This year’s Fairtrade Fortnight is set to go digital as organisers work to increase consumer awareness online with a YouTube video special featuring a host of celebrities.
The annual event champions responsible capitalism and highlights the importance of boosting the livelihood of farmers in developing countries by paying a fair price for products. A team of 12 well known faces including Apprentice star Kate Walsh and comedian Alistair McGowan star in the selection of short films where each celeb starts to dance whenever they see a Fairtrade sign.
John Tashiro, marketing director at The Fairtrade Foundation, said: “Fairtrade Fortnight 2012 will be the biggest online Fairtrade event ever. We haven’t forgotten traditional media routes, but the grassroots movement of Fairtrade supporters and campaigners in the UK are increasingly connected through online tools and communications.”
Organisers hope that the films will be shared across the web and spread the Fairtrade message.
The value of Fairtrade products rose to £1.32 billion in 2011 from £1.17 billion in 2010, equating to a 12% rise. Other premium sectors, such as the organic market, have declined in value. The pleasing figures have been attributed to the the decision of major supermarkets to sell Fairtrade products at the same price as other comparative goods.
Sugar is the top product in the Fairtrade list – over 40% of the UK market now stocks Fairtrade sugar including Tate & Lyle, Sainsbury’s, Waitrose and Cadbury. Morrison’s will also make all of its sugar Fairtrade for the next two weeks.