‘Don’t feed exploitation’ reads the stern strapline at the end of the Fairtrade Foundation’s ad. It seems a silly thing to tell a consumer. What decent person would?

Well, the customers of ‘Farley & Bell’, whose cheery staff sign them up for cheap fruit & veg box deliveries on the street, are in for an unpleasant surprise. When the heavy boxes arrive, they are carried by children, clearly unhappy and clad in rags.

It’s shocking, and the shoppers are suitably chastened, though it’s hard not to feel sorry for them - surely it’s not unreasonable to think this should be dealt with by legally-bound suppliers and retailers? Still, Fairtrade makes a strong point well - you’ll certainly pause to consider the real price of your food.

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