Fair Trade
in Europe
2001
Facts and Figures
on the Fair Trade sector
in 18 European countries
A survey prepared
by Jean-Marie Krier
on behalf of
EFTA – European Fair Trade Association
This survey is published by the European Fair Trade Association (EFTA), a
network of twelve Fair Trade importing organisations in nine European
countries. It is published as part of “Promotion of the Principle and Practice of
Fairer International Trade and Production between Europe and the South”, a
project co-financed by the European Commission, Directorate General for
Development.
For information and copyright:
EFTA Secretariat
Att. Marlike Kocken
Boschstraat 45
NL 6211 JB Maastricht
The Netherlands
Tel: (+31) 43 3256917
Fax: (+31) 43 3258433
E-mail: [email protected]
EFTA Campaigns and Advocacy Office
C/o Maison Internationale
139, rue Haute
B 1000 Brussels
Belgium
Tel: (+32) 2 2131246 / 47 / 48
Fax: (+32) 2 2131251
E-mail: [email protected]
Author of the survey:
Jean-Marie Krier
Waldburgergasse 19 / 7
A 5026 Salzburg
Austria
Tel / Fax: (+43) 662 628605
E-mail: [email protected]
Reproduction of parts of the text is permitted, provided that EFTA is cited as
the source.
© EFTA, January 2001
PART ONE:
OVERVIEW OF FAIR TRADE AND THIS SURVEY
1.
2.
3.
4.
Introduction
What is Fair Trade?
2.1
Definition and aims of Fair Trade
2.2
Fair Trade organisations
2.3
Fair Trade related organisations
Methodological remarks
3.1
Scope of the survey
3.2
Gathering and processing the data
3.3
A word of caution
Fair Trade in Europe
4.1
Cooperation in Europe
4.2
Fair Trade from a European perspective
4.3
The Structure of Fair Trade in Europe
4.4
The Market for Fair Trade in Europe
4.5
Overview : Fair Trade in Europe
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.…. 5
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….. 8
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….. 11
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….. 16
PART TWO:
REVIEW OF FAIR TRADE BY COUNTRY
Austria
Belgium
Denmark
Finland
France
Germany
Greece
Ireland
Italy
Luxembourg
Malta
The Netherlands
Norway
Portugal
Spain
Sweden
Switzerland
United Kingdom
.…. 18
.…. 20
.…. 23
.…. 25
.…. 27
.…. 30
.…. 33
.…. 34
.…. 36
.…. 39
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.…. 55
.…. 58
PART THREE:
ANNEXES
Annex 1: List of references – addresses
Annex 2: Fair Trade websites
Annex 3: Summary table
Annex 4: Explanations relating to the summary tables
Annex 5: International membership list
Annex 6: Mapping Fair Trade in Europe
.…. 62
.…. 69
.…. 71
.…. 74
.…. 77
….. 78
PART ONE:
OVERVIEW OF FAIR TRADE AND THIS SURVEY
EFTA – European Fair Trade Association
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Fair Trade in Europe 2001
1.
Introduction
This survey was commissioned by EFTA, the European Fair Trade
Association, a network of twelve Fair Trade importing organisations in nine
European countries. Its objective is to provide a comprehensive up-to-date
picture of Fair Trade activities in Europe.
This survey covers 18 countries, (compared with 14 countries in 1995 and 16
in 1998). Countries included are all 15 EU member countries, plus Malta,
Norway and Switzerland.
Portugal and Malta appear for the first time.
2.
What is Fair Trade?
2.1
Definition and aims of Fair Trade
Fair Trade aims to alleviate poverty in the South by providing disadvantaged
producers in Africa, Asia and Latin America with fair opportunities to access
Northern markets. It aims to build sustainable direct relationships between
these producers in the South and consumers in the rich parts of the world.
Over the past forty years, Fair Trade in Europe has grown away from its
grassroots origins to its current high level of European cooperation and
integration. Because Fair Trade began as a decentralized movement, it is
inevitable that there are a variety of definitions of Fair Trade.
The following definition was adopted in April 1999 by FINE, an informal
umbrella group of the four main international Fair Trade networks (see below
4.1).
Definition of Fair Trade:
Fair Trade is an alternative approach to conventional international trade. It is
a trading partnership which aims for sustainable development of excluded and
disadvantaged producers. It seeks to do this by providing better trading
conditions, by awareness raising and by campaigning.
The goals of Fair Trade are:
1.
To improve the livelihoods and well being of producers by improving
market access, strengthening producer organisations, paying a better
price and providing continuity in the trading relationship.
2.
To promote development opportunities for disadvantaged producers,
especially women and indigenous people, and to protect children from
exploitation in the production process.
3.
To raise awareness among consumers of the negative effects on
producers of international trade so that they can exercise their
purchasing power positively
4.
To set an example of partnership in trade through dialogue, transparency
and respect.
5.
To campaign for changes in the rules and practice of conventional
international trade.
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Fair Trade in Europe 2001
6.
To protect human rights by promoting social justice, sound environmental
practice and economic security.
FINE, April 1999
This definition emphasises that Fair Trade is not just about trade, but also
about development both at the producer and the consumer end of international
trade.
2.2
Fair Trade organisations
There are four types of Fair Trade organisations, which assume different roles
along the trading chain leading from producers in the South to consumers in
the North.
Producer organisations cultivate or produce a wide variety of marketable
products (food products like coffee, cocoa, tea, spices, etc. as well as a wide
variety of handicrafts including basketry, glassware, jewellery, musical
instruments, etc.) and export them to the market countries. The producers are
at the very heart of Fair Trade.
Fair Trade importing organisations buy products from producer organisations,
paying them a “fair” price, i.e. one that enables them to live adequate lives. In
their respective home countries the importing organisations act as wholesalers or
retailers, (or sometimes as a combination of both).
Importing organisations assist their producer partners in many different ways,
giving them advice on product development, helping with skill and management
training or offering additional support in difficult economic and social situations.
In their home markets they sell most of the products through specialised shops
(called “world shops”) and local groups or representatives. Many of them also
use other sales channels such as commercial stores, organic or wholefood
shops, gift shops, supermarkets, and mail order catalogues. Some are active in
the catering market.
They initiate or participate in campaigns aimed at raising consumer awareness
of North-South issues. They promote Fair Trade as an alternative to the unfair
practices of international trade and lobby for change at a political level. For this
lobbying activity they link up with a wide variety of organisations working in
related fields - development NGOs, aid agencies, education centres, etc.
World Shops are specialist shops for Fair Trade products. They sell the products
to their customers and provide a variety of information and education oriented
activities. They invite their customers to join campaigns on North-South issues
and to lobby their local and/or national decision-makers.
They are mostly run by locally based associations of dedicated people. Although
they generally organise their activities in a business-like way, the world shops
take pride in being ‘not-for-profit’ organisations. In most world shops, volunteers
do much of the work.
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Fair Trade in Europe 2001
In most countries the world shops have formed national associations to facilitate
regular cooperation and information exchange. Many of the shops are
supported in a variety of ways by local solidarity groups.
Fair Trade labelling initiatives These are the newest arrivals on the Fair Trade
scene, the first having been established in 1988. Their aim is to expand the
market for fairly traded products by bringing them into mainstream sales outlets
such as supermarkets.
The labelling organisations offer potential commercial importers three things:
1. a register of monitored producer groups
2. a set of criteria as to how to do Fair Trade business
3. a label that clearly distinguishes fairly traded products from other ones.
They are generally broad coalitions of concerned organisations (developmental
or environmental NGOs, church organisations, unions, etc.) who commit
themselves to actively promote the label, and thus to generate enough consumer
demand to bring labelled products onto supermarket shelves and keep them
there.
2.3
Fair Trade related organisations
This growing group is made up of a variety of organisations, which have links
with Fair Trade. It includes, among others:
•
•
•
Organisations which aim to help producers to meet European market
requirements through such things as product development, skills training,
consultancy services, etc. They may be part of a traditional Fair Trade
organisation (like Fair Trade Assistance for Fair Trade Organisatie in the
Netherlands) or be a completely separate entity (like Fair Trade e.V. for gepa
in Germany).
Financial organisations like Shared Interest (through which money from
ethical investors is channelled to Fair Trade organisations in the North and
the South at better-than-market rates) or Oikocredit (formerly: EDCS, the
Ecumenical Development Co-operative Society) which lends European
church money in the form of credits to producer organisations in Southern
countries
NGOs, directing some of their awareness-raising activities towards
responsible consumerism or a fairer exchange between North and South.
Many of these organisations are so close to Fair Trade that they have chosen to
become members of IFAT, the International Federation of Alternative Trade.
As a complete listing is beyond the scope of this brochure, reference is made to
the forthcoming Fair Trade Yearbook 2001-2003, due to be published by the
European Fair Trade Association in Spring 2001, where more links to Fair Trade
related organisations may be found.
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Fair Trade in Europe 2001
3.
Methodological remarks
3.1
Scope of the survey
The objective of the survey is to provide an overview of the extent and the impact
of the Fair Trade movement in Europe including the effects of Fair Trade
labelling initiatives on the European mainstream market.
This report concentrates on two categories of products:
§
§
Goods imported and sold by traditional Fair Trade organisations (mainly
importing organisations and world shops) according to Fair Trade criteria,
sourced mainly from small-scale producers.
Goods imported and sold commercially with a Fair Trade label, indicating that
the conditions of trade for these products have been approved by an
independent organisation as meeting their criteria and standards.
The research does not include wholesalers and retailers whose claim to trade
fairly cannot be substantiated through a guarantee or independent monitoring.
3.2
Gathering and processing the data
The organisations were identified and contacted via the membership lists of
the four international European Fair Trade networks (see below 4.1), namely
FLO International, IFAT, NEWS! and EFTA
A separate questionnaire was then developed for each of the four different
types of organisations:
•
•
•
•
the importing organisations,
the national world shops associations,
the labelling organisations and
the international networks themselves.
The questionnaires were sent to a total of 76 organisations in July 2000.
After several rounds of e-mail, fax, and telephone reminders, 59
questionnaires were returned (78%). The first questionnaire was returned two
days after being sent (alternativa 3 from Spain). The last took more than three
months to arrive!
Organisations, which returned the questionnaire, are marked with a letter (Q)
in Annex 1.
The returned questionnaires represent 32 importing
organisations, 10 world shop associations, 14 label organisations and 3
international networks.
Information from the questionnaires was used to write the first draft of the
different chapters, which were then revised against other available background
information, (books and brochures, annual reports, product leaflets, etc.)
The Internet was also a valuable source of information, since most of the
organisations run extensive websites (see Annex 2 for the website address
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Fair Trade in Europe 2001
list) and an abundance of material is available online. This contrasts sharply
with the situation in 1998 when the previous edition of this survey was
prepared. At that time, Fair Trade websites were the exception rather than the
rule.
Towards the end of the process, telephone interviews were conducted with
key people in the different organisations to eliminate ambiguities and to fill any
remaining gaps in the information.
A first draft was then submitted for comments to the EFTA Campaigns and
Advocacy Office in Brussels and redrafted in line with these comments.
Warmest thanks are due to everyone who contributed to the compilation of
data for this survey.
3.3
A word of caution
As a result of the limited manpower available to many of the Fair Trade
organisations which are the subjects of the survey, is not always easy to
acquire up-to-date, precise, accurate, and comparative figures within the
sector. There is, therefore, much scope for guesswork, and it is important that
the resulting estimates should not be mistaken for facts. This is particularly
true for some of the world shops associations, although the situation differs
greatly from one country to another.
Another source of uncertainty is that definitions and categories are not always
used very consistently (for more details see also Annex 4).
Bearing these factors in mind, we have done our best to ensure that the
figures are as accurate as possible. In cases of doubt figures have been
double-checked, and when figures from different sources varied a lot, the
lower of the figures was always used (to obtain robust minimum estimates).
A shortage of detailed data makes it difficult to compile precise aggregate Fair
Trade turnover figures. Consequently, multiple counting of the same product
cannot always be recognized and taken adequately into account. Multiple
accounting occurs, for example, when national figures for the turnover of a
product might include both wholesaler and retailer figures. It also happens
when sales figures of different importers are summed, if they happen to sell to
each other within their country or internationally. A degree of caution is
therefore necessary, when it comes to evaluating aggregate turnover figures.
Basic facts and figures are presented in a table in each of the country
chapters. A condensed overview of this information is presented below in
paragraph 4.4, and a more detailed summary table is available as Annex 3.
The credibility of the whole Fair Trade movement would be enhanced if
common definitions could be found for the central categories (like world shop,
active action group) and if data were collected in a systematic and consistent
manner by all organisations involved.
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Fair Trade in Europe 2001
4.
Fair Trade in Europe
4.1
Cooperation in Europe
The four following multi-national Fair Trade organisations are currently active in
Europe:
IFAT (International Federation for Alternative Trade) was established in 1989
as a global coalition of organisations involved in Fair Trade. It brings together
producer groups from Africa, Asia and Latin America with importing
organisations and Fair Trade support organisations from Europe, Japan and
North America.
IFAT supports its members in their efforts to expand the Fair Trade market. It
does so by the collection and dissemination of market information, by acting as
an information point, and by providing advice and guidance on such issues as
monitoring. The federation provides its members with special networking
opportunities through the organisation of a global conference every two years
and of regional/continental meetings in the intervening years.
EFTA (European Fair Trade Association), established in 1990, is an
association of 12 importing organisations in 9 European countries.
The organisation’s members represent a turnover of over €100 million, most of
which is achieved via the alternative channels, i.e. world shops and solidarity
groups in Europe.
EFTA facilitates the exchange of information and networking between its
members through the circulation of documents and the organisation of meetings.
It also supports members through projects, data collection, and its work on
harmonisation processes. The work of its Advocacy and Campaigns Office in
Brussels is aimed at the institutions of the European Union, and involves trying to
influence commercial and political decision-makers in favour of Fair Trade
related issues. It also provides background information and updates to help
members with national campaigns.
NEWS! (Network of European World Shops), established in 1994, is a
network of national associations of world shops, representing more than 2,700
shops in 13 countries.
NEWS! facilitates cooperation and networking between its members by providing
information (NEWS!letter, website, workshops, etc.) and by organising a biannual European world shops conference. It develops and coordinates
European-wide campaign activities (like the current “Food for Thought”
campaign) and provides members with the materials needed to participate.
FLO International (Fairtrade Labelling Organizations International),
established in 1997 is a network of 17 national label initiatives, acting under
different names like TransFair, Max Havelaar and Fairtrade Mark. Fair Trade
labelling organisations exist in 14 European countries as well as in Canada, the
United States and Japan.
FLO International was established to coordinate the work of the international
initiatives and to ensure that the two core ideas of the label concept, i.e. producer
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Fair Trade in Europe 2001
registers and product-related trading rules (fixed minimum prices, regulations on
advance payments, etc.) are harmonized and efficiently monitored all along the
supply chain.
Since 1996, cooperation between these four international networks has
developed considerably. Under the acronym of FINE (standing for the first
letters of FLO, IFAT, NEWS! and EFTA respectively) representatives hold
regular meetings to coordinate their work. FINE is particularly involved in
developing an integrated monitoring system for the whole Fair Trade
movement and in advocacy work at international level.
Table 1.1: International Fair Trade organisations in Europe
Established
Type of
members
Members
in countries
Members
in Europe
Location
4.2
FLO
1997
National
labelling
initiatives
17 in
17 countries
14 in
14 countries
Bonn,
Germany
IFAT
1989
Producer
organisations,
alternative
trading
organisations
148 in
48 countries
42 in
13 countries
Oxford, United
Kingdom
NEWS!
1994
National
world shops
associations
15 in
13 countries
all
Utrecht,
Netherlands
EFTA
1990
Importing
organisations
12 in
9 countries
all
Maastricht,
Netherlands
Fair Trade from a European perspective
Fair Trade has taken up the challenge of European integration, and is pushing
ahead with further cooperation. Regular meetings at European level between
and within the four international networks (see section 4.1) help Fair Trade
people foster a European approach to their work and their commitment.
Besides this motivational aspect, the European perspective has become vital
for the political work of Fair Trade organisations.
A perfect example of this growing cooperation is European World Shops Day.
Since it began in 1996, European World Shops Day (celebrated on one of the
first weekends in May) has become one of the main focus points of Fair Trade
activity in Europe (and even outside Europe). Most of the world shops and
many importing organisations, from Ireland to Austria, from Northern Sweden
to Sicily, have joined in common activities that have attracted more and more
public attention over the years.
Between 1999 and 2001 these activities have been centred on the NEWS!
“Food for Thought” campaign. This campaign aims to draw the attention of
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Fair Trade in Europe 2001
political decision-makers’ to the question of the food sovereignty of the
countries of the South.
WTO regulations on agriculture are complex and difficult to grasp. A symbolic
“food box”, a small carton with Fair Trade product samples, was used very
effectively as a campaigning aid during European World Shops Day in 2000.
Fair Trade organisations have learnt that, to be effective in the political field,
they need to relate activities at national level to centralised activities at
European level. In the last few years the EFTA Campaigns & Advocacy Office
in Brussels has played a crucial role both in supporting national lobbying and
advocacy activities and in making Fair Trade issues better known to the
European institutions.
Relationships between Fair Trade organisations and institutions of the
European Union have thus grown more intense. Occasions, where the EU
and Fair Trade come into close contact, include among others:
•
•
•
•
•
•
resolutions on Fair Trade passed by the European Parliament,
applications from Fair Trade organisations for co-financing of
educational or development activities,
campaigning directed at EU institutions (e.g. against the decision on the
substitution of cocoa butter by vegetable fats),
the “Communication from the (European) Commission to the Council
on “fair trade”” from November 1999 (the text can be downloaded from
http://europa.eu.int/eur-lex/en/com/cnc/1999/com1999_0619en01.pdf ),
the Fair Trade Days held on various occasions in the European
Parliament,
the inclusion of Fair Trade in the new Cotonou treaty.
Despite this growing cooperation at European level, Fair Trade is still
characterised by a wide diversity of style, organisational mode, activity, and
focus of interest.
The major challenge for Fair Trade in coming years will be to integrate the
variety of national- or organisation-focused approaches into a unified strategy
at an international level.
To gain a true picture of Fair Trade in Europe, we need to examine the
aggregate situation for organisations (see sections 4.3 and 4.4) as well as
details at national level. These latter will be dealt with in the different country
chapters in part 2.
4.3
The Structure of Fair Trade in Europe
In the 18 countries dealt with in this survey more than 100 importing
organisations contribute to the Fair Trade market. They range from very
small organisations, sometimes run by just one or two dedicated people to the
largest Fair Trade organisation in the world, gepa from Germany.
Four of the largest importing organisations each have an annual turnover
exceeding €10m.
