Fairtrade – no longer a fad?

I am not sure that the Fairtrade movement was ever a fad – and if it was perceived as such the principles behind it are certainly not!

Their website proclaims:

Our vision is of a world in which justice and sustainable development are at the heart of trade structures and practices so that everyone, through their work, can maintain a decent and dignified livelihood and develop their full potential.

I had not realsied that the organisation had been around for quite so long. You can read the history on their website here. I have a couple of clients who are completely wedded to the principles – one a retailer in the North-West and the other a University. Green & Blacks chocolate was the first branded goods in the UK – and it still tastes good.

I heard Harriet Lamb, Executive Director of the Foundation, on Radio 4 at the weekend – and her aim plan was to remind people that behind our cup of coffee are people who have picked the beans. She also suggested that the Fairtrade brand has been quite resilient to the recession – once you know about something you can’t un-know it! People haven’t gone back to the cheap food in general terms.

Mark Price, Head of Waitrose has suggested that Fairtrade will one day be as common as expecting a clean supermarket.

It was good to hear of the success of some villages in Rwanda where they now have a Bank! And hairdressers – I smiled, but it is serious, these are things we take for granted.

I do my bit for Fairtrade – Starbucks coffee is all Fairtrade! And I contribute a lot – I am guessing I have bought that Bank… and well on my way to another!