Nisa retailer Valerie Aston discusses the important role Fairtrade products can play in independent stores.
By Valerie Aston, Director of Proudfoot Supermarkets
“As an independent Nisa retailer, I’ve always believed that the choices we make about the products we stock can have a significant impact—not just for our customers, but for communities all over the world. That’s why, at Proudfoot Supermarkets, we’ve committed to supporting Fairtrade. And there’s no better time to reflect on why Fairtrade matters than during Fairtrade Fortnight.
“Fairtrade is more than just a label on a product; it’s a movement that stands for something much bigger. It ensures that farmers and workers in developing countries are paid fairly for their labour and are able to invest in their communities. For me, it’s about making sure that the items on our shelves reflect our values and those of our customers—values like fairness, sustainability, and responsibility.”
Supporting Fairtrade with Co-op own brand products
“One of the best ways we’ve been able to support Fairtrade at Proudfoot is through our partnership with Nisa and the Co-op. Their own brand range features a wide variety of Fairtrade products, from everyday essentials like bananas and coffee to indulgent treats like chocolate. This partnership has been invaluable to us as an independent retailer.
“Co-op’s dedication to Fairtrade aligns perfectly with our own goals. Stocking their Fairtrade products not only allows us to provide our customers with high-quality items but also means we’re supporting a more ethical supply chain. Independent retailers like us can make a real difference by choosing to work with suppliers who care about the people behind the products. Fairtrade helps to create stable, sustainable supply chains, and for businesses like ours, that’s crucial to maintaining a consistent offering, especially during challenging times.”
Why Fairtrade is important for independent retailers
“As independent retailers, we often face unique challenges when it comes to sourcing and stocking products. We don’t have the same scale as the big supermarkets, which makes our supply chains more vulnerable to disruptions. That’s why supporting Fairtrade is so important to us. It helps to ensure the sustainability of our supply chain by investing in the communities that produce these goods. When farmers are paid fairly and treated well, they’re more likely to continue producing the products we—and our customers—rely on.
“Fairtrade also resonates with our customers on a deeper level. More and more people are looking to make ethical choices in their daily lives, and they want to know that the products they buy are helping to make the world a better place. By offering Fairtrade items, we can give them the opportunity to shop with a clear conscience, knowing that their purchase is supporting both people and the planet.”
Fairtrade Fortnight at Proudfoot Supermarkets
“Every year, Fairtrade Fortnight gives us a chance to really spotlight the importance of ethical sourcing. This year, we’ve once again set up special displays in our stores to highlight our range of Fairtrade products, from bananas to iced coffee. But it’s not just about the products themselves—it’s about the stories behind them.
“One of the things I love about Fairtrade is the way it connects us to the people who grow and produce these goods. It gives us a chance to share their stories with our customers, helping them to see that their choices have a real impact on the lives of others. We’re also promoting these stories on our social media channels, raising awareness about the difference Fairtrade makes, not just to individual farmers but to entire communities.”
My favourite Fairtrade products
“Personally, I’ve always been a fan of Fairtrade chocolate. There’s something special about knowing that the treat you’re enjoying was sourced responsibly, with care for both people and the environment. The Fairtrade chocolate bars we stock are not only delicious, but their new packaging is eye-catching and sends a strong message on our shelves. It’s a win-win for both us and our customers.
“Another personal favourite of mine is the Fairtrade roses we stock. The quality is superb—they last longer than other flowers and knowing that they were sourced in a way that supports ethical farming practices makes them even more special. It’s these small details that I think really resonate with our customers as well.”
A call to action for independent retailers
“If there’s one message I’d like to share with my fellow independent retailers, it’s this: supporting Fairtrade isn’t just a nice thing to do—it’s a smart business decision. By choosing Fairtrade, we’re investing in the long-term health of our supply chains, ensuring that we can continue to offer quality products that meet the expectations of our customers.
“At Proudfoot Supermarkets, we’ve seen firsthand how Fairtrade can strengthen our business while also helping to create a more just and sustainable world. And for that reason, I couldn’t be prouder to continue supporting Fairtrade—during Fairtrade Fortnight and throughout the year.
“So, if you’re an independent retailer wondering how you can make a positive impact, consider Fairtrade. It’s a choice that benefits everyone—from the farmers who grow our food to the customers who shop in our stores. Let’s make that difference together.”
Fairtrade Fortnight runs between today (9 September) and 22 September. To find out more, visit the Fairtrade Foundation.