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Fair Trade in Europe 2001
Table 1.2: The “big four” Fair Trade importers in Europe (latest year available)
Organisation
Gepa
Fair Trade Organisatie
Traidcraft
Oxfam Fair Trade
Country
Germany
Netherlands
United Kingdom
United Kingdom
Turnover
€29.8m
€15.9m
€12.4m
€10.7m
Most of the larger importing organisations are members of EFTA, the
European Fair Trade Association.
Fair Trade products reach the end consumer in many ways, the two most
important being the 2,700 or so world shops and the supermarkets. Thanks
to the Fair Trade labelling schemes Fair Trade products are now available in
more than 43,000 supermarkets throughout Europe.
Other retail channels are local solidarity groups, wholefood shops,
independent commercial stores, and institutional customers like schools or
local administrations. Most large importing organisations run mail order
catalogues as do many medium-sized ones.
In general, mail order sales account for less than 10% of an organisation’s
turnover. Exceptions are Oxfam Fair Trade and Traidcraft (both United
Kingdom, with 10% and 13% respectively) and U-Landsimporten (Denmark)
with 14%.
The development of the Internet may well affect the mail order business.
Some of the large Fair Trade organisations already offer sophisticated on-line
shopping facilities
Fair Trade organisations in Europe offer more than 1,250 job opportunities
for dedicated people wishing to bridge the gap between business thinking and
ethical values. The survey shows that importing organisations currently
provide about 750 full time equivalent (f.t.e) posts. In addition about 500 f.t.e
jobs are provided by the world shops associations, the world shops
themselves and the labelling organisations.
Most of the work in the world shops and solidarity groups is, however, still
done by volunteers. About 100,000 volunteers are actively involved in the
Fair Trade sector in Europe.
4.4
The Market for Fair Trade in Europe
Since 1988 the market for Fair Trade products in Europe has altered
considerably. There are now labelling initiatives in 14 of the 18 countries, (the
exceptions being Greece, Malta, Portugal and Spain). These have been
instrumental in extending the market for Fair Trade by introducing the Fair
Trade concept to supermarkets and other commercial outlets.
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Fair Trade in Europe 2001
There are a number of different labelling schemes: Max Havelaar (7
countries), TransFair (4 countries), Fairtrade Mark (United Kingdom and
Ireland), Reilun kauppa (Finland) and Rättvisemärkt (Sweden). Two labels
(TransFair and Max Havelaar) are in use in Luxembourg.
The importing organisations that responded to the survey’s questionnaire
represent an aggregate turnover of over €120m per annum.
It is difficult to obtain aggregate figures for world shops, since many national
associations do not know the retail value of their members’ sales. With data
available from only half the countries, (and with Germany, the largest market,
missing), it is clear that their turnover must exceed €41.6m. This figure is
based on approximately 1,050 shops and reflects an average net retail value
per world shop of about €39,500.
Even if, to be on the cautious side, we reduce this figure by 15%, this still
leads to an estimated total net retail value of all European world shops of
over €92m.
The information available is more complete for the sales of Fair Trade labelled
products. The total for products sold under Fair Trade labels is about.
€210m.
Unfortunately these different turnover figures cannot simply be added together
to assess the aggregate retail impact of Fair trade products (labelled and nonlabelled) in Europe.
This is because there is an overlap between the figures in the three categories
(for more details see Annex 4, point 6 and 7). Nevertheless it is possible to
come up with a reliable minimum estimate. How can this be done?
1) The retail value of labelled products, as provided by the labelling
organisations, is reported to be around €210m. (Labelling applies only
to food products.)
2) The retail value of non-labelled products refers mainly to non-food
handicraft products, sold through the world shops. It is reasonable to
estimate the non-food share in an average world shop to be at least
50% of total sales. This translates into about €46m of non-food sales
through world shops in Europe (i.e. 50% of the above €92m of total
sales).
The sum of these non-overlapping turnover figures leads to a figure of €256m.
This figure is a minimum. It includes neither non-labelled food products sold in
world shops (like spices, alcoholic beverages, and other yet-to-be-labelled
foods) nor non-food products sold through channels other than world shops.
In conclusion it can be stated with certainty that the annual aggregate net retail
value of Fair Trade products (labelled and non-labelled) sold in Europe
through alternative channels and supermarkets exceeds €260m.
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Fair Trade in Europe 2001
Fair Trade would not be what it is without its incredible variety of awarenessraising and campaigning activities on behalf of excluded and disadvantaged
producers. More than €10m are spent annually on education, public
relations and marketing (€5.6m by importing organisations, €1m by world
shops associations, and €3.5m by labelling initiatives).
In countries where Fair Trade label organisations are active, market research
surveys are used regularly to assess market potential and to evaluate market
performance. They attempt to answer questions such as how many people
know about Fair Trade (or recognise the label), and how many are prepared to
pay premium prices. (Wherever the results of such studies are available,
details are given in the respective country chapter.)
In general, knowledge about the label tends to be fairly high, usually between
15 and 30%, usually reflecting the maturity of the Fair Trade market in a
particular country. However these figures must be interpreted with caution.
Indeed, a few studies have shown that even among those who know (or
pretend to know) the label up to about half do not know what it stands for.
Ultimately, the impact of labelling can only be measured by the market share
achieved for a particular product. Although most figures still fall far short of the
supposed market potential, they do reflect the future challenge for Fair Trade –
the challenge of “going mainstream”. Top performers like Switzerland and the
Netherlands are showing the way. (They are the countries with the most
mature labelling organisations and the highest market penetration of Fair
Trade products in mainstream retailing).
Table 1.3 : Market shares of Fair Trade labelled products in European countries
Market share
4.0 % or more
Coffee
3.0 – 3.9 %
Luxembourg 3.3%
Switzerland 3.0%
Netherlands 2.7%
2.0 – 2.9 %
1.0 –1.9 %
<1%
Denmark 1.8%
United Kingdom1.5%
Belgium 1.0%
Germany 1.0%
Sweden 0.8%
Austria 0.7%
Ireland 0.5%
Finland 0.3%
Norway 0.3%
Italy 0.13%
France 0.1%
EFTA – European Fair Trade Association
Tea
Switzerland 4%
bananas
Switzerland 15.0%
Netherlands 4.2%
Luxembourg 4.0%
Germany 2.5%
Denmark 2%
Sweden 1.8%
Italy 1.22%
Denmark 1.8%
United Kingdom <1.0%
Sweden 0.8%
Austria 0.7%
Netherlands 0.7%
Italy 0.67%
Finland <0.1%
France <0.1%
Luxembourg <0.1%
Norway <0.1%
- 15 -
Germany <1.0%
United Kingdom
<1.0%
Belgium 0.6%
Fair Trade in Europe 2001
4.5 Overview : Fair Trade in Europe
TOTAL
97 +
Importing organisations
Sample / remarks
18 countries
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
2,740 +
43,100 +
18,000 +
63,800 +
18 countries
18 countries
14 countries
Importing organisations
World shops association
World shops
Labelling organisations
TOTAL
Volunteers in world shops + groups
746 +
32 +
394 +
71 +
1,237 +
96,000 +
32 organisations in 18 countries
18 countries
16 countries
14 organisations in 14 countries
Label
18 countries
14 countries
Turnover, in 000 €
Importing organisations
World shops, net retail value
Labelling organisations,
net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
Labelling organisations
TOTAL
Public awareness of Fair Trade
118,900 +
41,600 +
208,900 +
from 32 organisations in 18 countries
from 11 countries
from 14 organisations in 14 countries
369,400 +
5,600 +
1,000 +
3,500 +
10,100 +
from 32 organisations in 18 countries
from 11 countries
from 14 organisations in 14 countries
knowledge of label / concept
Market shares, in %
6 to 74 %
from 11 countries
Fair Trade labelled coffee
Fair Trade labelled tea
Fair Trade labelled bananas
0.1 to 3.3
0.1 to 4.0
0.6 to 15.0
from 14 countries
from 12 countries
from 9 countries
ESTIMATE, in 000 €
Net retail value for all
2,740 world shops 92,000 +
ESTIMATE, in 000 €
Net retail value all Fair Trade
products in all channels 260,000 +
see section 4.3
see section 4.3
More details can be found in the country chapters and in Annex 3, which gives
the exact breakdown of the above figures at national level.
For a comprehensive understanding of the above figures see the explanations
given in Annex 4.
EFTA – European Fair Trade Association
- 16 -
Fair Trade in Europe 2001
PART TWO:
REVIEW OF FAIR TRADE BY COUNTRY
EFTA – European Fair Trade Association
- 17 -
Fair Trade in Europe 2001
AUSTRIA
The Structure of Fair Trade in Austria
EZA Dritte Welt, founded in 1975 with support of the Dutch SOS
Wereldhandel (now Fair Trade Organisatie), is the largest importing
organisation by far. It accounts for over 60 % of the sales of Austrian world
shops. EZA has a wholesale warehouse near Salzburg, and also runs two
pilot model shops of its own in Salzburg and in Vienna.
The second largest organisation, Eine-Welt-Handel (Karl Pirsch), has grown
considerably in the last few years. They specialize in basketry products, run
two shops of their own, and have begun to establish a network of franchise
shops.
Five further organisations fulfil the Austrian world shops association criteria for
accreditation of suppliers to world shops. They are El Inka, CONA, LiCok,
SAT, and dritte-welt-partner (from Germany).
Austria has 68 world shops, of which 62 are members of the ARGE
Weltläden, the Austrian world shops association. The six newly created EineWelt-Läden (one world shops) from Eine-Welt-Handel are not yet members of
the national association.
Since 1995 all member world shops have operated under the same name and
logo. They also have a common marketing and communication plan and
engage in many joint activities all the year round.
Following the professionalization programme of the early nineties, the 60 plus
shops employ more than 50 people, (31 f.t.e). The typical shop has one paid
part-time coordinator working with a group of anything between 6 and 20
volunteers.
The association offers a wide range of services to its members. It organises
three national meetings a year, coordinates regional networking between
shops, runs training courses, interfaces with the national media, and,
coordinates European World Shops Day events.
The association has signed contracts of cooperation with the recognized
importers, leading to long-term planning security on both sides.
Since 1993 TransFair Austria has been active in bringing Fair Trade products
into the supermarkets. Labelled products in Austria currently include coffee,
tea, cocoa and chocolate as well as orange juice. Through 8 licensees, Fair
Trade labelled products are available in more than 1,500 supermarkets.
There is, as yet, no national Fair Trade forum in Austria.
The Fair Trade Market in Austria
The two largest importing organisations have a joint turnover of around €6.5m.
The Austrian Fair Trade market is dominated by the 60 or so world shops and
700 mostly church-related action groups, that sell Fair Trade products on an
irregular basis. The shops represent a net retail value of €4.9m.
EFTA – European Fair Trade Association
- 18 -
Fair Trade in Europe 2001
Fair Trade market share has remained fairly stable despite concerted market
expansion activity by TransFair. The net retail value of sales of labelled goods
is around €3.1m.
TransFair has, however, been extremely successful in increasing Fair Trade
awareness, largely as the result of its broad membership of important
development and environmental NGOs.
Market research from 1999 (Nielsen, Vienna) indicates that 30% of Austrians
recognise the Fair Trade label. Of these 9% have bought TransFair products
regularly, 38% occasionally and 49% not at all. The core market potential
(regular customers, plus occasional customers, plus non-customers who show
an extremely positive attitude) is estimated to represent 32% of the Austrian
population.
Many prominent institutions have switched to
recent years. They include part of the
Federal Chancellor’s Offices, the Ministry of
Interior, and three of the four political parties
in Parliament. As the result of three years of
concerted
campaigning,
the
Austrian
Parliament adopted a Fair Trade resolution in
December 2000. This resolution calls upon
the national Government to adopt Fair Trade
as one of the leading principles for its
development policy; to analyse how Fair
Trade can be supported through legislative,
budget and procurement measures; and to
support Fair Trade principles in international
bodies. A report must be drawn up within
one year and presented to the Parliament.
In 1998 an alliance was established between
Fair Trade and the organic movement,
represented by Bio-Ernte Austria, the
Austrian organic farmers association, one of
the largest in the world with more than
11,000 organic farmer members. The two
movements promote the “bio+fair” concept,
arranging
countless
“bio+fair”
public
breakfasts.
In autumn 2000 a bridge to the consumer
organisations was built, when Café Orgánico,
the best-selling Fair Trade product in Austria
became the first product ever to be presented
with a special consumer protection award by
the regional Government of Salzburg.
All this should help to increase Fair Trade
market share, which is currently 0.7% for
both coffee and tea.
EFTA – European Fair Trade Association
- 19 -
Fair Trade coffee and tea in
Table 2.1 : Austria
Importing organisations
7+
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
Importing organisations
World shops association
World shops
TransFair
TOTAL
68 +
1,540
1,370 +
3,000 +
33 +
1.2
31
3.8
69 +
Volunteers in world shops + groups
Label
3,600
TransFair
Turnovers, in 000 €
Importing organisations
World shops, net retail value
TransFair, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
TransFair
TOTAL
Public awareness of Fair Trade
knowledge of TransFair
Market shares, in %
TransFair coffee
TransFair tea
TransFair bananas
6,500 +
4,900
3,100
14,500 +
190 +
40
150
380 +
30 %
0.7
0.7
Not applicable
Fair Trade in Europe 2001
BELGIUM
The Structure of Fair Trade in Belgium
Belgium has two large importing organisations, Oxfam Wereldwinkels in
Flemish-speaking Belgium and Magasins du Monde Oxfam in Frenchspeaking Belgium.
Oxfam Wereldwinkels believes that trade, education and action are three
equally important aspects of Fair Trade. The organisation is therefore heavily
involved in awareness-raising and lobbying activities. On the trading side, the
organisation concentrates exclusively on food products. Its success in this
area is reflected in the fact that its Equita chocolate range and Chilean wines
are well known outside Belgium. As well as being an importing organisation
Oxfam Wereldwinkels also has 175 shops in Flemish-speaking Belgium.
These shops are run by 5,750 volunteers. Only the 15 biggest ones have paid
staff.
Magasins du Monde Oxfam, in French-speaking Belgium, specializes in
handicrafts. The organisation has 74 world shops, run by 2,500 volunteers. It
also runs a special type of shop involving young people. There are 60 such
“Jeunes Magasins du Monde” (young world shops), small sales outlets based
in schools and run by groups of young secondary school students, each group
being supported by two teachers.
Because they are retailers as well as importers, Oxfam Wereldwinkels and
Magasins du Monde Oxfam are both members of both EFTA (European Fair
Trade Association) and NEWS! (Network of European World Shops).
Smaller importers in Belgium are Fair Trade Organisatie in Leuven (a
subsidiary of the Dutch Fair Trade Organisatie) and Maya Fair Trading. The
latter is the successor of Miel Maya Honig, an organisation concentrating
strictly on honey and honey-based products. The old Miel Maya Honig
survives, but restricts itself to supplying information and support to project
partners.
Max Havelaar Belgium, the national Fair Trade label organisation, is backed
by a coalition of 28 member organisations. With 14 licensees having signed a
contract with the organisation, Max Havelaar labelled coffee and bananas is
now found in more than 1,000 supermarkets in Belgium.
There is, as yet, no formalized national Fair Trade forum. On the initiative of
the Secretary of State for Cooperation, many Fair Trade players have,
however, begun to meet fairly regularly at national level in order to develop
closer relationships.
EFTA – European Fair Trade Association
- 20 -
Fair Trade in Europe 2001
The Fair Trade Market in Belgium
The turnover of Oxfam Wereldwinkels is approximately €5m. This is
accounted for entirely by food products, sourced mainly from Latin America.
Coffee alone makes up 30% of total turnover. Magasins du Monde adds
another €2.7m to the Belgian market in handicraft sales. The honey and
honey-related market gives Maya Fair Trading a turnover of €0.4m.
Although Fair Trade labelled products cover
only coffee and bananas, with 13 license
contracts signed on coffee and one on
bananas, sales of labelled products account
for €5m of net retail value. 55 % of these
sales are made outside the traditional Fair
Trade circuit.
In October 1999 a survey showed that 36 %
of the population know about Max Havelaar.
The problem however seems to be the lack
of visibility of the products, in that people do
not know where to buy them or where to find
them on the shelves.
This might explain why a very strong stated
buying intention (77%), translates into
comparatively low market shares of 1% for
coffee and 0.6% for bananas.
Both Oxfam Wereldwinkels and Magasins du
Monde Oxfam campaign actively on topics
such as the use of cocoa-fat substitutes in
chocolate, the EU trade regime for bananas,
or the labour situation in the textile and
garment industries (‘Made in Dignity’, ‘Clean
Clothes Campaign’). Very creative methods
are used in this work. For example, the
Orissa-Express, transformed a normal bus
into a travelling exhibition providing education
and information about the plight of rice
farmers in India. Other activities deal with
domestic problems, like poverty and
unemployment in Belgium, always putting
these issues into their international context.
Fair Trade in Belgium is thus often the centre
of attention in the Belgian media.
Table 2.2 : Belgium
Importing organisations
4+
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
Importing organisations
World shops association
World shops
Max Havelaar
TOTAL
250
1,050
400 +
1,700 +
60 +
Not applicable
5
6
71 +
Volunteers in world shops + groups
Label
8,250
Max Havelaar
Turnovers, in 000 €
Importing organisations
World shops, net retail value
Max Havelaar, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
Max Havelaar
TOTAL
Public awareness of Fair Trade
8,100 +
n.a.
5,000
13,100 +
500 +
Not applicable
270
770 +
Knowledge of Max Havelaar
Market shares, in %
Max Havelaar coffee
Max Havelaar tea
Max Havelaar bananas
36 %
1.0
Not applicable
0.6
‘Worldshake’, one of Oxfam Wereldwinkels latest campaigns, targets young
people and aims to help them to overcome feelings of helplessness vis-à-vis
the complex process of globalisation. On May 6th, 2000, between fifteen and
twenty thousand people gathered in the Belgian town of Mechelen for a huge
EFTA – European Fair Trade Association
- 21 -
Fair Trade in Europe 2001
rally and festival supporting demands for better protection for small-scale
farmers in the South through genuine reform of the World Trade Organisation.
As all the large Belgian Fair Trade organisations are very active in lobbying
both the national authorities and the European institutions based in Brussels,
many successes have been achieved. Fair Trade organisations are eligible
for official funding and get an impressive amount of official support. Many
municipalities have passed Fair Trade resolutions and the concept has found
its place in the national government’s new “National Plan for Sustainable
Development”.
In the light of this it comes as no surprise that the Belgian Parliament and
several Ministries have introduced Fair Trade coffee and tea to their
restaurants. Some of the European institutions based in Brussels have also
opted to “go fair”. The EU Commission and the European Parliament use Fair
Trade coffee (although not exclusively) and the Economic and Social
Committee uses both coffee and tea from Fair Trade sources.
