PackagingNews
Fairtrade label increases recognition
Fairtrade is the most widely recognised ethical label in the world, according to new research by consultancy GlobeScan.
Nearly six in ten shoppers (57%) across the 24 markets surveyed said they had seen the Fairtrade certification mark.
In addition to this, recognition has increased by six points to 65% in the 15 main tracking countries since the study was first conducted in 2008.
The research was carried out for Fairtrade International. It also found that more than 80% of consumers recognise the label in the UK, Ireland, Switzerland, Netherlands, Austria and Finland.
Of those familiar with the Fairtrade label, 64% said they associate it with helping farmers and workers in poor countries escape poverty, found the poll.
Shoppers spent €4.36bn on Fairtrade products in2010, up by 28%, said the organisation.
‘Values’
“This survey proves consumers do care about the people and the communities at the other end of the supply chain,” said Fairtrade International chief executive Rob Cameron.
He added: “They want to be sure that their everyday purchases reflect their values and they expect companies to reflect this need.
“We are taking up the challenge to grow Fairtrade still further so that even more farmers and workers can have better opportunities and more consumers can make the choices they believe in.”
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