March 2008 volume 24 no.1 24 volume 2008 March

Towards fairer trade LEISA 16 Filipino handicrafts provide Magazine on Low External Input and income and protect the forests Sustainable Agriculture March 2008 Volume 24 No. 1 Michelle Arts

LEISA Magazine is published quarterly by ILEIA The Non-Timber Forest Products Task Force, in the Philippines, has been running its Address: handicraft programme for five years. It aims P.O. Box 2067, 3800 CB Amersfoort, the Netherlands Visitors address: at poverty alleviation and the sustainable use Zuidsingel 16, 3811 HA Amersfoort of non-timber forest resources. Throughout Tel: +31 (0)33 467 38 70, Fax: +31 (0)33 463 24 10 these years, the programme has faced many E-mail: [email protected] difficulties –for instance, meeting the volume Editorial team that was demanded or having to adjust their This issue has been compiled by: Karen Hampson, Jorge Chavez-Tafur, Mundie Salm, Frank van products to the demands– but these have been Schoubroeck, Edith van Walsum and Wilma Roem. solved by streamlining the production process Regional editions and by expanding the number of producers. LEISA Revista de Agroecología A key factor has been the establishment of The Latin American edition in Spanish can be ordered the CustomMade Crafts Centre (CMCC), as from Asociación ETC Andes, Apartado Postal 18-0745, an intermediary between the communities Lima 18, Peru. Contact: Teresa Gianella-Estrems. E-mail: [email protected] and the market. CMCC sells the products LEISA India on the local market and is now targeting the The Indian edition in English can be ordered from 30 Communication technologies European market. Included is an example of AME Foundation, 204, 100 Feet Ring Road, 3rd Phase, Banashankari 2nd Block, 3rd stage, Bangalore - 560 085, support trade in Africa how increasing markets can help support the India. Contact: K.V.S. Prasad. sustainable use of natural resources as well as E-mail: [email protected] Andreas Mandler safeguarding important local customs in the SALAM Majalah Pertanian Berkelanjutan The Indonesian edition in Bahasa Indonesia can be ordered producer country. from Veco Indonesia, Jl Letda Kajeng 22, The widespread diffusion of mobile phones Denpasar 80234, Bali, Indonesia. Contact: Imam Suharto. in many developing countries, together with E-mail: [email protected] an increased use of ICTs, provides great Agridape The West African edition in French can be ordered from opportunities for economic growth and IED Afrique, P.O.Box 5579, Dakar, Senegal. development in developing countries. The Contact: Awa Faly Ba. E-mail: [email protected] agricultural sector is benefiting more and more Agriculturas, Experiências em Agroecologia The Brazilian edition in Portuguese can be ordered from various “market information systems”, from AS-PTA, Rua Candelária, No. 9, 6° andar Centro, all of which collect and distribute information Rio de Janeiro, RJ Brazil 20091-020. in effective ways. This article describes three Contact: Paulo Petersen. E-mail: [email protected] different systems, comparing the ways in The Chinese edition can be ordered from CBIK, 3rd Floor, which they are structured, and the advantages Building A, Zhonghuandasha, Yanjiadi, Kunming, Yunnan which each of them brings. While the benefits 650034, People’s Republic of China. Contact: Ren Jian. E-mail: [email protected] are many, all of them show that challenges are not only found in the development of Administration Lila Felipie, Marlies Marbus and Natasha Leetion. infrastructures and techniques. The experiences show that all information systems must pay Subscriptions attention to capacity building processes, and to Subscription rate for one year (4 issues): Northern institutions and international organisations: Euro 45, the active involvement of all stakeholders – others Euro 25. Local organisations and individuals in especially the farmers. the South can receive the magazine free of charge on request. To subscribe, write to ILEIA or send an e-mail to: [email protected] Back issues are available on the ILEIA website or can be requested from ILEIA. LEISA is about Low External Input and Sustainable Agriculture. It is about the technical and social options ILEIA website open to farmers who seek to improve productivity and income in an ecologically sound way. LEISA is http://www.leisa.info about the optimal use of local resources and natural processes and, if necessary, the safe and efficient Design & layout use of external inputs. It is about the empowerment of male and female farmers and the communities Jan Hiensch, Leusden. who seek to build their future on the basis of their own knowledge, skills, values, culture and institutions. Printing LEISA is also about participatory methodologies to strengthen the capacity of farmers and other actors to Koninklijke BDU Grafisch Bedrijf B.V., Barneveld. improve agriculture and adapt it to changing needs and conditions. LEISA seeks to combine indigenous and Funding scientific knowledge, and to influence policy formulation to create an environment conducive for its further The ILEIA programme is funded by Sida and DGIS. development. LEISA is a concept, an approach and a political message. Cover photo A member of the Union Provinciale des Producteurs de ILEIA is the Centre for Information on Low External Input and Sustainable Agriculture. ILEIA seeks to Fruits et Légumes (UPPFL) in Burkina Faso with her fair promote the adoption of LEISA through the LEISA magazines and other publications. It also maintains a trade and organic certified mangoes. Part of the harvest is specialised information database and an informative and interactive website on LEISA (www.leisa.info). exported to Europe, and part is sold in the local markets. Photo: Joe Sheehan/AgroFair. The website provides access to many other sources of information on the development of sustainable agriculture. The editors have taken every care to ensure that the contents of this magazine are as accurate as possible. Readers are welcome to photocopy and circulate articles. The authors have ultimate responsibility, however, for the content of individual articles. Please acknowledge the LEISA Magazine and send us a copy of your publication.

ISSN: 1569-8424 8 Meeting the challenges of exporting mangoes 6 Fair fruit trade: Successes, challenges and dilemmas from Burkina Faso Dave Boselie 8 Meeting the challenges of exporting mangoes from Burkina Faso Hans-Willem van der Waal Hans-Willem van der Waal 10 The Fair Trade Platform: Bolivian producers lobby for change Many small scale farmers in Burkina Faso own mango trees, while Jean-Sébastien Lévesque and Christina Keys European consumers increasingly like fresh mangoes. How can they 12 Improved shea butter trading through certification be linked? This has been tried in different ways for almost a decade. Cindy D’Auteuil In 2000, Burkinabe farmers’ organisations were encouraged to 14 Agroecological cotton and fair trade make the difference form a co-operative, and sell to AgroFair, a fair trade fruit importer Pedro Jorge B.F. Lima in the Netherlands. This experience failed for different reasons, so 16 Filipino handicrafts provide income and protect the forests AgroFair decided to help establish a local company, Fruiteq. This Michelle Arts company provides an export service to farmers, dealing directly with various farmers’ organisations. This article describes the model 18 Organic and fair trade products attract new customers built around Fruiteq, highlighting the importance of considering all 19 Fair to the last drop: corporate challenges to Fairtrade stakeholders involved in the mango trade - in particular, including Eric Holt-Giménez, Ian Bailey and Devon Sampson fair conditions for the contracted fruit harvesters. 22 direct trade that benefits poor communities in India and the U.K. Mari Marcel Thekaekara 24 growing a local organic movement: The Mexican Network of Organic Markets Erin Nelson, Rita Schwentesius Rindermann, Laura Gómez Tovar and Manuel Ángel Gómez Cruz 26 Participatory Guarantee Systems offer alternative certification Tegan Renner 28 Building grower-consumer alliances for confronting the coffee crisis Roberta Jaffe, Devon Sampson and Annie Shattuck 30 Communication technologies support trade in Africa Andreas Mandler 32 Community Supported Agriculture: An alternative local food system Petra van de Kop, Klaas Nijhof, Henk Kloen and Arnoud Braun 35 Field Note: Annual fair brings farmers and consumers together Oluwagbemiga A. Dada 36 Sources 38 Networking 39 New Books 24 growing a local organic movement: 40 The 2007 LEISA Readers’ Survey The Mexican Network of Organic Markets

Erin Nelson, Rita Schwentesius Rindermann, Laura Gómez Tovar and Manuel Ángel Gómez Cruz

Although 85 percent of all organic goods produced in Mexico are sent abroad, the interest D E A R R E A D ERS in organic products within the country has grown considerably. Many Mexican grocery stores now carry organic goods, and many organic speciality ILEIA is pleased to announce that as from the first week of this year, our team has shops and cafés have opened. Recently, a number grown considerably. In January we were joined by Frank van Schoubroeck and Mundie of local organic markets have emerged which, Salm, and from February Petra Rooijakkers also joined the team. They all come since 2004, have joined together to form the with new ideas to expand and improve our work, all of which will be reflected in the Mexican Network of Organic Markets. All these magazine, on our website and in our coming activities. In addition to other functions, markets face different challenges, such as securing Frank and Mundie join the editorial team. Frank and Petra are filling completely new the necessary physical and human resources functions at ILEIA – respectively, seeking ways to strengthen our impact in the policy required in order to function. The Network arena, and taking a fresh look at our communications activities. Mundie will also is developing various training and education co-ordinate the production of the Farming Matters series. We wish them a fruitful and programmes for both consumers and producers, enjoyable time at ILEIA. and all markets are actively searching for new products to expand the supply and to satisfy We would like to thank all those readers and friends who wrote to us commenting on demand. One of the major difficulties relates to the our latest issue and asking for additional copies (not to mention additional copies of the process and costs of official organic certification. 2008 calendar). It is always interesting to hear from you! We would also like to thank all In response to this, the Network has established a readers again who answered our 2007 survey. You can read some of the findings on the Participatory Guarantee System, which is a local back cover and you can already see that we are following some of your suggestions in alternative standard-setting body that minimises this and upcoming issues of the magazine. We look forward to your comments, opinions bureaucratic procedures and reduces costs. and ideas regarding (fair and green) trade and the importance of commercialisation within LEISA. The Editors  LEISA Magazine 24.1 march 2008 Editorial to show current practical experiences with fair and green trade, to show practicalexperiences andgreen withfair current inthisissueofthe The articles Reflecting experiences and debates organic productsreached € sales ofFairtrade labelledgoodsreachedapproximately countries, representingmorethan1.4millionproducers.Global covered producerorganisations 632certified in58developing InDecember2007,FLOcertification purposes. certification (FLO) was established forworldwide standardsettingand In 1997,theFairtrade LabellingOrganizations International organic marketing initiatives allover theworld. industrialised countries,today we seemany localandregional demand fororganically brandedproductswas initially in greater for organic productshasalsosteadily grown. Though the handicrafts, andcottonmaterials.Inthesameperiod, themarket from coffee, oftropicalfruits, teaandchocolatetoallsorts tradeproductsisavailable, offair large assortment varying theybut have shelves reachedsupermarket aswell. Today a traded productsarenolongeronly soldinspecialshops tradehasgrownSince themid1980s,fair significantly. Fairly responsible for timely payments to producers for deliveries. purposes. Additionally, a pre-finance mechanism makes importers group of producers and can be used for community development premium over and above this price. This premium is paid to the pre-defined and guaranteed prices, while receiving an additional trade certification means that producers can sell their products at equity and transparency in international trade. In practice, fair a trading partnership that promotes standards that seek greater From this beginning, the fair trade movement grew to become The growth of fair and green trade fair price for their products, they do not need aid at all. important idea behind the initiative was that if farmers are given a Netherlands, and coffee producers’ co-operatives in Mexico. An link was established between coffee roasters and retailers in the that small scale producers get a fair price. In this initiative, a direct (Max Havelaar). The label still gives a guarantee to consumers roasters) led to setting up the first fair trade label for coffee on the different actors in the chain (e.g. transporters, traders, that small coffee producers in Mexico were completely dependent selling in the global market. The realisation, some 30 years ago, the terms and conditions of market transactions, especially when the obstacles this brings. Small scale farmers are mostly subject to ways to increase incomes through trade, and overcome many of global markets for the sale of their produce are always looking for hub of the community. Farmers who depend on local, regional or Trading is part of life for most farmers, with markets being the trade” when discussing the concept and practices in more general terms. referring only to FLO certification. In all other cases, we use the words “fair For clarity, throughout this issue we use the term “Fairtrade” when different definitions and ways of using the words and term “fair trade”. referred to in our Networking section on p.38. These bodies have slightly organic products and organisations. The websites of some of these are There are many different certifying bodies for the various fair trade and Clarification of terms 1.6 billion in 2006. In addition, the global market for certified 1.6 billionin2006.Inaddition,theglobalmarket forcertified € 38.6 billionin2006. Towards fairer trade LEISA Magazine were chosen work tobeable tomeetdemandwithinstrictdeadlines,control newoften face difficulties:having toprofessionalisetheir With andtheirorganisations expansion ofmarkets, farmers ingeneral,tobecomemorefair. market structures transform by sellingasmany fairly tradedproductsaspossible, orto ask whether aspossible thegoalistohelpasmany farmers trade. offair a critiqueoftheincreasingcorporatisation They involved in following and understanding the rules of export the government, paid the annual fees. Also, the bureaucracy international certification because NGOs or, as in one case, presented here, farmers’ organisations were only able to get to international standards are prohibitive. Indeed, in most cases For many small organisations, the costs of certification according Certification –costsandbenefits encouraged to grow if it means they lose their special status. income? This strict rule means that smallholder producers are not presents this as a dilemma: does this refer to farm size or family in organisations must be small scale farmers. Boselie (p. 6) of “small farmers” by stating that the majority of members fair trade premium? FLO rules aim to safeguard the participation organisations? Who takes the decisions on the allocation of the example, actively filling decision making positions in farmers’ may be hidden forms of discrimination – how far are women, for in Burkina Faso are not entitled to the Fairtrade premium. There (p. 8) describes how mango harvesters and packing house workers economic benefits of fair trade. For example, Van der Waal categories of producers or other stakeholders from the social or into account. Requirements may lead to exclusion of specific where requirements are imposed that do not take local realities Fairtrade certification, there are several instances of situations workers must meet many requirements to be eligible for FLO’s – see D’Auteuil (p. 12) or Lima (p. 14). Yet, farmers and improved through global fair and organic trade possibilities There are many examples of how farmers’ livelihoods have directly to the rules behind the game as well as to the context. The question of fairness within the fair trading system relates Fair trade for whom? need totake ontheseresponsibilitiesthemselves. management skilldevelopment, they will inthelongterm but organisations and trends, andtokeep costslow. for qualitystandards,theneedtokeep upwithmarketing and fair trade.Inparticular,and fair Holt-Gimenéz brings. Several lamentthe“mainstreaming”oforganic articles show tradeconcept thedilemmasthatsuccessoffair we Someofthearticles presentclearlythese opportunities? “niche” markets, how beable toseize willsmallscalefarmers it provides Butasthemarket moves opportunities. beyond demand forfairly tradedandorganic productsispositive, as ofit,thegrowthOn theface ofmarkets, together withincreased Rapid market expansion provoke discussion. further debatesaroundthistopic,wesome ofthecurrent hopeto tradeideasintopractice.Bypresenting process ofputtingfair well astheproblems andissuesthatariseduringthecomplex tradeinitiativesthe impactoffair onsmallscaleproducers,as relationships. We have which alsoincludedarticles explore global tradingchainsaswell asefforts tosetupalternative trade recent years. These includeefforts toinfluencemainstream reflecting the variety ofinitiatives thathave taken shapein

NGOs assistfarmers’ organisations in

Until now, alternative trading et al . (p.19),provide LEISA Magazine 24.1 march 2008  n , (p. 28) argue for developing for developing , (p. 28) argue et al.

their reach. They will need to use all their skills of adaptability They their reach. on top of currentkeep to and flexibility trends and changes structures,in the market and benefit from the opportunities is critical to the success and organisation presented. Farmer small scale organised as only sustainability of such ventures, farmers to reach the scale required and build up the will be able not just end receivers, necessary players, confidence to become markets. emerging in these newly trade will keep growing and enter into the “mainstream”, a and enter into growing trade will keep contradictory issue arising in the debate is that of “localisation”. fresh goods sustainability of having The environmental we see that world is under question now around the flown Some warming. the impacts of using fossil fuels on global This could produced goods. for buying more locally argue countries of farmers in developing threaten the livelihoods and packing fresh goods for from growing a living make who be a complementary well In other cases it may global markets. America buying with consumers in Europe and North strategy, while regions, from their own products as much as possible continuing to depend on imported and bananas. fair trade coffee at concepts such as looking closely These consumers are now from farm to plate) and far does food travel “food miles” (how “carbon footprints” (the amount of greenhouse produced gases of our impact on the environment). as a measure in an activity grappleAs they choices, producers will with these difficult of their potential impact on global demand. need to be aware opportunities for farmersGreen and fair trade provides to reach a better price for their goods, are willing to pay consumers who in spite of the fact that the process can be long and complicated. LEISA farmers, entering the global fair trade market For farmers Nevertheless, should opportunity. presents an exciting livelihood one of various as only continue to see this market can offer initiatives marketing Local, alternative strategies. and their organisations more farmers.chances to many Farmers option, or mix of options, are within will need to assess which marketing products, Jaffe Jaffe products, marketing direct, long-term between transparent relationships and India (p. 22) and Just Change They, and consumers. producers this can be done. how show around up springing are systems food local more and More environmentally more of number greater a where world, the upper or middle urban-based often conscious, socially and In food. their over control greater seeking are consumers class recent in emerged have markets organic 17 example, for Mexico, of Network Mexican the form to together joined and years, of concept the America, North and Europe In Markets. Organic widespread. more becoming is Agriculture Supported Community a which in relationship, farmer-consumer alternative an is This farm. organic an of members become consumers of group the consumer type of fair relationship to exist, trade any For While or no consumers, means no trade. is vital. No demand, a premium, others need to pay some consumers are happy trust in the All consumers need to have to be convinced. claims made on the are purchasing, and in the goods that they can campaigning and good marketing packaging. Effective but on support this often depends bring much-needed publicity, such, trade As such as NGOs, students or volunteers. networks as the producer relationships become much more personalised becomes closer to the consumer. trends Contradictory is that fair and green internationalWhile the trend now example, instead of depending on certification on of depending instead example, for bodies Photo: Rik Thijssen Rik Photo: for for

