SAINSBURY'S has announced plans to boost sales of Fairtrade products by 50 per cent during 2006.

The supermarket chain launched the target by converting 75 per cent of its rose bouquets to Fairtrade.

The move will make it the biggest retailer of goods bearing the logo in the UK, the chain said. The increased product lines will give Sains-bury's a larger slice of the Fairtrade market worth £140m in 2004 and has been growing by 50 per cent a year.

Growing consumer awareness boosted sales of Fairtrade goods at the chain by 55 per cent over the past year. The retailer plans to convert its entire range of roses to Fairtrade this year.

David Meller, Sainsbury's socially responsible sourcing manager, said the move would help improve living and working conditions for Kenyan flower workers.

"As a responsible retailer, we have a duty to use trade to help disadvantaged workers in Africa. Our customers would expect no less," he said.

Fairtrade Foundation deputy director Ian Bretman welcomed the move.

"Consumers have been doing their bit by demanding Fairtrade from their supermarkets," he said.

Farmers must meet criteria relating to their working practices and environmental approach in order to qualify for the Fairtrade scheme.

In return they get a guaranteed minimum price plus a premium to use in social or business development projects.

Sainsbury's rose growers in Kenya employ more than 10,000 workers.