Introduction

Frans De Bie - President of the board of Max Havelaar

International Organisation Development1. Producers in equal power balance

2. Structural changings for a faster decision making

General Assembly

LI’sLabelling initiatives

21

PN’sProducer Networks

3

Board

Fairtrade Int.

General Assembly

LI’s50%

FLOPN’s50%

Board

GOT

PAST TODAY

Max Havelaar Belgium

Highlights 2011

Lily Deforce - Director

Agenda

Demand• Campaigns• Communicatio

n

Offer• Market management• Control and Certification

Support• Marketing & Communication• HR, Finance, IT• Producers support• Stakeholdermanagement

Access to the Belgian Market For Fairtrade Producers

Pierre LavioletteCoordinateur CDCE

Marieke ColpaertCoordinatrice régionale FairTradeGemeente

Lynn GeerinckCoördinatrice FairTradeGemeente

Koen VanmeerbeekRegionaal begeleider Vlaams Brabant en Limburg

Heleen De WulfCoordinator Fairtrade@Work

Matilde Defraeije

Control & Certification

officer

Christine EnglebertMarket Manager

Barbara GoffinMarket

Manager

Nele GulinckOffice Manager

Ingrid Bottelberghs Marketing & Communication Manager

Els De MolFinance & HR

Daniel VindevogelOnline & IT Coordinator

Lily DeforceDirector

Demand OfferSupport

Karlien WoutersStakeholder and policy manager

Stef Van Linthoudt

Senior Retail Market Manager

Michael Van overtstraeten

Control, auditing, product certification, labeling &

licensing.

Special thanks to our volunteers and Interns

Estimated Retail Turnover 2011 = 77 mio €(e.r.p)

Growth of 10 % in 2011 versus 2010 !

+10%

Estimated Retail Turnover emerging

categories

Emerging categories good for a growth of 10 %

+10%

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

New products 2001

Les Havelaars

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

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,…)

FairTrade week 2011

945 press articles in 2011

UK

FRNL

TV Spots

Impact In The South

Karlien Wouters - Stakeholder and Policy Manager

The scope & benefits

of Fairtrade

Based on monitoring and evaluation data

from auditing reports FLO-Cert (869)

96% of certified producer organisations

Last report: 2008

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