Fairtrade awareness reaches two thirds in NZ

Recognition of the FAIRTRADE Label has reached 66% – an increase of 8% on 2011. The news comes from a survey carried out by Colmar Brunton in June following Fair Trade Fortnight (5-20 May 2012).

“For almost 10 years the FAIRTRADE Mark has shown Kiwi consumers which product choices help the farmers who grow the likes of our coffee, tea, cocoa, bananas and cotton in developing countries” says Stephen Knapp, CEO of Fairtrade ANZ.

“Support for Fairtrade just keeps getting bigger and bigger and it’s great news that two thirds of New Zealanders are now familiar with the distinctive green and blue FAIRTRADE Mark. That awareness has led to higher purchase and that’s what creates a better deal for developing country farmers” says Knapp.

More than half of the 513 people surveyed said they understand that Fairtrade is about fair conditions and helps stop exploitation of developing country farmers.

The survey also shows that more of us are buying Fairtrade products with one in 5 purchasing every month – an increase of over 30% on last year.

“Converting this increase in awareness to a further increase in retail sales will mean even more farmers in places like Papua New Guinea are empowered to trade their way out of poverty and secure a more sustainable future.

‘Last year Kiwis spent $45.4 million on Fairtrade products – up by nearly a quarter on the year before. There are still millions of people who will benefit if we keep up this momentum in awareness and Fairtrade sales” says Knapp.

During Fair Trade Fortnight Michael Toliman from the Neknasi Coffee Growers Cooperative Society toured New Zealand thanking Kiwis for their support of Fairtrade.  “Coffee farmers have been struggling for many years, now Fairtrade brings everyone together across the world, we are one big happy Fairtrade family. Now at Neknasi we have better healthcare, better education and better income” says Toliman.

1.2 million small-scale farmers and workers currently benefit from the fair and stable price and extra Fairtrade Premium paid to farmers in 63 developing countries. The benefits however reach whole communities through improvements paid for by the Fairtrade Premium such as road building, clean water supplies, education and health. In fact more than 6 million people around the world including Pacific nations such as Papua New Guinea and Fiji reap the rewards of Fairtrade.