Sainsbury’s boss Justin King has issued a pertinent challenge to rival retailers this week to catch him if they can on their Fairtrade credentials.

This ethical movement has maintained strong sales momentum even during the recession - proof that consumers really do want to do the right thing.

The retailers that have gone above and beyond in pledging their support to Fairtrade - especially in the banana category - have clearly distanced themselves from the price war mentality of other supermarkets.

It would be all too easy to assume that these supermarkets are simply paying lip service to consumer demand. However, as a self-confessed capitalist, King is clear that he is not running some kind of charity. Fairtrade makes good business sense - not just in terms of ticking consumers’ ethical boxes, but also in securing sustainable food supplies for the future.

The Fairtrade movement is going to grow, as consumer awareness of the marque, while often still somewhat confused, is swelling. Although there are inherent difficulties in handling Fairtrade fresh produce, such as ensuring ample demand to justify the volumes grown, these will surely be ironed out as the concept progresses and greater economies of scale can be achieved.

While all the major retailers are involved in Fairtrade, those that have already stuck their neck out a little further will be in a more competitive position in the future as the movement gathers pace.

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