You could be forgiven for not noticing we’re actually slap bang in the middle of FairTrade Fortnight.
Events have been taking place across campus and Essentials have revamped their display of FairTrade products. But it seems the majority, myself included, are turning a blind eye and opting for the cheaper, familiar brands, regardless of how they were produced.
Who can blame them? Students are hardly known for their affluent and extravagant ways. In fact nobody is at the moment. If a product is already being sold at a cheaper price, why buy FairTrade?
It seems to be a marketing dilemma- here is a company trying to persuade us to ditch our allegiances and switch our coffee, chocolate, tea, honey, juices, cakes and cereals to another, unknown (and kind of charitable) brand.
I’d like to think it isn’t just stigma keeping the poor poor, but our western love of the brand is proof it is. As consumers, we face enough difficult choices, but the given practice is to lobby the consumer to change their choice- don’t go to the supermarket, traipse around town carrying everything you will eat in the next week. We realise you didn’t want another supermarket building in the first place, but it’s there now and your local farm is soon to be bankrupt, so go on… spend!
Yes it’s the power of supply and demand, but with such saturated and fragmented markets, people power has taken a serious blow and individual choice has become just that. As a thoroughly dis-empowered consumer, I’d say FairTrade are barking up the wrong tree.
The alternative? Step up Cadbury with their common sense answer to a common sense problem. It has been announced the chocolatey giant will be using FairTrade certified chocolate in Dairy Milk bars from this summer. Only one bar, I hear you scoff? Yes, one bar… that just happens to sell 300million units per year.
It’s a “small” step, but it’s a significant one. Similar things have been done before, but, with the exception of Tetley’s FairTrade teas, never by such a huge brand with the presence and market dominance of Cadbury.
If one company does something, it’s only a matter of time before the others follow suit. Especially if it’s a success. But there’s something even more significant in Cadbury’s decision, and this is where the other brands fall flat on their greedy faces.
When Cadbury began to outgrow its factory in 1879 George Cadbury built Bourneville. And no, this bit isn’t about chocolate.
George believed that if you look after your employees they will look after your business. He built his workers houses, communities with a hospital and wash houses, a canteen and medical treatment. The workers were also treated to bank holiday entitlement … basically George wanted to make sure the workforce had something in return for their loyalty.
And now thousands of Ghana’s farmers will be paid a fair price for their loyalty, too. Indeed, a glass and a half full of cream for everyone.
