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Pay Us a Fair Price for Our Coffee, and We Will Make Poverty History for Ourselves

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Pay Us a Fair Price for Our Coffee, and We Will Make Poverty History for Ourselves HOW NEW ZEALANDERS BUYING FAIRTRADE BENEFITS PRODUCERS IN DEVELOPING COUNTRIES This report has been produced by Fairtrade Labelling Australia & New Zealand (FLANZ) and Oxfam New Zealand. Analysis has covered the period of New Zealand Fairtrade purchases and sales from 1 January 2004 to 31 December 2009. © April 2010 “‘Pay us a fair price for our coffee, and we will make poverty history for ourselves. Kimaro of the Kilimanjaro Native Co-operative Union FAIR TRADE is a global movement tackling poverty and empowering producers through trade. Fair trade’s purpose is to create sustainable market opportunities for producers in developing countries who have been economically disadvantaged or marginalised by the conventional trading system. Fairtrade Labelling is a global network of non-government organisations pursuing the fair trade agenda through the certifi cation and labelling of products, such as coffee, tea and chocolate. The Fairtrade Label allows consumers to identify products that meet agreed environmental, labour and developmental standards. The Fairtrade Labelling system is overseen by a standard setting body, FLO International, and a certifi cation body, FLO-CERT. Certifi cation of Fairtrade involves independent auditing from production to packaging of products ready for consumption. PROVIDING A FAIR DEAL FOR FARMERS AND WORKERS Fairtrade Labelling provides farmers, workers and their communities with real economic, social and environmental benefi ts for the Fairtrade Certifi ed products they sell. The Fairtrade Standards defi ne the rules of Fairtrade trading and outline a number of benefi ts that must be provided to Fairtrade producers and their organisations. These include: The Fairtrade Minimum Price: designed to cover the costs of sustainable production. The Minimum Price acts as a fl oor price that protects farmers from unsustainable downturns in the market and offers them stability and security of income. The Fairtrade Premium: an additional fi nancial payment to producer organisations over and above the Fairtrade Minimum Price (and any FAIRTRADE CERTIFICATION Organic Price Differential) for investment in improving social, economic Fairtrade Certifi cation and auditing is conducted by and environmental conditions in the community. independent third party organisations. To receive The opportunity for pre-fi nancing: allows producers to access up to certifi cation producer organisations must meet minimum 60% of their fi nal Fairtrade contract value in advance to enable them to standards and pass an on-site inspection. Successfully get the product to market. meeting these requirements leads to the granting of Fairtrade Certifi cation for a three year period. During Long-term contracts: allow for stability and predictability and therefore that period the producer organisation will undergo two future planning. surveillance audits and then a renewal audit at the end of Access to export markets: facilitated through the Fairtrade network to the three year period. improve market opportunities for producers. Traders are audited to ensure they are paying the Fairtrade Being organised into democratic organisations: means that producers Minimum Price and Fairtrade Premium to certifi ed are in a better position to negotiate with exporters, to invest in skill producers, and maintaining supply chain traceability. development and to deliver community development projects. Similarly, wholesalers and manufacturers who package the The Organic Price Differential: a fi nancial incentive paid to producers product for the consumer are required to ensure traceability of some Fairtrade products such as cocoa and coffee to cover the of ingredients in products that carry the Fairtrade Label. additional costs of certifi ed Organic production and to encourage the There are established processes for dealing with any use of environmentally friendly practices. non-compliances found through the certifi cation and CCT, East Timor, Courtesy CCT monitoring system which range from corrective action orders, suspensions or decertifi cation. For more information on the principles and processes of Fairtrade Certifi cation, see our information sheet available at: www.fairtrade.org.nz/Producersandimpacts Any questions or concerns about Fairtrade Certifi cation can be directed to [email protected] THE NEW ZEALAND FAIRTRADE MARKET: A MARKET IN GROWTH The New Zealand Fairtrade market has experienced very healthy and sustained growth since its beginnings in 2004. FAIRTRADE RETAIL SALES AND NUMBER OF FAIRTRADE LICENSED COMPANIES IN NEW ZEALAND BETWEEN 2004 AND 2009 Initially nine companies were involved in selling Fairtrade coffee and tea. Retail sales reached NZ$261,050 in 2004. 