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.

Fairtrade
Celebrity bakers back Fairtrade baking campaign

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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