Although the coffee in Fair Instant is already Fairtrade-certified, FFI has also promised a separate donation from every jar or tin sold to Save The Children. The aim is to get more children from impoverished coffee-growing regions into school, providing education for disabled children, providing schools with equipment and teacher-training, providing uniforms and shoes, and protecting schoolchildren from abuse.
Austin Sugarman, sales and marketing director at FFI, has said: "The success achieved so far is amazing and we are very pleased to be making a real difference to children's lives in coffee-growing countries."
The Fair family of products comprises Fair Instant coffee, Fair Tea, and Fair Chocolate. A roast-and-ground coffee product, to be called Fair Ground, is expected soon. There are recent redesigns to the Fair Instant Gold freeze-dried coffee.
By Ian Boughton