A fair deal

The re-designed Cafédirect’s range pictures authentic tools used by growers
The re-designed Cafédirect’s range pictures authentic tools used by growers

Fairtrade is even more important during a recession, says Fairtrade Mark Ireland, “when prices paid to producers are likely to fall.” And a recent Globescan survey shows consumers agree.


Brand Central

8 July 2009

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Retail sales of Fairtrade products in Ireland increased by approximately 30% in 2008 to EUR*30.5 million. While the rate of increase has slowed compared to 2007 and 2006, Fairtrade’s core sales remain buoyant. Topaz and Centra also recently announced they are converting all coffee-to-go to Fairtrade.

Traditional Fairtrade products like coffee and tea are stocked by all main Irish retailers, who are now extending ranges to include products like wine, rice, chocolate, fruit, juice, snacks and clothing. Ben & Jerry’s has also launched new Fairtrade Macademia, and Cadbury’s has converted to Fairtrade. Fairtrade Mark Ireland executive director Peter Gaynor says Fairtade has always been consumer-led here and is imperative in recessionary times “when prices paid to producers are likely to fall.”

The Rainforest Alliance programme has also expanded significantly. Rainforest Alliance certification of forest and farmlands grew by 23% during 2008, as a result of consumers choosing certified goods. In addition to coffee, bananas, tea and cocoa, new crops such as grapes, açai and chestnuts were added in 2008. Sales of Rainforest Alliance Certified coffee in 2008 totalled over one million bags, and sales of cocoa from certified farms grew an estimated 270% worldwide. In Europe in 2008, the Rainforest Alliance Certified seal emerged on several major brands including Lyons Tea, Costa Coffee, and Kenco.

Steaming ahead for Fairtrade growers

As the Fairtrade hot beverages market continues its accelerated growth, Cafédirect, Ireland’s only 100% Fairtrade hot drinks company, is rolling out a number of brand initiatives.

In June Cafédirect unveiled a complete re-design of its portfolio coupled with a new logo. “Part of our brand communications strategy this year is the launch of striking new packaging that captures the pride and passion that Cafédirect growers put into their tea, coffee and cocoa; expertise that resulted in eight Great Taste Awards in 2008,” says Nicola Pearson, Cafédirect’s head of marketing. “Our new bold and bright packs will give us greater shelf prominence within the dynamic Fairtrade hot beverage market and help communicate our strong point of difference,” she adds.

In addition, the re-brand sees the three sub brands Cafédirect, Teadirect and Cocodirect unite under one integrated Cafédirect brand. The move will leverage “the power and loyalty of the parent brand” and help consumers to find the products more easily in-store.

As part of its brand-building programme Cafédirect will be rolling out a number of new products over the coming months and has confirmed it will be launching an innovative above the line campaign over the summer.

First and largest importer

Bewley’s describes its products as belonging to a “much-loved, iconic and pioneering Irish brand.” In the spirit of its pioneering heritage, Bewley’s was the first and still is the largest importer of Fairtrade coffee to Ireland. Bewley’s Fairtrade organic coffee is grown in the central highlands of Guatemala in a region that is considered to be one of the best natural coffee regions in Central America.

Bewley’s Special Reserve Fairtrade Tea was awarded a gold medal at the Guild of Fine Food’s Great Taste Awards 2008. The tea is sourced from a single estate east of the Rift Valley on the slopes of Mount Kenya. Expertly blended, it is described as having refined and delicate aromas and flavours.

Recession-beating blends

James Sweeting, director of Lincoln & York believes that in spite of the recession, there is still a strong demand for ethical coffee in the UK and Ireland. “At Lincoln & York, even though some of our clients are asking for cheaper products or “recession-beating blends”, ethical production is still high on the agenda for many consumers and, as a result, our own Fairtrade and Rainforest Alliance coffees are up 20% year-on-year by value. I don’t think that this demand will falter in the next 6 months,” says Sweeting.

Lincoln & York holds accreditations from Fairtrade and Rainforest Alliance, as well as organic and UTZ certification. In additon, Lincoln & York operates its own ‘Community Coffee Scheme,’ forging direct relationships between growers, cooperatives and its customers, to ensure the quality coffees are rewarded directly with premiums over market prices, and to help develop long-term sustainable business.

Ghana cocoa sales tripled

Plans by Cadbury and Fairtrade Mark Ireland will see Cadbury Dairy Milk, the country’s top-selling chocolate bar, achieve Fairtrade certification by the end of Summer 2009. The move will result in the tripling of sales of Fairtrade cocoa for farmers in Ghana, both increasing Fairtrade cocoa sales for existing certified farming groups and opening up new opportunities for thousands more farmers. Aideen Murphy, brand manager with Cadbury Ireland, said: “We are proud to make this announcement, which builds on our heritage of working with our supply chain to ensure the quality of life of farmers and the communities in which they live.”

The newly certified Cadbury Dairy Milk bars will appear on Irish shelves from August.



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