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Following its success with tea, coffee and bananas, the Fairtrade Foundation is looking to further its engagement with the gold industry.
"Not enough people know about Fairtrade gold. By choosing it, you can create a better life for miners and their communities," said Amy Ross, Fairtrade Gold Project Manager at the launch of the organisation's new 'I Do' campaign, encouraging couples to choose Fairtrade gold rings this Valentine's Day.
A recent survey by Cred Jewellery found that only 16% of people said they were familiar with Fairtrade gold as opposed to 64% who were familiar with Fairtrade tea or coffee.
The Fairtrade Foundation estimates that £1m in Fairtrade Premium could be generated if 50,000 couples chose Fairtrade gold wedding rings.
The campaign launch coincides with the Foundation's publication of a new Industry Briefing to explain the complexities behind the gold mining industry and its new Standard for Gold & Precious Metals to help protect miners and their familiar against poverty and exploitation, revising the standard first introduced in 2011.
For the full story see the February issue of Ethical Performance.
Picture credit: Hidden Ring, Cox & Power
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