The everyday products that we all put into our shopping baskets on autopilot can have more impact on the world’s economy than the votes we cast in our ballet boxes. It’s a bold claim to make, but it’s one I firmly believe.
Clipper Teas made a commitment to sustainable and ethical sourcing more than two decades ago, when we launched our first Fairtrade tea into UK supermarkets back in 1994. We’re proud to be a different kind of tea company, and what makes us different is our commitment not just to great taste, but also to developing pure natural products with a clear conscience.
When we embarked on this journey, we knew there was a long road ahead of us. Today, we are proud to offer a growing family of Fairtrade teas, coffees and hot chocolates. Big strides have been made as we continue to support tea producers and surrounding communities, but we haven’t yet reached our destination.
The UK grocery market’s worth in 2015 was £177.5bn, and is set to rise by 13% by 2020. Yet the UK Fairtrade market itself is currently only worth £1.6bn according to estimates by the Fairtrade Foundation. There is a sizeable disconnect here, and one that must be addressed.
While it is encouraging to see growing consumer support for Fairtrade, with volumes of Fairtrade tea, coffee, cocoa and bananas all rising in 2015, the message still needs to hit home on a wider scale with UK shoppers. We need to get people to think differently, and this ultimately comes down to education.
A crowded marketplace
Fairtrade brands must be willing and able to show both consumers and non-certified brands alike what it means to be Fairtrade. And we must do so in a world where so many other products on supermarket shelves are now either natural, organic, or locally grown.
The grocery marketplace has never been more competitive, with pricing at the top of the agenda for many. But Fairtrade brands must not be disillusioned by this. Instead, the focus must be on making shoppers aware of the impact that purchasing ethically-sourced Fairtrade products can have, and then encouraging them to do so. Not only will this improve the end product, but it will also raise the bar for other brands to become Fairtrade compliant.
The onus lies with us as tea providers. If we are not effectively communicating the Fairtrade story to consumers, can we really expect to make a real change to purchasing habits?
There’s a two-fold challenge for Fairtrade providers. We have both an obligation to deliver sustainable sourcing and to promote its societal benefits, while at the same time we must all produce high quality products that meet consumers’ taste expectations and address ever-evolving consumer trends.
There’s no place for Fairtrade modesty
I’ve witnessed, first-hand, the tangible differences that have been made to the infrastructure, healthcare and schooling in developing countries through a Fairtrade approach that supports tea plantations and smallholders.
In my opinion, Fairtrade brands should be anything but modest when it comes to communicating the difference that they make to the world’s food and drink supply. It’s easy to shy away from shouting about this, but there is a message that deserves to be heard.
Fairtrade provides opportunity. Fairtrade builds and unites communities. Fairtrade educates people.
It allows smallholders to thrive and benefit from both selling their goods at a fair price and receiving a Fairtrade Premium, an additional sum which goes into a communal fund for workers and farmers to use. Thiashola Tea Estate is an example of the impact that this Premium can have, with funds invested into projects such as low interest loans for workers, schools buses and healthcare on site.
Although great progress is being made in countries such as India, China, Africa, and Sri Lanka, the real work now needs to be done here in the UK. We must translate the stories from these countries to UK supermarket shelves. Consumers need to fully grasp the importance of making a conscious decision to buy Fairtrade, and the difference that making this small choice at the check-out can make.
Of course, one of the best ways to tell the story is to let the tea do the talking – but wider awareness is still needed. Fairtrade is building the framework for future generations of tea growers to farm better and reap higher returns. It means complete trust throughout the supply chain, with better prices for producers, decent working conditions, local sustainability, and fairer terms of trade for farmers in the developing world.
Shoppers who recognise the value of Fairtrade have the power to touch the lives of numerous families and communities through the products they choose to purchase.
It’s not going to happen overnight, but we believe that the world can be changed. One cup of Clipper at a time.
