Fairtrade t-shirt idea gets go-ahead at Midcounties

FAIR DEAL … Patrice Garrigues with the t-shirts

August 25 2009

Boxes of Fairtrade t-shirts are to be trialled in Midcounties Co-op stores following suggestions from staff.

The cotton clothing is supplied by non-profit company Revolver World, which has sourced the Fairtrade cotton from farmers’ co-operatives in southern India.

Workers at the society made the suggestion in an internal competition for innovative ideas.

The t-shirts — to be sold in 20 stores — will retail for £4.99 in four colours and the packaging’s distinctive design tells the story behind the product.

Patrice Garrigues (pictured), Ethical Trading Manager at the society, said: “We are committed to increasing our range of Fairtrade products as part of our ethical retailing policy.

“We have not sold clothing before but we are sure these t-shirts will appeal to members and customers who share our values and want to support disadvantaged farmers and producers in the developing world.

“It is unusual to sell t-shirts in a box but it is more suited to our retail environment. The cartons are made from recycled board and provide an opportunity to give details about the benefits of organic Fairtrade cotton to the communities they come from and such information will help customers to make an informed choice.

“Fairtrade producers receive a price that covers the cost of sustainable production and an extra premium that is invested in social or economic development projects.”

Mr Garrigues has worked closely with Wolverhampton-based supplier Revolver World, and was impressed with its approach, which included visiting the manufacturers in India to see conditions first hand.

Paul Birch, Managing Director at Revolver World, said: “Midcounties Co-operative is a natural partner for us as we share common beliefs in serving both the customers and the growers. I have travelled in the developing world and witnessed real poverty.

“More and more people are recognising the needs of people in the developing world and can see that Fairtrade is a way of making a contribution to putting things right. We can all make a difference.”

The t-shirts are made from cotton that has been produced without chemical fertilisers and pesticides and is harvested and handled under Fairtrade and Soil Association accredited conditions.

A commitment has been given to ensure everyone involved in their production is treated fairly and ethically and receive fair payment for their work.

Rachel Hearson of the Fairtrade Foundation said: “Midcounties has been a long-time supporter of Fairtrade and we welcome its latest initiative to sell Fairtrade cotton t-shirts. Fairtrade ensures vulnerable small scale cotton farmers, who are at the bottom of clothing supply chains, get a better deal from trade and can play their part in achieving sustainability through the clothing industry.”

Category: Retail Societies