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, (p. 24) explain this system in detail in in detail in system this explain 24) (p. , et al. et weekly organic market, Bio Feria, in Lima, Peru. Local organic organic Local Peru. Lima, in Feria, Bio market, organic weekly

and have successfully shown how this can be done. For this can be done. For how shown successfully and have Different types of chains/alternative relationships types of chains/alternative Different different for a wholly some argue Going one step further, trading system, a fundamental change to the structure of trade, certifications to allow simpler and more harmonised procedures, procedures, harmonised more and simpler allow to certifications certification group improving in members its supporting as well as countries. developing in smallholders for the different certification programmes (and associated markets) markets) associated (and programmes certification different the ISEAL the this, Recognising in. participate to want may it multiple to access smallholder improving on working is Alliance environmental benefits of the production process. benefits environmental for difficult be can it possible, certification of types many the With of requirements the manage and obtain to organisation producer a handicrafts, making it more difficult for farmers such to market Arts (p. 16). Relationships need – see products internationally in the social and who believe to be found with specific buyers and consumers in more developed regions. Certain regions. products, and consumers in more developed certification Fairtrade included in FLO’s are not yet however, and list because of their “uniqueness” and high variability, This includes task of setting prices. therefore the impossible to consumers, as well as increasing accessibility to global to consumers, as well focus on certification mainly and organic trade Fair markets. countries producers in developing export relationships between recognised by IFOAM as alternative national or local systems of of systems local or national alternative as IFOAM by recognised certification. organic and a guarantee Certificationgreater transparency systems give example. Nelson Nelson example. gives 26) (p. Renner while farmers, organic Mexican of case the been now by have which systems these of overview broader a to assist in these matters. In direct response to the problem problem the to response direct In matters. these in assist to of attainment the in involved expense and bureaucracy the of evolved; have alternatives local several standards, international one are farmers organic for Systems Guarantee Participatory means that local organisations often rely on highly-trained people people highly-trained on rely often organisations local that means markets such as this, around the world, the around this, as such markets The of range a buy can they where know consumers while goods, their produce. organic and healthy Fairtrade fruit: Successes, challenges and dilemmas

Dave Boselie Escalation of food safety and quality standards Introducing organic certification and fair trade standards has In recent years, we have witnessed an escalation of food quality helped increase small scale farmers’ access to the rapidly standards and market requirements which continuously force expanding supermarket segment in many European countries. producers to upgrade their technical facilities and management Besides creating better conditions for production and trade, capacities. Food safety standards like GlobalGap and HACCP the fair trade movement has mobilised substantial technical force producers to invest substantial amounts of resources in and financial support to allow small producers to build up their pre-harvest and post-harvest handling infrastructure; however, capacities. One core principle of the fair trade standard –a small scale producers have difficulties in complying with these minimum price guarantee– has helped producers’ organisations requirements. For this reason, AgroFair created the AgroFair comply with basic standards that respect social criteria Assistance & Development Foundation (AFAD) in 2002, to like minimum wages and the rights of workers to organise complement its work and to deal specifically with these issues. themselves. AFAD’s quality and certification experts coach the quality managers of producers’ organisations, and link them to local Originally, fair trade attracted only the attention of smallholder and regional experts to help improve their quality management producer organisations that operated in a niche market. During skills. the past few years, however, big fruit operators have become interested in serving the “mainstream” market – which includes Rising economies of scale and competitiveness multinational food retail companies. Criticism about this Besides creating opportunities, the current success of the development aside, the fact that fair trade is now attracting such fair trade and organic markets also represents an enormous interest underlines the growing importance of ethical concerns threat to the small and medium scale businesses involved. The to consumers. In numerical terms, the market may still be “mainstreaming” of both product categories asks for economies classified as niche, but the days of fair trade being limited to of scale which cannot be achieved easily by the individual marginal producers and alternative trade organisations are long producers’ organisations. It is no exaggeration to state that gone. The arrival of multinational companies to the fair trade supermarkets are screaming for a rapid diversification of the arena threatens to push smallholders out of the international product portfolio, but at the same time wish to lower the number retail market once again. Lower prices will be the inevitable of suppliers. Furthermore, import companies are expanding result when these companies offer large quantities of fair trade the geographic range of their product sources. This leads to a products, and inevitably economies of scale will favour larger situation of greater competition between producers. producers. This raises the question as to what the unique selling point of smallholder producer organisations will be when the Fairtrade label on their product is no longer unique.

This article presents the challenges that come with growth, and the dilemmas regarding the expansion of the organic and fair trade export markets, based on the experiences of Europe’s foremost Fairtrade fruit importer, distributor and marketing agent: AgroFair Ltd. AgroFair was established by a Dutch NGO in 1996, and was the first company in the world to apply FLO’s Fairtrade standards to the fruit export industry. By its nature, it is a service-providing company that co-ordinates and facilitates the logistical flow and processing of products without actually owning a fleet of trucks or ripening facilities. The company represents the interests of producers from developing countries in the European market. It is based in Barendrecht, the Netherlands, and has subsidiaries in Italy, the U.K., France, the United States and Finland.

From “niche” to “mainstream” The greatest victory of the fair trade and “green” movements is probably the acceptance of their products by supermarket chains 2008 march throughout Europe and North America. These retail chains serve an increasing share of the total population, and this demand has helped the turnover of import and distribution companies like AgroFair grow by more than 30 percent per year for the last four years. From a producer’s perspective, however, this rapid growth of demand for high quality products poses various challenges.

Increasing demand for bananas in Europe can bring benefits, and also 24.1 24.1 M agazine LEISA

challenges, for fruit producers in El Guabo, Ecuador. Bergh den van R. Photo:  AgroFair has tried to deal with this issue in a number of ways. perform very weakly in the conventional markets. For example, For example, it links import and distribution companies directly fresh fruit imports are generally sold on consignment basis, with producers, cutting out intermediaries who do not add value which means that the producer receives a price that depends on in the production and export process. At the same time, AgroFair the day-to-day fluctuations in the market, and may result in an has started to organise its global sourcing programme by building actual loss. Secondly, the minimum price strategy does not always strategic alliances with regional hubs, export companies or service reflect market dynamics: rapidly changing exchange rates and the providers, all of whom are able to link up with a broad portfolio of (increasing) costs of agricultural inputs have made most minimum products and producers from the same region. Examples of such price-setting useless. Many argue that the system has become so regional strategic hubs are WAFF Ltd. (based in Ghana), Cauquen bureaucratic that the Fairtrade price-setting committee cannot cope (based in Argentina) and FruitOne (based in South Africa). with revisions of minimum prices, let alone define prices for new products. Organisation and leadership development It has become clear that for producers to be committed to “National Initiative” barrier fair trade and organic standards, AgroFair needs to invest in Each country has a “National Initiative”, which determines strengthening capacities of individual leaders and organisations whether a company can have access to its markets. In many in the production and trade process. To this end, AgroFair’s cases, this follows arbitrary policies. AgroFair, for example, is business model is based on co-ownership and participatory not allowed to sell its Fairtrade citrus products in Switzerland, governance structures. Fifty percent of the shares of the even though these are sold in the European Union. Linked to company are in the hands of the international producer co- this is the fact that the Fairtrade premium and fee structure operative CPAF (“Co-operative Producers AgroFair”), while seems to be more and more unbalanced in favour of the northern the other fifty percent is in the hands of European NGOs and side of the value chain: AgroFair currently pays a higher fee for sustainable venture capitalists. National Initiatives per kilogramme of Fairtrade pineapple than for the premium fee to producers. New non-tariff and technical barriers to trade Long distance trade is currently hotly debated in terms of “food Ideal “Fairtrade producer” profile miles” and “carbon footprints”. While academics and policy A final dilemma regards the definition of the ideal Fairtrade makers are still focusing on the best methodologies for measuring producer. Does the ideal refer to farm size or family income? impact, many retailers have started including the origin of their Different examples show that instead of using compliance to products on their labels. Producers’ organisations are worried the social code of conduct (degree of control and co-ownership) that this type of labelling may turn out to be a new barrier to as basic criteria for a Fairtrade certificate, the main indicator trade, hampering the introduction of products from developing for deciding whether or not a farm can be certified has been countries. At the moment, AFAD is collaborating with the its small size. Setting a maximum farm size conflicts with Agricultural Economics Research Institute, in The Hague, in the original objective of giving smallholder producers access order to get insights into the “carbon footprint” of a few fruit to export markets: how can we allow them to grow if we categories. Focusing on bananas and pineapples imported from set maximum farm sizes? It is likely that elements such as Ecuador and Costa Rica, these studies consider the “carbon co-ownership and joint decision making will become more footprint” from a handling perspective. important criteria to distinguish oneself from the traditional fruit companies which are increasingly embracing Fairtrade. Equally important is the growing use of information and communication technologies (ICTs) as part of international trade. From “mainstreaming” to “broadstreaming” These include technologies which help track and trace products, Rather than limiting itself to “mainstreaming”, the coming or which can help sell specific products (through, for example, phase of the fair trade market development will shift to “virtual portals”). In general, these technologies require high “broadstreaming”. Broadly speaking, this refers to an increasing skills and big financial investments. Supermarkets promote diversification, adding new product categories, and increasing the use of ICT tools because they lead to higher efficiency and market shares. From a sourcing perspective, the African transparency, but many producers feel this adds to the list of continent will further expand its role as the horticultural garden requirements with which they must comply. The GET Support for Europe and Asia. This will have a profound impact in Foundation, an initiative also based in the Netherlands, recently terms of greater employment opportunities, trade volumes and launched an internet based portal to link up food producers with incomes, which will necessitate greater attention to producer retailers in a more transparent way. Such initiatives give producer development programmes. Strategic alliances are therefore organisations a broader set of options to sell their products. As needed to cope with the challenges and capture the opportunities of this year, AFAD partners in Morocco, Ghana, South Africa before the big market players do. and Argentina are participating in pilot projects to test new n LEISA M agazine 24.1 opportunities for market access through this portal. Dave Boselie. AgroFair Assistance & Development Foundation (AFAD). Koopliedenweg 10, 2991 LN Barendrecht, the Netherlands. Further dilemmas for Fairtrade E-mail: [email protected] ; http://www.agrofair.com Aside from the challenges that come with growth, there are other dilemmas that will need to be considered as fair trade develops. References -Codron, J.-M., L. Sirieix and T. Reardon, 2006. Social and environmental attributes of food products in an emerging mass market: Challenges of Minimum price guarantee signalling and consumer perception, with European illustrations. Agriculture and Providing agricultural producers and workers with a guaranteed Human Values, 23-3. minimum price has been the central pillar of the fair trade -Meer, C.L.J. van der, 2006. Exclusion of small-scale farmers from coordinated march 2008 supply chains. Market failure, policy failure or just economies of scale? concept. However, day-to-day business practices show some In: Ruben, R., M. Slingerland and H. Nijhoff (eds.), Agro-food chains and networks shortcomings. Producers’ organisations, for example, are never for development. Springer, Dordrecht, the Netherlands. able to sell all of their products under Fairtrade conditions. The -Reardon, T., 2006. The rapid rise of supermarkets and the use of private standards in their food procurement systems in developing countries. In: benefits of having a Fairtrade certification are thereby reduced, Ruben, R., M. Slingerland and H. Nijhoff (eds.), Agro-food chains and networks for as trade organisations that import Fairtrade food products tend to development. Springer, Dordrecht, the Netherlands.  Meeting the challenges of exporting mangoes from Burkina Faso

Hans-Willem van der Waal which means that farmers and other workers do not get paid for low quality fruit. Contractors in turn are pre-financed by the Consumers in Europe like fresh mangoes. Demand is growing, exporter. but supply is difficult to boost as mango trees need decades to mature. In Burkina Faso, as in other countries, many small Fresh fruit is also sold through (small) producer organisations farmers own mango trees. Since 2000, a European fair trade to contractors or exporters. The latter often take care of quality company has been trying to link these farmers with clients control, washing, grading, packing and looking after the logistics. in Europe. Not an easy task: farmers and mango harvesters Due to the fluctuating nature of volumes and quality levels, were not always paid for their work, and a co-operative went importers in Europe do not generally commit to fixed volumes and bankrupt. Now, the company tries to engage traditional traders, prices, but agree to sell fruit on a commission basis. This means but fair trade regulations do not allow the full use of their that they receive the fruit and sell it to supermarkets and retailers, potential. This is a story of trial-and-error, and success. deducting a 6-10 percent commission fee from what is paid to the exporter. Importers in Europe, however, may claim that the fruit Traditional mango growing in Burkina Faso received did not meet quality standards – which, after the fact, is All over West Africa, farmers manage staple and cash crops, difficult to disprove. In such a situation, how can an exporter in as well as non-farm activities. Mango trees are a part of local Africa prove that a European importer is cheating? farming systems. There are more than 160 mango varieties of differing quality; two or three kinds are suitable for export, and European supermarkets are a large outlet for fresh mangoes. others are better for drying and selling in the local market. The Supermarkets require good and constant quality, a reliable most complicated issue perhaps refers to the ownership of trees supply on a weekly basis, and increasingly seek guarantees of and land. As long as land is fallow, the village chief (generally basic organic and social standards. As mangoes are seasonal, an elder belonging to the first settlers in the region) can allot it they need to be sourced from different countries to guarantee to anybody who needs land for annual cash crops. Early settlers a year-round supply. The selling price varies considerably: can claim land by planting citrus, mango or cashew trees, all in times of abundance, prices can drop sharply and buyers of which are also used for fuel, erosion control and, in times can afford to be very particular about quality standards. The of hunger, for food. Early settlers can claim land if they have opposite is true in times of scarcity. planted trees; newcomers therefore face more difficulties. Most farming households in this area have an orchard, but fruit Setting up a local institution to meet supply needs production does not always receive top priority. Few or no For some time, farmers in Burkina Faso complained about the inputs are used, some farmers add compost, and pruning is rare. low prices and erratic demand imposed by contractors who sold their mangoes to exporters in neighbouring Ivory Coast. In The growing demand for mangoes in Europe and elsewhere 2000, a Dutch NGO therefore tried to facilitate direct export of means that farmers who have a good mango orchard can sell fresh mangoes from Burkina Faso to Europe. It offered credit well, especially if they are not too far from harbours and trading and encouraged farmers’ organisations to form a co-operative centres. However, mixed farming systems like those found in union that could sell directly to AgroFair, a Fairtrade-certified Burkina Faso face many difficulties in achieving the quality fruit importer based in the Netherlands. Between 2001 and needed for export. Besides the long period between planting 2005, the co-operative exported several hundred tonnes of and fruit-bearing, there is the challenge to produce regularly and organic and Fairtrade certified mangoes. However, establishing according to minimum quality standards. Fair trade exporters a union was a new experience, and the co-operative ran into and development organisations have therefore introduced many many difficulties. Transport complications occurred when the training programmes on organic farming, pruning, organic pest border with Ivory Coast was closed. Also, the international fresh control (using weaver ants), irrigation, and other aspects related fruit export business turned out to be too complicated to manage to organic mango production. However, the effect of these or control for a group of farmers; for example, no financial courses in terms of quality and/or quantity seems to be minor.