Fair Trade awareness among the general public and political authorities is
increasing. There is also a perceived increased openness on the part of
commercial business to engage in discussions on Fair Trade principles. It is
evident that the Belgian Fair Trade movement goes from strength to strength
and continues to attract volunteers to its cause.
EFTA – European Fair Trade Association
- 22 -
Fair Trade in Europe 2001
DENMARK
The Structure of Fair Trade in Denmark
Denmark has three important Fair Trade importers: U-Landsimporten, Butik
Salam and U-Landsforeningen Svalern, which account for over 75% of all
sales in Danish world shops.
U-Landsimporten imports only food - coffee, tea, cocoa, dried fruits,
vegetables, spices, nuts and chocolates. Coffee, alone accounts for 87% of
its turnover. The organisation runs one of the most extensive Fair Trade
websites with more than 650 pages, including a large section in English.
Butik Salam and U-Landsforeningen Svalerne both specialize in
handicrafts, sourced mainly from Asia. Svalerne concentrates heavily on
basketry products from Bangladesh.
All three organisations together with five shops are members of FairNet, the
Danish association of world shops established in 1995. Apart from those,
there are seven further world shops in Denmark who have, thus far, chosen to
remain outside the association.
FairNet brings its members closer together, through seminars and joint
campaigning and advocacy initiatives. FairNet is well embedded into the
Danish NGO circuit and collaborates with Danida (the Danish Association for
International Development) and the 92-group, a coalition of 13 environmental
and development NGOs.
Neither the shops nor the association have paid staff and depend on the work
of 100 volunteers.
The Danish label organisation Max Havelaar Denmark was launched in 1995.
It has 15 licensees who trade bananas, cocoa/chocolate, coffee,
sugar/sweets, and tea under the Fair Trade label of the foundation. These
labelled products are currently available in more than 2,700 supermarkets in
Denmark.
The Fair Trade Market in Denmark
The combined sales figures of the three main importing organisations are
about €1.3m. World shop sales have stagnated in the last few years, the net
retail value remaining more or less stable at around €400,000.
Max Havelaar Denmark received a huge boost with the launch of Fair Trade
bananas in November 1997. Since then, Fair Trade labelled products have
found their way into many supermarkets. The market share for both coffee
and tea is 1.8%, and for bananas is 2%. The net retail value of labelled
products sold in Denmark exceeds €8m.
Prominent institutions that have chosen to use Max Havelaar products include
the Ministry of Environment and the Danish Parliament (tea and coffee).
EFTA – European Fair Trade Association
- 23 -
Fair Trade in Europe 2001
The manifold awareness-raising activities of
the labelling organisation seem to be
bearing fruit. A market survey in November
1999 by IFKA (Institut for KonjunkturAnalyse) found that 36% of the Danish
population knew about Max Havelaar. Of
those, 39% had purchased a Fair Trade
labelled product in the past three months,
another 19% had done so more than three
months ago, and only 34% never had.
With this potential market in mind, different
members of FairNet are working on a
“relaunch of Fair Trade in Denmark”. In this
context discussions are underway on a
possible merger between some key players
in the Danish Fair Trade sector. This may
take place in 2001.
These new
developments arise from the realization that
“it is too expensive to be small”, as one of
the people involved put it.
One of the first steps in this process has
been the decision of U-Landsimporten to
work in very close cooperation with
Urtekram, one of the top Danish suppliers of
organic and natural products.
EFTA – European Fair Trade Association
- 24 -
Table 2.3 : Denmark
Importing organisations
3+
Sales outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
Importing organisations
World shops association
World shops
Max Havelaar
TOTAL
Volunteers in world shops + groups
Label
15
2,740
n.a.
2,750 +
16 +
0
0
5
21 +
100 +
Max Havelaar
Turnover, in 000 €
Importing organisations
World shops, net retail value
Max Havelaar, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
Max Havelaar
TOTAL educ/PR/marketing
Public awareness of fair trade
knowledge of Max Havelaar
Market shares, in %
Max Havelaar coffee
Max Havelaar tea
Max Havelaar bananas
Fair Trade in Europe 2001
1,300 +
400 +
8,050
9,750 +
50 +
n.a.
260
310 +
36 %
1.8
1.8
2.0
FINLAND
The Structure of Fair Trade in Finland
In Finland there is no single large importing organisation. Seven of the world
shops act as small importers of goods for sale in their own shops and also for
sale to the other world shops. Discussions are underway on a joint venture to
include importing and the establishment of central storage facilities.
The Finnish Association of World Shops Maailmankauppojen litto ry was set
up in 1986. It has 41 members (not all of whom run their own shops) who
generally operate independently of one another - a necessity in a huge and
sparsely populated country.
The bi-annual national meeting is the highlight of the association’s effort to
achieve greater exchange of information and experience. Cooperation among
members has become more intensive of late with, for example, many Finnish
shops participating in European World Shops Day.
The 30 or so shops are run by about 600 volunteers and 15-20 part-time paid
staff. Non-food products account for 65% of sales, the remaining 35% of sales
being food.
Finland has Europe’s only Fair Trade ship. The Estelle, a three masted steel
schooner, renovated in 1997, serves as an attractive information point on Fair
Trade, wherever she docks. She is also used as a cargo ship to transport Fair
Trade goods from one place to another.
The Finnish label organisation Reilun kaupan edistämisyditys ry. (Finnish
Association for Promoting Fair Trade) was founded in 1998. Its members
include the World Shops Association, trade unions, as well as environmental,
development and church organisations. The Finnish label appears on coffee
and tea in more than 2,100 outlets.
The Fair Trade Market in Finland
Sales through Finnish world shops have an estimated retail value of €1.2m.
This sum will probably soon be exceeded by the value of products sold under
the Fair Trade label. In 4 months following the label’s launch in September
1999, sales of labelled products were €390,000 Euro. The Finnish population
has one of the highest per capita annual coffee consumption levels in the
world (about 10 kilos) providing plenty of market potential, for the leading
labelled product.
The launch of the Fair Trade label scheme in Finland was well publicised
through advertisements in newspapers and magazines. Many coffee tastings
were organised and attracted media attention. The national Fair Trade coffee
week was a great success, and will be repeated twice a year. The market
share for coffee has now reached 0.3%.
EFTA – European Fair Trade Association
- 25 -
Fair Trade in Europe 2001
With the encouraging response to the
introduction of Fair Trade labelled coffee
and tea, the Association is already
planning to label other products, like
bananas and orange juice.
There are no reliable data on consumer
awareness of the label yet.
Market
research was due to be carried out in late
2000.
The Fair Trade label initiative has
persuaded the Finnish Parliament to
become a prominent user of Fair Trade
coffee in Finland.
Table 2.4 : Finland
Importing organisations
7+
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
Importing organisations
World shops association
World shops
Reilu kauppa
TOTAL
Volunteers in world shops + groups
Label
30 +
2,160 +
n.a.
2,200 +
Not applicable
0.5
5+
2
7+
600 +
Reilu Kauppa
Turnover, in 000 €
Importing organisations
World shops, net retail value
Reilu kauppa, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
Reilu kauppa
TOTAL
Public awareness of Fair Trade
Not applicable
1,200
(09-12/99) 390
1,590 +
Not applicable
n.a.
180
180 +
knowledge of label
Market shares, in %
n.a.
Reilu kauppa coffee
Reilu kauppa tea
Reilu kauppa bananas
EFTA – European Fair Trade Association
- 26 -
0.3
< 0.1
Not applicable
Fair Trade in Europe 2001
FRANCE
The Structure of Fair Trade in France
The largest importing organisation in France is Solidar’Monde. It imports
more than 75% of all goods sold in French world shops. Importing from about
100 different producer groups in more than 40 countries Solidar’Monde offers
a wide range of around 1,500 food and handicraft products.
Other importers include Andines, ASPAL (mainly through its commercial arm
Artisal) and number of smaller organisations.
France has 88 world shops which are members of the national shop
association, Fédération Artisans du Monde (Artisans of the World
Association). The shops are run by about 20 paid employees and 2,500
volunteers. The national secretariat, (with 12 employees) offers a wide variety
of services to its members. Services include production of literature (on
volunteer management, campaign organisation, etc.), training courses (on
marketing, consumer education, etc.) and advice on matters such as
accounting, finance, and business management.
Although the association is still working on its corporate identity, most of the
shops already use a common logo.
In France Fair Trade labelling has been slower to take off than in other
countries. Although Max Havelaar France, the French labelling organisation,
was set up in 1992, it took six years to achieve a breakthrough. However,
since 1998 things have been moving fast and Max Havelaar France has
attracted 15 licensees to its scheme. Fair Trade labelled coffee can now be
found in more than 2,400 French supermarkets. Tea, the second labelled
product, has only recently been launched.
A national Fair Trade forum, Plateforme du Commerce Équitable, (PFCE)
was set up in 1998. Eight importing, retailing and Fair Trade supporting
organisations have signed a charter with a common set of rules and a shared
vision. The aims are to defend the common interests of the organisations, to
further promote Fair Trade in France and to lead constructive dialogue with
national and international decision-makers.
The Fair Trade Market in France
Solidar’Monde has a turnover of about €3.1m, of which more than half is
accounted for by handicrafts, and three quarters of it by sales through the
world shops network.
The first Fair Trade labelled product was coffee. It hit the shelves of many
supermarkets in 1998, and the net retail value of this part of the market has
now reached €3.2m.
Although the market share for Fair Trade coffee remains rather low at 0.1% of
the national coffee market, this part of the market is dynamic.
EFTA – European Fair Trade Association
- 27 -
Fair Trade in Europe 2001
Today Fair Trade labelled coffee is served in the French Parliament
(Assemblée Nationale), the French Senate, the Ministry of Foreign Affairs, as
well as in the offices of the Prime Minister and of the President of the
Republic.
In a country where Fair Trade has been
relatively little known, the years 1998/99
seem to have been a turning point.
The success of the label initiative was only
one factor. At the same time, the campaign
initiated by the French world shops in 1995
on “De l’éthique sur l’étiquette” (Putting ethics
onto the label) gained increasing support
from different sectors of French society. The
campaign, highlighting unfair practice in the
textile and garment sector hit the front pages
of many of national newspapers, and thus
brought many people into contact with a Fair
Trade approach to international trade. Today
the campaign has the support of more than
50 organisations, (including trade unions as
well as solidarity, youth and consumer
organisations).
Table 2.5 : France
Importing organisations
8+
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
88
2,410 +
n.a.
2,500 +
Importing organisations
World shops association
World shops
Max Havelaar
TOTAL
Volunteers in world shops + groups
14 +
12
20
9
55 +
2,500 +
Label
Max Havelaar
Turnover, in 000 €
Importing organisations
World shops, net retail value
Max Havelaar, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
Max Havelaar
TOTAL
Public awareness of Fair Trade
3,100 +
3,400
3,200
9,700 +
These developments reflect the findings of
market research carried out by the Centre
Régional de Consommation (CRC) in Lille in
1998. Of a sample of 525 consumers 71%
said they were prepared to pay a higher price
for Fair Trade products, provided they can be
n.a.
sure that the premium price goes back to the
360
producers, and more particularly to their
170
children.
530 +
In a follow-up study in 1999 – ‘Le commerce
éthique. Pour un développement grand
knowledge of Fair Trade
91 %
public’ (Ethical trade. Towards an opening to
in a general way
the general public) those very positive trends Market shares, in %
were confirmed. French consumers seem to
Max Havelaar coffee
0.1
be very open to ethical considerations in their
Max Havelaar tea
0.03
everyday purchasing. Distribution continues
Max Havelaar bananas
Not applicable
to be an issue. Many people who were
interviewed did not know where to buy Fair
Trade products and/or had no opportunity to do so within a reasonable
distance of their home.
Consumer awareness is obviously rising, as indicated by market research
published in October 2000 (IPSOS: Le Commerce Equitable). From a
representative sample of 1,000 interviews, 91% people stated that they have
already heard or read about Fair Trade. This very high percentage however
has to be interpreted with caution.
EFTA – European Fair Trade Association
- 28 -
Fair Trade in Europe 2001
More than half the respondents (54%) said they are prepared to buy a Fair
Trade product. 44 % said they would pay a higher price for such a product.
and 38% are convinced that “Fair Trade” will soon become a familiar concept
to all consumers.
Last but not least, the French government has acknowledged that ethical
issues are moving up the economic agenda. This is why it has recently
created a new Secrétariat d’Etat à l’Économie solidaire (Secretary of State for
Solidarity-oriented Economy) that will work very intensively on fair and ethical
trade issues.
EFTA – European Fair Trade Association
- 29 -
Fair Trade in Europe 2001
GERMANY
The Structure of Fair Trade in Germany
The three largest Fair Trade importing organisations namely gepa, el puente
and dritte-welt partner (dwp) represent more than 90% of the value of
products sold in German world shops.
Gepa, based in Wuppertal, is the Fair Trade organisation with the highest
turnover in the world. It achieved sales of €29.8m in 1999/00. Gepa imports a
wide range of foods and handicrafts from over 130 producer groups. It also
imports on behalf of smaller Fair Trade organisations in other European
countries. The 96 employees service a huge network of outlets consisting of
about 700 world shops, 5,000 (solidarity) groups, 1,200 institutions and a
further 2,100 commercial outlets (supermarkets and independent stores) with
both goods, and with information and educational material.
El Puente and dritte-welt partner (dwp) have turnovers of €2.5m and €2.3m
respectively, and similar numbers of employees (15 and 13 respectively).
They also have similar customer bases (1700 and 1300 respectively). More
than 85% of these customers are world shops and groups. In each, about half
the turnover is in handicrafts, (contrasting sharply with gepa where handicrafts
account for only 11% of sales).
Organisations which claim to be Fair Trade are assessed by the German world
shops association as to their Fair Trade credentials. Apart from the three
mentioned above, only two other importing organisations, BanaFair and Podi
Mohair, are in full compliance with the seven criteria. A further 13 smaller
organisations comply to a lesser extent.
In 1998 the former two independent world shop networks AG3WL and rsk
merged to become the new “Weltladen-Dachverband” (World Shops
Umbrella Organisation). Following the merger, the world shops association
membership rose from 280 in 1998 to 340 in 2000, and just under half German
world shops are now members. Member shops have to sign a convention that
commits them to adherence to seven principles. These are: social and
environmental friendliness of products; transparency; participatory approach;
not for profit orientation; long-term perspective; information and education; and
compliance with rules regarding the non-Fair Trade products sold (e.g.: books,
local products from social projects, etc.). A corporate identity for member
shops is being developed.
Only a few shops have paid staff, not more than 80 f.t.e. in total. Most shops
are run by volunteers. Some 50,000 volunteers are active in world shops and
Fair Trade groups throughout Germany.
Increased income from contracts of cooperation with some importers and a cofinancing project with the European Union has recently made it possible for the
association to open a national secretariat with 3 employees in Mainz. This
means that the association can now offer a wide variety of services to its
EFTA – European Fair Trade Association
- 30 -
Fair Trade in Europe 2001
members - services such as general coordination, political representation,
development and coordination of campaigns, training and lobbying.
TransFair Germany, the German label organisation, was set up in 1992. Its
success has contributed significantly to raising the profile of Fair Trade in
Germany. To date, 85 license contracts have been signed. Products sold in
Germany under the TransFair label include
coffee,
tea,
cocoa/chocolate,
honey,
Table 2.6 : Germany
sugar/sweets, bananas, and, most recently,
orange-juice. Fair Trade labelled products Importing organisations
are found in most major supermarkets, with
Sales Outlets
19,000 outlets throughout Germany.
Although there is no national Fair Trade
forum, cooperation between the major
players has grown in the last few years. This
has occurred in the wake of the world shops
association signing contracts of cooperation
with most of their importing partners.
The Fair Trade Market in Germany
The three largest importers have combined
sales of €34.6m.
The TransFair label has opened up new
channels to Fair Trade products and thus
generated large additional volumes of sales.
The net retail value of labelled goods in
Germany is now around €66.5m, half of
which is generated outside the traditional Fair
Trade outlets. This deep impact is achieved
by the constant awareness raising and
marketing oriented activities of TransFair.
Many prominent personalities and institutions
have switched to Fair Trade coffee and tea.
The list includes conference centres,
university canteens, the City Council of
Hamburg, the regional Parliaments of
Bavaria and Thuringia, the national
Parliament (Bundestag) and the President of
the Republic.
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent))
Importing organisations
World shops association
World shops
TransFair
TOTAL
Volunteers in world shops + groups
Label
5+
700
19,300
6,200 +
26,200 +
124 +
2.8
80
7.7
214 +
50,000
TransFair
Turnover, in 000 €
Importing organisations
World shops, net retail value
TransFair, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
TransFair
TOTAL
Public awareness of Fair Trade
34,600 +
n.a.
66,500
101,100 +
950 +
200
150 +
1,300 +
knowledge of TransFair
Market shares, in %
TransFair coffee
TransFair tea
TransFair bananas
A market research survey carried out in spring 2000 by EMNID indicated that
41% of the German population know the TransFair label and the underlying
concept. There was no significant difference between awareness in men and
women or between the age groups from 20 to 64. Awareness is much higher
in West Germany (48%) than in the East (21%) and dramatically lower among
EFTA – European Fair Trade Association
- 31 -
Fair Trade in Europe 2001
41 %
1.0
2.5
< 1.0
people aged under 20 or over 65. The survey also shows very clearly that the
higher the educational status the higher is the awareness of TransFair.
Since the new German government, a coalition of Social Democrats and
Greens, came to power in the autumn of 1998, Fair Trade has had a higher
profile among political decision-makers. Participants in dialogue at a political
level now include NGOs, Fair Traders, business people, campaigning
organisations as well as government officials. Discussion is mainly centred on
the intention to create an official “eco+fair” label.
Most key players agree that the important challenges for Fair Trade in
Germany are: the increasing demand to bring Fair Trade and organic foods
together; the necessity for integrated monitoring throughout the trading chain
from producers to shops; and the necessity to continue the further
professionalization of world shops.
EFTA – European Fair Trade Association
- 32 -
Fair Trade in Europe 2001
GREECE
The Structure of Fair Trade in Greece
There is only one Fair Trade organisation in Greece.
Cosmos Art in Athens is a private, profit-oriented company doing its best to
comply with Fair Trade principles. They have had links with importing
organisations in other European countries for many years. Until three years
ago they sourced most products via joint imports with Fair Trade Organisatie in
the Netherlands. They have recently started to do more of their own
importing.
The products are sold through the Cosmos
Art shop in Athens and about 100
commercial shops all over Greece.
The Fair Trade Market in Greece
Fair Trade has, as yet, only had a limited
impact on the Greek market.
Overall
turnover is €206,000, of which 17% is earned
through the Cosmos Art shop in Athens. The
product range consists almost exclusively of
handicrafts (98% of turnover), the remaining
2% being Fair Trade labelled coffee.
Fair Trade food products are expensive,
compared with normal commercial products
and this limits the potential for Fair Trade to
flourish in Greece.
