Back in July, in one of its ‘Long Read’ pieces, The Guardian asked ‘Is fair trade finished?’ It’s a fair question (pun intended) as Fairtrade International will be marking 25 years of the familiar Fairtrade ‘mark’ in October this year. The blue and green logo is ubiquitous in our supermarkets on everything from chocolate and coffee, to flowers and cotton pads, and has become visual shorthand for easy, ethical shopping without having to think too hard about it. Fairtrade sets social, economic and environmental standards for both companies and farmers and workers. For farmers, the standards include protection of workers’ rights and the environment; for companies it includes the payment of the Fairtrade Minimum Price plus additional Fairtrade Premium to invest in business or community projects of the community’s choice.

The long read: Is fair trade finished?

The Fairtrade Foundation is a UK-based, non-profit organisation and registered charity. It is a member of Fairtrade International, formerly known as FLO – Fairtrade Labelling Organisations International. Fairtrade Foundation license the use of the mark in the UK and Fairtrade standards exist for the following products: 


But what about products that aren’t certified?

Fairtrade relates largely to crops grown in the global south, so understandably home-grown produce is never going to hit the mark in that respect. As conscious consumers think about climate change and environmental impacts, is it in some sense ‘better’ to buy Fairtrade roses from Kenya or tulips from the UK? And what about products made using some Fairtrade ingredients, but which don’t get the mark because they are not 100% Fairtrade certifiable? There has been some disgruntlement amongst campaigners about the treatment of stalwart fair trade organisation Traidcraft UK over a labelling issue and use of the mark.

The Fairtrade Foundation has recognised the dilemma and is trying to deal with it through the introduction of various programmes. Rather than focusing on all the ingredients in a final product, highlighting specific commodities mean companies can still highlight their Fairtrade credentials. Somewhat more controversially, they have also starting working directly in Fairtrade Partnerships, where companies are developing their own sustainability schemes. The most prominent of these is the Cocoa Life partnership between Fairtrade and the Cadbury brand under Mondelez. 

Commodity specific programmes

Fairtrade or Fair Trade?

At this stage, it’s worth pointing out the difference between ‘Fairtrade’ and ‘fair trade’ – and it’s not just a question of spelling and semantics. If Fairtrade is based on commodities, then the World Fair Trade Organisation (WFTO) defines fair trade as ‘a trading relationship, based on dialogue, transparency and respect, that seeks greater equity in international trade.’ So, in essence, fair trade deals with production and manufacturing processes and there are other organisations offering certification, usually based on WFTO principles. In the UK, BAFTS (British Association of Fair Trade Shops and Suppliers) is a great example of this. A network dedicated to promoting fair trade, it provides a structure of accountability to its members, based on peer-to-peer assessment. 

Realistically, the casual shopper doesn’t actively consider the difference between fair trade and Fairtrade when picking up their groceries, so it would seem the two approaches are mutually beneficial. The Fairtrade mark certainly has high recognition among UK shoppers. But this distinction leaves a grey area open to manipulation by big business. The Co-op, Waitrose and Sainsburys are some of the biggest corporate supporters but as the Guardian article points out, in 2017 Sainsbury’s announced its own-brand teas would no longer be Fairtrade certified and instead it was piloting its own ethical certification, ‘Fairly Traded’. There were fears this would lead to an abandonment of more products but the negative publicity Sainsbury’s attracted seems to have halted any further extension of the new approach. But critics of Fairtrade may question how different is Sainsbury’s ‘Fairly Traded’ from the Mondelez Cocoa Life approach it supports. 

These are not the only businesses moving away from independent certification. Not to directly accuse anyone of green-washing, but it’s undeniable that corporate culture is taking heed of the evolving sustainability concerns of consumers and using it to sell products and services. There is marketing capital to be gained from telling your own ethical story, in your own terms – more so than relying on an individual logo on the side of packaging. Fairtrade also has to compete with the Rainforest Alliance frog, which is the standard for Tesco and Morrisons bananas rather than the mark. 

