introduction frans de bie - president of the board of max havelaar
TRANSCRIPT
Introduction
Frans De Bie - President of the board of Max Havelaar
International Organisation Development1. Producers in equal power balance
2. Structural changings for a faster decision making
General Assembly
LI’sLabelling initiatives
21
PN’sProducer Networks
3
Board
Fairtrade Int.
General Assembly
LI’s50%
FLOPN’s50%
Board
GOT
PAST TODAY
Max Havelaar Belgium
Highlights 2011
Lily Deforce - Director
Agenda
Demand• Campaigns• Communicatio
n
Offer• Market management• Control and Certification
Support• Marketing & Communication• HR, Finance, IT• Producers support• Stakeholdermanagement
Access to the Belgian Market For Fairtrade Producers
Pierre LavioletteCoordinateur CDCE
Marieke ColpaertCoordinatrice régionale FairTradeGemeente
Lynn GeerinckCoördinatrice FairTradeGemeente
Koen VanmeerbeekRegionaal begeleider Vlaams Brabant en Limburg
Heleen De WulfCoordinator Fairtrade@Work
Matilde Defraeije
Control & Certification
officer
Christine EnglebertMarket Manager
Barbara GoffinMarket
Manager
Nele GulinckOffice Manager
Ingrid Bottelberghs Marketing & Communication Manager
Els De MolFinance & HR
Daniel VindevogelOnline & IT Coordinator
Lily DeforceDirector
Demand OfferSupport
Karlien WoutersStakeholder and policy manager
Stef Van Linthoudt
Senior Retail Market Manager
Michael Van overtstraeten
Control, auditing, product certification, labeling &
licensing.
Special thanks to our volunteers and Interns
Estimated Retail Turnover 2011 = 77 mio €(e.r.p)
Growth of 10 % in 2011 versus 2010 !
+10%
Estimated Retail Turnover emerging
categories
Emerging categories good for a growth of 10 %
+10%
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
New products 2001
Les Havelaars
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
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,…)
FairTrade week 2011
945 press articles in 2011
UK
FRNL
TV Spots
Impact In The South
Karlien Wouters - Stakeholder and Policy Manager
The scope & benefits
of Fairtrade
Based on monitoring and evaluation data
from auditing reports FLO-Cert (869)
96% of certified producer organisations
Last report: 2008
