Consumers in the UK are now buying £300 million worth of Fair Trade goods a year, campaigners revealed today as they urged even more support for products which provide a better deal for the world's farmers.

At the beginning of Fair Trade Fortnight, the Fair Trade Foundation said sales had reached an estimated £290 million in 2006, an increase of 46 per cent on the previous year, and 2007 sales are already running at an annual rate of at least £300 million.

Meanwhile, Christian charity Tearfund's "Fairtrade Man" Ben Clowney will be living just on Fair Trade foods for the duration of the fortnight to highlight how many products there are.

Fair Trade Foundation executive director Harriet Lamb said: "Fair Trade has achieved a paradigm shift that has popularised the link with the farmers who grow the food on our tables that puts people - the producers and consumers - at the centre of trade, and is redefining what is acceptable behaviour for us all, from consumers to businesses to governments.

"Fair Trade is a powerful idea showing that you can and should manage markets for social and development goals.

"It is rapidly triggering changes. The challenge now is to capitalise on the current momentum and take Fair Trade to the next level."

There are now 2,500 retail and catering product lines which carry the Fair Trade mark on sale in the UK, ranging from yoghurt and baby food, flowers and footballs to Fair Trade stalwarts such as tea, coffee and bananas.

To mark Fair Trade Fortnight, the Co-op is launching its Fair Trade cotton "Bag for Life" - a reusable alternative to plastic bags which guarantees a fair price for disadvantaged Indian cotton growers.

Fair Trade Fortnight is supported by numerous shops and supermarket chains, aid agencies, unions, town and city councils, churches and faith groups across the UK.