A small town is Carmarthenshire is the first to be named a 'fairtrade town' in Wales, striking a blow for ethical shopping.

The title was given to Ammanford after it fulfilled strict criteria set down by the Fairtrade Foundation, which campaigns for a better deal for producers from the Third World.

Emma Richards: 'Popular campaign'

The local council is backing the initiative by passing a resolution supporting equal rights for producers and workers across the globe .

It set up a steering committee to monitor and raise local awareness of the issues surrounding Fairtrade.

The status was officially unveiled at a special assembly at Ammanford Infants School on Friday.

Marked products are already available in several local businesses and organisations in the town.

Third world

Coffee shops, restaurants and bigger retailers all stock more than 100 Fairtrade branded food items.

The products ensure a better deal for disadvantaged third world producers.

Emma Richards of the Ammanford Co-operative store said the store had on sale a whole range of goods - from chocolate to wine - and she believed people were prepared to pay a bit more.

But local hairdresser Lisa O'Brien said she feared the affect of the campaign on existing traders.

Fairtrade Supporters

Oxfam Christian Aid Traidcraft Co-op Tesco Somerfield The Welcome Cafe Cat's Whiskers Cafe

"The town is closing down. I don't think we should be lettering outsiders in."

International trade may seem a remote issue but the efforts of the town will ease the impact on small scale producers who are effected by the fall in prices for goods.

The international charity Oxfam are one of the major players supporting the initiative.

"Organisations like Oxfam have talked to producers in developing countries in Africa, Asia and Latin America making sure producers are getting a fair wage and their products are a certain standard," said Oxfam spokesman Richard Jones.

"We then buy the raw product and bring it to this country."

"What this scheme is about is provide a sustainable environment where people can plan their future and send their children to school"

Following Ammanford�s lead, Cardiff is currently working on a similar initiative to become the first Fairtrade capital in the UK.