IF you had a bowl of cereal for breakfast this morning did you stop to think where that cereal had been produced?

No? Well, how about the mug of coffee you had to wash it down with or that mid-morning chocolate bar?

In truth, few of us actually pause to think where our food and drink originates - we are just happy to pick it off the shelf at the supermarket ready wrapped.

But there is a growing consciousness over where the produce we consume originates.

Fifty years ago it would take one calorie of energy to produce one calorie consumed. Today it is reckoned that figure is eight calories of energy for every single calorie consumed.

It means what we eat is coming from further afield than ever before.

The gap between the haves and have-nots has increased dramatically in recent decades.

Today, the richest 20 per cent of the world's population has 60 times the income of the poorest 20 per cent.

Ensuring producers in Third World countries get a fair price for their wares by cutting out the middle men is an idea that has grown in popularity since the Netherlands became the first country to launch the Fairtrade consumer guarantee - the Max Havelaar label - in 1989.

Today there are labelling initiatives in 17 countries, mainly throughout Europe and North America.

Last month Southampton became one of ten new cities across the UK to achieve Fairtrade city status.

Crowds of banana-waiving supporters cheered the event as city council leader Cllr Adrian Vinson received the Fairtrade Award after an 18-month campaign to gain the status.

Southampton joined 22 similarly-minded cities and a total of 54 places in the UK that have achieved the status since Garstang, in Lancashire, first did so four years ago.

Cllr Vinson declared his aim to make fair trade the norm for consumers in the city.

But will the consumer in the city's streets notice any difference?

According to Southampton Test MP Alan Whitehead the change may not be obvious, but principled shoppers can find Fairtrade goods if they look close enough.

Dr Whitehead said: "The consumer does not see anything other than the knowledge that more of their money goes into the pocket of the producer rather than the middle man.

"Fairtrade really means that you get a good product and a good living for the producers.

"We are a very long way from it, which is one of the problems.

"Fairtrade chocolate has made an enormous difference. It's a question of the public changing some of its buying habits.

"Part of becoming a Fairtrade city is to make the products available to the market."

Sales of Fairtrade goods in the UK have grown by 40 per cent during the past year.

In Southampton, Fairtrade items are available but one hurdle that puts many customers off is the cost.

A 100g bar of Devine Fairtrade milk chocolate costs £1.09 in Woolworths, yet for the same price you can buy a 200g bar of Cadbury's Dairy Milk chocolate.

Surely the majority of people will always choose price over principles?

"Sadly you are right," said Rev Ian Johnson, a leading campaigner for Fairtrade in Southampton and vicar of St Mary's Church.

For Mr Johnson, who is chairman of the voluntary Southampton Sustainability Forum, which promotes sustainable living, supporting Fairtrade comes down to two main arguments - a moral one and a pragmatic one.

He said: "It's a fundamental moral truth that one has to ensure one is not profiting at the expense of others.

"The wealth of our nation depends more and more on the lives of others in the Third World.

"There is a pragmatic argument as well. The economic rape of Africa is the business of economies of the West. If you continue to do that, there is a point where the bowl of Africa will be dry and empty.

"But I'm much happier with the moral argument."

Mr Johnson believes people should pursue the moral argument by encouraging and supporting retailers in seeking those who sell Fairtrade goods.

"The more people we can get to go into shops saying, 'I want fair trade goods', the more likely we are to get them on the shelves," he added.

"It's up to me and the Fairtrade Federation and everybody who has a conscience to drive it forward. We will keep banging on. It's part of a change in mind around the west.

"We (the West) cannot continue to consume 80 per cent of the world's wealth. The fact we are the fourth wealthiest economy in the world does not justify the consumption of energy at the expense of everybody else."

Among the many organisations which helped to ensure the Fairtrade was bestowed upon the city, was the homeless charity The Salvation Army.

During Fairtrade Fortnight, last month, it committed itself to becoming a Fairtrade organisation.

Major Ian Barr, commander of the southern division, said: "We pour a hot drink for somebody every four seconds round the clock in the UK. Through our social centres, soup runs, hostels, refuges, detox centres, community cafes, day care and residential homes, we get through a lot of tea and coffee.

"Much of this we give away, so it will be quite a commitment for us to source our products through Fairtrade."

The Fairtrade Foundation is keen to point to the fact that the sales of Fairtrade goods has increased six-fold in the last five years in the UK.

Whether that trend in carried forward in Southampton is now down to you.

Heading for sales of £150m

SALES of Fairtrade goods could hit an estimated £150m in the coming year if current growth continues, say the promoters.

The Fairtrade Foundation estimates that sales of goods carrying the Fairtrade mark are currently running at around £100m.

Last year, sales rose by 46 per cent to £92m, compared to 2002 when £63m was spent by UK shoppers.

Organisers hope sales will increase this year by the same amount.

A spokesman said: "We are hoping sales will go up 50 per cent in the coming year.

"We have been having a 40 per cent increase in sales in recent years and last year we had 46 per cent."

Harriet Lamb, executive director of the Fairtrade Foundation said: "The rapidly rising sales prove that consumers do care and are prepared to pay the true price for products they know they can trust, guaranteed by the Fairtrade mark."

With £3.17 spent on Fairtrade products every second, organisers estimate goods worth at least £3.8m were sold during last month's annual promotion of Fairtrade.

Celebrity supporters - including Coldplay's Chris Martin, TV chef Brian Turner and actress Sheila Hancock - backed the tenth anniversary celebrations, which saw around 6,000 events take place across the UK.

The British Medical Association, the Salvation Army and Youth Hostel Associations also announced a switch to Fairtrade tea and coffee during the fortnight.

The Fairtrade trading partnership seeks greater equity in international trade by offering better trading conditions and securing the rights of workers in the developing world.

Justino Peck, a cocoa farmer from Belize, who visited the UK during the fortnight, said: "Fairtrade gives us the guarantee that we will be able to support our families. This is most important that we know we will be able to sell our cocoa to a guaranteed market."

FAIRTRADE MEANS:

Guaranteeing a better deal to producers in the developing world.

This means a stable price, which covers their production costs, along with a premium that their organisation will be able to reinvest, either in the business or social and environmental schemes among the wider community.

Products customers are most likely to find in the shops:

Fruit

Coffee

Tea

Chocolate

Cocoa

Sugar

Honey

Nuts

Flowers

Biscuits

Grain foods and cereals

Wine

Footballs