Furthermore, there is little interest in Greece
in North-South issues in general, or in Fair
Trade issues in particular.
Public and
political awareness of and support for NGOs
and development matters are less well
developed than in other European countries.
It is thus likely to be some time before the
growing purchasing power of the Greek
population on one hand, and an increased
general awareness of North-South topics on
the other, provide a more favourable
environment for the sale of Fair Trade
products.
EFTA – European Fair Trade Association
- 33 -
Table 2.7 : Greece
Importing organisations
1
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalents)
Importing organisations
World shops association
World shops
Label organisation
TOTAL
Volunteers in world shops + groups
5
Not applicable
Not applicable
Not applicable
5
0
Label
Not applicable
0
0
100
100
Turnover, in 000 €
Importing organisation
World shops, net retail value
Label organisation, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
Label organisation
TOTAL
Public awareness of Fair Trade
knowledge of Fair Trade label
Market shares, in %
FT labelled coffee
FT labelled tea
FT labelled bananas
210
Not applicable
Not applicable
210
21
Not applicable
Not applicable
21
Not applicable
Not applicable
Not applicable
Not applicable
Fair Trade in Europe 2001
IRELAND
The Structure of Fair Trade in Ireland
Oxfam Ireland, which until 1998 was part of Oxfam United Kingdom and
Ireland, is now the largest importer of Fair Trade products into Ireland,
(Northern Ireland and Eire).
There are also some small organisations or single shops like Dakini in Galway
and Fairs Fair (the successor of Trade Eireann) which do some importing of
their own, often via British importers and wholesalers. Traidcraft is active in
Northern Ireland. (See United Kingdom country chapter for more details of
Traidcraft).
Of a total of 35 Oxfam shops 20 of them sell Fair Trade products, (generally
alongside donated clothes, books and bric-a-brac). All Fair Trade products
are sourced from Oxfam UK. There are, however, plans to start importing
directly from overseas producer groups in the near future. Handicrafts,
account for over 70% of the shops Fair Trade turnover.
The Fair Trade Oxfam shops are run with the help of approximately 400
volunteers.
The Association of Fair Trade Shops in Ireland AFTSI has three members,
namely the two shops at Port Laoise and Waterford, (both attached to a
South-related educational centre), and Oxfam Ireland. A small number of
other independent world shops operate in Belfast, Cork, Dublin, Galway and
Limerick. Talks are under way to interest them in joining the association.
The association was formed in March 1995 following meetings about the
creation of NEWS!, the Network of European World Shops. Since then, the
European dimension has played a vital role in the life of the association.
The association has organised a number of high-profile activities for European
World Shops Day, - a Fair Trade Breakfast Train running from Belfast to
Dublin, Fair Trade parades, and Made in Dignity fashion shows.
The establishment of Fairtrade Mark Ireland (operated by the Irish Fair Trade
Network IFTN) has brought a new dynamic to the Irish Fair Trade market. Fair
Trade labelled products can now be found in all the world shops, in over 200
institutions and in around 50 supermarkets. The current emphasis on coffee
will change, as two new products have recently been introduced, namely tea in
Eire and bananas in Northern Ireland.
The Fair Trade Market in Ireland
The Fair Trade market in Ireland is still comparatively small.
The net retail value of the Oxfam world shops in the whole of Ireland is €1.6m.
For the shops in Waterford and Port Laoise together it is about €70,000.
Sales under the Fair Trade mark have reached a net retail value of €0.4 m.
EFTA – European Fair Trade Association
- 34 -
Fair Trade in Europe 2001
Although market penetration of Fair Trade coffee is still low, it is growing. The
year 2000 should bring the market share in the institutional coffee market up
from 1% in 1999 to 3%, which would mean
1.5% of the total national market.
Table 2.8 : Ireland
Many Fairtrade Mark promotional activities
such as the hosting of the Finnish Fair Trade
Ship “Estelle” in Dublin, have attracted the
interest of the media as well as political
decision-makers. A special campaign, built
on success in five communities in the north of
Ireland, will target local authorities in the
Republic of Ireland. The aim is to persuade
them to adopt Fair Trade purchasing policies,
whereby they would commit themselves to
purchasing
Fairtrade
Mark
products
whenever possible.
Prominent institutions that have switched to
Fair Trade coffee include the national
broadcasting company RTE, the National
University of Ireland and the Daíl Restaurant
(in the Irish Parliament).
Most of the Fair Trade players in Ireland
agree that there is increasing interest in the
issue both among the general public and the
media. With increasingly productive cooperation between the various organisations,
and new events such as the first Fair Trade
Fortnight (to be celebrated in March 2001),
Fair Trade looks as if it will be a success
story for Ireland.
Importing organisations
4+
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
27
50
200 +
280 +
Importing organisations
World shops association
World shops
Fairtrade Mark
TOTAL
Volunteers in world shops + groups
22+
0
0
2
24 +
400 +
Label
Fairtrade Mark
Turnover, in 000 €
Importing organisations
World shops, net retail value
Fairtrade Mark, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
Fairtrade Mark
TOTAL
Public awareness of Fair Trade
knowledge of Fairtrade Mark
Market shares, in %
Fairtrade Mark coffee
Fairtrade Mark tea
Fairtrade Mark bananas
EFTA – European Fair Trade Association
- 35 -
Fair Trade in Europe 2001
1,600
1,670 +
410
3,680 +
150
n.a.
20
170 +
n.a.
0.5
n.a.
n.a.
ITALY
The Structure of Fair Trade in Italy
Fair Trade in Italy has gone from strength to strength since its introduction to
the country in the late eighties. The pioneering CTM altromercato continues
to be by far the largest Fair Trade importing organisation in Italy. With 42
employees, the organisation is in regular contact with and imports goods from
160 producer groups. It supplies products to 374 world shops and about
1,000 further customers, world shops representing more than three quarters of
all sales. Sales are distributed between coffee (22%), other food products
(42%) and non-food products (the remaining 36%).
There are many other importers, among which the most important ones are
Commercio Alternativo, Roba dell’Altro Mondo (RAM), Equo Mercato and
Equoland.
The world shops association Associazione Botteghe del Mondo has seen its
membership rise from 65 to 90 member associations within two years. Since
many of these local associations or cooperatives operate more than one shop,
the national association represents about half of all Italian world shops.
It is estimated that Italian world shops provide about 70 f.t.e. jobs, but most of
the work is done by an estimated 1,500 regular volunteers, with many more
being active on a less regular basis.
The association plays a leading role in many campaigns, among them being
the “Food for Thought” campaign of NEWS!, the Network of European World
Shops. As an active member of the “Rete Lilliput” (Lilliput network), which is a
broad NGO coalition against globalisation, the association has also taken part
in the anti-MAI campaign and the campaign against Del-Monte.
The association provides many services for its members. These include the
production and distribution of campaign and educational material, the
organisation of meetings and discussions, the political representation of
shops, and last but not least, the organisation of the annual Fair Trade fair
“Tuttunaltracosa” (“something completely different”).
In 1999 the fair was combined with the bi-annual conference of IFAT, the
International Federation of Alternative Trade, taking place in Milan. With the
opportunity for the public to meet many producer representatives the fair
attracted more than 10,000 people.
The Italian label organisation TransFair Italy is backed by a coalition of 36
member organisations whose awareness-raising and mobilising power have
successfully brought TransFair labelled products to the mainstream market.
Today, labelled coffee, tea, honey and cocoa/chocolate can be purchased in
more than 2,600 supermarkets in Italy.
EFTA – European Fair Trade Association
- 36 -
Fair Trade in Europe 2001
In 1999 a national Fair Trade forum called
Commercio Equo” (General Assembly of Fair
Trade) was established. A “Charter of Criteria”
was signed by 120 organisations working in
Fair Trade in Italy, including the main importing
organisations and almost all the local shop
associations. The Charter, which was the
result of a two-year discussion process, lists all
the rules that the signatories should adhere to
when doing their Fair Trade business. Forum
members meet formally twice a year but have
an on-going open e-mail discussion process.
The Fair Trade Market in Italy
The Italian Fair Trade market continues to
grow.
Between 1997 and 1999 CTM altromercato
increased its turnover by 32% to €9.4m,
reflecting a 37% growth in the customer base.
Unfortunately data for the other importers are
not available.
The labelled market has also gone well, rising
from 1,350 outlets in 1998 to more than 2,600
outlets now carrying Fair Trade products. The
sales generated under labelled products
represent a net retail value of €6.7m.
Among the most prominent institutions to have
adopted Fair Trade coffee and tea are the bar
of the Italian Parliament and the FAO offices
(Food and Agriculture Organisation of the
United Nations) in Rome.
“Assemblea Generale del
Table 2.9 : Italy
Importing organisations
5+
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
Importing organisations
World shops association
World shops
TransFair
TOTAL
Volunteers in world shops + groups
Label
374
2,620 +
230 +
3,200 +
46 +
1
70
2.4
119 +
1,500 +
TransFair
Turnover, in 000 €
Importing organisations
World shops, net retail value
TransFair, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
TransFair
TOTAL
Public awareness of Fair Trade
knowledge of TransFair
Market shares, in %
TransFair coffee
TransFair tea
TransFair bananas
9,400 +
n.a.
6,700
16,100 +
Through the different lobbying activities and
against the background of rising consumer
awareness, the importance of Fair Trade is
beginning to be recognised in the political arena too.
In 1999 three regional parliaments (Lombardy, Emilia Romagna and Lazio)
passed resolutions and legal texts regarding Fair Trade. The national law
regarding international cooperation is currently under revision, and Fair Trade
organisations are campaigning to have Fair Trade included so that it will be
eligible for support from the official authorities.
The recent success of Fair Trade in Italy has persuaded most organisations of
the need for common criteria, monitoring, certification and strategy. The
signing of the common “Charter of Criteria” by all Fair Trade players is only the
EFTA – European Fair Trade Association
- 37 -
Fair Trade in Europe 2001
170 +
15
25
210 +
n.a.
0.1
0.7
1.2
first step. Now the challenge lies in making the document a reality and
evaluating the extent to which signatory organisations can live up to it.
It is hoped that this work will, before long, lead to a single projects/producers
selection and monitoring committee recognised by all Italian Fair Trade
organisations.
Many of the organisations involved see Fair Trade as only one part of a
broader political concept. Hence, they invest a lot of time in integrating Fair
Trade into a broader vision for the entire non-for profit sector, (including the
different strands of the social economy, co-operative movements,
associations, NGOS, and others).
EFTA – European Fair Trade Association
- 38 -
Fair Trade in Europe 2001
LUXEMBOURG
The Structure of Fair Trade in Luxembourg
Due to its location at the heart of Europe, bounded by three countries with
extensive Fair Trade networks, Luxembourg has never needed to develop
importing capacity of its own. Its world shops have traditionally bought goods
from Fair Trade importers in Belgium (Oxfam Wereldwinkels and Magasins du
Monde Oxfam) or Germany (gepa).
Luxembourg has a population of 420,000 and 5 world shops. The shops are
run exclusively by volunteers, an estimated 200 of them being actively
involved.
1992 saw the founding of the labelling organisation TransFair-Minka
Luxembourg. It has a broad basis of 19 member organisations from the Third
World solidarity, environmental, church, union and youth sectors. Since all the
world shops are also members of the organisation, TransFair-Minka has, for
many years, been a kind of national shops association as well. In 1999 the
shops formed a separate organisation “Arbechtsgrupp Drett-Welt-Butteker”
(Third World shops working group), which aims for better coordination of the
marketing activities of the shops at national level.
Through an annual expenditure of €50,000 on education and information
activities, TransFair-Minka has succeeded in raising awareness of Fair Trade
among the population. Because it sources products from neighbouring
countries the Luxembourgian market has had to accommodate both the Max
Havelaar and TransFair labels. While the former is found only on coffee, the
latter appears on all labelled products, i.e. coffee, cocoa/chocolate, tea,
sugar/sweets and bananas, and is therefore much better known.
Today Fair Trade products can be purchased in the world shops, the three
main supermarket chains (with more than 70 outlets) and in over 80 health
and wholefood shops throughout the country.
The Fair Trade Market in Luxembourg
The Luxembourg Fair Trade market reflects the small population. The net
retail value of the World shops is around €560,000.
Labelled coffee has achieved a market share of 3% of the national coffee
market. Bananas, launched in 1999, reached 4% in their first year and,
judging by first results from 2000, seem to be set for further growth. The net
retail value of goods sold under Fair Trade labels in Luxembourg amounts to
approx. €520,000.
EFTA – European Fair Trade Association
- 39 -
Fair Trade in Europe 2001
Luxembourg has three national Fair Trade
coffee licensees, of which two roast their
own blends.
However, the most
significant quantities are distributed by
Belgian, German and Dutch licensees.
A highlight of Fair Trade in Luxembourg is
the use of TransFair chocolate in seven
bakeries and in the traditional Santa
Claus gift bags provided by municipalities
for all schoolchildren - 40 % of these bags
contained TransFair chocolate products.
Chocolate was also the focus of a fortnight
of very successful public events in
November 2000. These were organised
with close cooperation between the
Ministry of Foreign Affairs, TransFairMinka, and the main chocolatiers of
Luxembourg.
A survey of public awareness of Fair
Trade in spring 1998 showed that 20% of
the population had an active awareness of
TransFair, and a further 10% had a passive
one.
EFTA – European Fair Trade Association
Table 2.10 : Luxembourg
Importing organisations
direct by shops
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
5
70 +
80 +
160 +
Importing organisations
World shops association
World shops
TransFair-Minka
TOTAL
Volunteers in world shops + groups
Not applicable
Not applicable
0
3
3
200
Label
TransFair +
Max Havelaar
Turnover, in 000 €
Importing organisations
World shops, net retail value
TransFair-Minka, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
TransFair-Minka
TOTAL
Public awareness of fair trade
knowledge of TransFair-Minka
Market shares, in %
TransFair-Minka coffee
TransFair tea
TransFair bananas
- 40 -
Not applicable
560
520
1,080
Not applicable
Not applicable
Fair Trade in Europe 2001
50
50
20 %
3.0
< 0.1
4.0
MALTA
The Structure of Fair Trade in Malta
Fair Trade has only recently arrived in Malta. Koperattiva Kummerc Gust
(Fair Trade Cooperative) was officially registered in 1996. In 1997 a shop was
opened in the capital La Valletta.
The Fair Trade products imported by
Koperattiva are mostly bought from
Italy (mainly from CTM altromercato),
but some are sourced directly from
producers in Kenya and Brazil.
Recently the group has become a
member of CTM altromercato.
Most sales are through one shop in La
Valletta and through mobile stalls in
different parishes, organised by the
same group. The annual turnover is
about €38,000 Euro.
All the work is done by 12 volunteers
and one part-time employee.
The Koperattiva sees itself as an
integral part of the wider Fair Trade
movement as is shown through its
links with IFAT, the International
Federation of Alternative Trade.
The Fair Trade Market in Malta
Fair Trade reaches only a very small
proportion
of
the
population.
Research on the prospects for Fair
Trade in Malta is being carried out in
the winter of 2000/01.
There are already plans to make Fair
Trade products available more widely,
through cooperation with other
handicraft outlets and by bringing
labelled coffee into the supermarkets.
EFTA – European Fair Trade Association
Table 2.11: Malta
Importing organisations
direct by shop
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
1
0
2+
3+
Importing organisations
World shops association
World shops
Labelling organisation
TOTAL
Volunteers in world shops + groups
Not applicable
Not applicable
0.5
Not applicable
0.5
12 +
Label
Not applicable
Turnovers, in 000 €
Importing organisations
World shops, net retail value
Label organisation, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
Label organisation
TOTAL
Public awareness of Fair Trade
knowledge of Fair Trade
Market shares, in %
Labelled coffee
Labelled tea
Labelled bananas
- 41 -
Not applicable
38
Not applicable
38
Not applicable
Not applicable
Not applicable
n.a.
n.a.
Not applicable
Not applicable
Not applicable
Fair Trade in Europe 2001
NETHERLANDS
The Structure of Fair Trade in the Netherlands
The Netherlands has one of the most mature Fair Trade markets in Europe
with a large number of importing organisations, a very dense network of world
shops and one of Europe’s biggest labelling organisations.
As such it has often served as a model for others. In the seventies, Fair Trade
Organisatie (or more correctly, its predecessor SOS Wereldhandel) helped to
build up Fair Trade organisations in neighbouring countries and in the nineties
the Max Havelaar Foundation became the model followed by labelling
initiatives all over the world.
Fair Trade Organisatie is by far the largest Fair Trade importer, accounting
for 63% of all sales made by the Dutch world shops. The organisation sources
products from 85 producer groups and its 100 employees service the Dutch
market with a broad range of food and handicraft products. Fair Trade
Organisatie runs six Fair Trade shops of its own and is currently embarking on
an important programme of franchising shops.
Fair Trade Organisatie is very active in education, information and lobbying.
Recent themes include the fight for better labour conditions in the football
stitching industry in Pakistan, building up pressure for a code of conduct in the
Dutch coffee sector and convincing public procurement officers of the
additional social value of Fair Trade.
The second largest importer De Evenaar, has a market share of about 10% in
the world shops, and concentrates on handicrafts rather than on food.
Both importers head a list of 27 certified Fair Trade suppliers which have been
officially recognised by the Dutch world shops association. Whereas the big
suppliers provide food and non-food products alike, the smaller ones focus
exclusively on handicrafts, many of them sourcing from only one or two
countries. Some of them are members of the NIVAH (Nederlandse Importeurs
Vereniging Alternatieve Handel), the Dutch Association of Fair Trade
Importers.
The first Dutch world shop opened in 1969. Today the Dutch World Shops
Association, the Landelijke Vereniging van Wereldwinkels (LVWW), has
400 member shops. The organisation has 9 employees and helps world
shops with sales development, public relations and political action. This
assistance is provided through courses, publication of material, advice on
shop management and on public relations, ready made advertisements for
local shops, hosting visits by producers from the South, supply of materials
and advice for campaigning, etc.
The shops are becoming more professional in their operations and a corporate
identity is being developed. 86% of the shops now use the same logo or a
slightly adapted form of it.
About 10% of the world shops have paid staff, representing approximately 22
f.t.e. employees. However, Fair Trade in the Netherlands would not be
EFTA – European Fair Trade Association
- 42 -
Fair Trade in Europe 2001
possible without the dedication of approximately 12,000 people working on
voluntary basis in the world shops and the groups.
The Stichting Max Havelaar, the Dutch
label organisation, has played a
pioneering role in opening supermarkets
to Fair Trade products. With the strength
of its 15 member organisations it has
been successful in placing the label on
coffee, tea, honey, cocoa/chocolate,
bananas, and, from September 2000, on
orange-juice as well.
