Making the Difference
THE GLOBAL STRATEGY FOR FAIRTRADE
After two decades of remarkable achievement, Fairtrade
has even more ambitious plans for the future.
We have introduced a new global strategy that will
strengthen, broaden, and deepen Fairtrade, and bring
Photo: Kennet Havgaard
valuable benefits to all our partners.
Making the Difference
The global strategy for Fairtrade
The global strategy for Fairtrade
4
Ambitions for the strategy
6
Focus on the producer
8
Benefits for all
10
International markets need a global system
12
Making it happen
14
Looking back – Our strategic review
16
Looking forward – 2010 and beyond
18
TABLE OF CONTENTS — 3
The global strategy for Fairtrade
Rob Cameron — Chief Executive Officer
Fairtrade Labelling Organizations International (FLO)
Over the last 20 years, Fairtrade has been extraordinarily
Some three years ago, Fairtrade began thinking about
successful. Sales of Fairtrade certified products have
how best to move on. We invited our partners – Fairtrade
increased phenomenally. Marginalized farming
members, producers, traders and consumers – to join us
communities throughout the global South now benefit
in developing a new strategy.
from fairer trade conditions.
It soon became clear that for more people to benefit
It’s all excellent news. However, many producers
from Fairtrade we needed to shift to a unified, global
still remain outside the Fairtrade system. Many types
system. After much hard work, the new model is now a
of products still fall outside the scope of Fairtrade
fully-fledged global strategy for Fairtrade. It’s bold and
certification. There’s a long way to go.
ambitious and will bring lasting benefits to everyone
involved.
THE GLOBAL STRATEGY FOR FAIRTRADE — 4
This pamphlet presents an introduction to the global strategy.
Our Vision and Mission are at the heart of what we do.
Our vision
A world in which all producers can
enjoy secure, sustainable livelihoods,
fulfil their potential and decide on
their future.
Our mission
To connect disadvantaged producers
and consumers, promote fairer trading
conditions and empower producers
to combat poverty, strengthen their
position and take more control over
their lives.
THE GLOBAL STRATEGY FOR FAIRTRADE — 5
Photo: Kennet Havgaard
Ambitions for the
global strategy
Fairtrade’s worldwide recognition as a leader in the movement for fair trade gives us
the opportunity – and responsibility – to set ambitious goals for our global strategy.
Strengthening
Broadening
Deepening
“ To ensure that we operate as
“ We want to see a dramatic increase
“ In future, producers will gain even
effectively as possible at every
in the number of people benefiting
more by joining the Fairtrade system.
level we will unify our approach
from Fairtrade. The strategy will
They will get more and better
worldwide, strengthen our teams
enable producer organizations
support to plan and implement
and simplify our operations.
already in the system to scale up
their own business development,
Where possible we will transfer
their business and membership, and
and to sell more under Fairtrade
responsibility to local managers
it will bring more producer groups,
terms. There will also be improved
for faster decisions and clearer
more product categories and more
financial benefits and easier local
accountability. ”
countries into Fairtrade’s scope. ”
access to technical support. ”
AMBITIONS FOR THE GLOBAL STRATEGY — 7
Focus on the producer
Producer empowerment
for producer groups. We are also providing certification
Fairtrade is supporting producers more than ever before
for a wider range of products. We actively encourage
with easier access to technical, financial and marketing
Fairtrade producers to expand their business if they are
advice. We are building on our present network of
eager to do so.
local Liaison Officers and connecting producers with
additional services. Fairtrade producers are given a clear
Attracting new commercial partners
framework to choose their own direction in business
Traders and retailers are crucial to improving market
development.
access for Fairtrade producers. To attract new
partners we have improved our support services and
New producer groups
strengthened our marketing of the Fairtrade label.
Producers will find it easier to join. Clearer and more
A new global marketing strategy reduces the barriers
adaptable certification processes are removing barriers
for international companies to work with Fairtrade.
FOCUS ON THE PRODUCER — 8
Photo: Simon Rawles
Key benefits for producers
—
Greater value broader and better Fairtrade benefits
—
Flexibility streamlined and inclusive standards
—
Local support to develop and expand
—
Global connection for better marketing
—
Broader product range so more people can benefit
Benefits for all
For Fairtrade producer members
For business partners
Producer Networks are taking on a more clearly
The global strategy will help to increase Fairtrade
defined role. Fairtrade will support them in building
product sales in world markets for all partners. For
their capacity to take on more responsibility. Over time
businesses that are entirely based on Fairtrade, we
they will increase their role as key players in the system,
will bring innovative new approaches to Fairtrade and
and not just be beneficiaries of it.
extend its reach to more marginalized communities.
Our strategy will ensure that we can scale-up our
operations smoothly through simpler processes and
global coordination.
