Swedish retailer Axfood has announced the launch of an own label line that will be made up entirely of products that have been certified fairtrade.

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The brand, Aware, will be available through Axfood’s Hemköp, Willys, Willys Home and PrisXtra banners.


“We have seen that there is a real demand for fairtrade products and we want to make them easily accessible at an affordable price,” a spokesperson for Axfood told just-food.


The company is pushing ahead with the launch in spite of the global economic downturn.


“We feel consumers will support products that have been produced using ethical working conditions and terms of trade. The pricing will be competitive,” the spokesperson insisted.

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The Aware brand is the result of Nordic cooperation in the United Nordic purchasing organisation and will be sold by Axfood in Sweden, Norgesgruppen in Norway, Dagrofa in Denmark and Tuko Logistics in Finland.