Fairtrade Fruit Market in the UK Refresh Conference 2010 Mark Varney - PowerPoint PPT Presentation

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Fairtrade Fruit Market in the UK Refresh Conference 2010 Mark Varney

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  1. Fairtrade Fruit Market in the UK Refresh Conference 2010 Mark Varney Head of Business Development, Fairtrade Foundation

  2. 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.”

  3. Fairtrade Standards Social, Organisational and Gender Environmental Economic

  4. The Fairtrade Community Founders and Funders Business Campaigners

  5. UK Sales of Fairtrade Products 1999 - 2009 2009: 12% increase from 2008

  6. Fairtrade Fruit Available in the UK

  7. 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

  8. Fairtrade is the top-of-mind ethical label for one-third of people Unprompted, Combined Mentions, 2010 When asked about ethical / environmental labels on products, Fairtrade was mentioned spontaneously by 32% of people.

  9. Top 5 Fairtrade Products Recognised Labels Seen Most Often On…

  10. 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

  11. Fairtrade Foundation 5 Year Strategy: Tipping the Balance Increasing Fairtrade’s impact on producers’ lives Shifting public opinion and consumer lifestyles to make Fairtrade the norm Expanding business engagement with Fairtrade from just compliance to deeper commitment Growing Fairtrade’s share of key markets to propel sales to a new level Scaling up and developing the Fairtrade Systems

  12. Driving consumer demand forFairtrade fruit- 2009

  13. 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

  14. Fairtrade Fortnight 2010 The Big Swap

  15. 2010 and Onwards: Fairtrade Fresh Fruit Campaign • 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

  16. Bompas & Parr Their 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

  17. Future Strategies to grow Fairtrade Fruit • 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

  18. Tipping the Balance Mark Varney mark.varney@fairtrade.org.uk