More than 90% of Kiwi shoppers want a fair deal for farmers and workers in developing countries, reveals a recent poll.

New Zealand shoppers are in tune with consumers around the world who believe their shopping choices can make a positive difference for farmers and workers in developing countries, according to a new global survey of 17,000 consumers in 24 countries, conducted for Fairtrade International (FLO), by international research consultancy GlobeScan.

More than half of Kiwi consumers surveyed (51%) say they trust the Fairtrade brand, and 76% of consumers who recognise the Fairtrade Label regard it as a trusted label.

The poll shows that a large percentage of New Zealanders have high expectations of companies dealing with farmers and workers in poor countries, with 91% believing companies should pay farmers and workers fairly (compared to the global average of 85%). The same number (91%) agrees that the use of harmful chemicals should be avoided.

More than half of New Zealand consumers (54%) feel empowered to make a difference through their shopping choices, and 79% have high expectations of companies with regard to the important role they have in reducing poverty through the way they do business.

New Zealand shoppers recognise the role Fairtrade plays in enabling them to make a difference, with 53% of those familiar with it saying that the Fairtrade Label makes it easier for them to decide if products are ethically produced. More generally, and in line with the global trend, the study confirmed that 76% of Kiwi consumers believe independent, third-party certification is the best way to verify a product’s social and environmental claims.

Results show 61% of New Zealanders surveyed believe Fairtrade helps farmers and workers in developing countries escape poverty and receive a fair price.

FMCG talked to Fairtrade ANZ ceo Stephen Knapp, who said the survey showed Kiwi consumers, just like the majority of their global counterparts, really do care about farmers and workers getting a fair deal for their hard work.

Q: Please explain how the Fairtrade certification process works.

Fairtrade is a unique certification system with a ‘people first’ approach to trade. Fairtrade offers farmers and workers in developing countries a better deal – the opportunity to improve their lives and plan for their future. Through the Fairtrade Standards, farmers receive fair and stable prices, as well as additional funds known as the Fairtrade Premium, which they decide democratically how to invest in business and community development projects. Typically these investments include building roads to get products to market, health clinics and schools, and training in sustainable farming techniques. A product bearing the Fairtrade Label means independent certification against the Fairtrade standards has taken place at each step of the commercial supply chain: FLO-CERT certifies all Fairtrade producer organisations and is the only ISO 65 accredited certification body for an ethical label.

Q: What is your advice for NZ retailers who want to add Fairtrade products to their offering?

Your customers know that by choosing a product with the Fairtrade label, they are directly helping to create a fairer world for all, and are increasingly expecting companies to provide them with more opportunities to make the fair and ethical choice at the checkout. The GlobeScan 2011 survey commissioned for Fairtrade International has found that when it comes to making a decision in the shopping aisle, Fairtrade is now the most widely recognised ethical label globally, and New Zealand is in line with the global average for recognition – with nearly six in ten consumers being familiar with the Fairtrade Label.

Q: What is your vision for Fairtrade products in New Zealand in 2012?

New Zealand continues to be one of the world’s fastest growing markets for Fairtrade certified products, with sales increasing by more than 100% in 2010, to $36.6 million. This is a reflection that Kiwi consumers really do care about where the products they buy every day come from, and that the farmers and workers at the end of the supply chain are getting a fair deal for their hard work. Fairtrade ANZ therefore looks forward to working with more New Zealand businesses to provide new Fairtrade certified product choices at the checkout to accommodate this growing demand from Kiwi shoppers looking to make the swap to Fairtrade.

We are also very excited about the potential for growth in the sweet treats field. Fairtrade Certified white and raw sugar has recently been introduced by Natural Sugars (NZ) under the Harvest brand in retail stores, as well as PCUs from HealthPak for procurement. This along with plans to introduce Fairtrade ingredients such as vanilla and couverture, which can be used in an expanded range of composite products, will provide a lot of scope for businesses to offer the likes of Fairtrade Certified cakes, biscuits, handmade chocolates and ice cream. Anybody interested in developing new Fairtrade products, or retailing the existing range which includes coffee, tea, sugar, cocoa products, bananas and others, should contact business@fairtrade.org.nz or visit

www.fairtrade.org.nz for more information.