The Midcounties Co-operative is making it easier to live ethically every day by offering its members a 10% discount on all Fairtrade products across its 230 Your Co-op Food stores.

Midcounties has supported Fairtrade for more than 27 years, since the foundation was established, and the new discount for members marks the latest step in its efforts to ensure growers and producers receive a fair price for the products they make. The savings will be in place until the end of the year at least.

While Midcounties and other co-operatives have previously introduced time-limited offers on certain products, this is the first time that a commitment has been made to reduce prices on a long-term basis across the entire Fairtrade product range.

So, whether it’s bananas, tea bags, coffee, flowers or wine, all members will be able to choose Fairtrade products safe in the knowledge that they are getting the best possible value while also supporting producers, growers and communities around the globe to make a sustainable living.

Crucially, the discount is funded by Midcounties and has no impact on the payment the producers receive. Instead, it aims to encourage more people to purchase Fairtrade products which will provide greater benefits to Fairtrade producers.

Phil Ponsonby, Chief Executive Officer at The Midcounties Co-operative, said: “At Midcounties we are fully-owned by our members, so when they told us they wanted ethical shopping to be more affordable, we listened and took action.

“Our hope is that, in taking this step, particularly at a time when we know that many people are facing increasing financial pressures, we can support our members in making ethical choices every time they shop. Together, we can then provide even greater support to growers and producers around the world, helping them to support their families and communities and secure a more sustainable future.”

The discount will be available to all Midcounties members. For more information on becoming a member, please visit its website.

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