Brewgooder to spearhead growth of Fairtrade beer in UK

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Ethical brewer Brewgooder has set up the world’s first Fairtrade-certified brewing supply chain for climate-resilient fonio grain –  a climate-resilient super grain native to West Africa and one of the WWF’s 50 foods for the future. It is quick to harvest, doesn’t require fertilisers, and uses much less water to grow than barley, meaning it can thrive in less fertile soils prominent in countries in West Africa.

UK consumer demand for Fairtrade products has surged in recent years, with Kantar research from 2022 revealing around 80% of consumers have chosen Fairtrade products over an alternative, with growth in retail sales of bananas, coffee, flowers, and tea.

Brewgooder, whose turnover increased 74% to £3.7m last year, predicts the new product will add more than £2 million in retail sales to the UK’s Fairtrade market annually, with the potential to grow significantly beyond that as the category grows.

With the ‘game-changing’ potential to put farming communities in West Africa on a level footing with other nations, the brewer has made the new supply chain accessible to all. Named ‘Open Grain’, any UK brewer or business looking to utilise fonio will be able to tap into the Fairtrade-certified supply of the grain to help maximise the positive impact made in Guinea and potentially beyond.

The pioneering supply chain was set up in just six months thanks to close working between B-Corp-certified brewer Brewgooder and fonio farming cooperatives in Guinea and it will see farmers  paid a fairer price for their work and grain, and help to create sustainable and equitable economic growth for their nearby communities.

According to local cooperatives, 67 farmers have signed up, with two thirds of those joining since Fairtrade certification. Depending on the growth and success of the supply chain, it’s hoped hundreds of farmers and the communities that surround them could benefit in future.

The move comes as the Glasgow-based brewer launches the first beer made with Fairtrade-certified fonio grain, Brewgooder Fonio Session IPA, designed to accelerate the growth of the Fairtrade category in the UK beer market amid rising consumer demand for ethical products.  A ‘delicious, crisp and hoppy’ Session IPA (4.3%), it is the maiden product of the Fairtrade supply chain, and has already secured placements in Sainsbury’s, Waitrose, the Co-op, and is also available on British Airways. It was recently recognised with a Great Taste Award.

Alan Mahon, founder at Brewgooder, said, “Alone we can make a small but meaningful difference, but as an entire industry – even if only adopting Fairtrade fonio in small amounts – we can support farmers in Guinea make a game-changing impact on these communities while simultaneously bringing quality and desirable products to market. Enabling other beer producers to use our supply chain makes that possible. We’re not adopting Fairtrade fonio to give ourselves a USP, but to show what can be achieved when you collaborate with farming communities for a fairer deal.

“We faced almost impossible odds in bringing this supply chain together in just six months, but we achieved it through the incredible effort, commitment, and drive of our farming and logistics partners. It demonstrates that a vision for a fairer, more equitable world can make seemingly impossible things happen.

“Fairtrade fonio can support communities in Guinea to thrive. It means fairer practices and a fairer deal for farmers, and Brewgooder is delighted to work together with the Fairtrade Foundation and our retailers and commercial partners to bring these principles to a new category.

“There’s a huge appetite for Fairtrade products in the UK, and it’s absent in the beer category at present. People care about fair and just trade, and if they can achieve it through the products they buy, then they will make that choice.”

Mahon added, “Producing this beer marks a significant evolution in our approach as an impact-making company. Alongside our Foundation’s grant giving strategy, we’re investing in communities by making them suppliers. Together as an industry we can create equitable economic growth that provides communities in Guinea and beyond with the same opportunities producers enjoy here in the UK.”

Maimouna Diallo, coordinator in the Guinea farming cooperative described the collaboration as “a testament to the power of socially responsible business practices in creating lasting impact and fostering equitable growth”.

She continued, “We look forward to a fruitful partnership that benefits not only our farmers but also the wider community and the environment. A true circular exchange between Africa and the UK – a win-win situation.”

LJ Loftus, Deputy Director of Partnerships at the Fairtrade Foundation, said, “Let’s raise a glass to Brewgooder for introducing the world’s first Fairtrade certified fonio grain IPA onto the UK market, using fonio produced by smallholder farmers in Guinea. Every sip will not only be delicious, but means that farmers are getting a better deal.”

Picture: Alan Mahon, Brewgooder