Fairtrade Today...

What’s exciting about being around today in this generation, where there’s a growing ethical movement, is that consumers are searching for more than just a product. The focus isn’t the price point, but rather the farmer, the produce, the story! We face ethical dilemmas everywhere with food, clothing, beauty; do I buy this super cool, of-the-moment t-shirt made in a sweatshop or do I invest in an organic Fairtrade t-shirt from a cooperative in Africa? Being ethical is a lifestyle, not just a fad!

With easy access to the internet and the media, these great ethical businesses, who are collaborating with workers in developing countries, are able to support, stand up and share the inspirational stories from the voices that cannot. Not only this, but also, through the use of social media, these sorts of companies, who ten years ago would have struggled, can now get their message out and most importantly, get their products sold to benefit their Fairtrade partners! Transparency is key.

So the challenge for us all is to pause for a moment to consider the product and its story, before we hit the ‘add to basket’ button...