More than 30
license contracts ensure that Fair Trade
labelled food products are now available
in 2,200 supermarkets all over the
country, (representing nearly 90% of all
the Dutch supermarkets).
There is no formal national forum for
cooperation between the different Fair
Trade players but there are many
irregular, less formal meetings and
contacts between the organisations.
The Fair Trade
Netherlands
Market
in
the
The two largest Fair Trade importers have
a turnover of €17.1m, Fair Trade
Organisatie accounting for over 90% of
this figure.
The World Shops network represents
€20.4m net retail value. Sales of food
products account for 36% of this amount.
The net retail value of products sold under
the Max Havelaar label is about €34m, of
which more than 80% is made outside
traditional Fair Trade outlets. Products
carrying the Max Havelaar label have a
market share of 2.7% (for coffee) and
over 4% (for bananas).
Table 2.12: The Netherlands
Importing organisations
27
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
Importing organisations
World shops association
World shops
Max Havelaar
TOTAL
Volunteers in world shops + groups
Label
400
2,200
2,800
5,800
111 +
9
22
10
152 +
12,000 +
Max Havelaar
Turnover, in 000 €
Importing organisations
World shops, net retail value
Max Havelaar, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
Max Havelaar
TOTAL
Public awareness of fair trade
knowledge of Max Havelaar
Market shares, in %
Max Havelaar coffee
Max Havelaar tea
Max Havelaar bananas
17,100 +
20,400
34,000
71,500 +
1,010 +
220
1,000
2,230 +
74 %
Many public institutions have switched to and stayed with Max Havelaar coffee
and tea. Many schools and the majority of Dutch municipalities serve and
consume Fair Trade hot drinks, as do many departments of Ministries and the
Dutch Parliament. Many companies now offer Fair Trade products in the
traditional “Kerstpaketten”, the Christmas packages that companies give their
employees at the end of each year.
EFTA – European Fair Trade Association
- 43 -
Fair Trade in Europe 2001
2.7
0.7
4.2
The success and popularity of Fair Trade in the Netherlands is confirmed by
market research showing that 74% of the Dutch population know what Max
Havelaar stands for (Trendbox, 1999). Active brand-awareness for the coffee
is 20%, with passive awareness at 90%. The respective figures for bananas
are 18% and 56%.
Being the focus of attention for many consumers and political decisionmakers, it is important that all Fair Trade players, particularly the world shops
(who are closest to the consumers) must continue to become more
professional.
Taking up this challenge, the Dutch world shops association LVWW is working
on a project called “Transformatie” (transformation), aimed at making the world
shops even more attractive to the public. To best serve the needs of
consumers in different locations, four different shop profiles have been
developed, based on market surveys and studies.
The profiles are now being tested by a small number of world shops that have
agreed to act as pilot shops. It is hoped that clarification of the identity and the
image of a shop will lead to better recognition of world shops, to more and new
customers and, last but not least, to higher sales figures.
EFTA – European Fair Trade Association
- 44 -
Fair Trade in Europe 2001
NORWAY
The Structure of Fair Trade in Norway
The network of specialised Fair Trade shops Norway suffered a heavy blow
with the closure of alternativ-handel (a large importing and retailing
organisation) in 1997. There is now no single big Fair Trade importer in
Norway. Some shops (like alternativ-handel in Bergen) also closed. Others
opted to go for different products and leave the Fair Trade market. Still others,
like the shop formerly run by Norwegian People‘s Aid in the centre of Oslo
survived as best they could. Most of them did so by revitalizing links that
some of them had had for many years with different countries in the South.
Today there is a small group of such shops, each importing handicrafts from
just one or two countries in the South. The shops are all private companies,
have only paid staff, cooperate closely and exchange products among
themselves. They also sell to other handicraft outlets such as gift or flower
shops.
At the heart of this cooperation is the Oslo shop taken over by the former
Norwegian People’s Aid Fair Trade project manager in 1998. It is now run as
a private business under the name Fairtrade Norse (see also under
www.fairtrade.no). A second shop in Oslo was due to open in winter
2000/2001, under the same name.
For the time being, the situation is very fluid. It is not yet clear whether this
group will become the nucleus of a future Norwegian world shops association,
or whether the owners will opt for staying outside the worldwide Fair Trade
movement.
Fair Trade in Norway was somewhat revitalized, when the Fair Trade label
organisation Max Havelaar Norway was launched in June 1997. This is the
only organisation in Norway to be fully integrated into the international Fair
Trade context.
To date, seven commercial importers have joined in and sell labelled coffee
through approximately 3,000 outlets in Norway, i.e. in nearly all the
supermarket chains. Labelled coffee has also had a strong impact on the
catering market and is today available in hot drink dispensers in many large
companies.
The Fair Trade Market in Norway
The net retail value of Fair Trade labelled coffee and tea (the latter being
negligible) amounts to about €190,000, and is growing.
Market research carried out by Norsk Gallup in February 1999 with a
representative sample of 1,000 persons showed unprompted knowledge of
Max Havelaar to be 6%, only 20 months after the label initiative was launched.
EFTA – European Fair Trade Association
- 45 -
Fair Trade in Europe 2001
Many of those who know the name have
not yet bought Max Havelaar coffee (the
survey concentrated only on this product).
Among those who did not know the name,
7% said they would probably buy the
product, when the significance of the label
explained. Almost 70% of respondents
said they would be prepared to pay a little
more for an environmentally and socially
friendly product.
In general, price
sensitivity was found to be rather low, taste
being by far the most important purchasing
criterion.
In the meantime it has been possible to win
over the Parliament, many of the
Norwegian Ministries, some universities,
and some local authorities to become
regular users of Fair Trade coffee.
Members of the parliament are being
lobbied for a national resolution on Fair
Trade.
The survey quoted above has shown that
there is plenty of scope for increasing Fair
Trade sales in Norway.
There appears to be an increasing
awareness and knowledge of Fair Trade
among consumers, the business world and
the authorities. This augurs well for Fair
Trade in Norway, provided that the Max
Havelaar Norway foundation can find the
resources to increase its information and
marketing activity.
EFTA – European Fair Trade Association
- 46 -
Table 2.13: Norway
Importing organisations
0
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
0
3,000
n.a.
3,000 +
Importing organisations
World shops association
World shops
Max Havelaar
TOTAL
Volunteers in world shops + groups
Not applicable
Not applicable
Not applicable
4
4
Not applicable
Label
Max Havelaar
Turnover, in 000 €
Importing organisations
World shops, net retail value
Max Havelaar, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
Max Havelaar
TOTAL
Public awareness of fair trade
Not applicable
Not applicable
190
190
Not applicable
Not applicable
knowledge of Max Havelaar
Market shares, in %
Max Havelaar coffee
Max Havelaar tea
Max Havelaar bananas
Fair Trade in Europe 2001
80
80
6%
0.3
< 0.1
Not yet
PORTUGAL
The Structure of Fair Trade in Portugal
Fair Trade has been promoted in Portugal by CIDAC (Centro de Informação e
Documentação Amilcar Cabral) in Lisbon since 1998. This has been
facilitated through CIDAC’s international networking with development NGOS
from other countries of Southern Europe.
On August 21, 1999 the first Portuguese
world shop “Loja de Comercio Justo” was
opened in the small city of Amarante, near
Porto, in Northern Portugal. It was the result
of, on the one hand, a strong impetus from
the MANIFesta‘98, a national fair on
development that took place in Amarante in
1998, and, on the other, the dedication of a
whole group of young people. It is supported
by the European Volunteers Service
Programme, the local Administration (which
offered space for free) and some companies,
(who provided free materials).
The world shop is located on the second floor
of a shopping centre. Products are sourced
from importing organisations in other
European countries, particularly Spain.
The shop is run by one employee and 3
volunteers and managed by the local
development association “Aventura Marao
Clube”.
It was expected to achieve a
turnover of about €20,000 in the first full year
of operation.
The Fair Trade Market in Portugal
Details of the market potential in Portugal are
not yet available.
But there are already plans to open more
world shops in the next three years. This
could be enough of a critical mass to
consider setting up both a coordinating
structure (a national world shops association)
and a Portuguese importer. The next world
shop will open in Porto in early 2001.
Table 2.14 : Portugal
Importing organisations
direct by shop
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
1
Not applicable
n.a.
1+
Importing organisations
World shops association
World shops
Labelling organisation
TOTAL paid
Volunteers in world shops + groups
Not applicable
Not applicable
1
Not applicable
1
3
Label
Not applicable
Turnovers, in 000 €
Importing organisations
World shops, net retail value
Label organisation, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
Label organisation
TOTAL
Public awareness of Fair Trade
knowledge of Fair Trade
Market shares, in %
labelled coffee
labelled tea
labelled bananas
Not applicable
20
Not applicable
20
Not applicable
Not applicable
Not applicable
n.a.
Not applicable
Not applicable
Not applicable
Not applicable
Building on experience from other countries, the people who are the driving
forces behind the project want to go further. They are already lobbying their
National Parliament, and are busy developing a common logo to serve as an
umbrella for all future Fair Trade activities.
EFTA – European Fair Trade Association
- 47 -
Fair Trade in Europe 2001
The way forward is being paved through awareness-raising activities like those
organised to coincide with the visit of Estelle, the Finnish Fair Trade sailing
ship, which docked in Lisbon in June 2000.
EFTA – European Fair Trade Association
- 48 -
Fair Trade in Europe 2001
SPAIN
The Structure of Fair Trade in Spain
The Spanish Fair Trade market is dominated by three big importing
organisations: Intermón, Alternativa 3 and Ideas. These three achieve more
than 70% of their turnover through world shops and Fair Trade groups.
Intermón, a member of the worldwide Oxfam family, is a development NGO
with a long history of activism in Spain on Third World issues. In the early
nineties it launched a small Fair Trade operation that has quickly expanded to
become the largest Fair Trade importer in Spain, with 20 employees. 75% of
Intermón’s turnover is generated through sales in its own twelve world shops.
The organisation also supplies 50 independent shops. More than 80% of the
turnover is in handicrafts.
Alternativa 3, based near Barcelona, has a stronger focus on food, especially
on coffee, which represents 31% of its turnover. It sells through its own shop
and delivers Fair Trade goods to the other independent Spanish world shops
and to many church groups.
Ideas has an even stronger emphasis on food. It also sells mainly to world
shops and solidarity groups, 15 of the shops being franchise partners of the
importing body under the registered trademark “tiendas de solidaridad “
(solidarity shops).
There are also a few smaller importing organisations, like Sodepaz,
Mercadeco, and Equimercado, and it seems that more, even very small
groups, are starting up new Fair Trade businesses. One of the latest
newcomers is Solidaridad Internacional, an important development NGO,
which began trading in late 1998. They hope that, with their considerable
awareness-raising efforts, they will make their Fair Trade activities selfsustaining within two years.
The first two Spanish world shops were opened in 1986. Today Spain has
more than 60 world shops or “solidarity shops”. They are well distributed on
mainland Spain as well as having a presence on the islands of Mallorca,
Menorca and the Canary Islands. Since 1996 the shops have cooperated
more closely within the “Comisión de Tiendas de Comercio Justo” (World
Shops Commission), a commission set up by the national Fair Trade forum.
Among other things, this has led to the rapid spread of the “Justice here” logo.
In recognition of the multi-lingual situation of Spain, this logo has four different
language versions.
Spanish world shops have a variety of styles, reflecting their different
backgrounds and the particular importer with which they are associated.
Whereas all the Intermón shops have an easily recognisable identity, the
Ideas franchise shops have greater freedom to make their own decisions
about furnishings and the presentation of products.
EFTA – European Fair Trade Association
- 49 -
Fair Trade in Europe 2001
About 1,500 volunteers are active within the Spanish Fair Trade network,
working in shops and selling through solidarity groups. The world shops also
provide the equivalent of approximately 40 full-time jobs. These figures have
changed little in the last few years.
Spain does not yet have a labelling
organisation, but the issue is under
consideration.
A national forum of the most important Fair
Trade players was established in 1996.
The Coordinadora de Organizaciones de
Comercio Justo (Coordination of Fair
Trade Organisations) has a membership of
twenty-seven Fair Trade organisations,
including importers, wholesalers, retailers,
as well as important development NGOs
like SETEM. The main objective is to better
coordinate the work of the different players
and to raise the profile of Fair Trade in
Spain. One of the first decisions of the
Coordinadora was to initiate discussions on
a Fair Trade labelling scheme in Spain.
Reflecting this national model, a small
number of regional coordinadoras have
been set up. These local fora work to the
same criteria as the national one and aim
for higher Fair Trade impact through
fostering local cooperation on special
occasions, such as Christmas and
European World Shops Day.
The Fair Trade Market in Spain
Table 2.15: Spain
Importing organisations
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
Importing organisations
World shops association
World shops
Label organisation
TOTAL
Volunteers in world shops + groups
11 +
62
23 +
500 +
580 +
39 +
0
40
Not applicable
79 +
1,500
Label
Not yet
Turnover, in 000 €
Importing organisations
World shops, net retail value
Label organisation, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
Label organisation
TOTAL
Public awareness of Fair Trade
knowledge of Fair Trade
Market shares, in %
labelled coffee
labelled tea
labelled bananas
Currently the three largest Fair Trade
importers have a joint turnover of about
€3.8m. These sales are mainly achieved
through the world shops and solidarity
groups. Food products have continued to
increase their market share and the once
dominant handicraft sector now accounts
for only 54% of sales.
Further expansion of the food sector is expected when the Fair Trade label is
launched.
3,800
n.a.
Not applicable
3,800 +
280 +
n.a.
Not applicable
280 +
Not applicable
Not applicable
Not applicable
Not applicable
In the meantime the joint efforts of the Coordinadora members are showing
various positive results. Several Fair Trade related resolutions have been
passed at local, regional and national level. The challenge now is to make
certain that they are acted upon.
EFTA – European Fair Trade Association
- 50 -
Fair Trade in Europe 2001
With many political activities at a regional level (such as a Fair Trade day in
the Regional Parliament of Galicia) it has been possible to convince prominent
institutions to switch to Fair Trade coffee and tea. These include the Regional
governments of Catalonia and of the Balearic Islands as well as the
Universidad Autónoma of Barcelona.
Fair Trade is gaining increasing media attention in Spain. It is no longer
exceptional to hear TV interviews on the issue or to read about it in leading
national papers and magazines. Nevertheless, the concept still remains
relatively unknown among consumers and Fair Trade products are still hard to
find in many places.
In this dynamic environment the Coordinadora has brokered an agreement
among the main Fair Trade players on priorities for the years 1999 to 2002.
These priorities are: development of a code of conduct for all Fair Trade
organisations, identifying and classifying the organisations, researching the
opportunities and implications of a Fair Trade label, and the creation of a
Permanent Observatory, a kind of expert panel acting as external observers to
monitor further developments.
EFTA – European Fair Trade Association
- 51 -
Fair Trade in Europe 2001
SWEDEN
The Structure of Fair Trade in Sweden
Sweden has three major Fair Trade importing organisations, of which
Sackeus is by far the largest. The organisation deals mostly, although not
exclusively with food products. Coffee alone accounts for 60% of its turnover.
It supplies the world shops, but its main customer base is a wide network of
over a 1,000 mostly church-related groups all over Sweden.
The other two smaller importers are Alternativ Handel in Göteborg and North
& South Exchange. Both sell a wide range of food-products and handicrafts
to the world shops and to active groups. Each also has one shop of its own.
The Swedish World Shops Association Världsbutikerna for Rättvis Handel
has 22 full members - almost all the world shops in Sweden. Most of the work
of the shops is done by an estimated 500 volunteers, there being very few
paid staff.
Although there have been world shops in Sweden for over 30 years, they have
only began to meet together on a regular basis in 1997. This cooperation was
facilitated by way of a 3-year development programme called “Network for Fair
Trade”, financed jointly by the European Union and the Swedish development
agency SIDA.
Most members now use the name “Världsbutik” (world shop) and the common
logo on all their communications. Although some shops have closed down in
recent years, new shops have opened and some established shops have
moved to better locations. Most world shops have increased their turnovers.
Distances in Sweden tend to preclude much joint campaigning. Cooperation
is generally restricted to working together within the European-wide
campaigns promoted by NEWS!, the Network of European World Shops. In
March 2000 the Swedish association hosted the bi-annual European
conference of World Shops.
The Fair Trade label organisation Föreningen för Rättvisemärkt was set up
in 1996, embracing a large coalition of church organisations, the two largest
unions, consumer associations and foreign aid institutions. Today, Fair Trade
labelled coffee, tea, cocoa/chocolate and bananas are found in about 750
supermarkets all over the country.
The Fair Trade Market in Sweden
The largest importer Sackeus has a turnover of about €1.7m worth of net retail
value. Alternativ Handel contributes another €200,000 to the total.
The 22 world shops account for a joint retail value of about €640,000, 70% of
which is through sales of handicrafts.
EFTA – European Fair Trade Association
- 52 -
Fair Trade in Europe 2001
A major problem for World Shops is the available product range, since
customers (and hence the shops) tend to keep making new demands.
Because the importing organisations often find it difficult to respond to this
demand, some shops opt for direct relationships with Fair Trade importers in
other European countries, like in the Netherlands.
The biggest slice of the Fair Trade market in Sweden is taken up by sales
under the Rättvisemärkt label.
The
estimated net retail value amounts to Table 2.16: Sweden
€3.4m. The market share is currently 0.8%
for both coffee and tea and 1.8% for Importing organisations
Sales Outlets
bananas.
A small consumer awareness study was
carried out in April 2000 at the
Centralstation in Stockholm. Of the 108
respondents, 20% recognized the label and
13% knew what it stood for. 94% of those
interviewed said they would be prepared to
pay more for products produced under
acceptable working conditions, 82% of
them being ready to pay an extra 10%, and
28% being willing to accept prices as much
as 20% higher. Only further research will
show whether these limited results hold
good for the whole of the Swedish
population.
3+
World Shops
Supermarkets
Other
TOTAL
Paid staff (full-time equivalent)
22
750 +
1,000 +
1,770 +
Importing organisations
World shops association
World shops
Rättvisemärkt
TOTAL
Volunteers in world shops + groups
10 +
2
n.a.
3.5
15 +
2,500 +
Label
Rättvisemärkt
Turnover, in 000 €
Importing organisations
World shops, net retail value
Rättvisemärkt, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
Rättvisemärkt
TOTAL
Public awareness of Fair Trade
The Ministry of the Environment and the
Swedish
International
Development
Cooperation Agency (SIDA) are among the
most prominent users of Fair Trade
labelled coffee in Sweden.
These
institutions will almost certainly be followed
by many others, since the label
organisation is embarking on a new
campaign called “Rättvisemärkt at your
workplace”. More than 140 so-called “Fair
Trade ambassadors” will attempt to knowledge of Rättvisemärkt
convince companies and their employees Market shares, in %
Rättvisemärkt coffee
to switch to drinking Fair Trade coffee.
