After swapping my 20p for the goods, I was also given a sachet of Fair Trade coffee. 'Oh', I said, to which the rep replied 'we wouldn't give just anything away, only those things that fit in with our brand image'. He then proceeded to put the paper, the mug and sachet in a plastic bag that, I am told from elsewhere, will take tens of years (possibly hundreds?) to degrade. So, does this fit into The Guardian's brand image? An interesting contradiction?
Meanwhile, I have sent an email to Rebecca Davies from Marketing at The Guardian asking for her comments.