BENEFITS FOR ALL — 10
For Fairtrade labelling members
For consumers
Our Labelling Initiative members will benefit from
Our strategy assures consumers that every purchase
improved central support for core business functions.
brings benefits to the producer. It will also extend the
A global marketing strategy will assist our Labelling
range of products sold in a wider variety of small and
Initiatives in their focus on national marketing and
major retailers.
supporting business partners. Better marketing
and wider product scope will help them to win new
commitment to Fairtrade.
For funding partners
Our strategy will allow better coordination of funding
the Fairtrade movement and a clearer assessment of
Fairtrade’s increased development impact.
BENEFITS FOR ALL — 11
—
Unified approach for consistent marketing
—
Better positioning to compete more strongly
—
Better market intelligence for product targeting
—
New markets and products for more opportunities
—
Local marketing opening doors to regional trade
Photo: Kennet Havgaard
Key marketing improvements
International markets need a
global system
Globalizing marketing
Encouraging diversity
Fairtrade’s marketing operations today are largely
Fairtrade currently works in 58 producer countries, with
managed by the national members, Fairtrade Labelling
thousands of organizations representing millions of
Initiatives. This approach has been extremely successful
people. To ensure all needs are met, diversity will feature
and will continue to link producers and consumers.
strongly in our global marketing strategy.
But Fairtrade certified goods are gaining an increasing
We will broaden our focus so that Fairtrade products
share of multinational markets and our marketing must
will be available and promoted in local and regional
respond to that. The strategy will provide a unified,
markets.
streamlined marketing operation which will position
Fairtrade products globally.
INTERNATIONAL MARKETS NEED A GLOBAL SYSTEM — 13
Making it happen
Greater responsibility for producers
More flexible standards
Producer Networks will increase their capacity,
We are creating templates for producers to set their
enabling them to participate more fully in Fairtrade.
own objectives, and the certification processes will be
more user-friendly and flexible – although we will not
To support this, our Producer Services and Relations
compromise on the minimum standards that
Unit is being strengthened to formulate regional
consumers expect.
support strategies, develop local partnerships and
share knowledge across the Fairtrade system.
MAKING IT HAPPEN — 14
Achieving the benefits of Fairtrade’s global strategy involves
fundamental changes in the way our organization works.
Global product management
Global account management
As part of the new, unified marketing strategy, a Global
A Global Account Management team will help
Product Management team has begun work with
strengthen relationships with major business partners
producers and traders to develop clear strategic goals
that handle a variety of products in different national
and appropriate standards for product categories.
markets.
Improved demand forecasting will provide a stronger
A single, integrated service will minimize the
basis for supply management.
administration involved, making it easier for partners
to work with Fairtrade.
MAKING IT HAPPEN — 15
Shan wild tea is picked by ethnic groups in the lush hillsides of northern Vietnam. Fairtrade certified
tea is exported and also sold locally under Fairtrade conditions.
Photo: Didier Gentilhomme
A member of the Fairtrade certified Van Chan Bio Farmers Club picks tea in her village near Yen Bai.
Looking back –
Our strategic review
2007 & 2008
—
Interactive dialogue among the Labelling Initiatives
2009
—
and Producer Networks.
—
—
are defined.
Strong consensus emerges about defining
—
A Strategy and Policy Unit is set up.
principles of Fairtrade.
—
Global Product and Account Management
White Paper approved by FLO Board and General
Assembly at end of 2007.
—
Our Fairtrade ambition, goals and priorities
services developed.
—
International licensing system expanded.
The Global Strategy for Fairtrade is developed
and then approved by FLO General
Assembly in 2008.
LOOKING BACK – OUR STRATEGIC REVIEW — 17
Looking forward –
2010 and beyond
Goals for 2010 and beyond
—
—
Design and implement a new governance model
—
Streamline Fairtrade standards and certification
with clear roles for FLO, Labelling Initiatives
—
Build capacity in Producer Networks.
and Producer Networks.
—
Audit and re-align our existing skills
Agree and implement a new financial model
across Fairtrade.
for Fairtrade.
—
Implement a new approach to producer services
and relations in the field.
LOOKING FORWARD – 2010 AND BEYOND — 18
Mr Poul Oweusu is the headmaster at one of the three schools
of the Fairtrade certified Kuapa Kokoo organization in Ghana.
Photo: Kennet Havgaard
With Fairtrade Premium money the school can provide extra
classes in English, science and mathematics.
Photo front/back: Didier Gentilhomme — Design: www.beau-bureau.com
Fairtrade Labelling Organizations International (FLO)
Bonner Talweg 177 — 53129 Bonn — Germany
Phone +49.228.94 92 30 — Email [email protected]
www.fairtrade.net