Christian environmentalists are calling on the public to buy Fairtrade products after sales fell for the first time in 20 years. The drop of nearly 4 per cent in sales of Fairtrade products reflects the success of cheap brands offered by Aldi and Lidl at a time when the Government's austerity cuts are affecting hundreds of thousands of people. Dr. Ruth Valerio, churches and Theology Director of A Rocha UK, the international Christian research, environmental and conservation charity, said switching to Fairtrade could change people's lives. The foundation was set up to help provide a fair deal for farmers and producers in the developing world. Dr. Valerio told Christian Today the fall in sales should not be ignored and she urged everyone to act.