A look at Fairtrade Fortnight and other milestones in fair trade
Recent YouGov data (published at Retail Week) showed a 12 percent growth in fair trade gifts, chocolate and other goods through 2009 due, at least
in part, to the moves of major supermarkets and cosmetics manufacturers. Let's take a look at some of the major moves being by the Fairtrade
Foundation, and others, in order to promote the fair trade cause and make the switch to fair trade practices.
The Big Swap
Perhaps an ambitious move, the Fairtrade Foundation have launched The Big Swap campaign in Spring 2010 which urges consumers to opt for the
fair trade version of their favourite products. Swaps can range from all kinds of everyday goods, from coffee, bananas and chocolate, to non-edible
items such as cosmetics and clothes - with the target being to record one million and one swaps by the end of Fairtrade Fortnight in March.
With the launch of The Big Swap being something of a feat in itself, those watching TV in the UK during February and March 2010 may have noticed
some significant advertising milestones. At 8.15 on Thursday 25th February, Channel 4 broadcasted the first ad-break entirely dedicated to fairly
traded products. The break was co-ordinated by the channel to promote Fairtrade Fortnight and includes a commercial for The Big Swap as well as a
range of other companies making significant moves into fair trade, including Co-op and Starbucks.
Ben and Jerry's
The arrival of Fairtrade Fortnight also saw a large number of household name brands and companies announce a turn to fairly traded products and
practices, but the latest pledge by Ben and Jerry's is perhaps one of the most significant. Ten years after the founders of one of the world's most
well-known and socially-conscious ice cream brands announced being bought out from Unilever, Ben Cohen and Jerry Greenfield proposed in
February 2010 to use entirely fair trade ingredients across all their products by 2013 - a first for any ice cream company and a another milestone for