© Fairtrade 2010 31-03-2011 Licentiehoudersvergadering Réunion des détenteurs de licence Welkom - Bienvenue
Licentiehoudersvergadering%2031march2011%20presentatie
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© Fairtrade 2010
31-03-2011
Licentiehoudersvergadering
Réunion des détenteurs de licence
Welkom - Bienvenue
© Fairtrade 2010
Agenda 14.00 Voorwoord – Préface
14.10 Highlights 2010
14.25 2010 in cijfers – en chiffres
14.40 GFK panel
15.00 Synovate Qualitative research
15.20 COFFEE BREAK
16.00 Foodstep
16.20 Highlights 2011
16.50 Slotwoord – Epilogue
17.10 Network drink
© Fairtrade 2010
VOORWOORD
PREFACE
Frans De Bie, president of the board of Max Havelaar
© Fairtrade 2010
MAX HAVELAAR BELGIUM
HIGHLIGHTS 2010
Sandra Galbusera, Communication manager
© Fairtrade 2010
© Fairtrade 2010
MONS, première ville wallonne équitable
© Fairtrade 2010
© Fairtrade 2010
9de Week van de Fair Trade/
9ième Semaine du Commerce Equitable
Conference = kick off moment
© Fairtrade 2010
© Fairtrade 2010
© Fairtrade 2010
© Fairtrade 2010
Communication tools 2010:
newspaper press supplement
© Fairtrade 2010
Communication tools
© Fairtrade 2010
2010
In cijfers – En chiffres
Christine Englebert, Market manager coffee, sugar & rice – OOH channel
© Fairtrade 2010
19 Labelling initiatives
60 Producing countries
1.5 Million producers
827 Producer organizations
62 Mio€ Fairtrade premium
Fairtrade
International
© Fairtrade 2010
189 Licensees active
81 Belgian licensees active
12 New licensees in 2010
1.377 Fairtrade products available on the Belgian market
Fairtrade
Belgium
© Fairtrade 2010
Fairtrade
Belgium
2010
- Major product categories
Bananas 6.303.560 kg +3%
Cane sugar 2.165.104 kg +24%
Coffee 1.342.629 kg +8%
Composite 5.363.332 € +20%
Cotton 1.128.252 € +13%
© Fairtrade 2010
- Fairtrade grows +7% in 2010
Total Fairtrade Market value Belgium 2010 : 60,2 mio € *MHB
Retail Fairtrade Market value Belgium 2010 : 32,5 mio €*GFK
Evolution
Fairtrade
Turnover
Belgium
2010 - 2009
© Fairtrade 2010
- Notoriety of Fairtrade Max Havelaar
- 70% of Belgian consumers know
Fairtrade (9/10 can give a good definition of it)
- 56% know Fairtrade Max Havelaar
(spontaneous) (Oxfam = 70%)
- 78% know Fairtrade Max Havelaar
(aided)
- 60% recognize the label
- 74% of them have ‘trust’ in the
guarantees of the label
Fairtrade
Awareness &
Notoriety in
Belgium
2010
© Fairtrade 2010
2010
GFK Consumer Panel
Karina De Cock, Retail insight director
© Fairtrade 2010
Synovate
Qualitative Research
Ellen Ceulemans, Researcher Synovate
© 2011. Synovate Ltd. All rights reserved.
The concepts and ideas submitted to you herein are the intellectual property of
Synovate. They are strictly of confidential nature and are submitted to you under the
understanding that they are to be considered by you in the strictest confidence and
that no use shall be made of the said concepts and ideas. Synovate does not, in
providing this report, accept or assume responsibility for any other purpose or to any
other person to whom this report is shown or in to whose hands it may come save
where expressly agreed by our prior consent in writing.
Meaning and perception
of Fairtrade
• Prepared for: Max Havelaar
• Prepared by: Synovate
• Date: 31 maart 2011
23 © 2011. Synovate Ltd.
Content
• Objectives and method
• Meaning and perception of
Fairtrade
• Perception of Max Havelaar
Objectives and
method
25 © 2011. Synovate Ltd.
Objectives and method
2006
2011
Consumer’s meaning and perception of Fairtrade?
Qualitative group sessions with heavy/ occasional/
non-users:
3 in Antwerp – 1 in Brussels – 2 in Namur
Men – women
Meaning and
perception of
Fairtrade in general
27 © 2011. Synovate Ltd.
Meaning and perception of Fairtrade Different meanings of ‘Fair’
Economical
Social
Ecological
Fairtrade
28 © 2011. Synovate Ltd.
Meaning and perception of Fairtrade Different meanings of ‘Fair’
Economical
Social
Ecological
Fairtrade
• Fighting exploitation and
poverty
• A fair price for producers.
