Fair Trade Nation Report 2018 Content

About this report 3 - 8

What is a Fair Trade Nation or Region? 9 - 14

What does this mean for Wales? 15 - 20

Conclusion 21

1 Introduction Fair trade is a

In 2018, Wales celebrates 10 years since trading partnership, being declared a Fair Trade Nation. The based on dialogue, campaign was started at the beginning transparency and of Wales’s devolution with grassroots and cross-party support from the Welsh respect, that seeks Assembly. We’ve come a long way since greater equity in then and we’re taking another look at international trade what it means to be a Fair Trade Nation.

We have carried out a review into Wales as a Fair Trade Nation. Our research clearly shows that people want Wales to continue being a Fair Trade Nation, and by offering better trading conditions to, more places internationally are interested and securing the rights of, marginalised in the work going on here in Wales. This producers and workers – especially short report ties together our experience in the South. Fair trade organisations, and activities of the last 10 years with backed by consumers, are engaged the developments internationally, and actively in supporting producers, considers what this means for the future awareness raising and in campaigning of Fair Trade in Wales. for changes in the rules and practice of conventional international trade”. In the past few years, the world has come together and signed up to the Most importantly, we need to remember Sustainable Development Goals and in that the work we do in Wales is done Wales we have the Well-being of Future to change the lives of farmers, workers Generations Act, a first-of-its-kind piece and craftspeople around the world who of legislation requiring public bodies to are not paid fairly or treated with respect demonstrate how they are being globally for the work that they do. Our vision is responsible. We are also seeing the to see an equal world, trading fairly. The world’s trading relationships changing. dedication and support that people and organisations across Wales demonstrate According to FINE1: “Fair trade is a by being a part of the Fair Trade Nation trading partnership, based on dialogue, is done with the ultimate aim to make transparency and respect, that seeks poverty history. greater equity in international trade. It contributes to sustainable development

1 FINE is an umbrella network of key Fair Trade stakeholder organisations: Fairtrade International, the International Fair Trade Association (now the World Fair Trade Organisation), the Network of European Worldshops and the European Fair Trade Association.

2 About this report

This year, as Wales marks 10 years since being declared a Fair Trade Nation, the Research Welsh Government, which is Fair Trade Wales’ main funder, has asked us to For the report we review what a Fair Trade Nation is and carried out research come up with some ideas for the future. through an online survey, focus groups As international interest in Fair Trade and desk research. Both the survey Nations grows, Fair Trade develops and and focus groups used a similar set of as the UK seeks to change the ways it questions around some main topics; trades with other countries, this seems an feelings and opinions around Wales’s appropriate time to reflect on what Wales experience of being a Fair Trade Nation, as a Fair Trade Nation could be in the and what priorities should be worked on future. in the future.

We held eight focus groups: five across The brief Wales with local Fair Trade groups, and three with specific groups: Fairtrade The review’s main purpose is to help universities in Wales, global Fair shape the direction of Fair Trade work Trade researchers and practitioners & in Wales, but it has also enabled us to Assembly Members. Altogether 53 people share our experience, research and attended the focus groups. They were recommendations to other Nations and carried out by Aileen Burmeister and Regions. Julian Rosser, from 11 June to 24 July.

The scope of this review covers three The survey was open for 6 weeks, main areas: from 13 June to 26 July. It was advertised through newsletters, Where we are / What Wales has word-of-mouth, on our website, through done so far partners and on social media, including What a Fair Trade Nation is the use of Facebook and Twitter ads. What Wales as a Fair Trade Nation Respondents all had the order of could look like answers to multiple choice questions randomised to avoid any unconscious This report shows the results of our bias which could have occured. The research and analysis and suggests survey was started 268 times, with 241 recommendations to feed into this responses filling out the survey to various ongoing discussion about Fair Trade degrees. Nations or Regions, as well as for the future of Wales as a Fair Trade Nation.

