Celebrity bakers back Fairtrade campaign
Fairtrade Foundation is preparing a baking themed awareness campaign as part of its efforts to boost year round support for Fairtrade products.
The not for profit, ethical organisation hopes The Big Fair Bake will inspire the public to bake for others using Fairtrade ingredients such as sugar, chocolate, nuts and raisins at the same time as highlighting the farmers that produce Fairtrade products.
Celebrity bakers and chefs including Hugh Fearnley-Whittingstall, Mary Berry, ‘The Fabulous Baker Boys’ – Tom and Henry Herbert, The One Show’s Anita Rani, Masterchef judge Gregg Wallace, Wahaca founder Thomasina Miers and Levi Roots have contributed recipes inspired by Fairtrade farmers and workers.
The Big Fair Bake, runs from 24 September to 7 October.
Fairtrade has previously outlined plans to ramp up year round marketing activities around Fairtrade to grow awareness beyond the traditional two-week campaign around Fairtrade Fortnight.
More than a quarter (28 per cent) of Britons bake once a week, according to Mintel’s 2010 report, and interest is increasing thanks to the popularity of home cooking shows such as The Great British Bake Off and Masterchef as well as the recessionary trend of cooking from scratch.
Fairtrade is also inviting consumers to share what they are cooking with others on social media as part of the ongoing Take a Step campaign launched earlier this year.
The Foundation aims to encourage consumers to take 1.5 million steps towards Fairtrade this year, to represent every farmer that Fairtrade aims to work with in developing countries.
Sales of Fairtrade products increased 12% last year to €4.9bn (￡3.9) according to the Foundation’s annual report published last week.
