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Transcript of 63 countries
63 countries 905 partners(+78)
New: Fiji, Uruguay, Tomé & Principe
Number of farmers + workers
2008 2010 Growth
972.000 1.150.000 18%
Type of producer
organisation 70%
28%2%
2008
73%
25%2%
2010
Small Producer Organizations Hired Labour Organizations Contract Production
Organizations
Breakdown farmers/workersper product
Product Number of
farmers
Number of
workers
Total
Coffee 532.000 0 532.000
Tea 142.200 81.500 223.700
Cocoa 125.900 0 125.900
Coton 58.500 0 58.500
Other 79.800 81.300 161.100
Total 938.400 162.800 1.101.200
Growth number of farmers + workers per product
Product 2008 2010 Growth %
Cocoa 78.000 125.900 61%
Sugar 11.500 17.600 53%
Tea 179.000 223.700 25%
Coffee 480.000 532.000 11%
What explains this strong growth?
Production areasmall farmers(hectares)
Product Africa Asia L-America
World
Bananas - - 1,96 1,96
Sugar 1,45 - 3,25 2,91
Cocoa 4,02 - 2,55 3,02
Coffee 0,91 0,87 2,43 1,50
Fresh fruits 2,79 - 2,05 2,60
Rice 0,13 2,72 - 2,30
Tea 0,27 0,57 - 0,29
Coton 0,60 1,35 - 1,00
All products 0,82 1,13 2,49 1,40
Bananas Coffee Cane sugar0
5
10
15
20
25
30
35
40
Volume (x 10.000 MT)
200720082010
Fairtrade sales volume
Fairtrade coffee: 108.000 MT532.000 farmers
Utz coffee:121.000 MT157.000 farmers
Cocoa Wine grapes Rice0
5
10
15
20
25
30
35
40
45
Volume (x 1.000 MT)
200720082010
Fairtrade sales volume
Percentage sold under Fairtrade conditions
Wine grapes
Tea
Rice
Coffee
Cocoa
Cane sugar
Bananas
0% 20% 40% 60% 80% 100%
Small Producer Organizations Hired Labour Organizations
Premium realized by Fairtrade sales
Received premium:€ 51,5 million( growth +22%)
CoffeeBananasFlowersCane sugarCocoaTeaOther
24%
34%
9%
9%
8%
8%
Average premium per organisation
2008
2010
€ 80.000
€ 62.000
Average premium per member
€ 54
€ 40
ReceivedFairtrade Premium
Spending of Fairtrade Premium(producer organisations)
Production & processing
Organisation
Community (education, environment and health)
Other (vb. Micro-credit)
24%
30%
18%
28%
Spending Fairtrade Premium(Hired labour)
Community (hous-ing, drinking water)
Education
Environment & health
Investments in workers
Other (vb. Micro-crediet)
20%
33%
9%
15%
8%8%22%
Conclusion Fairtrade changes lifes !
Support &
Priorities 2012
Stef Van Linthoudt - Senior Market Manager RetailIngrid Bottleberghs - Marketing & Communication ManagerBarbara Goffin - Market Manager A Brands & Cacao
Support Max Havelaar
Train & inform your organisation to become a Fairtrade expert :
• Sales team – Cat Man – Shelf Man – Marketing& Com
• Sourcing & supply chain information
• Customer events
Market info : Retail – OOH
• Quantitative & qualitative studies ( Gfk - TNS Dimarso e.o )
Catalyst inbetween partners & Networking with all
• Networking event (commercial conference, …)
Support Max Havelaar
Missing link : North – South
• Producer visits to Belgium
• Mission to the South
Tailor made actions :
• Week of Fairtrade
• Fairtrade work
• Cacao campaign
• Support your actions (trade-show, …)
Media attention and communication tools ( POS e.o )
Support &
Priorities 2012
Stef Van Linthoudt - Senior Market Manager RetailIngrid Bottleberghs - Marketing & Communication ManagerBarbara Goffin - Market Manager A Brands & Cacao
513.000 COFFEE farmers with still 60% of their production available under FT conditions …
Enlarge the market for producers by achieving 5% SOM => 600T
extraBy : 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
Our dreams for 2012-13:
Realize the bulk of the growth with core market partners (retail/ foodservice)
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.
Priorities 2012