3 Where we are / What Wales has done so far

Fair Trade Wales We see our role as a catalyst for the Fair Trade movement in Wales to be:

Fair Trade Wales 1 Supporting is the national organisation for Fair 2 Growing Trade in Wales. We 3 Promoting have a vision of an equal world, trading Due to our history, we have an integral fairly and our mission part to play in Wales being a Fair is to be a catalyst for Trade Nation. Our role has included the Fair Trade movement in Wales. supporting and monitoring Wales as a The organisation was initially set up in Fair Trade Nation, though it is clear from 2004 as the Wales Fair Trade Forum the criteria that we are not the owners (including CAFOD, Christian Aid, Fair of a Fair Trade Nation, nor indeed the Do’s/Siopa Teg, Oxfam, Tearfund and sole organisation responsible for its Together Creating Communities) to implementation. Alongside supporting oversee the Fair Trade Nation campaign the grassroots movement, providing and, on June 6 2008, Wales made Fair Trade producer opportunities and history and became the first ever Fair speaking up internationally, we have Trade Nation. gone above and beyond Fair Trade Nation criteria through much of our work Shortly after this, in 2010 Fair Trade over the past 12 years. Some examples Wales was established as a non-profit of work we have carried out and company, limited by guarantee. Since supported include: 2015 we have been part of the Hub Cymru Africa (HCA) partnership, which supports the Wales Africa and Fair Fair Trade Ways Wales Trade communities. Fair Trade Wales and Wales Fair Trade Forum have Fair Trade Ways were introduced to received significant core funding from Wales in 2011. They create walking links the Welsh Government’s Wales for Africa between Fairtrade towns, encouraging programme since 2006. people to visit places supporting Fair Trade, and giving campaigners a chance to promote Fair Trade. They are led by volunteers in Carmarthenshire. Fair Trade Wales has supported this including facilitating Dyborn Chibonga, National 4 Smallholder Farmers’ Association of Fair Trade Voices Malawi, to join the International Fair Trade Ways Festival to walk in the footsteps of Education was a long-term focus for Welsh Poet, Idris Davies in 2017. Fair Trade Wales and produced the Fair Trade Voices project. This developed Fair Trade in Football links between schools and Fairtrade producers. Fair Trade Wales provided (and Rugby) guidance, technical equipment and links for video conferencing between the two This campaign was set up by who could find out more about each Pembrokeshire resident Sharron other. This project was then turned into Hardwick, a strong football and online resources for other schools to Fairtrade supporter to promote the use learn about and get involved themselves. of Fairtrade footballs. The campaign has gone from strength to strength with yearly school Fairtrade football tournaments in Pembrokeshire and much press publicity. We have supported the campaign with advice, support and funding from the HCA partnership and providing networking opportunities. The campaign has won several awards, and has most recently started campaigning for the use of Fairtrade rugby balls as well as footballs. Other groups have been inspired by this idea with Fairtrade football tournaments or procurement Fair Trade Province now occurring in Carmarthenshire, Barry, Monmouthshire, Cardiff Met and more. The Church in Wales (CiW) has been a long supporter of Fair Trade and the Fair Trade Nation. They started a Fair Fair Trade Signs Trade Province campaign in 2015. Fair Trade Wales supported the creation and Since 2013, local groups have wanted assessment of criteria for a Fair Trade visible signs of their Fairtrade status. Province. CiW churches pledge to: use We worked with groups, local authorities Fairtrade tea & coffee, display Fairtrade and the Welsh Government to provide literature, attract media coverage and guidance and part-finance road and more. The goal was to have 70% of car park signs. The signs help promote churches in each diocese pledged. In wider awareness and involvement of the 2015 CiW was declared the world’s population in the Fair Trade movement. first Fair Trade Province in the Anglican Signs are now displayed in: Abergele, church. Ammanford, Barry, Monmouthshire & Newcastle Emlyn. 5 Fair Trade Business Farmers Unions partnerships Businesses are an integral part of Fair Trade. In our Fair Trade Business project, we encouraged businesses to switch their ingredients or products to Fairtrade. We provided guidance on policies and created a National Fair Trade Purchasing guide for Wales to help with procurement. As part of this, we supported local coffee roasting company Coaltown to have a Fairtrade line as part of supplying the National Assembly.

