PART of being a vibrant shopping destination is keeping ahead of not only the latest retail trends but being receptive to public demand and feeling.

Humanitarian or compassionate causes have been carried through to the shelves a great many times before - 'dolphin friendly' tuna and free range eggs being just two of the best-known products in demand from shops both large and small.

One of the most significant causes to hit the high street in recent years, however, has been the switch to Fairtrade goods. In keeping with the current campaigns such as Make Poverty History, there has been a desire to see that poor farmers and producers in developing countries around the world get a fair price for goods which are then sold on in Britain and other countries.

Now Wharfedale is gearing up to be part of this shopping revolution as campaigners press to have Ilkley recognised as a Fairtrade Town - and perhaps one day have Wharfedale recognised as a Fairtrade Valley.

While several local businesses, large and small, have already been doing their bit for some time, the most vocal supporters of fair trade have been members of local churches. They are keen to see consumers thinking about the well-being of others while they do their weekly shop, and are actively encouraging shoppers to ask retailers for more fairly traded goods - as well as encourage more shops to stock Fairtrade goods.

As demand for Fairtrade goods grows, the presence of shops selling them in Wharfedale means consumers have no need to go further afield for their shopping if they are also conscious of wanting to help others. And this will, of course, benefit the other elements of the local shopping circuit.

Garstang in Lancashire became the world's first Fairtrade Town in 2000. Since that time, Bradford Council has made a declaration showing commitment to Fairtrade status for the district, and Ilkley parish councillors have supported the drive to have Ilkley recognised as a Fairtrade town.

Rosie Tudge, of the Ilkley Fair Trade Group, says it is hoped Ilkley could have Fairtrade Town status by the end of this year. An inspection team send by the international Fairtrade Foundation will visit Ilkley to assess its bid, looking at local shops and businesses.

She said: "It's one of the simplest ways of contributing to helping trade worldwide to be fair, and so our message is that it's not difficult to include in your shopping in Ilkley Fairtrade items, and by doing so, you are also contributing to help the world become a fairer trading place."

Much of this trade is in food products such as coffee, tea, chocolate, fresh fruit, nuts and honey, although fresh flowers and even sports balls have been among the major fairly traded goods. Other ventures have included fairly traded clothing, gifts, jewellery and ornaments produced by small workshops or traditional craftsmen rather than mass-produced in factories.

Because of the type of goods involved, the Fairtrade products are not usually in competition with the produce of British farmers, for instance.

Churches in Ilkley, Addingham and elsewhere in the valley regularly have Fairtrade stalls set up, selling a variety of goods. Cafs, too, are getting in on the act in the area. The coffee shop at Christchurch on The Grove is one of those which sells Fairtrade coffee.

Goods approved by the Fairtrade Foundation carry the organisation's logo.

Mrs Tudge says the messages is steadily getting across to Wharfedale residents, and a Fairtrade float put on for the Ilkley Carnival parade gained many compliments from those watching the parade.

Any businesses interested in finding out more about the Fairtrade campaign can contact Mrs Tudge on (01943) 607537. More information is also available at the Fairtrade Foundation website at (www.fairtrade.co.uk).