A BUSINESS venture that cashes in on the growing demand for ethically-sourced products has now launched its own shop.

Yellow House Trading promotes and sells Fairtrade products - goods that are from countries that adhere to the principles of better prices, decent working conditions, local sustainability and fair terms of trade for farmers, many of whom struggle to make a living.

It was set up by two friends who wanted a business that would work with their family commitments.

But Annette Kelly and Denise Purser, from Hallow, near Worcester, have found the idea has been so well received, they have turned it into a permanent enterprise.

Their company stocks a wide variety of goods, including beautiful glass beaded jewellery, embroidered bags and accessories, jewellery boxes, children's toys, handmade picture frames, household gifts and beauty products.

Where once they sold at trade fairs, school ftes, mother and toddler groups, coffee mornings, home parties and even golf clubs, people can now buy the goods at any time from their premises in Pershore's retail market.

Mrs Kelly said that apart from giving farmers fair trading terms, the Fairtrade Foundation helped to ensure limited environmental damage, use of sustainable wood, equality and no exploitation.

She said: "They also give farmers advice on producing crops and products and are committed to long term relationships with farmers.

"I did not know a lot about Fairtrade until a friend opened a shop selling the products.

"Now we hope to teach others about it, especially children. We even do party bags for children's birthdays.

Also new in are an exciting range of musical instruments and African Black Soap.

"We look forward to continuing to expand our business and promoting Fair Trade throughout Worcestershire."

For more information about Fairtrade in Worcester click on: www.worcesterfairtrade.co.uk.

* Anyone visiting the shop during October who mentions this article will receive a 10% discount.