Fair Trade Deals Through our work we recognise the importance of farmers and workers As the UK Government looks to across the globe, including here in Wales. negotiate trade deals post-Brexit, it’s We stand together with farmers’ unions in important that trade policy is designed to calling for fair prices for farmers globally. overcome global poverty and inequality. Each year we bring together Fairtrade In the past two years we’ve been working and Welsh farmers through a farm visit. with others as part of the Trade Justice In 2018, Father John Joseph from a Movement to provide information, Fairtrade and Organic coffee and spices knowledge and cooperative in India, met with Brian campaigning Bowen, Vice-President of the Farmers’ opportunities to the Union of Wales at Brian’s farm. They grassroots Fair Trade shared stories together of the similar movement on this issues that farmers face in Kerala complex and fast and Wales. moving topic.

6 Our research

Our research showed I like that Wales that people still feel is a fair trade very strongly about the importance of Wales 91 nation because it being a Fair Trade demonstrates our Nation and what that concern for, and stands for. We asked ‘How do you feel commitment to, about Wales being a Fair Trade Nation?’ the wider world. (scale from 1, very negative - 100, very Survey respondent positive). The average answer was 91.

We then gave respondents the opportunity to elaborate through an open text box. We asked the same question in the focus groups. Many people mentioned similar feelings. The main themes that came out of the survey and focus groups are: We’ve had a generation going through the  People are proud of being part of a schools now. If we don’t 1 Fair Trade Nation. keep it up then we will  Being a Fair Trade Nation is a lose the next generation. 2 morally responsible thing. Focus group participant  Being a Fair Trade Nation fits with 3 the identity of Wales and Welsh people. It is important to be a Fair Trade 4 Nation as there is still more to do.

7 Activities

What do you think has been some of the best things about Wales being a Fair Trade Nation?

150

100

50

Other Education FT retailersWG support FT networks Campaigning FT in the mediaCouncil supportProducer visits Product promotion Community activity Business switchesUniversity activities

The graph above demonstrates the wide Fair Trade Wales’s education work in range of opinions on which activities previous years. The next two highest have been the best ones as part of categories selected, product promotion Wales being a Fair Trade Nation. Most and Fair Trade retailers, are both linked of these areas have very high numbers to growing the Fair Trade market, so it is so a whole range of activities and areas interesting to see that business switches, are therefore important for a Fair Trade whilst a similar area, is much further Nation to consider. down the list.

As well as education being the highest- In addition, focus groups valued the rated survey response topic, with 137 sense of shared enterprise and responses, it was also mentioned in community being a Fair Trade Nation every focus group with participants brings, the expertise and support of Fair raising the value of work in schools, Trade Wales as an organisation and the the importance of Fair Trade in the leverage that Fair Trade Nation status Welsh curriculum and the impact of affords in dealing with local authorities and decision makers. Focus groups also spoke about the importance of leadership from the public sector being desirable, and the importance of a strong It gives us a really Fair Trade Wales in supporting and maintaining the movement. firm platform to push the Fairtrade message

