See exactly where Wish4 Fairtrade sugar comes from

Recession is not the best time to launch a business who's priority is a fair deal for people who live out of sight, in developing countries. But luckily in our two short years we just had our best month's sales to date. So, good news for those we work for. But with supermarkets busy expanding their ranges of cheap, unhealthy products, few buyers have the courage to deliver for the customers what they actually want.

Recent research by the CoOp shows that convenience, health and ethical sourcing are the 3 most important issues their customers want their buyers to pay attention to. But selling Coke on Special Offer gets the priority.

You have to wonder what is really in the minds of retailers who can't find 1 single can width of space on their shelves for a Fairtrade Cola, which trials show tastes good.

You also have to worry about those making multi million pound profit decisions who have never been to see what all the fuss is about. I have never met a buyer who returns from a fairtrade producer visit (which of course they dont even have to pay for) without a review of his blessed category taking place shortly after.

What are we to do to reach the Tipping Point in Fairtrade purchasing ? Well, if you want to set up a simple van delivery service for exclusively fairtrade products, we'd be happy to help. We believe that is a route to market that works well in troubled times. It gives shops more control over their stockholding, which can be more 'little and often', then 'piled high sold slowly'. And it allows distributors with a real value (and values) story behind their products to make contact with more discerning buyers, in a better targeted operation.

So, if you are interested in that kind of opportunity, why not get in touch, and see how we can work for the growers at this sugar plantation in Malawi.