Every credit for fair trade cause

Congratulations. Your Cover Story on ethical trading “Growing pains” (MW April 3) demonstrated vividly the growing influence of “fair trade” on the market of the Nineties.

It also highlighted the important difference between fashionability, short-term PR and real concern and action for the plight of producers in Third World countries.

The person who will spot the difference is, of course, the customer. Beliefs such as “Trade not Aid”, as espoused by The Body Shop, and Fair Trade, based on self reliance as practised by Traidcraft, will win the day. Traidcraft advances credit to Third World producers which would otherwise be denied it and establishes relationships with these producers, thus cutting out the middle man.

Through a network of representatives, retailers and mail order customers, three key categories – foods, crafts and greetings cards – generate sales which allow this credit to be maintained. Trading for a fairer world is important. Please continue to spread the message.

Tony Jones

Sales and marketing director

Traidcraft

Gateshead

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here