Fairtrade product sales in Belgium up 7.5%

The sale of Fairtrade products in Belgium, measured by volume, increased 7.5% in 2013, bringing the total estimated value of Belgium's Fairtrade market up to €94 million. This is evident from Fairtrade Max Havelaar Belgium's annual results published earlier this week.

The Fairtrade products with the greatest volume on the Belgian market are fresh bananas, followed by flowers, sugar, juice and coffee. In terms of market value, Fairtrade coffee tops the charts, followed by bananas and chocolate. The positive trend is mainly attributed to increased sales at Delhaize, Colruyt, Oxfam, Ethiquable, Miko and Café Liegeois.

Awareness of the Fairtrade logo among Belgians has also increased, from 67% in 2011 to 78 % in 2013, which indicates that an increasing number of consumers recognise the logo and know that it stands for products that meet agreed environmental, labour, and developmental standards.