29 © 2011. Synovate Ltd.
• Not only the producer himself,
but the whole community
benefits.
• No child labour, better
circumstances in terms of
work and social life,
investments in education, …
Meaning and perception of Fairtrade Different meanings of ‘Fair’
Economical
Social
Ecological
Fairtrade
30 © 2011. Synovate Ltd.
• Durable use of land and
materials
• Naturalness: no/ less
chemicals during the
production process → healthy
for human and nature
(association with bio)
Meaning and perception of Fairtrade Different meanings of ‘Fair’
Economical
Social
Ecological
Fairtrade
31 © 2011. Synovate Ltd.
• Qualitative products: good
taste, natural/ pure products.
• Do what is promised in the
Fairtrade philosophy: don’t fool
consumers.
Meaning and perception of Fairtrade Different meanings of ‘Fair’
Fair towards
producers
Fair towards
consumers
Fairtrade
• Fair price.
• Fair, stable relationship
between producers and
wholesale buyer.
32 © 2011. Synovate Ltd.
• Qualitative products
• Overall respect for the world
we live in (for humans and
nature → durability)
Meaning and perception of Fairtrade Evolution 2006 → 2011
• Dealing with feelings of guilt
• Solidarity towards the South
Fundamental meaning of Fairtrade
lies in benefit for others (the South).
Fairtrade = from North to South
Fundamental meaning of Fairtrade lies in
benefit for me, (qualitative products +
taking care of the future).
Fairtrade = cooperation between
North and South (from North to South
and from South to North)
Fairtrade
2006
2011
Perception of
brands
34 © 2011. Synovate Ltd.
• Only limited knowledge about
organisations/ initiatives/ labels
(both for non-users, occasional
users and heavy users)
Fairtrade ‘brands’ In general
• Logo’s are not recognised at all
or are recognised but
consumers do not know what
they stand for.
• No or very limited knowledge
on what which organisation
does exactly.
• Idea that all organisations/
initiatives/ labels work with the
principle of a fair price.
Fairtrade
brands
35 © 2011. Synovate Ltd.
• Only very limited knowledge on what the
organisation does.
• Consumers think Max Havelaar is a
brand that sells its own products.
• Especially associated with:
• Coffee
• Bananas
• Book of Multatuli
Fairtrade ‘brands’ Max Havelaar
• Widely known by its name.
• Seen as one the first to work on
Fairtrade → great credibility.
MAX
HAVELAAR
36 © 2011. Synovate Ltd.
Thank You For Your Attention.
Our Curiosity Is All Yours.
Xavier Storms
Ellen Ceulemans
Synovate NV
Grote Steenweg 110
2600 Berchem (Antwerpen)
Belgium
Tel +32 (0) 9 216 22 22
Fax +32 (0) 9 216 22 23
E-mail [email protected]
© Fairtrade 2010
Coffee break
© Fairtrade 2010
2011
Highlights
Barbara Goffin, Market manager composite products, cotton
© Fairtrade 2010
New Brand
Strategy
© Fairtrade 2010
New International Brand Strategy
- International harmonisation
- Adaptation of design &
communication tools
- Use of label made easier for printing
- New tone of voice, style, messaging,
…
© Fairtrade 2010
The certification mark (label)
Changes
© Fairtrade 2010
Broader use : 2 logo’s
Certification
Mark (label)
Organisation
Mark MHB
Changes
© Fairtrade 2010
And, … also FLO
© Fairtrade 2010
New
Registration
Tool
Outlets
© Fairtrade 2010
- On-line registration tool
- Free POS-material (doorsticker,
posters, …)
© Fairtrade 2010
HEADLINE
Text text text text text
Text text text text text
Product labelling Option 1/2
FLO certification
Food Composite Policy:
ALL THAT CAN BE FAIRTRADE
MUST BE FAIRTRADE
(open recipes)
Licence contract (normal or small
license contract), licence fees
regular reporting
„Company/shop
communication“ Option 3
Use different components (also different
couverture qualities) for home made
confectionary Food Composite not
viable (NOT ALL THAT CAN BE FT IS FT)
Therefore generic communication on use
of FT-products on company/shop level,
without being product-specific
≠
© Fairtrade 2010
Callebaut communication material
© Fairtrade 2010
- Decrease in fees for coffee
(harmonisation with Holland)
- Maximum fee for small licensees
- New cocoa minimum price +
premium (January 2011)
- New coffee standards & minimum
price + premium (April 2011)
New
Licensing
&
Certification
© Fairtrade 2010
- Database !
