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UK drinkers reaching for Fairtrade bottles

Published:  22 May, 2019

Fairtrade wine is becoming increasingly popular, with 39% of Fairtrade shoppers seeking out the Fairtrade label on wines and spirits, up 10% on 2010.

The survey of 9,200 consumers was carried out for National Fairtrade Organizations across eight countries by research and advisory consultancy GlobeScan.

It also revealed that 90% of UK consumers recognise the Fairtrade mark, while 84% said they trust the label. And 70% would recommend Fairtrade to friends, up from 50% in 2015.

“There is a very strong body of shoppers who identify with the values of Fairtrade and want business to play fair,” said Sarah Singer, wine supply chain manager at the Fairtrade Foundation. “Where they can, shoppers will reward companies that do the right thing through their purchasing choices, and more than ever seem prepared to influence others with their opinions.

“Consumers have trust in the Fairtrade Mark and Fairtrade’s work in providing fair prices, a living income and helping farmers to escape from poverty is crucial to this trust.”

The Co-op is currently the world’s largest retailer of Fairtrade wines, with 36 on offer. Sainsbury’s sells 18, while Fairtrade ranges are also available in Waitrose, M&S, Morrisons, Tesco, Majestic, Lidl, independent stores and online.

“The great news for wine lovers is that we’re seeing increasing growth and availability of Fairtrade wine in the UK, with more of a higher quality,” added Singer. “The resulting impact that independent certification brings is being celebrated by small farmers and workers. In South Africa, Fairtrade’s dedicated wine programme is focusing on driving even greater impact to workers on Fairtrade vineyards.”

Fairtrade wines are produced in South Africa, Argentina, Chile and Lebanon. Each origin has a different need and reason for Fairtrade’s intervention. There are over 45 wine producers, manufacturers and plantations that work with Fairtrade.