And the next 25 years?

So, in the run up to the 25thAnniversary, where does this leave Fairtrade? The Fairtrade Foundation’s response to The Guardian article was perceived as somewhat tepid by campaigners. Whether Fairtrade, fair trade or fairly traded, the efforts to make life better for farmers and workers in the global South are attempting to engage with complicated economics and big business. It is a complex and nuanced system, not easily explained or, it would seem, easily changed.

The Guardian article has been a catalyst for discussion in Fairtrade groups, and perhaps it is a way to redefine the argument and link in more effectively with the broader environmental concerns. In the final analysis, the omnipresence of the Fairtrade mark in our supermarkets cannot be underestimated but it is not enough – and the Fairtrade Foundation recognise that they cannot work in isolation. The ethical shopper who is much more engaged with diverse and wide-ranging sustainability arguments will seek to make more nuanced decisions – and even then still not be sure that they are doing the right thing – but looking for the mark is a good start. But for the time-pushed and budget-constrained, they can make quick choices and still feel they are doing the right thing when buying their tea and coffee, chocolate and bananas – and on balance, a lot of people making small changes can be more effective than a few people making big ones. 

Check out the Fairtrade Foundation website or fairtrademanchester.org if you’re interested in this subject


blog written by Alison Gray, FoodSync

Here at FoodSync we’ve spent some time reading and digesting what the experts, pundits and tastemakers have to say, and here’s our summary of what’s happening, which areas are undergoing consolidation and what’s emerging on the food and drink scene.

When Trends Become a ‘Thing’…

For us, the most obvious trend is the persistence of trends that have already emerged, but which are evolving and developing into the new normal. For instance, take the growth of veganism. Exact figures are hard to pin down, but a quick Google search shows that in 2018, the media were reporting rises of between 360% and 700% in the UK. That is interesting in itself, but combined with a general shift towards eating less meat overall, even for the most hardened meat-eater, that marks a very definite change in attitude.

 

The reasons are varied – environmental concerns and ‘clean eating’ to name just two, but with The Guardian reporting research from Waitrose stating that 21% of people claim to be flexitarians, combined with rising numbers of vegetarians and vegans, means that around a third of UK consumers have deliberately reduced the amount of meat they eat, or have removed it from their diet entirely.[1]

 

Another trend we predict will stick around through 2019 and beyond, is the rise and rise of gin. 2018 saw several of the big players launch flanker products. Following on from Gordon’s Pink in September 2017, Beefeater Pink was launched in February 2018, and Tanqueray launched a Flor de Sevilla version in April with a lovage version in May. This would seem to be a response to the more niche, craft products created by artisan distillers. It also chimes with a growing appreciation for bitter flavours such as the Negroni and new tonics also coming on the market. It’s fair to say that gin is becoming (ahem…) a bit of a ginstitution.

 

The all-pervasive influence of social media, but especially Instagram, is resulting in some unintended consequences. It’s become a factor when designing interiors in the food and drink sector, and menus are becoming more ‘insta-ready.’ There’s a BBC Radio 4 Food Programme on the topic which is worth checking out – ‘How Instagram Changed Food’[2]– if this topic interests you. And we think it should.

 

With research showing that 16-24 year olds drink less alcohol than previous generations, there is move toward ‘grown-up’ teetotal drinks and mixers. That includes tea-based drink kombucha which is now starting to pop up on supermarket shelves, and which ties in nicely with another key trend for all things fermented.

 

The Attenborough Effect

In our opinion though, the biggest trend to emerge in 2018, and which we think will continue to exert a strong influence on customer behaviour, is what we’re calling ‘the Attenborough Effect.’ The move towards sustainability has been customer driven in the wake of the Blue Planet II, with ‘single-use’ cited as the Collins Dictionary word of the year. In their ‘Food and Drink Report 2018-19’, Waitrose term this ‘the Mindful Consumer.’ It’s also been evidenced in discussions about the ‘Latte Levy’ and the drive to eradicate plastic straws.

