Fairtrade opens immersive UK exhibit for life on Panama banana farm

The Fairtrade Foundation has set up a unique interactive experience, which allows the public to see inside a Panamanian banana washing station from the Millennium Footbridge in London, UK.

To kick off the Fairtrade Fortnight 2018 event, the company constructed a giant double doorway leading to an immersive video stream of the Coobana banana plantation so that UK consumers can observe the day-to-day workings of a typical plantation.

New research conducted by Censuswide suggested that 50% of UK consumers are unaware of the exploitation that occurs within the food industry. On this basis, Fairtrade’s ‘Come On In’ campaign will allow the public to immerse themselves in the environment of Panama farmers in order to better comprehend exploitation and related poverty in the supply chain.

The real price of bananas

Coobana banana farmer and Fairtrade member Marcial Quintero said: “Before joining Fairtrade we didn’t see any benefits, development or profit. The price we used to receive per box wasn’t enough to cover our costs – and for 17 years the price didn’t change. Since starting with Fairtrade it’s made a mega-revolution in our lives.”

Fairtrade noted in a press release that the UK has consumed 820,000 tonnes of bananas this year, but the public does not realise that their production results in millions of farm workers being exploited in the supply chain to provide for global consumer demands.

Celebrity chef and food writer Tess Ward supported the campaign by giving out Fairtrade bananas and inviting onlookers to step inside the immersive 360° virtual reality film. She said of the event: “Together we’re stronger, and more people choosing, sharing and shouting about Fairtrade in the UK means more power to producers like Marcial to break the stranglehold of poverty prices.”

The banana industry employs tens of thousands of workers from Latin America, the Caribbean, south-east Asia and West Africa. The price of bananas in the UK has fallen by 40% despite the fact that costs of production have doubled in some of these regions.

The Censuswide survey of 2,001 UK adults showed that 26% admitted to not thinking about who produces their food, with half saying they were unaware of exploitation. Meanwhile, 88% of UK shoppers surveyed prioritised price and quality of products, and not necessarily location of the product (71%) or the seller’s ethical credentials (49%).

According to data from independent market researcher Kantar Worldpanel, Fairtrade enjoyed a 7% increase in growth from 2016-2017. This growth allows Fairtrade to continue supporting producers’ rights and host events, such as Fairtrade Fortnight 2018 and the immersive banana exhibit, to raise awareness.

Food transparency for Fairtrade Fortnight

“The Fairtrade Foundation is inviting passers-by on the Millenium Bridge to step onto a Panama banana farm to find out more about the lives of Fairtrade farmers and producers, including the chance to experience a new immersive 360 virtual reality film,” Fairtrade Foundation senior media and communications manager William Davies told Food Processing Technology.

“This Fairtrade Fortnight, we are inviting people to ‘Come On In’ to see what Fairtrade does for farmers and see what exploitation looks like when trade doesn’t deliver.”

Food transparency in the supply chain is a growing trend for consumers and businesses alike. Fairtrade says it is mounting the pressure on western leaders to eliminate unethical global trade practices.

Quintero and other farmers will speak at around 100 events across the UK to highlight how shoppers and producers can collaborate to ensure fair treatment and a stable supply of food products enjoyed by millions of UK consumers.

“Most British consumers don’t realise the reality behind the food we eat nor once they make the connection between what they buy and who it was grown by,” said Fairtrade Foundation director of public engagement Cheryl McGechie.

“Although Fairtrade provides a vital safety net that can help lift farmers and workers out of poverty, we need more people to choose Fairtrade, as every item that is sold on Fairtrade terms means more money for the producers who grow some of our favourite foods.”