This was fine for those who were prepared to do without oranges half the year, but just made everyone else feel guilty. These ideas had their place, but not in the new campaign. The new campaign hinged on making people feel good when they realised that they could buy delicious, fairly-traded coffee both in Oxfam shops and their usual supermarket. Instead of publicising victims, we featured coffee growers sending their kids to school with notebooks and pencils. A revolution indeed.
Anniversaries are also occasions to look forward.
There are many more foods grown in the Third World, and many catering venues not yet serving Fair Trade tea or coffee. There will be plenty more opportunities for campaigners to get involved. But for now, we deserve a short pause, to blow out some metaphorical candles and pat ourselves on the back. That's simple - buy Fairtrade Mark products. If you have been buying Fairtrade products for years, take a look at the new ones recently added to the range.