This evening I read that Sainsbury’s supermarket are moving towards creating their own standards and away from the Fairtrade mark. The pilot is with tea and the Fairtrade Association is concerns that it waters down the principles of Fairtrade, especially in community empowerment where, instead of communities receiving the Fairtrafe premium direct to decide how to spend it, the premium will be retained by Sainsbury’s foundation and spent by them on projects.
There is a petition to sign here.
But from my own personal experience. There is nothing that gets things done more effectively than a barrage of emails and letters to senior figures. So I have written emails to the CEO Mike.email@example.com and the Chair firstname.lastname@example.org.
Here is the letter and below the response from the CEO and my reply to him.
25 June 2017
Dear Mr Coupe
I am a very long-time and loyal customer of Sainbury’s supermarket. Although I try to shop in local shops as much as I can I have been going to the XXXX, Glasgow store for my supermarket shopping since I moved to the area as a student 17 years ago. I like that Sainbury’s was one of the first supermarkets to stock Fairtrade and I always choose Fairtrade tea, coffee, bananas, sugar and other items like Fairtrade wine from time to time, also buying it from our church Fairtrade stall.
As someone with an interest in how we, as consumers, can have the most positive effect on the world- through trade with developing nations and also minimizing impacts on the environment – I am aware of the huge positive effect that Fairtrade has had on the livelihoods of small farmers and communities in the developing world. I don’t think it is exaggerating to say that I was absolutely horrified to read that Sainsbury’s will be abandoning the Fairtrade mark for your own standards. This decision betrays both an organisation that has steadfastly for decades worked to better the livelihoods of those creating products for consumption in the global north, and the farmers and cooperatives themselves.
I am asking you, as CEO to reconsider this decision.
Although it will be a huge deal for me, I have decided that if this decision is not reversed I will no longer be able to shop at Sainsbury’s.
Many of my friends locally also shop in Sainbury’s and I will be talking to them about my concerns.
I urge you to reconsider.
Dr Katherine Jones
Reply from Mike Coupe 26 June 2017
Dear Dr Jones
Thanks for your email. I’m sorry you’re disappointed with our recent decision regarding our tea and I welcome the opportunity to address your concerns.
As you’re aware, we’ve announced a new approach to sustainable sourcing that is aimed at helping our farmers and their communities meet the increasingly complex challenges of the 21st century and improve their quality of life, at the same time, securing the future of the UK’s most popular products.
Please be assured our Fairly Traded tea pilot gives farmers all the benefits that they receive through Fairtrade, as well as some really important added extra commitments and support. Along with the same level of funding they will also have longer-term relationships and receive expert advice and practical support on the ground. This will help them build resilient and sustainable businesses for the future.
By guaranteeing the minimum price for their tea crop, as well as a social premium for their investment along with building longer-term relationships, individually-tailored advice and practical support, the pilot of our Fairly Traded scheme aims to boost tea farmers’ resilience and ability to adapt to face these challenges. This will ensure a better quality of life for their workers and communities too.
Sainsbury’s Sustainability Standards use existing standards like Fairtrade as their base, but add to this starting point incremental enhancements that fill the gaps in these existing schemes to ensure we and our suppliers, farmers and growers are addressing all of the important Ethical, Economic and Environmental issues.
I would like to confirm we are the biggest Fairtrade retailer in the world and will continue to be so. Even without tea, this is a pilot project on one product. The purpose of our Fairly Traded Tea pilot is to build upon the Fairtrade model and, by using our wider experience, offer our tea farmers more to empower them to build resilient businesses and communities. We will be monitoring this project very closely and have no current plans to extend the pilot further.
I’m grateful to you for taking the time to contact me, giving me the opportunity to explain our position.
Mike Coupe | Chief Executive Officer
Sainsbury’s Supermarkets Ltd | 33 Holborn, London | EC1N 2HT
Reply to Mr Coupe 27 June 2017
Dear Mr Coupe
Thank you very much for your swift response. I have posted it on my blog alongside my original letter.
In your letter you emphasise Sainsbury’s commitment to Fairtrade and, indeed, this is one of the reasons that Sainsbury’s has been my supermarket of choice for 17 years (foregoing the considerable benefits of a loyalty card in favour of shopper anonymity).
However the letter doesn’t address the reasons for the change. The Fairtrade Foundation has expressed concern that the standards your supermarket are putting in place reserve the ‘premium’ to the Sainsbury’s Foundation to distribute rather than giving communities the decision making powers over the money they make. This goes against Fairtrade principles of community empowerment.
When a supermarket sets its own Fairtrade standards and governance structures it also opens up the possibility that standards could be watered down further in future, for the sake of profits or from pressure from shareholders. The Fairtrade mark gives shoppers the confidence that an independent body, one that has shown longevity and commitment to the small farmer coops it supports, for decades, has audited the product.
