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Fairtrade Towns FAIRTRADE TOWNS TAKING YOUR COMMUNITY CAMPAIGN FORWARD CONTENTS WELCOME 1 Introduction 1 Fairtrade Towns – a people’s movement for change This guide is a toolkit for Fairtrade Community campaigners 4 How the campaigning landscape is changing who are looking for ways to take their Fairtrade campaign 6 Part one: Working with business forward after the initial success of achieving Fairtrade status. 6 Local businesses and workplaces It builds on the ideas in the original Fairtrade Town Action 8 What makes Fairtrade unique? 9 Big business: High street stores and brands Guide – which contains a wide selection of useful case studies and information on achieving and developing 10 Part two: Lobbying and outreach 10 Local authorities and public procurement Fairtrade Town status. 12 How to engage with MPs and MEPs 14 Growing the movement 16 Part three: Effective and healthy steering group 16 Maintaining momentum 18 Share the workload 20 Recruiting new members 22 Renewing Fairtrade Town status FAIRTRADE TOWNS: 24 Further resources and links A PEOPLE’S MOVEMENT FOR CHANGE Since the Lancashire market town of Garstang became the first Fairtrade Town back in 2001, communities in nearly 600 towns, villages, counties, islands, cities and boroughs have joined this people-driven movement for change across the UK. With over 1,300 Fair Trade towns globally, each and every one is part of a unique and truly global movement, connecting consumers and producers to bring about a better, fairer world. 2014 marks the 20th anniversary of the FAIRTRADE Mark in the UK. It’s a time to celebrate the amazing achievements of everyone involved in the Fairtrade movement. It’s also a time to reflect on how far we have to go to make all trade fair and how our tactics as campaigners might evolve to the new environment we’re operating in. Fairtrade Towns Action Guide 1 THE AVERAGE OVER COCOA FARMER SELLS £1.5BN 70% ONLY 28% LESS SPENT ON FAIRTRADE OF THE WORLD’S FOOD IS OF THEIR PRODUCE PRODUCTS IN 2012 ON FAIRTRADE PRODUCED BY SMALL FARMS, TERMS THAN 1% (THE EQUIVALENT OF YET HALF OF THE WORLD’S JUST OVER £1 PER £23.3M OF GLOBAL COCOA AND HOUSEHOLD, PER HUNGRIEST PEOPLE OF FAIRTRADE SUGAR SALES ARE WEEK) ARE SMALLHOLDER PREMIUM PAYMENTS TO FAIRTRADE FARMERS PRODUCERS FROM UK SALES IN 2012 1.3M FARMERS AND WORKERS SELLING PRODUCE AS FAIRTRADE IN 2013 Supermarket FAIRTRADE First Fairtrade FAIRTRADE Fairtrade Copmanthorpe Sainsbury’s and 1,000 Fair Fairtrade Scotland 20th till receipt Mark launched bananas in the Mark awareness: roses, footballs Methodist Waitrose switch Trade Towns sales reach declares itself Anniversary of campaign in the UK: Green UK sold by the 25% and wine are Church, York, all their bananas Cadbury Dairy Fairtrade worldwide £1.5 billion the world’s the FAIRTRADE launched: & Blacks Maya Co-operative launched becomes to Fairtrade Milk becomes Supporters second Fair Mark in the UK The number of Fairtrade Campaigners Gold chocolate, the 1,000th the first major Go Bananas: Trade Nation Trade Justice Fairtrade Towns Wales declares Supporters collect till Cafedirect Fairtrade chocolate bar Breaking the Movement reaches 32 itself the world’s achieve a receipts and coffee and Church in to go Fairtrade world record founded to Garstang first Fair Trade Guinness World present them Clipper Tea the UK. for the most bring about becomes Nation Tate & Lyle Record for the to major were the first bananas eaten fundamental world’s first 750,000 votes commit to longest piece supermarkets to three products Sales of simultaneously change to the Fairtrade Town for trade justice switching of handmade call on them to Fairtrade across the unjust rules handed in to 10 100% of retail bunting calling stock Fairtrade Fairtrade sales products top country (nearly and institutions Downing Street branded sugar for an end products reach £30 £500 million 500,000) St Maxentius, governing as part of Make to Fairtrade to harmful 2012 million per year Bolton, international Poverty History subsidies 2014 becomes trade Trade Justice 2004 affecting cotton the 1,000th Parade: 8,000 producers people march Fairtrade school 2003 in London for in the UK trade justice 1994 prior to the Doha round of World Trade New 1993 Organization development talks 2007 framework 2008 to replace 2005 2011 Millennium 2000 Development 2013 Goals 2009 2001 2015 2 Fairtrade Towns Action Guide Fairtrade Towns Action Guide 3 HOW THE CAMPAIGNING LANDSCAPE IS CHANGING: UNLOCKING THE POWER OF CONSUMERS AND CITIZENS The Fairtrade Towns movement evolved from With this success comes a new challenge: the early Fair Trade pioneers and trade justice to make Fairtrade stand out as unique to campaigns of the 1990s and 2000s. Over the business and consumers in the haze of past decade, Fairtrade Towns have been at Corporate Social Responsibility commitments the forefront of raising consumer awareness and ethical standards and marks. to choose Fairtrade and showing businesses – While it’s important to keep growing the from local shops to multinationals – that the market for Fairtrade, we need