Fairtrade Belgium: Scaling up with integrity. General presentation Fairtrade Academy

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1 Fairtrade Belgium: Scaling up with integrity General presentation Fairtrade Academy

2 Evolution 1989 Concept Launch Max Havelaar Belgium 1990 First bag of Fairtrade coffee in the supermarket First Fairtrade bananas Establishment Fairtrade International International launch of the new logo 2004 Launch of Fair Trade Towns together with , Oxfam World Shops and Vredeseilanden % growth despite the crisis Farmers obtain 50% ownership of Fairtrade International On a world scale over 5 billion Euros market value of Fairtrade products Launch of the label in countries of the Global South The time is ripe to break out: from niche to love brand

3 Trade not aid as a model for development International trade not successful for sustainable development of smallscale farmers and workers in development countries. Fairtrade = trade not aid, an alternative between international trade and development cooperation

4 Fairtrade: mission and model Objective: Offer farmers and their families a decent income and create the circumstances so that they can escape from poverty themselves. Model: Proper pay for sustainable production with collaboration at all levels.

5 Fairtrade is unique Planet Profit People

6

7 Value chain & auditing FLO e.v. Standards setting Producer standards Generic Trade Standards (GTS) Producer Exporter Importer Processor Licensee Consumer FLO-CERT Certified ISO 65 Control & certification Labelling Initiative Licensee contract

8 The impact of Fairtrade in the South: APPBOSA from Peru as an example of empowerment and the developing power of entrepreneurship

9 Where are we today in the Global South? 1.4 million farmers and workers in 1139 organisations 70 producing countries 86 million premium in 2013 Most important products: coffee, bananas, cocoa and flowers (89%) 51% also organic 52% of organisations in Latin America 61% of farmers in Africa 79% small-scale farmers organisations and19% plantations 1 out of 4 producers is a woman The best known ethical label in the world

10 Fairtrade Belgium Objective: create market for Fairtrade products in Belgium Producers organisations: Quality and sustainable products Supply: Partnerships with companies Demand: Awareness raising campaigns

11 Partnerships with companies And so many more (160 in total)

12 2 Models of partnerships Fairtrade products Fairtrade Sourcing Programs (only for cocoa, sugar and cotton)

13 Awareness raising campaigns

14 Where are we today in Belgium 78% knows the logo Market value of nearly 100 million Euros 48% buys at least 1 Fairtrade product per year Over 1600 products 93% trusts the label Fairtrade bananas grow by 20% In classes or 9100 children participated in Max zoekt klas / Ma classe en fait un Max 1 in 2 Flemish municipalities is FairTradeGemeente 65 companies participate in

15 After 25 years: a strong label with a new name Why? 1 label in globalised world and closer to producers Association with brand and coffee Closer to our objective Consumer prefers new name Jubilee year as a turning point towards ambitious future

16 Consumers hold businesses responsible Belgian Fairtrade consumers spend 21.4 Euros per year on Fairtrade products Paradox: sustainability is important to Belgians, but they hold businesses responsible and base themselves on price Result: Oversupply of Fairtrade products Opportunity to balance supply and demand Producers: Fairtrade sales versus total 0-10% 10% - 50% 50% - 90% > 90% % producer organisations

17 External challenges 2050: 9 billion people Consumers paradox : behaviour is influenced by ethics as well as price Climate change Fairtrade Belgium in full evolution Growing responsibility of distribution sector Growing role of private sector in society/ development cooperation The South takes control

18 From niche to love brand: strategy for the future It s the leadership stupid! - Sustainability in the companies genes - The key lies with retail and big brands (choice editing) - New Fairtrade models next to product labelling Change the world shopping! - Bottom up: strengthen local embedment through retail - What if every Belgian would consume 1 Fairtrade product every day? A level playing field created by (inter)national law European lobbying for fairer trade regulations

19 Create volume Build bridges The power of Fairtrade Fairtrade is an evolving model, we always learn more and it is never finished

20 From solidarity to life style

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