 

Will this lead to a revival of seasonal, local British produce?

Trends are one thing, but what about the uncertainties? The challenges facing retailers on the high street will continue to have a wider impact. The rise of tech means that people can stay at home watching NetFlix eating a restaurant-style meal brought to them by Deliveroo or Uber Eats. The future of the high street and bricks and mortar destinations is by no means secure. Perhaps more importantly for our supply chain and food security, at time of writing, Brexit is looming  large and no matter what your personal opinion on the matter, it has undeniably created political turmoil, with a spicy side-order of economic uncertainty. Prices will likely rise, and there may be food shortages. That’s a subject the food trend forecasters seem to have given a bit of a swerve.

 

[1]The Guardian, 1 November 2018 https://www.theguardian.com/business/2018/nov/01/third-of-britons-have-stopped-or-reduced-meat-eating-vegan-vegetarian-report

[2]https://www.bbc.co.uk/programmes/m00010pv

Alison Gray got her crystal ball out and looked forward to 2019. Her New Year’s Resolution is to eat less meat, use less plastic, stop worrying about Brexit and be less of a cliche. 

How does what we eat affect climate change?

The IPPC report on Climate Change made headlines around the world for its uncompromising stance: there’s only 12 years left for global warming to be kept to a maximum of 1.5c.[1] A few days later, the journal Nature published a widely-reported article, specifically about the food system as a major driver of climate change.[2]

Food production causes damage to the environment as a result of greenhouse gases from livestock, widespread deforestation, water shortages, the creation of ocean ‘dead zones’ with little or no oxygen, but particularly the rise in coastal dead zones as a result of fertiliser and sewage run-off.[3]

In such circumstances, it’s easy to feel despondent: our governments and lawmakers driving us to despair with inaction and disagreements; manufacturers and big business with the endless drive for profit. But, the experts agree: there is no simple, single measure to tackle the profoundly complex issues we face.

On a personal level, it’s overwhelming. There’s so much that needs to be done, and it all seems beyond our reach as individuals. However, if we agree that it’s better to do one thing than nothing, then there is one thing the experts say we can do which will help – and that is eat less meat and less dairy. In fact, in western countries we need to eat 90% less beef and 60% less milk.[4]And what are we going to eat instead? The experts recommend we should eat five times more beans and pulses, as well as more nuts and seeds.

“We tried to stay with the most conservative one of these which in our view is the flexitarian one, but even this has only one serving of red meat per week.”

Dr Marco Springmann from the University of Oxford, one of the authors of the report said, ‘’You can go from a diet that has small amounts of animal products, some might call it a Mediterranean based diet, we call it a flexitarian diet, over to a pescatarian, vegetarian or vegan diet – we tried to stay with the most conservative one of these which in our view is the flexitarian one, but even this has only one serving of red meat per week.”[5]

So, there it is: a stark but clear difference we can each make on a personal level. I’m not a vegetarian (sssh! don’t tell anyone, but sometimes I struggle to hit my 5-a-day) although I am actively trying to change and to make better choices. In terms of food, that means thinking about what I eat in terms of climate change, as well as considering other factors like budget, lifestyle and health.

I can’t call myself a flexitarian just yet, but rather than having one deliberately meat-free day a week, I’ll make the effort to have two. Perhaps I’ll try to schedule a consciously vegan day, because if I’m honest with myself, sometimes what happens now is that I substitute dairy for meat (hello cheese! hello eggs!) I will make the effort to try out some new veggie recipes, and to shop and cook more imaginatively.  And while I can’t quite pat myself on the back for my eco-credentials, it’s a start and that’s something we all need to do.

Alison Gray started working at FoodSync in September 2018. She founded and managed her own coffee shop in Stockport, working there for four years, and prior to that worked in governance and risk management in the financial services sector.

On Wednesday 20th June, the Stockport Food and Drink Trade Show is set to showcase a number exciting exhibitors from within a 60 mile radius. As well as a celebration of food and drink, the day is also a platform for insight and discussion with the nave of St Mary’s Parish Church playing host to topical talks from some of the industry’s leading lights.