Contractors and the mango trade chain The mango journey Farmers in Burkina Faso live far away from export centres, so Mangoes are harvested at an early level of maturity when the fruit flesh until recently, mangoes were not marketed in large quantities. A just starts to turn yellow. The harvesters perform a first grading in the small amount was exported through companies in neighbouring field, and transport fruit carefully wrapped in paper or leaves in crates to Ivory Coast, which used the production coming from Burkina the packing station. The distance between orchard and packing station Faso to supplement their local supply (until the recent political is 80-400 km. As the fruit starts to ripen after harvest, it is essential that 2008 march crisis in Ivory Coast led to a temporary closure of the border). the transit time is short. In the packing house, the fruit is washed, quality Another peculiarity is that farmers rarely harvest the fruit graded and sorted by size. The fruit is packed in 4 kg cardboard boxes. themselves. Contractors come and pick whatever they think 240 boxes form a pallet. The pallets are refrigerated in cold storage at can be sold, and the farmer is paid accordingly. The contractor 10°C. Twenty pallets are loaded in a refrigerated container, which keeps transports the fruit to the exporter’s packing house, sometimes the fruit cold throughout the journey. A diesel generator provides power hundreds of kilometres away, where the fruit is graded. The to the container during the land transport by rail. Once loaded on a fruit exporter only pays for fruit accepted for export. Contractors boat, the containers are kept refrigerated during the 10-12 day sea journey therefore take over an important risk from farmers, as they to Europe. Upon arrival, an independent surveyor makes a quality report face losses when pests such as fruit flies are found in their and this serves as the basis for the final payment to the exporter. 24.1 24.1 M agazine LEISA fruit. However, contractors sometimes buy mangoes on credit,  Photo: Author Photo: On the way to the market. After a careful selection process, part of the harvest will reach the supermarkets in Europe. incentives were given to harvesters or farmers to ensure that Fruiteq is already making a profit, proving the sustainability export quality standards were upheld. Finally, the co-operative of the model. Sales rose from €180 000 in 2005 to more than ran into losses, and it had to give up its export activities. €900 000 in 2007, corresponding to about 1200 tonnes of fresh mangoes. In 2007, more than €200 000 was paid directly to The failure to get a co-operative running accelerated the plans to farmers on a farm-gate basis. More than 400 farmer households start a new export company. AgroFair decided to finance such an have benefited, together with a large number of contractors, initiative, and helped establish a local company, Fruiteq. Between transporters and packing station employees. 2002 and 2004, AgroFair made considerable effort to market mangoes from Burkina Faso to its clients, and managed to get Not all is fair in Fairtrade them into European supermarkets during its high mango season. Fairtrade rules prescribe the provision of a premium to farmers AgroFair was keen to make this supply succeed as it was only one for social projects. Since 2005, more than €100 000 has been of four different mango supply sources needed to be able to meet paid as Fairtrade premium. The farmers’ organisations have the full-year’s supply demanded by supermarkets. If one source used this money to build a village pharmacy and a library, they failed, the whole mango market could be lost, to the detriment of have set up a school fund, and they are now considering drilling the other three mango suppliers. wells to provide drinking water and irrigation water to their orchards. Fruiteq is a commercial company which provides an export service to farmers. In order to create a financially sustainable Fairtrade regulations, however, do not allow some key actors business, it has re-incorporated the contractors (as harvesters) to benefit from its advantages: harvesters and packing house into the system. Just like in the co-operative model, Fruiteq workers are not entitled to the premium. In the field, this does deals directly with the farmers’ organisations, and it is these not always seem to be fair. After all, contractors, packers and LEISA M agazine 24.1 organisations that hire the services of the contractors. In this traders are part of the Fairtrade value chain, and it would be way, the farmers have more bargaining power, while the system better if every chain actor benefits similarly. In regions such is equally interesting for the contractors because they have as Latin America, exporting co-operatives seem to work well, fewer searching and contracting costs. They do not need to go while in other places, a chain model with specialised harvesting from farmer to farmer searching for mangoes, discussing prices and transporting organisations may be more appropriate and individually, competing with other contractors, or searching for sustainable. Regulations are therefore needed to make all exporters willing to take their fruit. The origin of the mangoes stakeholders in the chain benefit from Fairtrade, and not just the is traceable, as all mangoes come from the farmer group. This producers. After all, contractors and their personnel take risks means that it is far easier to obtain quality certifications that and work hard. Including them in the Fairtrade model would march 2008 require clear traceability of the fruit (such as a certificate of help reduce poverty, and develop the agricultural economy in organic production). Involving contractors in the system and western Africa. working with farmers’ organisations at the same time helped n Fruiteq and its partners obtain this additional certification, on top Hans-Willem van der Waal. Fruiteq. 01 BP 2092, Bobo-Dioulasso 01, of the Fairtrade certificate. Burkina Faso. E-mail: [email protected]  10

LEISA Magazine 24.1 march 2008 presently in the process of being implemented, and certification to much confusion on the expanding national market. The law is from labelling non-certified organic products as organic, leading standards, for until now nothing has been preventing people organic producers will benefit directly from these national by establishing a national organic standard. El Ceibo feels that government passed a law that will regulate organic agriculture markets for organic products. As a result, the national enable Bolivian farmers to have better access to international actively lobbied for a law to protect consumers from fraud and Together with a coalition of industries and co-operatives, it has that benefit small farmers and that are financially accessible. AOPEB does more than just promote certification processes a national agency created under the sponsorship of AOPEB. But Ceibo farmers are nowadays certified organic through Bolicert, of Organic Producers Organisations of Bolivia (AOPEB). El El Ceibo was one of the founding members of the Association Lobbying for nationwide regulations fairer trade. El Ceibo is interested in creating national political support for a with the Fairtrade and organic certifications. Most important, local competition from corporations, and the costs associated certifications. However, it still faces many challenges, including scale farmers have addressed the problems associated with these is considered to be a clear example of how associations of small Production is now certified as organic and Fairtrade: El Ceibo are exported, and 30 percent is sold on the national market. chocolate bars. Approximately 70 percent of the final products cacao each year; processed products include cocoa powder and Production capacity reaches 1000 metric tonnes of organic ground in a process similar to the one followed for coffee. El Alto, where they are separated from their shells, roasted and March and September, the beans are then taken to the factory in use of tractors or other mechanical devices. Harvested between Sowing, weeding and harvesting is done by hand, without the and ensures a more sustainable use of the soil’s resources. and heavy rains. This technique also protects wildlife habitats shade-grown, with species that protect the plants from the sun air look no different than a pristine jungle. The cacao trees are According to Vicente Fernández, the cacao plantations from the unit, works on processing and marketing. produces and harvests cacao, while El Ceibo, as a production offices. Each co-operative manages the local resources and El Ceibo’s own extension offices, and in the administration sons and daughters of the farmers work in the factories, in provide the raw material of organic cacao beans while many co-operative form the basis of El Ceibo’s operations: the farmers 40 co-operatives of varied size. The members of each tropical region to the north of the country. It currently groups consisting of 1000 families spread across El Beni’s forests, a directors, explains, El Ceibo is a “co-operative of co-operatives”, cacao beans for the last 30 years. As Vicente Fernández, one of its El Ceibo has been growing, processing and exporting Bolivian traffic, the unmistakeable smell of chocolate cannot go unnoticed. chocolate factory. Through the deafening noise and chaotic In the sprawling city of El Alto, Bolivia, stands the El Ceibo Jean-Sébastien Lévesque and Christina Keys Bolivian producers lobby for change The Fair Trade Platform:

Photo: Jean-Sébastien Lévesque National Union of Popular Art and the National Confederation of trade policy. Participants include such important players as the mechanisms to open a national dialogue specifically related to fair (RENACC) of Bolivia. The Platform’s main objective is to create of the National Network for Community Commercialisation Platform was founded in March 2007, following the initiative lobbies the government to meet the needs of small producers. The national initiative that groups 18 producers’ associations and El Ceibo is an active member of the Fair Trade Platform, a The Fair Trade and “Solidarity Economy” Platform and, high in the Andes, the road is littered with difficulties. national and local authorities. This process is still in its first steps, interested in following a similar process, actively involving the had in terms of organic production regulation, El Ceibo is now products on the international market. Looking at the successes certificate allows it to fetch a more just and stable price for its only FLO recognised cacao producer in Bolivia. This Fairtrade fair trade around the world. At the moment, El Ceibo is the certified by FLO International, following the standards regulating Similarly, since 1995, El Ceibo co-operatives are Fairtrade for their abidance to the new standards. agencies, such as Bolicert, are being assessed by the government It is thought that the government could help producers get that will help producers get access to the fair trade market. Platform is lobbying the national government to adopt policies Following the success in lobbying for a law on organics, the producers and to eventually reduce poverty. basic framework which can offer opportunities to these small for marketing, as well as getting the government to create a Platform seeks to involve them and strengthen their capacities therefore marginalised, left out of any public initiative. The they are not even registered with the government. They are than 60 percent of all agricultural producers are so small that in the trade and commercialisation of their products. More RENACC, most producers in Bolivia face many difficulties unselfish and community-responsible attitude. According to the Platform cause, a process in which other members see an members. El Ceibo is lending its weight and experience to in doing right now in terms of advocacy on behalf of its The Platform initiative is central to what El Ceibo is interested represents close to 80 000 producers. Quinoa Production Co-operatives. It is estimated that the Platform consumed in Bolivia as well. to many countries and increasingly products from El Ceibo, is exported Organic cocoa, one of the many LEISA Magazine 24.1 march 2008 11 n . , located in the in located , , offer certified organic certified offer , Annual Report 2005/2006 Report Annual Irupana Super Ecológico Super . Volunteer Communications Advisor, Uniterra Advisor, Communications Volunteer . , making them guaranteed organic products, organic guaranteed them making , . M.Sc. candidate, International Rural Planning and Development. and Planning Rural International candidate, M.Sc. .

Jean-Sébastien Lévesque Jean-Sébastien (CECI). Co-operation and Studies International for Centre Programme, [email protected] E-mail: Bolivia. Oruro, 521, Mier Adolfo Keys Christina 2W1, N1G Ontario Guelph, Guelph, of University Building, Architecture Landscape [email protected] E-mail: Canada. References 2007. (ICCO), Organization Cocoa International - U.K. London, that offered sums of money to farmers in exchange for their for exchange in farmers to money of sums offered that Ceibo’s El hurting thus know-how, and production certified to According development. and production for plans immediate in Ceibo El discredit to tried has competition the directors, its taking while group the divide to trying farmers, the of eyes the developed mechanisms control quality high the of advantage industry. by valued highly now are these because of process costly the despite that remarkable therefore is It the and management, disease and pest difficult certifications, to continues Ceibo El competitors, of methods arm-twisting The bright. looks future the that and – cacao export and produce to continues market national the as brighter even looks picture of chain a opened has AOPEB years, few past the In develop. called stores grocery organic local the meet to Bolivia, of capitals regional and cities main fair and organic about consumers educate help to and demand at offered are products members’ AOPEB Only products. trade Ecológicos Super as such chains, other few a while Ceibo’s El and This, products. “natural” simply as well as abroad, expansion market further for plans immediate of lack simply not are certifications trade fair and organic that proves providing also are they world; developed the for trends consumer small and consumers for alternatives attractive and sustainable the of involvement Further countries. developing in farmers trend. this consolidate only will authorities Bolivian The support and expertise of El Ceibo might prove to be key to to key be to prove might Ceibo El of expertise and support The and solidarity for tradition its with Platform, the of success the with knowledge develop and information transfer to willingness participation its from experience gained has it addition, In others. standards. national organic of law the to led that processes the in the from stemming difficulties of range whole a facing is it Yet with time hard a having and certification, trade fair of nature producers cacao conventional of reaction the be to appears what successes. their to message the making is Ceibo El facing issues main the of One in company, The producers. the to understandable trade fair of for plans precise developed co-operatives, its with accordance per 200 (US$ exchanges Fairtrade from premiums their investing of range whole a on spending cacao), organic for tonne metric Yet communities. small in health and education initiatives, social expectations the against often is premium this of investment the survival-economy have often farmers These smallholders. the of their for work hard their for exchange in cash want and reflexes and challenge, great a is this admits Fernández Vicente families. responded recently who farmer a about anecdote an provides he whether him asking delegation FLO an to that?” “what’s into go to needs thus effort of lot A premium. the from profited trade. fair about producers informing farmers the to subsidies immediate for expectations The of purposes the serve to seem investments communal of instead Recently, industry. conventional the of competitors marauding competition to member-producers its of some lost Ceibo El A global trend and a local growing market growing local a and trend global A Photo: Jean-Sébastien Lévesque Jean-Sébastien Photo: the Platform’s demands. Platform’s the government agencies dedicated to fair trade). Nominally more Nominally trade). fair to dedicated agencies government government current the initiatives, community toward inclined satisfying and listening to open more be to expected is Bolivia of Platform’s representatives have participated as delegates at a at delegates as participated have representatives Platform’s on expectations Americans’ Latin articulating for forum regional work the from learning and experiences exchanging trade, fair have which (countries Mexico or Ecuador Brazil, in out carried of Production and Micro-Businesses. At the same time, the time, same the At Micro-Businesses. and Production of American South other with player active an become has Platform the of Some trade. fair on knowledge exchange that initiatives for fair trade policies into precise, applicable proposals to proposals applicable precise, into policies trade fair for that mean not does this However, government. the address on workshops organised has Platform The inactive. are they Ministry Bolivian the with economy solidarity and trade fair The Platform is still very new, and it has been hard for its for hard been has it and new, very still is Platform The lobby to which with message coherent a develop to members objectives general their transform to yet have They effectively. capacities of small producers. There is currently a continued a currently is There producers. small of capacities scale the replace cannot definition by which NGOs, on reliance plan. national a of importance and from Peru or Brazil. All members of the Platform agree that agree Platform the of members All Brazil. or Peru from what but production, agricultural for capacity huge a has Bolivia the strengthen to initiatives governmental of set a is lacking is Among others, one of the reasons that Bolivian producers have producers Bolivian that reasons the of one others, Among trade: cross-border illegal to due is markets accessing difficulty products cheaper with compete cannot simply producers small reach otherwise. On a more concrete basis, the Platform would Platform the basis, concrete more a On otherwise. reach and Trade Fair of vice-Ministry a of creation the see to like Economy”. “Solidarity the Fairtrade label, while at the same time help them develop them help time same the at while label, Fairtrade the to able not are they markets to access facilitate and knowledge Vicente Fernández and Andrés Choque Bernabé, members of of members Bernabé, Choque Andrés and Fernández Vicente of establishment the in role key a played Both directorate. Ceibo El the Platform. Trade Fair the Photo: CECI Photo: Extracting the fat from the nuts is one of the most important tasks in producing shea butter. Improved shea butter trading through certification

Cindy D’Auteuil thousands of years, both for personal care as well as for cooking. There is now also a large global demand for shea butter. The The Union of Women Producers of Shea Products of Sissili food industry (for chocolate, margarine, confectioneries) uses and Ziro (UGPPK-S/Z) counts members from 53 clusters of approximately 95 percent of the international supply, while the 38 villages in the provinces of Sissili and Ziro, in Burkina Faso. rest is absorbed by the cosmetics industry. Large multinationals It is commonly known as the “Léo Union”, as its headquarters presently buy the nuts (or shea butter) at a low price from is found in Léo, 165 km from Ouagadougou, the capital. The intermediaries, from which the oil is extracted through chemical Union is proud to have recently gained organic certification, in solvents in the importing country. addition to the Fairtrade certificate they obtained in 2006. This dual certification gives this organisation a definite advantage to The cosmetics industry is increasingly demanding more and penetrate the international market. The labels and the quality of more of it, as its benefits for personal care are increasingly their products justify a higher price. This higher price, together recognised in many industrialised countries. Unlike the food with increasing volumes being sold, will allow 2300 women industry, which buys shea butter for its high efficiency and members to increase their income, their standard of living and low price, the cosmetics industry is interested in the product 2008 march that of their families. for its exceptional quality and characteristics. Due to growing demand for cosmetics made from natural and certified organic Shea butter and the global cosmetics market inputs, the cosmetics industry is particularly interested in shea The shea nut or karité tree (Vitellaria paradoxa or Butyros- butter produced using methods which are not harmful to the permum parkii, fam. Sapotaceae) grows in the Sahel region in environment, and which preserve the intrinsic properties of the North Africa. It produces a yellow-green fruit containing a nut nuts. This represents a real opportunity for an organisation such with fat used in the manufacture of shea butter. The production as the Léo Union to increase its revenues. In addition, many of shea butter is an activity traditionally reserved for women, of those buying cosmetics in Europe or the United States are who shell the nuts and manually churn the fat into butter. In willing to pay more for a product if they know that additional fair 24.1 24.1 M agazine LEISA 12 Africa, this product has been used in enormous quantities for trade revenues are distributed to producers. Support from foreign NGOs the actual certificate is very beneficial to the producers. At the Recognising the potential of the shea butter industry for moment, members of the union receive 2400 CFA francs for a increasing the standard of living of African women, the Centre kilogramme of organic shea butter, almost five times more than for International Studies and Co-operation (CECI), a Canadian a kilogramme of butter at the conventional price! NGO, has for over ten years been supporting a number of organisations in West Africa, including the Léo Union. CECI’s Impacts and challenges objective has been to stimulate companies to purchase directly Both certificates give the Léo Union a commercial advantage from the producers’ organisations. The processing of shea butter over its competitors, as it can now offer a wider range of on the spot creates added value locally and increases the income products (conventional, organic and also Fairtrade shea butter), of the local producers. Since 2001, the Léo Union has been and they are widely recognised as the only organisation which exporting its products to France, and to Canada since 2004. The holds both labels. One of the direct impacts which members producers receive approximately 500 to 700 CFA francs (US$ experience now is a higher income as a result of the higher 1.50-2.10) per kilogramme of shea butter on the conventional selling prices. Moreover, even though the volumes sold as market. Fairtrade only represented 11.6 percent of total exports in 2006 (8 tonnes from a total of 69), the Léo Union has considerably In 2004, a consortium of NGOs was able to mobilise increased its turnover, which has doubled the income of medium additional funds to support the Léo Union in their production producers (rising from 26 000 CFA francs in 2005 to about and marketing activities and to obtain fair trade and organic 52 000 CFA francs in 2006). The outlook for the 2007-2008 certification, considering they could aim at a more lucrative campaign is also very good because the orders confirmed so market. The financial and technical support provided by NGOs far reach 95 tonnes, of which 30 tonnes (32 percent) are to be helped establish the Centre for Shea Production and Marketing sold as organic or Fairtrade. Given the growing international (CPCK), the first of its kind in the region, which since then attention to this product, the organic certification will have long constitutes a platform for export. CPCK is equipped with the term impacts on the resources from which it is produced. The necessary tools for producing shea butter, with storage rooms Fairtrade certification, in turn, guarantees a minimum price to (for nuts and butter), a packing room and a loading dock. The all producers, reduces the number of intermediaries and thus butter from different villages is standardised here, filtered and favours direct relationships between producers and consumers. stabilised.

