The Fairtrade Foundation has announced that, in spite of the recession, it is making significant progress with its five-year 'Tipping the Balance' strategy, which has just reached the half-way mark.

According to Nielsen Scantrack, Fairtrade-certified products soldthrough food and drink retailers grew by 26 per cent in the year to 24 July 2010.

Furthermore, IGD research has revealed that 31 per cent of UK consumers expect to buy more Fairtrade products in the future.

Speaking at the Fairtrade Foundation’s annual commercial conference last week, Ashish Deo, the Fairtrade Foundation’s recently appointed commercial director told delegates: 'One of the Foundation’s key objectives is to shift public opinion and consumer lifestyles to make Fairtrade the norm. With public understanding of the Fairtrade mark now at 65 per cent, in line with regular purchases, this shows that Fairtrade is becoming an active purchase choice.'

The four other Tipping the Balance objectives are: to increase Fairtrade’s impact on producers’ lives; to expand business engagement from compliance to deeper commitment; to grow Fairtrade’s share of key markets; and to scale up the Fairtrade system.

The theme of next year’s Fairtrade Fortnight 2011, Show off Your Label, which is due to take place from 28 February to 13 March, was officially unveiled to the 100 gathered businesses.

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