So in a matter of few years we have become consumers with consciences. This is further borne out by the creation of Sustainable Development - defined as meeting the needs of the present without compromising the ability of future generations to meet their own needs. Very broadly, whereas fairtrade aims to give people and their communities a fair deal, Sustainable Development targets commodities (like crops and fish stocks, for example), water supplies, land and general infrastructure ensuring they will still be around for future generations.

Big names

Big brand holders, smaller companies, newcomers, supermarkets and corner shops have all got on board the fairtrade phenomenon. If perhaps a little reluctant at first, the vending industry, too, is now ever-increasingly active this popular and potentially lucrative market sector.

The Kenco Coffee Company, for example, has for some time has been supporting the Rainforest Alliance - a Sustainable Development organisation which works to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices and consumer behavior - by offering a range of coffees from Rainforest Alliance certified farms.

Earlier this year, Kenco announced that it would additionally be offering new PG tips tea with Rainforest Alliance certification across its Kenco In-Cup, Kenco Singles and FreshSeal ranges. Unilever, makers of PG tips, has been working on developing sustainable agricultural practices for over a decade.

Ashley Neal, Director of Sales at Kenco explained: "This launch really does help us deliver great tasting hot beverages that make a difference and help grow a sustainable future".

Aimia Foods is another big supplier to the vending industry which takes fairtrade very seriously. Its Percol range of Colombian Arabica coffee beans, for example, is available to vending in a range of variants including instant freeze-dried, decaffeinated and fresh-brew. Simon Kershaw, Category Marketing Manager said: "We are looking to supply operators with premium products that will satisfy discerning consumers."

On the subject of vending operating companies, this important sector of the industry has been at the forefront when it comes to vending with conscience. Operators large and small have got behind the move to fairtrade.

Bunzl Coffee Point, one of the UK's leading vending companies, is a great believer in fair-trade. Chief Operating Officer, Charles Trace, comments: "Promoting and following fairtrade policies is a key component of our overall business philosophy. We purchase some 340 tones of coffee per year, of which almost 90 tones is freshly ground and beans. We pay particular attention to working with suppliers who adopt Fair Trade policies.

"Sourcing quality products is a major factor, our goal is to improve the quality of drinks in line with high street coffee shops. The big difference is that we now know which country the beans come from and the farm where they are produced, so there is much more transparency and accountability.

"We also feel it is important to support ethical trading wherever possible to help improve workers' rights and reduce general exploitation in developing countries".

Small operators, too

It's not only the big operators, though. Kent-based Eagle Vending opted to launch a separate company specifically for the vending of fairtrade products, called reasonably enough, Fairtade Vending.

Managing Director, Mike Steel explained: "Fairtrade has become something of a passion of mine and, with over 14 years' experience in the vending industry, I saw a growing demand for fairtrade products in the retail sector, but a relatively slow uptake in vending".

Mike worked hard to establish a good working relationship with the Fairtrade Foundation - the logos can be found prominently displayed on all Fairtrade Vending machines, and the company became the first to offer in-cup fairtrade drinks - supplying the Co-op, for example, for the past three years.

"We have also developed a range of nine hot drinks machines" continued Mike, "from in-cup to bean-to-cup, which clearly make a statement about fairtrade and are designed to offer only 100 per cent fairtrade products. Similarly, we have totally fairtrade snack machine".

Fairtrade Vending is also offering Ubuntu, which is believed to be the first fairtrade cola in the UK. Made from fairtrade sugar from Malawi and Zambia, it is available through smartly branded Azkoyen machines.

The small company, somewhat surprisingly, trades across the country, with machines sited from the Isle of Wight to Cumbria. There is a team of field engineers and ingredients are delivered by courier.

Quality and value

As fairtrade has developed, the question inevitably arose of whether quality and value are being sacrificed for the sake of conscience. Consumer organisation Which? took up the challenge to find out how fairtrade products measure up against some of the big familiar brands. A panel of experts was asked to sample both and compare them for taste and value for money. The report's results suggest that consumers who have been avoiding fair-trade on these grounds, might want to try them again.

For example, Giles Hilton, Chief Taster for Whittard rated Cafédirect's Medium Roast fresh ground coffee higher than the non-fairtrade coffee for both taste and value for money.

Importantly, there is growing awareness and support for fairtrade among consumers - vending as well as retail. So vending with conscience could be good business.

Fairtrade research reveals

big growth

Aimia Foods, independent supplier of hot and cold beverages, has announced findings from research into the future of fairtrade beverages in the UK.  As total fairtrade product sales reach £493m, up a staggering 72 per cent on 2006*, this niche market is becoming increasingly important to manufacturers and operators in the UK.

Conducted to discover changing trends in purchasing habits for 2008 and beyond, key research from AC Neilson will be used in Aimia's future business plans. The company already boasts the premium quality fairtrade hot beverage brand Percol, exclusively supplying it to the vending and foodservice markets.

Simon Kershaw, Category Marketing Manager at Aimia Foods, says: "We are committed to our fairtrade products, and we can see the opportunities for the Percol brand in the coming years. The research looked into the profile of current purchasers of fairtrade products, the opportunities for expansion and the future of the market.

"Some very interesting talking points have been raised. We know that older and more affluent people are willing to spend more and buy fairtrade products, so we need to innovate to maintain sales here. However, younger affluent professionals and students are also key target consumers for fairtrade, and if the vending trade can try and communicate fairtrade in a contemporary way with stylistic and modern coffee-shop messages, which appeal to younger consumers, fairtrade coffee will continue to grow through vending.

"In the retail sector our research has told us we will see increased support for fairtrade products, as the top retailers aim to raise awareness of their ethical credentials. By adopting a similar approach, it is here that I believe vending operators will be able to steal a competitive advantage. Offering fairtrade beverages gives customers choice and lets them make a conscious decision, which can only be good for a vendor, too."

http://www.aimiafoods.com/

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