Organic and fair trade certification Producers’ organisations need to follow some well-defined principles in order to benefit from a fair trade certificate: they must be organised under a co-operative model, and must follow a democratic and transparent management structure. They must also determine a fair and equitable price for all members. As the Léo Union was the first organisation to obtain this certificate for the production and marketing of shea butter, the first step in the process meant setting a guaranteed minimum price for this product.

This was done in collaboration with the Fairtrade Labelling Organization International (FLO), an international body with a mandate to develop standards and principles of fair trade. A representative of Max Havelaar, one of the major fair trade organisations, visited Léo in June 2005, met with union leaders, exchanged ideas with producers, and looked at the management, production and living conditions of the population. One month later, the union welcomed a group of students to determine all

production costs and the minimum possible price for “fair” shea Primi Ginette Photo: butter. This was the basis of the standards which FLO adopted Members of the Léo Union look forward to a bright future. in February 2006, fixing the guaranteed minimum price at 1198 CFA francs (US$ 2.75) per kilogramme, and a premium of 121 CFA francs (US$ 0.28) per kilogramme, to be invested But while the benefits of dual certification for producing members in the community (in projects related to health and education). of the Léo Union are many, the challenges are equally pressing. Complying with all the standards set, the union was awarded a First, the organisation needs to increase its sales by attracting LEISA M agazine 24.1 Fairtrade certificate in July 2006. new customers, while respecting its overall production capacity (estimated at around 200 tonnes annually). The Léo Union Later on, the members of the union were encouraged to furthermore needs to become a financially independent and viable certify their production as organic, and thus demonstrate the organisation, not having to rely on the support of foreign NGOs to efforts taken in favour of the conservation of the local natural pay, for example, the costs associated with annual certification or resources. As in the case of the Fairtrade certificate, many those related to the search for new markets. Although the members steps were needed before their production process was certified of the Léo Union produce shea butter of the highest quality, they as organic. These included the establishment of shea nut tree still need to hire people familiar with the export procedures, who parks in protected areas and the organisation of a nut collection can communicate easily with their foreign contacts and who can march 2008 process. These parks were inspected after the union applied help them consolidate their production and sales. for a certificate, together with the storage infrastructure, the n production equipment and all management tools. The certificate Cindy D’Auteuil. Centre for International Studies and Co-operation (CECI). 3000, was given in December 2007. In addition to the positive Rue Omer-Lavallée, Montréal, Québec H1Y 3R8, Canada. E-mail:[email protected] ; impacts which producing organically has on the environment, http://www.ceci.ca 13 Agroecological cotton and fair trade make the difference

Pedro Jorge B.F. Lima found information about the agroecological cotton produced in Ceará. One of its directors immediately went there, agreeing to buy three tonnes of cotton from ADEC. A new contract was eventually Brazil started producing organic cotton in 1993, when a group of signed for the following three years, and negotiations are currently small scale farmers in Tauá, in the semi-arid regions of the state under way to renew this contract for another three years. of Ceará, decided to include it in their farming systems. This cotton was bought by Filobel Indústrias Têxteis do Brasil, a textile Simultaneously, a sewing co-operative in Porto Alegre, in company in Brazil’s largest city, São Paulo, to make t-shirts for the southern state of Rio Grande do Sul, organised a network Greenpeace. This pioneering example was supported by ESPLAR, of co-operatives and associations of workers, eager to make an NGO based in Ceará, and organised by ADEC, an association clothing according to fair trade norms. One of the co-operatives, of rural farmers following agroecological practices. Cooperativa Nova Esperança, decided to produce organic cotton thread, with between three and five tonnes of organic cotton per For the ensuing ten years, different textile companies tried to buy year. The brand Justa Trama was launched in 2005. agroecological cotton (in this area, referred to as cotton produced to organic standards but not necessarily certified as organic), With different stakeholders involved, the most important produced in Ceará but none showed interest in setting up a discussions turned out to be those relating to price. Negotiations permanent contract as the volumes the farmers could offer were took place between ADEC, Veja, Justa Trama and ESPLAR, too low, at less than five tonnes per year. Farmers therefore made taking different issues into consideration. One of these, for an effort to establish contact with smaller businesses or those example, was the average yields achieved and the fact that which for various reasons only needed small volumes, but this farm families need to be stimulated to keep producing cotton was difficult. Despite these challenges, farmers were able to sell following agroecological methods. Equally important was their produce in the small Brazilian organic market at prices up to the need to consider the processing costs, and thus assure the 30 percent higher than for conventionally produced cotton. sustainability of ADEC. Veja and Justa Trama expressed the need to cover the costs of setting up the production chain Fair trade – making the difference and still make a profit, while at the same time aiming for a Three years ago, Veja Fair Trade, a French company, went to competitive price of their products in the market. Veja and Justa Brazil in search of organic cotton to make sports shoes for the Trama agreed to buy the cotton at US$ 3.30/kg. This allowed European fair trade market. Visiting the ESPLAR website, they ADEC to pay the farmers more than double the prices offered on the conventional market.

This is very different from the conditions under which the farm families of Ceará used to work. The majority did not own their own land, but had to rent it from large landowners. The rent was paid through handing over half of their cotton harvest to the landowners. Farmers also tended to simply sell the other half to the landowners 2008 march 24.1 24.1 M agazine LEISA 14 LEISA Magazine 24.1 march 2008 15 n . , v.2, n.3. n.3. v.2, , Justa and Produção Produção has already already has (GAM), a (GAM), . GAM carries GAM . offered to pay to offered Veja Veja Veja . ESPLAR, Fortaleza, Brazil. Fortaleza, ESPLAR, . Justa Trama Justa and Diretrizes para o padrão de qualidade qualidade de padrão o para Diretrizes Veja A ameaça ao algodão agroecológico e orgânico e agroecológico algodão ao ameaça A no experiência Uma agroecológico: Algodão have until now bought the cotton without cotton the bought now until have . Agronomist, ESPLAR, Centro de Pesquisa e Assessoria. Assessoria. e Pesquisa de Centro ESPLAR, Agronomist, . Grupo Agroecologia e Mercado e Agroecologia Grupo Revista agriculturas: Experiências em agroecologia em Experiências agriculturas: Revista . . Justa Trama Justa . 13. ed. Instituto Biodinâmico, Botucatu, SP, Brazil. Brazil. SP, Botucatu, Biodinâmico, Instituto ed. 13. . paid them in advance, together with help from ESPLAR. from help with together advance, in them paid and and Rua Princesa Isabel 1968, Centro, Fortaleza, Brazil. E-mail: [email protected] ; [email protected] E-mail: Brazil. Fortaleza, Centro, 1968, Isabel Princesa Rua http://www.esplar.org.br References 2006. IBD, – Biodinâmico Instituto - orgânico 2007. F., B. Jorge Pedro Lima, - Brazil. Fortaleza, Assessoria. e Pesquisa de Centro ESPLAR, 2005. F., B. Jorge Pedro Lima, - cearense semi-árido 2007. Souza, de Martins Célia Maria and F. B. Jorge Pedro Lima, - 2006 em agroecológico e orgânico algodão de brasileira transgenic cotton in the region. The Brazilian government Brazilian The region. the in cotton transgenic of cultivation the limiting regulations the relaxed recently has cotton transgenic of presence the crops: modified genetically the All threat. worrying and real a is region the in plantations by threat this confront to started have involved stakeholders related and NGOs organisations, their and farmers mobilising Brazil’s declare to government the lobbying by and entities, zone. transgenic-free a as region semi-arid management Shared production cotton agroecological of growth the Following the and ADEC of directors the invited ESPLAR Ceará, in look and discuss to unions farmers’ the of representatives cultivation, to related questions main the at collectively the to led This processes. manufacturing and marketing the of formation times six and four between meets that stakeholders of group to related issues basic the define harvest, the plan to year per the negotiate and information, share production, agroecological to production local of sale networking organisational and political of role important the out the and trade, fair to agriculture family of access the regarding which information and experiences the sharing for opportunities represent. they organisations the as well as farmers the help Lima B.F. Jorge Pedro production has increased in other municipalities, the costs of costs the municipalities, other in increased has production also have plant processing ADEC’s to cotton the transporting process to order in needed is machinery new addition, In risen. the is challenge Another cotton. of quantities increasing the instalments. in farmers the pay to requires ADEC that capital as solved was this years, three last the During Trama not is ADEC that shows it satisfied, were farmers Although independently. operate to able and autonomous completely Veja credibility the to due is This certification. organic needing in working of years ten over ESPLAR and ADEC by acquired take to able been always have They market. cotton organic the agroecologically the of quality the for themselves responsibility was Brazil in supply the when context a in cotton, grown broader from coming is supply the that now However, minimal. trade fair and organic the in companies producers, of groups and attentive, more be to begun have market farmers The certified. is that cotton buy to need the expressed the undertaken therefore have project the in stakeholders and offer the of advantage taking processes, application certification pay to Development, Agrarian of Ministry the by forward put part, its For 2007. for costs certification the way, this In FLO. with certification Fairtrade for costs ADEC’s process manufacturing its and Ceará in cotton of production the 2008. in certified doubly be will of introduction the to given be to need will attention Special capacity building and technical support. At the same time, as as time, same the At support. technical and building capacity Justa Justa , a large large a , Copnatural , and clothes for for clothes and , and those who make up the the up make who those and Veja Veja ) limit the average yield of cotton to less less to cotton of yield average the limit ) co-operatives. This brings a qualitative change into into change qualitative a brings This co-operatives. . They know the owners of of owners the know They . Anthonomus grandis Anthonomus ermano da Silva harvesting harvesting Silva da ermano As a result of this expansion, ADEC is facing new challenges. new facing is ADEC expansion, this of result a As of terms in costs extra means involved producers new Having agroecosystems. To respond to the rising demand, a higher higher a demand, rising the to respond To agroecosystems. under area the increasing by achieved been has cotton of supply fold. the into families new bringing by and cultivation, and 175 per hectare. The frequent infestations of the boll weevil weevil boll the of infestations frequent The hectare. per 175 and ( development and research for need the indicating kg/ha, 200 than mixed in pest this managing for technologies clean of cotton. Such volumes will generally satisfy the demand for for demand the satisfy generally will volumes Such cotton. the while consumption, domestic for sesame and maize beans, 85 US$ between of income an in results cotton of production sesame, following a method adopted to minimise the risks of of risks the minimise to adopted method a following sesame, these In rainfall. irregular extremely of region a in losses yield between vary plots agroecological in yields conditions, adverse of kg/ha 200 and 100 between and grain, of kg/ha 800 and 400 Challenges coming from growth from coming Challenges or cowpea, maize, with intercropped grown commonly is Cotton organisation, the University of Ceará and various fair trade fair various and Ceará of University the organisation, the in example, for resulted, has Co-operation companies. discussing 2007, and 2006 in seminars regional of organisation region. the in production organic and trade fair of impact the about production techniques, processing and marketing. This marketing. and processing techniques, production about farmers’ involves which co-operation of scheme a to due is research agricultural Brazilian the NGOs, organisations, co-operative which produces clothes made of coloured cotton. coloured of made clothes produces which co-operative states– different four –covering initiatives different these of All meetings, joint through level regional the at together work experiences and information of sharing the and visits, exchange another state in northeast Brazil, farmer groups have also started also have groups farmer Brazil, northeast in state another national the on it selling cotton, agroecological producing includes group last This market. organic Pernambuco. After three years of producing agroecological producing of years three After Pernambuco. a at it sell to managed finally have there farmers the cotton, negotiated having cotton, conventional for than higher price Paraíba, In companies. trade fair French other two with contracts These results have also influenced other groups of farming of groups other influenced also have results These and Norte do Grande Rio of states neighbouring the in families Production rose to 43 000 kilogrammes in 2007, involving 2007, in kilogrammes 000 43 to rose Production farm of number total the that hope we 2008, In families. 245 reach will production that and 500, reach will engaged families tonnes. 85 of total a organic cotton. The number of farm families participating in participating families farm of number The cotton. organic were there 2003, in back considerably: increased has project this kilogrammes. 7100 of total a producing involved, families 97 through the contract signed with ADEC, it was possible for possible was it ADEC, with signed contract the through to production cotton of expansion the stimulate to ESPLAR respective the through Ceará, in municipalities other seven for demand increasing the to respond to trying thereby unions, Broadening opportunities Broadening established already conditions other and volumes prices, With towards producing sports shoes for for shoes sports producing towards Trama Trama Justa buyer. and producer between relationship the as well, at a lower price than on the local market. The farmers never never farmers The market. local the on than price lower a at well, as farmers the Today, sold. ultimately was cotton their where goes knew cotton their know also they but price, better a get only not G

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Tiracanga, Canindé, in Ceará. in Canindé, Tiracanga, agroecological cotton in Assentamento Assentamento in cotton agroecological G Photo: Pedro Jorge Lima / / Lima Jorge Pedro Photo: splar E Filipino handicrafts provide income and protect the forests

Michelle Arts from Maguindanao, was chosen because its principles matched the programme’s: marketing of products without sacrificing the The Philippines has a long and rich tradition of producing communities’ culture, environment or traditions. handicrafts made from natural materials. Many items now sold as handicrafts have traditionally been an important part The CustomMade Crafts Center (CMCC) was established as of the culture for some communities and tribes. As such, the part of this programme to act as an intermediary between the Philippines is one of the world’s major producers of handicrafts. communities and the market. This is a non-profit organisation Nevertheless, only two percent of all handicrafts imported by based in Manila. The CMCC sells the products on the local the European Union from developing countries come from the market, where its brands (such as “CustomMade” and “MODI”) Philippines. This presents an interesting marketing opportunity, are established and known. The products are presented as and with it, some challenges. traditional indigenous Filipino craftsmanship, though combined with a modern design. They can be divided into two groups: Through the Crafts Programme of the Non-Timber Forest homeware and fashion, including jewellery and accessories. Products Task Force (NTFP-TF), handicrafts from indigenous Examples of products include lamps, office accessories, communities in the Philippines are made available to both the postcards, shawls, pillow covers and necklaces. The products local and global markets. The Task Force is the Philippine partner are made of natural materials such as grass, abaca (Musa of the NTFP Exchange Programme for South and Southeast textilis), rattan, pandan, vine stems and handmade paper. Asia, which is a collaborative network of NGOs and community based organisations. Their shared goal is to empower forest based Overcoming difficulties communities to make use of and manage their forest resources The communities undergo capacity building in enterprise in a sustainable manner. ProFound, a founding member of the management given by the NTFP Task Force. The artisans NTFP Exchange Programme, is a consultancy organisation that are mainly indigenous people who were already producing advises exporters in developing countries on product development handicrafts as part of their livelihood activities. The CMCC and marketing for export. Within the Crafts Programme, decides which of those products are suitable to sell in the ProFound facilitates market linkages to the European Union and local and global markets. They advise what aspects need to be gives professional support, capacity building, relevant market adjusted before commercialising the product, depending on information, contacts and the facilitation of trainings. the export market requirements. Whenever there is a need for changes in the existing products or the development of new The Crafts Programme products, producers are trained and guided by CMCC in the The Crafts Programme has been running for five years. Its aim process of product development. In addition, there is a yearly is poverty alleviation and sustainable use of non-timber forest meeting between the CMCC and the communities to develop resources by providing an income from marketing handmade new collections and product designs. products. The project also fosters the participation of both men and women. Next to a sustainable income, the communities get During the five years that the programme has been running, the training to improve their products and to match them with the communities have experienced several difficulties. In particular, demands of the European market. Communities in six of the the artisans had problems in meeting the volume that was poorest provinces in the Philippines participate in the project: demanded – and within the allotted deadlines. These problems Oriental Mindoro, Palawan, Negros Occidental, Bukidnon, are being solved by expanding the number of producers and South Cotabato and Maguindanao. Five of these communities upgrading their equipment and skills, as well as by introducing were selected as they were already network partners of the NTFP systems in the CMCC that allow for appropriate time-scales. Task Force. They traditionally produced indigenous crafts, but Systems are also introduced into the communities to ensure lacked a link to the market. The sixth group of communities, smoother operations and production without delays.

