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Fairtrade Growth and Support Strategies: Insights from Fiji, Uruguay, and São Tomé & Príncipe

This report highlights the significant growth of small farmer organizations and hired labor in Fiji, Uruguay, and São Tomé & Príncipe. It provides an analysis of Fairtrade coffee production and sales from 2007 to 2010, showcasing the increase in farmers and premium earnings. The findings emphasize effective support and marketing strategies for Fairtrade products, including targeted training, networking, and promotional efforts. The objective is to enhance market presence, increase distribution, and improve visibility for Fairtrade goods, ultimately benefiting producers and consumers alike.

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Fairtrade Growth and Support Strategies: Insights from Fiji, Uruguay, and São Tomé & Príncipe

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  1. 63 countries 905 partners (+78) New: Fiji, Uruguay, Tomé & Principe

  2. Number of farmers + workers Type of producer organisation • Small Producer Organizations • Hired Labour Organizations • Contract Production Organizations

  3. Breakdown farmers/workersper product

  4. Growthnumber of farmers + workersper product  Whatexplainsthis strong growth?

  5. Production areasmall farmers(hectares)

  6. Fairtrade sales volume 2007 2008 2010 Fairtrade coffee: 108.000 MT532.000 farmers Utz coffee: 121.000 MT 157.000 farmers

  7. Fairtrade sales volume 2007 2008 2010

  8. Percentage soldunder Fairtrade conditions • Small Producer Organizations • Hired Labour Organizations

  9. Premium realizedbyFairtrade salesReceived premium:€ 51,5 million( growth +22%)

  10. ReceivedFairtrade Premium € 54 € 62.000 € 80.000 € 40 • 2008 • 2010

  11. Spending of Fairtrade Premium(producer organisations)

  12. SpendingFairtrade Premium(Hiredlabour)

  13. Fairtrade changes lifes ! Conclusion

  14. Support& Priorities 2012 Stef Van Linthoudt- Senior Market Manager Retail Ingrid Bottleberghs- Marketing & Communication Manager Barbara Goffin-Market Manager A Brands & Cacao

  15. Support Max Havelaar • Train & informyour organisation to become a Fairtrade expert : • Sales team – Cat Man – Shelf Man – Marketing& Com • Sourcing & supplychain information • Customer events • Market info : Retail – OOH • Quantitative & qualitative studies ( Gfk- TNS Dimarsoe.o ) • Catalystinbetweenpartners & Networking withall • Networking event (commercial conference, …)

  16. Support Max Havelaar • Missinglink : North – South • Producer visits to Belgium • Mission to the South • Tailor made actions : • Week of Fairtrade • Fairtradework • Cacao campaign • Support youractions (trade-show, …) • Media attention and communication tools ( POS e.o )

  17. Support & Priorities 2012 Stef Van Linthoudt- Senior Market Manager Retail Ingrid Bottleberghs- Marketing & Communication Manager Barbara Goffin-Market Manager A Brands & Cacao

  18. Our dreams for 2012-13: 513.000 COFFEEfarmerswithstill 60% of their production availableunder FT conditions … • Enlarge the market for producers by achieving 5% SOM => 600T extra • By : • Develop coffee market in OOH : strong commercial support for our partners & development of right tools for focused segments • Increasing presence in retail => increase distribution, assortment, visibility via partnerships with retailers

  19. Realize the bulk of the growth with core market partners (retail/ foodservice) Priorities 2012 • Bananas e.o. Tropical fruit : • + 20% retail value • Retail growth through increase : • In store communication - > buying frequency • Broaden & Optimize weighted distribution • Shelf visibility – facings • Expand range with other tropical fruit i.e Pineapple , Mango e.o.

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