Fairtrade reports positive reaction to gold label

The widely-used Fairtrade logo will replace the current dual Fairtrade Fairmined labelling for precious metals.

One of four people surveyed would buy Fairtrade gold.

Nearly one in four people would buy Fairtrade gold, according to research carried out by the Fairtrade Foundation.

The group said that shoppers most likely to purchase Fairtrade gold jewellery are under 35 years of age, living in the Northwest or Wales.

The findings were part of a wider survey carried out by the Fairtrade Foundation, which found that the Fairtrade mark is the best-known ethical product label. The survey also found that 51 percent of those asked had bought a Fairtrade product in the past month and three quarters of those surveyed said a Fairtrade mark would make them buy one product over others available.

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Fairtrade Foundation marketing director Cheryl Sloan said: “It is very encouraging that UK consumers continue to be very receptive to Fairtrade and show high levels of awareness, familiarity and purchasing. Fairtrade is clearly no longer a fringe sector within retail.”

Fairtrade launched a label for gold in March. At the same time the Alliance for Responsible Mining launched its own Fairmined gold standard.

The two new ethical labels were launched in the UK but will be rolled out to other countries. The organisations said that the long-term plan was to capture 5 percent of the market within 15 years, accounting to 15 tonnes of gold annually.

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