The ethical credentials of the classic English breakfast are set to receive a boost as Geo Organics launches the first Fairtrade baked beans.
The beans, rolling into Waitrose now (rsp: 99p), resemble and taste like regular baked beans but are actually white kidney beans, sourced from farmers in one of China's poorest rural regions in Inner Mongolia.
"One of Fairtrade's key objectives is to make Fairtrade the norm and what better way than by introducing a Fairtrade version of such a firm UK favourite," said Ashish Deo, commercial director of the Fairtrade Foundation.
The social premium will be invested in developing improved educational facilities in the farm co-operative's village.
There are currently no plans for a wider retail rollout of the Fairtrade Baked Beans or to extend the use of the white kidney beans to other products.
The beans, rolling into Waitrose now (rsp: 99p), resemble and taste like regular baked beans but are actually white kidney beans, sourced from farmers in one of China's poorest rural regions in Inner Mongolia.
"One of Fairtrade's key objectives is to make Fairtrade the norm and what better way than by introducing a Fairtrade version of such a firm UK favourite," said Ashish Deo, commercial director of the Fairtrade Foundation.
The social premium will be invested in developing improved educational facilities in the farm co-operative's village.
There are currently no plans for a wider retail rollout of the Fairtrade Baked Beans or to extend the use of the white kidney beans to other products.
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