A combined marketing drive by the Co-op, Tesco, Asda, Sainsbury's and Waitrose, using the theme 'Checkout Fair Trade,' will mark the biggest-ever push behind ethical products since the Fair Trade Foundation was launched 10 years ago. Fairtrade products now account for sales in excess of 拢100m.
The Co-op, which already stocks Fair Trade branded products in its 3000 stores is to launch the first spirit to carry the mark in the UK, with Fair Trade premium white rum going into stores from March 1.
The company will also offer discounts across 93 branded and own-label Fair Trade food and alcohol products to broaden awareness of the ethical mark.
Other supermarkets including Tesco, Sainsbury's, Asda, Waitrose and Somerfield, have also ramped up their efforts for the Checkout Fairtrade campaign to capitalise on the mark's appeal to affluent consumers.
Tesco is to run a short film on its in-store Tesco TV network about third world farmers who benefit from fair trade, while Somerfield is running a sampling campaign in its key regions across the UK, giving away tea and coffee sachets with local newspapers. It will also offer a 20% discount on all its fair trade products.
Waitrose is to feature fair trade products at point of sale, as well as creating a recipe card, while Asda and Sainsbury's are to hold in-store tastings and promote the benefits of fair trade.
A Mori poll last year revealed that the number of people who recognise the Fairtrade mark has doubled to 39% since 2002.
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