Focus group participant

8 What is a Fair Trade Nation or Region?

In the section above, we’ve demonstrated Wales Fair Trade Forum (WFTF) and the how Fair Trade Wales, the national Fair Scottish Fair Trade Forum (SFTF) with Trade body, has been a catalyst for the the Welsh and Scottish Governments Fair Trade movement in Wales. People, agreeing to work towards achieving groups and organisations across Wales the goals. The WFTF received Welsh have done a whole range of activities, Assembly Government funding to work from stalls to signs and footballs to faith towards this. An independent panel groups. These activities have been declared Wales as a Fair Trade Nation supported by Fair Trade Wales through in 2008.The panel emphasised that the past 10 years. Now that we’ve achieving status was ‘the first stage of a discussed some of what Wales has done journey2. Therefore a new set 2 of targets as a Fair Trade Nation, we will go on were consulted on and confirmed in to explore what a Fair Trade Nation or 2009 -103. We call these the second stage Region is. We will explain how the idea criteria. came about, definitions of Fair Trade The second stage criteria mirrored the Nations, and issues around this, before previous ones, but were updated to making some suggestions. include more ‘aspirational and longer term’ goals that were considered History important but more difficult to measure. From the outset, it was made clear that The modern Fair Trade movement began for Wales, being a Fair Trade Nation is a in the 1940s and 50s with handicrafts journey. being sold in Europe & the US. The The Fair Trade Nation criteria FAIRTRADE mark was introduced in the included measures on: areas and UK in 1994. This led to areas, such as institutions, public awareness and villages, towns, and counties, showing purchasing, and government and their support by becoming Fairtrade. The Assembly commitments4. These criteria grassroots movements in Wales and are in the following categories: Scotland became county groups who networked together and formed the Wales Measurable nationwide criteria / and Scottish Fair Trade Fora. These Establishment criteria started campaigning to become Fair Wider population criteria Trade Nations. Political and Government criteria In 2006, the first criteria for a Fair Trade Other desirable criteria Nation were drawn up between the

2 A more detailed history of Fair Trade and the Welsh and Scottish Fair Trade Nation campaigns can be found in chapters 2 & 4 of: Smith, A (2011). Fair Trade Governance, Public Procurement and Sustainable Development. PhD Thesis. Cardiff University http://orca.cf.ac.uk/10706/. 3 Chairman’s Welcome - Annual Report and Financial review 2009-2010 4 The second stage criteria in full can be requested from [email protected] 9 Growth guidelines must be ‘relevant and specific to the particular nation or region’.

Since Wales became a Fair Trade Nation Whilst recognising the importance in 2008, there has been international of not having strict static criteria as interest in the idea of a Fair Trade the central definition of a Fair Trade Nation, and this has become a more Nation or Region, the MoU does highlight tangible movement since Scotland different areas which are seen to be became a Fair Trade Nation in 2013. important for a credible Fair Trade Nation Scotland and Wales have gone on or Region. These fit in with the spirit, similar yet separate journeys, with Wales concepts and themes of previous criteria, introducing the second stage criteria whilst also recognising the limitations that and Scotland re-confirming its status strict criteria can bring. These are: as a Fair Trade Nation. Other Nations and Regions have taken different paths, community engagement and with Belgium creating its own targets for awareness being a Fair Trade Country by 2020 and political engagement and support France recently introducing legislation availability and purchasing of Fair for a legal definition of what Fair Trade Trade is. Therefore there is currently no single agreed method for defining, assessing or activities across different sectors renewing as a Fair Trade Nation5. of society trading relationships In 2016, Fair Trade Wales participated in a meeting of representatives interested assessment of a Fair Trade in the concept of Fair Trade Nations and Nation Regions. Discussions were held about This report is feeding into our research, how different areas viewed Fair Trade expertise and experiences of being a Fair Nations or Regions. A Memorandum of Trade Nation and we are hosting another Understanding (MoU) was agreed and meeting of Nations and Regions as part signed by several interested regions and of this review process. nations, including ourselves. In 2017, Northern Ireland declared as a Fair Trade Region, and the MoU was further updated. This shows that there is an appetite for an international definition of a Fair Trade Nation.

The MoU recognises the grassroots nature of Fair Trade Nations and Regions, and how such a campaign has to be ‘a dynamic process’ and that any

5 Further discussion can be found in: Smith, A (2017). Chapter 11: Fair Trade Places. Handbook of Fair Trade. Edward Elgar https://www.e-elgar.com/shop/eep/preview/book/isbn/9781783474622/.

