Family First

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Changing the world one breakfast at a time.

Traidcraft commissioned Family (and friends) to create designs for their newly developed ‘GeoMuesli’ range, the first truly fairtrade muesli in the UKThe range will be launched at the world’s most important trade show for the food industry, the ANUGA trade show (10th-14th October)

Uniquely, Traidcraft's GeoMuesli range is made from a global mix of fairly traded ingredients, sourced from seven countries and across three continents. No other cereal brand can boast this level of fair trade in its product.

The design unfolds the story in a graphic way: featuring silhouetted illustrations of real growers and workers across the globe – the reverse of the pack tells of their personal success and the benefits of buying a fairly traded product.

It is packaged in sustainably sourced recyclable boxing with a bag made of Super-ECO film – completely biodegradable within 18 months.

Alex Durbridge, creative director at Family and friends says of the range “the challenge was to avoid being too worthy - to get the right balance shelf impact and naturalness”.

Traidcraft's unique structure - a trading company and a development charity working together - gives them a distinctive perspective on how trade can be made to work for the poor. It also gives them opportunities to influence opinion and behaviour in the charitable, business and public sectors.

 The new range has three flavours - Mixed Berry, Fruit & Nut, and Exotic Fruit. All three recipes have a base of British oats and wheat cereals  -often local farmers are just as susceptible to the dangers of price capping, forcing bankruptcy and sale.