Avenance, reflecting the ethos of all the companies in the Elior UK
group, strongly believe that they have a responsibility that goes
beyond simply feeding their customers. Fairtrade products are an
excellent example of this in action. At the very start of the supply
chain, Avenance recognises that there is more to products than simply
paying the lowest price; knowing the ethics of products is of paramount
importance to them. The Fairtrade logo is recognised as a mark of
reassurance for this.
At the other end of the chain, the importance of educating customers on
products' source, sustainability and ethics is also of great
importance. Here the Fairtrade logo is also a valuable resource as it
is becoming increasingly recognised by customers. In instances where
Fairtrade products are offered alongside others, customers regularly
prefer the Fairtrade product.
Elior UK has developed a concept, OpenDoor which brings
Fairtrade products together with those that are organically or locally
produced – or a combination of all three. They are products with a
conscience. The signage assists with the promotion of products carrying
the Fairtrade mark, drawing customers' attention to products that not
only taste good but also do good.
Avenance views this as part of their mission to educate customers as
well as feeding them. Serving over one million customers every week,
that education is also far reaching. There is a proven correlation
between purchases made at work, and in the home environment, and vice
versa. Fairtrade products also give the company a competitive edge,
whilst other caterers continue to overlook these products, Avenance
will delight in selling them to customers that are demanding them.
The belief in Fairtrade is internally focussed too: all the offices
across the Elior UK group use Fairtrade as the beverage of choice.
Website: http://www.avenance.co.uk