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Can Fairtrade work for everyone? That’s the question I asked at a gathering in London of national retailers and international producers, organised by Fairtrade Foundation this week.

And the answer isn’t a simple one. With many certification schemes and company strategies, it can be a confusing time for customers.

As regular readers of this blog will know, the Co-op has been a firm supporter of Fairtrade for a very long time. In fact, long before any of our high street rivals. I think it’s safe to claim that over the last 25 years we’ve made Fairtrade mainstream in British retailing.

From a commercial perspective, it wasn’t always easy for us. But we made a long-term commitment, supported by our millions of members, and we worked to show our customers how paying a fair price to farmers on the other side of the world could make an enormous difference to the quality of their lives and the communities in which they live.

And it wasn’t just about paying a fair price. We wanted to support a scheme that guaranteed farmers control and autonomy and which encouraged local democratic decision making. A quarter-century on, Fairtrade has become one of our strongest ‘proof points’ of Co-op integrity and social responsibility. We know that it now encourages customers to shop with us and to become Co-op members.

Confusing the consumer

But across the retail sector, it’s become a confusing landscape for customers. There’s starting to be a bewildering range of ethical badges which retailers and brands choose to put on their products, including ones which are self-audited.

Do customers understand the difference between these rival ethical labels often with similar sounding names to Fairtrade? Do they understand the trading relationship between the retailer and the supplier? What standards are being measured? And who is doing the measuring? And crucially, are these alternative schemes helping the producers keep control of how they use the money they earn?

Unfair to farmers

It’s the most vulnerable in our food chain who are paying the greatest price for this confusion.
Low wages, irregular income and uncertain futures are rife around the world. Over the last five years, the price of coffee and cocoa in the international commodity markets has regularly fallen to levels which don’t meet the Fairtrade minimum price – causing uncertainty for those at the sharp end of the market. Fairtrade creates the security that means those farmers can afford to keep growing cocoa and coffee beans and put food on their own tables for their own families.

When retail margins in the UK become ever tighter, our commitment to the producers on the other side of the world needs to become more important, not less. But instead, we’re seeing that when ‘push comes to shove’, short-term local profit counts for more than global justice and retailers start to create ethical schemes that are less expensive to run.

At the Co-op, we’ve just signed up to the new global Fair Trade Charter put together by the World Fair Trade Organisation and Fairtrade International. The charter is designed to be a common reference point for the Fair Trade movement around the world. This common reference point is critical for the future of just trading relationships between retailers in the global north and farmers in the global south.

Making it work for everyone

To make Fairtrade work for everyone – the producer, the retailer and the consumer – requires an on-going conversation with our customers about what global economic justice needs to look like. That’s a tough conversation to have in a shopping aisle! But actually, that’s exactly where it needs to be taking place. The challenge is how to do it well.

We know that Fairtrade is the best model out there if we want to be serious about economic fairness. At the Co-op we want everyone to follow Fairtrade standards because the system has been proved to work and the British public now recognise and trust the Fairtrade name.

But there’s clearly more work to be done in helping everyone understand exactly what Fairtrade stands for. That means ending the proliferation of ethical labels and putting our full weight behind a conversation about global fairness.

Michael Fletcher
Retail Chief Commercial Officer


Read more on Fairtrade at our Co-op;

Join the conversation! 7 Comments

  1. Just to eco the comments of others before, it’s great to hear that we continue to be 100% committed to Fairtrade and the Fair Trade Charter, and that we are also talking to our colleagues, Members and customers about what we are doing and why. Makes me proud to work for the Coop 🙂

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  2. As the only WFTO Guaranteed Member in Scotland it is great to see the Coop have signed the Charter.
    Let’s hope this sees more collaborative partnership working – SDG17 – to promote the only two audited Fair Trade systems in the market, between the Fairtrade Foundation and the UK WFTO GS members.

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  3. Thanks Michael
    Your eloquent statement of case, as Chief Commercial Officer, in support of our continuing commitment to trade Fairtrade in the c7,700 convenience stores within our commercial scope is most welcome.
    It evidences a real co-op difference of which all our members: individual, colleague and independent co-op societies: can be proud.
    Thanks
    Frank

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  4. Great to have your support, Barbara. ^Ian

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  5. As a Coop National Members Council Member, I am thrilled to hear this commitment and passion coming from our Commercial Director – I know it is what the members I represent want – and I know it is one of the most important things we can do for Global security.

    Thanks Michael .
    Let’s hope you have triggered the ‘David Attenborough moment’ for Fairtrade

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  6. As Vice Chair of the Scottish Fair Trade Forum I was Proud to have been at the launch of the Fair Trade Charter. Privileged to have been in the room to hear Michael Fletcher deliver his talk yesterday. The overall Coop contribution to this Conference was outstanding.

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    • Looking forward to SFTF promoting the WFTO GS products to Fairtrade Towns etc.
      Great that the Charter was launched in Scottish Parliament with CEO’s from the Fairtrade Foundation and WFTO – together is better 👍

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#TheCoopWay, Communities around the world, Fairtrade #TheCoopway, Food #TheCoopWay