The Co-operative Food has launchd a new online platform so that its customers can interact directly with Fairtrade producers from around the world.

Described as the first of its kind, growingstories is an “online conversation” so that consumers can hear first hand about the impact of Fairtrade on local communities.

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The Co-operative Food launches new loyalty campaign

17 different producer organisations from 9 different countries will be taking part.

“This new community campaign is the latest innovation in our on-going support for Fairtrade. Having got to know so many producers over our 20 year partnership with Fairtrade, and as a business firmly rooted in communities across the UK, we are bringing the two together,” explained Brad Hill, the Co-op’s Fairtrade strategic development manager.

“Our members and customers have returned over £30M in Fairtrade premiums and now they can hear directly just what that means at an individual and community level. What better way to find out about Fairtrade impact than from the producers themselves?”

The supermarket is encouraging social media users to share messages and photos to build up the online community and website visitors can create their own messages. For every “share” £1 is being donated by the Co-op to invest in future community projects.

“Globally, we’re seeing a growing interest among consumers in the ethics of supply chains, and desire to reconnect. This initiative makes trade personal again, and we hope it will generate many fruitful exchanges between people across the world,” added Michael Gidney, chief executive of Fairtrade Foundation.