Fairtrade in Poland:

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Fairtrade in Poland

• Building on a Successful Fair Trade Movement

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What is Fair Trade?

• An organized social movement and market-based
  approach to empowering producers in developing
  countries and promoting sustainability.

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What is Fairtrade?

• Fairtrade Labelling Organizations Intl
• Umbrella organization comprised of members
  representing different stakeholders and
  regions
• Connects consumers and disadvantaged producers
• Develops internationally recognized Fairtrade
  standards
• Licenses use of the Fairtrade
  Mark to brand owners for
  use on
  consumer products

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What is Fairtrade?

• Fairtrades main activities
• Work with marginalized producers and workers in
  order to help them move from a position of
  vulnerability to security and economic
  self-sufficiency
• Set internationally recognized standards for
  certification of consumer products
• Facilitate and develop business for Fairtrade
  certified products
• Actively participate in promoting the case for
  trade justice

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Fairtrade Structure
Consumers
Producer Organization
Definition of FT Standards
Support and empowerment
FLO e.V.
Producers and all operators within the supply
chain must be certified!
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Why is the Fairtrade Mark valuable?
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What does the Mark represent?

• Fairtrade Standards
• compliant with the ISEAL Code of Good Practice on
  Standard Setting
• developed and reviewed by the FLO Standards
  Committee
• comprised of member organizations, producer
  organizations, traders and external experts
• provide consumers and traders with an instrument
  to promote and reward fairer trade practices
• minimum and progress requirements
• empowerment of disadvantaged producers
• trade practices
• social conditions
• environmental sustainability

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What does the Mark represent?

• Certification by FLO-CERT
• accredited ISO-65
• ensures that producers and traders comply with
  the Fairtrade Standards
• ensures that producers invest the benefits
  received through Fairtrade in their development
• minimum price
• premium
• producers and all operators within the supply
  chain must be certified
• application
• audit
• compliance
• certification

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How can the Mark be used?

• On consumer products
• Promotion of Fairtrade

Only with written permission of the trademark
owner or authorized licensing agent!
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Fairtrade in Germany

• Case Studies from TransFair Germany

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Fairtrade in Germany

• TransFair e.V. founded in1992, as an independant
  NGO
• 36 member organizations all main church
  development NGOs, Unicef, political foundations
  such as Konrad Adenauer Foundation, as well as
  environmental, consumer and political
  organzations.
• 110 licensees
• Sales channels food retailing (30.000
  supermarkets including discounters), wholefood
  shops, out-of-home (e.g. airlines, canteens,
  etc.)
• Volume of labeled products in 2007 approx. 142
  Mio.
• Increase in 2007 approx. 33
• Recognition of the fairtrade label 42
• Approx. 4 million frequent fairtrade buyers
  and 12 million casual fairtrade buyers

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Products and sales volumes
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Licensees and Products 1992-2007

• Start-up in 1992 with 10 licensees / today over
  110 licensees
• First products coffee, tea (1994)cocoa and
  sugar (1995)honey (1997)bananas
  (1998/2004)orange juice (1999)wine and bananas
  (2004)roses, biscuits and rice (2006)
• Main products coffee, bananas, flowers
• Companies see Fairtrade as option to give their
  product extra profile

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Licensee Profile J.J. Darboven

• J.J. DARBOVEN
• Family business in coffee for
• generations.
• Café Intención (spanish good
• intention) product line in retail and out of
  home

• Customers
• Bakery chains
• Hotels 5 Star and above, e.g. Four Seasons
• Airlines Air Berlin
• Universities numerous important universities
  throughout Germany
• Most recent event in 2008 A clear sign for fair
  play in cooperation
• with Hamburger SV- all coffee served at home
  matches is Fairtrade!
• Retail REWE, real, HIT

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Licensee Profile Tchibo

• TCHIBO Out of Home VISTA product range
• Detailed information at POS
• Close cooperation with TransFair during
  
• development of all material
• Concerted launch of product in Germany in
• Summer 2007
• Customers Compass/Eurest Deutsche Bank,
• Studentenwerke, already present in UK

• TCHIBO Espresso Hausröstung
• Outlet and shop concept Coffee can be tasted,
  then bought
• Launch October 2008, activities also planned in
  other
• European countries
• First consumer facing Tchibo coffee with
  Fairtrade label
• Extensive advertising on TV tag-on, in and
  outside the stores,
• on the website, developed together with
  TransFair

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Licensee Profile Omniflora

• fairfleurs delivered by Omniflora on sale in
  REWE and Kaisers Tengelmann outlets

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Licensee Profile Port International

