DIARY: Hit Or Miss... Fairtrade Foundation

The Fairtrade Foundation has capitalised on passing the £100m turnover barrier with a plethora of media coverage lauding its achievements. Headlines reported a 'quiet retail revolution' and that shoppers of the 21st century are voting with their trolleys, happy to pay a small premium to ensure food producers in the developing world get a better deal. The BBC reported how the brand has 'hit the mainstream', with sales up 46 per cent on last year and the latest addition to the Fairtrade range, roses, on sale from last Monday. Conscience shopping is coming of age.

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