1,900 +
640
3,400
5,940 +
Rättvisemärkt tea
Rättvisemärkt bananas
The massive media presence of the
Rättvisemärkt seems to be having positive
knock-on effects for world shops as well, as is evident from the recent increase
in requests for information about how to set up a new world shop.
One of the challenges for the label organisation is to introduce further labelled
products, in response to demands from both consumers and retailers.
Another issue is the need to combine Fair Trade criteria with the ecological
EFTA – European Fair Trade Association
- 53 -
Fair Trade in Europe 2001
90
140
70
300
13 %
0.8
0.8
1.8
demands of consumers, since more and more people demand products that
have both organic and fair trade certification.
EFTA – European Fair Trade Association
- 54 -
Fair Trade in Europe 2001
SWITZERLAND
The Structure of Fair Trade in Switzerland
The largest Swiss importing organisation is claro fair trade AG. Being the
result of the merger of the former OS3 (Organisation Switzerland-Third World)
with some regional associations of world shops, claro is not only an importing
organisation but has a strong network of franchised shops all over Germanspeaking Switzerland. claro offers a vast assortment of 1,200 products,
including many foods, a broad range of handicrafts as well as bio-cosmetics
from Switzerland. The organisation is well known to consumers all over
Europe for its state-of-the art chocolate product line called Mascao.
The second largest importer, Caritas Fairness, sources from 80 producer
groups in 30 countries and has an emphasis on handicraft products. The
organisation runs two Unica-shops (no food products) and five more Caritas
Fairness Shops.
Other smaller importers, such as gebana, Terr’espoir, Kalebasse, Helvetas,
play only minor roles.
The claro shop formula “claro-Weltläden” is a very well developed franchise
model, following the pattern of franchises in normal retail businesses. More
than 135 shops have already committed themselves to strict criteria regarding
their location and size, their opening hours, a corporate design and joint
promotion activities.
There are a further 125 world shops which have not signed the franchise
contract, but which are also regular claro customers.
Many of the shops pay a small allowance to shop staff. Nearly 1,200 people
benefit from this scheme, and a further 1,900 volunteers are involved in
keeping the shops running.
The Association Romande des Magasins du Monde (French-speaking
Association of World Shops) occupies a second Swiss seat within the NEWS!Network of European World Shops,
About 1,000 volunteers run 44 world shops in French-speaking Switzerland.
They get most of their products from claro and are supported in their work by a
small number of employees of the association.
Reflecting the multi-lingual situation in Switzerland there are also a few Italianspeaking shops, forming part of the claro shop family and but also maintaining
close ties with the Italian world shops association.
Max Havelaar Switzerland, the Swiss labelling organisation, was founded in
1992. With a significant commitment from the largest Swiss development
NGOs at the beginning, and with financial support from the Swiss federal
government department for external affairs, the organisation is one of the big
Fair Trade successes.
EFTA – European Fair Trade Association
- 55 -
Fair Trade in Europe 2001
From the very beginning the two largest Swiss food retailing chains, Migros
and Co-op (who together represent more than 75% of the Swiss food retailing
market), have been keen to have Fair Trade labelled products on their
shelves. This very broad distribution has led to huge popularity of the Fair
Trade concept in Switzerland.
As a result, Max Havelaar has, to date, been able to sign more than 60 license
contracts. Currently, labelled coffee, cocoa/chocolate, honey, bananas,
orange-juice, sugar/sweets and tea may be purchased in more than 2,100
supermarkets all over the country.
A national forum on Fair Trade was founded
in March 1999 under the name of SFHH Schweizer Forum Fairer Handel (Swiss
Forum on Fair Trade), with the aim of
strengthening cooperation in the field,
enabling a regular exchange of information
and coordinating all Fair Trade related
activities. Among the members are claro, the
Association Romande des Magasins du
Monde, Max Havelaar, gebana, and the most
important Swiss development NGOs.
The Fair Trade Market In Switzerland
For three years, claro’s turnover has
remained stable at about €8.3m per annum.
Caritas Fairness accounts for a further
€1.8m, giving the two largest importers joint
sales of over €10.1m.
Market penetration of Max Havelaar labelled
products is one of the highest in Europe.
Coffee, orange-juice, tea and honey have
between 3.0 and 4.3% each and the topselling Fair Trade bananas have an
unprecedented 15% market share. This
commercial success has meant that the
Swiss Max Havelaar Foundation is largely
independent of any outside finance other
than its license fees.
The latest available market research dates
back to 1998. It found that 60 % of the Swiss
population were well aware of the Max
Havelaar label. New research was due to be
published in early 2001.
Table 2.17 : Switzerland
Importing organisations
6+
Sales Outlets
World Shops
Supermarkets
Others
TOTAL
Paid staff (full-time equivalent)
300 +
2,100 +
360 +
2,760 +
Importing organisations
World shops associations
World shops
Max Havelaar
TOTAL
Volunteers in world shops + groups
33 +
4+
n.a.
7
44 +
2,900 +
Label
Max Havelaar
Turnovers, in 000 €
Importing organisations
World shops, net retail value
Max Havelaar, net retail value
TOTAL
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop associations
Max Havelaar
TOTAL
Public awareness of Fair Trade
knowledge of Max Havelaar
Market shares, in %
10,100 +
n.a.
40,900
51,000 +
Max Havelaar coffee
Max Havelaar tea
Max Havelaar bananas
Prominent organisations drinking Fair Trade
coffee include several government departments (at both regional and national
levels), Swissair airline and the International Committee of the Red Cross.
EFTA – European Fair Trade Association
- 56 -
Fair Trade in Europe 2001
110
30 +
280
420 +
60 %
3.0
4.0
15.0
Some regional authorities have issued recommendations to consider Max
Havelaar labelled coffee for their canteens.
In a situation like the Swiss one, where Fair Trade product distribution is
approaching optimum levels, the challenge seems to lie, not so much in
continued growth, as in safeguarding the position already attained. All players
agree that product quality is increasingly the cornerstone of future success.
Another important issue is the growing consumer demand for Fair Trade
products that are also certified as organic.
EFTA – European Fair Trade Association
- 57 -
Fair Trade in Europe 2001
UNITED KINGDOM
The Structure of Fair Trade in the United Kingdom
The two largest importing organisations are Traidcraft and the Oxfam Fair
Trade Company, each of them employing over a 100 people. Smaller
importers include Shared Earth and Equal Exchange. Some, like the One
World Shop in Edinburgh are single shops.
Two other organisations merit special mention. Twin Trading imports only
coffee most of which it sells to cafédirect, a consortium jointly owned by
Twin, Traidcraft, Oxfam and Equal Exchange. In association with Christian Aid
and Comic Relief (both NGOs) it also launched the Day Chocolate Company
to market Divine chocolate. The Body Shop runs a community-trade
department and sources impressive volumes of materials from producers in
the South under Fair Trade conditions. Although the Body Shop per se is not
a Fair Trade organisation, the Body Shop Foundation shares the values of Fair
Trade and is therefore a member of IFAT, the International Federation of
Alternative Trade.
Traidcraft has an extensive network of Fair Traders, who are, local voluntary
representatives. They buy products and sell them on at stalls in their
churches, workplaces, and neighbourhoods or to friends and family members.
There are currently about 4,500 Traidcraft Fair Traders, whose sales account
for 60% of Traidcraft’s turnover. A further 25% of sales are accounted for
equally between mail order catalogue customers and sales to independent
world shops.
In addition to its role as a major importer, Traidcraft is involved in political
lobbying; corporate social responsibility; company reporting; and ethical
investment issues. The effectiveness of its work on small enterprise
development in the South has been amplified by its development of a growing
network of in-country partner organisations. Seven such organisations have
already been established to deliver services to the growing number of
producer groups with which they are linked. Traidcraft works with the partner
organisations to enhance the services they provide to producers as well as to
strengthen the organisations themselves through provision of training and
development opportunities.
Oxfam Fair Trade buys products from over 170 producer groups worldwide
and sells most of them through its own network of Oxfam shops. Of the nearly
850 Oxfam shops more than 320 stock Fair Trade products, mostly alongside
donated clothing and household items. Fair Trade sales in these shops
account for 82 % of Oxfam Fair Trade’s turnover.
In larger towns and cities, Oxfam also currently has fourteen specialised Fair
Trade shops. They offer the full range of available Fair Trade products,
whereas the other shops sell only a limited number of lines or none.
The shops are largely dependent on volunteers. There are around 21,000
volunteers in the whole Oxfam shop network. As a very rough estimate, 5,000
of them could be presumed to be involved in selling Fair Trade goods.
EFTA – European Fair Trade Association
- 58 -
Fair Trade in Europe 2001
The organisation draws on the synergistic effect of being part of the worldwide
Oxfam framework. It relies heavily on Oxfam’s South-based experts for
producer contacts and product development and on the UK offices for lobbying
and campaigning purposes in Britain.
Handicrafts represent over 70% of the organisation’s turnover. This differs
sharply from Traidcraft, where handicraft products account only for 20% of
sales.
Apart from the Oxfam shops selling Fair Trade products, there are some 75
other independent world shops in Britain today. Many of them belong to the
British Association for Fair Trade Shops
(BAFTS). The association currently has 51
members, some having more than one Table 2.18 : United Kingdom
shop. Following the recent closure of a
6+
number of shops, membership is now rising Importing organisations
Sales Outlets
again.
World Shops
400 +
BAFTS was established in 1995 and
Supermarkets
3,100 +
operates with an annual budget of under
Others
4,770 +
€10,000.
The number and scope of
TOTAL
8,270 +
services and support that can be provided
for members is therefore restricted. The Paid staff (full-time equivalent)
organisation hopes to obtain external
Importing organisations
233 +
funding in the near future. The association
World shops association
0
publishes a UK Directory of Fair Trade
World shops
(BAFTS) 120
Importers, which is updated regularly.
Fairtrade Foundation
6
The work of the association is all done by
volunteers. At shop level, 500 volunteers
cooperate with more than 220 paid staff
(120 f.t.e.)
The British label organisation, the Fairtrade
Foundation, was created in 1994 to bring
Fair
Trade
products
into
British
supermarkets. The foundation has, to date,
signed 39 contracts with licensees for
coffee, tea, cocoa/chocolate, bananas,
honey and sugar/sweets. Products bearing
the organisation’s Fairtrade mark are now
available in more than 3,100 supermarkets.
In the absence of a formalized national
forum, the Fairtrade Foundation has played
a limited role in bringing together many of
the Fair Trade players and interested
parties. The recently established IFAT UK
Leaders Forum is an informal organisation
comprising chief executives of the major
UK Fair Trade organisations (the Fairtrade
EFTA – European Fair Trade Association
- 59 -
TOTAL
Volunteers in world shops + groups
Label
359 +
10,000
Fairtrade Mark
Turnover, in 000 €
Importing organisations
World shops, net retail value
Fairtrade Found., net retail value
TOTAL turnover
Expenditure on
Education/PR/marketing,
in 000 €
Importing organisations
World shop association
Fairtrade Foundation
TOTAL
Public awareness of Fair Trade
24,600 +
(BAFTS)
8,400
36,600
69,600 +
2,100
n.a.
870
2,970 +
knowledge of Fairtrade Mark
Market shares, in %
16 %
Fairtrade Foundation coffee
Fairtrade Foundation tea
Fairtrade Foundation bananas
1.5
<1.0
<1.0
Fair Trade in Europe 2001
Foundation, BAFTS and all UK members of IFAT). It will discuss and address
common areas of concern in the development of Fair Trade in the UK, engage
with other networks, and impact upon international debate.
The Fair Trade Market in the United Kingdom
The combined sales figures of Traidcraft, Oxfam Fair Trade, Equal Exchange
and One World Shop are in excess of €24.6m.
The members of BAFTS have a total net retail value of approximately €8.4m.
The shops are very dependent on handicraft sales, which account for 70% of
their turnover.
Products sold under the Fairtrade mark have a net retail value of around
€36.6m and thus account for a substantial portion of the British Fair Trade
market
As the market shares for Fair Trade coffee and tea, (the leading products),
remain at 1.5% and less than 1% respectively, there is still a huge potential for
growth.
This is confirmed by the results of market research conducted by the Fairtrade
Foundation in February 1999 with a sample of 1,996 adults. It found that 12%
of the public correctly associated the Fairtrade mark with “a better deal for
Third World producers”, knowledge of the concept being higher among people
with higher educational status.
The survey indicated that 3% of the population are already committed to
buying Fair Trade products, 13% had bought at least one product during the
past year. When the concept underlying the Fairtrade mark was explained,
68% said that they would like to buy these products.
A repetition of the same survey in May 2000 found a thirty three per cent
increase in the number of people who now knew what the Fairtrade mark
stands for. This increase probably stems from a tremendously successful Fair
Trade Fortnight in March 2000. During that campaign hundreds of local
groups targeted members of the public with materials, tastings and other
activities in Fair Trade related events around Britain.
About thirty local authorities have passed Fair Trade resolutions. Institutions
using Fair Trade products include many local councils, the New Mayor of
London Offices (Romney House), the Department for Trade and Industry
(DTI), as well as the Scottish Parliament and the House of Commons (where
Fair Trade beverages are available as an option).
It is generally agreed that major Fair Trade issues to be addressed are as
follows: building links between organic and Fair Trade product marketing;
widening the focus from food alone; tackling the public’s growing confusion
between Fair Trade, ethical trade and cause-related marketing. All agree that
these issues can only be successfully dealt with within a framework of close
cooperation.
EFTA – European Fair Trade Association
- 60 -
Fair Trade in Europe 2001
PART THREE:
ANNEXES
Annex 1: List of references – addresses
Annex 2: Fair Trade websites
Annex 3: Summary table
Annex 4: Notes on the summary table
Annex 5: International membership lists
Annex 6: Mapping Fair Trade in Europe
6a: Number of world shops
6b: Supermarkets selling Fair Trade products
6c: Paid staff in Fair Trade
6d: Volunteers in Fair Trade
6e: Turnover importing organisations
6f: Turnover world shops
6g: Turnover label organisations
EFTA – European Fair Trade Association
- 61 -
Fair Trade in Europe 2001
ANNEX 1
LIST OF REFERENCES – ADDRESSES
(F) FLO members (I) IFAT members (N) NEWS! members (E) EFTA members
(Q) questionnaire returned
AUSTRIA
BELGIUM
(N) (Q) Arge Weltläden
Viehgatter 23
A-6800 Feldkirch
Tel: (+43) 5522 78079
Fax: (+43) 5522 78079
E-mail: [email protected]
Website: www.weltlaeden.at
Contact: Barbara Kofler
(I) (N) (E) Magasins du Monde - Oxfam
7a, Rue E. Michiels
B-1180 Bruxelles
Tel: (+32) 2 3320110
Fax: (+32) 2 3321888
E-mail: [email protected]
Website: www.mdmoxfam.be
Contact: Denis Lambert
(Q) Eine-Welt-Handel
Depotstraße 2
A-8712 Niklasdorf
Tel: (+43) 3842 83468
Fax: (+43) 3842 83227
E-mail: [email protected]
Website: www.eine-welt-handel.com
Contact: Karl Pirsch
(F) (Q) Max Havelaar Belgie / Belgique
Rue d’Alost 7/11
B-1000 Brussels
Tel: (+32) 2 2133620
Fax: (+32) 2 2133621
E-mail: [email protected]
Website: www.maxhavelaar.be
Contact: Luc de Weerdt
(I) (E) (Q) EZA Dritte Welt
Plainbachstrasse 8
A-5101 Bergheim
Tel: (+43) 662 452178
Fax: (+43) 662 452586
E-mail: [email protected]
Website: www.eza3welt.at
Contact: Andrea Schlehuber
(Q) Maya Fair Trading
Rue du Mont, 13
B-4130 Esneux
Tel: (+32) 4 3800618
Fax: (+32) 4 3804599
E-mail: [email protected]
Website: www.maya.be
Contact: Benoit Olivier
(F) (Q) TransFair Austria
Wipplingerstr. 32
A-1010 Wien
Tel: (+43) 1 5330956
Fax: (+43) 1 5330956-37
E-mail: [email protected]
Website: www.transfair.or.at
Contact: Helmut Adam
(I) (N) (E) (Q) Oxfam Wereldwinkels
Ververystraat 15-17
B-9000 Gent
Tel: (+32) 9 2188899
Fax: (+32) 9 2188877
E-mail: [email protected]
Website: www.oww.be
Contact: Marc Bontemps
EFTA – European Fair Trade Association
- 62 -
Fair Trade in Europe 2001
DENMARK
FINLAND
(I) (Q) Butik Salam
Østre Stationsvej 42.1
DK-5000 Odense C
Tel: (+45) 66 130045
Fax: (+45) 66 139045
E-mail: [email protected]
Website: www.salam.dk
Contact: Martin Pedersen
(N) Maailmankauppojen Liitto ry
Kirkkotie 6-10
FIN - 20540 Turku
Tel: (+358) 2 2374990
Fax: (+358) 2 2371670
E-mail: [email protected]
Website: www.maailmankaupat.fi
Contact: Jaana Wellenius
(N) (Q) FairNet
c/o Butik Salam
Skindergade 24
DK-1159 Copenhagen K
Tel: (+45) 33 919090
Fax: (+45) 33 919097
E-mail: [email protected]
Website: n.a.
Contact: Sigrid Jensen
(F) (Q) Reilun kaupan edistämisyhditys ry.
Siltasaarenkatu 15
00530 Helsinki
Tel: (+358) 9 7268 6630
Fax: (+358) 9 7262102
E-mail: [email protected]
Website: www.reilukauppa.fi
Contact: Lasse Kosonen, Tuulia Syvanen
FRANCE
(F) (Q) Max Havelaar Denmark
c/o FKN, Nørregade 13
DK-1165 Copenhagen K
Tel: (+45) 33 111345
Fax: (+45) 33 111347
E-mail: [email protected]
Website: www.maxhavelaar.dk
Contact: Nina Schiøtz
(N) (Q) Artisans du Monde
3., rue Bouvier
F-75009 Paris
Tel: (+33) 1 4372 3737
Fax: (+33) 1 4372 3637
E-mail: [email protected]
Website: www.globenet.org/artisans-du-monde
Contact: Anne Francoise Taisne
(I) (Q) U-Landsimporten
Rolstrupbakken 6
DK-7900 Nykobing Mors
Tel: (+45) 97 725788
Fax: (+45) 97 725354
E-mail: [email protected]
Website: www.u-landsimporten.dk
Contact: Mogens Thomsen
(F) (Q) Max Havelaar France
41, Rue Emile Zola
F-93107 Montreuil
Tel: (+33) 1 4287 7021
Fax: (+33) 1 4870 0768
E-mail: [email protected]
Website: www.maxhavelaarfrance.org
Contact: Simon Pare
(Q) U-Landsforeningen Svalerne
Rosensgade 24
DK - 8000 Aarhus C
Tel: (+45) 8612 9701
Fax: (+45) 8612 9704
E-mail: n.a.