Handicraft production promotes sustainable use of natural resources

One of the participating communities is the T’boli tribe of Lake Sebu, Artisans use natural dyes for many products. They ensure that the wood Mindanao. They are known for weaving traditional textiles inspired by they use for dyeing is waste wood, buyo-buyo (a woody plant) or bamboo. women’s dreams, called the T’nalak. They go into the forests to gather the Buyo-buyo is pruned, and the cutting is controlled in order to ensure the abaca trunks, from which they extract fibres with a knife. They connect growth of other species in the area. In addition, the weavers have been 2008 march the fibres, which can be two metres long, to make thread. From this thread trained to harvest the bark used for dyeing in a sustainable way, by using they weave the fabrics. New designs (like stripes and flowers) and colours the bark from only one side of the tree to prevent it from dying. The have also been introduced. artisans also grow new trees that can be used as dyes, and have started a nursery. Finally, a system of wastewater disposal is to be installed in the Now that the artisans have discovered that the abaca plants are a valuable near future. resource for income, they have started to plant abaca themselves. Abaca needs some shade to grow well, so the artisans have planted shading trees The CMCC meets with all the communities regularly, and asks them as well. Previously, trees were regularly cut to make room for growing rice, directly about the sustainable use of the environment. Moreover, CMCC but now that abaca plants can be used for crafts, the artisans are keen to staff visit the communities to monitor the sustainable use of the forests 24.1 24.1 M agazine LEISA invest in biodiversity and use their forests more sustainably. Furthermore, and materials, and prepare an annual “impact monitoring report”. as logging appears to increase the effect of diseases on abaca plants, they 16 are trying to avoid this practice. Handicrafts made of abaca fibre are especially interesting for the European market. Abaca is still new in this market, few consumers know about it and there are hardly any abaca products for sale there. Abaca is native to the Philippines, which currently has a monopoly on abaca production. In this respect, the use of abaca can convince consumers that the product is special and unique, and reflects the traditions of the Filipino culture.

To enter the European market, CMCC will target two market segments, namely the already mentioned upper/middle segment as well as the market for fairly traded goods. These consumers have more purchasing power and are normally willing to pay the higher price involved in fairly traded and labour intensive products. Also, the number of conventional retailers that sell fair trade products is increasing, which would combine the two market segments. The only problem is that the products are still not of the quality that is expected by the upper/middle market segments. For example, the colours of some products fade when they are exposed to sunlight.

Benefits and future expectations The communities are benefiting from having better skills and knowledge about running an enterprise. Furthermore, local sales are growing, and producers are able to deal with the markets

Photo: Mong Tam Le Tam Mong Photo: directly. The money they earn from selling their crafts is one Stripping abaca bark for fibres is a traditional skill. Marketing products of their main sources of income. As the CMCC continuously made from abaca helps communities manage their forest resources in a purchases their products, this income is stable. The CMCC sustainable manner. indicates which products are needed and how many, and purchases these items when ready. In a sense, it is the CMCC which needs guarantees from the artisans, as trade between the Furthermore, the artisans experienced difficulties in adjusting two parties is mainly limited due to production issues. their product to the demands of the European market. They had been making their products according to certain methods and The CMCC hopes that there will soon be an established using particular designs. They found this difficult to change, market in Europe for some of the communities’ products. especially at first. The artisans could not grasp changes requested The communities in turn expect that they will become by the CMCC and did not even believe they were able to change entrepreneurs with skills and confidence so that they can their product. However, when they were shown new products continue their business even after the project ends. Demand and techniques during training sessions given by the CMCC, for ethical products is increasing, which offers an opportunity they could see for themselves that it could in fact work. Now, the for indigenous products from the Philippines to be sold on the artisans are continually involved in product development and are fair trade market. Furthermore, the market for homeware is becoming more open to new designs and specifications. expected to grow in the coming years. Fairly traded products are increasingly being sold at “regular” shops and stores, making The final problem was that the prices of the products were initially them more available to a variety of consumers. too high for the European market, as labour and transportation costs are high. The problem has been tackled by streamlining and Currently, the Crafts Programme is still at the stage of adapting upgrading the production process, though this takes time since the the products for the global market. In the coming period, the artisans need to get used to new ways of producing their crafts. products will be prepared for the export market, and contacts The most effective solution, according to the CMCC, is to target with importers and outlet stores are already taking place. It is the middle/upper and fair trade markets, where the consumers expected that in a couple of years it will be possible to find some LEISA M agazine 24.1 want to pay a fair price that reflects the labour that was put into products from the MODI brand in Europe. When the project the production. However, as the products have not yet reached the finishes in two and a half years’ time, the CMCC will continue European market, there is still a lot of work to be done to achieve to exist as an independent organisation and will hopefully success. be successful in selling handicrafts sustainably produced by Filipino communities. International strategy n Certification, though expensive, could be important to prove that the products are fairly traded and environmentally friendly.

Michelle Arts. ProFound - Advisers In Development. Lange Smeestraat 55, march 2008 However, there is currently no FLO Fairtrade certification for 3511 PV Utrecht, the Netherlands. E-mail: [email protected] handicrafts and clothing. In order to prove compliance with social issues, there are management systems such as SA8000 Acknowledgements and OHSAS 18000, but these do not cover environmental The author wishes to thank Nola Andaya, of the CustomMade Crafts Center, for the information provided for the preparation of this article. More information issues. There are however some other fair trade initiatives can also be found in the following websites: http://www.thisisprofound.com ; concerning sustainable production. http://www.ntfp.org ; http://www.cmcrafts.org ; http://www.modiphilippines.com 17 18

LEISA Magazine 24.1 march 2008 sold in his supermarket. Krijn Vermeulen, with some of the organic and fair trade products because of the same items being available at cheaper prices in butcheries and vegetable shops were forced out of business in organics. This had already happened before when specialised fear of competition between supermarkets and shops specialised Netherlands only wanted to supply organic shops, because of to Mr. Vermeulen, most organic product wholesalers in the assortment of fairly traded and organic products. According It turned out that it was not an easy task to get access to a wide Getting started I sell what the clients want”. he does not do this by conviction, but that “as an entrepreneur both organic and fair trade certified products. He points out that led him to think that he could attract more clients if he offered or so, but apparently Amersfoort clients wanted even more. This been selling a small selection of organic products for a decade company, which has 250 supermarkets in the Netherlands, has tools, and more recently, for organic products. The PLUS sections in the supermarket for requested items, such as home electronic interviews. In this way, he has opened different explains is that he keeps in touch with customer desires through interesting life, you need to do something special. One detail he Mr. Vermeulen’s philosophy is that if you want to have an Running a supermarket can be simple and boring, but supermarket manager. to move away from theory and follow his roots to become a while studying economics at Rotterdam University, he decided never thought he would end up going into this business, but Both his father and grandfather owned a supermarket. He Krijn Vermeulen comes from a family of supermarket owners. supermarket, so went along to talk to him. know what drives a European manager to sell these products in hisfor the best range of organic and fairly traded goods. We wantedN to supermarket called PLUS. In November 2007, two renowned A three minute walk from the ILEIA office in Amersfoort is a big G Os, Milieudefensie Organic and fair trade products and Solidaridad attract new customers , awarded the manager a prize D utch

Photo: Frank van Schoubroeck he increased the price. However, Mr. Vermeulen finds organic already quite expensive, and he thinks they would not sell if not increase much on the fair trade product margins as they areeuros a week – about eight percent of the total turnover. He fromdoes organic and fair trade products adds up to 25 or 30 thousandpicked out an occasional special product. Presently, the turnover trade and organic products throughout the supermarket, and then products. At the same time, more general clients came across fairmeant that some people may opt for the cheaper conventional two effects: consumers could compare prices more easily, which supermarket, rather than keeping them in a separate area. This theyhad decided to spread the specialised products throughout the fairly complete “shop” within the larger supermarket. Recently, coffee and chocolate). Within two years, they managed to put a a small selection of fair trade and organic products (such as Soon, the Amersfoort PLUS supermarket had one section with fellow businessmen, to get specialised products onto the shelves. with a specialised organic shop. They decided to co-operate as In 2005, he met up with an old friend, who at the time was working did not want to wait for. selling organic and fair trade products, which Mr. Vermeulen company first wanted to do some feasibility studies on the the supermarkets. Another problem was that the PLUS mother 3817 CH Amersfoort, the Netherlands. E-mail: [email protected] Krijn Vermeulen Interview conducted by Frank van Schoubroeck, ILEIA. growing – please help us supply them!” the impact of fair trade. The number of convinced consumers is what happens with your money; but people have more trust in than to send money to charity. With charity, you never know who prefer to spend a few more euros on fairly traded products the fair trade market: “There are millions of European people farmers is to organise themselves and sell the products through with fair trade and organic food products. Lastly, his advice to the product must be of good quality, which is generally the case provides the first impression to buyers. His second tip is that First, he advises that the products are properly packaged, as this What is Mr. Vermeulen’s advice to farmers and wholesalers? will be in the near future. been introduced into the Netherlands, but he is certain that they expensive meat from Scotland. These indicators have still not cheaper, but may cost more in terms of “food miles” than more the U.K. For instance, meat produced in Argentina may be “food miles” that is currently being worked on in the U.S. and food systems. Mr. Vermeulen also mentions the concept of to achieve. People are becoming more interested in sustainable produced following organic standards, a very difficult target authorities have stated that in 15 years, all meat will need to be and elsewhere will keep increasing. For example, Dutch the demand for fair trade or organic labels in the Netherlands and he now attends events such as fair trade fairs. He thinks that Because of his success, Mr. Vermeulen is meeting more people The future is green and fair quality products. people who buy organic tend to have enough money to buy extra products to be very profitable, as there is less competition and . Manager, PLUS Amersfoort. Arnhemseweg 4, n LEISA Magazine 24.1 march 2008 19 price above the Fairtrade minimum every year. year. every minimum Fairtrade the above price by claimed successes development the that suggest also Studies local into put farmers efforts the to due much as are Fairtrade there least, very the At certification. to are they as organising higher between relation beneficial mutually a be to appears carried work political and social extensive the and premiums is it circumstances, these Under movements. farmers’ by out building without root taking even Fairtrade imagine to difficult engine for social change or are social movements the force to to force the movements social are or change social for engine disagreement growing the reflect questions These markets? change to advisable is it whether over advocates Fairtrade among market and corporations very the through Fairtrade mainstream place. first the in crisis coffee the provoked that structures chains value and change Social safety important an provided premium Fairtrade the Although question studies recent crisis, coffee the of worst the during net and certifiers by reported claims development the of many retailers. corporate farming coffee American Central and Mexican of study a In Community the from researchers communities, and families no were there that reported (CAN), Network Agroecology or school to children send to ability the in differences significant non-Fairtrade and Fairtrade between security food of level the Fairtrade that evidence find not did study CAN The families. farm of out themselves lift to farmers empowered alone certification that co-operative the that noted researchers the Instead, poverty. relationship direct a had Fairtrade from most benefit to seemed a at coffee their of all bought that buyer American North a with and La Via Campesina Via La evon Sampson Devon Julio Cesar Rumaldo, member of Cooperativa La Concordia, Tacuba, El Salvador, sorting coffee cherries from his harvest. his from cherries coffee sorting Salvador, El Tacuba, Concordia, La Cooperativa of member Rumaldo, Cesar Julio

coffee’s historically unfair market structures? Are markets the the markets Are structures? market unfair historically coffee’s Is the goal to help as many peasant farmers as possible by selling selling by possible as farmers peasant many as help to goal the Is transform to goal the is Or possible? as coffee Fairtrade much as product can make the whole brand seem socially responsible, even even responsible, socially seem brand whole the make can product its of majority vast the buy to continues corporation the though many has phenomenon This market. conventional the on coffee trade. fair of meaning the questioning Fairtrade in actors a tiny proportion of their coffee purchases. For these companies companies these For purchases. coffee their of proportion a tiny a rather but ethic, business a or movement social a not is Fairtrade Fairtrade One niche. profitable a and opportunity relations public The Fairtrade Labelling Organization International (FLO) and and (FLO) International Organization Labelling Fairtrade The become should Fairtrade that idea the promote certifiers Fairtrade this around revolves criticism recent Most “mainstream”. more only up makes Fairtrade buyers, coffee largest the For strategy. multinational corporations with unfair labour practices and and practices labour unfair with corporations multinational power. market monopolistic the Brazilian Landless People’s Movement (MST), challenge challenge (MST), Movement People’s Landless Brazilian the structural for politically work to movement trade fair the also are activists trade fair and consumers ethical Many change. through products Fairtrade-certified selling about uncomfortable roasters are questioning the development claims, the “fairness” the claims, development the questioning are roasters different very for industry, coffee trade fair the of future the and as such organisations, Farmers’ reasons. In the wake of the recent extraordinary market expansion of expansion market extraordinary recent the of wake the In coffee the in rebound mild a of midst the in –and trade fair criticism. under coming is movement trade fair the market– trade fair some and groups, justice social groups, student Even iménez, Ian Bailey and Bailey Ian Holt-Giménez, Eric Photo: Annie Shattuck Annie Photo:

Corporate challenges to Fairtrade to challenges Corporate Fair to the last drop: last the to Fair 20

