Fair trade - Names and Narratives

Fair Trade

Of Names and Narratives

My short version of events…

Back in Cambridge…

My Uncle Edwin’s coffee beans!

The trade value of names and narratives

• Uniqueness

• Reputation

• Tradition

Intangibles

BRANDS

The value of intellectual property

“It is estimated that by 2007… as much as 90% of the value of the world’s top 2000 enterprises will consist of intellectual property” Price Waterhouse Coopers

Ethiopia Case – Light Years IP

Distinctive Values in African Exports: How Intellectual Property can raise export income and alleviate poverty.

• 2006/7 Export Income from Harar, Sidamo and Yirgacheffe coffee - $100M

• Revenue in global retail markets -$2000M

2004 – Light Years IP + Ethiopian IPO + Ethiopian Fine Coffee Stakeholder Committee.

• First country to register trademarks for its coffee.

• First country to issue licences for its coffee.

The trade value of names and narratives

Brand Management Policies

• Trademark (name ownership) – move from commodities to assets.

- Trademark registrations in 30 countries.

• Licence (narrative) – set out distributionterms + own brand quality control.

- Distributors required to obtain licenses.

Licensees include: Starbucks Taylors of Harrogate Green Mountain Coffee

Brand management policies

RESULT – 2007- 2010:

$200M extra revenue (100%

increase) for 4 million fine coffee farmers and small traders

Benefit for distributors• Contribute views and energy to joint

promotions.• Jointly secure access to increased supply

of unique coffee.

FutureIncreased awareness through umbrella brand for the largest range and types of unexposed fine coffees, potential value in export income in excess of $1.2bn p.a.

Fair Trade is owning your brand

It is about Hadhi (Dignity)

http://youtu.be/_D-bnsyJjZI?list=PL654D11C739CBB876

Asante (Thank You)