Website: n.a.
Contact: Paul Kristensen
EFTA – European Fair Trade Association
(E) (Q) Solidar'Monde
86, rue Berthie Albrecht
F-94400 Vitry s/Seine
Tel: (+33) 1 4573 6543
Fax: (+33) 1 4573 6542
E-mail: [email protected]
Website: www.solidarmonde.fr
Contact: Bernard de Boischevalier
- 63 -
Fair Trade in Europe 2001
GERMANY
GREECE
(I) (Q) dritte-welt partner
Deisenfangstrasse 31
D- 88212 Ravensburg
Tel: (+49) 751 3615521
Fax: (+49) 751 3615533
E-mail: [email protected]
Website: www.dritteweltpartner.de
Contact: Thomas Hoyer
(Q) Cosmos Art
6, Agiou Thoma Str.
11527 Athens
Tel: (+ 30) 1 7482509
Fax: (+ 30) 1 7718828
E-mail: [email protected]
Website: n.a.
Contact: Sophia Gerogiannaki
(I) (Q) El Puente
Hildesheimer Strasse 59
D-31177 Harsum-Asel
Tel: (+49) 5127 988600
Fax: (+49) 5127 98860-28
E-mail: [email protected]
Website: www.el-puente.de
Contact: Martin Moritz
IRELAND
(N) (Q) Association of Fair Trade Shops in Ireland
c/o World Development Centre
3 Vulcan Street
Waterford, Ireland
Tel: (+353) 51 873064
Fax: (+353) 51 873979
E-mail: [email protected]
Website: n.a.
Contact: Lucy Whittle
(I) (E) (Q) GEPA
Gewerbepark Wagner
Bruch 4
D-42279 Wuppertal
Tel: (+49) 202 266830
Fax: (+49) 202 2668310
E-mail: [email protected]
Website: www.gepa3.de
Contact: Tom Speck
(F) (Q) Fairtrade Mark Ireland
Carmichael House
North Brunswick Street
Dublin 7
Tel: (+353) 1 4753515
Fax: (+353) 1 4753515
E-mail: [email protected]
Website: www.fair-mark.org
Contact: Peter Gaynor
(F) (Q) TransFair Germany
Remigiusstr. 21
D-50937 Köln
Tel: (+49) 221 9420400
Fax: (+49) 221 94204040
E-mail: [email protected]
Website: www.transfair.org
Contact: Claudia Zöll, Wolfgang Commenda
(I) (Q) Oxfam Ireland
52-54 Dublin Road
Belfast, BT2 7HN
Tel: (+44) 28 9023 0220
Fax: (+44) 28 9023 7771
E-mail: [email protected]
Website: www.oxfamireland.org
Contact: Margaret Carr
(N) (Q) Weltladen-Dachverband
Hindenburgplatz 2
D-55118 Mainz
Tel: (+49) 6131 6890780
Fax: (+49) 6131 6890799
E-mail: [email protected]
Website: www.weltlaeden.de
Contact: Markus Frieauff
EFTA – European Fair Trade Association
Dublin Office:
9 Burgh Quay
Dublin 2
Tel: (+ 353) 1 6727662
Fax: (+ 353) 1 6727680
E-mail: [email protected]
- 64 -
Fair Trade in Europe 2001
ITALY
NETHERLANDS
(N) (Q) Associazione Botteghe del Mondo
Via Ferrari Bonini n.3
I-42100 Reggio Emilia
Tel: (+39) 0522 541914
Fax: (+39) 0522 541914
E-mail: [email protected]
Website: www.assobdm.it
Contact: Marco Foracchia, Andrea Ferrari
(I) (Q) De Evenaar
Bergstraat 18
NL-5298 VK Liempde
Tel: (+31) 411 632113
Fax: (+31) 411 631824
E-mail: [email protected]
Website: www.de-evenaaar.nl
Contact: Huub Bosse
(I) (E) (Q) CTM altromercato
Via Macello 18
I-39100 Bolzano
Tel: (+39) 0471 975333
Fax: (+39) 0471 977599
E-mail: [email protected]
Website: www.altromercato.it
Contact: Heini Grandi
(I) (E) (Q) Fair Trade Organisatie
Beesdseweg 5
P.O. Box 115
NL-4100 AC Culemborg
Tel: (+31) 345 545151
Fax: (+31) 345 521423
E-mail: [email protected]
Website: www.fairtrade.nl
Contact: Stefan Durwael
(F) (Q) TransFair Italy
Passaggio De Gasperi 3
I-35131 Padova
Tel: (+39) 049 8750823
Fax: (+39) 049 8750910
E-mail: [email protected]
Website: www.equo.it
Contact: Tatjana Bassanese
(N) (Q) Landelijke Vereniging van Wereldwinkels
Catharijnesingel 82
NL-3511 GP Utrecht
Tel: (+31) 30 2316312
Fax: (+31) 30 2300440
E-mail: [email protected]
Website: n.a.
Contact: Erika Spil
LUXEMBOURG
(F) (Q) Stichting Max Havelaar
Postbus 1252
NL-3500 BG Utrecht
Tel: (+31) 30 2337070
Fax: (+31) 30 2332992
E-mail: [email protected]
Website: www.maxhavelaar.nl
Contact: Hans Bolscher
(F) (Q) TransFair-Minka Luxemburg
13, Rue de la Gare
L-5353 Oetrange
Tel: (+352) 350762
Fax: (+352) 2635 0112
E-mail: [email protected]
Website: n.a.
Contact: Anne Jacoby, Jean-Louis Zeien
NORWAY
MALTA
(F) (Q) Max Havelaar Norway
Storgaten 11
0155 Oslo
Tel: (+47) 22 2301 0330
Fax: (+47) 22 2301 0331
E-mail: [email protected]
Website: www.maxhavelaar.no
Contact: Gunnar Ödegaard
(I) (Q) Koperattiva Kummerc Gust
306, Triq San Pawl
Valletta
Tel: (+356) 244865
Fax: n.a.
E-mail: [email protected]
Website: n.a.
Contact: Vince Caruana
EFTA – European Fair Trade Association
- 65 -
Fair Trade in Europe 2001
PORTUGAL
(Q) CIDAC
R. Pinheiro Chagas, 77 - 2 Esq.
1069-069 Lisboa
Tel: (+351) 21 3172860
Fax: (+351) 21 3172870
E-mail: [email protected]
Website: homepage.esoterica.pt/~cidac/index.html
Contact: Joao Nicolau
(I) (Q) Solidaridad Internacional
Marqués de Urquijo 41, 1 Ext.
28008 Madrid
Tel: (+34) 91 5413737
Fax: (+34) 91 5414343
E-mail: [email protected]
Website: www.solidaridad.org
Contact: Laura Rodríguez Zugasti
Loja do Comércio Justo
Edifício Carvalhido, loja X
S. Gonçalo
4600 Amarante
Tel: (+351) 255 423147
Fax:
E-mail: [email protected]
Website: n.a.
Contact: Miguel Pinto
SWEDEN
SPAIN
(I) (Q) Alternativ Handel
Heurlins Plats 1
S-41301 Gothenburg
Tel: (+46) 31 7017600
Fax: (+46) 31 7017601
E-mail: [email protected]
Website: www.alternativhandel.com
Contact: AnnCathrine Carlsson
(I) (Q) Alternativa 3 Coop V
Pere De Fices 38
08225 Terrassa (Barcelona )
Tel: (+34) 93 7353047
Fax: (+34) 93 7352059
E-mail: [email protected]
Website: n.a.
Contact: Antonio Baile
(N) Coordinadora Estatal de Comercio Justo
Secretariat c/o Emaus
Plaza de Centenario no.3, bajo
20006 San Sebastian
Tel: +34-943-461578
Fax: +34-943-461578
E-mail: [email protected]
Website: n.a.
Contact: Marta Saiz Elizondo
(E) (Q) IDEAS
Avda. de Amargacena
Polígono Industrial Amargacena, Parcela 9-Nave 7
14013 Córdoba
Tel: (+34) 957 294805
Fax: (+34) 957 296974
E-mail: [email protected]
Website: www.eurosur.org/~ideas-co
Contact: Carola Reintjes
EFTA – European Fair Trade Association
(I) (E) (Q) Intermón
Poligono Industrial de Alboraia Nº 5
Calle Nº 26, Nave 6
46120 Alboraia, Valencia
Tel: (+34) 96 3563924
Fax: (+34) 96 3563918
E-mail: [email protected]
Website: www.intermon.org
Contact: Rafael Sanchis
- 66 -
(F) (Q) Föreningen för Rättvisemärkt
Drakenbergsgatan 11
S-117 41 Stockholm
Tel: (+46) 8 6680350
Fax: (+46) 8 6680314
E-mail: [email protected]
Website: www.raettvist.se
Contact: Bernt Lind
(I) (Q) Sackeus
Veterinargrand 6
S-121 63 Johanneshov
Tel: (+46) 8 915020
Fax: (+46) 8 912838
E-mail: [email protected]
Website: www.sackeus.se
Contact: Bertil Norhall
Fair Trade in Europe 2001
(N) (Q) Världsbutikerna för Rättvis Handel
Alsikegatan 6
S-753 23 Uppsala
Tel: (+46) 18 109920
Fax: (+46) 18 109920
E-mail: [email protected]
Website: www.varldsbutikerna.org
Contact: Emma Perols
UNITED KINGDOM
(N) (Q) British Association for Fair Trade Shops
(BAFTS)
c/o Gateway World Shop
Market Place
Durham DH1 4ED
Tel: (+44) 191 3847173
Fax: (+44) 191 3750729
E-mail: [email protected]
Website: n.a.
Contact: Aileen Garden
SWITZERLAND
(N) (Q) Association romande des
Magasins du Monde
rue de Genève, 52
CH-1004 Lausanne
Tel: (+41) 21 6612700
Fax: (+41) 21 6612220
E-mail: [email protected]
Website: n.a.
Contact: Bernadette Oriet, Philippe Hirsiger
(I) (Q) Cafédirect Ltd
66 Clifton Street
London EC2A 4HB
Tel: (+44) 20 7422 0730
Fax: (+44) 20 7422 0731
E-mail: [email protected]
Website: www.cafedirect.co.uk
Contact: Penny Newman, Niall McGarry
(I) (Q) Caritas Schweiz Fairness Handel
Sedelstrasse 32
CH-6020 Emmenbrucke
Tel: (+41) 41 2681122
Fax: (+41) 41 2681133
E-mail: [email protected]
Website: www.caritas.ch
Contact: Monica Hagen
(I) (Q) Equal Exchange Trading Ltd
10A Queensferry Street
Edinburgh EH2 4PG
Tel: (+44) 131 220 3484
Fax: (+44) 131 220 3565
E-mail: [email protected]
Website: www.equalexchange.co.uk
Contact: Andy Good
(I) (N) (E) (Q) Claro AG
P.O. Box 129
Byfangstrasse 19
CH-2552 Orpund
Tel: (+41) 32 356 0700
Fax: (+41) 32 356 0701
E-mail: [email protected]
Website: www.claro.ch
Contact: Gertrud Meyer
(F) (Q) Fairtrade Foundation
Suite 204
16 Baldwin Gardens
London EC1N 7RJ
Tel: (+44) 20 7405 5942
Fax: (+44) 20 7405 5943
E-mail: [email protected]
Website: www.fairtrade.org.uk
Contact: Phil Wells
(F) (Q) Max Havelaar Stiftung Schweiz
Malzgasse 25
CH-4052 Basel
Tel: (+41) 61 2717500
Fax: (+41) 61 2717562
E-mail: [email protected]
Website: www.maxhavelaar.ch
Contact: Max Leuzinger
EFTA – European Fair Trade Association
(I) (Q) One World Shop
St. John's Church, Princes Street
Edinburgh EH2 4BJ
Tel: (+44) 131 229 4541
Fax: (+44) 131 221 0284
E-mail: [email protected]
Website: www.oneworldshop.co.uk
Contact: Rachel Farey
- 67 -
Fair Trade in Europe 2001
EFTA
Advocacy & Campaigns Office
Maison Internationale
139. Rue Haute
B-1000 Brussels
Belgium
Tel: (+32) 2 2131246 / 47 / 48
Fax: (+32) 2 3321888
E-mail: Efta@EftaAdvocacy
Website: www.fairtrade.org
Contact : Mariano Iossa
(I) (E) (Q) Oxfam Fair Trade
274 Banbury Road
Oxford OX2 7DZ
Tel: (+44) 1865 315 903 or 902
Fax: (+44) 1865 315909
E-mail: [email protected]
Website: www.oxfam.org.uk
Contact: Alan Stevens, Diane Gibson
(I) Shared Earth
1 Minster Gates
York YO1 7HL
Tel: (+44) 1904 632896
Fax: (+44) 1904 654161
E-mail: [email protected]
Website: www.sharedearth.co.uk
Contact: Jeremy Piercy
FLO
Fair Trade Labelling Organizations International
Kaiser Friedrich Strasse 13
D-53 113 Bonn
Germany
Tel: (+49) 228 949230
Fax: (+49) 228 2421713
E-mail: [email protected]
Website: www.fairtrade.net
Contact: Carol Doyle
(I) (E) (Q) Traidcraft Plc
Kingsway
Gateshead Tyne & Wear NE11 ONE
Tel: (+44) 191 491 0591
Fax: (+44) 191 482 2690
E-mail: [email protected]
Website: www.traidcraft.co.uk
Contact: Paul Chandler
(Q) IFAT
International Federation for Alternative Trade
30 Murdock Rd.
Bicester
Oxon OX26 4RF
United Kingdom
Tel: (+44) 1869 249 819
Fax: (+44) 1869 246 381
E-mail: [email protected]
Website: www.ifat.org
Contact: Carol Wills
(I) (Q) TWIN Trading
3rd Floor, 1 Curtain Rd
London EC2A 3LT
Tel: (+44) 20 7375 1221
Fax: (+44) 20 7375 1337
E-mail: [email protected]
Website: www.twin.org.uk
Contact: Albert Tucker
(Q) NEWS!
Network of European Worldshops
Catharijnesingel 82
3511 GP Utrecht
The Netherlands
Tel: (+31) 30 2300820
Fax: (+31) 30 2300440
E-mail: [email protected]
Website: www.worldshops.org
Contact: Ellen Oomen
INTERNATIONAL
(Q) EFTA
European Fair Trade Association
Boschstraat 45
NL-6211 AT Maastricht
The Netherlands
Tel: (+31) 43 325 6917
Fax: (+ 31) 43 325 8433
E-mail: [email protected]
Website: www.eftafairtrade.org
Contact: Marlike Kocken
EFTA – European Fair Trade Association
- 68 -
Fair Trade in Europe 2001
ANNEX 2:
FAIR TRADE WEBSITES, part 1
Fair Trade organisations
Austria
Arge Weltläden
Eine-Welt-Handel
EZA Dritte Welt
TransFair Austria
Belgium
Magasins du Monde – Oxfam
Max Havelaar Belgie / Belgique
Maya Fair Trading
Oxfam Wereldwinkels
Denmark
Butik Salam
FairNet
Max Havelaar Denmark
U-Landsimporten
U-Landsforeningen Svalerne
Finland
Maailmankauppojen Liitto ry
Reilun kaupan edistämisyhdistys ry.
France
Artisans du Monde
Max Havelaar France
Solidar'Monde
Germany
dritte-welt partner
El Puente
GEPA
TransFair Germany
Weltläden Dachverband
Greece
Cosmos Art
Ireland
Association of Fair Trade Shops in Ireland
Fairtrade Mark Ireland
Oxfam Ireland
Italy
Associazione Botteghe del Mondo
CTM altromercato
Commercio Alternativo
Roba dell´Altro Mondo RAM
TransFair Italy
Luxemburg
TransFair Minka Luxemburg
Malta
Koperattiva Kummerc Gust
Netherlands
De Evenaar
Fair Trade Organisatie
EFTA – European Fair Trade Association
www.weltlaeden.at
www.eine-welt-handel.com
www.eza3welt.at
www.transfair.or.at
www.mdmoxfam.be
www.maxhavelaar.be
www.maya.be
www.oww.be
www.salam.dk
n.a.
www.maxhavelaar.dk
www.u-landsimporten.dk
n.a.
www.maailmankaupat.fi
www.reilukauppa.fi
www.globenet.org/artisans-du-monde
www.maxhavelaarfrance.org/
www.solidarmonde.fr
www.dritteweltpartner.de
www.el-puente.de
www.gepa3.de
www.transfair.org
www.weltlaeden.de
n.a.
n.a.
www.fair-mark.org
www.oxfamireland.org
space.comune.re.it/botteghemondo/Main.htm
www.altromercato.it
www.4net.com/comalt
www.robaweb.com/link/link.htm
www.transfair.it
n.a.
n.a.
www.de-evenaar.nl/
www.fairtrade.nl
- 69 -
Fair Trade in Europe 2000
ANNEX 2:
FAIR TRADE WEBSITES, part 2
Landelijke Vereniging van Wereldwinkels
Stichting Max Havelaar
Norway
Max Havelaar Norway
Portugal
CIDAC
Spain
Alternativa 3 Coop V
Coordinadora Estatal de Comercio Justo
IDEAS
Intermon
Solidaridad Internacional
Sweden
Alternativ Handel
Föreningen för Rättvisemärkt
Sackeus
Världsbutikerna för Rättvis Handel
Switzerland
Association romande des Magasins du Monde
Caritas Schweiz Fairness Handel
Claro AG
Max Havelaar Stiftung Schweiz
United Kingdom
British Association for Fair Trade Shops (BAFTS)
Cafédirect Ltd
Equal Exchange Trading Ltd
Fairtrade Foundation
One World Shop
Oxfam Fair Trade
Shared Earth
Traidcraft Plc
TWIN Trading
International
EFTA -European Fair Trade Association
EFTA Advocacy & Campaigns Office
FLO - Fair Trade Labelling Organizations Intern.
IFAT-International Federation for Alternative Trade
NEWS!- Network of European World Shops
Fair Trade related organisations ( see 2.3)
Germany
Fair Trade e.V.
Netherlands
Oikocredit
United Kingdom
Shared Interest
n.a.
www.maxhavelaar.nl
www.maxhavelaar.no
homepage.esoterica.pt/~cidac/index.html
n.a.
n.a.
www.eurosur.org/~ideas-co
www.intermon.org
www.solidaridad.org
www.alternativhandel.com
www.raettvist.se
www.sackeus.se
www.varldsbutikerna.org
n.a.
www.caritas.ch
www.claro.ch
www.maxhavelaar.ch
n.a.
www.cafedirect.co.uk
www.equalexchange.co.uk
www.fairtrade.org.uk
www.oneworldshop.co.uk
www.oxfam.org.uk
www.sharedearth.co.uk
www.traidcraft.co.uk
www.twin.org.uk
www.eftafairtrade.org
www.eftafairtrade.org
www.fairtrade.net
www.ifat.org
www.worldshops.org
www.fairtrade.de
www.oikocredit.org
www.shared-interest.com
Note:
The organisations listed are those that have contributed to this survey by replying to the
questionnaire sent to them (see par. 3.2) and/or by providing other additional information.
