12
Supermarket sweep
‘M&S was the first
major retailer to launch
Fairtrade cotton in
2006. It now supports
Photograph by Didier
Gentilhomme
thousands of farmers’
Demand for Fairtrade products is increasing
and supermarkets are responding positively
to it. Carmel Doyle reports
ALTHOUGH Fairtrade products were only manager at M&S, explains how its carry a 25pc-off promotion on over 70 of
available in niche retail outlets a few Fairtrade range has diversified to include its Fairtrade lines.
Cottoning on
years ago, items with the FAIRTRADE clothing. “The company now stocks Superquinn stocks more than 50 In 2007, M&S pledged to increase the
Mark are now stocked by most of the lar- Fairtrade T-shirts, bedding, towels, kids’ Fairtrade products, ranging from coffee, amount of Fairtrade cotton it uses. “We
ger Irish supermarket chains. wear and lingerie as well as Fairtrade fruit and vegetables to jams, ice cream are now the world’s biggest buyer of
Retailers such as SuperValu, Tesco men’s trousers and shirts. M&S was the and cosmetic products. According to Fairtrade cotton, with over a third of the
Ireland, Superquinn, Dunnes Stores and first major retailer to launch Fairtrade Valerie Rice, marketing director, the plan world’s supply. This is helping us put over
Marks & Spencer (M&S) now stock cotton in 2006. This was initially with a is to expand the supermarket’s range of 20 million Fairtrade cotton garments on
Fairtrade products. Both to support the small range of products and has grown in Fairtrade products in each category to our shelves,” explains Louise Nicholls,
Fairtrade movement and satisfy customer response to customer demand over the meet the needs of every customer. “Our food ethical trading manager, M&S.
demand, supermarkets are continuously past two years. It now supports thou- Fairtrade bananas are a strong seller for Fairtrade food sales are up 20pc this
diversifying their product lines. Many are sands of farmers,” she explains. Superquinn. In the past year, we have also year at M&S and Nicholls says the com-
stocking Fairtrade foods, wines and bev- Tesco Ireland strongly supports seen a growth in our key lines of tea and pany has sold 3.2 million Fairtrade cotton
erages while some chains have also taken Fairtrade in guaranteeing that coffee,” she explains. garments. M&S regularly sends surveys
on Fairtrade clothing ranges. developing-world farmers are paid a price Commenting on the surge in demand to customers asking them for their views
In June 2007, the supermarket chain that covers their cost of production plus a from consumers for Fairtrade products, Rice on its product ranges and ethical values.
Lidl became the latest retailer to launch a premium to be spent on projects that ben- says they are now more aware of the Nicholls says Fairtrade often comes up as
range of Fairtrade-certified products. efit their local communities. As Seamus Fairtrade concept as well as the growing something customers support.
M&S stocks a vast array of Fairtrade food Banim, communications manager at Tesco options available to them. She explains that In each of its stores, M&S also has
and cotton items in its stores as well as Ireland, explains: “We stock over 90 prod- Superquinn has received positive feedback Plan A Champions — employees who
beverages such as tea and coffee, a selec- ucts in the Fairtrade range, including from its customers because they appreciate promote the company’s five-year
tion of Fairtrade wines, sugar in all its chocolate, tea, coffee, wine and even cloth- having the opportunity to choose Fairtrade. ecoplan. Says Nicholls: “During Fairtrade
jams and conserves and Fairtrade choco- ing. Our own-brand Tesco Fairtrade range “We also provide in-store support by pro- Fortnight, they will be responsible for
late products. In addition, all of the coffee includes products such as double choc- moting Fairtrade Fortnight each year. We helping employees in their store under-
that M&S sells in its Café Revive outlets chip cookies, tea bags and orange juice.” do this by highlighting all Fairtrade prod- stand what Fairtrade is about and they
and shops is 100pc Fairtrade. To highlight Fairtrade Fortnight this ucts in our stores using a range of different will also talk to customers about our
Louise Nicholls, food ethical trading year, every Tesco Ireland store will also promotional tools,” says Rice products and the difference they make.”
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