Sainsbury’s is in hot water! Almost 160,000 people called on the supermarket giant not to abandon Fairtrade, raising concerns that the brand’s ‘Fairly Traded’ scheme was confusing for consumers, and could mean a worse deal for some of the world’s poorest farmers.

In March, we saw a huge breakthrough!  The Advertising Standards Authority (ASA) ruled that Sainsbury's advertising of the ‘Fairly Traded’ label was “misleading” , and now, products bearing this label cannot be advertised without clear indication that they are not part of the Fairtrade brand. 

This is a huge blow for Sainsbury’s, and could cause them to reconsider the scheme. The scheme is untested, unverified, and tea producers worldwide are concerned they will be disempowered as a result. But so far, their worries have been ignored.

Your voice right now could help push this over the edge - please write a personal message to the CEO asking Sainsbury’s to return to Fairtrade certification. If you’re a Sainsbury’s shopper, mention this in your email!