Fairtrade Town Application & Feedback






Date: 24 November 2014

Contact name:             Anne Pole

Organisation (if any):  Kirriemuir Fairtrade Forum

E-mail address:           anne@gkopc.co.uk

Second contact name: Malcolm Rooney

For the area of:            Kirriemuir

Population:                  6,000


Goal 1: Local council passes a resolution supporting Fairtrade*.The resolution should include a commitment to serve Fairtrade* tea and coffee at its meetings and in its offices and canteens whenever hot drinks are served.

Date Achieved: Resolution originally passed in 2003 and re-affirmed in 2009. Further re-affirmed in September 2012

Result: Goal achieved

Comments and further appropriate actions:

Congratulations on the Council’s resolution to support Fairtrade in 2003, 2009 and 2012. We are pleased that the Council has made a firm commitment, particularly recently, in its motion to encourage the use of Fairtrade goods at Council meetings and functions, to promote Fairtrade amongst local businesses and to carry this support through to procurement. It would be fantastic to see this motion realised in the Council’s actual procurement process as the natural next stage. The Council has a lot of power to influence producer communities through their purchasing and procurement, both directly and through tenders. To build on the sterling work already done by Kirriemuir Council, the next step is to ensure that when tenders are advertised for council contracts, the Fairtrade Town status is publicised and Fairtrade options are requested. A guide to Fairtrade and Local Authorities has been produced containing ideas that you may find useful. Many of these illustrate the role Councils can and do and play in increasing understanding and support through using their unique position, contacts and leadership. Click the above link or visit the resources section of the Procurement webpages to download.

The displays of Fairtrade goods at community events such as the coffee mornings, Webster’s High School Summer Fair and Highland Games are a great physical reminder that it is within all of our reach to support the Fairtrade message. These types of displays are very good at engaging people and can show in very real terms the range of goods available. However, you could extend this message further by ensuring that people not only know what is available to buy, but also where they can purchase these goods- a local directory listing Council approved suppliers, local businesses and commercial and other organisations supporting Fairtrade could be made available at local libraries, churches or Council offices and could have an online presence too, perhaps on the Council website. Even, if initially, only a few businesses could be listed, this often acts as a catalyst, galvanising others into action. The Council could possibly fund the directory and members of the public could be asked to contribute to it, thereby encouraging active engagement.


Goal 2: A range of (at least four) Fairtrade products are readily available in the area’s shops and are served in local cafés/catering establishments – suggested targets are given in the Action Guide

Kirriemuir has 3 retail outlets each selling 4 or more Fairtrade products.  Additionally, 2 catering establishments, a coffee shop and a tearoom using Fairtrade products. A further 3 shops sell 1 to 3 Fairtrade products.

Result: Goal achieved

Comments and further appropriate actions:

Congratulations on meeting the targets for this goal and please pass on our thanks to all the businesses whose support has helped to make Kirriemiur a Fairtrade Town.

Considerable progress has already been made but it is now important to encourage more local businesses to come on board and to develop the support of those already involved. We understand that Kirriemuir is a small community but it would be a great achievement to increase the number of retail outlets and at the same time to encourage the outlets to increase their product ranges on an ongoing basis.

The range of Fairtrade products is constantly increasing so please do check the website for which products are available. This will help you to educate retail and catering outlets about the breadth of Fairtrade products.

The website also has some great ideas and tips to help businesses raise awareness of Fairtrade issues. Take a look online for ideas for engaging local businesses and workplaces.


Goal 3: Fairtrade products are used by an appropriate number of local work places (offices, shops, B&Bs etc.) and community organisations (faith communities, schools, universities etc). For larger populations (over 100,000) a flagship employer is expected as well as the local authority listed under Goal 1.

The four churches in Kirriemuir use Fairtrade products and promote them when they get the opportunity. The Old Parish Church has a permanent range of Traidcraft goods on sale and also took part in the 90kg Rice Challenge selling all 90kg and continues to sell the Kilombero rice. The minister of the Glens & Kirriemuir Old uses a Fairtrade clerical shirt.

The two primary schools in the town and one secondary use and promote Fairtrade products.  Webster’s High School were active during Fairtrade Fortnight and had a Coffee Morning in the school using only Fairtrade products. One of the Northmuir Primary School P4 classes entered the Bake Off Competition as part of a class teaching block on Fairtrade.

Two workplaces, J.D. Wilkie Ltd (Global textile manufacturer), Irvine Adamson (Accountants) use Fairtrade sugar, tea or coffee.

