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ORGANIC & FAIRTRADE
Fairtrade delivers
According to the Fairtrade Foundation, sales of cotton items more than
doubled in 2008 with over 20 million units sold and the estimated retail
value of Fairtrade cotton products well exceeding £100m – up from £6.6
million in 2006 and £52.1m in 2007. We asked the Fairtrade Foundation
to tell us how ethical fashion can fight poverty
A
lmost all the major players on the High supply chain must be certified as traders with
Street now offer a Fairtrade range. But just Fairtrade Labelling Organisations International
as vital is the commitment of the original (FLO) to ensure there is transparency and
fair trade pioneering companies working in the traceability from the cotton picked in the fields to
ethical sector, companies which exist to benefit the end product on the shelves in store.
farmers in developing countries. Hearson explains: “Any company wanting to
Traidcraft has just brought out new pyjamas and develop products made from Fairtrade certified
dressing gowns, Bishopston a new range of bags cotton needs to contact the Fairtrade Foundation
and People Tree has new offerings including a for advice on how to set up supply chains to allow
bang-on-trend one shouldered, jersey party dress. their products to be sold in the UK market. The
Other High Street names which launched their first Fairtrade Mark is the most trusted ethical label
Fairtrade ranges this year include Laura Ashley, and is now recognised by 70% of UK consumers.
Dorothy Perkins, Evans and Asda George. Companies can either work with their current
Opening up new possibilities for future product supply chain or they can contact companies
development is the recent availability of two new already working with Fairtrade certified cotton.
fabrics, Fairtrade certified cotton corduroy and Doing this now could not be more vital. Millions of
velvet. disadvantaged small scale farmers rely on their
Fairtrade Fortnight, the annual promotional seed cotton to be sold and converted into sales. If
campaign which spans February and March, is more can be assured of a fair price for their work,
always a fantastic time to launch and promote lives can be changed literally overnight. Families
new ranges with the huge media interest and can live with hope. Textile brands, suppliers,
customer awareness which happens at this time. retailers and companies can play a real part in
Thanks to the guaranteed fair price for the cotton sustainable solutions for the planet. making this happen.”
crop which Fairtrade delivers, cotton farmers are The Fairtrade Foundation’s Victoria Morton, head Currently Fairtrade cotton is produced by more
better able to support their families and invest in of business development, says: “We are finding than 48,000 farmers from 33 producer groups
their farms. With the payment of an additional that ethics are increasingly the deciding factor that spanning nine countries. However Fairtrade
Fairtrade premium whole communities can benefit; converts a consideration into a purchase. While minimum prices have now been set for organic
housing and water supplies can be improved and this poses a great opportunity for many and organic Fairtrade seed cotton covering every
children can receive an education. businesses, for others it is a wake up call to eligible cotton growing country in the world – 76
Fairtrade cotton farmers are also committed to address the demands of the growing numbers of countries altogether.
reducing chemical use and protecting the ethically-aware consumers. Now is the time for The new Fairtrade minimum prices represent an
environment so this way of trading brings long businesses to differentiate themselves and to make average increase of 24 per cent per kilo compared
term benefits for the farmers as well as themselves more attractive to customers.” with the previous prices. This represents a big
Rachel Hearson, business development manager at chance to bring more Fairtrade cotton on to the
the Fairtrade Foundation, says: “That such a market and expand this sector of the industry still
growing range of items made from Fairtrade more.
certified cotton is now offered to UK consumers is Companies already working with Fairtrade have
a tremendous step forward. However, we still have shown that being stylish and smart is absolutely
a long way to go to increase Fairtrade cotton sales commensurate with being ethical. The range of
so we can help more farmers work their way out both stunning and every day garments produced
of poverty. by such a wide range of companies has proved
“Around 100 million rural households are involved that fighting poverty and being fashionable can
in cotton production, many of them in some of the very much go hand in hand.
world’s poorest countries. For many smallholder Yet many challenges lie ahead for cotton farmers
cotton farmers in the developing world, who are in poorer countries. The costs of fertilizers and
often the invisible part of the textile supply chain, transportation continue to rise steeply, as does the
cotton is their only cash crop and their only means cost of food in local markets. As people in poor
of survival. Prices are driven down by competition countries spend a much higher proportion of their
from synthetic fibres and also by subsidies from income on food and fuel, this is hitting them very
the US, the EU and China giving poorer countries hard. Farmers need the stable prices and long term
no market for their cotton. For many cotton business relationships which come with Fairtrade
farmers there is no security, only impoverishment, now more than ever.
and this is where Fairtrade steps in.”
To achieve accreditation, farmers must comply For more information please contact Rachel
with strict standards and be regularly monitored. Hearson Rachel.hearson@fairtrade.org.uk or visit
Those involved in every subsequent stage of the www.fairtrade.org.uk or www.fairtrade.net
| 52 | July 2009 www.printwearandpromotion.co.uk
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