Fairtrade receives Superbrand status

February 1, 2023

The Fairtrade Foundation has been awarded ‘Superbrand’ status for 2022/2023 in recognition of its efforts towards ethical supply chains and public perception in the UK.

The Superbrands organisation is a global arbiter of branding, and has said that attaining Superbrands status strengthens a brand’s position, adds prestige and reassures consumers and suppliers they are buying the best brand in its category.

Fairtrade Foundation received the recognition after being selected by professionals and an independent Expert Council, who evaluated more than 1500 brands across different sectors. Winners were recognised at a launch event hosted by Superbrands on 26 January 2023.

New consumer research conducted by Kantar in late 2022 showed that 9 in 10 UK consumers are aware of the Fairtrade Mark, while 8 in 10 trust it.

“We are delighted to have received 2022/2023 Superbrand status: this is a powerful benchmark of Fairtrade Foundation’s value in the UK and the depth of our public support. After nearly three decades of fighting for trade justice, we’re very proud that our brand continues to go from strength to strength,” said Nilufar Verjee, Director of Public Engagement at the Fairtrade Foundation. “However, Fairtrade is more than just a label or a brand: we are an international movement with deep roots in advocacy and campaigning, and deep roots in farming communities worldwide. In the UK, we aim to use our platform to amplify the voices of farmers and workers, supporting them to protect their rights, land, health and future livelihoods. So this accolade from Superbrands is truly a testament to the communities behind our Fairtrade products, from cocoa to cotton, and to the UK shoppers committed to buying them.”

Voters in the Superbrands awards judged contenders against three factors: quality – does the brand provide quality products and services? – reliability – can the brand be trusted to deliver consistently? – distinction – is it well known in its sector and suitably different from its rivals?

“As Fairtrade Fortnight approaches, we hope our Superbrand status will help businesses and retailers in the UK to further understand the value, reach and authenticity of the Fairtrade brand and movement, and encourage them to join us in working towards more sustainable and fair supply chains worldwide,” added Nilufar.

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