The Co-operative Group has launched a new website to spearhead a marketing campaign to promote and celebrate its Fairtrade credentials, including a major push in Co-operative and Somerfield stores.

As well as TV and press advertising, the awareness campaign makes use of in-store communications, such as in-store radio and point-of-sale material, to communicate The Co-operative’s leadership position of having more Fairtrade products in more stores than any other retailer.

The Co-operative’s wider commitment to Fairtrade is also showcased on the website through guides on how to support Fairtrade in schools, towns and wider communities.

To support the campaign, there are also offers and promotions available on a wide range of Fairtrade products, such orange juice, to encourage people to give Fairtrade products a try and make the switch to Fairtrade.

Recent product innovation has the first beansprouts grown from Fairtrade mung beans.

Brad Hill, Fairtrade strategy development manager for The Co-operative, said: “Fairtrade guarantees a fair price and a brighter future for producers and growers in developing countries. As well as reinforcing our Fairtrade credentials and our position as the leading supermarket supporter of Fairtrade, this campaign will raise awareness of the wide range of products on offer at Co-operative and Somerfield stores, and hopefully persuade even more shoppers to give Fairtrade products a go.”

The new website can be found at http://www.co-operative.coop/fairtrade. As well as explaining the benefits of Fairtrade, the site features case studies and video clips, which bring The Co-operative’s Fairtrade credentials to life, showing how Fairtrade can help growers and their communities in countries, such as South Africa, Argentina, Malawi and Ghana.

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