It's easier to fight poverty in the Third World than you may think - just look out for a special label during your weekly shop, writes SARA McCORQUO- DALE.

If you were not paid a decent amount after a hard day's work the chances are you wouldn't be too happy. In fact, you would justifiably demand more money. After all, you had provided a service and this should be recognised by your wage.

While this may sound obvious, thousands of farmers in the Third World are still being short-changed for the produce they grow and export to the west. But, standing between them and poverty is Fairtrade.

Fairtrade is an independent consumer label which guarantees that these farmers are paid a substantial wage. To gain this label, products must meet the standards of the Fairtrade Labelling Organisations International (FLO). The producer must receive a minimum price that covers the cost of sustainable production and an extra premium that is invested in social or economic development projects.

Fairtrade has also become important to us mere mortals and Sutton gained the status of a Fairtrade borough after enough shops started stocking the products.

Erica Kyere works in Ghana developing the education and skills of farmers and their children. She has seen the impact on a community when the farmers do not receive a fair wage for their produce. The 26-year-old is currently touring the UK as part of Fairtrade Fortnight, a national celebration of the initiative, to tell people about the effects of Fairtrade in West Africa.

She said: "Without Fairtrade people in some communities still have to walk for miles and miles to a river to fetch water, and water from the river is not healthy. Because of Fairtrade they can invest in water wells and since I have been there they have built seven schools where the children are given free exercise books and pencils.

"We have also been able to educate people. Cocoa is seasonal so we teach the women how to do batik, tie-dye, so that when there is no cocoa to sell they still have access to money.

"One family from the Amankwaia district in Offinso have been able to send their son to university. Now he is working for a big firm in the city and can take care of the little ones in the family. This happened because they were financially able to provide this opportunity and that is what Fairtrade is about. Helping the farmer to take his life in his own hands."

Sutton achieved Fairtrade status by having more than 36 retailers stocking at least two products and 18 catering outlets offering Fairtrade lines.

The campaign for the status started with just a few residents from local faith groups. But after interest from organisations all over the borough a steering group of people dedicated to bringing Fairtrade to Sutton was formed last year.

Alistair Cruikshank, a member of this group, said: "The group was set up with people from all different sections of the community. The council passed the resolution that they wanted to be a Fairtrade borough and the community showed a lot of support for the whole thing. It really was a remarkable achievement in the end."

David Bales, manager of Lush Food in Wallington, explained why he insists on staff using Fairtrade coffee.

He said: "As well as all of the ethical reasons, the quality is better. It's something we decided to do before we opened, to sell fairtrade and organic produce so apart with the obvious ethical reasons it is company policy. As a business I think we have a responsibility."

Sutton is one the estimated 150 other towns and boroughs across the UK that has achieved Fairtrade status and it is expected that another 100 will join by the end of Fairtrade fortnight. In addition to their endorsement by celebrities such as Chris Martin and Bono, Fairtrade products are environmentally friendly and good for the planet.

Keith Bowman, economic renewal and regeneration officer at Sutton Council, said: "Sutton likes to see itself as supporting anything that is environmentally sustainable and more and more people are seeing Fairtrade. Firstly, it gets the producers a fair price for their products as sometimes the multi-national companies pay less than it costs to produce.

"Secondly, buying Fairtrade supports the whole system from producer right through to retailer. It is an investment in the infrastructure and in the long run it will lead to more reliable and quality products and stop the third world from turning to cash crops which grow the land out.

Mr Bowman stressed that people are not being forced to by Fairtrade produce, but he is thinks they should have the option. He said: "It is about choice. I would never say to someone you should buy Fairtrade goods but they should have the choice. People know that if they do the producer will get paid well. I work in this country and I expect to get paid a fair price for what I do. Why shouldn't they?

"I don't think anyone 10 years ago would have predicted how popular organic food would be. I think it's exactly the same with Fairtrade products. I think more and more people will choose these goods when they go shopping."

To celebrate Fairtrade Fortnight and Sutton's new status St Nicholas Centre in St Nicholas Way will be hosting a free Fairtrade produce tasting session on Saturday March 10 on level 1 from 10am until 4pm.

For more information on Fairtrade and Fairtrade Fortnight, which finishes on March 11, go to fairtrade.org.uk.