Record sales were announced in the ethical product industry during Fairtrade Fortnight, which ran from Monday February 26 to Sunday March 11.

Harriet Lamb, executive director of the Fairtrade Foundation, announced sales of Fairtrade-certified products reached an estimated retail value of £290m in 2006 - an increase of 46 per cent over the past year.

Market analyst Mintel also recently reported massive growth in the market. The period between 2002 and 2006 saw an increase of 265 per cent and the analyst predicts a further 138 per cent growth over the next five years, with annual sales expected to reach £547m by 2011.

But Bexley businessman John Frisby, owner of the Food for Living stores in Blackfen and Dartford, says those who sell Fairtrade are driven by factors other than their own profit margins.

With 30 years' experience in the health and organic food industries, John says the shift in focus is down in part to rising demand.

He explained: "We have seen an increase in awareness of Fairtrade. My customers started being just health-conscious, but now they think of others as well."

John also identifies the changes in the pricing of Fairtrade products as another reason for the shift among his core customer base.

He said: "Prices of Fairtrade and organic produce are now largely in line with less ethical products.

"As long as the prices are within a reasonable range, then people are willing to pay a bit extra as they want to feel good about purchases.

"Fairtrade products are of equal quality. The products are the same, the only difference is where the profits go."

Harriet Lamb said: "The road signs for tomorrow's Fairtrade world are out there. Up and down the country, the public are asking for more engagement with Fairtrade, and this is driving companies, large and small, to respond.

"Fairtrade is beginning to move from being an optional extra to a must-do'."