Retailer Co-op has become the first supermarket to only stock Fairtrade varieties across its South African wine range.
Latest figures show that the convenience retailer sold 14.5 million litres of Fairtrade wine in 2020, stocking 57 Fairtrade wines, with 45 being from South Africa.
To further cement its commitment to the South African wine industry, which was hit hard by the impact of Covid-19, Co-op has invested through donations into a start-up winery, Fairroots, in Olifants River South Africa.
Supporting both the vineyard’s operations and its training programs, the funding allows Fairroots to develop an education centre, in addition to environment and financial training. The winery spans over 34 hectares, with eight permanent workers, plus additional seasonal producers and Co-op will eventually sell its wines, with 206 people benefiting from sales.
Edward Robinson, Co-op Fairtrade wine buyer, said: “We have been involved in the sale of Fairtrade wine right from the beginning and the last 17 years or so has been a journey towards forging closer relationship with our suppliers, providing better quality and value for our customers.
"This year we are putting in place ambitious new projects in housing and education and will be working closely with one of our Fairtrade Trusts, who now own their own vineyard.
"With the extensive social benefits which Fairtrade brings, together with the excellence of the wines involved, surely now is the time to ask why anyone would not want to choose Fairtrade wine when buying from South Africa.”
Co-op established itself as the UK’s largest convenience seller of Fairtrade products during the past 25 years.
Through Fairtrade guidelines, producers are guaranteed a fair price for their harvest as well as fair wages, enabling growers to take control of their futures.
Mike Gidney, chief executive of The Fairtrade Foundation, added: “Let’s raise a glass to the Co-op in celebration of this landmark Fairtrade first for South African wine producers. Over the past year, Co-op’s support has literally enabled wineries in the region to stay afloat through the pandemic, and this commitment will drive so much more benefits to workers."
Co-op members can get a bottle of its Irresistible Fairtrade Sauvignon Blanc for just £4.50, down from £6.50 if they swipe their member card, valid from February 23 to March 15. Non-member offer price is £5.50.
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