EFTA – European Fair Trade Association
- 70 -
Fair Trade in Europe 2001
ANNEX 3 : SUMMARY TABLE, part 1
Fair Trade In Europe
Austria BelgiumDenmark Finland
2001
Importing organisations
7+
4+
3+
7+
Retail channels
World Shops
68
250
15
30 +
Supermarkets
1,540
1,050
2,740 2,160 +
Others
1,370 +
400 +
n.a.
n.a.
TOTAL sales outlets
3,000 + 1,700 + 2,750 + 2,200 +
Paid staff (in full-time equiv.)
Importing
33 +
60 +
16 +
Not
organisations
applicable
World shop
1.2
Not
0
0.5
association
applicable
World shops
31 +
5
0
5+
Labelling organisation
TOTAL paid staff
Volunteers in world
shops
+ groups
Label
Turnovers, in 000 Euro
Importing
organisations
World shops,
net retail value
Label organisation,
net retail value
TOTAL turnover
labelled bananas
Greece
5+
1
88
700
2,410 + 19,300
n.a. 6,200 +
2,500 + 26,200 +
0
0
100
100
14 +
124 +
12
2.8
20
6
5
2
9
69 +
3,600
71 +
8,250
21 +
100 +
7+
600 +
55 +
2,500 +
5
Not
applicable
80
Not
applicable
7.7
Not
applicable
214 +
(5)
50,000
0
TransFair
Max
Max
Havelaar Havelaar
Reilu
Max TransFair
Not
Kauppa Havelaar
applicable
6,500 +
8,100 + 1,300 +
3,100 + 34,600 +
4,900
n.a.
3,100
5,000
Not
applicable
400 +
1,200
8,050
14,500 + 13,100 + 9,750 +
(0912/99)
390
1,590 +
50 +
Not
applicable
n.a.
n.a.
3,400
3,200
Not
applicable
66,500
Not
applicable
9,700 + 101,100
+
n.a.
950 +
360
200
770 +
310 +
180 +
36%
36%
n.a.
91%
41%
1.0
1.8
0.3
0.1
1.0
Not
applicable
Not
0.6
applicable
1.8
< 0.1
0.03
0.7
EFTA – European Fair Trade Association
2.0
- 71 -
210
21
Not
applicable
170
150 +
Not
applicable
530 + 1,300 +
21
180
0.7
210
n.a.
260
TOTAL
380 +
Public awareness of Fair Trade
knowledge of label
30%
labelled tea
8+
3.8
Education / PR / marketing, in 000 Euro
Importing
190 +
500 +
organisations
World shop
40
Not
association
applicable
Label organisation
150
270
Market shares, in %
labelled coffee
France Germany
Not
Not
applicable applicable
Not
applicable
Not
applicable
2.5
Not
applicable
< 1.0
Not
applicable
Fair Trade in Europe 2001
ANNEX 3 : SUMMARY TABLE, part 2
Fair Trade In Europe
2001
Importing
organisations
Retail channels
World Shops
Supermarkets
Ireland
4+
ItalyLuxembour
g
5 + direct by
shops
Malta
The
Netherlands
direct by
27
shop
Norway
Portugal
0
direct by
shop
1
Not
applicable
n.a.
1+
27
50
374
2,620 +
5
70 +
1
0
400
2,200
0
3,000
Others
200 +
TOTAL sales outlets
280+
Paid staff (in full-time equiv.)
Importing
22+
organisations
World shop
0
association
World shops
0
230 +
3,200 +
80 +
160 +
2+
3+
2,800
5,400
n.a.
3,000 +
Not
Not
applicable applicable
1
Not
Not
applicable applicable
70
0
0.5
111 +
Labelling organisation
TOTAL paid staff
Volunteers in world
shops + groups
Label
46 +
2
2.4
24 +
400 +
119 +
1,500 +
3
Not
applicable
3
0.5
200
12 +
Fairtrade TransFair Two: TF +
Not
Mark
MH applicable
Turnovers, in 000 Euro
Importing
1,600
9,400 +
Not
Not
organisations
applicable applicable
World shops,
1,670 +
n.a.
560
38
net retail value
Label organisation,
410
6,700
520
Not
net retail value
applicable
TOTAL turnover
3,680 + 16,100 +
1,080
38
Education / PR / marketing, in 000 Euro
Importing
150
170 +
Not
Not
organisations
applicable applicable
World shop
n.a.
15
Not
Not
association
applicable applicable
Label organisation
20
25
50
Not
applicable
TOTAL
170 +
210 +
50
n.a.
Public awareness of Fair Trade
knowledge of label
n.a.
n.a.
20 %
Not
applicable
Market shares, in %
labelled coffee
0.5
0.1
3.0
Not
applicable
labelled tea
n.a.
0.7
< 0.1
Not
applicable
labelled bananas
n.a.
1.2
4.0
Not
applicable
EFTA – European Fair Trade Association
- 72 -
Not
applicable
9
Not
applicable
22
Not
applicable
10
4
152 +
12,000 +
4
Not
applicable
Max
Max
Havelaar Havelaar
17,100 +
Not
applicable
20,400
Not
applicable
34,000
190
71,500 +
190
1,010 +
Not
applicable
220
Not
applicable
1,000
80
Not
applicable
Not
applicable
1
Not
applicable
1
3
Not
applicable
Not
applicable
20
Not
applicable
20
2,230 +
80
Not
applicable
Not
applicable
Not
applicable
n.a.
74%
6%
n.a.
2.7
0.3
0.7
< 0.1
4.2
Not yet
Not
applicable
Not
applicable
Not
applicable
Fair Trade in Europe 2001
ANNEX 3 : SUMMARY TABLE, part 3
Fair Trade In Europe
Spain
2001
Importing organisations
11 +
Retail channels
World Shops
62
Supermarkets
23 +
Others
500 +
TOTAL sales outlets
580 +
Paid staff (in full-time equiv.)
Importing
39 +
organisations
World shop association
0
World shops
40
Labelling organisation
TOTAL paid staff
Volunteers in world
shops
+ groups
Label
Turnovers, in 000 Euro
Importing
organisations
World shops,
net retail value
Label organisation,
net retail value
TOTAL turnover
Sweden Switzerland
3+
6+
United
Kingdom
6+
22 +
750 +
1,000 +
1,770 +
300 +
2,100 +
360 +
2,760 +
400 +
3,100 +
4,770 +
8,270 +
2,740 +
43,100 +
18,000 +
63,800 +
10 +
33 +
233 +
746 +
2
n.a.
4+
n.a.
32 +
394 +
3.5
7
0
(BAFTS)
120
6
15 +
2,500
44 +
2,900 +
359 +
10,000
1,237 +
96,000 +
Not Rättvisemärkt
applicable
Max
Havelaar
Fairtrade
Mark
Not
applicable
79 +
1,500
TOTAL
97 +
71 +
3,800
1,900 +
10,100 +
24,600 +
122,300 +
n.a.
640
n.a.
41,600 +
Not
applicable
3,800 +
3,400
40,900
(BAFTS)
8,400
36,600
208,900 +
5,940 +
51,000 +
69,600 +
372.800 +
90
110
2,100
5,600 +
140
30 +
n.a.
1,000 +
70
280
870
3,500 +
300
420 +
2,970 +
10,100 +
13%
60%
16%
0.8
3.0
1.5
0.8
4.0
<1.0
1.8
15.0
<1.0
Education / PR / marketing, in 000 Euro
Importing
280 +
organisations
World shop association
n.a.
Label organisation
Not
applicable
TOTAL
280 +
Public awareness of Fair Trade
knowledge of label
Not
applicable
Market shares, in %
labelled coffee
Not
applicable
labelled tea
Not
applicable
labelled bananas
Not
applicable
EFTA – European Fair Trade Association
- 73 -
Fair Trade in Europe 2001
ANNEX 4
EXPLANATIONS RELATING TO THE SUMMARY TABLES
All figures marked with a “+” (plus sign) at the end are well documented
minimum figures. As part of the information is not available, the real figures
are higher.
n.a. : not available
1.
Importing organisations
The number of importing organisations is given according to the information
at hand.
2.
Retail channels
a) The number of world shops has been checked with the national
association and cross-checked with the figures of the largest national
importer(s), who -as a general rule- supplies all those shops.
Nevertheless the use of the term “world shop” is not always consistent,
neither on national levels, nor on international level, the minimum
requirement being a fixed location with an address.
In some countries “world shop” implies a certain number of opening hours
per week, in others it doesn’t. In certain countries it means a very high
percentage of Fair Trade products, in other countries or shop schemes Fair
Trade may only be a small part of the assortment (as is e.g. the case with the
Oxfam shops in the United Kingdom). Thus what is called “world shop” in one
country, might not necessarily qualify for the same definition in the next.
b) The number of supermarkets has been taken from the information
provided by the labelling organisations on the number of outlets where Fair
Trade labelled products may be bought. Care has been taken to make sure
that this figure does not include the world shops of that country.
c) The category others describes all kind of other sales outlets that are
neither world shops nor supermarkets. The variety of this group covers
independent commercial stores, gift shops, etc. plus irregularly attended
stalls, local representatives or so-called action groups that might be active
and selling only once or twice a year.
d) The number of total sales outlets is the sum of the three categories world
shops, supermarkets and others. This figure gives a rough idea on the
density of the Fair Trade net, at its best.
Care has been taken in order to avoid double-counting wherever possible.
The figures given are very often the minimum number.
3.
Paid staff
Figures are given in full-time equivalents for the importing organisations, the
world shops associations (as an organisation), the world shops (as the sum
of the specialised points of sales) and the labelling organisations. The total of
these four categories is also given.
The figures referring to the importing organisations are mostly minimum
figures, as generally speaking exact data have only been available for the
largest importing organisation(s). Those for the world shops as single points
EFTA – European Fair Trade Association
- 74 -
Fair Trade in Europe 2001
of sales are in many cases estimates only provided by the national
associations, as precise figures are not always available.
4.
Volunteers
The number of volunteers active in the Fair Trade movement is very often a
gross estimate, where the number of active groups is simply multiplied by a
hopefully correct average group size.
In many countries there is no or virtually no knowledge on the exact number
of people involved in decentralised and / or occasional Fair Trade activities.
There is also a methodological bias in this figure as the number of volunteers
active in groups is greatly variable over time.
The figure gives the estimated total of all volunteers working in the world
shops plus those active in irregularly selling activities, as individuals or in
groups.
5.
Label
The name of the Fair Trade label used in this country is given.
6.
Turnovers, in 000 €
a) Under importing organisations the total turnover of all those
organisations that have responded to the questionnaire is given. The list of
the respondents can be drawn from the annex 1. In nearly all cases this is
the minimum figure.
b) The net retail turnover of the world shops is the final consumer price
minus the VAT, given for those world shops that are members of the national
association.
c) The net retail value under the label initiative’s name gives an estimate by
the labelling organisation as to the value of all products sold under its label in
its national territory.
d) The total turnover is the sum of the turnovers of the importing
organisations, the world shops and the labelling organisations.
This figure is to be interpreted with great care as there is a considerable part
of overlapping between the three categories. Thus one and the same product
may appear at the same time in two of the three categories (like e.g. all the
importing organisations’ turnover channelled through the world shops) or
even in all three of them (e.g. all the Fair Trade labelled products sold by one
of the importing organisations to a world shop).
7.
Education / PR / marketing, in 000 €
This gives the budget for Education / PR / marketing for those importing
organisations where the data are available, for the national world shops
associations and for the national labelling organisation, where applicable and
available.
The total of the three sums is also given.
All figures under 6. and 7. are given in thousands of Euros (000 €).
8.
Knowledge of Fair Trade
This is the percentage of people who in a recent market research in that
country have said to know the national Fair Trade label. More details are
mostly given in the text.
9.
Market shares
This is information provided directly from the labelling organisations.
EFTA – European Fair Trade Association
- 75 -
Fair Trade in Europe 2001
All data were collected between July and November 2000 and give the latest
available figures.
EFTA – European Fair Trade Association
- 76 -
Fair Trade in Europe 2001
ANNEX 5 : INTERNATIONAL MEMBERSHIP LIST
Location
Established
Type of
members
Members
in countries
European
members
Austria
Belgium
Denmark
Finland
France
Germany
FLO
Bonn
Germany
1997
National labelling initiatives
IFAT
NEWS!
EFTA
Oxford
Utrecht
Maastricht
United Kingdom
The Netherlands
The Netherlands
1989
1994
1990
Producer organisations,
National world shops
Importing organisations
ATOS from North and South associations
17
148
15
12
17
48
13
9
14
42
15
12
in 14 countries
in 13 countries
in 13 countries
in 9 countries
TransFair Austria
EZA Dritte Welt
Arge Weltläden
EZA Dritte Welt
Max Havelaar
Magasins du Monde
Magasins du Monde
Magasins du Monde
Belgie / Belgique
- Oxfam
- Oxfam
- Oxfam
Oxfam Wereldwinkels
Oxfam Wereldwinkels
Oxfam Wereldwinkels
Max Havelaar Denmark
Butik Salam
FairNet
U-Landsimporten
Reilun kaupan
Tampereen
Maailmankauppojen
edistämisyhdistys ry.
Kehitysmaakauppa
Liitto ry
Max Havelaar France
Artisans du Monde
Solidar'Monde
TransFair Germany
dritte-welt partner
Weltläden Dachverband
Gepa
Eine-Welt TEAM Versand
El Puente
Fair Trade e.V
Gepa
Top QualiTea
Greece
Ireland
Fairtrade Mark Ireland
Oxfam Ireland
Italy
TransFair Italy
Associazione Roba
dell´Altro Mondo RAM
Commercio Alternativo
CTM altromercato
Equoland
Equomercato
Luxembourg TransFair Minka Luxbg.
Malta
The
Stichting Max Havelaar
Netherlands
Koperattiva Kummerc Gust
De Evenaar
Association of Fair Trade
Shops in Ireland
Associazione Botteghe
del Mondo
CTM altromercato
Landelijke Vereniging
van Wereldwinkels
Fair Trade Organisatie
Coordinadora Estatal de
Comercio Justo
IDEAS
European Fair Trade
Association
Fair Trade Organisatie
Network of European
World Shops (NEWS!)
Oikocredit
Norway
Portugal
Spain
Sweden
Max Havelaar Norway
Alternativa 3
Föreningen för
Rättvisemärkt
Switzerland
Max Havelaar Stiftung
Schweiz
United
Kingdom
Fairtrade Foundation
Britain
Intermon
Solidaridad Internacional
Alternativ Handel
North & South Exchange
Sackeus
Caritas Schweiz Fairness
Handel
claro
Body Shop Foundation
Cafédirect Ltd
Equal Exchange Trading
One World Shop
Oxfam Fair Trade
Shared Earth
Shared Interest
Traidcraft
Tropical Wholefoods
TWIN Trading
EFTA – European Fair Trade Association
- 77 -
Intermon
Världsbutikerna för
Rättvis Handel
Association romande des
Magasins du Monde
claro
British Association for Fair
Trade Shops (BAFTS)
Claro
Oxfam Fair Trade
Traidcraft
Fair Trade in Europe 2001
ANNEX 6a:
NUMBER OF WORLD SHOPS
30
Finland
22
Sweden
15
Denmark
27
400
United Kingdom
Ireland
400
Netherlands
700
Germany
250
Belgium
5
Luxembourg
68
Austria
88
France
Switzerland
300
374
Italy
1
Portugal
62
Spain
1
Malta
EFTA – European Fair Trade Association
- 78 -
Fair Trade in Europe 2001
ANNEX 6b:
SUPERMARKETS SELLING FAIR TRADE PRODUCTS
Norway
3,000
2,160
Finland
750
Sweden
2,740
2,200
Denmark
Netherlands
50
Ireland
United Kingdom
3,100
19,300
Germany
1,050
70
Belgium Luxembourg
1,540
Austria
2,410
France
Switzerland
2,100
2,620
Italy
23
Spain
EFTA – European Fair Trade Association
- 79 -
Fair Trade in Europe 2001
ANNEX 6c: PAID STAFF IN FAIR TRADE (full-time equivalents)
7
4
Finland
Norway
15
Sweden
21
Denmark
Netherlands
152
United Kingdom
359
24
Ireland
214
Germany
71
Belgium
Luxembourg
69
55
France
Austria
44
Switzerland
119
Italy
1
Portugal
79
Spain
Greece
5
0.5
Malta
EFTA – European Fair Trade Association
- 80 -
Fair Trade in Europe 2001
ANNEX 6d: VOLUNTEERS IN FAIR TRADE
600
Finland
2,500
Sweden
100
12,000
Denmark
Netherlands
10,000
400
Ireland
United Kingdom
8,250
Belgium
50,000
Germany
200
Luxembourg
3,600
2,500
France
Austria
Switzerland
2,900
1,500
Italy
3
Portugal
1,500
Spain
12
Malta
EFTA – European Fair Trade Association
- 81 -
Fair Trade in Europe 2001
ANNEX 6e: TURNOVER IMPORTING ORGANISATIONS (in 000 €)
1,900
Sweden
1,300
Denmark
1,600
Ireland
24,600
United Kingdom
17,100
Netherlands
8,100
Belgium
34,600
Germany
6,500
Austria
3,100
France
10,100
Switzerland
9,400
Italy
3,800
EFTA – European Fair Trade Association
- 82 -
Fair Trade in Europe 2001
ANNEX 6f:
TURNOVER WORLD SHOPS (in 000 €)
1,200
Finland
640
Sweden
400
Denmark
1,670
Ireland
8,400
BAFTS only
United Kingdom
Netherlands
20,400
560
Luxembourg
4,900
Austria
3,400
France
20
Portugal
38
Malta
EFTA – European Fair Trade Association
- 83 -
Fair Trade in Europe 2001
ANNEX 6g: TURNOVER LABEL ORGANISATIONS (in 000 €)
390
Finland
Norway
3,400
Sweden
190
8,050
Denmark
410
Ireland
36,600
United Kingdom
Netherlands
34,000
66,500
Germany
5,000
Belgium
520
Luxembourg
3,200
France
40,900
3,100
Austria
Switzerland
6,700
Italy
EFTA – European Fair Trade Association
- 84 -
Fair Trade in Europe 2001
EFTA
European Fair Trade Association
Boschstraat 45
NL 6211 JB Maastricht
The Netherlands
Tel: (+31) 43 3256917
Fax: (+31) 43 3258433
E-mail: [email protected]