There has been a lot of debate around Sainsbury's newly launched 'fairly traded' initiative, with this new change.org petition summing up the argument against own brand fair trading. We know from consumers that there is an ever increasing appetite for responsible consumption, and with this the need for the ethical purchase decision to be simplified. But is this really simplification? Perhaps if it operated at a supermarket wide level where Sainsbury's becomes shorthand for fairly traded, but certainly not in a sector where there are already a number of fair trade options.
This article provides a good summary of many of the key issues in the debate: https://www.theguardian.com/global-development/2017/jun/24/fairtrade-crashing-down-sainsburys-tesco-tea-growers-nairobi