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New Zealand has reported the fastest growth in sales of Fairtrade products in the world - a 45-fold increase in just four years.
Barry Coates, executive director Oxfam NZ, said there had been a huge increase in Fairtrade sales here, from $200,000 a year in 2004 to annual sales of about $9.13 million.
He said it was the fastest growth rate in the Fairtrade market of any country. That was partly explained by the mainstreaming of products such as coffee, tea and chocolate into supermarkets and cafes, as well as speciality stores. "They used to only be available in Trade Aid shops ... now they are even served up in some government departments."
Mr Coates said there was also increasing public awareness about the concept of Fairtrade and many had been exposed to such products overseas. "They think it is kind of cool ... there's been a latent demand."
Fairtrade has a social and environmental bent, with its primary aim being to maintain a minimum price to producers equivalent to a living wage. That has helped coffee producers in countries such as Ethiopia, Costa Rica, Mexico and Nicaragua.
Mr Coates said by cutting out the middle man the green coffee beans could be imported here and roasted, then made available at comparable prices to other products.
Linda Broom, Oxfam's Fairtrade co-ordinator, said Fairtrade had proven to be an effective and sustainable way to tackle poverty among growers.
Fairtrade ensured not only that growers received a fair and stable price, but also money for investing in local development projects to improve healthcare and education, access to clean water and sanitation.
Oxfam has partnered with coffee roaster Atomic, which has committed to using more Fairtrade coffee.
Rob Haydon, general manager of Atomic Coffee, said the company had seen a real increase in demand for its Fairtrade lines.
The country's consumers were not just buying into feel-good products but into "eating good" produce with a growing demand for fresh organic foods.
Peter Turner, managing director of Purefresh Organics, said there had been an up to 15 per cent growth in sales of organic fruit and vegetables each year in the past five years.
Mr Turner said part of that was explained by availability as New Zealand growers have switched to organic produce to meet overseas market demands.
