The boom in demand for such products means a market growth of almost 40 per cent every year. With such a swell, how do the consumer and proprietor know which product to choose?
Many different initiatives and accreditations exist in the business, each with a similar goal – lifting developing nations from the poverty trap – yet each have different ways of approaching the problem. Here is an explanation on some of the main players and how each defines its role.
The Fairtrade Foundation
According to TNS, latest awareness figures in September 2009 show that 72% now recognise the Fairtrade Mark, up from 68% in April 2009. Research by international food and grocery expert IGD showed that nearly three-fifths (59%) of shoppers said they were active supporters of Fairtrade.
Fairtrade works by guaranteeing producers a price over and above pre-existing market offerings for their product. Producing organisations are required to meet certain standards set by the certifying body, the Fairtrade Labelling Organisation (FLO).
The FLO inspects and certifies producers and all that meet the standards set are able to display the Fairtrade Mark on their products. If a product states it is fairly traded, but does not carry the Fairtrade Mark, it is not Fairtrade.
Rainforest Alliance
The core principle at the heart of the Rainforest Alliance is its sustainability. It is an international non-profit making organisation that takes the lead in certifying well-managed forestry operations.
Its approach to agriculture is one that co-exits with social and environmental principles, creating eco-systems geared towards promoting a sustainable future for communities.
The Alliance has developed a comprehensive set of standards for farmers designed to reduce deforestation and water pollution, whilst ensuring that workers have access to healthcare, education and decent housing.
The Rainforest Alliance promotes a return to traditional and sustainable forms of farming in the hope of lowering costs and delivering a better product.
The Soil Association
The Soil Association is the UK’s largest organic certification body.
Under EU regulations to legally market any product claiming to organic, i.e. not treated with synthetic fertiliser or pesticides, it must be certified by an approved body.
To achieve certification, the farmer must meet certain stringent standard, under which most farms will need to endure a two-year conversion where land is managed organically, but product may not be marketed as such.