FIND FAIR Launches Chrome Extension Making Ethical Brands Easier to Spot via Remade

Non-profit fair&good has launched a new Chrome extension called FIND FAIR that highlights ethical products as you search and shop online.

Many Kiwis have a strong set of values but not every company shares them. A World Vision report showed the average household unknowingly spends between $30-40 each week on products that could support worker exploitation and modern slavery.

“Research told us New Zealanders want to shop ethically but 67% find it hard to know which brands are ethically produced.” says Dr Susan Maiava, co-founder of fair&good. 

“The sheer volume of ethical claims makes it difficult for people to know which ones are recognised certifications. The research and knowledge required is not within their grasp. Until now. FIND FAIR is a free Chrome extension that highlights ethical products online without any effort required by the user.” says Maiava.

Fair&good measures brands and products against a strict set of values - fair labour, the environment, supply chain transparency, gender equality, community involvement, inclusiveness, social justice, giving back, consistency and animal welfare. Brands that meet these standards are included in FIND FAIR.

Developed by creative agency Remade, FIND FAIR highlights endorsed brands in search results and tags them with the FAIR symbol. For added functionality the extension also works in online supermarkets with brands highlighted and tagged as FAIR while users shop their groceries.

“Fair&good’s mission is to make ethical shopping mainstream, to do this we needed a way for their knowledge around ethical products to find its way to shoppers.” says Clara McLaurin, founder of Remade. “With so many of us buying online these days, the FIND FAIR Chrome extension is a way to share this information right when people need it, as they do their weekly shop.” 

To create FIND FAIR’s extensive database, fair&good utilised their existing ethical directory and enlisted the help of other not-for-profits who share their values including Just Kai, Trade Aid, Tearfund, SPCA, Fairtrade ANZ and B Corp.

FIND FAIR works in all the major online supermarkets including New World, Pak’n Save, Countdown and supie.co.nz. Founder of Supie, Sarah Balle, has long championed fairness in the grocery sector. “I am such an advocate for what FIND FAIR is about, the educational value it delivers and the powerful outcomes it will generate. When I heard about this technology I was happy to lend my support.”

An integrated campaign promoting FIND FAIR has been booked across outdoor, OnDemand, social and online through media partner, Rascal Media. PR is through Raise Communications.