• Port International Organics Gmbh
• Family business since five generations
• Fairtrade since 1998
• development of brand name Fairnando
• Delivery of leading retailers in Germany
  EDEKA, Kaisers Tengelmann, LIDL

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Licensee Profile LIDL

• LIDL Retail brand Fairglobe
• National distribution
• Brand designed in close cooperation with
  TransFair
• Launch of range in 2006 with 8 products
• Ongoing broadening of the range of Fairglobe
  products
• Close cooperation for all advertising material
• Regular advertising in national and regional
  press
• Participation in yearly Faire Woche campaign

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Fairtrade Sales Channels in Germany

• TransFair mark enables Fairtrade in 1992 to
  make the break through from world shops to retail
  
• Products with Fairtrade mark present in approx.
  30.000 outlets
• Supermarkets REWE, Kaisers Tengelmann, Dohle,
  EDEKA
• Hypermarkets Kaufland, real, Toom
• Discounters LIDL, ALDI, Penny, Netto
• C C Handelshof, METRO, Fegro
• Department stores Kaufhof, Karstadt, KaDeWe
• Organic chains and stores Denns Bio, Basic,
  franchises
• One world stores
• Wholesale, Out of Home, Cantines, Gastronomy,
  Coffee shops
• Communal level, Town coffees

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Promotion in retail

• Advertising
• Tasting promotion also via volunteer
  fairtrade promotion team
• VIP Support

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Keys to success of Fairtrade in Germany

• Good quality, tasty products
• Good distribution
• Active medium-size licensees / Cooperation with
  brand names
• Attractive packaging
• Support on political level (President,
  chancellor, ministers, mayors) but also by well
  known figures of German society
• PR Work average of 3000 articles/year in press,
  with information on producers, benefits of
  Fairtrade etc.
• Support of civil society and volunteers

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Fairtrade in the UK

• Case Studies from Fairtrade Foundation UK

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Promotion of FairtradeCase studies from
Fairtrade Foundation
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Fairtrade Towns
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Five Goals for a Fairtrade Town

• Local Council passes a resolution in support of
  Fairtrade
• Local shops and cafes stock Fairtrade products
  (targets set according to population size)
• Community organisations support Fairtrade and use
  Fairtrade products (education, faith, business
  and voluntray sectors)
• Media coverage and events raise awareness and
  understanding of Fairtrade
• A Steering Group is formed to take Fairtrade
  forward in the community

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Resources and Support for Fairtrade Towns

• Action Guide
• Website
• Training days
• Online forum
• Staff
• Campaigns Manager, Fairtrade Towns (full time)
• Fairtrade Towns Coordinator (part time)

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Use of the FAIRTRADE Mark on Fairtrade Town
materials

• Strict guidelines for use of the Mark
• New Fairtrade Town Identity awarded to groups
  that achieve the five goals

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Fairtrade Fortnight
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Promotional Materials

• Trade Retail POS guidelines, stockists
  leaflet/poster, e-mail newsletter, Commercial
  briefing
• Campaigners Event Pack (9250 distributed),
  Action Flyer, Action Guide, Church Guide,
  Synagogue Guide, Online Quiz, Merchandise, Email
  newsletter, Stock it! Card, Sash, banner
• Public General Leaflet (611k), Poster sets
  (14k), Badges (12k) Bunting (2k)

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Fairtrade Fortnight merchandise
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Fairtrade Fortnight 2009
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2009 Materials
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How can I get permission to use the Fairtrade
Mark in Poland?
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License Contract

• On consumer products (brand owners)
• Licensing Process
• Contact license_at_fairtrade.net to receive
  information regarding licensing process,
  including an explanation of applicable fees
• Complete and return licensing questionnaire
• Product(s), supply chain, sales territory,
  projected sales. Entire supply chain must be
  certified!
• Send packaging artwork for approval
• Contact cm_at_fairtrade.net
• Sign and return contract

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Mark Use Agreement

• Promotional Use
• Retailer
• Campaigners
• Others
• Media
• One-World Shops
• Fairtrade Operators

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Approval Process

• Promotion of Fairtrade
• Fairtrade Mark Use Agreement
• Contact cm_at_fairtrade.net with the details of your
  request
• Read the Fairtrade Certification Mark Manual
  provided
• Submit your artwork design to cm_at_fairtrade.net
• Sign and return the Fairtrade Mark Use Agreement
• High-resolution version of the Fairtrade Mark
  will be provided via email

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Next Steps for Fairtrade in Poland

• Proposed working model
• Local marketing and business development body
• Develop proposal for a legitimate body to serve
  in this capacity
• How will the body be created?
• How will the body function?
• Set a date in 2009 to discuss and formalize
  agreement
• Host a marketing forum to engage current and new
  stakeholders

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