Sainsbury's Fairtrade Pledge

Earlier on we reported some of Sainsbury's new plans for their Fairtrade range. Only one day into Fairtrade fortnight and they've already made a massive pledge to further their support of Fairtrade.

Increased Fairtrade sales

1. Pledge to grow Fairtrade sales 145% to £130 million in 2007 and to increase to £200 million by 2008

Fairtrade ambassadors

2. Sainsbury's creates Fairtrade ambassadors in Africa

Financial support for community projects

3. Social premium of £4 million to be generated in bananas alone as move to 100% Fairtrade completed

Fairtrade drinks in restaurants

4. Conversion of all tea, coffee and hot chocolate to Fairtrade in Sainsbury's in-store restaurants

More countries, more products

5. Increased support in 49 Fairtrade countries, 13 years of selling Fairtrade food, now 120 lines

Fairtrade Fortnight Bargains

6. Customers to receive 20% off selected Fairtrade items in-store during Fairtrade Fortnight

This is really cool, and an excellent move by Sainsbury's. Let's hope that other big supermarkets will follow suit!

Sainsbury's Fairtrade Highlights 2006-2007

Fairtrade Fortnight 2007 will mark the first anniversary of Sainsbury's commitment to having 75% of its rose bouquets as Fairtrade. In 2006 this generated a social premium of £220,000
In December 2006 Sainsbury's announced it will be the first retailer to convert to its entire banana range to 100% Fairtrade, creating an expected social premium of circa $7.8m (£4m) in 2007, which will be returned to the growers and their communities
In 2006 Sainsbury's made the UK's biggest single-ever order of Fairtrade cotton and this Fairtrade Fortnight, Sainsbury's will launch its own range of clothing made from Fairtrade cotton.
Sainsbury's announced today that all tea, coffee and hot chocolate in Sainsbury's in-store cafes will be 100% Fairtrade

Sainsbury's Fairtrade Facts:

1994 - Green & Blacks Maya Gold Chocolate was the first product awarded the Fairtrade mark. Sainsbury's were the first major supermarket to launch it and have sold it ever since.
1998 - Sainsbury's range had extended to Tea, Coffee, Chocolate, Geobars and orange juice.
2000 - Sainsbury's became the first major supermarket to launch Fairtrade bananas. Sainsbury's range had reached 25 lines, the mark is updated and we are encouraging customers to "Trust your Taste"
2004 Sainsbury's celebrate 10 years of Fairtrade - with in store offers and tastings to engage customers.
2006 Sainsbury's announces its intention to convert 75% of rose volume to Fairtrade and become the largest Fairtrade retailer.
2006 Sainsbury's placed the UK's biggest ever-single order of Fairtrade cotton, to produce 200,000 Fairtrade cotton t-shirts in support of Sport Relief.
2007 Sainsbury's converts all it's banana suppliers to Fairtrade. Sainsbury's CEO Justin King visits the Windward Islands to personally visit the Fairtrade farmers who have benefited from Fairtrade. Sainsbury's sells 1,000 bananas a minute. Sainsbury's stores begin to sell the first supermarket Fairtrade cotton clothing range.

Misc Fairtrade Facts:

To support the Fairtrade hot beverages range, Sainsbury's will also be launching Fairtrade white and
Demerara sugar sticks to replace current sachets
Sainsbury's spent £53m on Fairtrade products in 2006
The top five Fairtrade products at Sainsbury's are: bananas, roses, coffee, tea and chocolate.
The Fairtrade Foundation is the UK member of Fairtrade Labelling Organisations (FLO) International and licenses products to carry the FAIRTRADE Mark
60% of Sainsbury's shoppers buy Fairtrade products during their shop
80% of Sainsbury's shoppers know what Fairtrade products are (ACNielsen)
52% of Sainsbury's shoppers state "I think we should all try to buy more Fairtrade products" (Market average is 50%)
45% of Sainsbury's shoppers state "I feel good about buying Fairtrade products" (Market average is 42%)
Sainsbury's food range include 120 lines by Fairtrade Fortnight 2007

Source : J Sainsbury plc