Your move undermines the Fairtrade movement as you are the biggest buyer of Fairtrade goods, and with tea presumably being just the start of your plans. I feel let down by a retailer who I considered to one of the more ethical food retailers.
I cannot see how this will help either shoppers or yourselves as ditching such a well recognised brand as Fairtrade will confuse shoppers who are looking for high quality products that can also do some good in the world. It will also hugely damage your reputation in something that you justifiably have a unique selling point in – your support for Fairtrade and ethical principles.
I urge you to reverse your decision and reinstate the Fairtrade mark for your tea and not to publicly rule out extending the scheme further .
And the response:
Dear Dr Jones
Thanks for your further email to Mike Coupe, I’ve been asked to reply on his behalf.
The tea suppliers, farmers and growers who supply Sainsbury’s have welcomed our engagement and the discussions with them on this initiative and we are working closely with them as we build the pilot. I can only emphasise that those suppliers and farmers within Sainsbury’s supply chains, whether that’s our dairy farmers in the UK or the parts of tea sector in Africa and Asia that we are working with, have to be our focus, and doing what’s right for those farmers, their communities and our customers. We aim to bring far more benefits to them and their communities, this is a cost neutral programme for us – we are not making any savings.
I understand your concern around the empowerment of these farmers, however there are a number of views on what empowerment means in reality. From our perspective the most empowered communities are those that are the best informed, connected and up to date, able to access the best information, and those that are supported to decide upon and produce the best investment plans. Empowerment comes from longer term commitments, and as a consequence the ability to make longer term investments, providing more certainty in what I becoming a more uncertain world.
All of the social premium will be ring-fenced transparently for our producers and only available for them, for their investment plans, created and owned by our farmers. By working with experts on the ground and with the independent guidance of our Sainsbury’s Foundation Advisory Board, we will be further challenged to ensure our farmers and their communities have had the best support and that they build plans that will deliver sustainable and resilient communities and businesses.
There are a plethora of certifications across hundreds of products in our stores and our Sustainability Standards will recognise and build on these as opposed to diluting the progress already in place, they have been co-authored and peer reviewed by our key suppliers, producers, industry experts and from more than 50 independent organisations and we have benchmarked in recognition for over 70 existing standards, frameworks and programmes. They ensure we are covering the full breadth of social, economic and environmental issues, further using data to support benchmarking, continuous improvement and the sharing of best practice. Participation in the Standards framework will also provide our suppliers, farmers and producers with cutting-edge information to help identify, measure and manage all aspects of their own unique businesses, and to ensure resilience in the face of escalating global challenges. These insights will enable farmers to develop strategic action plans to improve their business performance and the well-being of their workers and communities. Far from adding to any confusion, the new Sainsbury’s Sustainability Standards, across 35 of our key crops and ingredients, could make it even simpler and easier for our customers to understand. We will be supporting the introduction of our pilot with comprehensive information available for customers and as these products won’t carry the Fairtrade logo, (which has been stated as a well-recognised mark), are confident in ensuring our customers have all the information they need.
Thank you for the time you’ve taken to further share your concerns. We have committed to sharing transparently the work as we move forward, we will ensure that we increase the level of transparency and disclosure around our investment activity and the progress we make, in the belief that we should be judged on our results.
Jessica Wilcock | Executive Office
Sainsbury’s Supermarkets Ltd
Thanks for this, very interesting. I’ll check back for a response from him to you.
His argument that they have to leave fairtrade as they want to build on fairtrade just doesn’t stack up. I’ve done a little research into this over the last few days. Traidcraft have gone far far beyond the minimum fairtrade standards whilst keeping it as a base and are a pretty inspiring business in the sector. So to have the Dutch chocolate brand Tony’s Chocoloney (they’re fighting ontop of fairtrade for ‘slave free’). In the supermarket sector the Co-op have also gone beyond fairtrade for over a decade – they helped to set up the co-operative in Kenya that Sainsburys are now (dubiously) using as a case study for their own scheme (hat tip to Brad Hill https://twitter.com/bradhtweet/status/879100101364527104) and they have some fantastic projects in Argentina (see https://www.youtube.com/watch?v=JG-57AIdPVk).a
All done on top of, not instead of Fairtrade. Their stock twitter response states that they have to leave to focus on a long-term supplier relationship and to help them mitigate against climate change. These are both things which have been core to the Fairtrade mission for many many years.
Thanks Alex. This is really useful information. I totally agree that the response that they want to do more is totally spurious.
I believe that the public reaction should make it impossible to proceed (if they value their customers).
I’ll post any response I get.
Many thanks for posting.