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Max Havelaar Belgium: Empowering Fairtrade Producers for Sustainable Growth

Learn about the structural changes, market highlights, and goals of Max Havelaar Belgium in supporting Fairtrade producers. Discover the impact of Fairtrade initiatives and the organization's efforts to enhance market visibility and stakeholder engagement.

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Max Havelaar Belgium: Empowering Fairtrade Producers for Sustainable Growth

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  1. Introduction Frans De Bie- President of the board of Max Havelaar

  2. Producers in equal power balance Structuralchangingsfor a fasterdecision making International Organisation Development PAST TODAY

  3. Max Havelaar Belgium Highlights 2011 Lily Deforce - Director

  4. Agenda

  5. Demand • Campaigns • Communication • Offer • Market management • Control and Certification • Support • Marketing & Communication • HR, Finance, IT • Producers support • Stakeholdermanagement

  6. Access to the Belgian Market For Fairtrade Producers Lynn Geerinck Coördinatrice FairTradeGemeente MariekeColpaert Coordinatrice régionale FairTradeGemeente Koen Vanmeerbeek Regionaalbegeleider Vlaams Brabant en Limburg Matilde Defraeije Control & Certification officer Barbara Goffin Market Manager Heleen De Wulf Coordinator Fairtrade@Work Pierre Laviolette Coordinateur CDCE Michael Van overtstraeten Control, auditing, product certification, labeling & licensing. Christine Englebert Market Manager Lily Deforce Director Demand Offer Support Ingrid Bottelberghs Marketing & Communication Manager Els De Mol Finance & HR Special thanks to our volunteers and Interns NeleGulinck Office Manager Daniel Vindevogel Online & IT Coordinator KarlienWouters Stakeholder and policy manager Stef Van Linthoudt Senior RetailMarket Manager

  7. EstimatedRetail Turnover 2011 = 77 mio € (e.r.p) +10% Growth of 10 % in 2011 versus 2010 !

  8. EstimatedRetail Turnover emergingcategories +10% Emergingcategories good for a growth of 10 %

  9. Market results 2011 • Spontaneous awareness of Max Havelaar increased from 56 to 63% • Aided awareness stays at 78% • The recognition of the logo has increased from 60 to 70% • Penetration of Fairtrade has increased from 24 to 44 % in 5 years • Fairtrade has managed to grow fiercely in a difficult economical environment with 10% • Fairtrade chocolate and bananas have grown spectacular with more than 25 % in volume. Also sugar and coffee are growing • 1/3 consumers buy Fairtrade on a regular basis • 53% of the consumers want a larger offer of Fairtrade products

  10. New products 2001

  11. Les Havelaars

  12. !!! Ici qualité de l’image bofbof… je m’en occupe !!! Goals 2012 • Support for participating towns • 1 FairTradeProvince: Antwerp • New campaign model for coming years in development • Good collaboration with partner organisations and other stakeholders

  13. !!! Ici qualité de l’image bofbof… je m’en occupe !!! Goals 2012 • 70 towns engaged and 15 with title • More visibility and networking • Specifics actions to connect suppliers and towns (Speed-dating, Your choice,…) • Raising awareness (tools, events, websites, newsletters,…)

  14. FairTradeweek 2011

  15. 945 press articles in 2011

  16. TV Spots NL FR UK

  17. Impact In The South Karlien Wouters - Stakeholder and Policy Manager

  18. Based on monitoring and evaluation data from auditing reports FLO-Cert (869) • 96% of certified producer organisations • Last report: 2008 The scope & benefits of Fairtrade

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