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Introduction

Introduction . Frans De Bie - President of the board of Max Havelaar. Producers in equal power balance Structural changings for a faster decision making . International Organisation Development. PAST . TODAY. Max Havelaar Belgium Highlights 2011. Lily Deforce - Director.

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Introduction

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Presentation Transcript

  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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