The Fairtrade Foundation has launched a new immersive retail experience in Shoreditch, London, to draw attention to the growing threat climate change poses to some of the UK’s most cherished food items, including bananas, coffee, and cocoa. The interactive pop-up, named ‘The Endangered Aisle,’ opens to the public today and will run until 1st March, offering a stark glimpse into a future where these supermarket staples could become rare luxuries.
This initiative follows the release of a new report by the Fairtrade Foundation, supported by independent analysis from environmental advisors 3Keel, which highlights the vulnerability of global food supply chains to climate change. The report underscores the risks that the UK’s favourite foods face due to environmental challenges such as deforestation, biodiversity loss, and erratic weather patterns linked to global warming.
UK Consumers Aware but Slow to Act
The Fairtrade Foundation’s research indicates that while a significant portion of the British public is aware of the impact climate change could have on their weekly shop, few have taken steps to address the issue. According to the findings, 75% of Brits acknowledge that climate change is affecting the availability of products on supermarket shelves. However, only 38% have made any changes to their purchasing habits, and a notable 23% remain unsure of how to help.
Despite this inertia, the emotional attachment to these at-risk products is clear. The study revealed that 60% of Brits would be “devastated” if everyday items like coffee, bananas, and chocolate were to disappear from stores. This sentiment is echoed by the fact that over 40% of respondents identified coffee as the Fairtrade product they would find hardest to live without, followed closely by chocolate and bananas, each cited by 31% of respondents.
The Impact on Farmers and Supply Chains
The Fairtrade Foundation’s report sheds light on the profound impact that climate change is already having on the farmers who grow these vital crops. In Kenya, over 90% of Fairtrade coffee farmers surveyed reported experiencing the adverse effects of climate change, including more erratic rainfall and an increase in pests and diseases such as coffee berry disease. This trend is mirrored in other key producing regions around the world.
Caitlin McCormack, Senior Consultant at 3Keel, emphasized the urgency of supporting sustainable farming practices. “The UK sources a significant proportion of consumer favourites, including bananas, coffee, and cocoa, from countries that face potential risks to future production, including from climate change and the loss of biodiversity. It’s essential that we work with producers in these countries to help them shift to sustainable and resilient methods of production.”
Bananas, Coffee, and Cocoa Under Threat
Bananas, coffee, and cocoa are among the most vulnerable crops, with their production heavily reliant on stable climates and healthy ecosystems. The report highlights that nearly half of the UK’s banana imports come from countries with high vulnerability to climate change. Meeting the UK’s annual demand for bananas requires an estimated land footprint of over 34,000 hectares—an area roughly the size of York.
Similarly, the UK’s coffee imports, which cover an area equivalent to 74,000 football pitches, are increasingly threatened by rising temperatures and changing weather patterns. Under certain climate scenarios, up to 50% of the global land area currently suitable for coffee farming may become unviable by 2050.
Cocoa, another beloved staple, faces similar challenges. The report warns that by 2050, many cocoa-growing regions in Ghana and Côte d’Ivoire—which together produce over half of the world’s cocoa—could become too hot for cultivation. The deforestation associated with cocoa production is also a significant concern, with over 732,000 hectares of forest lost globally between 2001 and 2018 due to cocoa farming.
A Call to Action
As the climate crisis deepens, the Fairtrade Foundation is urging consumers to take action to support sustainable farming practices. Mike Gidney, CEO of the Fairtrade Foundation, warned that the future availability of these everyday essentials is far from guaranteed. “It’s time to wake up and smell the coffee, because it may not be on our shelves forever. Climate breakdown is making it increasingly difficult to grow the crops that are essential to our food security.”
Gidney continued, “There is a real risk that farmers will be forced to stop farming if they cannot adapt to the changing climate. In the worst-case scenarios, certain varieties of the foods we take for granted could become luxury items. That’s why it’s crucial that farmers and workers receive a fair price that allows them to invest in sustainable and climate-resilient production methods. By choosing Fairtrade, consumers can play a key role in supporting this transition.”
Experiencing the Future of Food
‘The Endangered Aisle’ pop-up aims to bring these issues to life, offering visitors a chance to experience what supermarket shopping might look like in a world where climate change has drastically reduced the availability of certain foods. The interactive exhibit includes first-hand stories from Fairtrade producers and insights into the challenges they face as they battle the effects of climate change.
Visitors who make a sustainability pledge at the pop-up will receive complimentary Fairtrade products, reinforcing the message that small, conscious choices can have a significant impact on global food systems.
As Fairtrade Fortnight continues, the Fairtrade Foundation’s message is clear: the choices we make today will determine the future of our food tomorrow.
Contributed by: PA Media Assignments
