kimberley crofts


an information and communication designer living in London

Purchasing of certified products

In a 2007 DEFRA survey, 8 out of 10 people had awareness of the Fair Trade range of products. They were only told the name, not shown the label. I wonder what the recollection would be like if they were shown the label?

The report can be downloaded here

Other results are

  • 34 per cent had heard of timber products certified by the Forestry Stewardship Council or timber from sustainable sources;
  • 21 per cent had heard of fish certified by the Marine Stewardship Council or fish from sustainable sources;
  • 16 per cent had heard of Red Tractor meat12;
  • 15 per cent had heard of Freedom food;
  • Four per cent had heard of LEAF Marque Food.

Above average levels of awareness were consistently shown by people in the higher social grades (and correspondingly, those with higher incomes and broadsheet newspaper readers).

45% of people who had heard of Fair Trade had bought products from that range. Other ranges had lesser results.

As well as being more likely to be aware of these products, those in higher social grades were also more likely to say they made an effort to purchase them.


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