The first of these sessions is titled:

Consult, Educate & Celebrate – The 3 Pillars to Growing With Our Customers

WHO’S TALKING?

Will Evans, Managing Director of Cave Direct, has over 20 years experience in the drinks sector. During this time he’s covered various facets of the industry including retail, events, supply and marketing.

Will’s most recent career trajectory has taken him decisively into the field of supplying. Five years working for drinks giant Diageo was followed by a 2011 move to Belgian brewery Duvel Moortgat. This specialist national sales role paved the way for Will to launch the Northern distribution business for Cave Direct Ltd.

FROM WHERE?

Cave Direct is a leading craft and specialty beer wholesaler that has worked with breweries and establishments to provide the best in classic and new beers since 1979. Not one to rest on their laurels though, Cave Direct have just been named in the London Stock Exchange’s 2018 list of 1000 companies to inspire Britain.

The company is built around a modern approach where all aspects of beer are considered. Sourcing, selection, promotion, delivery and training are just some of the many services on offer. Add to this four trade distribution hubs in Manchester, Kent, Newcastle and Bristol, as well as a dedicated consumer website in the form of Beer Merchants, and it’s easy to see how Cave Direct are taking the craft beer world by force.

Being recognised as one of the fastest growing speciality craft beer traders in the UK is no easy feat, but Cave Direct firmly believe that their impressive growth is founded in a continued focus on a symbiotic relationship with their customers.

WHAT’S IT ABOUT?

In his talk for Stockport’s Food & Drink Trade show, Will Evans will be discussing how his focus on customer needs has given birth to a brand new Beer school training scheme, full events support & customer recognition through reward.

The session will cover the importance of authentic knowledge within the beer industry and how this can be used to build and reinforce a trusting relationship with customers.

The Inaugural Stockport Food and Drink Trade Show takes place on Wednesday 20th June.

Will Evans speaks at FDTS18

‘The plain fact is that much commercial cooking is bad’ Jane Grigson wrote in English Food in 1974, when quinces grew in most gardens, and capons were a not unusual dish at the English table.

Eating out was not for the masses. Restaurants were expensive and there was no alternative to the stiff white linen bound places that most restaurants were. Fast forward to 2016, and food eaten at home is more likely to be pasta, restaurants are plentiful and excellent, with takeaways and street food options providing a hungry public with real choices.

We are fortunate to have plenty of good food thanks to post war planning, and we don’t need or want to catch our own rabbits. Instead, we want to celebrate our good fortune by eating out, and eating well, and sharing this with others as a social occasion.

Screen time habits mean that people crave social bonding, and the success of street food markets clearly shows that this is one of the most popular ways to socialize in the UK. In several UK cities office workers depend on the street food traders for a healthy reasonably priced lunch eaten casually. Evening street food markets provide a great way to eat and socialize while pleasing many pockets and with so much variety on offer, diverse palates are satisfied too.

So in 2016, this is how eating in the UK looks. We expect to be able to eat out in affordable ways. Eating out amongst 35 – 44 year olds continues to grow year on year and street food markets are providing what people want – a very exciting way to eat out. They are cheap, they cook interesting food fresh to order, as well as giving thousands of small food businesses an entry point into the industry.

Stockport market hall in the heart of Stockport, is a stunning building, a temple to the Victorian way of eating which was once full of good produce and seasonal catches.

How do we repurpose this architecturally significant heart of Stockport town into a vibrant and buzzing centre, a place to meet friends?
And how do we draw people back into the town centre to socialize and enjoy, to inhabit the town and provide a place where people can feed their souls and find a social occasion.

How do we repurpose our town centres to embrace 21st century living? How do we provide the services and retail spaces that families, workers and shoppers in town centres demand, create a town centre to meet friends in, exchange the news of the day? Something to replace the lackluster, desolate offering that greets most visitors to town centres. And do all of this without forsaking the heart and soul of a town, without replacing heritage buildings with functional, technologically advanced, but soulless buildings?

