New research, released today by Marks & Spencer in association with the Fairtrade Foundation, reveals that more than half the population would now buy more Fairtrade products to help communities in developing countries, following the increased awareness due to recent events and publicity surrounding Africa.
The research found that 55% of shoppers claim they are now more likely to buy Fairtrade goods, demonstrating that the UK public want to play their part in building a better future for African countries. This compared with 47% of people who said that they are more likely to donate money to charities supporting projects in Africa and 13% who said they would write to their local MP.
The survey, conducted by Taylor Nelson Sofres (TNS), also asked for the public's views on how businesses can best help Africa. The majority, 83%, said businesses should improve long term trade links to benefit African producers rather than simply donating money to charitable causes (10%). 57% believe that British businesses are not yet doing enough to help African countries out of poverty.
Mike Barry, Head of Corporate Social Responsibility, Marks & Spencer commented: "The general public are recognising that one of the best ways to help developing countries, including those in Africa, work their way out of poverty is through improved trade links. People know that by purchasing Fairtrade products they are making a real difference to growers and their communities.
"In response to growing customer demand, we recently changed all the tea and coffee in our 190 Café Revives to Fairtrade only - and it's the first of the major coffee chains in the UK to do so."
Barbara Crowther, Head of Communications, Fairtrade Foundation said: "These figures indicate that ever growing numbers of consumers are realizing that their own actions can have an immediate and positive impact on the lives of farmers in poorer countries. Also, price is not the only concern for consumers when they go shopping - they want the reassurance that farmers in developing countries are getting a better deal. Being able to trade on fairer terms means that farmers and communities in Africa can take matters into their own hands and make poverty history for themselves."
In addition to Fairtrade tea and coffee in Café Revive, Marks & Spencer now offers customers Fairtrade certified fresh produce including avocados, bananas, mangos and pineapples, in its Food Halls. In the UK, sales of products with the FAIRTRADE Mark, which reached £140m in 2004, are doubling every two years. The figure for overall international sales of Fairtrade products in 2004 has exceeded £500m.
For further information contact:
Marks & Spencer Corporate Press Office - Clare Wilkes 020 7940 1184
Fairtrade Foundation Press Office - Eileen Maybin 020 7440 7686
Notes to Editors
1. Taylor Nelson Sofres (TNS) carried out its research in July 2005 via telephone interviews of a representative sample of 1,000 adults.
2. Marks & Spencer's Café Revive is the third largest coffee chain in the UK by turnover (Source: Allegra Strategies).
3. The Café Revive Fairtrade tea is produced by small holder farmers in Kenya and processed at a local factory collectively owned by the farmers. It is sourced through our supplier Ringtons.
4. Café Revive's Fairtrade coffee blend is organic, certified by the Soil Association and is purchased through our supplier, Matthew Algie. It is sourced from Honduras, Peru, Ethiopia, Sumatra (Indonesia) and Tanzania, where relevant farmers' co-operatives in each country supply the Fairtrade market.
5. As a result of the unique partnership approach for Fairtrade tea, coffee and fresh produce, each co-operative benefits from an increase in farmers' incomes, improved local employment opportunities and re-investment in local communities.
6. UK shoppers can now choose from more than 900 products from more than 150 companies, including coffee, tea, cocoa, chocolate, snacks and biscuits, sugar, honey, fruit juice and fresh fruit
