1" 15 %ust:Layout 1 0"/02/2010 1":"8 Page 1"
Sustainability
Meeting the demands of a more
socially aware consumer
According to The Fair Trade Foundation, the UK is
one of the world’s leading Fairtrade markets, with
more products and more awareness of Fairtrade
than anywhere else. With it comes an increasing
awareness of other ethically produced goods - and
a demand that all trade take place on a level
playing field. Vending International investigates…
T
he FAIRTRADE Mark ensures that the producers
of goods have received what has been agreed
to be a fair price, as well as the social premiums
to invest in the future of their communities. Talking of coffee The survey showed that recognition is at its highest with 35-44
farming, the Foundation explains: “Around 70% of the world’s coffee year olds (76%) and fastest growing with 25-34 year olds (76%). It
farmers are small scale growers and they face particular confirms that more women than men recognise the Mark, reflecting
disadvantages in the marketplace. Fairtrade’s mission is to make the main shoppers in most households.
trade work for marginalised or disadvantaged producers, and The TNS CAPI OmniBus findings also show understanding of the
therefore is a global agreement that the system should offer concept behind the Mark has increased, with 64% of the population
champion purchase of sustainable coffee from organisations of small linking the Mark to a better deal for producers in the developing
coffee farmers explicitly.” The Foundation believes that in its 13 years world, which means the message is getting through. The research
of existence in the UK, Fairtrade has proven to be an extremely shows that it is also influencing everyday purchases throughout the
successful model of how people centred trade can effectively reduce country, with 1 in 4 of the UK’s shoppers regularly buying several
poverty and improve livelihoods. products carrying the FAIRTRADE Mark.
Demand for Fairtrade products significantly increased across all
BRANDS RISING TO THE CHALLENGE sectors in 2008. In particular, the public’s appetite for Fairtrade
Only last month the Association welcomed a move by Green & products in schools, colleges and universities nearly tripled from 10%
Black’s to switch its entire range of chocolate bar and beverage to 29%. Demand for Fairtrade products in hotels and B&B’s has risen
products to 100% organic and Fairtrade in 30 countries by the end of from 1% to 23% and in workplaces has more than doubled from 9%
2011. to 21%. People also want to see more Fairtrade available in cafes,
Harriet Lamb, Executive Director of the Fairtrade Foundation restaurants and pubs (25% to 34%) and in local shops (20% to 32%)
commented: “Green & Black’s launched the first product to carry the and on the move when travelling (14% to 25%).
FAIRTRADE Mark in 1994, the Maya Gold chocolate bar. We are The Vending Industry is in a perfect position to encourage ethical
delighted by this new chapter in our relationship as it demonstrates purchases and thus help the movement, while benefiting from its
the company’s ongoing commitment and means that even more success. A business that serves ethical drinks and snacks from
cocoa farmers from the Dominican Republic and other developing machines, to both staff and clients, is sending out a clear corporate
countries will be able to participate in Fairtrade. In addition to cocoa, message - that theirs is a business that cares. In the education
Green & Black’s will source other organic Fairtrade certified sector, ethical goods will be very much in demand from those that
ingredients such as sugar, vanilla and coffee for its ranges, opening have an understanding of the way in which trade so often benefits
up new markets for Fairtrade farmers around the world.” only the developed countries. As Martin Luther King quite rightly
A move like this undoubtedly reflects consumer demand. Research said: “Before you’ve finished your breakfast this morning, you’ll have
commissioned by the Fairtrade Foundation, launched to coincide with relied on half the world.” Quite unbelievable then that even in a
World Fair Trade Day last year, shows more UK consumers than ever world where we have up to the minute news telling of horrific
before – 70% of the population – recognise the FAIRTRADE Mark, up poverty, so many companies still refuse to behave more ethically
from 57% in 2007. towards the producers of their goods.
14
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28