As Fairtrade Fortnight gets under way, two entrepreneurs have launched a website to entice ethical shoppers.
Yourtomorrow.co.uk, founded by Brian Ellis and nephew Nick Long, offers a range of Fairtrade and environmental beauty products, fashion, toys and goods.
Worcester-based Mr Ellis - previously a business lecturer at University College Worcester - said the idea came after he underwent a life-saving triple bypass heart operation.
"My father died of a heart attack at the same age I had my operation, so I didn't expect to be living much longer," Mr Ellis said. "But after the operation, I felt 40 years younger and full of energy. I left my job, and launched a business I feel can make the world a better place for my grandchildren."
As well as concentrating on environmental and ethical goods, the company offers shoppers the chance to make a charitable donation.
"The target market is people such as myself," Mr Ellis said. "Individuals who are getting older, thinking about the future and wanting to do something positive."
According to the Fairtrade Foundation, sales of Fairtrade goods in Britain have been rising 40 per cent a year and should comfortably top £270 million by December.
The country is the world's biggest consumer of Fairtrade certified products. Around 1,500 are available and thought to benefit five million people - farmers, workers and their families - in the developing world.
Fairtrade Fortnight has seen a flurry of commitments by larger retailers. On Monday Marks & Spencers said it was switching coffee and tea in its stores to Fairtrade.
On the same day Sainsbury's launched its new Fair-trade baby food range.
Twelve years ago the first products bearing the blue-and-green Fairtrade logo were launched in the UK.
The movement started with Green & Black's Maya Gold organic chocolate and was followed by Clipper tea and Cafedirect coffees.
The British public eats around 750,000 Fairtrade bananas daily, washed down with 4.3 million Fairtrade hot drinks.
More than 300 producer groups are selling to the UK.
The movement started in the Netherlands in the late 1980s with the launch of a guarantee label for coffee sourced from Mexico.
It spread to other countries which joined under the umbrella of the German-based Fairtrade Labelling Organisations International, which sets standards for global producers.
Fairtrade-registered producers in Africa, Latin America, the Caribbean and Asia receive minimum prices to cover production costs plus a premium to be invested in the local community.
Their goods range from fruit and nuts to flowers, coffee and cotton.
The Fairtrade labelling network supports 548 producer organisations and 650 traders.
In the UK, the Fairtrade Foundation is a registered charity generating income through licensing the Fair-trade logo and grants from the Government, Comic Relief and other sources.
Fairtrade Foundation deputy director Ian Bretman said the scheme's UK success was due to consumer demand and growing retailer support.
"This is down to being a grass roots social movement engaging with business," he said. "Twelve years ago when we first broached the idea, companies laughed.
"But I think if you look at what is happening now it is something that excites people - the idea you can make a difference by doing your everyday shopping."
All tea, coffee, sugar and chocolate sprinkles on Virgin Trains will be Fairtrade, as are hot drinks in Slug and Lettuce pubs and coffee in the Benjys chain.
Other major retailers backing the scheme include Tesco, the Co-op, Asda and Waitrose.
Despite this "quiet revolution", the Fairtrade Foundation says there are still challenges ahead in its bid to convince more consumers to pay extra to help overseas producers.
An independent survey of 2,131 Britons carried out in January revealed people's shopping habits could be hard to break. The most common reason given for not buying Fairtrade was that the goods were not visible enough on the shelves.
Fairtrade Foundation executive director Harriet Lamb said tapping even further into consumers' purchasing power was the next big challenge for the organisation.