Result: Goal achieved

Comments and further appropriate actions:

Congratulations on the work you have done so far and on the considerable achievements made towards this goal.  It is wonderful to see that Fairtrade is really becoming a part of the Kirriemiur community through the active support shown by the groups, organisations and businesses! Well done and we would like to take this opportunity to thank all the organisations listed for the support they have shown and for the part they have played in making Kirriemiur a Fairtrade Town. We hope that their support develops and encourages others to become a part of the Kirriemiur Fairtrade Town campaign.

 As there is already such strong understanding of the Fairtrade message from churches and schools in your area, we would urge you to encourage them to seek Fairtrade status if they have not already achieved it. This is fairly straightforward to do, particularly as we feel the churches and schools you have mentioned are already very active. More information, resources and support are available at www.schools.fairtrade.org.uk and www.fairtrade.org.uk/faiths. We hope that their commitment to Fairtrade is communicated to the wider community through articles in any school, church or parish newsletters.

It’s great to see so such an established workplace as J.D. Wilkie making the switch to Fairtrade and we do hope they are promoting their support to staff and customers it is particularly important to see a strong commitment from the local business community to offer support for Fairtrade. Moving forward, we would suggest encouraging local businesses such as hotels, health and leisure facilities, hairdressers etc. to support the Fairtrade message by buying and using Fairtrade goods in their business as much as possible. The suggestion of a local directory may help in their understanding of the positives to their business by supporting Fairtrade. The Workplace of Worldchangers scheme allows businesses to register their support for Fairtrade and receive a certificate from the Fairtrade Foundation acknowledging their commitment. Encouraging them to register for this achievement could help you to build strong and lasting relationships with businesses throughout the community.

It is clear that the local Fairtrade campaign is reaching schools, colleges, businesses and places of worship and through this is really becoming a part of the community. It is now important to get other community organisations on board and involved in the campaign. Clubs, societies, ‘friends of’ groups, interest groups and local activist groups can be a great way to reach new people. The Council or local Voluntary Services Council should have a list of local interest groups and it would be great to encourage some of these to get involved. Perhaps some Fairtrade tea and coffee samples and information about what the benefits Fairtrade brings could get group started on making Fairtrade a part of their meetings or group activities!


Goal 4: Attract media coverage and popular support for the campaign. For the press, the story can be revived as each goal is achieved, organising a big splash for the Fairtrade declaration ceremony, and developing a strategy to keep it in the news long after. This will also enable local businesses and organisations to benefit from their involvement.

Result: Goal achieved

Comments and further appropriate actions:

This goal is designed to ensure that Fairtrade is supported and understood by the general public in Kirriemuir and based on the list of events you have organised and the newspaper articles that have featured Fairtrade, it is clear that this goal has been met. It is great to see such a long-standing campaign which has continued to gather pace. A great way to keep Fairtrade in the public eye is to promote Fairtrade at established community events such as Christmas and Summer Fairs. This is a great way to reach people who may not usually come to an event that is specifically about Fairtrade.

We recognise the dedication of the Steering Group in generating the press coverage – it’s wonderful to see so many mentions of Fairtrade in the local media, flagging up that Kirriemuir is working hard to gain its Fairtrade status. Well done and many thanks for sending us copies. We wish you the best of luck in all your future events and media work.

Congratulations also on holding the Bake Off competitions and coffee mornings and publicising them. Fun, accessible events can be utilised to great effect to get a serious message across. To make the most of the publicity potential of the Bake Off competitions in particular, you could involve a local celebrity as a judge, encourage businesses such as the hotel, for example to be the competition venue. The competition could have different categories, for example, schools, junior, senior, mother and child etc. This could ensure a wider reach for your events in terms of the Fairtrade message getting through and publicity generated.

When taking the campaign forward in the future it can sometimes be difficult to maintain press interest once status has been achieved. Other quirky unusual events such as a sports day involving local schools, a competition or a world-record attempt (most people simultaneously eating Fairtrade bananas for example) can be a good way of maintaining press coverage. It may also be helpful to get in touch with other Fairtrade Town groups (those who are aspiring towards or who have achieved Fairtrade status) to pool resources, ideas and energy and hopefully ensure that Fairtrade continues to spread through media coverage and events which engage and inspire the general public.

