Calypso Soft Drinks is supporting Fairtrade Fortnight 2011 with its ‘Show off, be proud and loud’ campaign.

To mark the occasion, Calypso will promote Fairtrade across schools, local authorities, Universities and continues its own successful Fairtrade campaign to convince customers to upgrade to Fairtrade juices from traditional juices. The company is well on the way to achieving its target to convert 25% of all pure juice sales to Fairtrade next year.

Calypso reports a healthy 33% volume increase year on year in Fairtrade Juice and its campaign has achieved 16% customer conversions now buying Fairtrade juices. Richard Cooke, Sales & Marketing Director said, “We’ve made strong headway towards our goal and hope that even more of our customers will continue to choose ethical products – estimated retail figures show the sector is solid and consistent with £54million annual retail value in the Fairtrade Fruit (excluding Bananas), Veg and juices category (see note 1).

Our customers, in retail, in schools and local authorities, already see the benefits of providing Fairtrade juices and we hope that future cutbacks will not affect these principles which have now been established. These products are important to the lives of millions of producers in developing countries and despite adverse market conditions their popularity continues to grow”.

Calypso is still one of only a handful of UK juice manufacturers who offer an extensive Fairtrade Pure Fruit Juices range. These include:

• Fairtrade Orange Pure Juice and Fairtrade Apple Pure Juice in a larger format 500ml bottle pack;

• A 250ml Fairtrade bottle range with Orange; and Apple Pure Juices

• Fairtrade 200ml Cartons in Orange; Apple; and Tropical Pure Juices

• Fairtrade 85ml Orange Pure Juice Cuplets.

Richard Cooke concludes, “Fairtrade is of particular importance among young families and as our core market is school age children, we want to support and help promote the key issues of sustainability and paying a fair price to producers in developing countries.”

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