Awareness of the FAIRTRADE Mark is at an all time high of 72%

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The Fairtrade brand current state of play

• Awareness of the FAIRTRADE Mark is at an all time
  high of 72
• Amongst shoppers this is 75
• Almost 2/3rds of those who recognise the symbol
  correctly identify what it means better deal
  for producers in the developing world
• 4 in 10 respondents have seen Fairtrade activity
  in the last month
• New partner PR and marketing appear to be
  reaching a wider audience than the Fairtrade
  heartland
• The FAIRTRADE Mark is increasingly highly
  regarded in terms of independence and impact
• 95 of people would talk positively about
  Fairtrade products

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The Fairtrade brand current state of play

• Penetration is growing at the lighter end of the
  frequency range
• 84 penetration overall, 35 regular
• There is a clear market expectation that
  purchasing will increase in future and
  availability remains the key barrier to purchase,
  rather than price
• 32 cite availability issues vs. 26 price
• 10 say Fairtrade isnt important to them
• Of all the product categories, Fairtrade is best
  known for coffee at 59 awareness
• Although there is an upmarket bias on Fairtrade
  (perhaps due to education as much as finance)
  there is no clear age or regional description for
  Fairtrade enthusiasts

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Recap Fairtrade is everywhere in Fortnight
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Recap Our amazing grass roots network

• 454 Fairtrade Towns, 730 international Fairtrade
  Towns
• Over 3400 Fairtrade schools registered
• 112 Fairtrade Universities
• 5888 Fairtrade churches, mosques and synagogues

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The Big Swap needs you
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Available to download at www.bigswap.org.uk
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POS examples
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POS examples
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www.thebigswap.org.uk

• Phase 3 launched January 2010
• Full functionality including swap-o-meter,
  register swaps
• Swap your cuppa focus(tea impact film and case
  studies)
• Move consumers to actions, (pass to friend, share
  button for social networks)
• Swap your look - cotton section
• Events calendar, (Google map of swaps)
• Flickr gallery of swaps

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Focus on tea

• Policy led briefing and event
• Consumer facing tea impact information (film,
  photography and case studies)
• Malawi tea impact study carried out by the
  Natural Resources Institute (full report and
  short version)
• Thousands of campaigner events up and down the
  country (flask mobs, tea dances etc.)
• Campaigner event focus- significant regional
  media coverage of campaigner and Fairtrade
  Foundation events