Fair Trade Certified Sales Up 30 Percent in Grocery Stores

OAKLAND, Calif., Oct. 14 /PRNewswire/ -- Fair Trade USA, the leading third-party certifier of Fair Trade products in the United States, celebrates National Fair Trade Awareness Month with a multitude of news announcements from household brand names to coincide with the Natural Products Expo East in Boston.

Fair Trade has generated significant momentum during 2010 in the United States. Ben & Jerry's and Green & Black's kicked-off the year by announcing they would convert 100 percent of their products to Fair Trade Certified™ ingredients; Green Mountain Coffee converted two of its top iconic blends—Our Blend and Vermont Country Blend—to Fair Trade; certified coffee imports were up 25 percent and 47 percent of all imports were also organic; Fair Trade cooperative CECOVASA was awarded the People's Choice Award at the Specialty Coffee Association of America's Cupping Competition; and the Fair Trade Towns USA campaign increased the number of official Fair Trade Towns from 13 to 20, including Boston.

And now SPINS, the first company to offer Natural Products sales data to the industry, has issued a report that builds on that strong foundation. SPINS reports that sales of Fair Trade Certified™ products at grocery stores grew by 30 percent this year, to $140 million, lead by growth in packaged coffee (44 percent), and ready-to-drink tea and coffees (51 percent).(1)  Other notable double-digit contributors include the refrigerated juices & functional beverages category that was introduced in 2009 (98 percent), carbonated beverages (38 percent), chocolate candy (29 percent), and shelf stable functional beverages (10 percent). Frozen desserts are up eight percent and teas are up four percent, with cocoa and hot chocolate as the only category to experience a decline, down eight percent.

This is yet more proof that even in tough economic times, consumers care. In 2009, the BBMG Conscious Consumer Report stated that three-fourths of consumers (77 percent) believe they can make a difference by buying products from socially and environmentally responsible companies, and two-thirds agreed that even in tough economic times it's important to buy products with social and environmental benefits (4 point scale). And over half (51 percent) agreed that they are willing to pay more.

Additionally, just in time for Natural Products Expo East, Fair Trade USA is proud to announce:

What's New(s)

• Honest Tea announced today that it is committed to expanding its Fair Trade Certified™ offerings to include its entire tea portfolio. In 2003, Honest Tea launched the first Fair Trade Certified™ bottled tea in the U.S. with its introduction of Peach Oo-la-long. Since then, the company has continued to increase its Fair Trade offerings. Over the past three years, Honest Tea expanded from seven to 19 varieties. With this new initiative, all 27 of its teas will be transitioned to Fair Trade Certified™ starting in December 2010. The company expects the transition to be completed by the end of the first quarter of 2011.

New Partners Featuring Fair Trade Certified Products

• Twinings continues its tradition of quality by offering a new line of fully Organic and Fair Trade Certified teas, hand-selected from the world's finest tea gardens. Made without any artificial ingredients, Twinings Organic and Fair Trade Certified teas provide a natural and wholesome tea experience. Available in a variety of Blacks, Greens and Herbals.
• Tea Forte invites consumers to get in mint condition with launch of Fair Trade Certified MINTEAS, organic, functional tea mints for daily well-being. Delicious and refreshing Cacao Mate for energy, Ginger Pear with gingko for focus, Lemongrass Yuzu for relaxation, Lime Mojito for wellness and Matcha Chai for fitness. A convenient way for today's on the go consumer to embrace a life of health and wellness.

Well-Known Brands Expand Fair Trade Offerings

• Ben & Jerry's and Green & Black's kicked-off the year by announcing they would convert 100 percent of their products to Fair Trade Certified ingredients;
• Green Mountain Coffee converted two of its top iconic blends—Our Blend and Vermont Country Blend—to Fair Trade;
• Choice Organic Teas, the first exclusively organic tea crafter in the United States and the first in the country to introduce Fair Trade Certified™ teas, has been selected to carry the Jane Goodall "Good For All" brand, featuring the name and image of Dr. Jane Goodall, DBE, with its new product line extension. Oothu Garden Green, Wild Forest Black, Decaffeinated English Breakfast, Rooibos Superfruit, and Yerba Mate Mint form an exceptional collection of flavorful teas.
• Frontier Natural Products Co-op™ introduces Simply Organic® Gluten-free Brownie mix. It's all natural and built around great-tasting Fair Trade Certified™ organic cocoa.
• Glory Bee Foods introduces Fair Trade, organic honey available in 12 oz squeeze bears or raw packed in 18 oz glass jars.
• Whole Foods Markets adds six ready-to-drink, Fair Trade Certified 365 Everyday Value® teas.

Additionally, Maggie's Organics has been working with Fair Trade USA to pilot a program that extends the protections and benefits of Fair Trade certification from the farm and into the factory. We anticipate that Maggie's Organics will soon join Tompkins Point Apparel and Hae Now as the first-ever brands to sell Fair Trade Certified apparel. With this new label, consumers are able to vote with their dollars to support cotton farmers around the world and say no to sweatshops.

In 2009, consumer and industry purchases generated more than $48 million in additional income and funding for education, health care, clean water and other vital social services to support the more than 1.2 million people in Fair Trade farming communities around the world.

SPINS (www.spins.com) is the first company to offer Natural Products sales data to the industry. Established in 1995, SPINS is now the premier provider of industry reporting and consulting services for this rapidly expanding sector. SPINS' comprehensive offering includes retail measurement services, content-based reporting, consumer information and consulting services.

Fair Trade USA (previously TransFair USA), a nonprofit organization, is the leading third-party certifier of Fair Trade products in the United States. Fair Trade USA audits and certifies transactions between U.S. companies and their international suppliers to guarantee that the farmers and workers producing Fair Trade Certified goods were paid fair prices and wages, work in safe conditions, protect the environment, and receive community development funds to empower and uplift their communities. Fair Trade USA educates consumers, brings new manufacturers and retailers into the Fair Trade system, and provides farming communities with tools, training and resources to thrive as international businesspeople. Visit http://www.fairtradeusa.org for more information.

Editors Notes:

• Data for 52 weeks ending Sept 4, 2010; growth rates are over the prior 52 weeks
• Data includes all food, drug, mass merchandisers and natural food stores; excludes Walmart, Whole Foods Markets and private labels
• The majority of Fair Trade Certified product sales come from coffee sold brewed, private label, Walmart and Whole Food Markets.

(1) This data is for the 52 weeks ending Sept 4, 2010; growth rates are over the prior 52 weeks

SOURCE Fair Trade USA