10 Criteria goals must be achieved and assessed. These goals cover different areas such as Councils, retailers, the community, Credibility and awareness. To renew, steering groups create an action plan including Our research shows that people want each goal area and an additional flexible Wales to continue to be a Fair Trade area. Action plans allow for differences Nation, but that they want it to mean in localities whilst ensuring certain core something. In both our focus groups areas are covered. Furthermore, Fair and survey, when asked to elaborate on Trade producers have principles and whether Wales should continue to be standards that they have to meet in order a Fair Trade Nation, people mentioned to be either a guaranteed member or words such as: credibility, relevance, Fairtrade certified. Producer groups can commitment, impact and building on go beyond the requirements and do more achievements. in a variety of areas.

A shared vision, accompanied by an We believe that it is these requirements agreed definition and goals are important and the assessments that go with them to make a Fair Trade Nation claim valid. that make Fair Trade and Fairtrade Trust, transparency and accountability products so trusted with 83% of are important Fair Trade principles. consumers trusting Fairtrade6. We know These beliefs are represented time that in these systems, requirements, and again in the Fair Trade system and standards and criteria movement. are periodically reviewed through Fair Trade beliefs and principles are consultations in a practically demonstrated through different 83% transparent way. systems. For example, for an area to gain Fairtrade status in the UK, certain

6 https://www.fairtrade.org.uk/What-is-Fairtrade/Using-the-FAIRTRADE-Mark

11 Issues was partially due to towns and villages now meeting together in counties or zones, which reduced the number of Whilst recognising the value of criteria groups but not necessarily the activity in making a Fair Trade Nation claim level. We now estimate that 32 groups credible, criteria also have limitations. are meeting, with 3 new places in Wales Static criteria can make a movement having achieved status since 2014. This less responsive to new issues, focus on criterion could have encouraged us to achieving the bare minimum required, take a top-down approach; creating new and prioritise easier or measurable Fair Trade groups to increase numbers, criteria above important but less instead of providing more natural support measurable work. This can shape the to places that already have status but direction of the nation’s Fair Trade either want to move further in their Fair organisations and movement, making Trade journey, or are struggling and need it less flexible to changes or new support to continue. Finding the correct issues that might become relevant and balance can be difficult. important over time. We believe that goals are useful as a For example, the first and second stage signal of a Fair Trade Nation, but should criteria that we use in Wales currently not be considered all that a Fair Trade focus on numbers of groups rather than Nation is. Our previous examples of work level of activity, which is more difficult to have often been encouraging new ideas measure. In a Fair Trade groups audit that go above and beyond criteria, but in 2014 we looked at activity levels. Our that we still see as important parts of a research showed Fair Trade Nation. that of the 63 official Fairtrade Towns and Villages, only 34 of were still actively 34 meeting. This inactivity

12 International Fair Trade Other global developments that impact developments but are not directly linked to Fair Trade are also important, such as changes in technology. Blockchain technology is One essential element of being a Fair being looked into as a way of promoting Trade Nation or Region is to support further trust and transparency into the Fair Trade, and Fair Trade has also had Fair Trade system. The global political many developments over the past 10 system has also changed a lot since years. These include the introduction of 2008. Of particular relevance to us in new products and ways of working with Wales, the vote for the United Kingdom Fairtrade, such as Fairtrade Sourcing to leave the European Union will have a Partnerships, the rise of other ethical vast impact on our trading relationships labels, new legislation in many countries, with all countries, and must be the uptake and dropping of Fairtrade by considered. several large companies and the rise of the living wage concept. Fair Trade With the many changes both globally Organisations have joined with others and to Fair Trade, the World Fair Trade to look into a concept of a Global Living Organisation and Fairtrade International Wage and wages for different areas are have joined together to update and currently being calculated. Recently, relaunch the International Fair Trade the World Fair Trade Organisation has Charter7 which was originally launched voted on introducing the concept of Fair in 2009. This document shows how Trade with relevance to economically the Global Fair Trade Movement works disadvantaged producers, without a to transform trade in order to achieve requirement for those producers to be in justice, equity and sustainability for a developing economy. people and planet.

