Record Number Of Private Brand Fair Trade USA Products Launched in 2018

Fair Trade USA, the leading third-party certifier of Fair Trade products in North America, has collaborated with dozens of retailers across the industry to launch 176 Fair Trade Certified private brand items to date in 2018. These newly-launched items, which span all of the Fair Trade commodities from coffee, cocoa, tea, and sugar to coconut, quinoa, herbs and spices, produce, floral and seafood, are helping retail partners differentiate and compete with branded products. A selection of these products will be on display at Fair Trade USA’s booth (7801) at the Private Label Manufacturers Association’s 2018 Trade Show at the Rosemont Convention Center on Nov. 11-13.

The 2018 Fair Trade Certified private brand launches represent an impressive 45% year-over-year increase over 2017 launches, growth that corresponds with the momentum that the retail sector is seeing as private brands become an important element for retailer diversification. Based on the latest IRI research, for the second consecutive year, private brands are leading multi-outlet growth at a rate of 4 to 1.

Abby Ayers, Senior Manager of Retail Partnerships at Fair Trade USA

“We are excited about the 14.9% value share growth of private brands in the United States and the opportunity this offers Fair Trade to support national retailers’ desire to be more sustainable, improve supply chains and put people and the planet first,” says Abby Ayers, Senior Manager of Retail Partnerships at Fair Trade USA. “No matter the retail aisle, Fair Trade fits in and offers a way to appeal to the customer of tomorrow.”

This year, The Kroger Co. increased its Fair Trade Certified private label offerings by 10 products and made a public commitment to certify all eligible Simple Truth products or ingredients.

German-owned retailer, ALDI, is also making it easier for consumers to shop their values with Fair Trade Certified products. Last year, 25% of coffee sold by ALDI was Fair Trade Certified, and the company is working to expand the number of Fair Trade Barrisimo, SimplyNature, and Specially Selected coffee products. In-store signage and social media campaigns also help to educate consumers about ALDI’s sustainability commitments.

Fair Trade USA is proud to serve as a thought partner for other retail partners as they explore new sustainability commitments and reach new consumer segments. The team looks forward to helping private brands further develop their portfolios of innovative Fair Trade Certified products in 2019.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.