Fairtrade as the new world brand

Fairtrade is a fast growing mark in the world based around that developing countries should get a better deal through the use of the Fairtrade mark.

The Fairtrade Foundation is the national independent verification initiative set up by the main development agencies such as Oxfam, WDM and Traidcraft Exchange in order to licence the use of the independent consumer label in the UK.

This is known as the Fairtrade Mark and is developing fast in this country and the world.

Norway, for example, is one country where the Fairtrade mark is quickly rising and more products are becoming 100% Fairtrade.

Mike Hickie, the supporter service volunteer, said: “We are a small but growing team struggling to do a huge job on an extremely limited budget. With such restrains on time and resources we have reluctantly decided that it is necessary to focus all our efforts on the specific requirements of independent labelling.”

From 1998 to 2009 the Fairtrade products estimated in the UK retail sales has grown from £16.7 million to £799.0 million.

Because Fairtrade is relatively a new concept, many people has never heard of this product and don’t know what it stands for.

Joachim Eikeri is a consumer who has heard of mark from Starbucks, and he says: “After asking Starbucks one time what Fairtrade was, I started buying Fairtrade products as I believe that what they are standing for is very good. I have great faith in Fairtrade.”

According to their webpage, in 2008 70% of the UK population recognised the Fairtrade mark, which is 50% more than in 2002.

Hickie is also aware that people may not know what Fairtrade is and what is stand for, and he says: “In order to have a positive impact on the lives of thousands of workers and farmers throughout the world it is essential that we concentrate efforts here.”

In order to do this he is saying that because they don’t have the advertising budget of the major brands it is a challenge, but by writing articles for magazines, promoting media coverage and co-ordinating campaigns to promote the awareness they are getting closer to spreading the knowledge.

In Norway people are slowly recognising this mark as well, as products such as Cadbury, Nestle and Ben & Jerry’s are Fairtrade products.

Kjell Steinar Wibe is one consumer in Norway who has been aware of this product for quite some time and has great believes in how this is developing in both his home country and in the rest of the world.