7 For more information please see: https://www.fair-trade.website/the-charter-1

13 Recommendations  That a Nation or Region develops its own strategy and objectives in The sections above demonstrate that each of these main categories and trade and concepts of fairness change as any additional categories that are the world develops, and the Fair Trade relevant for that particular area. The movement has similarly been evolving strategy and objectives should be to react to new issues. Therefore it is for a set time period (3 -10 years), appropriate that any criteria, definitions and these should be peer reviewed or understandings are reviewed. As by other Fair Trade experts, at least mentioned previously, there is currently one each from the Global North and no single method for defining, assessing South - these experts should be or renewing as a Fair Trade Nation. recompensed for this. Together we need to try and find the That towards the end of set time careful balance between making sure periods an assessment of the that a Fair Trade Nation or Region has Nation/Region against its own meaning, is trustworthy and credible, action plan is carried out, again by as well as allowing for flexibility in each independent Fair Trade experts. of our unique journeys, locations and Nations/Regions should be welcome ensuring that a Fair Trade Nation is to explain any anomalies and relevant to today. The Memorandum of demonstrate extra things done that Understanding between different Nations were not foreseen in the action plan. and Regions recognises the importance of diversity and credibility, and further These processes must be work is ongoing in these areas. transparent and publically available, unless restricted by law. With all of this in mind, we have the following ideas and recommendations  We believe that part of the about what a Fair Trade Nation could be requirements must be related to to present at our Nations and Regions systemic global change in the global group: trading system - something that cannot necessarily be counted or Our recommendations attributed easily but a core element of what Fair Trade is all about. All Fair Trade Nations or Regions should have activity happening in some core categories. ○ We suggest that these core categories could be: ■ Communities ■ Political support ■ Fair Trade products ■ Trading relationships ■ General Awareness ■ Inclusion - reaching diverse sectors 14 What does this mean for Wales What Wales as a Fair Trade Nation could look like

In the report so far, we’ve looked at definitions of Fair Trade Nations and Fair Trade activities that have taken place in Wales. We’ve briefly highlighted benefits and issues around Fair Trade Nations, looked at changes in Fair Trade over the past 10 years, and we’ve made suggestions for Fair Trade Nations in the future.

Our research demonstrates that people want Wales to continue to be a Fair Trade Nation. As the review’s main purpose is to help shape the direction of Fair Trade work in Wales, we need to use the information so far and our research to look at what this could mean for Wales. We are going to look at what this could mean for the Nation, the Government, the people in Wales and for Fair Trade producers.

15 For the Nation These areas accurately reflect the core areas for Fair Trade Nations and Regions agreed in the Memorandum of 99% of respondents to our survey Understanding, which strengthens the wanted Wales to continue being a Fair argument for using these areas for Wales. Trade Nation. We wanted to know what that means to them, so we can Therefore following our previous recommend what is still important, what recommendations we want to see a we have moved on from, and what new Wales Fair Trade strategy developed with things should be included. objectives in each of the following areas:

To help people envisage this, we asked community engagement and the focus groups and survey the open awareness question ‘What should Wales looks like political engagement and support as a Fair Trade Nation in the 2020s?’ and in the survey ‘What activities do you think availability and purchasing of need to happen to make that vision a Fair Trade reality?’. activities across different sectors of society We had 229 responses to these two survey questions. Answers fitted into trading relationships 34 different topic areas. There were 9 inclusion areas that were mentioned by more than 15 different responses each. These are shown below. What should Wales look like? These results show that not only are there are 80 many aspects, such as

Awareness, Education, 60 and Government that are important to people but also that newer areas, 40 such as Businesses, Campaigns and 20 Promotion8, are important

aspects to consider. Number of times mentioned 0 Focus groups also highlighted the promotion Promotion Education Businesses Awareness Grassroots Campaigns of Fair Trade and more Procurement Government Public bodies Fair Trade businesses as Topic areas mentioned over 15 times important factors for the future.

