Fair and square

Fair and square

It’s Fairtrade Fortnight from 22 February to 7 March – a good time to reflect on what a fair deal for everyone really means.

One of the main reasons we started 44 Foods was to get the balance just right between high quality and value. And a big part of this is about making sure we give everyone a fair deal.

Our prices won’t be the lowest you’ll find. Unlike with many other food retailers, it’s our producers who set the price of our products. A fair price, set by our producers, shows we know the difference between ‘value’ and good value.

We’re not in the business of premium pricing – giving products a high price to make customers believe they’re worth more than other brands on the market. Expecting customers to pay over the odds for nothing extra isn’t what we call a good deal.

At the other end of the scale, we refuse to join a ‘race to the bottom’ and we’ll never hold producers to ransom to provide rock-bottom prices. We think prices should reflect the reality of what goes into products to make them great, so we promise never to charge you more than what’s necessary.

For us and our producers, it’s all about a fair deal for everyone – because being fair will help us maintain sustainable food communities that can continue to thrive long into the future.

Changing habits
Thanks to greater global awareness, our consumer habits have been evolving significantly. A 2020 global survey by management consultancy firm Accenture showed that some 60% of consumers were reporting making more environmentally friendly, sustainable, or ethical purchases since the start of the coronavirus pandemic. Accenture added that nine out of 10 of that percentage said they were likely to continue doing so.

For two weeks each year at the end of February and start of March, thousands of individuals, companies and groups across the UK come together to take part in Fairtrade Fortnight. It’s an opportunity to shine a light on a global movement that strives for better prices, decent working conditions, local sustainability, and fair terms of trade for farmers and workers in the developing world.

Fairtrade had a lot to do with changing all that.

The values that underpin Fairtrade are things we care about at 44 Foods. We’re passionate about ethically produced, fairly priced food – just like our collective of farmers and food producers.

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