There are plenty of opportunities to grow Fairtrade in the bakery sector, according to Harriet Lamb, director, Fairtrade Foundation.

Fairtrade has seen a 70% growth in sales over the last year, and Lamb believes it will not suffer in the face of the current financial climate. "We’re just at the start of looking at the bakery sector and how we can scale up Fairtrade within it," she said.

Daniel Buckland, a buyer at AMT Coffee, said his firm found that, with Fairtrade bakery, it’s all about creating demand. "The products we’ve had out there didn’t exist until we created them and they have been successful," he said, explaining that very rarely does he get suppliers coming to him with a Fairtrade product. "You have to push suppliers and do a lot of the research yourself," he added.