Fairtrade awarded “Superbrand” status

The Fairtrade Foundation has been awarded Superbrand status for 2022/23 in recognition of the strength of its brand and public perception in the UK. Superbrands, the world’s largest independent arbiter of branding, this week announced the recipients of this status, which is given annually to brands that lead the field in quality, reliability and distinction. A Superbrand is defined as one that has established the finest reputation in its field and offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise. According to consumer research published by Kantar in late 2022, 90% of UK consumers are aware of the Fairtrade Mark (higher than all other ethical labels), while 80% trust it.

Fairtrade Foundation (the UK arm of the global Fairtrade movement) was awarded the title after being selected by business professionals and an independent Expert Council, which evaluated more than 1,500 brands across different sectors. The winners were recognised at a launch event hosted by Superbrands on 26 January.

Nilufar Verjee, director of public engagement at the Fairtrade Foundation, said: “After nearly three decades of fighting for trade justice, we’re very proud that our brand continues to go from strength to strength. 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.”