Ashish Deo: Fairtrade Foundation’s commercial director

THE HORSEMEAT scandal at the start of the year renewed consumers’ focus on where their food is coming from. The demand for transparency and traceability has definitely shifted from the often narrow environmental focus of previous years to one which requires companies to talk about much more than carbon and water.

Foodservice Footprint Fairtrade-at-KPMG-27-02-01-239-small-200x300 Ashish Deo: Fairtrade Foundation's commercial director Intelligence  Fairtrade Foundation Ashish Deo














The drive for this change is coming from consumers and, in 2014 and beyond, we predict success for companies who are proactively engaging with their supply chain and can tell the story behind their products in a way which their customers can believe and trust. As social media grows as an ever more powerful connecting tool, those who do not to meet this demand will increasingly see customers, both B2B and B2C, choosing not to associate themselves with their brand. Those companies who are open and honest about their supply chains will be the ones who reap the business benefits.