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Onboarding Session 03/02/10 Lily Deforce – Max Havelaar


PART ONE Fairtrade & Max Havelaar


FAIRTRADE a unique system for CSR What is Fairtrade?

What does it mean for for farmers? How does it work?

What does it mean for the consumer?

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What is Fairtrade? What does it mean for farmers?


What is FAIRTRADE? Vision: A world in which all producers can enjoy secure and sustainable livelihoods, fulfill their potential and decide on their future Mission: The mission of Fairtrade Labeling is to connect consumers and disadvantaged producers through a label which guarantees fairer trade conditions, thus providing more capacity for disadvantaged producers to combat poverty by themselves, strengthen their position and take more control over their future

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What is FAIRTRADE? KEY ELEMENTS:  Trade not aid - Millennium development goals – poverty reduction  Target group family farmers - Over 900 Mio people living with less than 2 dollar/day – 70% are farmers

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What is FAIRTRADE? HISTORY:  

Fairtrade system exists since 1955 – in each country rooted in civil society movements Label created in 1988 – Fairtrade Labelling Organisation as a central body since 1997

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What is FAIRTRADE? POVERTY REDUCTION - TRADE NOT AID – PEOPLE-PROFIT-PLANET   

Income – long term trading relations – prefinancing Social criteria Ecological criteria • Our focus lies on empowerment • Control and certification is merely an instrument

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FAIRTRADE Max Havelaar • • •

Garanteed minimum price + premium to invest in quality and community sustainable production system (social and ecological criteria) Better organisation and well informed producers

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Investment of the Fairtrade premium


FAIRTRADE Max Havelaar Control and financement of the supply chain - At least min price + premium - prefinancing

Producer

Exporter

Importer

Controle and Certification by Fair Trade Labelling International – FLOCert

Processor

Licensee

Consumer

Max Havelaar B

ISO 65 : GARANTEE OF QUALITY!

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FAIRTRADE Max Havelaar Impact in the South

> 1.5 Mio producers in the system (720 organisations) > 7.5 Mio people who benefit directly

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FAIRTRADE Max Havelar Worldwide

NAP

AFN CLAC

Working with farmer networks across 3 continents & 58 countries

20 Labelling Initiatives 14


FAIR TRADE LABELLING ORGANISATION Current Operating Structure FLO International e.V.

1. Standards development 2. Producer support 3. International policy and advocacy

FLO-CERT GmbH

1. Producer certification 2. Trade certification

CLAC (Latin America) Network Asian Producers African Fairtrade Network

20 Labelling Initiatives

1. Awareness raising in the south 2. Consolidating producer policy, and strategy 3. Developing partnerships and capacity support

1. Licensing the label 2. Marketing and communication 3. Trade certification 15


International Market Evolution


FAIRTRADE Max Havelaar Global retail turnover Fairtrade products (Billion Euro) 3.000 2.500 2.000

1.500 1.000 500 0 1999

2000

2001

2002

2003

2004

2005

Max Havelaar Belgium

2006

2007

2008 17


FAIRTRADE Max Havelaar Success in our markets

• 40% av. growth rate (2003-08) • more than 10.000 products • more than 2000 registered traders •Fairtrade (CH): • market share bananas: over 50% • market share cut flowers: over 30%

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PART THREE Fairtrade in Belgium


FAIRTRADE Max Havelaar: Focus on agricultural products  Food (16)  Bananas and fresh fruit  Biscuits and waffles  Candies  Cocoa/ chocolate  Coffee  Fruit juice  Honey  Ice cream  Jam  Soft drinks  Rice  Sirops  Sugar  Tea  Wine  Soy products

 Non-food (3)  Cotton/ textile  Cosmetics  Flowers

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142 brands with Fairtrade mark in Belgium (1)


142 brands with Fairtrade mark in Belgium (2)

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Our dreams and objectives


Scaling Up Our Business & Our Principles: Goals for 2013 •

1,200 producer organisations Fairtrade certified

3 million disadvantaged producers in Fairtrade, benefiting up to 15 million people

50% Fairtrade certified produce is organic

Breaking out of the niche in all markets – readily available/accessible in the retail

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In summary


What is Fairtrade in a few words?  The largest ethical certification system in the world with the aim to contribute to sustainable development in the South  A unique and open system accessible to all actors based on three pillars: economical, ecological, social.  Benefits 7.5 million people including family members in 59 counties  Fairtrade certified products are sold in over 20 countries.  A business oportunity for brands and retailers 27


What can YOU do? 1. Private consumption of Fairtrade products 2. Participate with your company at Fairtrade@work 3. Convert your brands into Fairtrade

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