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Fairtrade Fortnight.

This year's Fairtrade Fortnight is focusing on a Big Swap scheme to encourage consumers to swap their normal purchases for Fairtrade versions.

Shoppers will be encouraged to register the swaps they have made on an online swap-o-meter. The Fairtrade Foundation, which is organising the two-week event, is hoping to log at least a million swaps.

"Fairtrade Fortnight is a fantastic opportunity for retailers to promote Fairtrade and give customers access to more items," says Fairtrade Foundation executive director Harriet Lamb. "Customers tell us they would buy more Fairtrade goods if they were available."

Among the suppliers taking advantage of Fairtrade Fortnight is Cafedirect, which intends to carry out sampling. "At Oxfam, we will be encouraging shoppers to donate old clothes and goods and giving them 40 tea bags in return," says Cafedirect senior national account manager for grocery Ben Styche.

The Co-operative will run a price promotion on its Fairtrade own-label bottled beer. "The Fairtrade bottled beers are performing very strongly and we anticipate sales will increase further following our expansion into Somerfield stores," says Vicky Wood, category development manager for beverages.

The event will benefit from a high-profile push on 25 February on Channel 4, when an entire ad break during reality show My Dream Farm will be dedicated to the cause. The broadcaster hopes to entice smaller suppliers by offering a production subsidy for new advertisers.
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Article Type:Brief article
Geographic Code:4EUUK
Date:Feb 20, 2010
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