IF you’ve been shopping recently it’s unlikely you’ll have failed to notice a green and blue logo on certain items.

With more than 4,500 products carrying the mark, and an estimated 70 per cent of UK consumers now recognising the distinctive label, the Fairtrade campaign is firmly in the public eye.

With endorsements from celebrities such as comedian Harry Hill and TV chef Hugh Fearnley-Whittingstall, to supermarkets and politicians, it’s becoming even harder to ignore Fairtrade.

Last week, the Fairtrade Foundation, which is responsible for the use of the mark which guarantees disadvantaged farmers are getting a better deal, launched its annual Fairtrade Fortnight.

The campaign sees a number of events taking place across the country to raise awareness of Fairtrade products and the difference buying them can make to producers in the developing world.

But in the current economic crisis, are consumers more concerned about the extra cost the Fairtrade label adds to items in their shopping trolleys?

Gemma Steptoe has worked as the executive assistant to the Fairtrade Foundation’s chief executive Harriet Lamb for two years.

The 25-year-old, of Royston Avenue, Southend, explains why buying products carrying the mark is so important.

“The difference Fairtrade makes is huge,” she says.

“In a nutshell, the global economic system has many unfair trade rules that disadvantage producers.

“By buying Fairtrade you are helping more than 7.5 million people across 59 developing countries get a good price for their produce.

“It’s not like giving money to charity. The whole thing is very entrepreneurial.

“Farmers just want a fair price for what they are producing.”

Fairtrade aims to help small hold farmers, who get together to form a cooperative.

This allows them to improve their skills and meet UK consumer demands, such as quality of produce. It also gives them a stronger voice.

As part of her role, Gemma regularly talks to campaigners, consumers, businesses and producers. She believes the economic climate may not effect consumers’ Fairtrade habits.

“In an economic downturn, even though things get hard for us, they are even harder for people in developing countries,” she explains.

“The difference a slight increase in price means for me, and for someone else across the world is staggering.

“Sales figures for Fairtrade products increased from £500million in 2007, to £750million last year and because Fairtrade products are becoming more available, prices are coming down. People are remaining loyal to Fairtrade.”

She suggests the reason behind this is shoppers’ heightened awareness of their own choice, and the difference they can make.

“Just as people have become more aware of the environment and climate change, the same is true for Fairtrade,” says Gemma.

“Consumers like to be informed and they are a lot more intelligent than some shops give them credit for.

“It’s important for people to know where their food has come from and that they have paid a fair wage.

“Fairtrade brings that to the fore. It shows consumers who has produced their food and gives it a personal edge.”

Fairtrade Fortnight continues until March 8 and features thousands of events nationally, including debates on climate change and ethical shopping, fashion shows, Fairtrade bazaars and even banana eating contests.

Gemma adds: “It’s a way of creating a bit of a buzz about Fairtrade.

“Lots of producers come to the UK to meet the people who sell their products and the retailers get to see who they are helping.

“It’s all about bringing people together.”