Is There Plain Old American Style Coffee In New Zealand How Fairtrade Fortnight Has Increased Brand Recognition

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How Fairtrade Fortnight Has Increased Brand Recognition

I was reading the plans for Fair Trade Fortnight 2010 and started to wonder how much of an impact the event has had since it started. It turns out that the now annual event was first held in Scotland in 1997. The following year it took place in the rest of the United Kingdom. Since then, the campaign has been rolled out to several countries, including Canada and New Zealand.

The main aim has always been to raise awareness of the fair trade market and promote its products, celebrating fair and ethical trading values. In my reading I learned that in 2009 local authorities and governments, trust groups, charities, ATOs, schools and colleges took part by sponsoring and producing over 11,000 activities. These included fairs, coffee breakfasts, debates, film screenings, fashion shows, wine tastings, cooking demonstrations and raffles. After reviewing the results of Fair Trade Fortnight 2009, in my opinion, the impact since its inception has been astounding.

While scanning the Fairtrade Fortnight Review 2009, I learned about an aspect of the campaign that I was not aware of, but took particular interest in. I came across the highlights of the manufacturer’s tour and was blown away.

Through this, the Fairtrade organization has created a truly inspiring element of their scheme to bring consumers and producers together. There were 35 UK producers present to encourage the public to become more aware of Fairtrade. These prophets spoke at more than 200 selected venues, which included schools, faith groups and universities across the UK, far and wide.

Some of these highly regarded experts included Arsene Sourabie Baperma, a dried fruit producer from Burkina Faso, who appeared at an event at Bournemouth University. Also, Oumarou Gadjere, a cotton farmer from Cameroon and Mahmoud Issa, an olive farmer from Palestine, who spoke at Royal Holloway University. In addition, there were individuals who offered inspirational words to Fairtrade activists such as Cornelius Lynch, a banana farmer from St Lucia. Not to mention the likes of Bernard Srikantha Ranaweera from SOFA, Sri Lanka, who met with influential officials such as the Mayor of Bridgnorth and a representative of the Chairman of Shropshire County Council.

For me, I can’t imagine a more poignant way to convey the message of Fair Trade than through spokespeople and women who live the experience. Of course this should inspire and foster support for the effort, equate to increased awareness and a deep understanding at a fundamental level that will continue. Because anyone can identify the fundamental benefits offered by Fairtrade in their own country, but learning first-hand what it means for those so far away that their plight can be overshadowed by other, more pressing issues obvious, it can be life changing. Such a domino effect is just the kind of force that will carry this wave of ethical progress forward.

Fairtrade Fortnight will be celebrated from 22 February to 7 March 2010. As such, I will be looking for information on where the Producer Tour will visit in 2010. Admittedly, so far, I have made token gestures to support Fairtrade , but I have a feeling that after attending one of the producer’s talks, I will turn into a hard core.

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