Consumers show support from Fairtrade products

Consumers around the world now expect companies to be more accountable and fair in dealing with producers in developing countries.

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Friday, 17, Apr 2009 07:31

A new survey has shown consumers around the world now expect companies to be more accountable and fair in dealing with producers in developing countries.

The research, published ahead of World Fair Trade Day on May 9th, questioned over 14,000 people across 15 countries.

Almost three-quarters of shoppers said they believed it was not enough for companies to do no harm, but that they should actively support community development in developing countries.

The survey commissioned by Fairtrade found that consumers were now looking for a model of trade in which "justice and equity are integral parts of the transaction".

Of those questioned in the survey, half said they were familiar with the Fairtrade brand, with almost three quarters of shoppers claiming that independent certification is the best way to verify a product's ethical claims.

Sales of Fairtrade products were up in 2008 (compared with 2007) by 40 per cent in Denmark, by 57 per cent in Finland, by 75 per cent in Sweden, and 43 per cent in the UK.

Commenting on the survey, Rob Cameron, CEO of Fairtrade Labelling Organizations International, said: "With the devastating impacts of the global recession and the credit crunch, producers need Fairtrade now more than ever.

"It is very encouraging that consumer commitment to Fairtrade remains strong in these challenging times. We are indebted to the grassroots movement who have built up solid support for Fairtrade.

"As a result of their efforts, global brands see Fairtrade as an important part of their strategy for the future. We are working with both the grassroots movement and companies to increase the market, so that more producers will benefit from the better deal that Fairtrade offers."