8 This was specifically widespread paid-for advertising as opposed to grassroots awareness raising

16 For the Government One core area of the MoU is trading relationships. Trade is a central element of countries relationships with each other, When asked about what is needed in and when done fairly is a fundamental a Fair Trade Nation, all focus groups element of creating long-term and mentioned the importance of support and sustainable ways to tackle poverty. leadership from the Government. Political Unfortunately many trade deals end support is one of the core areas for a Fair in creating unfair rules which continue Trade Nation in the MoU. poverty cycles. Whilst the Welsh In the survey we asked what the Government will not be making trade Welsh Government should be doing or deals of its own, we believe that it should supporting as part of being a Fair Trade be advocating Fair Trade principles in Nation. Respondents could select up to trade policy and trade deals. three of 12 options plus ‘other’. The graph shows the six options had over 40 ticks.

Our respondents believe that the If we’re really a Fair Government can have direct Trade Nation we need to influence and be part of the Fair Trade get things like Fairtrade Nation in the following ways: Supporting public bodies to use Fair Trade, raising cotton sheets in all the awareness, work in schools, supporting Welsh hospitals businesses to go Fair Trade, campaigning Focus group participant on Fair Trade and Trade Justice and building direct links so Fair Trade producers can sell products in Wales.

If you think Wales should continue being a Fair Trade Nation, what would be the most important things for the Welsh Government to support? Select three.

80

70

60

50

40 Public Awareness Schools Business Campaigning Direct trade bodies raising work switching links

17 For the people 21

Without people across Wales supporting, 37 purchasing and campaigning on Fair Trade, Wales as a Fair Trade Nation 22 would not exist. We had over 300 responses to our survey and focus 15 groups, mostly from people who volunteer their time, expertise and effort Buy FT Grassroots as they are passionate about Fair Trade. Campaign Promotion The results from our survey show that most people filling in our survey did so In our survey we asked ‘What could you because they identify themselves as ‘Fair do to support Wales as a Fair Trade Trade supporters’. Nation?’ An open text box was available. Four main themes for respondents It is clear that people and communities emerged. These were: form a large part of any nation or region alongside organisations and government, Buying Fair Trade products and that community engagement and Campaigning awareness is therefore key in a Fair Trade Nation. As this is the case it is one Being part of a local group of the core areas in the MoU. Promoting Fair Trade

People’s Fair Trade identity

160 140 120 100 80 60 40 20 0

Other Teacher

NGO worker

Elected Politician Fair Trade Supporter Public Sector workerFair Trade business Fair Trade producer Fair Trade Campaigner

18 These numbers show that people feel the biggest thing they can do is to buy Fair Trade products, as this action directly benefits Fair Trade producers. All other The advantage we have in actions have Fair Trade purchasing or Wales is that there is a changes to global trade as an end goal. layer of support not available People also want to continue to be part in England. To have that of or to join their local Fair Trade groups, support from Fair Trade of which there are over 30 across Wales. Wales helped us through This helps them to tap into the Fair difficult times. Because of Trade network across Wales, and remain encouraged and enthused. Fair Trade that many groups will have groups are important in raising awareness stood a better chance of about Fair Trade in their local areas. surviving and thriving.

The Fairtrade Foundation in the UK Focus group participant famously do not pay for advertising, therefore the Fairtrade Mark being at a 93%9 recognition rate in the UK demonstrates the huge impact that Fair Trade supporters have in raising awareness.

Our research suggests that people feel more enthused and encouraged when they feel that they have both political leadership from the Government and support for their local activities from a Fair Trade organisation that understands the Welsh language and context.

