Revelations that the chocolate and coffee we buy could be supporting child slave labour have significantly boosted the consumer appeal of Fairtrade Certified alternative products.

The social improvements for poor Third World producers and their families that were made possible under the Fairtrade Certification system, were outlined at the National Consumer Congress, in Perth, in March this year.

Executive Director of Fair Trade Austraila and New Zealand (FTAANZ), Stephen Knapp, told delegates that fair price and additional investment premiums paid to small growers enabled them to escape a spiral of debt and poverty, improve local schools and healthcare and keep rural communities intact.

Sales of certified fair trade products in Australia reached $12 million last year. This figure is expected to grow 60 percent to reach approximately $20 million this year.

Coles recently launched its own label of Fairtrade Certified coffee and, this Easter, supermarkets across the country sold organic fair trade chocolate eggs.

However, Mr Knapp said much more support was needed by Australian consumers.

Purchasing of fair trade products helps prevent exploitation of the poor and the environment, especially in developing nations where unfair trading relationships are based purely on commercial gain.

Mr Knapp said big businesses like Cadburys, Starbucks and Gloria Jeans were increasingly interested in ethical certification with many favouring their own versions of Fairtrade, causing confusion for consumers.

In a bid to stop Australians funding child trafficking and slave labour, World Vision also launched its ‘Don’t Trade Lives’ campaign just before Easter, revealing the human price of cute, ‘harmless’ chocolate bunnies.

World Vision is pressuring Australian chocolate manufacturers to increase the industry’s proposed 50 per cent audit of West African cocoa bean suppliers to free thousands of child slaves.

It recommends consumers seek out ‘good’ chocolate - naming 10 brands of fair trade and organic chocolate certified free from such practices.

In May 2008, the humble cuppa was put under the social impact limelight by fair trade campaigners during Fair Trade Fortnight.

In conjunction with Oxfam - which once famously drenched celebrities in percolated coffee to raise awareness - FTAANZ organised free fair trade coffee breaks in workplaces acrossthe nation in May.

World Vision is also helping bring a Fairtrade Certified coffee to the Australian market. The charity supports Ethiopian farmers who are supplying Melbourne coffee roaster Jasper’s with newly available organic coffee.

Mr Knapp said consumers needed to realise that buying ethical products whenever possible could have profound effects on reducing poverty overseas.

“If enough of us choose the fair trade option we can make a world of difference to poor farmers and their families.

“A community in Africa, Asia or Latin America can build more classrooms, employ a part-time nurse or construct a road so they can get their produce to market.”

Mr Knapp said he hoped to see more fair trade products available from the Asia Pacific region to support disadvantaged communities in East Timor, Indonesia, Papua New Guinea and the Pacific Islands.

Due to its international success, Fairtrade is finding the need to differentiate itself from an increasing range of imitation products and claims.

Mr Knapp said it was increasingly becoming a case of ‘buyer beware’ and that consumers should look and ask for the Fairtrade label.

“We’re concerned about commercial companies jumping on the bandwagon with their own watered down version of fair trade.

“This is being led by the big boys but it permeates right through the market to small roasters in Australia making non-certified fair trade claims of their products.

“These have no third party guarantee and consumers need to be aware of the difference. The Fairtrade label is the only guarantee a product has been produced to international Fair Trade standards.”

Gloria Jeans uses Rainforest Alliance certified coffee which Mr Knapp said also offered a lower certification standard.

Interestingly, Cadbury now owns one of the most premium fair trade brands, Green & Blacks chocolate, and Starbucks is also contributing to the growth of fair trade.

It is hoped in the future support for fair trade products will continue to increase as more consumers realise the advantage of purchasing these products. For more information about the Fair Trade Association or fair trade stockists go to: www.fairtrade.com.au.

Source: Department of Consumer and Employment Protection, Government of
Western Australia. (2008).Consumer choices set to reduce third world
poverty, Better Trading. (6) May/June, 2.

Accessed: Online.