Fairtrade On The Rise
Posted by GreenStreet.net on September 6, 2009
With Starbucks’ recent media blitz announcing that all the coffee in their lattes and cappuccinos is now 100% Fairtrade certified, it brought the concept and branding of Fairtrade to the masses again.
Fairtrade practice ensures that those in developing countries who actually create the goods (farmers, workers etc) enjoy a relatively comfortable working environment, equal rights, fair pay and social security. Also, in an effort to create a sustainable ecosystem, a significant proportion the profits from Fairtrade is directed back to the community that produced the goods.
When one thinks of Fairtrade you almost immediately think of coffee, so to be fair, you would expect a company such as Starbucks to champion such ethical and sustainable practices. Even after their past store policy of leaving taps running throughout the night, wasting gallons of water in the process (oops!).
However, there are many types of Fairtrade products on the market from cotton clothing to food and drink to fashion, available from many suppliers. For example there are over 200 Fairtrade certified wines currently available in the UK, available from high street stores like Waitrose and online suppliers like Ethical Superstore. You can find a wide range of suppliers right here on GreenStreet.net.
Fairtrade is losing (has lost?) it’s old image as being “right on but unfashionable” and even (gasp!) boring. Now brands such as People Tree, Equa, and Devi Doll are moving Fairtrade into areas of high fashion and celebrity endorsements. Its not uncommon to see ‘slebs’ such as Daisy Lowe, Fearne Cotton and, um, Peaches Geldof promoting the benefits of Fairtrade fashion brands with photo shoots and positive soundbites. With the Fairtrade Foundation’s recent announcement of the first beauty products to carry the Fairtrade Mark in the UK, these types of endorsements, and the range of available products will increase.
