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About Equality
In October 2005,
COVICA was granted Fairtrade status, marking a milestone in its history.
UK agent for the Las Lomas range,
Nicholas Ingham
worked extensively with the team at
COVICA to produce a new, dedicated Fairtrade brand:
Equality,
whose first range of 2 white wines, 2 reds and a rosé was launched in
the UK market in 2006.
The grapes are sourced from COVICA’s 240 member growers, and produced in state-of-the art winery facilities at Cauquenes under the expertise of winemaker Felipe Zuniga and winemaking consultant, New Zealander Peter Mackey . The wines produced for the EQUALITY label are distinctly New World in style, to appeal directly to the UK and European consumer. As a Fairtrade producer, Las Lomas now guarantees to the consumer that their growers will receive better pay and many other benefits to their lives, from education to health care. This in turn creates an improved future for the communities in the region. Creating a new Fairtrade brand highlights the co-operative’s commitment to helping their member growers secure a positive future. For more information on the Fairtrade and community projects and to meet some of the Las Lomas community, please press here The UK being the largest Fairtrade consumer market, this is where EQUALITY by Las Lomas was first launched. The packaging has an upmarket, New World feel, and reflects the Fairtrade philosophy; through the brand name itself, EQUALITY, to a distinctive logo depicting a grape picker in the guise of the star of Chile, and of course inclusion of the familiar Fairtrade logo. The wines sell at around the rrp of £5.99.
“We have worked hard on developing a brand image
and quality range of wines to suit customer expectations, and are
passionately committed to supporting what they are also demanding – a
fair trade product.” - Nicholas Ingham |
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