20,000,000 60 By 2009, the number of New Zealand companies licensed to Number of Fairtrade Licensed Companies sell Fairtrade products increased to 51. Their combined retail 50 sales topped NZ$17.5 million. Fairtrade products currently 15,000,000 available in New Zealand are: coffee, tea, chocolate, cocoa, 40 bananas and cotton. This growth in Fairtrade retail sales is great news for NZ$ 10,000,000 30 small-scale farmers and workers in developing countries. Increased Fairtrade sales means that more trade is taking place under Fairtrade conditions and that more farmers 20 and workers are receiving the economic, social and 5,000,000 environmental benefi ts of Fairtrade. 10 While the market for Fairtrade in New Zealand is still relatively small, the move towards the purchase of ethical 00 2004 2005 2006 2007 2008 2009 products is a worldwide phenomenon. The global Fairtrade market grew by 22% in 2008. New Zealand Fairtrade market growth over the same period was 69%. The New Zealand Retail sales* *All Fairtrade retail sales for Australia and New Zealand are estimates based on wholesales fi gures reported to Fairtrade Labelling Australia and Number of Fairtrade market will continue to grow strongly. New Zealand (FLANZ). Reported wholesale fi gures are conservatively Fairtrade businesses marked up by 30% to refl ect the total value of Fairtrade retail sales. CoopeAgri, Costa Rica A FAIR PRICE FOR COFFEE FARMERS Fairtrade: A Safety Net for Coffee Farmers The price received for Arabica coffee has fl uctuated wildly over the CoopeAgri was created in 1962 and is based in San Isidro de last 20 years. For 15 of those years the market price for Arabica coffee Pérez Zeledón in Costa Rica. (as measured by the New York coffee exchange, the New York “C” market) has been below the Fairtrade Minimum Price. CoopeAgri uses some of its Fairtrade Premium to invest in their Fairtrade Coffee Nursery. Between 2001 and 2004 at the height In 2001 the Arabica coffee market price reached an all-time low of of the most recent coffee crisis many non-Fairtrade farmers NZ$1.43/kg. As outlined in the report by Oxfam International, Mugged: abandoned their fi elds and subsequently were unable to Poverty in your Coffee Cup, in 2002, this was economically unviable for reinvest in coffee plants. The coffee nursery project is offering many farmers and resulted in their children being removed from school, farmers the opportunity to renew their production. It is also an inability to access healthcare and family disruption as adults left their providing new plants to replace aging and damaged plants. communities to fi nd alternative work. [Coffee plants’ productivity cycle is about 20 years.] In 2001 Fairtrade Certifi ed Arabica coffee farmers were spared the market During 2008, the nursery provided 240,720 plants to coffee farmers. low because their incomes were protected by the Fairtrade Minimum Price “During the international coffee crisis hundreds of coffee which was NZ$3.85/kg at that time. This meant their income was more than growers abandoned their fi elds, nearly 20% of all growers. double the income of non-Fairtrade farmers. The Fairtrade Minimum Price Today, with the Fairtrade Premium being invested in a coffee acts as a fl oor price to protect farmers from unsustainable downturns in the plant nursery farmers have been given another chance of market. Whenever the market price is above the Fairtrade Minimum Price, staying in the activity they inherited from their parents.” Fairtrade producer organisations receive the market price for their produce. Victor Hidalgo, CoopeAgri coffee grower THE ARABICA COFFEE MARKET 1989-2009: COMPARISON OF FAIRTRADE AND NEW YORK PRICES © Fairtrade Foundation 320.00 Frost Damage in Brazil 1994 280.00 Drought in Brazil 240.00 February 2008 10-year high of 164.40 cents 200.00 (‘tightness’ of coffee supply) Collapse of International Drought in Brazil Coffee Agreement 1989 160.00 FAIRTRADE PRICE US cents/lb 120.00 80.00 Autumn 2008 NEW YORK PRICE October 2001 coffee and other commodity 40.00 30-year low of 45 cents prices depressed by 0 (oversupply of coffee) global fi nancial crisis Oct 1989 Sept 1992 Aug 1994 May 1997 Dec 1999 Nov 2002 Sept 2005 Jan 2009 FAIRTRADE COFFEE — PROVIDING ECONOMIC BENEFITS TO FARMERS Although we are seeing a growing variety of Fairtrade products in the New Zealand market, Fairtrade Certifi ed coffee remains the most FAIRTRADE ECONOMIC BENEFIT FROM FAIRTRADE COFFEE IMPORTS TO NEW ZEALAND purchased Fairtrade product. In 2009 coffee made up 90% of retail sales. In 2009 Arabica Fairtrade coffee accounted for 92% of all Fairtrade coffee 1,200,000 in New Zealand and 87% of the Arabica coffee was also certifi ed Organic. Fairtrade Certifi ed coffee in New Zealand originates from 12 different 1,000,000 countries in Africa, Asia, Asia-Pacifi c and Latin America. These countries include East Timor, Papua New Guinea, Ethiopia, Tanzania and Peru. 800,000 The direct Fairtrade Economic Benefi t accruing to producer organisations selling Fairtrade coffee to the New Zealand market has increased 600,000 signifi cantly especially since 2007 to reach just over NZ$1.1 million in NZ$ 2009. This was due to continuing large increases in Fairtrade coffee sales together with an increase as of 1 June 2007 to the Fairtrade Premium 400,000 [up from NZ$0.16/kg to NZ$0.32/kg] and to the Organic Price Differential [up from NZ$0.48/kg to NZ$0.64/kg].
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