Support For Farmers Spikes Fairtrade Sales
• New Zealanders spend $52 million on Fairtrade products in one year
• Fairtrade growing at over 15 times the market rate in the last five years
Kiwis are rewarding ethical companies according to new figures released today by Fairtrade Australia and New Zealand.
Consumers spent more than $52 million on Fairtrade Certified products in 2012, with lovers of chocolate and coffee
leading the way.
“On average, Fairtrade’s annual growth over the past five years has been above 50 per cent,” said Fairtrade ANZ CEO,
Steve Knapp.
“This growth means Fairtrade is reaching the kind of scale which can challenge traditional business thinking and
eventually change the structure of trade. There is a long way still to go, but we are making progress.”
“Our research indicates that when purchasing everyday products like cocoa and coffee, consumers are opting for Fairtrade
to reward companies who ensure the world's poorest farmers get a decent price for their products."
The figures were announced as Fairtrade celebrates its biggest annual awareness campaign – Fair Trade Fortnight –
calling on more shoppers to make a simple choice to give farmers in developing countries a fair deal.
“Fairtrade is the only ethical certification that gives a fair price directly to farmers plus additional investment
toward community improvements such as schools, hospitals and farming practices.”
“By making a conscious effort to ask for a Fairtrade coffee or buy a chocolate displaying the FAIRTRADE Mark consumers
can help farmers in countries such as Papua New Guinea, Timor Leste, Ghana and Costa Rica get a fair deal.”
Fairtrade research also showed:
• 2012 growth has been driven by a big increase in consumers who buy Fairtrade Certified products every month, up from
15% to 20% of the population; coffee is the biggest category, followed by chocolate. 2012 saw the launch of two new
categories in NZ; ice blocks and soft drinks.
• Countdown, New World & PAK ‘n SAVE all stock a range of Fairtrade Certified products nationally.
• Almost 8 in 10 people want Third Party Verification, like Fairtrade, of the claims made by companies.
• On average there are more than 15 new businesses entering the Fairtrade system in Australia & New Zealand each year.
• Premium Brands such as Kokako, The Cocoa Press, Kowtow and mainstream brands Cadbury, Whittaker’s and Wild Bean Cafe
offer Fairtrade Certified products.
• Fairtrade is the number one ethical, social, environmental and industry trust mark programs for various consumer
product categories in the world.
• Analysis shows that strong year on year growth in awareness for labels including Fairtrade and Rainforest Alliance
have gained benefit from mass marketing efforts undertaken by brands using their marks, as well as mainstream media
coverage.
ENDS