Wednesday, 22 September 2010

Attack on 'Fair Play in the Supermarket'

Claus Jørgensen, Senior Environmental Officer at the Danish Consumer Council (Forbrugerrådet), talks about the Fair Play in the Supermarket campaign.

On 26 of August we launched the little film, Fair Play in the Supermarket, to put focus on consumer goods (coffee, chocolate and fruit) produced in the developing countries.

We chose a typical setting for Denmark (and, I suppose, for a lot of European countries), Friday evening, at home having a cosy time with the kids and enjoying delicious products. The film rewinds to show that the joy we all experience does have a hidden price for the people producing the goods. On 1 September we also had the film shown in 35 movie theaters across the country in a showing of the film Blood in the Mobile.

At the time of the release of the film, we also launched a postcard, which was distributed nationwide in cafés, restaurants, movie theaters and universities. The postcard encourages consumers to make a difference by visiting our website and from here send an electronic postcard to their favourite supermarket asking for more fair trade!

We have a Fair Play in the Supermarket Facebook site where we bring relevant updates two to three times a week.

The latest development has been an attack on our campaign in a letter to the editor in one of the national newspapers. The two authors claim that by supporting and promoting Fair Trade labeled products, the Danish Consumer Council are advocating not using the market economy and its instruments.

We have responded, saying that we believe they have misunderstood our campaign, and that we actually ask supermarkets to demand more ethically produced goods, and we have asked consumers to push this demand from supermarkets by buying or asking for more Fair Trade labeled products to put pressure on the supermarkets. And this in our view, is actually using the instruments of the market economy.

What do you think? Leave your opinion in the comments.

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