Midcounties Co-operative Links with Revolver…

The Midcounties Co-operative is launching Fairtrade T-shirts in a box to give a better deal to disadvantaged people in India after the idea came from its own workforce. The ethical community retailer is branching into clothing for the first time after several colleagues suggested it in an internal competition for innovative ideas.

The Co-operative is already the leading supermarket supplier of Fairtrade goods. It will sell the T-shirts in 20 food stores to begin with after linking up with supplier Revolver World, a not for profit company.

The T-shirts are made from organic cotton from farmers’ co-operatives in Southern India and all those involved in their production are guaranteed a fair price. The carton packaging has a distinctive design which tells the story behind the product.