Supermarkets are lining up to stock the UK’s first Fairtrade Fonio grain beer as shoppers increasingly switch to Fairtrade.
Brewgooder Fairtrade Fonio Session IPA is now available at Co-op, Sainsbury’s, and Waitrose, as well as on British Airways flights. It comes as research reveals around 80% of consumers have chosen Fairtrade products over an alternative.
The delicious, crisp and hoppy 4.3% Session IPA is packaged in colourful cans urging shoppers to ‘Fairtrade up your beer’.
The new beer was recently recognised with a Great Taste Award – dubbed the ‘Oscars of the food and drink world’ – after a blind taste testing by more than 500 critics, chefs, recipe creators, buyers, retailers, and other specialists in the field.
Jourdan Gabbini, Waitrose beer and cider buyer, said: “We’re really excited about launching the Fairtrade Certified Fonio Session IPA. It’s a first to market, and we know just how important Fairtrade is to our customers. We’re really proud to be working with a brand that is focused on doing good and making a difference in the communities around them, while also offering a really fantastic-tasting beer.”
Fonio is a climate-resilient super grain native to West Africa which is quick to harvest, doesn’t require fertilisers, and uses much less water to grow than barley. In a world first, Scotland’s first B-Corp certified brewer is using a Fairtrade-certified supply chain, ethically sourcing the grain from smallholder farmers.
Alan Mahon, founder at Brewgooder, said: “There’s a huge appetite for Fairtrade products in the UK, and it’s absent in the beer category at present. If people can achieve it through the products they buy, then they will make that choice.
“With the increasing interest in Fonio grain in brewing and beyond, we saw an opportunity to ensure the upside of its increasing popularity would be felt by the farming communities that grow and supply it for many years to come, we decided to go one step further. “
Brewgooder, whose turnover increased 74% to £3.7m last year, predicts the new beer will add more than £2 million in retail sales to the UK’s Fairtrade market annually, with the potential to grow significantly beyond that as the category grows.
LJ Loftus, deputy director of partnerships at the Fairtrade Foundation said: “Let’s raise a glass to Brewgooder for introducing the world’s first Fairtrade certified fonio grain IPA onto the UK market. Every sip will ensure West African farmers are getting a better deal.”
Rebecca Oliver-Mooney, head of commercial drinks for Co-op, added: “We have been proudly championing Fairtrade on our shelves for the last 30 years and are committed to offering a wide range of products for our member owners and customers to enjoy. We are thrilled to be Brewgooder’s chosen partner in launching this exciting new product.”
Farmers in Guinea, West Africa typically face significant challenges – from a lack of infrastructure and access to markets, to lack of investment and the low productivity of traditional farming methods. Representatives in the region have described the ‘transformational’ potential the new supply chain could have on West African communities. So far, 67 farmers have signed up and it’s hoped hundreds could benefit in future.
For more information on Brewgooder, the Brewgooder Foundation, and Brewgooder Fonio visit brewgooder.com.
