Waitrose has introduced its new own-label coconut oil, which is both organic and Fairtrade. Fairtrade ensures that coconut farmers are paid fairly for their products, and the company's producer networks provide farmers with training in sustainable agriculture, biodiversity, and environmentally friendly pest management. The oil comes in a clear jar with a green and beige label, the Fairtrade symbol at the bottom, and imagery of coconuts decorating the wrapping.
"We are proud to be the first supermarket to launch a 100% Fairtrade own label Coconut Oil. Alongside great quality and taste, the product supports the Sri Lankan farmers who produce the coconut oil to invest in their farms, communities and protect their environment," said Tom Shiel, Waitrose buyer.
Fairtrade Name-Brand Coconut Oil
Waitrose Launches the UK's First Branded Fairtrade Coconut Oil
Trend Themes
1. Fairtrade Organic Products - As consumers are becoming more socially responsible and environmentally conscious, businesses can capitalize on the trend by developing and offering organic, Fairtrade products.
2. Sustainable Agriculture and Farming - Businesses can disrupt the agriculture industry by promoting sustainable farming practices, providing education and training for farmers on environmentally friendly pest management and biodiversity.
3. Transparent Labeling and Branding - Consumer demand for transparency in labeling and branding can be met by businesses by providing clear information about the origin of their products and their ethical production practices.
Industry Implications
1. Organic Food and Beverage - The organic food and beverage industry can capitalize on the Fairtrade trend by developing and offering Fairtrade certified products.
2. Agriculture and Farming - The agriculture and farming industry can benefit from disrupting traditional practices and implementing sustainable farming methods, which can lead to increased yields and higher profitability.
3. Consumer Goods and Retail - Businesses in the consumer goods and retail industry can differentiate themselves by promoting ethical and sustainable practices, offering transparent labeling and branding, and sourcing products from Fairtrade suppliers.