FAIRTRADE FORTNIGHT

“THE BIG SWOP” by Helen Gregory

Plumley Village Store in Cheshire was a real trailblazer when it started stocking Fairtrade products 15 years ago. “It’s a big passion of mine,” admits owner Jonathan Royle, who is an agent for Traidcraft products such as tea, coffee, cereals and dried fruit. “Fairtrade is certainly more popular now and makes up about 10-15% of our sales,” he adds. “Some customers travel quite a distance to buy it as the supermarkets don’t always sell such a big range.”
Shoppers are certainly more interested in buying Fairtrade these days. In fact, a staggering 30% of all bananas sold in UK shops are Fairtrade, whilst a quarter of shoppers bought foods that support Fairtrade in the last month, according to the Institute of Grocery Distribution’s Shopper Trends survey. While fruit is the largest category, hot beverages sell well along with wine, chocolate confectionery, and sugar. Buying any of these Fairtrade products gives producers a fairer price and supports better working practices.
And while it might once have been seen as a bit of a niche, shopping with a conscience is rapidly becoming part of the mainstream. There are now a staggering 4,500 licensed products available. Fairtrade organisations such as Divine and Traidcraft are quite well known, but now big mainstream brands like Tate & Lyle and Cadbury are converting to Fairtrade.
Cadbury recently had both its Dairy Milk and Hot Chocolate (standard, instant and Highlights) products certified by the Fairtrade Foundation, part of a massive initiative to help cocoa farming communities across the developing world.
Meanwhile, all Tate & Lyle’s retail products will be Fairtrade by January 2010. The sugar manufacturer reckons retailers can do their bit by stocking the range of products including caster and icing - not just granulated sugar. Says Shona Clark, Brand Manager, Sugars: “We will be launching in-store point of sale/digital materials to support this activity, so it will be an excellent opportunity for retailers to be seen to be supporting Tate & Lyle’s commitment to Fairtrade.”
So what can you do if you’re interested in getting involved? Ben Speed, Business Development Manager at the Fairtrade Foundation, advises that rural retailers should initially stock products in key categories such as bananas, coffee, tea, or chocolate, or in areas where their business is already strong.
While you might also be selling local produce, this does not usually compete with Fairtrade products - after all, coffee beans and bananas are not grown in the UK. Instead, the two strands complement each other as they have the similar aim of supporting smaller producers.
A good way to introduce the concept is Fairtrade Fortnight – from 22 February to 7 March 2010 – a yearly event when weekly sales of Fairtrade products increase by an average of 20%. Next year’s theme is ‘The Big Swap’ when, for two weeks, the Foundation hopes everybody in the UK will swap their usual products for Fairtrade. Says Speed: “Retailers can get involved by stocking Fairtrade products and highlighting them in-store, using The Big Swap posters and point of sale materials.”
You could even lobby to help your community become a Fairtrade village. There are already 448 Fairtrade towns and villages in the UK where shops and local cafes sell a range of Fairtrade products while companies, schools and churches try to use Fairtrade products whenever possible.
Jonathan Royle at Plumley is already planning his activities for Fairtrade Fortnight and will be providing samples of the product for customers. He adds: “People can be reluctant to try things they don’t know but I’ve found that this is a good way to encourage them to buy Fairtrade.”

THE RSA VIEW
Fairtrade has become far more mainstream in recent years, with major food companies producing Fairtrade ranges and supermarket chains stocking them. Sales rose by 43% in 2008 and recent research by TNS shows that UK consumers continue to increase their spend on Fairtrade products.
Fairtrade Fortnight is an excellent way for rural retailers to test the market by stocking accredited products. Use the display materials available via the Fairtrade website to mount an eye-catching display in your promotional space, fitting in neatly between Valentine’s Day and Easter. If you are new to the market, just check who else is selling Fairtade locally – in some places church groups or others have extensive informal distribution networks – and they are not to be upset!
To let customers know you’re a Fairtrade retailer, there are free point of sale materials available from the Foundation’s website at www.Fairtrade.org.uk.