LEISA Magazine 24.1 march 2008 certification, and then works diligently with the producing certified organic co-operatives and helps them obtain Fairtrade over the Fairtrade price. Owner Paul Katzeff searches out Thanksgiving Coffee pays quality premiums up to 40 cents meaningful, long-term partnerships with producer co-operatives. coffee, and using certification as a point of departure for forming U.K. are committed to selling 100 percent Fairtrade certified Roasters like Equal Exchange in the U.S. and Cafédirect in the directly because certification is seen as a floor and not a ceiling. opportunities for the coffee co-operatives with whom they trade Trade Organisations (ATOs) do improve the conditions and Trading arrangements as practised by many of the Alternative Alternatives to corporate Fairtrade Fairtrade through large corporate retailers. certifiers, who must keep the price low if they are to mainstream seek a “living wage” for their coffee are at odds with Fairtrade than a “living wage”. Now, farmers represented in CLAC who approach, Fairtrade ensures more of a “minimum wage” rather less than conventional growers. By pursuing a mainstream that farmers now lose money under Fairtrade – they just lose less effective at ensuring social benefits. Some studies indicate cost of production or cost of living, and it is now increasingly during the coffee crisis. But it was never pegged to farmers’ market mechanisms. Fairtrade’s minimum price was a lifesaver drawbacks within the Fairtrade certification process and its The CLAC report and other impact studies expose some of the groups, FLO agreed to a five cent per pound increase. talks. After pressure from farmers’ organisations and consumer information, FLO initially denied the request and postponed a 15 cent per pound Fairtrade price increase. Citing a lack of and the Caribbean (CLAC) submitted a report to FLO requesting ordinating body of Small Fair Trade Producers in Latin America Coffee Producers of Nicaragua (CAFENICA) and the Co- In December 2006, the Association of Co-operatives of Small Minimum wage or living wage? co-operation –not struggle– is emphasised. claims are politically sanitised for mass consumption. At best, reflected in corporate marketing of Fairtrade, where development organisations, and indigenous rights. However, none of this is upon the historical agrarian struggles for land reform, co-operative to the co-operatives, and took the risk that no bank or other financial “Jonathan Rosenthal, then Executive Director of Equal Exchange, listened the Prodecoop offices with this difficult situation. into foreclosure. The representatives of the member co-operatives came to repayment. The bank held their coffee crop as collateral, and put their land the Sandinista revolution, but the new government demanded immediate of the co-operative members of Prodecoop had taken out loans during exported to the U.S. based fair trade coffee buyer, Equal Exchange. Some “In 1991, the first co-operatives that today make up Prodecoop first organisation. Rosario Catellón, co-founder of Prodecoop, tells the story: Co-operative Development of the Segovias region), was the first such marketing, credit, and other programmes. Prodecoop (Promotion of without any government support. They formed co-operatives to provide government lost power in 1990, farmers’ co-operatives found themselves sustain farmers’ co-operatives. In Nicaragua, when the leftist Sandinista One of the most important roles of Fairtrade has been to help build and Prodecoop in Nicaragua many co-operatives of small farmers in Nicaragua and in other countries.”an example for the country and the world. It has motivated the resurgenceAmerican of and European coffee importers and roasters. Prodecoop has been over and over again, be sitting down to negotiate face-to-face with Norththemselves. The small farmers of Prodecoop never imagined that they would,social sustainability; and most of all regain their hope for the futurebetter and incomes;for alleviate poverty; achieve economic, environmental, and is, and break the long chain of intermediaries. In this way, they cana accessdisadvantage can pass over to the other side, where the coffee industrydedicated to building bridges, so that those who have historically beenNorth at American market. Jonathan Rosenthal and Equal Exchange have been They were the first buyer of our coffee, and helped to make it known“Equal in theExchange contributed to bringing Prodecoop out of anonymity. the co-operatives’ debts. back from them, promising to apply all the income from the sales to pay off our coffee. After negotiations with the bank, Prodecoop bought the coffee institution was willing to take. He advanced us a portion of the purchase of • corporate Fairtrade players, as follows: characteristics that differentiate them from the much larger, The Alternative Trade Organisations share a number of the process of bringing their produce to market. the retail value to farmers, they give farmers more sovereignty in organisations. Farmer-ownership models not only return more of Other companies are jointly owned by participating farmers’ an alternative model to certification (see related article on p.28). direct trade model localises the value added process and provides communities to help improve the quality of the coffee. CAN’s about the loss of control and authenticity of Fairtrade. ATOs argue for prices based on production costs, and worry low Fairtrade floor price. On the other, many producers and benefits of the increased volume made possible by a relatively change. On one hand, market-based certifiers champion the between market-based and movement-based strategies for social future of Fairtrade. These differences are rooted in tensions disagreements on the fairness, development claims, and the Fairtrade’s mainstreaming debate reflects growing Fairtrade and food sovereignty Beyond the mainstreaming debate: • • owned and direct trade initiatives allow more of the value of power remains. “Movement” companies pursuing farmer- farmers sell at the Fairtrade price, this unequal balance of roasting and retailing stages of the value chain. Even if value of coffee is exported, generating big profits at the Localising the value of coffee supporting health and education projects. operatives diversify their production into other products, or recognise and strive for quality coffee, or helping farm co- coffee. This might mean training coffee tasters to be able to with producer co-operatives to invest in the quality of their Long-term commitment their coffee, and what portion of their sales is Fairtrade. largely transparent about how much they pay farmers for much Fairtrade coffee they sell. “Movement” companies are corporations who retail the coffee are secretive about how to open their books to auditors. Conversely, most large Transparency coffee to remain in the producing community. . Fairtrade certified producers are required . “Movement” companies work . Traditionally, most of the more than a safety net in mind: they want an end to hunger, poverty, and the extreme injustice brought about by “free” trade. They don’t want to settle for a safety net, they want Fairtrade to be a strategy for sustainable development.

While such safety nets ensure farmers security from steep price drops and extreme poverty, a comprehensive development strategy is needed to provide farming communities and organisations opportunities to strengthen local institutions and farmers’ market power. It is clear that certification –the kind of certification that is being adopted when big corporate players get into the Fairtrade business– fails to deliver on these larger issues.

To make good on its development claims, rather than mainstreaming, Fairtrade needs to intensify its work with peasant movements to roll back corporate globalisation and re-establish the social institutions and rural policies needed for productive, healthy agriculture.

Looking forward: building market sovereignty

Photo: Annie Shattuck Annie Photo: The future of Fairtrade depends on the degree to which it can Members of Cooperativa La Concordia, like coffee farmers bring producers, consumers and roaster-distributors not just into all over the world, deserve a fair price for their products. its market, but into the growing social movements for agrarian change. It is clear that movement building depends on a sense of belonging, commitment and participation in decision-making. This puts the Fairtrade movement in a difficult position. If the But because Fairtrade is a business as well as a movement, this movement is isolated from the mainstream, it may not be relevant participation also depends on ownership. To ensure the politically enough to change the farmers’ situation. But by interacting with committed participation of farmers in Fairtrade, they must not the mainstream without asking critical questions, the movement only be “stakeholders” in development, but “shareholders” in the risks becoming diluted, and the benefits may decrease. The business. Giving farmers a majority stake on the FLO board of mainstreaming emphasis of Fairtrade risks marginalising activists directors would go a long way towards this goal. and farmers – the very drivers of social change that make Fairtrade more than just a “slightly better market” for poor coffee farmers. It is unlikely that large corporations will advance a farmer-driven, movement agenda for social change within Fairtrade. They will The fairness of Fairtrade is more than a simple ethical debate. attempt to sell as little Fairtrade coffee as possible at the lowest Fairness regarding transparency, risk, labour practices possible price, counting on their vast market power to keep and profits are a reflection of market power. In the present Fairtrade farmers coming to them. This is not a reason to give unregulated coffee market, rules are set by those who control up the Fairtrade market. On the contrary, to keep Fairtrade from the most lucrative parts of the value chain: roasting and becoming irrelevant to farmers’ livelihood struggles, it is up to distribution. Until farmers are able to own substantial shares alternative organisations, NGOs, and activists to help poor coffee in roasting and distribution, they will always be subject to the farmers grow not just their market, but their market power; not just levels of “fairness” acceptable to those who control the coffee their business, but their controlling share within the business. market. Luckily, there are already encouraging experiments within the larger Fairtrade coffee community that shift power in Ultimately, the ability to hold the corporate players in Fairtrade the value chain towards the coffee producers. Scaling up these publicly accountable to more equitable standards depends on the experiences would help tip Fairtrade’s balance of power in degree that the Fairtrade movement advances farmers’ market favour of farmers rather than large corporations. sovereignty – the ability to determine how to produce, process, sell and distribute in ways that are fair and sustainable. Building Safety net or development strategy? market sovereignty from the premium floor up will certainly not The neoliberal position that markets themselves are sufficient be easy, and will be strongly resisted by the corporate players. to reduce poverty, end hunger, and promote sustainable development, is a notion that has been refuted by two decades Fortunately, the Fairtrade movement is dynamic and constantly of disastrous corporate-led globalisation. Fairtrade marketers evolves new forms of social, economic and political organisation. LEISA M agazine 24.1 who claim that Fairtrade “empowers farmers” are in essence Even FLO surprised sceptics by rewriting its constitution to claiming that certification is the small adjustment needed to include seats for farmers’ organisations on its board of directors, make good on the neoliberal promise. taking concrete steps towards letting farmers finally participate in ownership of Fairtrade certification. As farmers’ power grows When coffee prices dropped catastrophically in 2001 and 2002, within Fairtrade, and as the movement links strategically with it became clear that Fairtrade price floors provide an essential peasant and consumer movements for social change, Fairtrade will safety net for farmers. One can find hundreds of testimonies from be well positioned to make good on its development claims. farmers who are acutely aware of this value, because they are n widely published on the websites and promotional materials of march 2008 Eric Holt-Giménez, Ian Bailey and Devon Sampson. Food First/Institute for certifiers and coffee companies that market Fairtrade products. Food and Development Policy. 398 60th Street, Oakland, California 94618, U.S.A. E-mail: [email protected] However, the farmers who organise co-operatives, the students This article has been edited from an original version, with full references, published and consumers who advocate for Fairtrade, and the NGO by Food First. You can write to them to request a hard copy, or download it at: advocates that run major Fairtrade campaigns have something http://www.foodfirst.org/node/1794 21 Direct trade that benefits poor communities in India and the U.K.

Mari Marcel Thekaekara In the early 90s, a women’s co-op visited us, bringing with them beautiful handloom saris which they made themselves. They sold these to our team at half the price the saris were going “Just Change” is becoming well known in fair trade and for in Gudalur town. Our team pounced on the saris amazed development circles around the world. It is an initiative which and delighted at the good deal. The women weavers took back aims to establish an alternative and direct trading mechanism Gudalur tea which they considered a bargain. They sold this that will benefit poor communities. We have been successful in for a slight profit back home. Both the groups had gained directly linking communities in India, the U.K., and encouraging considerably by the transaction and a few more exchanges took them to trade amongst themselves. In our own way, we are place. It reconfirmed the fact that the market was treating us standing globalisation on its head. unfairly, and set us thinking.

The origins of Just Change go back more than 20 years, and In 1995, more than 200 adivasi village leaders resolved to the development of the initiative is related to the struggle for purchase a tea plantation as a community asset, to “stand on our survival of some of the poorest people in India. In 1985, a group own feet” as they said. Supporters from the U.K. and Germany of people founded the Action for Community Organisation, helped to buy a 176 acre estate called Madhuvana, and plant tea Rehabilitation and Development (ACCORD), with the aim of on it. Finally in 1998, the Gudalur adivasis became the proud helping the adivasis –the indigenous people of the Gudalur owners of a tea plantation. It was another milestone crossed. valley in the Nilgiri mountains of Tamil Nadu, southern India– Now, Madhuvana has about 100 acres of tea planted. On take control of their own lives. We wanted to support them in average, about 20 000 kilos of tea leaf is produced every month. resisting being exploited by settlers, government departments and large tea plantations. To do this, we began a movement to With all this going on, we began an in-depth analysis of the reclaim ancestral lands. The adivasi people later planted tea on problem in Gudalur. We realised that when the exploiter was the their newly reclaimed lands. local landlord, we all could do something about it. But, when the exploiter was a faceless enemy such as the “global market” it was beyond our grasp. In such cases it was essential to work out a new strategy and build networks with communities in other parts of the world. We had succeeded in exchanging our tea for saris and sold our tea to our support groups in the U.K. and Germany. We now needed to formalise these efforts – to build a strong network of poor and deprived communities, and to use globalisation to our advantage.

A step beyond fair trade Just Change emerged from the concept of fair trade. The slogan “Fair Trade not Aid” was new, exciting and one which we embraced wholeheartedly. We began our fight for a fair deal for adivasi tea planters and for the poor producers when we first sold our tea in Germany. On a visit to Germany, Bomman, an adivasi leader, was shocked to discover that our German friends had to travel far to buy our tea, and also that they paid more for it. “But they are our friends and supporters, they should pay less,” he protested. We soon realised that many unemployed people in Europe could not afford fair trade products. We also realised that we were depending on the goodwill of socially aware, middle

Photo: Author Photo: class people, since they paid more for our tea in order to give Through growing and selling tea, adivasi women have gained more the producers a break. Making people aware that fair trade could independence. eliminate the need for aid was great. But there remained an element of benevolence. Wasn’t it slightly patronising? It didn’t change structures or trade relationships, or even question them. In the next few years, incomes began to trickle in from the We decided we had to go one step further. Since poor people were newly planted tea, coffee and pepper, making a perceptible being exploited in rich countries as well as poor, why not join the 2008 march difference to the health and nutrition of the adivasi population. two communities through trade? That way, both groups would The mid 90s, however, saw a sudden drop in tea prices and with benefit. Then the solidarity would not be one-sided – it would be it, a drop in incomes. We were told that this was a result of the mutual. Forming a co-operative of poor consumers and producers global market scenario. It was frustrating to watch all the gains created a global solidarity group that could tackle the negative of the previous years dissolve. Yet while all adivasi tea growers impact of globalisation. Local communities, both in the U.K. and had their incomes reduced to less than half, we realised that tea in India, adored the idea. In this way, Just Change was born. prices for the consumer did not drop at all. It was obvious that someone somewhere was making a killing – but the farmers Trading between communities were being cheated as sellers, while consumers were being The concept became a reality when Gudalur adivasis traded 24.1 24.1 M agazine LEISA fleeced as buyers. their tea with various communities in Kerala and Orissa. This 22 The U.K. connection The Just Change story also became inextricably linked and woven in with events in the United Kingdom. In the summer of 1994, ACCORD was invited to the U.K. by the Charities Advisory Trust and the Directory of Social Change to write a report on “Poverty in the U.K. from a southern perspective.” ACCORD was struck by the fact that unemployed people living on welfare on housing estates were paying unnecessarily high prices for the endless cups of tea they drank. What if we could connect the two groups? They would pay less and we would get more. The idea seemed brilliant.

A number of experimental exchanges took place, at first with little success. However, with a volunteer who became the face of Just Change U.K., the idea moved along. A group of young people in Manchester started to sell tea to local community groups and through alternative shops. Other shops around the country started to buy our tea. We also relied on various supporters in the U.K. to keep us going. In 2001, an adivasi group came to the U.K., and met friends and supporters of Just Change in Hawick, Manchester, Gloucester and London. One of the strengths of Just Change U.K. lies in the volunteer groups – many of them young people who have spent a summer with us in Mysore, taking part in our programme, “Development from the inside”. In 2006 we were able to set up a Board for Just Change U.K. We have also had articles published and the resulting

Photo: Author Photo: publicity has helped to strengthen our networks. For example, the A Village Consumer Society in Calicut, being run by the Just Change BBC publicised a blind taste test where Just Change tea came out India Producer Company. tops, winning over the most popular local brands.

Nevertheless, Just Change was still not linking up with poor was a phase in which we identified more products for trading communities in the U.K. Then in March 2006 we met the between poor communities, realised the potential of the Just Marsh Farm group. They are a group of 3000 people living Change network and decided to bring more groups in. on a housing estate near Luton, in southern England. They have formed a collective to work on community regeneration. The face to face contacts between the Kerala, Gudalur and There was an instant synergy and connection between people Orissa groups produced a strong sense of solidarity and working from Marsh Farm and the adivasis, as each told their stories together for one cause. Women’s groups from Kerala began of struggle for survival and justice. This seemed like the to send us a coconut based soap which was hugely popular. breakthrough we had been looking for since 1994. In May 2007, Orissa and Kerala loved our tea. The Just Change idea took off we formally launched Just Change U.K. amongst the Marsh in Gudalur because we began to provide rice to people who Farm Sunday market traders. Just Change supporters from found an enormous difference in price, quality and quantity. around the U.K. arrived, and the launch was lively. A visiting They discovered that for decades local traders had cheated adivasi group played drums, flutes and danced, attracting a lot them on both weight and price. So loyalty to Just Change and of attention. We hope the tea will now take off in a big way determination to succeed increased. As trading took place from Marsh Farm. We also hope to find funding for a person to successfully, the Just Change identity emerged and, with it, devote a few days a week to support Just Change in the U.K. confidence and trust in each other. We grew in experience and learnt much from outside advisers, who gave us new ideas and Towards the future insights. We ironed out many problems and glitches and learnt The New Internationalist and Amnesty International sell Just LEISA M agazine 24.1 from our mistakes. Change tea and soap through their catalogues. Both have done pretty well and we couldn’t get more global than that! It is a On January 6, 2006, we took another giant step forward, great feeling to be fighting the war on our terms on their (global when the Just Change India Producer Company was formally market) turf and to see the tide turning. While we need the registered. We launched the company with adivasis, Orissa volumes of tea to increase considerably in order to make a real farmers and women’s groups as the founding members and difference economically, it is an enormously satisfying feeling shareholders. We often confound ourselves and others by the to note the progress being made slowly but surely, as the idea sheer audacity of our ideas! But we try to break the mould, so and message spread, with all corners of the world responding to the inauguration of our producer company happened under a the concept of creating a just economic order. May the struggle march 2008 tree. Community leaders lit lamps – no ribbon cutting. There continue. was joyful singing and dancing, the cultural expression of our n communities. The shareholders’ focus was not on profits or dividends, but on benefits to producers and consumers – on Mari Marcel Thekaekara. ACCORD. Post Box No. 02, the Nilgiri district, Gudalur, justice! 643212 Tamil Nadu, India. E-mail: [email protected] 23 24 The Mexican Network of Organic Markets LEISA Magazine 24.1 march 2008 organisations, 17 of these markets are already well established in and in many cases linked to universities and non-governmental the country. Supported by committed producers and consumers, has been the emergence of a number of organic markets across efforts, which focuses specifically on small scale local organics, primarily in and around Mexico City. One of the more grassroots a number of organic speciality shops and cafés have opened, some Mexican grocery stores now carry organic goods, and growing alongside the more conventional industry. For example, as in many other countries, a local organic movement has been These problems have not gone unnoticed in Mexico. In fact, An alternative organic vision producers highly vulnerable to international market fluctuations. to which domestic markets are developed, and it leaves Mexican waste. Moreover, an export-oriented focus constrains the degree for export consumes precious resources and creates mountains of of fossil fuels required for transportation. In addition, packagingoriented production is extremely damaging because of the amounts foreign markets. From an environmental point of view, export- and vegetables– with 85 percent of organic goods being sent to crops –particularly coffee, but also cocoa, coconut, and other fruitvast majority of organic production remains focused on export Unfortunately, as is the case in many developing countries, the of three hectares, and over 50 percent are indigenous people. these producers, 98 percent are small scale, farming an average producers farm organically on over 300 000 hectares of land. Of the organic sector has boomed, and today more than 83 000 Mexican agriculture as a whole has suffered severe crises, production in Mexico has increased dramatically. Indeed, while in global demand for organic goods, the amount of organic Over the past several years, in response to the rapid growth Manuel Ángel Erin Nelson, Rita Schwentesius Rindermann, Laura G rowing a local organic movement: Gómez Cruz The participatory certification committee in action. The farm visit is viewed as an educational experience for all those involved. Gómez Tovar and dynamic initiatives that seek to support organic agriculture in anniversary celebrations or fairs. As a result, the markets are dance or musical performances, or other special events such as children. In addition, many also host cultural events such as workshops, lectures and other activities for both adults and majority of the Network’s markets offer a wide variety of act. In an effort to combine these various elements, the vast become a political, social, ethical, educational, and enjoyable meant to be spaces where commerce and consumption can where people go to buy and sell goods. Rather, they are organic markets. They are not conceived of as simply places Indeed, community building is at the heart of Mexico’s local community solidarity and trust relationships. linkages also serves a more philosophical purpose – of building affordable prices to consumers. Supporting these kinds of from their production while at the same time offering relatively markets make it possible for small scale producers to earn more of products and by eliminating intermediaries, the organic with producers. By reducing the transportation and packaging by small scale farmers, as well as on linking consumers directly this goal, the organic markets focus on goods produced locally urban centres and can afford to pay high premiums. Towards available to all Mexicans – and not just to those who live in includes making healthy, safe, organic products more readily the Network’s view, promoting social and economic justice broader terms, regarding social and economic justice. In agriculture practices, the Network views sustainability in the desire to improve the environment by supporting organic characteristics, the markets do share a common vision. Besides While remaining independent entities with distinct Mexican Network of Organic Markets. Since 2004, these markets have joined together to form the nine states, and new initiatives are continuously being developed.

