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Esquires Fairtrade Breakfast Event

February 2005

Esquires Fairtrade Breakfast Event

*Neil Finn shows his support of Fair Trade at Esquires on the Waterfront*

A Fair Trade awareness breakfast held this morning saw journalists and Fair Trade supporters make an early start to the day to witness an intimate performance by Kiwi musician and international Fair Trade Advocate Neil Finn.

The Fair Trade movement which has been around for more than 40 years has proven an effective method for producers in developing countries to work their way out of poverty. Worldwide support of Fair Trade has more recently escalated both from the public and celebrities such as Chris Martin, Colin Firth, Jamelia and the Finn Brothers, who have all pledged their commitment to Oxfam's Make Trade Fair campaign.

The 8.00am breakfast awareness event was held at Esquires on the Waterfront to demonstrate how successful implementation of Fairtrade products can benefit an everyday business such as Esquires Coffee Houses.

"The decision to implement Fairtrade coffee to the Esquires franchise was made in 2002 when we began our first stores in New Zealand . I had seen the products successfully used in a similar business model in the UK and I could foresee it being a successful part of our long term business. We started with only selected Fairtrade coffee available, but it proved so popular and such premium quality that now nearly all Esquires coffee is Fairtrade," says Esquires New Zealand Director Stuart Deeks.

Supporting the event was Auckland City Mayor, Dick Hubbard who opened the Fairtrade event with words of support. By his side was media commentator and all round funny guy Raybon Kan who presented the event.

Also present was Oxfam New Zealand who, with funding support from NZAID, has acted as an integral link to Fair Trade for the past two years, working on initiatives to grow the fair trade movement in New Zealand.

"At the beginning of 2004 limited Fairtrade coffee was available from Trade Aid stores. There are now 20 different brands of Fairtrade coffee available in New Zealand as well as other Fairtrade products such as chocolate and tea. We've also begun to make progress with retailers. Esquires Coffee Houses are an excellent example of how Fair Trade can be integrated into a successful business plan," says Oxfam New Zealand spokesperson Prue Smith .

Attendees at the event learned about Fairtrade products and the process of how they are made and distributed around the world. They also had the opportunity to participate in "Chocolate Kisses" a petition which consists of kissing a card with melted Fairtrade chocolate on your lips and writing your details on the back of the card. The cards will be sent to major chocolate to encourage them to source Fairtrade chocolate for their own use.

"With every cup of coffee that is sold at Esquires customers can be happy knowing they are providing coffee farmers in developing countries a better future," says Prue Smith.

Esquires now have 17 coffee houses open across the country and are continuing to grow. Esquires General Manager Chris King says the Esquires New Zealand franchise is committed to implementing a wide range of Fairtrade products such as chocolate, teas and other food items.


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