Research conducted by Café- direct found that almost nine out of 10 consumers said they would pay a few pence more for quality Fairtrade products.
Out of 2,500 consumers that took part in the online survey at [http://www.bbcgoodfood.com], 87% of respondents bought Fairtrade every week or every month. Sales of Fairtrade products have increased by 40% or more each year, to around £430m in 2007.
Cafédirect is a Fairtrade hot drinks company, which supplies to the baking industry.
Fairtrade Fortnight runs from 25 February to 9 March 2008.