As an added incentive for customers to swap everyday products for Fairtrade versions, The Co-op is offering up to 20% off selected Fairtrade products including its own brand tea to encourage shoppers to “switch their cuppa” to Fairtrade.
The Co-op ha this week extended its Fairtrade commitments to all the Somerfield stores it acquired last year.
The Co-op claims that the acquisition of Somerfield could boost Fairtrade sales by £40m per year.
The chain is planning to spend an additional £500,000 in 2010 on development projects beyond its existing Fairtrade commitments.
Sainsbury’s announced earlier this week that it is the biggest retailer of Fairtrade products worldwide.
The Co-operative came out top in a survey to find which brand is most associated with Fairtrade, according to exclusive research carried out for Marketing Week by Lightspeed Research in January.
The Fairtrade Foundation is ramping up its digital activity for Fairtrade Fortnight, which runs from 22 February.