Consumers are confused when it comes to understanding the principles behind the Fairtrade mark, new research has revealed.
More than 2,500 consumers took part in an online survey on the BBC Good Food website.
Around 80 per cent of consumers think that brands carrying the Fairtrade logo work directly with growers, build long-term partnerships, and reinvest in grower training and development.
In truth, the Fairtrade mark guarantees a fair and stable price for farmers and an extra premium to help improve their lives.
Shoppers are also bewildered when it comes to understanding how much money from each Fairtrade product goes back to the growers, the survey showed.
A total of 47 per cent believe that the same amount of money goes back to, for example, coffee growers, regardless of which Fairtrade coffee product they buy. In reality, companies that buy raw materials from the Fairtrade register are required to pay the minimum Fairtrade price, which covers growers’ costs of production and provides a social premium for investment in community projects. Brand owners whose products carry the Fairtrade mark are not required to work directly with growers.
A total of 87 per cent of respondents bought Fairtrade every week or every month. This supports figures from the Fairtrade Foundation, which show that sales of Fairtrade products have increased by 40 per cent or more each year, to an estimated £430 million in 2007.
A total of 86 per cent of consumers said they would pay a few pence more for quality Fairtrade products.
Fairtrade Fortnight runs from February 25.
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