to build on this UK public expects them to trade fairly. and go beyond buying Fairtrade by challenging The success of this campaign is clear and the rules and systems which make trade is demonstrated by increasing numbers of unfair. For this we need to unlock the power producers in the developing world getting a of the UK as citizens who can hold elected better deal through our every day shopping. representatives to account and demand that In fact, this success has shifted the they alter trade rules and regulations to benefit environment we are campaigning in, marginalised producers. since so many consumers now demand to The rest of this guide focuses on what you shop ethically and business is increasingly can do to take your Fairtrade Town campaign adapting its practices and communications forward in this context. to reflect this. THE TRADE FAIRTRADE JUSTICE: Jubilee Primary School in MARK: FIGHTING THE UNJUST Hackney go bananas for INFLUENCING CONSUMERS RULES THAT KEEP Fairtrade AND BUSINESS FOR PRODUCERS FAIRER TRADE POOR 4 Fairtrade Towns Action Guide Fairtrade Towns Action Guide 5 IS THERE A FLAGSHIP LOCAL BUSINESS WORKING WITH BUSINESS WHICH YOU FEEL SHOULD PLEDGE TO BECOME LOCAL BUSINESSES AND WORKPLACES A FAIRTRADE WORKPLACE, OffERING ? FAIRTRADE HOT BEVERAGES TO STAff AND GUESTS? CHECK OUT FAIRTRADE.ORG.UK/ WORK FOR MORE RESOURCES TO ENCOURAGE WORKPLACES TO SUPPORT FAIRTRADE. Achieving Fairtrade Town status requires ensuring a good availability of Fairtrade products are on offer in the area, but what’s the next step? The short answer is that the Fairtrade Town With over 259,000 outlets UK-wide, serving steering group are best placed to decide 60 million people 38,000 meals a minute, TOP TIPS FOR WORKING WITH BUSINESS where the opportunities are to continue to how do you know what to focus on and grow availability and sales of Fairtrade. who to target in your local community? THINK IN BUSINESS TERMS PREPARE TO HAVE A CONVERSATION • Why should they serve Fairtrade – • Introduce who you are, which campaign what benefits will it provide? group you represent and some of the success you have had in the area WHICH BUSINESSES TO APPROACH IN YOUR LOCAL COMMUNITY? • How would they source Fairtrade – by influencing current suppliers or by • Prepare a list of questions that will help you switching to a new supplier? understand their business. This will help you understand how to encourage their Fairtrade • With over 4,500 Fairtrade products certified commitment most, if not all, suppliers can offer Fairtrade. RESTAURANTS WORKPLACES HOTELS, B&BS PUBS AND BARS • Demonstrate your interest in the business – SANDWICH SHOPS, CAFES AND COffEE SHOPS RESEARCH THE BUSINESS you’re looking to understand their business • What are their business values, do they have and support them in their switch CONVENIENCE STORES AND NEWSAGENTS any ethical policies – can Fairtrade help them • LISTEN as much as possible and don’t be meet these? afraid to ask for clarification WHICH PRODUCTS SHOULD I FOCUS ON? • How can they promote their commitment • Use what you learn to shape your pitch – to Fairtrade in the local community – could respond to the information you’re given. they run an event or get involved with the local press? • Who influences their buying decisions - would the best contact for you to speak to be the business owner, chef or FOR HELP VISIT someone else? FAIRTRADE.ORG.UK/ BUSINESS 6 Fairtrade Towns Action Guide Fairtrade Towns Action Guide 7 WHAT MAKES FAIRTRADE UNIQUE? BIG BUSINESS: FAIRTRADE.ORG.UK/UNIQUE HIGH STREET STORES AND BRANDS • Fairtrade is unique: it is the only DOING BUSINESS Are you ready for a new certification scheme that aims to tackle poverty (through the Fairtrade Minimum Price DIffERENTLY: FAIR TRADE challenge? Why not approach and Premium) and empowers farmers and ORGANISATIONS CAFÉDIRECT high street stores and big workers in developing countries to take a Some companies were created to brands to switch to Fairtrade? more active role in global supply chains make trade fairer. It’s not business • Get in touch with their head offices and • Producers are at the heart of Fairtrade: as usual, or even business with DIVINE ask them if they have considered Fairtrade. producer representatives make up 50% added extras, these companies You can even send individual letters from of the Board of Fairtrade International – have created entirely new business each of your steering group members and the highest decision making body in the models with producers at the EQUAL EXCHANGE contact other Fairtrade Towns in the area Fairtrade system heart of all they do. to do the same • Fairtrade favours small-scale farmers Some of these companies were FULLWELL MILL/ • If you are active on social media then in key products like coffee and cocoa: building fair trading partnerships and TROPICAL WHOLEFOODS why not ask the stores and brands to use it benefits the most marginalised in the new opportunities with producers Fairtrade via Twitter or Facebook? Be friendly global trade system long before the FAIRTRADE Mark existed.
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