the fairtrade movement: six lessons for the organics sector

The Fairtrade Movement: Six Lessons for the Organics Sector

3rd ISOFAR Scientific Conference28 September - 1 October 2011

john.paull@anu.edu.aujohn.paull@mail.com

Photo: John Paull

Photo: John Paull

Paull, 2010

Arithmetic

Geometric

Growth scenarios for an Organic future ...

Organic

Fairtrade

100%

87.1%

112.1%

UK annual sales (2009)

Bill Leak, 2011

Fairtrade€2.3 billion

Organic€37.2 billion

Global annual sales (2010)

Fairtrade4600%

Organic372%

UK increase over past 12 yrs (2010)

Fairtrade Organic

Fairtrade Organic

*****

* food & farming* product differentiation* 3rd party certification* appeal to ‘ethical’ consumer* price premium

Photo: John Paull

Exposition...

1. logo (identity)

2. narrative

3. provenance

Engagement...

4. place

5. education

6. communities

Six lessons

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

“Itʼs another logo ... it shows a fish, thatʼs the main thing” Seafood exhibitor at Biofach, Nurnberg, 2011

82%recognize

logo

94%trust logo

Fairtrade Logo, UK consumers(2009)

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Narrative: “The Fairtrade Certification Mark is your independent guarantee that this product has been certified with the international Fairtrade standards. The purchase of this product enables the improvement of working and living conditions of producers in developing countries and encourages environmental protection. www.info.fairtrade.net” (Lidl, 2010, rear label).

Provenance: “Highland Coffee from Ethiopia, Peru and Papua New Guinea”

The Story on the Label

Exposition.

..1. logo (identity)

2. narrative

3. provenance

Three lessons

Photo: John Paull

King, 1911

“... a world movement for the introduction of new and improved methods” (King, 1911, p.274).

King called for ...

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

www.lidl.co.uk, 2011

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Photo: John Paull

Organic

Fairtrade

100%

87.1%

112.1%

UK annual sales (2010)

Exposition...

1. have a clear logo (identity)

2. tell the story, the narrative

3. state the origin, the provenance

Engagement...

4. engage with places

5. engage with education

institutions

6. engage with a variety of

communities

Six lessons for Organics

Thank you ... Questions

References

Fairtrade Foundation. (2010). Facts and figures on Fairtrade. London: Fairtrade Foundation.Fick, R. (2009). Fairtrade flows against the tide (press release, 17 April). London: Fairtrade Foundation.IGD. (2008). Ethical Shopping - Are UK Shoppers Turning Green? Watford, UK: Institute of Grocery Distribution (IGD) IGD. (2010). Ethical & Sustainable Shopping. Watford, UK: Institute of Grocery Distribution (IGD) Lidl. (2010). Fairglobe Highland Coffee from Ethiopia, Peru & Papua New Guinea, 100g. London: Lidl UK GmbH.Mall, F. (2010). Fairtrade movement celebrates as Bicester becomes the 500th Fairtrade Town (press release, 1 November). London: Fairtrade Foundation.Paull, J. (2007). China's organic revolution. Journal of Organic Systems, 2(1), 1-11.Paull, J. (2009). The Living Soil Association: Pioneering Organic Farming and Innovating Social inclusion. Journal of Organic Systems, 4(1), 15-33.Paull, J. (2010). The Future of Organic Agriculture: Otopia or Oblivion? Innovative Science Editions, 1, 11-14.Soil Association. (2010). Organic market report 2010. Bristol: Soil Association.Willer, H., & Kilcher, L. (Eds.). (2010). The World of Organic Agriculture: Statistics and Emeging Trends 2010. Bonn, Germany: International Federation of Organic Agriculture Movements (IFOAM); Frick, Switzerland: Research Institute of Organic Agriculture (FiBL).