It is a fact that Fairtrade products appeal to a particular set of consumers. I know if I have a choice I will choose a Fairtrade product over one that doesn’t specify, within a student budget of course. What is surprising then is that some companies, and large ones, have chosen to go Fairtrade secretly. Choosing to fulfill all the criteria and go through the certification process with the Fairtrade Labelling Association but choosing not to display it on their packaging. As I learned this week at uni, you could call this deontological ethics (I like big words). All it means is that you do something because you think it is the right thing to do, not because of the consequences, ie not because it fits into your marketing strategy. Café Supreme is one example of this and also Hummingbird coffee. Its kind of cool.
Another secret subscriber to Fairtrade is the Ministry of Education. In their Dunedin offices and right across the country, MofE staffrooms are stocked with Fairtrade tea and coffee – but they don’t want to shout about it either, they’re just quietly getting on with it. Nice work!