Photo: Erin Nelson / Laura Gomez LEISA Magazine 24.1 march 2008 25 , tlacoyos , but rather but , per se per and drink coffee, chocolate or hibiscus juice. The The juice. hibiscus or chocolate coffee, drink and and dried fruit, biodegradable cleaning and beauty products products beauty and cleaning biodegradable fruit, dried and tamales or or salsa neighbouring farms. neighbouring of meeting a in discussed is case the visit, farm the Following all with comply producers If committee. certification entire the and market the within status organic granted are they standards, certification however, cases most In condition. without certified include ones common most The conditions. of set a with comes contamination prevent to barriers natural develop to need the thoroughly to and farms, conventional neighbouring from the that Provided crops. to application before manure compost conditions, these meet to committee the with work producers standards, organic of violation serious in not are they that and section “natural” the in goods their sell to begin then can they organic the from separated physically is which market, the of continuous and visits Follow-up sign. a with marked and section being are conditions the that ensure to used are communication these systems are that they minimise bureaucracy, do not require require not do bureaucracy, minimise they that are systems these of element an incorporate and producer, the from payment any consumers. and producers for education environmental and social Mexico, in certification participatory for forward step major a In recently the in inclusion its for lobbied successfully Network the products result, a As agriculture. organic governing law passed be legally now can processes participatory through certified “organic”. as to referred a for step first the example, for market, organic Chapingo’s In contact to is certification participatory achieve to wishing producer regarding questionnaire a out fill and co-ordinator market the is questionnaire This practices. production past and current committee, certification participatory Chapingo’s by reviewed agricultural producers, consumers, local of consists which the of combination a uses committee The students. and researchers and States United the of Program Organic National the of If, norms reference. a as Certimex body certification Mexican the of those requirements the meets producer the questionnaire, the on based scheduled. is farm the to visit a certification, organic for inspection an as viewed not is visit farm This all for educational be to designed experience interactive an as consult members committee visit, the During involved. those operation farm the about data basic includes that checklist a basic as well as etc.), crops, of number territory, of size (e.g. and seeds of source following: the as such points control organic post-harvest practices; management disease and pest soil, water; from contamination for potential the and crops; of treatment functioning “Participatory Guarantee Systems”. Key aspects of of aspects Key Systems”. Guarantee “Participatory functioning In many ways, the Chapingo market is representative of the other markets markets other the of representative is market Chapingo the ways, many In markets the of Most Markets. Organic of Network Mexican the form that and workshops as such elements educational include basis, weekly a on run certification participatory developing towards working are presentations, Network Mexican The labour. volunteer on primarily run are and systems, public (including activities of variety wide a pursues Markets Organic of of objectives primary the of one but promotion), and marketing education, are there Today markets. new of creation the in assist to is Network the is goal term long The ones. new for proposals 8 and markets functioning 17 Mexico. in open markets organic local 100 have to syrup, oil, oil, syrup, of brunch a enjoy can consumers addition, In work. artisanal and quesadillas with library small a has also it – sale for goods offer just not does market information an issues, agriculture organic and environmental about books educational free hold to space a and pamphlets, and books with table adults. and children for workshops The birth of a local organic market organic local a of birth The ”). Thus, in November of that year, the Chapingo market was was market Chapingo the year, that of November in Thus, ”). tianguis and also, in many cases, from Mexico City, which is about an hour’s drive drive hour’s an about is which City, Mexico from cases, many in also, and dairy meats, vegetables, and fruit include offered products The away. as such goods processed coffee, honey, goods, baked eggs, products, Today, the Chapingo Organic Market opens every Saturday from 10:00 10:00 from Saturday every opens Market Organic Chapingo the Today, a is There tables. vendor participating twenty than more has and 15:00 to communities surrounding the from coming consumers of number growing the order and delivery system to a fully functioning public market (or (or market public functioning fully a to system delivery and order the “ university. the by charge of free out lent building a in inaugurated officially delivery for consumers at the university and in neighbouring communities. communities. neighbouring in and university the at consumers for delivery project the in involved producers and consumers of number the 2003, By from move to decided organisers the that extent an such to grown had began with a group of people at the university who organised courses courses organised who university the at people of group a with began where sessions tasting as well as agriculture, organic on workshops and contacted also They goods. organic sample could public the of members product organic of system a organise to began and farmers organic local One of the first markets created was in the community of Chapingo – home home – Chapingo of community the in was created markets first the of One initiative Chapingo The university. agricultural principle Mexico’s to participatory certification, and are working to develop smoothly smoothly develop to working are and certification, participatory This can make ensuring consumer confidence in the integrity of of integrity the in confidence consumer ensuring make can This organic the issue, this to response In difficult. sale for products the of notion the support Network the in participate that markets Participatory organic certification system certification organic Participatory are markets organic local confronting challenge major Another for difficult it make that barriers bureaucratic and economic the certification. organic obtain to involved producers scale small the market exchange of products; however, a lack of funding for funding of lack a however, products; of exchange market possible. been yet not has this that meant has transportation at all. In response to this problem, the markets are constantly are markets the problem, this to response In all. at existing of supply the expand to producers new for searching and needs consumer meet to ones new introduce and products inter- the facilitate to like also would Network The preferences. often cited as a problem for local organics, the reality for many for reality the organics, local for problem a as cited often come consumers sometimes that is markets organic existing available not or sold either them find and goods for looking assist them in the endeavour. The difficulties in getting access getting in difficulties The endeavour. the in them assist of terms in problem another exacerbates services extension to locally of supply insufficient – markets organic local growing is demand insufficient although fact, In goods. organic produced have demonstrated interest in shifting to organic production organic to shifting in interest demonstrated have necessary the lack they but market, organic an accessing and to needed resources educational the access cannot and expertise, A lack of funds also limits the degree to which the Network the which to degree the limits also funds of lack A both for programmes education and training pursue can producers of numbers Significant consumers. and producers for things like space rental or salaries to co-ordinators. Thus, the Thus, co-ordinators. to salaries or rental space like things for and resources of donations on dependent heavily are markets problematic. be can which labour, volunteer across the Network. One of the primary challenges for each for challenges primary the of One Network. the across human and physical the secure to struggle the is market market Unfortunately, function. to order in required resources pay to groups enables that level a at yet not generally are profits committed producers, consumers, and organisers working working organisers and consumers, producers, committed confronts market each movement, the of support in tirelessly common are these of many and challenges, significant some Challenges facing the Mexican Network Mexican the facing Challenges Markets Organic of is Mexico in markets organic local of number the Although highly of number considerable a are there and rapidly growing a truly holistic sense, helping move towards environmental, environmental, towards move helping sense, holistic truly a sustainability. environmental and social, Photo: Erin Nelson / Laura Gomez Laura / Nelson Erin Photo: One of the workshops regularly organised as part of the Chapingo Organic Market. Producers and customers exchange ideas about dried herbs.

met, and eventually the producer may be eligible for full organic In addition, many participants come and go, and this creates status (refer to Figure 1 for the full picture of the process). a lack of consistency and continuity within the certification Because transparency and community involvement are integral committee. Finally, a lack of training and education means that aspects of the system, the results of all questionnaires and several people who are currently active in the committee still committee decisions are available to the public, and anyone who lack the sufficient expertise to carry out inspections. These wishes to join the certification committee is more than welcome challenges have made it difficult to keep up with the demand for to do so. In addition, consumers are encouraged to interact certifying new producers who wish to enter the market, and also with producers at the Chapingo market, and this interaction to consistently monitor the farms of existing market members. has led to the development of strong relationships of trust, and in some cases friendship, between the buyers and sellers of Future steps organic products. These relationships are an important means The Mexican Network of Organic Markets is expected to of supporting the participatory certification process, as they continue growing, as it is doing that now at a very fast rate. provide the consumer with an extra sense of security. Looking into the future, the Network’s plans include to: • solidify the participatory certification systems (i.e. make sure It should be noted that the process of participatory certification that they are codified in writing and that they are followed is not without its own set of problems and limitations. One homogenously in all markets); of the most prominent challenges for the implementation of • systematically determine the characteristics of the various participatory certification is that it is currently all done on markets (including number of producers involved, products a voluntary basis. This places significant constraints on the available, income generated, resources invested, etc.); amount of time that people are able to devote to the process. • offer training for market managers;

Participatory Guarantee Systems offer alternative certification Tegan Renner founded on the principles of organic agriculture, these systems are often loosely based on IFOAM’s Basic Standards but with Over the past three decades, organic agriculture has evolved the necessary modifications made to reflect their community’s into a global system of third party certification and international needs, including different cultural means of quantitatively or trade. This system has seen tremendous growth in recent years, qualitatively measuring “organic.” Most basic are changes but it has presented more challenges than opportunities for small involving reduced certification costs and amounts of required scale producers, especially those in the South. There are many paperwork, but more significant are the structural differences. who abide by the principles but who are unable to market their Very much a community organisation, the shared emphasis crops as organic because they lack the third party certification of participation in all these alternative systems has led to the that the global market demands. The reality is that most farmers overall term, “participatory guarantee systems” (PGS). With are not able to afford the high costs associated with third party a focus on the local community, standards are created jointly 2008 march certification. The amount of paperwork that is required is by the producers and consumers that the system will serve. also often seen as an obstacle. Aside from these barriers, the In this way and others, both transparency and participation fact still remains that international organic standards like the are entrenched as core values in these alternative systems of International Federation of Organic Agriculture Movement’s certification. Trust is also a cornerstone of PGS –not only because (IFOAM) Basic Standards have been developed in the North, of the joint participation of its creation– but also because of despite 75 percent of IFOAM’s members being from the South. the continued relationship between producers and consumers The result is standards that do not consider southern climates or in direct purchasing at markets or farm-gate sales and a close economies. relationship between producers who work together to keep the PGS functioning. Sharing information and experience with each 24.1 24.1 M agazine LEISA In reaction to these challenges, small farmers around the world other is one way that this trust is established. Capacity building is have created alternative systems of organic certification that also a key component of PGS, and training is often a requirement, 26 are suited to their local ecological and economic realities. Still as well as meetings to discuss farm management issues and share LEISA Magazine 24.1 march 2008 27 n n . . . Red Mexicana de Tianguis y Mercados Orgánicos/ Mercados y Tianguis de Mexicana Red . . Cuerpo Académico Socioeconomía en Producción, en Socioeconomía Académico Cuerpo . The globalization of organic agro-food networks agro-food organic of globalization The . Departamento de Agroecología, Universidad Autónoma Autónoma Universidad Agroecología, de Departamento . , 32, 5. 32, , Participatory Guarantee Systems: shared vision, shared ideals shared vision, shared Systems: Guarantee Participatory . University of Waterloo, 320-D Spruce St. Waterloo, St. Spruce 320-D Waterloo, of University . . University of Guelph, School of Environmental Design and Rural and Design Environmental of School Guelph, of University . Participatory Guarantee Systems for marketing organic products, organic marketing for Systems Guarantee Participatory . Food and Agriculture Organisation. Rome, Italy. Rome, Organisation. Agriculture and Food . agriculture techniques as well as on price setting and small small and setting price on as well as techniques agriculture management; business markets; organic local the within gender of issues address using by example for markets, the of promotion increase events; public and television and radio the on education offer and schools elementary visit and agriculture; organic and environment all where year per times three meetings host to continue represented. be will markets continue offering capacity building workshops on organic organic on workshops building capacity offering continue

• • • • E-mail: [email protected] E-mail: Rindermann Schwentesius Rita Consumo y Certificación Producción, en Socioeconomía Académico Cuerpo México-Texcoco, Carretera 38.5, Km. Chapingo. Autónoma Universidad Orgánico, [email protected] E-mail: México. Chapingo, 56230 C.P. 90, Postal Apdo. Tovar Gómez Laura Orgánico. Tianguis del Participativa Certificación de Comité / Chapingo [email protected] E-mail: Cruz Gómez Ángel Manuel Chapingo. Autónoma Universidad Orgánico, Consumo y Certificación [email protected] E-mail: The rapid growth of the Mexican Network of Organic Markets Markets Organic of Network Mexican the of growth rapid The part the on interest of deal great a is there that demonstrates together work to consumers and producers Mexican both of links the increasing By systems. food sustainable create to quality high providing by and consumers and producers between involved, everyone for fair are that prices at goods organic movement organic the of reach the broaden help markets these roots. philosophical its to it returning simultaneously while and producers scale small of involvement the facilitating By of notion the networks, food local on focus a encouraging although Indeed, effort. this furthers certification participatory organic local with experience Mexican the phases, early its in still important an offers certification participatory and markets to also but sector, food conventional the to only not alternative, sector. organic “mainstream” export-oriented, industrialised, the Nelson Erin Canada. 2W1, N1G Ontario Guelph, East, Road Stone 50 Development. • Tegan Renner Tegan [email protected] E-mail: Canada. 3M7 N2L Ontario References 2007. FAO, - Brazil 2007. IFOAM, - Germany. Bonn, Movements. Agriculture Organic of Federation International 2004. T., Laura Raynolds, - Development World ties, economies and rural livelihoods. rural and economies ties, North, but this ambition is far from being realised. There are There realised. being from far is ambition this but North, in PGSs of importance the recognises IFOAM that signs many export- an as not but relationships, consumption local direct, number a published has IFOAM Nevertheless, system. oriented promoting in makers policy and NGOs guide to suggestions of the through credibility PGS building include Ideas PGS. areas urban to access arranging markets, local of establishment socioeconomic between link the revitalising farmers, rural for to actions other many and agriculture organic and issues established. not is and is it where regions in both PGS, encourage again to movement organic the for opportunity the presents PGS community strengthening turn in consumption, local support building. Chapingo market. Chapingo begin selling in the the in selling begin that producers meet with with meet producers that If certification is achieved, achieved, is certification If Follow up communication communication up Follow the producer can immediately immediately can producer the conditions for certification and and certification for conditions and visits are essential to ensure ensure to essential are visits and to assist with continued capacity capacity continued with assist to is scheduled. is A letter outlining the committee committee the outlining letter A certification in Chapingo in certification covering the basic control points. control basic the covering Producer completes a questionnaire a completes Producer decision is delivered to the producer. the to delivered is decision The certification committee visits the the visits committee certification The production site and fills out a checklist checklist a out fills and site production on past and present production practices. production present and past on the producer is classified as “natural” or “organic”. or “natural” as classified is producer the organic production. organic A meeting is held during which the committee decides to certify certify to decides committee the which during held is meeting A Figure 1: Steps to achieving participatory organic participatory achieving to Steps 1: Figure If certification is denied, denied, is certification If The certification committee reviews the questionnaire and –if there are are there –if and questionnaire the reviews committee certification The no obvious violations of organic standards– a visit to the production site site production the to visit a standards– organic of violations obvious no unconditionally, certify with conditions, or deny certification. In addition, addition, In certification. deny or conditions, with certify unconditionally, assistance is offered to help the the help to offered is assistance producer make the transition to to transition the make producer that even with a system like the Ecovida Network, the focus the Network, Ecovida the like system a with even that the within those are There consumption. local direct on still is the in markets niche to access gain to wish who movement PGS and they range in scale as well as approach. Though PGSs have PGSs Though approach. as well as scale in range they and according differs run they how principles, founding common noted be should It community. local the by desired is what to for their organic certification and are able to keep more of their of more keep to able are and certification organic their for intermediary. no is there as profits world the around PGSs of dozens are there that reports IFOAM or through farmers’ groups at fairs and markets, but others sell others but markets, and fairs at groups farmers’ through or part a are that plants agro-processing or stores co-operative to premium price a enjoy to able are Members Network. the of set up by local NGOs and research institutions, has 2300 farm 2300 has institutions, research and NGOs local by up set 8 groups, consumer 15 organisations, support 25 families, as agro-industries scale small 7 and enterprises marketing individually sell Network the of members farmer Most members. From participatory-driven principles to action, the Ecovida Ecovida the action, to principles participatory-driven From scheme, This PGS. of example an provides Brazil in Network solutions. Most PGSs are non-hierarchical, which is achieved achieved is which non-hierarchical, are PGSs Most solutions. among responsibility of distribution even relatively a through PGS. the to belong who producers uarantee Systems offer alternative certification alternative offer Systems uarantee G Participatory Participatory Building grower-consumer alliances for confronting the coffee crisis

