New Chrome extension makes ethical brands easier to spot

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AUCKLAND, Tuesday: Ponsonby creative indie agency has produced Find Fair, an ethical products Chrome extension launched by NZ non-profit outfit fair&good.

Fine Fair aims to highlight ethical products as you search and shop online.

Co-founder Dr Susan Maiava said: “Many Kiwis have a strong set of values but not every company shares them. A World Vision report showed the average household unknowingly spends between $30-40 each week on products that could support worker exploitation and modern slavery.

“Research told us New Zealanders want to shop ethically but 67% find it hard to know which brands are ethically produced.

“The sheer volume of ethical claims makes it difficult for people to know which ones are recognised certifications. The research and knowledge required is not within their grasp.

“An integrated campaign has been booked across outdoor, OnDemand, social and online.”

“Until now. Find Fair is a free Chrome extension that highlights ethical products online without any effort required by the user.”

Remade founder Clara McLaurin said: “fair&good’s mission is to make ethical shopping mainstream; to do this we needed a way for their knowledge around ethical products to find its way to shoppers.

“With so many of us buying online these days, the Chrome extension is a way to share this information right when people need it, as they do their weekly shop.”

To create Find Fair’s database, fair&good enlisted the help of other not-for-profits who share their values, including Just Kai, Trade Aid, Tearfund, SPCA, Fairtrade ANZ and B Corp.

Find Fair works in all the major online supermarkets including New World, Pak’n Save, Countdown and

An integrated campaign has been booked across outdoor, OnDemand, social and online through media partner, Rascal Media. PR is through Raise Communications.


Client: fair&good
Co-founder: Susan Maiava
Co-founder: Sarah Richards
Co-founder: Erin Balle
Creative Agency: Remade

Creative Director: Clara McLaurin
Strategy Planning Director: Lucinda Sherborne
Project Management: Matthew Masters
Creative: Clara McLaurin
Creative: Rob Jack
Design Director: Kitki Tong
Designer: Rebecca Smith
Product Manager/Digital Producer: Andy Robilliard
Product Engineer: Paul Hutcheon
UX/UI: Owen Johnson
Producer: Sarah Hough
Motion graphics: Tomas Cottle
Sound: Radiate Studios
Sound engineer: David Liversidge

Website: Kindtype

Media agency: Rascal Media
Director: Rachel Leyland
With kind support from: Go Media, JC Deceaux, MediaWorks, Primo and Shout!

PR: Raise Communications
Communications Director: Lwindi Ellis

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