The Fairtrade label is becoming increasingly common. But while shoppers seem keen to pay a little over the odds for fair trade products, some observers question how effective it really is in helping developing world farmers.

There is no doubt that the modern day consumer has a greater awareness of the whole Fair Trade ethos.

That is, some may understand the full implications of purchasing a Fair Trade product and with this in mind will consciously buy Fair Trade because they want to support the cause.

Others may just ‘know’ its good to buy such labels without any concept of the implications.

Regardless of levels of awareness, there is no denying that the  overwhelming availability of Fair Trade in contemporary society could be viewed as a money spinning retail market tapping into the conscience of more affluent westerners by using the Fair Trade label as bait to profiteer.

Fair Trade products are available either through large supermarket chains (bananas, tea, coffee, herbs, spices), or retail chains selling furniture or clothing (tee shirts, cotton shirts, childrens clothes).

There are approx 2,500 product lines in the UK that carry the Fair Trade mark. Last year we spent £290m on fair trade food, furniture and clothing - showing an mindblowing increase of 46% on the previous year.

While I understand there is one camp who take the view that by focusing on poor third world farmers achieving a ’fair price’, the movement is not addressing longer term developmental issues  such as mechanisation and industrialisation I cannot help feeling this is short sighted.

In my view, the more the western market is flooded, and the more Fair Trade sold, then over time, the third world will surely reap the benefits in the end?

Surely, the more we buy, the more they produce, the more they sell, and then the more we buy, the more they earn and so on…..and this can only be a positive cyclic relationship perpetuating greater wealth over time for impoverished societies?