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Fair Trade 2007: New Facts and Figures from an Ongoing Success Story a Report on Fair Trade in 33 Consumer Countries

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Fair Trade 2007: New Facts and Figures from an Ongoing Success Story a Report on Fair Trade in 33 Consumer Countries Fair Trade 2007: new facts and figures from an ongoing success story A report on Fair Trade in 33 consumer countries. by Jean-Marie Krier A survey prepared on behalf of DAWS – Dutch Association of Worldshops, Netherlands Fair Trade 2007: New Facts and Figures from an ongoing Success Story A Report on Fair Trade in 33 consumer countries by Jean-Marie Krier A survey prepared on behalf of DAWS – Dutch Association of Worldshops, Netherlands This survey is published by the Dutch Association of Worldshops with support of the FINE advocacy office located in Brussels: Fairtrade Labelling Organisations International (FIO), International Fair Trade Organisation (IFAT), Network of European World Shops (NEWS!) and European Fair Trade Association (EFTA). The project was financed by the Dutch Ministry of Foreign Affairs. For information and copyright: The Dutch Association of Worldshops Randweg 8 4104 AC Culemborg The Netherlands Tel: (+31) 234 270 250 Fax: (+31) 234 479 272 [email protected] www.wereldwinkels.nl Reproduction of parts of the text is permitted, provided that the Dutch Association of Worldshops is cited as the source. © DAWS, August 2008 Author of the survey: Jean-Marie Krier Elisabethstr. 2 A - 5020 Salzburg Austria Tel: (+43) 662 840953 - 14 [email protected] www.fairfutures.at The author wishes to thank all those who have in some form or another contributed to this report and helped him gain as comprehensive a picture as possible. All remaining errors are the sole responsibility of the author. Final editing: Peter van Mersbergen, Mélinda Choo Proof reading: Sandra Amorim Design and printing: Drukkerij Dione Boekproducties, Culemborg the Netherlands C ONTENTS FOREWORD 5 PART TWO: COUNTRY STUDIES EUROPE 59 INTRODUCTION 6 Austria 60 Latvia 83 Belgium 62 Lithuania 84 EXECUTIVE SUMMARY 7 Bulgaria 64 Luxembourg 84 Czech Republic 65 Malta 86 FAIR TRADE 2007: A STATISTICAL OVERVIEW 9 Denmark 66 The Netherlands 87 Estonia 67 Norway 90 THE CONSUMER SIDE OF FAIR TRADE 11 Finland 67 Poland 91 Graph 1: Importing organisations 11 France 68 Portugal 92 Graph 2: Number of Worldshops / Fair Trade shops 12 Germany 74 Slovakia 93 Graph 3: Supermarkets selling Fairtrade products 13 Greece 77 Slovenia 94 Graph 4: Paid staff in Fair Trade organisations 14 Hungary 77 Spain 95 Graph 5: Turnover importing organisations 15 Iceland 78 Sweden 97 Graph 6: Turnover of Worldshops 16 Ireland 79 Switzerland 99 Graph 7: Fairtrade certification: net retail value 17 Italy 81 United Kingdom 102 Graph 8: Fairtrade certification: Fairtrade per capita consumption 18 PART THREE: COUNTRY STUDIES Graph 9: Fairtrade certification: Number of licensees 19 NORTH AMERICA AND THE PACIFIC RIM 107 PART ONE: FACTS AND FIGURES ON FAIR TRADE United States 108 IN 33 CONSUMER COUNTRIES 21 Canada 111 1. Scope of the survey and methodology 22 Japan 114 2. Fair Trade structures 26 Australia and New Zealand 117 2.1 Fair Trade Organisations 26 2.2 Fair Trade Support Organisations 27 PART FOUR: ANNEXES 121 2.3 Fair Trade’s commercial partners 28 Annex 1: List of contributing organisations 122 2.4 International Fair Trade Networks in the Annex 2: List of proofreaders 126 consumer countries 29 Annex 3: Fair Trade websites 127 2.5 Cooperation between the International Annex 4: Importing organisations, details 134 Networks 33 Annex 5: Worldshop associations, details 140 3. Fair Trade market developments 35 Annex 6: Labelling organisations, details 144 3.1 Fair Trade importers 35 Annex 7.1: Summary table: Europe’s mature 3.11 Fair Trade importers in Europe 35 markets 146 3.12 Fair Trade importers in North America & Annex 7.2: Summary table: Europe’s young the Pacific Rim 36 markets 149 3.2 Fair Trade retailers 38 Annex 7.3: Summary table: North America and 3.3 Fair Trade labelling 41 Pacific Rim 150 3.4 Awareness raising and campaigning 46 Annex 7.4: Summary table: Totals Europe plus 3.5 Fair Trade job creation 47 North America and Pacific Rim 151 3.6 Assessing Fair Trade consumer markets 48 Annex 8: Fair Trade support organisations 154 3.61 The Fair Trade market in Europe 48 Annex 9: Currencies 155 3.62 The Fair Trade market in North America & Annex 10: Population statistics 156 the Pacific Rim 50 3.63 The global Fair Trade consumer market 53 4. The challenges ahead 55 NEW FACTS AND FIGURES FROM AN ONGOING SUCCES STORY 4 LIST OF TABLES Table 1: Statistical Overview – Fair Trade in 33 coun- tries Table 2: Statistical Overview – Fair Trade in Europe 2000-2007 Table 3: International Fair Trade Organisations Table 4: The Top European Fair Trade importers Table 5: Turnover of EFTA member organisations 2002- 2006 Table 6: The Top Fair Trade importers in North America & the Pacific Rim Table 7: Europe’s Worldshops and their turnover Table 8: Fairtrade