9 https://www.fairtrade.org.uk/What-is-Fairtrade/Using-the-FAIRTRADE-Mark 19 For the producer

In the definition of Fair Trade at the beginning of this report, we see that Fair Trade has got two main elements; It sends out a strong better trade partnerships for producers and campaigning for changes to statement that we value conventional international trade. Our people and farmers no research highlights that people feel that matter where they are in it is morally important for Wales to be a the world and that we are Fair Trade Nation and support Fair Trade. against exploitation. This morality is largely to do with treating people equally. At Fair Trade Wales we Survey respondent currently support and organise Fair Trade producers to visit Wales on a regular basis for shared learning opportunities.

A Fair Trade Nation can support producers through having a strong Fair Trade market. The value of Fair Trade goods sold in Wales is one of the criteria for a Fair Trade Nation, which would be a clear indication of the impact that a Fair Am privileged to have Trade Nation is having for producers. toured Wales and met with However this information is difficult to Fairtrade fraternity who obtain on a Wales-wide basis as most data on sales covers the UK and Ireland. are very supportive and Therefore Fair Trade Wales decided to friendly. The Welsh people stop monitoring this criterion in 2010, as have great compassion and it was taking a lot of staff time and effort support for equal justice. I of a small organisation to try and get this information. love them Survey respondent and Overall, independent data from Kantar Fair Trade producer Worldpanel shows that the UK retail sales of Fairtrade grew 7% in 201710. It may be worth seeing if this data is now more easily available, or how a Fair Trade Nation or Region that is a smaller part of a larger sovereign state/country can demonstrate Fair Trade purchases.

10 Fairtrade Foundation article: https://www.fairtrade.org.uk/Media-Centre/News/February-2018/Fairtrade-Fortnight- 2018-UK-consumers-continue-to-embrace-Fairtrade-as-market-grows 20 Conclusion

Our review was intended to help shape have supported throughout the years. the direction of Fair Trade work in Wales. These include responding to both the Our report has been informed by our grassroots movement and external research and analysis, and it suggests developments. With all of this experience recommendations for Fair Trade Nations we have made recommendations for and Regions and ideas for the future of Nations and Regions. Wales as a Fair Trade Nation. Having looked at all these areas, we In this report we have looked at the three believe that a strategy for Wales as a main areas highlighted in our brief: Fair Trade Nation should be drawn up under the core categories mentioned in the Memorandum for Understanding, Where we are / What Wales has with roles for different parts of the Nation. done so far We believe we have good experience of What a Fair Trade Nation is being an important part of a Fair Trade Nation, and that our expertise can be What Wales as a Fair Trade Nation used to help with supporting, growing could look like and promoting the Fair Trade movement in Wales.

We have found out that people are very In light of this research and report, proud of Wales’s achievement and that we are reviewing Fair Trade Wales they want Wales to continue being a strategies and will be producing an Fair Trade Nation. It is important that options paper on the way we think that being a Fair Trade Nation must mean Fair Trade Wales can contribute to Wales something and include strong leadership being a Fair Trade Nation. from the Government. Our research also highlights other areas that could be important to work on as a Fair Trade Nation, and the core areas that the Memorandum of Understanding suggest Fair Trade Nations work on in the future.

We have recognised the importance of credibility that comes from both a joint understanding and transparent assessments of Fair Trade Nations or Regions. We have also discussed the difficulties of static criteria and some of the problems they can bring. We have outlined many pieces of work that we

21 Thank you

We would like to thank everyone who participated in the survey or focus groups. We would also like to thank those that provided guidance and helped with the research and the report: Aileen Burmeister, Lewis Evans, Lila Haines, Cat Jones, Elen Jones, and Julian Rosser.

October 2019

Company no: 06882843

Review results

Online survey demographics Language respondents filled out the survey in Where respondents are based.

Where based? 12%

0% 50% 100% 88%

Wales Other UK Outside UK

English Welsh

Percentage of respondents by gender

89% of the people surveyed know that 89% Wales is a Fair Trade Nation

22