With sales tripling in just 12 months to over $120 million in 2010, Australia continues to be one of the world’s fastest growing markets for Fairtrade Certified products.
Stephen Knapp, Fairtrade ANZ CEO, has said that the “outstanding sales growth was matched by a significant jump in Australian consumer awareness of the Fairtrade Label – rising from 23% in September 2009 to 37% in November 2010” (Mobium Group 2010).
“Fairtrade, unlike any other third party certification system, empowers these farmers and workers to take control over their lives, get a fairer deal and create opportunities for their communities.
“This means access to fair and stable prices and money to invest in everyday things for their communities, such as building classrooms and clinics, employing nurses or building a road to get their produce to market,” he said.
The number of Australian businesses licensed to use the Fairtrade Label on their products increased to almost 200; an Australian Fairtrade presence that has been further strengthened by the continued growth in Fairtrade Certificated products available from major supermarkets and retailer.
“2010 saw chocolate replace coffee as Australia’s biggest selling Fairtrade Certificate product, with sales soaring by over 1500%, thanks in part to the introduction in 2010 of new Fairtrade Certified blocks from Cadbury, Alter Eco and ALDI”, Knapp said.
Mr. Knapp added that the substantial growth in sales of Fairtrade Certified products reflected the increasing importance Australian consumers place on the ethical and sustainable sourcing of the products they consumer and use every day.
“Aussie shoppers recognise the real and positive difference Fairtrade makes in giving developing country farmers and workers a fair go and are voting with their shopping dollars accordingly.” Mr. Knapp said.
Fairtrade sales figures and market developments 2010, Australia
Key market developments, 2010
- Fairtrade Certified product sales have skyrocketed in Australia – growing more than 200% from AUS$36.5 million in 2009 to just over AUS$120 Million.
- Fairtrade Label awareness continues to grow significantly amongst Australians, reaching 37% in November 2010, compared with 23% in September 2009.
- There was continued growth in Fairtrade Certified tea (50%) and Fairtrade Certified coffee (44%) sales ad an explosion in Fairtrade Certified chocolate sales with more than 1500% growth – making it Australia’s biggest selling Fairtrade Certified product for the first time.
- 193 businesses in Australia are now licensed to trade in Fairtrade Certified products – a 17% increase on 2009.
- A range of new Fairtrade Certified products were introduced into Australian supermarkets for the first time in 2010 including, Fairtrade Certified chocolate products from ALDI, Alter Eco and Cadbury; Fairtrade Certified hot chocolate from Republic; Fairtrade Certified coffee from Coles, Oxfam and Republica; Fairtrade Certified tea options from Coles.
- Wild Bean Café swapped to 100% Fairtrade Certified hot chocolate across all its 105 Australian outlets.