certification: net retail values Table 9: Fairtrade certification: per capita Fairtrade consumption Table 10: Fairtrade certification: market shares of certi- fied bananas and coffee Table 11: Fairtrade certification: market shares in Switzerland and the UK Table 12: Fair Trade job creation Table 13: Fair Trade’s volunteers Table 14: Non-labelled Fair Trade sales in Europe Table 15: Fair Trade Markets in North America & the Pacific Rim 2001-2004 Table 16: Non-certified Fair Trade sales in North America & the Pacific Rim, 2006 Table 17: Global Fair Trade sales, certified and non-cer- tified, 2006 and 2007 5 FAIR TRADE 2007 F OREWORD In 1969 when we opened the first Worldshop in the However, Fair Trade is much more than just sales figures. Netherlands we could not have dreamt of the remark- The bottom line is people, the disadvantaged produc- able business success of Fair Trade today. Of course we ers and workers in the Global South. Fairtrade enables believed very much (and still do) in Fair Trade and were them to maintain a decent standard of living and at the determined to make it a success. In the early years the same time gives consumers the opportunity to express Netherlands were setting an example with its chain of their views on (fairer) economic relations. Let’s turn the Worldshops, international advocacy work and labelling business success of Fair Trade into consumer and politi- activities. Today we are still in the forefront developing cal power to change the mainstream international trade systems to make the Fair Trade chain more accountable system to the benefit of peoples in the South. You’ll find and transparent and transforming our outlets in more DAWS at your side to conquer this new frontier. attractive stores. It is very reassuring to know that we are not on our own any more. Other countries and organizations have Huub Jansen been catching up, for instance in the new European director of DAWS Union countries, or are overtaking the pioneers of the past. The Fair Trade movement has matured, grown into a worldwide network and has definitely moved beyond the pioneering stage. The 5th Facts and Figures study regarding Fair Trade proves that Fair Trade is expanding like never before. NEW FACTS AND FIGURES FROM AN ONGOING SUCCES STORY 6 I NTRODUCTION This fifth edition of “Fair Trade: Facts and Figures” By showing that Fair Trade is economically viable and tells the success story of a movement which started 60 increasingly attractive, the movement has reached years ago, but only recently took really off. The sur- a strategic goal, which ten years ago was still under vey compiles information about Fair Trade structures, question. The real success of the Fair Trade movement, markets and sales from 33 countries, going for the first however, is the proof that trade can lift people out of time beyond Europe by including consuming countries poverty when carried out under fair terms. Fair Trade in North America and the Pacific Rim. The comparison has become a model for sustainable and ethical trading with the first edition in 1995, which covered only 14 rules and practices. To achieve the vision of Fair Trade, European countries and described a rather unknown however - a world in which all trade is fair -, there is niche market which attracted mainly political activists, still a long way to go. The Fair Trade movement should shows the long way Fair Trade has made since then. By increase its efforts to work towards this goal, build- now, more than 500 specialized Fair Trade import com- ing on its own experience and collaborating with other panies and more than 100.000 points of sale distribute actors who share this vision. Fair Trade products. The majority of European citizens recognize the Fairtrade mark and ever more public insti- This long-awaited book will certainly be well-received tutions serve Fair Trade products and acknowledge the by Fair Trade promoters, politicians and other interested invaluable contribution of this innovative business con- people. The author of this survey, Jean-Marie Krier, cept to sustainable development, poverty reduction and deserves a special recognition and thanks for having consumer awareness raising. taken up the challenge, once again, to collect these facts and figures under quite difficult circumstances. Thanks to the efforts of Fair Trade business managers, The result is an exciting survey, with interesting details engaged staff and volunteers, quality and variety of Fair and conclusions. Thanks also to the Dutch Association Trade products have increased dramatically over the last of Worldshops and their funders who made this survey years. While most of the pioneers are still among the feasible. leading import companies, ever more young entrepre- neurs start their small Fair Trade business, specialized in Anja Osterhaus jewellery or textiles. The growing demand from consum- Fair Trade Advocacy Office, Brussels ers, retailers and manufacturers is instrumental for Fair Trade to start stepping out of its niche and entering the mainstream.
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