Licensing
&
Certification • Integral part of licence contract : product list
• But also a communication tool towards
individual and institutional consumers
• If the data is complete the product will
better show on the website
• Public database is the most visited page !
© Fairtrade 2010
- Database !
Control
&
Certification • Supply-chain
Relevant for consumers
Relevant for you (advanced warning of certification issues and better evaluation impact South)
• Packshots
© Fairtrade 2010
- Database !
The choice is yours !
© Fairtrade 2010
The choice is yours !
© Fairtrade 2010
AGENDA
Events &
Campaigns
2011
Laurent Verheylesonne, Market Manager (Fruit, Honey, Wine, Juices, Flowers – Retail)
© Fairtrade 2010
Your Choice
2nd edition 05/05/2011
Events
© Fairtrade 2010
Campaigns
© Fairtrade 2010
12/05/2011
- Focus on ‘breakfast theme’, in
coordination with activities
Fairtrade@school & Int’l Day of Fair
Trade
- New ‘3-stars’ reward for structural
Fairtrade consumption @ work
© Fairtrade 2010
The Havelaar
Inspiration Guide
© Fairtrade 2010
13/05/2011
A school contest rewarding the
‘funniest’ Fairtrade@school
activity
(in cooperation with Oxfam WW/Mdm)
© Fairtrade 2010
14/05/2011
• Brussels Fair Tour
• Common website
© Fairtrade 2010
10th Fair Trade Week
05-15/10/2011
• 6/10/2011 - Max Havelaar Colloquium
• In cooperation with BTC/Oxfam
• Focus on ‘switch’ & ‘deepening’
• Common theme :‘
Fairtrade is more than a
banana/more than coffee’
Fair Trade
Week
© Fairtrade 2010
Najaarsactie
Action
d’automne
2011
FAIRTRADE IS MORE THAN A BANANA
Fairtrade week is about SENSIBILISATION
MHB ‘autumn action’ is about ACTION
• Stimulating volume of licensees
• Support logo awareness and deeper knowledge on FT
• Maintaining credibility
• FOCUS ON DEEPENING :
Cross-selling => Bring occasional users to different
categories
• It is a joint job !
• Adaptable campaign to the needs/reality of everybody
© Fairtrade 2010
FAIRTRADE
MEER DAN EEN BANAAN
MEER DAN KOFFIE
© Fairtrade 2010
Central
Theme
• So BANANAS & COFFEE have to be our starting point!
• But its about more than that:
More products (cross-selling)
More meaning behind each product:
>Fair products: the quality itself, natural sources, good for me & my family
>Fair production: the future
>Fair trade: good for the farmers
© Fairtrade 2010
© Fairtrade 2010
© Fairtrade 2010
© Fairtrade 2010
360°impact … Media
MH
In-store
theatralization
On/in pack
Coupon
(bananas,
coffee) FB-pagina
Test
Share
coupon
On shelf
(tbc)
In Store online
maxhavelaar.be
Partner websites:
• Oxfam
• CTB/BTC
• Licensees
Distributors
Special
Action
coupon
Lunchpass
(tbc)
© Fairtrade 2010
Window sticker
© Fairtrade 2010
Online banner
© Fairtrade 2010
© Fairtrade 2010
Cross-category
coupons
© Fairtrade 2010
Special offer
Bananas
@ EXKi, The Coffee Club,
Sodexo, Starbucks,...
© Fairtrade 2010
Banana tree display
© Fairtrade 2010
© Fairtrade 2010
To succeed, we need to work
together with all of YOU !
• Licensees of all categories
• Retail (supermarket, Oxfam WW/MdM, bioshops)
• OOH companies (horeca, catering,…)
• BTC/CTB
• Consumers
& Everyone who can share the word…
© Fairtrade 2010
Next Steps
Max Havelaar, Oxfam, BTC & Fé
• Budget for each item
• Coordination of communication with all partiess
• Contact with HighCo & Sodexo Lunch Pass
=> Come back to licensees with budget proposal &
toolbox for MAY 15, 2011.
© Fairtrade 2010
Slotwoord - Epilogue
Lily Deforce, General manager
© Fairtrade 2010
© Fairtrade 2010
© Fairtrade 2010
optimism
© Fairtrade 2010
optimism
© Fairtrade 2010
optimism
© Fairtrade 2010
challenging
© Fairtrade 2010
challenging
© Fairtrade 2010
challenging
© Fairtrade 2010
inspiring
© Fairtrade 2010
inspiring
© Fairtrade 2010
inspiring
© Fairtrade 2010
inspiring
© Fairtrade 2010
Thank you
© Fairtrade 2010
Networking drink
© Fairtrade 2010