An organic brand has been launched for fairly traded food sold wholesale and online.
The Ethical Food Company-labelled lines kicked off with apples and pears but will expand to grapes, citrus and kiwifruit within the next four weeks and then look at taking on salads and vegetables as well as meat, dairy and cereals.
The £50,000 initiative has been two years in the making and is the brainchild of the Ethical Fruit Company, which encompasses Organic Farm Foods (OFF), Green Fresh and Sheepdrove Organic Fruit alongside the brand.
The pre-packs are being supplied through wholesalers in London, Wales and soon Northern Ireland.
OFF joint MD Adam Wakeley said: “The intention is to combine fairly-traded produce with organic to reposition organic and attract more C1 customers. We want to create a new market within the independent retail sector. The basis of it is that we have Soil Association Ethical Trade accreditation.”
