MEDIA RELEASE
IMMEDIATE RELEASE
NZ$8.8 Billion Spent Globally on Fairtrade Products in 2011:
World’s Most Recognized Ethical Label* Taking off in New Markets
Consumers around the globe spent almost $8.8 billion (€5bn) on Fairtrade certified products last year, according to
figures released today by Fairtrade International.
“Choosing Fairtrade is the norm for millions of people around the world. It’s becoming a bigger and bigger part of our
regular weekly shopping and Kiwi consumers are continuing to increase their spend substantially,” said Stephen Knapp CEO
of Fairtrade ANZ.
In New Zealand Kiwi consumers spent 24% more on products such as coffee, chocolate, bananas and tea in 2011 than they
did in 2010 - twice the global increase amount of 12% for the same period. Total estimated retail sales of Fairtrade
certified products in New Zealand reached $45.4 million last year.
Market share of Fairtrade certified products has hit decisive levels in a number of established Fairtrade markets. More
than half (55%) of all bananas bought in Switzerland bear the FAIRTRADE Mark. In New Zealand after only entering the
market in 2010 Fairtrade bananas have taken a 4-5% share with sales reaching $2.4 million in 2011.
Products with the FAIRTRADE Mark are now available to people in more than 120 countries worldwide and growth of
Fairtrade sales in new countries is skyrocketing. South Africans spent more than three times more on Fairtrade certified
products in 2011 over 2010. Shoppers there can buy Fairtrade products grown by farmers and workers in their own country.
In its first year with a national Fairtrade organization, sales in South Korea registered at NZ$29.9 million.
Strong Fairtrade sales is great news for the more than 1.2 million farmers and workers at 991 Fairtrade certified
producer organizations in 66 countries.
In addition to the income earned from sales of Fairtrade products, farmers and workers earned an extra NZ$114 million
(€65m) in Fairtrade Premium. They spent this money on projects that they decided upon democratically. This included farm
improvements and processing equipment, education and career training, community projects and healthcare.
Michael Toliman from the Neknasi Coffee Growers Cooperative Society recently toured New Zealand thanking Kiwis for their
support of Fairtrade. “Coffee farmers have been struggling for many years, now Fairtrade brings everyone together across
the world, we are one big happy Fairtrade family. Now at Neknasi we have better healthcare, better education and better
income thanks to Fairtrade,” said Toliman.
ENDS