Fairtrade fruit specialist and pioneer AgroFair UK launches its OKÉ (pronounced OK) brand this September with the introduction of the UK’s first Fairtrade smoothies that are not made from concentrate. OKÉ smoothies will be available in two delicious flavours – Raspberry, Blackberry & Banana, and Mango, Orange & Pink Guava – and are set to brighten up chiller cabinets all over the country with their eye catching and vibrant designs.
In keeping with its parent company AgroFair – which is 50% owned by marginalised farmers and 100% run for their benefit – the Fairtrade fruit for the OKÉ smoothies is sourced from small scale co-operatives in Ecuador, Costa Rica, Brazil and Peru. Furthermore OKÉ smoothies are environmentally friendly – all OKÉ fruit is transported by sea rather than by air so it’s easy on the planet as well as the palate.
John Bowes, Managing Director of AgroFair UK and former Marketing Chief at the Co-operative Group who came out of retirement to launch OKÉ, says: “Consumers are increasingly asking questions about the food and drink they buy, so at AgroFair we are proud to develop products that are truly ethical down to the final squeeze. We know that the UK’s smoothie consumption is high and there is a space on the shelf, and in people’s minds, for a real alternative.”
OKÉ’s launch coincides with AgroFair’s Annual Shareholders’ Meeting, which has just taken place. Fruit producers from across Africa and Latin America came to London to help steer the future direction of the company as well as visit British farmers in the Lake District. The new smoothies were presented to the farmers during the meeting.
The launching of the OKÉ brand is the next step in AgroFair’s pioneering history. It introduced the world’s first Fairtrade bananas, followed by the world’s first Fairtrade pineapples, mangoes, grapefruit and year round supplies of Fairtrade oranges and soft citrus. It supplies Fairtrade fruit to all major supermarkets in the UK. OKÉ’s high profile launch will be supported by a sustained marketing campaign including extensive sampling activity and an interactive website, www.okefairtrade.com.
OKÉ Raspberry, Blackberry & Banana smoothie together with OKÉ Mango, Orange & Pink Guava smoothie, contain no concentrates, preservatives or added sugar and will be available in 1 litre cartons at around £3.25.
Agrofair UK Ltd
Tel: 020 7422 0755