Why Offer Fairtrade - The Business Case for Fairtrade
Since its launch in Ireland in 1996, the FAIRTRADE Mark has become established as a credible, independent consumer guarantee for products that help producers in developing countries get a better deal from international trade.
Irish retail sales of FAIRTRADE Mark products grew by an estimated 30% in 2008 from €23.3million to €30.5million. This compares favourably to international growth of 22% in the same period. The estimated retail value of sales for FAIRTRADE Mark products internationally in 2008 was €2.9 billion. These figures show that Fairtrade’s core business remains buoyant despite the recession.
Range of Products
The FAIRTRADE Mark currently appears on a range of products including coffee, tea, cocoa, fresh fruit, juice, honey, wine, dried fruit, nuts and sugar, and non-food products such as flowers, sports balls and cotton. The Mark can also be found on composite products that use these ingredients in conjunction with others that are not covered by Fairtrade standards, such as hot chocolate drinks, snack bars, cakes and biscuits. The range of Fairtrade certified products (products carrying the FAIRTRADE Mark) is growing all the time and standards for new categories will be introduced on a regular basis over the next few years.
Consumer research
Results of market research surveys conducted by Millward Brown IMS in recent years indicate that there is growing awareness of, and potential demand for, Fairtrade certified products.
- Proven awareness - Recognition of the Fairtrade logo continues to increase to 64% of Irish Adults
- Willingness to purchase - Almost 2 in 5 claim to currently buy Fairtrade products (within the past 4 weeks)
