Engineering management II

Fairtrade: Public loyalty leads to double digit growth


The press release dated 22 February 2010 being issued by Fairtrade about the "Public loyalty to Fairtrade in 2009's tough economic climate leads to double digit growth as Fairtrade sales reach 800m" is incredibly a moment to celebrate. What are the factors to be considered why customers are patronizing the brand and their trading practices that brought them to success?

In 2009, the global economic downturn was being experienced even by the most powerful country in the world. How much more with other countries who are less fortunate in searching for their products in fair deal. In the year 2009 almost 50-90 million people experienced poverty due to economic turndown. The report was statedby the UN Millennium Development Goal figures. Meanwhile, in the United Kindom, Due to economic crisis 7 to 10 people are cutting their personal needs as way of budgeting and their making their shelter less. The UK public increased their value of fair trade sales on the year 2008 that leads to 12% from estimated retail value of 799m. On the other hand 71% found out that they are not buying instead they are making swap or change any available in the fair trade. (YouGov poll commissioned by the foundation)

The Fairtrade Foundation experienced the most heart - fulfilling year. Don't you know the reason? The organization celebrated a big bang together with the stakeholders at an evening reception last 22 February - 7 March 2010. In that particular night in London is the launching of Fairtrade Fortnight 2010.

2009 was crisis year for everyone and very difficult to survive for poor communities and farmers too in developing count. And to this case the Fair trade helps a lot to thiose millions of people, families as well communities to plan for their future. It was the British and Irish Public done everything to help people to have fair inj trading system despite of the growing recession. They want to change the unfair and unjust trading system. Through this challenging times it become an eye opener to many companies to re-evaluate their goals and priorities in business, as to build good relationship with consumers/producers. This is according to Harriet Lamb, the executive of the Fairtrade Foundation in the year 2009.

Key Challenges and Key Lessons Learned

In 2009 the Fairtrade momentum for business continued to grow in the field of sales having a string of major commitment. Products that Fairtrade prioritized for excellent brands and this included the Cadbury Dairy Milk, all kinds of Starbucks espresso based of coffee, famous Nestle's four finger of KitKat, , the Morisons converting all there roast & ground coffee. This significant moves brought the organization to the highest level of economic growth doubling its sales in the market. The company also invested more and selected the highest standards for the companies of cosmetics, boots, and other beauty and fashion products used by woman in which Neal's Tard all introduced in Fairtrade. Another important announcement is about the Ben & Jerry's loyalty in fair-trade for being 100% in the Uk as well in Europe as general as the end of 2011 and aimed globally in the year 2013. This means that all they are using to their products like sugar to nuts to cocoa are all fair-trade certified. Last month the Green & Black's announced as reported that they are planning to switch their entire chocolates products, drinks and beverages to 100% fair trade as the year 2011 ends.

The story of Fairtrade is an epitome of a business firm trying to be customer - centered in all its endeavours. A well known International Development Secretary Douglas Alexander who will be panel at the launching says: 'Farmers and producers in some of the world's poorest countries have suffered at the sharp end of the economic crisis and, in many cases, it is thanks to Fairtrade that they have been able to feed their families and keep their children in education.


Harriet Lamb announced that, "This abnormal support for Fairtrade means we are going to make an even larger difference in 2010. We are increasing our efforts to enlarge Fairtrade to some more producers, to enable them to sell more on Fairtrade terms". This message is obviously for producers to benefit and the shoppers most actually love fair trade products which we can have more sells and we have to buy more which is vice versa. The UK shoppers have different purchase in everyday shopping and this will be the label's success. The government currently promised of 12m to be used in fair trade that will help the amount of products to be high and increased in the market and help many people and families in the future.

Nowadays more than 4,500 having licensed in catering and retailing any products to be carried in the Fairtrade. It includes from small ingredients to know products such as coffee, chocolates, sugar, tea, nuts & nut oil, confectionary, cereal bars, muesli, yoghurt, flowers, ice-cream,sports balls, , plus cotton products including clothing, sugar body scrub, homeware, cotton wool and cloth toys and some others. This includes all the ingredients that will be used in making food, clothing, home dcor and appliances and anything that is usable.


  1. Redfern A. & Snedker P. (2002) Creating Market Opportunities for Small Enterprises: Experiences of the Fair Trade Movement. International Labor Office. p6
  2. Nicholls, A. & Opal, C. (2004). Fair Trade: Market-Driven Ethical Consumption. London: Sage Publications.
  3. Renard, M.-C., (2003). Fair Trade: quality, market and conventions. Journal of Rural Studies, 19, 87-96.
  4. Redfern A. & Snedker P. (2002) Creating Market Opportunities for Small Enterprises: Experiences of the Fair Trade Movement. International Labor Office. p7
  5. "FLO International: FLO's Main Tasks". FLO. 2006. Retrieved 2009-01-27.
  6. European Fair Trade Association (1998). Fair Trade Yearbook: Towards 2000
  7. Jaffee, Daniel (2007). Brewing Justice: Fair Trade Coffee, Sustainability and Survival. University of California Press. ISBN 978-0-520-24959-2
  8. Ronchi, L. (2002). The Impact of Fair Trade on Producers and their Organizations: A Case Study with Coocafe in Costa Rica. University of Sussex

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