We are not alone in this quest, great things come out of needy situations, and when Lisbon council realised that their beautiful Mercado da Ribeira, on Lisbon’s historic dockside, was in the same spiral of decline as beloved Stockport market hall, they put out a call for fresh ideas and fresh input.

The fact that digital media travel and events company Time Out answered the call, shows what a destination place a market hall can become, given the right direction.

The new and fresh direction that Time Out gave the Mercado do Ribeira kept the soul of the building, the buzz of the marketplace, while embracing the needs and desires of the 21st century city dweller and tourist alike. It kept the marketplace as a place for small businesses to establish themselves and thrive, whilst along the way becoming a destination for national and international tourists.

The local residents treasure the produce stalls, where they can buy bread, fruit and vegetables, meat and fish, fresh from the grower and producer as they always have, but the difference is that they now return in the evening, alongside the tourists, to make their selection from the many and varied food stalls around the market hall’s edge, and sit at the solid wooden bench style tables to socialize, eat and chat. The place is buzzing with people enjoying their food, in a relaxed way, and with an air of discovery and excitement. People come from miles around, and the Mercado is firmly on the list of all visitors to the city.

Both Lisbon and Stockport have a heritage of extraordinarily good food, simple food from the abundant land and sea. Both centres also have enthusiastic and talented young chefs keen to turn their hand and put their spin on the recipes they have inherited and make them appeal to the street food audience.

Repurposing the Stockport Town Hall along these lines gives the next generation a chance, bringing the heart and soul back into the town centre. Market towns all over Britain are looking at the Mercado da Ribeira model, and considering this as the best way forward for their town centre.

Stockport could be the first of many, the leader for others to follow.

There is a lot of bad food available in 2016, but Stockport is not the place for it. This is a way to bring together and raise up the food heritage of the area with an offering that will have wide appeal to many and be available to all to enjoy. Let’s embrace the change and celebrate the new, while still appreciating the setting of the old.

Food production is being streamlined in a way that seeks to maximise economic output through leaner processes and consolidating suppliers. This drive alongside the globalisation of distribution channels paves the way for longer, more complicated supply chains. The risk of this intensification of our food system leads to issues around traceability, food safety management and the authenticity or provenance of our food. This has been indicated time and time again over recent years from horsemeat, campylobacter levels in chicken and food fraud cases on anything from Serano ham (PDO) to Glens vodka. The protein category, one of our most costly items in the weekly shop is often the most high profile of targets when it comes to keeping costs low and production high.

The production of cheap meat to satisfy our population’s carnivore instincts comes at a price. British pork which, has long been recognised for its high quality, in part due to the higher animal welfare standards we have as standard practice in the UK is more expensive to produce compared to it’s European counterparts. In a time where customers demand more choice, more value, often more luxury it is challenging to streamline these producers from several countries, ensure processing efficiency and offer packaged goods ready for direct sale. That coupled for a drive for less handling, less downtime and increased logistics efficiency is there any way that errors can be avoided? There are a number of cleaver ways of finding out if systems in industry are working but how are the practices in the first place?

Taking a step back from industry we look at how we produce and consume food. This is a luxury the food industry largely doesn’t have, the ability to look and challenge the whole system.

Can we as sustainable food advocates actually align our objectives for the benefit of society whilst not at the expense of industry?

Here at FoodSync we take a realist view, looking for marginal gains in order to drive sustainability of the whole food system. Fundamentally this revolves around shortening the supply chain from producer to consumer; Re-localising supply chains, making them viable alternatives. Supporting independent producers to operate at scale whilst facilitating and developing new, more exciting and in-tune ways to consume food which are compatible with this dynamic approach to producing food. To do this we need to increase the knowledge and skills of the producers and work with consumers to improve food culture. Uniting these two builds more than a food system, it builds a food positive food culture, embedding integrity, passion and aptitude into the heart of a more sustainable model.

Interested in hearing more?

Let’s have a conversation