Nestle, The Co-operative and Sainsbury's are among the lead partners for this year's activity, which runs from 25 February until 10 March.
and called for consumers who were unfamiliar with the brand to buy Fairtrade-certified products.
The forthcoming activity will now ask customers and partner businesses to 'do more' by purchasing certified products from a wider range of categories.
Cheryl McGechie, director of public engagement at the Fairtrade Foundation, explained:'ÔSomeone might buy Fairtrade coffee, but we want to encourage to them buy more than one Fairtrade-certified product.'
In a further departure from its traditional annual marketing plans, the charity is lining up a global campaign in September to encourage 'deeper understanding' of Fairtrade.
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