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Fairtrade Fruit Market in the UK Refresh Conference 2010 Mark Varney Head of Business Development, Fairtrade Foundation
Fairtrade Fruit Market in the UKRefresh Conference 2010
Mark VarneyHead of Business Development, Fairtrade Foundation
The Fairtrade Foundation’s Vision“Our vision is of a world in which justice and sustainable
development are at the heart of trade structures and practices so that everyone, through their work, can maintain a decent and
dignified livelihood and develop their full potential.”
0.00
40.00
80.00
120.00
160.00
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280.00
320.00
US
cent
s/lb
Fairtrade
New York
Jan 1989 June 2007Jan 1996 Oct 1999
Frost damage in Brazil 1994
Drought in Brazil 1999
Drought in Brazil 1997
Collapse of International Coffee Agreement 1989
NB Fairtrade price = Fairtrade minimum price of 121 cents/lb + 10 cents/lb premium*When the New York price is 121 cents or above, the Fairtrade price = New York price + 10 cents * Premium was increased from 5 cents/lb on 1 J une 2007The NY price is the daily closing price of the second position Coffee 'C ' futures contract at the NY Board of Trade © Fairtrade Foundation
The Arabica Coffee Market 1989-2007: Comparison of Fairtrade and New York Prices
October 2001 30-year low of 45 cents
March 2003
Fairtrade Standards
Social, Organisational and Gender Environmental
Economic
The Fairtrade Community
Business
Campaigners
Founders and Funders
UK Sales of Fairtrade Products 1999 - 2009
2009: 12% increase from 2008
Fairtrade Fruit Available in the UK
Recent and Upcoming Fairtrade Produce Launches
Melons - Dec 2009
Vegetables - May 2010
Sweet Potato (Costa Rica) - TBC
COODAP - Smallholders in Brazil
Homegrown – outgrowers and farms in Kenya
Asoproagroin – Costa Rican Smallholders- diversification from Pineapples
Fairtrade is the top-of-mind ethical label for one-third of people
When asked about ethical / environmental labels on products, Fairtrade was mentioned spontaneously by 32% of people.
Unprompted, Combined Mentions, 2010
Top 5 Fairtrade Products RecognisedLabels Seen Most Often On…
Fairtrade and local- compatible not contradictory
Both focussed on provenance; links between consumer and producer
Fairtrade Towns groups often supportive of Local produce Fairtrade and Local directories Promoting links between Fairtrade and UK Farmers Cumbria and Thanet planning events in 2011 Many councils feature Local in their Fairtrade
resolutions
1. Increasing Fairtrade’s impact on producers’ lives
2. Shifting public opinion and consumer lifestyles to make Fairtrade the norm
3. Expanding business engagement with Fairtrade from just compliance to deeper commitment
4. Growing Fairtrade’s share of key markets to propel sales to a new level
5. Scaling up and developing the Fairtrade Systems
Fairtrade Foundation 5 Year Strategy: Tipping the Balance
Driving consumer demand forFairtrade fruit- 2009
470,001 people went bananas for Fairtrade
• Hundreds of events around the country
• Significant participation and engagement on-line
• Asda, Sainsbury’s, Tesco and Waitrose promoted event on-pack
• Extensive media coverage with Advertising Value Equivalent of £4.8 million
Fairtrade Fortnight 2010 The Big Swap
Focus on 2 key consumer segments Objective of building awareness,
understanding and purchase Exploit success of social media and other
online channels Support of Sporting and other celebrities Activity kicking off in August at The Big
Chill Festival in conjunction with Bompas and Parr
2010 and Onwards: Fairtrade Fresh Fruit Campaign
Bompas & ParrTheir work operates between food and architecture as they explore how the taste of food is altered through synaesthesia, performance and setting.
‘Culinary event masterminds’, The Guardian
‘The 15 people who will define the future of arts in Britain’, The Independent
Continue to drive distribution and product / category switches in Grocery Multiples
Maximise opportunities in Foodservice channel
Olympics 2012
Increasing awareness and understanding of Fairtrade and Fairtrade Fruit and increase purchase
Future Strategies to growFairtrade Fruit
