“Ethical products are the last great commodity differentiator.” Wally Olins, UK Brand Guru.

You walk into a UK Tesco to buy a bottle of wine – you have green intentions.  An organic wine from Chile grabs the eye, then you see Spier, the first South African wine to qualify for the Wine Industry Ethical Trade Association (WIETA), but as you hand reaches out you see next to it a bottle of Thandi, the first Fairtrade wine and black-owned to boot so you can be on the side of the angels and Bono with trade not aid, until you read the carbon footprint and think maybe you should go for the Burgundy, or is Bordeaux nearer Chipping Sodbury?