Brewer Out to Spearhead Growth of Fairtrade Beer in UK with Launch of New Fonio Grain IPA and ‘World-First’ Supply Chain From West Africa

UK-BASED ethical brewer Brewgooder has set up the world’s first Fairtrade-certified brewing supply chain for climate-resilient fonio grain – with the ‘game-changing’ potential to put farming communities in West Africa on a level footing with other nations.  

The pioneering supply chain was set up in just six months thanks to close working between B-Corp-certified brewer Brewgooder and fonio farming cooperatives in Guinea. It has been set up so farmers are paid a fairer price for their work and grain, while fostering sustainable and equitable economic growth for their nearby communities. 

Representatives in the region have described the ‘transformational’ potential the new supply chain could have on communities in Guinea. According to local cooperatives, 67 farmers have signed up, with two thirds of those joining since Fairtrade certification. Depending on the growth and success of the supply chain, it’s hoped hundreds of farmers and the communities that surround them could benefit in future. 

In a progressive move, Brewgooder has also made the new supply chain accessible to all. Named ‘Open Grain’, any UK brewer or business looking to utilise fonio will be able to tap into the Fairtrade-certified supply of the grain to further maximise the positive impact made in Guinea and potentially beyond.

The move has been made in tandem with the Glasgow-based brewer’s launch of the first beer made with Fairtrade-certified fonio grain, Brewgooder Fonio Session IPA, which has been backed from launch by three major UK supermarkets. The beer was designed to accelerate the growth of the Fairtrade category in the UK beer market amid rising consumer demand for ethical products. 

Fonio, a climate-resilient super grain native to West Africa and one of the WWF’s 50 foods for the future, is quick to harvest, doesn’t require fertilisers, and uses much less water to grow than barley, meaning it can thrive in less fertile soils prominent in countries in West Africa. 

Brewgooder Fonio, a ‘delicious, crisp and hoppy’ Session IPA (4.3%), is the maiden product of the Fairtrade supply chain, and has already secured placements in Sainsbury’s, Waitrose, the Co-op, and is also available on British Airways. It was recently recognised with a Great Taste Award.

Alan Mahon, founder at Brewgooder, said: “Alone we can make a small but meaningful difference, but as an entire industry – even if only adopting Fairtrade fonio in small amounts – we can support farmers in Guinea make a game-changing impact on these communities while simultaneously bringing quality and desirable products to market. Enabling other beer producers to use our supply chain makes that possible. We’re not adopting Fairtrade fonio to give ourselves a USP, but to show what can be achieved when you collaborate with farming communities for a fairer deal. 

“We faced almost impossible odds in bringing this supply chain together in just six months, but we achieved it through the incredible effort, commitment, and drive of our farming and logistics partners. It demonstrates that a vision for a fairer, more equitable world can make seemingly impossible things happen.

“Fairtrade fonio can support communities in Guinea to thrive. It means fairer practices and a fairer deal for farmers, and Brewgooder is delighted to work together with the Fairtrade Foundation and our retailers and commercial partners to bring these principles to a new category. 

“There’s a huge appetite for Fairtrade products in the UK, and it's absent in the beer category at present. People care about fair and just trade, and if they can achieve it through the products they buy, then they will make that choice.”

UK consumer demand for Fairtrade products has surged in recent years, with Kantar research from 2022 revealing around 80% of consumers have chosen Fairtrade products over an alternative, with growth in retail sales of bananas, coffee, flowers, and tea. 

Brewgooder, whose turnover increased 74% to £3.7m last year, predicts the new product will add more than £2 million in retail sales to the UK’s Fairtrade market annually, with the potential to grow significantly beyond that as the category grows.  

Mahon, originally from Belfast, added: “Producing this beer marks a significant evolution in our approach as an impact-making company. Alongside our Foundation’s grant giving strategy, we’re investing in communities by making them suppliers. Together as an industry we can create equitable economic growth that provides communities in Guinea and beyond with the same opportunities producers enjoy here in the UK.”   

Rebecca Oliver-Mooney, Head of Commercial Drinks for Co-op, said: “At Co-op, we have been proudly championing Fairtrade on our shelves for the last 30 years and are committed to offering a wide range of products for our member owners and customers to enjoy, and therefore we are thrilled to be Brewgooder's chosen partner in launching this exciting new product.”

Jourdan Gabbini, Waitrose Beer and Cider buyer, added: "We're really excited about launching the Fairtrade Certified Fonio Session IPA. It's a first to market, and we know just how important Fairtrade is to our customers. We're really proud to be working with a brand that is focused on doing good and making a difference in the communities around them, while also offering a really fantastic-tasting beer.

Maimouna Diallo, coordinator in the Guinea farming cooperative described the collaboration as “a testament to the power of socially responsible business practices in creating lasting impact and fostering equitable growth”. 

She continued: “ We look forward to a fruitful partnership that benefits not only our farmers but also the wider community and the environment. A true circular exchange between Africa and the UK – a win-win situation.” 

LJ Loftus, Deputy Director of Partnerships at the Fairtrade Foundation, said:  “Let’s raise a glass to Brewgooder for introducing the world’s first Fairtrade certified fonio grain IPA onto the UK market, using fonio produced by smallholder farmers in Guinea. Every sip will not only be delicious, but means that farmers are getting a better deal.”

For more information on Brewgooder, the Brewgooder Foundation, and Brewgooder Fonio visit brewgooder.com. For more on Fairtrade certification and Fairtrade Fonio, visit fairtrade.org.uk. 

About Brewgooder Fonio Session IPA

Brewgooder Fonio Session IPA is a crisp and hoppy session IPA brewed with Fairtrade Fonio grain, ethically sourced from smallholder farmers across Guinea. The beer is a continuation of the successful Fonio IPA collaboration between Brewgooder and Brooklyn Brewery which was the #9 NPD within the entire off-trade beer category in the 52 Weeks to May 18 2024, and the #1 craft NPD in the craft category in all of 2023. It was recently recognised with a 2024 Great Taste Award.

Brewgooder Fonio Session IPA is available in retailers including Waitrose, Co-op, and Sainsbury’s now priced at £6.50 per pack of 4 x 330ml cans. 

About Brewgooder

Brewgooder is a B-Corp beer brand and impact company based in Glasgow. Since 2016 they have used beer as a force for good in the world, with every brew helping to support community projects through the Brewgooder Foundation. The Brewgooder Foundation's mission is to enable high impact projects that promote equity and foster opportunity among local and global communities. To date, Brewgooder and its drinkers have helped to positively impact over 100,000 lives through projects and partners supported through the Brewgooder Foundation. Brewgooder stockists include the Coop, Sainsbury’s and Waitrose.