Fairtrade Marketing

Fairtrade is about better prices, better working conditions, local sustainability and fair terms of trade for the farmers an workers. Fairtrade requires companies to pay sustainable prices, that may never fall below the market price. The organisation have a vision in which there is a world where all producers can enjoy secure and sustainable livelihoods, fulfil their potential and decide on their future. Fairtrade sets standards and certifies products and ingredients.

Ben & Jerry's Ice Cream is another popular Fairtrade brand. They, unlike Cadbury's, advertise this fact in their adverts. Such as the use of Fairtrade vanilla and cocoa. They have likely highlighted this in the advert so that it appeals to socio-economically conscious customers that prefer Fairtrade products. 

Fairtrade is a good Unique Selling Point (USP) in advertising of products as not all products are Fairtrade and even ones that are don't necessarily use this is a large point in their marketing. For this reason companies may choose to work with Fairtrade. It is a fairly untapped market as many retailers of clothes prefer to focus on being able to manufacture goods at the cheapest possible price, sometimes resorting to sweatshops. With Fairtrade, a minimum price has to be paid to workers that produce goods so this defeats the objective of cheap labour for a lot of retailers. If some clothing retailers did decide to start manufacturing Fairtrade products, I don't think a rise in price would have a hugely negative effect as the quality of goods would be likely to get better so more customers would be attracted for this reason, as well as the fact that the clothes would be Fairtrade. 

This collection of adverts all promote their products explicitly using the idea Fairtrade to promote their products. There is a range of different products seen in the adverts such as ice cream, coffee, tea, chocolate and hair products. There is also an advert for the brand of Fairtrade that uses a banana and intertextuality with Nike adverts. This is probably to appeal to a younger audience to purchase Fairtrade as it is a well-known advert among young people. 

There are no Fairtrade adverts for clothing because, according to the Fairtrade website (www.fairtrade.org.uk) there are no clothing retailers or brands that are in partnership with the organisation. This shows that it is an untapped market and there is the potential for a whole new marketing strategy including Fairtrade for clothing companies.