Fairtrade gives Sainsbury’s the edge over its competitors, as well as being an ethical way to trade, according to its chief executive Justin King…[who] said “I believe in Fairtrade for Fairtrade’s sake. But I also believe in Fairtrade because it gives my business a competitive advantage”…Sainsbury’s announced on the same day that it had overtaken Wal-Mart as the world’s biggest retailer of Fairtrade products with one in every four pounds spent on Fairtrade products in the UK spent at Sainsbury’s…King talked about how Fairtrade has succeeded during the recession…He is convinced that Sainsbury’s has managed to communicate the Fairtrade message with consumers since putting the stamp on its bananas.