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The Rise of Label Fatigue

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The Rise of Label Fatigue

Fairtrade Fortnight is a two week celebration and awareness campaign which sheds light on the important and continued work of the Fairtrade movement. As many of you who follow and support our cooperative know, Fairtrade plays an enormous role in guiding our ethics and operations. Whilst many others in the coffee and tea industry have moved to alternative ethical certifications, we have remained devoted and consistent to the work that the Fairtrade Foundation promotes.


What is Fairtrade in a nutshell?

Fairtrade pays farmers a consistent and fair price for their commodities, as judged by the Fairtrade International Committee in Germany. As a result, producers and farmers, such as those who grow our coffee in Honduras and tea in Sri Lanka are able to count on a stable income, and plan for a better life because of it. 


Label Fatigue Today, there is an ocean of independent ethical label certifications across all product ranges, each of them seeking to soothe the customer’s conscience without any clear explanation of what the logo guarantees. This has been referred to by some as ‘label fatigue’, the idea that there are so many competing label certifications that customers will default to previous purchases or price to make food choices. Put simply, there are too many labels for us to know what they all mean.


The Fairtrade movement runs the risk of being drowned out by competing label certifications, meaning campaigns like Fairtrade Fortnight are more important than ever. 


Bourton on the Water 

The importance of Fairtrade to us at Revolver and Coop Coffee has been echoed by other cooperative societies over the two week campaign, such as Midcounties Coop. At their Bourton on the Water supermarket, for example, the first thing you see upon entering the store is a Fairtrade stand, including our Ethiopia and Peru single origin coffees. 


We’re exceptionally proud of our relationship with the Midcounties Cooperative and other societies for their commitment to Fairtrade. As an ethical and environmentally conscious cooperative, we are mindful of the way our products are produced, so it’s a pleasure to see a shared passion in Bourton on the Water – not just with coffee and tea, but a range of offerings. 


You can find out more about the Fairtrade movement by heading to https://www.fairtrade.org.uk/. If you’d like to learn more about our cooperative, or become a member, email info@revolver.coop and a member of the team will be in touch. 



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Revolver Coffee on display for Fairtrade Fortnight 2020
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