Continuing to champion the Fairtrade cause, the UK's Co-op retail group last month introduced what it claims are the world's first Fairtrade pineapples.
Launched just before Christmas, the fruit were phased in at over 900 selected Co-op stores nationwide during December. The company said they were the first pineapples to carry the independent Fairtrade Mark, which ensures a fair deal and better working conditions for Third World growers and producers.
They have been imported from an area of high unemployment in northern Costa Rica by AgroFair UK, a Fairtrade organisation owned by the fruit growers themselves. The Co-op has already worked closely with AgroFair, partnering with the company to introduce the first Fairtrade bananas into the UK in 2000 and the first Fairtrade mangoes in 2001.
The launch of the pineapples follows hot on the heels of November's announcement that the Co-op was switching its entire range of own-brand block chocolate to Fairtrade to help impoverished Ghanaian cocoa growers. Sales of Fairtrade chocolate in the UK are set to double as a result, the Co-op claims.
The Fairtrade pineapples have been produced by Asoproagroin, an association of around 40 small growers, who have been producing pineapples for 10 years. Over the past year, the association has put in place the environmental and social improvements necessary for Fairtrade accreditation.
Harriet Lamb, director of the Fairtrade Foundation, said: "We're delighted that the Co-op is extending its Fairtrade offering with the world's first Fairtrade Mark pineapples. All shoppers need to do is to check the label to look for the Mark to know they are buying fruit that will help growers change their lives."
The Co-op's Terry Hudghton added: "As the country's leading Fairtrade retailer, we're committed to bringing Fairtrade into the mainstream by selling Fairtrade products wherever and whenever we can. Our efforts in supporting and developing Fairtrade resulted in Co-op sales of these products increasing by a massive 180 per cent last year [2001]."
The pineapples are of the Golden Variety, which were chosen because of their quality and taste, making them popular with UK consumers. They will be on sale at Co-op stores, priced £1.99.