Fairtrade products in retail chains: Case study in the Czech Republic

The main objective of the article was to find out what the situation is with Fairtrade products on the Czech and Slovak markets in relation to consumed primary raw materials and their Fairtrade epremium, and also the supply of these products in retail chains operating in the Czech Republic (including products that are marked with their private labels). To meet the first part of the objective, secondary data taken from the Fairtrade Czech Republic and Slovakia annual reports involving the 2017 – 2021 period were used. These reports showed that the consumption of cocoa beans and coffee beans in the production of Fairtrade products was on an upward trend in the years under review. The opposite was true for cane sugar, which was also reflected in the evolution of the Fairtrade premium for this commodity. To meet the second part of the objective, a qualitative mystery shopping method was used. On the basis of this method it was found that Kaufland has the highest number of Fairtrade products among the retail chains operating in the Czech Republic, followed by Penny, while Albert supplies only one product. Another important fact was that most of the Fairtrade products provided by the retail units surveyed were sold under their private labels and yet not from well-known manufacturers. It is the increase in the number of Fairtrade products offered under private labels, based on negotiations with the producers of these products, which would ultimately lead to an increase in Fair trade premiums for growers' cooperatives.