Consumers sceptical about Fairtrade coffee

Saw this article in The Times by Anna Shepherd questioning the motives of coffee chains offering ethically traded coffee. Last week I published research that shows that consumers want more Fairtrade and ethically produced products. Women are leading the way, 70% of those polled expected to buy more Fairtrade and ethical products in the coming 12 months. But half of the shoppers polled were confused over Fairtrade, ethical and organic labels. There are several different schemes and accreditations it isn't so surprising that consumers are confused by different options.