Goal 4 is about using local newspapers, websites, radio and television, as well as social media, to take Fairtrade to the wider public and to weave Fairtrade into the fabric of your local area. The local press and media have audiences you want to reach and often define local issues – and could mark Fairtrade as an important part of the local agenda. Maintaining Fairtrade as local topic through regular articles and media updates will encourage more groups, organisations and individual to get involved and develop Kirriemuir’s Fairtrade campaign. We’ve recently produced a media guide for campaigners, perhaps you could further spread and maintain the Fairtrade message in Kirriemuir through a Facebook group or a Twitter account.

It’s also great to see that your group holds events to celebrate Fairtrade Fortnight each year. Fairtrade Fortnight 2015 will take place from 23 February to 8 March and will look deeper to find the people behind our products. A film will be produced focusing on producers of cocoa and tea, two of the nation’s favourite products, and we’ll be inviting you to hold your own events from film festivals to tastings. By showing the impact that Fairtrade makes we hope to inspire consumers to choose products that change lives.

Please do remember to keep a record of the events you hold (including all presentations given) with the date on which they are held, and continue to save press cuttings (again with publication and date details) to include in your renewal application.

Congratulations on ensuring that Fairtrade is kept in the public eye and we wish you the best of luck as you develop upon the considerable achievements made to date. Well done!


Goal 5: A local Fairtrade steering group is convened to ensure continued commitment to its Fairtrade Town status. 

Steering Group members

Chairman- Rev Malcolm Rooney; Vice Chairman     -Eric Summers; Secretary-Anne Pole; Treasurer-Emily Wright; Archivist-Monica Hodgkinson; Photographer-Clare Ross; Claire Broadhurst; Catriona Duff          ; Cllr Ian Gaul; Cllr Jeanette Gaul; Rev Robert Harley; Graeme Hodge;  Mary Mays; Cllr Roland Proctor

Result: Goal achieved

Comments and further appropriate actions:

Congratulations for forming and maintaining a dedicated and proactive Steering Group composed of such clearly committed members. It’s really great to see that you have representatives from a wide section of the community. We are confident that your campaign will develop and flourish well into the future. It has been a pleasure to learn about all you have achieved to date and to hear of your future plans. Well done!

Many groups find that the role and objectives of the Steering Group change slightly once status has been achieved. Becoming a Fairtrade Town is an incredible achievement but remains only one significant step on your Fairtrade journey. Do take the time to celebrate your achievements and to think about priorities and objectives for the future. Your first renewal will require the Steering Group to prepare an Action Plan with clear targets and ways of measuring when these have been achieved. We suggest you begin to think about these targets as it will help keep members and supporters motivated, provide more opportunities to celebrate and offer a reason to communicate your successes to other stakeholders, including the press. The group may feel it would be useful to form smaller sub or working groups to focus on taking specific tasks or activities. These could be an events group or a team dedicated to working with schools – it all depends on your priorities and on your time!

Finally we would like to thank all the Steering Group members for their dedication and energy. We do appreciate how much time and hard work is involved in developing a local Fairtrade campaign such as this and would like to congratulate all the members on their achievements and to thank them on behalf of the producer communities who benefit directly from increasing support for and sales of Fairtrade.

Final Comment:

Congratulations on achieving Fairtrade Town status for Kirriemuir. Doing so is a fantastic achievement, and it is not often that a town’s initial application is already as strong and comprehensive as yours. Of course, this is only the start of Kirriemuir’s Fairtrade journey. It has been a great pleasure to learn more about all you have achieved and the obvious impact your hard work has had. Please do feel free to share any ‘top tips’ with us that you feel may be useful to other Fairtrade enthusiasts in the UK.

We look forward to hearing how your Fairtrade campaign has developed in your renewal application. It would be great to see how you have continued to maintain a great presence in Kirriemuir, working with local groups and organisations, and how you have expanded to work with more workplaces and churches. The first renewal applications will be due one year after status has been achieved and every two years following that. The renewal application is based around an action plan, with a brief update on everything that happens between now and then, so as to enable you to set your own targets that are most appropriate for taking the campaign forward.

Our thanks once again for all your hard work and our congratulations on all you have achieved. It is thanks to groups such as yours that Fairtrade is going from strength to strength and helping more communities in developing countries to earn enough for today and to invest in a better tomorrow.



Adam Gardner

Rachael Sweet

Hajra Williams


Communities Campaigns Manager

Communities Campaigns Officer

Fairtrade Towns Volunteer


 Posted by at 12:02 pm