In this latest episode of Telltale Stories, I interview Simon Coley, the Co-Founder of the Fairtrade and organic soft drinks company, Karma Drinks. 

We discuss what constitutes an ethical brand as well as some of the market dynamics, such as price competitiveness that place constraints on ethical brands.

Are people prepared to pay the additional cost of ethically sourced products? Is it a question of will or financial means? Does it inevitably mean that ethical brands are aimed at wealthier people? Or have prices been artificially pushed too far down at the expense of the welfare of people we have limited connection to?