Fairtrade bonanza as sales hit £4m

The Co-operative Group has announced that average weekly Fairtrade sales during Fairtrade Fortnight in Co-operative stores were up 38 per cent on the normal running rate to date in 2010 and up by 58 per cent on 2009 average weekly sales. 

And, for the first time since their acquisition by the Group, Somerfield stores championed Fairtrade, generating net Fairtrade sales of just over £1 million and bringing the Group’s net Fairtrade sales for the two-week period to £4m. 

The Co-operative Fairtrade hot drinks range was available in Somerfield stores in time for the Fortnight, along with many other Fairtrade lines, making Fairtrade accessible to millions more  shoppers. 

It is estimated the Group’s acquisition of Somerfield could eventually boost Fairtrade sales by some £40m per annum, benefiting hundreds of thousands of growers in some of the world’s poorest countries. 

‘The Big Swap’ was the main theme for this year’s Fortnight, to encourage people to switch their usual products for ones carrying the Fairtrade Mark to help producers in developing countries. 

As an added incentive, there was up to 20 per cent off selected Fairtrade products at Co-operative and Somerfield stores, including the iconic Co-operative 99 Tea range, to encourage shoppers to switch their cuppa to Fairtrade. 

In support of this, more than 80 high-profile “Strictly Fairtrade Tea Dances” were held in stores around the country with staff dressed in formal dance competition outfits. 

Meanwhile the Group ensured people were engaged at a national level by booking their first-ever Fairtrade-themed advertising break during two separate slots on Channel 4 prime-time. 

 Midlands and Midcounties — the UK’s two biggest independent societies — also reported a highly successful Fairtrade Fortnight.

 Midlands said annual sales of Fairtrade products increased by 40 per cent in 2009/10 compared to the previous year, while the Fortnight itself saw a sales increase of 17 per cent.  

The two best-selling lines were Fairtrade bananas and Cadbury’s Dairy Milk, which has recently gained Fairtrade certification.  

At Midcounties, sales of Fairtrade products during the Fortnight amounted to more than £450,000 thanks, in part, to the addition of seven former Somerfield stores, which took part in the promotion for the first time.

Society spokesman Pete Westall said: “Our membership team raised awareness of Fairtrade by engaging with more than 2,000 members in specific Fairtrade events.”

Fairtrade Foundation Executive Director Harriet Lamb praised the Co-op Movement’s “invaluable” support, commenting: “It was great to see Somerfield really getting behind Fairtrade Fortnight this year for the first time and supporting our ‘Big Swap’ campaign.”