Total Exotics has formally partnered with producer group Asoproagroin to supply the world’s first-ever Fairtrade sweet potatoes.
The increasingly popular product has been sourced from Costa Rica and will represent a step forward in the extension of the Fairtrade mark on fresh produce. The first harvest will start in Fairtrade Fortnight, from 22 February to 7 March.
The move follows the first Fairtrade melons entering Asda and Morrisons in December and the announcement that the London 2012 Olympic Games will serve exclusively Fairtrade products in a number of categories.
Jamie Rungay, commercial director at Total Exotics, told freshinfo: “This is a great project that will reduce the reliance of small producers on pineapples as a single crop, where producer size has often meant that this is the sole source of family group income. Fairtrade pineapples from Asoproagroin are already an established product in the UK and we look forward to developing their sweet potatoes alongside them.”
Asoproagroin executive director Yoriely Villalobos told freshinfo: “We already supply Fairtrade and organic pineapples, so we are very proud to have been the first to be certified in sweet potatoes.
“The crops will be sown on a rotational basis, alternating between pineapples and sweet potatoes, to reduce nematode pressure and ensure the land is healthier.”
“The benefits of Fairtrade are that we can improve social issues, raise awareness of environmental problems and increase research, training and best practice techniques.”
The product is expected to be in the market in the next four months with a target of next January to have a stable amount of product for fixed volumes. Smaller and medium sized producers are growing the product in an area of around 500-1000 hectares in Zona Norte, Costa Rica.”
Reena Agarwal, business development manager for fresh produce at the Fairtrade Foundation, told freshinfo: “It is excellent that we can extend the range into sweet potatoes. As a movement Fairtrade in the UK has been growing rapidly however, it has been a tough year for Fairtrade tropical fruits. One of the reasons for this is awareness the category, when compared to other Fairtrade products such as tea, coffee, sugar, chocolate and bananas. Another is the price differentiation. However Fairtrade Fortnight should help in increasing awareness and we are planning on launching a healthy eating campaign later in the year which will also help increase the profile of Fairtrade Fruit.”
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