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Introduction . Frans De Bie - President of the board of Max Havelaar. Producers in equal power balance Structural changings for a faster decision making . International Organisation Development. PAST . TODAY. Max Havelaar Belgium Highlights 2011. Lily Deforce - Director.

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introduction
Introduction

Frans De Bie- President of the board of Max Havelaar

international organisation development

Producers in equal power balance

Structuralchangingsfor a fasterdecision making

International Organisation Development

PAST

TODAY

slide6

Demand

  • Campaigns
  • Communication
  • Offer
  • Market management
  • Control and Certification
  • Support
  • Marketing & Communication
  • HR, Finance, IT
  • Producers support
  • Stakeholdermanagement
slide7

Access to the Belgian Market For Fairtrade Producers

Lynn Geerinck

Coördinatrice

FairTradeGemeente

MariekeColpaert

Coordinatrice régionale

FairTradeGemeente

Koen Vanmeerbeek

Regionaalbegeleider

Vlaams Brabant en Limburg

Matilde Defraeije

Control & Certification

officer

Barbara Goffin

Market Manager

Heleen De Wulf

Coordinator

Fairtrade@Work

Pierre Laviolette

Coordinateur CDCE

Michael Van overtstraeten

Control, auditing, product certification, labeling & licensing.

Christine Englebert

Market Manager

Lily Deforce

Director

Demand

Offer

Support

Ingrid Bottelberghs

Marketing & Communication Manager

Els De Mol

Finance & HR

Special thanks

to our volunteers and Interns

NeleGulinck

Office Manager

Daniel Vindevogel

Online & IT Coordinator

KarlienWouters

Stakeholder

and policy manager

Stef Van Linthoudt

Senior RetailMarket Manager

slide8

EstimatedRetail Turnover 2011 = 77 mio €

(e.r.p)

+10%

Growth of 10 % in 2011 versus 2010 !

slide9

EstimatedRetail Turnover emergingcategories

+10%

Emergingcategories good for a growth of 10 %

market results 2011
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
slide13

!!! Ici qualité de l’image bofbof… je m’en occupe !!!

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
slide14

!!! Ici qualité de l’image bofbof… je m’en occupe !!!

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,…)
slide17

TV Spots

NL

FR

UK

impact in the south
Impact In The South

Karlien Wouters - Stakeholder and Policy Manager

slide19

Based on monitoring and evaluation data from auditing reports FLO-Cert (869)

  • 96% of certified producer organisations
  • Last report: 2008

The scope & benefits of Fairtrade