London, UK
Population: 7 million
Declaration date: 23rd October 2008
www.fairtradelondon.org.uk

Ken Livingstone, then Mayor of London, launched the campaign to make London the world’s largest Fairtrade City during Fairtrade Fortnight 2003. As well as the UK Five Goals additional targets were set for London that included over half the 32 London boroughs achieving Fairtrade Borough status independently.
The Campaign is led by a steering group made up of representatives from 100% Fairtrade companies (Divine Chocolate and Café Direct), mainstream businesses with a London-wide scope (KPMG), activists from London boroughs, representatives from the Fairtrade Foundation, Sustain, London Food Link, GLA (Greater London Authority) and members with contacts and a good understanding of other London initiatives, for example sustainable schools. This diverse, well-connected group representing key associated groups and significant organisations in London has helped the campaign to reach different sectors and gain support. In addition to the Steering Group, active borough campaigns developed in 30 of the 32 Greater London boroughs and 21 boroughs had achieved Fairtrade Borough status around the time of the declaration.
London is one of the most diverse, multicultural cities in the world and its Fairtrade campaign reflects and embraces this diversity by organising city-wide events e.g. a Fairtrade Film Festival, ‘Stock It’ postcard campaign to encourage shops and cafes to stock Fairtrade products and Fairtrade activities at key London events such as  the Fairtrade Village at the Mayor’s Thames Festival. These activities help to make Fairtrade a part of London events and to make Fairtrade visible to the general public.
Key iconic London institutions such as the Houses of Parliament, Royal Botanic Gardens at Kew, Natural History Museum, Globe Theatre, Wembley Stadium, BBC TV Centre, Metropolitan Police Service and Fire Brigade are all involved in the campaign by using and/or selling Fairtrade products.

Top Tips
•    There is often much more going on than the campaign knows about – ask local organisations and businesses what they’re already doing around Fairtrade.
•    Organisations, in general, are happy to hear from you and the general response volunteers on the Fairtrade London campaign received was really positive.
•    A well-connected, representative steering group provides the group with influence, contacts and expertise.
•    When working with a large population, defined local-level campaigns (like the borough campaigns) can help Fairtrade become more a ‘local’ issue and reach people.
•    Making Fairtrade a part of existing community events (like the Thames Festival) start to make Fairtrade a part of an area’s culture and activity.

Read the press release and find out more about Fairtrade London and what’s happening in the world’s largest Fairtrade City