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The Fairtrade Movement: Six Lessons for the Organics Sector
3rd ISOFAR Scientific Conference28 September - 1 October 2011
[email protected]@mail.com
Photo: John Paull
Photo: John Paull
Paull, 2010
Arithmetic
Geometric
Growth scenarios for an Organic future ...
Organic
Fairtrade
100%
87.1%
112.1%
UK annual sales (2009)
Bill Leak, 2011
Fairtrade€2.3 billion
Organic€37.2 billion
Global annual sales (2010)
Fairtrade4600%
Organic372%
UK increase over past 12 yrs (2010)
Fairtrade Organic
Fairtrade Organic
*****
* food & farming* product differentiation* 3rd party certification* appeal to ‘ethical’ consumer* price premium
Photo: John Paull
Exposition...
1. logo (identity)
2. narrative
3. provenance
Engagement...
4. place
5. education
6. communities
Six lessons
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
“Itʼs another logo ... it shows a fish, thatʼs the main thing” Seafood exhibitor at Biofach, Nurnberg, 2011
82%recognize
logo
94%trust logo
Fairtrade Logo, UK consumers(2009)
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Narrative: “The Fairtrade Certification Mark is your independent guarantee that this product has been certified with the international Fairtrade standards. The purchase of this product enables the improvement of working and living conditions of producers in developing countries and encourages environmental protection. www.info.fairtrade.net” (Lidl, 2010, rear label).
Provenance: “Highland Coffee from Ethiopia, Peru and Papua New Guinea”
The Story on the Label
Exposition.
..1. logo (identity)
2. narrative
3. provenance
Three lessons
Photo: John Paull
King, 1911
“... a world movement for the introduction of new and improved methods” (King, 1911, p.274).
King called for ...
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
www.lidl.co.uk, 2011
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Photo: John Paull
Organic
Fairtrade
100%
87.1%
112.1%
UK annual sales (2010)
Exposition...
1. have a clear logo (identity)
2. tell the story, the narrative
3. state the origin, the provenance
Engagement...
4. engage with places
5. engage with education
institutions
6. engage with a variety of
communities
Six lessons for Organics
Thank you ... Questions
References
Fairtrade Foundation. (2010). Facts and figures on Fairtrade. London: Fairtrade Foundation.Fick, R. (2009). Fairtrade flows against the tide (press release, 17 April). London: Fairtrade Foundation.IGD. (2008). Ethical Shopping - Are UK Shoppers Turning Green? Watford, UK: Institute of Grocery Distribution (IGD) IGD. (2010). Ethical & Sustainable Shopping. Watford, UK: Institute of Grocery Distribution (IGD) Lidl. (2010). Fairglobe Highland Coffee from Ethiopia, Peru & Papua New Guinea, 100g. London: Lidl UK GmbH.Mall, F. (2010). Fairtrade movement celebrates as Bicester becomes the 500th Fairtrade Town (press release, 1 November). London: Fairtrade Foundation.Paull, J. (2007). China's organic revolution. Journal of Organic Systems, 2(1), 1-11.Paull, J. (2009). The Living Soil Association: Pioneering Organic Farming and Innovating Social inclusion. Journal of Organic Systems, 4(1), 15-33.Paull, J. (2010). The Future of Organic Agriculture: Otopia or Oblivion? Innovative Science Editions, 1, 11-14.Soil Association. (2010). Organic market report 2010. Bristol: Soil Association.Willer, H., & Kilcher, L. (Eds.). (2010). The World of Organic Agriculture: Statistics and Emeging Trends 2010. Bonn, Germany: International Federation of Organic Agriculture Movements (IFOAM); Frick, Switzerland: Research Institute of Organic Agriculture (FiBL).