Ethical group Fairtrade says farmers in the developing world are struggling with a hit to both living and production costs. Therefore, shoppers are being urged to keep on buying Fairtrade products amid fears of a “race to the bottom” as struggling Britons look for ways to save money during the cost of living crisis.
According to Anna Barker, head of responsible business at the Fairtrade Foundation, the organization had not seen a shift in spending away from the ethical brand, but it is worried about how people would react to the worsening squeeze on their finances. UK inflation hit 9% in April, its highest level for 40 years. It is feared consumers will be less concerned about sustainability and will instead focus on searching for the cheapest products.
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