International Development Secretary Douglas Alexander visited Leicester to cut the ribbon at a Fairtrade shop.

Mr Alexander yesterday praised Leicester's commitment to helping producers in the developing world as he officially opened Just Fair Trade, which has moved from Bishop Street to the corner of St Martin's Square and Silver Street, in the city centre.

Fairtrade products aim to help boost poor communities by giving a better price to suppliers.

In 2000, Just became a member of the British Association for Fairtrade Shops and since then has been promoting fair trade at schools, businesses and voluntary groups across the county.

Mr Alexander, who was also invited to meet residents and businesses in a brief tour of Loughborough, said: "It is a pleasure to meet the individuals who are so passionately committed to Fairtrade. It is vital if we are going to help producers in poor countries out of poverty and so I congratulate not only the people at Just Fair Trade, but also shoppers across Leicestershire."

Sarah Shepherd, managing director of Just Fair Trade, said: "I spent two and a half years living and working in Tanzania and saw the transformation that Fairtrade gave to the people there. It is so much better than charity because if you are paying someone a wage it means you treat them with respect."