Fairtrade Fortnight puts full force behind ending banana supermarket 'price wars'

Fairtrade Fortnight kicks off its annual campaign today (24 February) with a focus on the banana industry, which aims to raise awareness of the direct impact of the supermarket "price wars" on banana farmers.

World's first 'edible' billboard
World's first 'edible' billboard

The ‘Make bananas fair’ campaign uses a real banana farmer called Foncho from Cienaga, Colombia, to front the campaign. Foncho is part of a Fairtrade certified co-operative called Coobafrio and he will be in the UK for the next two weeks to help promote the campaign.

A dedicated campaign site, Stickwithfoncho.org.uk, urges people to sign a petition that will be sent to business secretary Vince Cable asking him to end the banana "price war" between UK supermarkets, which has almost halved the price of loose bananas, while the cost of producing them has doubled.

Experiential and PR stunts will run up and down the country, while in London today the world’s first edible billboard has been unveiled on Clapham Common. The billboard has been created by artists Henry Coate and Toby Crowther, made entirely of Fairtrade yellow and green bananas.

"One of the things we’ve been very successful with is making Fairtrade mainstream and building up a powerful brand, but we don’t want people to think the issue is over," said Cheryl McGechie, director of public engagement at Fairtrade.

"Bananas are sold extremely cheaply in this market – much cheaper than elsewhere – and it threatens tens of thousands of banana farmers in the developing world. The people who lose lost out from the UK supermarket pricing wars are the farmers, though research shows that 84% of consumers would pay more for bananas if they knew the benefits would be passed on to the farmers," she added.

The campaign is being promoted through consumer activity akin to the edible billboard being run up and down the country and the online activity will be pushed through all of Fairtrade’s digital channels. 

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).