The economic crisis also affected fair trade players in Belgium with notable differences between the types of structures involved in these sectors. Big operators appeared to be the least affected. Max Havelaar Belgium announced an increase in sales of about 10% in 2011 thanks primarily to the launch of new products by major retailers, as the organisation explains in one of its latest reports: "Delhaize made a major commitment at the end of 2011 by launching a large number of new products (and) many well -known brands opted for another way of doing business." 4 The fair trade operator was therefore able to take advantage of its strategy of getting closer to major retailers which are themselves, of course, among the main beneficiaries of the famous label’s growing name recognition (recognised by Crédit : Ethiquable
about eight out of every ten Belgian consumers.) 5
Despite its emblematic nature, Max Havelaar does not repre-
We shouldn't forget that major retailer brands will always
sent the entire fair trade sector in our country.
emphasise return on capital and that, from their point of view,
As the coordinator of the Belgian Federation for Fair Trade,
sales of fair trade products must also meet this objective."
Eric Dewaele has been a first-hand witness to the different
According to Eric Dewaele, in addition to this ethical argu-
trajectories taken by different types of operators in the sector.
ment, there is also a structural threat for operators investing
His view of the issues is quite illuminating: "Several of our
primarily in this sales channel: "Companies that supply
members are experiencing problems because of the crisis
major retailers must be very careful to maintain their
while, in fact, at the same time, sales of fair trade products
independence to ensure that they aren't eaten by the major
(particularly food items) are growing at major retailers. It's
brands, in particular during times of crisis when they harden
important to be careful because if fair trade ends up limiting
their stance."6
itself to sales generated by major retailers, it could quickly drift away from its initial goals.
Vincent De Grelle, who represents Ethiquable Benelux, is aware of this risk, which he fully understands: "Ethiquable Benelux has existed for a little over two and a half years now which means that we started up during the crisis. However, we haven't really felt its impact. We’ve had good growth of over 40% a year despite competition from house brands. From the beginning, we developed a sales channel diversifi-
Crédit : Phenyx43
cation strategy working with major retailers and also with specialised shops and hospitality industry professionals. This sales system diversification is fundamental as is the diversification of product lines."7