As our Fairtrade Fonio Session IPA lands in 71 Waitrose stores across the country we sat down with Jourdan Gabbini, the Beer & Cider Buyer, to chat about why he’s excited for the launch of the beer.
We also find out a little more about him, and the important contribution Waitrose make to the global Fairtrade economy.
Who is Jourdan?
He made the move to the exciting Beer & Cider category just over two years ago and has embraced the category and all the learning opportunities it provides by becoming a Cicerone Certified Beer Server and an International Beer Challenge Judge for 2024.
30 Years of Fairtrade at Waitrose
Waitrose is one of the oldest and strongest supporters of Fairtrade since the movement’s inception in 1994, offering over 200 Fairtrade products, including bananas, coffee, tea, and chocolate (and now of course, thanks to Jourdan… BEER!).
Waitrose was the first UK supermarket to sell loose Fairtrade bananas and has exclusively sold Fairtrade bananas since 2010. In 2022, their Fairtrade sales generated over £2.3 million in Fairtrade Premiums, funding community projects in producer regions.
Waitrose is also committed to long-term relationships with Fairtrade suppliers, helping to create sustainable and fair supply chains, and their belief in the Fairtrade Fonio Session IPA concept from its ideation played a massive role in motivating the Brewgooder team to bring the beer to life.
Tough gig, eh? Now let’s hear what Jourdan has to say about the role, the category and the launch of our new beer…
What's the best thing about buying beer for Waitrose?
Uniquely I am the sole buyer for the total beer and cider category and so it is really great to be able to see a bit of everything and try so many amazing liquids and work with so many diverse breweries.
What's your go-to beer style and why?
I don't really have a go to beer style as I like a bit of everything, but there is an element of seasonality with my choices as I really enjoy a stout or belgian style beer in the colder months and a light style in the summer.
What makes you excited to be a launch partner of Fairtrade Certified Fonio Session IPA?
We're really excited about launching Fairtrade Certified Fonio Session IPA, it's a first to market and we know just how important Fairtrade is to our customers at Waitrose. We're really proud to be working with a brand which is focused on doing good and making a difference in the communities around them, while also offering a really fantastic tasting beer!
How does bringing in a new category to the Waitrose Fairtrade offering tie into the company's wider corporate agenda?
Waitrose is part of the John Lewis Partnership which is purpose-driven, existing to create a fairer and more sustainable future for our Partners, customers, suppliers and communities.
Our Purpose not only inspires our principles, drives our decisions and acts as our guide to be a force for good, it steers us to do things differently and better - all in service of creating a happier world for everyone and everything we touch.
What makes this beer different from those you've launched in the most recent range review?
This beer is the only Fairtrade new product we've launched as part of our recent range review where 45 new beers were launched, it uses a new sustainable grain which is fascinating.
You can join Jourdan and the Waitrose team in celebrating the launch, and “Fairtrade Up Your Beer” by grabbing your Fairtrade Fonio Session IPA (4x330ml) at 67 Waitrose stores across the UK, retailing at £6.50.
