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Fairtrade Mark is Top of the Class in Superbrands Awards

The FAIRTRADE Mark, Britain’s only independent consumer label that guarantees a better deal for farmers and workers in developing countries, was last night named winner of the Special Recognition prize in the ‘media and services’ category of the YouGov poll at the launch of brand ‘bible’ Superbrands 2005.

Up against a diverse collection of world class brands such as AOL, BT, and The Times, the FAIRTRADE Mark fought off competition to win the prestigious award . The accolade was given following a consumer vote on which of the current Superbrands have excelled within their field.

Ian Bretman, Deputy Director of the Fairtrade Foundation said:

“We are thrilled that the Superbrands panel of marketing experts has recognised our success in building consumer awareness of Fairtrade. And the YouGov research results demonstrate how UK consumers trust and support the values behind the FAIRTRADE Mark – namely that everyone can help make a difference to global poverty and inequality when out shopping.

“While not a product brand, the FAIRTRADE Mark conveys a clear set of standards to consumers. It embodies the trust that shoppers place in the Foundation to operate a system of rules that deliver a better deal for disadvantaged farming families in the world’s poorest countries”.

The Fairtrade Foundation is an independent charity set up in 1992 by some of the UK’s leading international development organisations. The Foundation does not itself buy or sell Fairtrade products but licences companies to use the FAIRTRADE Mark on products that meet international Fairtrade standards. Sales of products carrying the FAIRTRADE Mark have more than doubled in the past two years to reach an estimated retail value of £140 m in 2004.

Stephen Cheliotis, Chairman of the Superbrands Council said:

“The FAIRTRADE Mark has gained considerable media and consumer awareness in recent years, owing to the persistent efforts of its founders and supporters. The steady increase of products and brands bearing the FAIRTRADE Mark illustrates the success of the Foundation. It also demonstrates the growing commitment of a range of companies to support the urgent need to provide fair trade for small-scale producers in developing countries. These products are now seen in some of the biggest supermarket chains in the UK and used by businesses and homes alike, an amazing achievement from such a humble beginning.

“Fairtrade consistently strives to introduce its accreditation to new products, ranging from coffee and chocolate through to cotton and footballs. The success that Fairtrade has in helping those farmers once at risk of the trading chain has increased recognition and enabled them to continue their work and extend their efforts to other areas of need.

“The Foundation is not only innovative in its aspirations, but also through its promotional work, including the highly successful annual Fairtrade Fortnight which provides a great platform for essential promotional work. This commitment to genuine fair trade values alongside unique campaigns has earned Fairtrade the highly acclaimed accolade of Superbrand 2005.”

British consumers now have a choice of over 1000 Fairtrade certified products from 175 suppliers selling through all the national supermarket chains and many independent shops. Coffee and bananas are the best known Fairtrade categories in a range that extends across hot drinks, fresh fruits, juices, wine, rum, confectionary and snacks. In 2004, the FAIRTRADE Mark launched its first non-food products with roses from Kenya and sportsballs from Pakistan, and the launch of clothing and textiles made from Fairtrade certified cotton is imminent.

Superbrands Council 2005 comprises opinion leaders who are well qualified to judge the nation’s strongest consumer brands and were invited to grade a short list of over 1,000 candidates for Superbrand status. Superbrands is the independent authority and arbiter on branding and only grants status to brands ranked highly by the independent and voluntary council of experts. Superbrands programmes operate in over 45 countries across four continents.

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