First launched in 1995, this year’s Fairtrade Fortnight campaign focuses on producers who grow some of Britain’s most used commodities, such as cocoa and tea, to show the difference that Fairtrade makes to their lives.
Cheryl McGechie, director of public engagement at the Fairtrade Foundation, said: “People buying products with the Fairtrade Mark is one of the most powerful ways Fairtrade delivers impact for producers. More sales on Fairtrade terms means more Fairtrade benefits for farmers, workers and their communities – and more lives transformed.”
As part of the campaign the Fairtrade organisation has produced a film to put the spotlight on the producers who grow Fairtrade products; this, alongside the support offered by foodservice operators who will be hosting their own events throughout the two weeks, is all designed to promote the Fairtrade message.
Speaking about the importance of Fairtrade and the benefits it can have for a foodservice business, Fergus Walsh, managing director of Wicked Coffee, said:
“Since its creation, The Wicked Coffee Company has always been totally committed to ethical trading, sourcing almost all its coffee, tea, sugar and hot chocolate from Fairtrade producers.
“We haven’t just jumped on the bandwagon; our ‘Wicked but Fair’ policy, established in 2001, is the reason why many of our customers choose us as a trusted supplier.
“Fairtrade Fortnight is an important event for us every year. We believe that the 2015 message is particularly strong as it goes back to basics reminding our clients and their customers what a dramatic difference a Fairtrade choice makes, to the lives of producers and their wider communities.
“One of the benefits of working closely with the foundation has been gaining access to full producer reports. These reports enable us to see exactly how the Fairtrade premium has made a difference at the plantations where we source our coffee.”
Compass Group UK & Ireland will be promoting its EatFair campaign across the Fortnight. Two years on from its launch, Compass has helped raise over £75,000 to support projects in Uganda, helping farms become more sustainable in their production of coffee and food crops.
A number of Compass sites will receive Fairtrade kits including a display card that shows consumer how purchasing EatFair products can help farms in Uganda. Also, Compass is bringing sugar farmer John Mark Kasule from the Kibinge coffee co-op in Uganda to speak to students at a university in London about his experience of benefitting from EatFair.
Katie Howard, head of central marketing, Compass Group UK & Ireland, said: “We’re long-term supporters of Fairtrade and since launching EatFair we have taken it a step further, creating additional funds for farmers.
“We have seen first-hand how the purchase of these products can transform lives and we are now more determined than ever to continue developing our support for Fairtrade and we look forward to more success stories in the future.”
Coffee roaster Matthew Algie is also lending its support by supplying POS packs to use during the campaign as well as spreading the message through social media. Today, 90% of Matthew Algie coffee is Fairtrade.
Andrew Jack, head of marketing at Matthew Algie, said: “To us certifications aren’t badges, they’re principles, and as such we’re passionate about them. Matthew Algie introduced the first Fairtrade espresso beans to the UK in 1997 and we work very closely with organisations including the Fairtrade Foundation and Rainforest Alliance today.
“Most of our coffee originates from Fairtrade co-operatives, with the remainder coming from private farms, many of whom we have helped to achieve internationally recognised certifications. In all cases, we pay our producers a fair price. And we make sure their workers enjoy good living standards.”
Clipper Tea company is another supporter that has stressed the importance of Fairtrade to producers.
A spokesperson said: “As the UK’s first Fairtrade tea company, Clipper is proud to support tea producers and surrounding communities, by paying a fair price for their tea, as well as a Fairtrade premium which can be invested back into the business or community.
“This premium makes a huge difference to the lives of the tea producers and is often spent on improving local infrastructure and supporting projects such as roads, schools and medical resources.
“With Fairtrade and Organic continuing to grow in importance within out of home catering as well as the increasing interest in ethical awareness, operators are realising they need to improve their offer to stay ahead of the game.
“Clipper is dedicated to continually developing its range and offers a complete foodservice selection of teas, hot chocolates and coffees from envelopes and sachets to bulk formats as well as offering a full range of point of sale and display solutions.”
Starbucks is one of the largest purchasers of Fairtrade certified coffee in the world and Starbucks standard Espresso Roast is 100% certified. Starbucks is offering 50p off hand-crafted beverages during Fairtrade Fortnight as well as a chance for customers to enjoy a tall latte for £1.00 on Monday 2nd March.
The Fairtrade Foundation is an independent certification body, which licenses the use of the Fairtrade Mark on products that meet international Fairtrade standards. This independent consumer label appears on products to show that disadvantaged producers are getting a better deal from trade. Today, more than 1.4 million people – farmers and workers – across more than 70 developing countries benefit from the international Fairtrade system.