Roberta Jaffe, Devon Sampson and Annie Shattuck farmers’ co-operative nets a profit of approximately three dollars per pound of roasted coffee. In Santa Cruz, a small staff of students In 2001, world coffee prices tumbled to all-time lows, devastating and recent graduates takes care of the importation logistics (orders, coffee-dependent farm families and their communities, in what processing payments, legal paperwork), and acts as intermediary became known as the global “coffee crisis.” Out of necessity, between consumers and the coffee farmers by translating language many farm families left their communities to find wage labour, and cultural assumptions. CAN also assists by registering each while others cut down their coffee plants and shade trees in favour order with the Food and Drug Administration to meet the U.S. of cattle pastures. The integrity of coffee producing communities government’s requirement for importing food products. Funds in Mexico and Central America was strained by emigration, based on orders received are wired every month to the co- biodiversity was threatened by deforestation, and denuded and operative’s bank account. CAN refers to this as the “value-added” trampled hillsides started to wash away in the tropical rains. model, because selling a product directly to consumers, rather than a raw material, allows the community to keep the value of roasting, That same year, a group of researchers formed a network based packaging and retailing their coffee in their community. on long-term relationships with various Latin American farming communities, all of which were suffering the effects of the crash In Nicaragua and El Salvador, the need for a more direct market in coffee prices. They formed the Community Agroecology is similarly urgent, but the mail system is not reliable enough to Network (CAN), a U.S.-based non-profit organisation, to replicate the value-added model. Instead, coffee is exported green support each other as researchers, to share knowledge and (unroasted) in a bulk container shipment along with coffee from a information with the farming communities, and to promote local U.S. based importer. In this “profit sharing” model, green coffee empowerment and biodiversity conservation. is purchased at the Fairtrade certified minimum price or above, and roasted and packaged in the Santa Cruz area. After sale to Four of the communities associated with CAN grow and export consumers, half the profits are wired to the co-operatives, along coffee as their main livelihood strategy. In conversation with with a detailed report of sales and the costs of importing, roasting, researchers, communities in Costa Rica, Nicaragua, El Salvador and packaging. Over the past three years, CAN has been able to and Mexico asserted that finding stable alternative markets return US$ 2 per pound of green coffee (rather than the Fairtrade was their priority. It soon became a mission of CAN to build certified minimum price of US$ 1.51 for organic coffee) to partner alternative markets that connect coffee producers with coffee co-operatives in Nicaragua and El Salvador. The commitment to consumers as directly as possible, so that they could sell a portion transparency, personal relationships, and returning a larger slice of of their harvest outside the fluctuating and unpredictable global the retail dollar to the farmer co-operatives is key in both models. coffee market, receive a greater economic return, and more actively market their coffee. CAN is now a vibrant network of Action Education farmers, researchers, students and consumers, with links between Fairtrade-Direct also includes an “action education” component, the University of California at Santa Cruz (UCSC), the University in which student interns help sustain and improve the trade of Vermont, five communities in Mexico and Central America, model. University undergraduates, interning at CAN’s offices three coffee co-operatives, and several farmers’ organisations. at the University of California Santa Cruz or with partner organisations in farming communities, engage in “action Several of the coffee co-operatives associated with CAN education”, defined both as education with a purpose and are already Fairtrade certified by the Fairtrade Labelling learning by doing. Students learn by working on the direct Organizations (FLO). The amount of Fairtrade coffee being market, and the direct market grows on their creativity. A sold in the world is skyrocketing, but the certification scheme student’s experience often begins in Santa Cruz, where he or has come under sharp criticism recently for failing to keep she does much of the day-to-day workings of the organisation, up with inflation and the rising cost of producing coffee, and and continues as a field study internship in Mexico or Central for failing to live up to its claim that it enables farmers to pull America. In Santa Cruz, an intern might develop marketing themselves out of poverty. CAN is trying to take “fairness” plans, write promotional material, staff a booth at the local further by creating a way of trading coffee that resembles a farmers’ market, write grants, and even navigate government local farmers’ market as an alternative to the global system importing bureaucracy. All this practical education is an controlled by transnational corporations. At a farmers’ market, invaluable addition to the often passive teaching of lecture halls. sales are direct and prices tend to be better for the consumer and the grower, and there are plenty of opportunities for person-to- CAN’s international field study programme grounds students person interactions. As most coffee drinkers live far from coffee in the reality of rural Latin America. Students live and work farms, and direct, face-to-face sales are all but impossible, CAN with farmers and their organisations. They share life’s everyday 2008 march has developed an alternative coffee business model known as rituals, work on projects requested by the community, tie into “Fairtrade-Direct”. existing research programmes or senior thesis research, or gain practical experience in rural development with a farmers’ Two models of Fairtrade-Direct organisation. Students spend time doing farm chores alongside Taking advantage of Costa Rica’s dependable mail system and farm families. Farmers teach and mentor interns in the practice the capacity to roast coffee locally, CAN helped the Agua Buena and application of sustainable farming and community co-operative set up a system to send roasted and packaged coffee development. The intern fee provides a much-needed directly to consumers in the United States. For US$ 11 (including contribution to farmers’ livelihoods, and justly compensates shipping) consumers receive a pound (approx. 450 grammes) of them as educators, while the cost to students is usually well 24.1 24.1 M agazine LEISA fresh coffee delivered to their mailbox. After paying all costs, the under tuition and living expenses at a public university. Just 28 LEISA Magazine 24.1 march 2008 29 n . , CoopePueblos . The Community The . Fair to the last drop: Corporate drop: last the to Fair . Center Research Brief #6. Center #6. Brief Research Center . Confronting the coffee crisis: coffee the Confronting Participatory action research and research action Participatory . In: Bacon, C.M., V.E. Méndez, V.E. C.M., Bacon, In: . Annie Shattuck Annie From differentiated coffee markets towards markets coffee differentiated From farmer, “I want to sell my coffee to to coffee my sell to want “I farmer, and . Development Report #17. Food First/ Institute for Institute First/ Food #17. Report Development . Devon Sampson Devon , CoopePueblos

support for community development and conservation: examples from shade from examples conservation: and development community for support Salvador El and Nicaragua in landscapes coffee Cruz, Santa California of University Systems, Food Sustainable and Agroecology for U.S.A. California, Cruz, Santa 2007. Sampson, D. and Bailey I. E., -Holt-Giménez, coffee trade fair to challenges U.S.A. California, Oakland, Policy. Development and Food 2008. Bacon, C. and R.M. -Jaffe, networks knowledge and trade alternative (eds.), Fox J.A. and Goodman D. Gliessman, S.R. America Central and Mexico in ecosystems and livelihoods sustainable trade, Fair For consumers, this model allows coffee drinkers to engage in in engage to drinkers coffee allows model this consumers, For where know network the in Consumers networks. trade alternative more become to opportunity the have and from comes coffee their farmer a coffee, their harvesting When farmers. with engaged the In quality. its of aware is who someone to going is it knows a of words sustainably.” produce we that value who clients special model alternative this whether ask to important is it conclusion, In CAN All coffee. co-operatives’ the of more sell to grow can course, of and, volumes, sales their increase to like would partners benefit potentially could that communities other many are there working of potential the year, next the Over network. this from to examined be will companies coffee responsible socially with on research to connected is that brand conservation-based a offer hope we day One livelihoods. improved and biodiversity enhanced groups, other with collaborations into expand model this see to that Products products. other and communities, producing other and cocoa like models, Fairtrade other under sold currently are tropical the in produced products speciality other many and tea, market.” farmers’ “global the into brought be easily could regions, Jaffe Roberta U.S.A. 95061-7653, California Cruz, Santa 7653, Box P.O. Network. Agroecology [email protected] E-mail: References 2005. Brown, M. and Mendez V.E. C., -Bacon, All these activities aim to reconnect the two most important important most two the reconnect to aim activities these All consumers, the and growers the system, food the in players costs shipping Rising exchange. the from benefit both where to efforts to challenge a been have model value-added the in Although producers. and consumers for fair price the keep total the to compared small relatively is sales of volume CAN’s paid was sum considerable a community, each of production the in participate that communities partner three the to 2007 in the established, more become models these As market. direct stronger, get organisations producers’ and grows, market direct scale. larger a to moved be can market alternative of type this the on been has model marketing this of impact greatest to The able are who Rica, Costa Buena, Agua of area the in group a farmers 2004, In U.S. the in consumers to directly coffee their mail co-operative, new a formed families farm 50 of coffee the to due collapsed co-operative regional large their after committed is co-operative new This mismanagement. and price crisis higher a return to able been has and practices sustainable to of because region the in co-operatives other than members its to works co-operative The market. direct the from revenue increased educating and strategies marketing planning in CAN with closely gain farmers partnership, marketing direct the Through consumers. them, meet can they how and demands consumer of knowledge and consumers, and students with relationships long-term deliver to develop capacity their and coffee their of quality the in pride farm take the beyond felt are efforts their of benefits economic The it. origin. of country the in remain costs value-added the of all since irect in the field the in Direct Fairtrade- MIT Press, Cambridge, Massachusetts, U.S.A. Massachusetts, Cambridge, Press, MIT Photo: Annie Shattuck Shattuck Annie Photo: and Maximina Mendoza, all members of the El Sincuyo co-operative. Sincuyo El the of members all Mendoza, Maximina and Arjun Ponambalum, one of the interns working in the coffee coffee the in working interns the of one Ponambalum, Arjun Rosales Alicia Berta Rosales, Clementino with together co-operatives, decisions related to sustainable development. sustainable to related decisions results with all involved parties. In PAR, whether information whether PAR, In parties. involved all with results wealth a or health, soil economics, biodiversity, on collected is community for foundation the form help data topics, other of Researchers approach their work as a cycle, collaboratively cycle, a as work their approach Researchers conducted, is research which on concern of issues identifying involved, community the to back results preliminary reflecting research the sharing and action, concrete for steps creating “participatory action research” (PAR) to generate information generate to (PAR) research” action “participatory development. own its to useful find will community the farmers, and farm organisations. The trust and commitment and trust The organisations. farm and farmers, for opportunity the created years the over developed has that in practices farming sustainable to linked trade alternative use researchers The ecosystems. tropical sensitive highly these Participatory action research action Participatory of out grew programmes education the and marketing the Both researchers, CAN-affiliated between relationships long-term the food provider. The integration of “action education” and the direct direct the and education” “action of integration The provider. food exchange intercultural offers it as important is model marketing participate. who all to marketplace the of understanding and on campus. Because of their commitment to this coffee and other other and coffee this to commitment their of Because campus. on become have services dining UCSC the policies, sourcing local responsible socially and environmentally an of model national a halls and coffee carts directly from CAN’s partner co-operatives co-operatives partner CAN’s from directly carts coffee and halls halls dining The Rica. Costa and Nicaragua Salvador, El in action, of level a to systems food of learning academic the took policies food the and programmes education the both strengthening co-operatives. A major piece of this market expansion occurred occurred expansion market this of piece major A co-operatives. began UCSC students, by campaign concentrated a After 2004. in dining for volume coffee total their of percent 50 purchasing This educational model has produced some concrete successes successes concrete some produced has model educational This develop to helped have Interns existence. short relatively its the in to year per 000 100 US$ over returns it so market direct the as the Fairtrade-Direct programme benefits both consumers consumers both benefits programme Fairtrade-Direct the as mutually a is experience internship field the producers, and students. and farmers between co-operation beneficial Communication technologies support trade in Africa

Andreas Mandler

Trading agricultural commodities on rural markets in Africa is usually a personal affair. Small scale farmers generally know their clients very well, but they produce limited quantities, and have few alternative trading opportunities. In this traditional and static setting it is difficult to generate extra profits or to handle the fluctuation of prices. Smallholder markets in remote rural

areas are neither competitive nor transparent. This generally TradeNet Photo: unfavourable situation is often accompanied by other factors, By registering information, a “tradepoint” helps people without such as limited transport and communication, incomplete internet access get this information easily via mobile phones. education or the lack of capital to invest, so it hardly stimulates agricultural innovation and development. Collecting and providing information The recent and widespread diffusion of mobile phones in Africa TradeNet, operating since 2004, offers online data on about has enormous potential to change this. How the spreading 600 markets in 17 African countries, seeing itself as a platform of mobile telephones will affect African rural areas has for doing business. All information –including offers and been the object of many discussions. The latest Information inquiries– can be passed on by SMS on mobile phones, and Economy Report by the United Nations Conference on Trade is also stored on TradeNet’s website. On request, the website and Development (UNCTAD), for example, sees a positive sends specific information back to the mobile phone – so far free economic impact for all those involved in trade, including of charge. Through the website, it is very easy to identify local remote smallholder farmers. According to the report, the use of market prices and sellers. Local correspondents upload market information and communication technologies (ICTs) contributes information with the intention to attract buyers. TradeNet greatly to economic growth: “ICTs generate numerous additionally placed market representation “trade points”, innovations, thus increasing productivity through the creation making it possible for people without internet to register. In this of new products, services, and processes”. What we are already way, TradeNet collects a wide range of market information, observing is that mobile phones, in combination with other ICT which is then available to everyone online or to registered devices, are in a good position to change trading patterns at local users via SMS. Requesting market information may be a bit agricultural commodity markets. more complicated, as the SMS must be written in a specific way so that the computer system can read it. Of course, the The involvement of the private sector in telecommunications website makes all the information available quite rapidly; and and similar activities in many countries has led to new FM sellers can also be contacted easily through the SMS service. In radio stations, television, print media, internet providers general, TradeNet seems to be more appropriate for wholesalers and telecommunications companies. As the private sector who tend to buy larger amounts. So far, TradeNet reports is interested in investing in new technologies which could approximately 6000 registered business users, all of whom have improve business volume, there are more and more initiatives to pay a fee for every completed business deal. being developed, and a broader spectrum of information and services is now emerging. Some of these initiatives The Kenya Agricultural Commodity Exchange (KACE) collects are especially relevant for the agricultural sector. The most and provides regional market information, but in contrast to interesting case seems to be the internet supported market TradeNet, it focuses explicitly on the pro-poor effects of these information systems, already operating in different regions processes. Back in 1997, KACE started working by setting up a in Africa. Although all of them provide agricultural market Market Information and Linkage System (MILS), which reports information, they are all structured differently. Some of these market prices on a daily basis. At the moment, this system is agricultural market information systems are currently in use formed by 12 different market dependencies, of which four 2008 march in, for example, Benin (through ONASA - the National Food are franchised entities. Depending on the size of the market, Security Support Office) and in Senegal (through the Manobi these dependencies become a Market Resource Centre (MRC), Development Foundation). Other initiatives work across additionally providing a broad range of extra services. Among countries, as is the case of “Trade at Hand”, a project funded these, transport brokerage, warehouse and storage services, by the UN’s International Trade Centre in Geneva, which weighting service, quality control (testing for grain moisture), operates in Burkina Faso, Mali, Mozambique and Senegal. commodity grading, provision of farm inputs (fertilizers, seed), What follows presents some of these structures, showing how of financial services (micro-finance) or of short term trade credit well organised and systematically utilised ICTs can work for (e.g. for hiring transport to markets). Additionally, the MRCs the benefit of farmers, particularly in the process of collecting help in the preparation of documents, and provide mobile phone 24.1 24.1 M agazine LEISA market information and distributing it. and e-mail services to their clients. 30 LEISA Magazine 24.1 march 2008 31 n

Floor, . Plot 22, Plot . nd . 06 B.P. 2544, 2544, B.P. 06 . BROSDI , . Brick Court 2 Court Brick . KACE , (advert) . Amitié II, BP 25026, Dakar Fann, Senegal, Fann, Dakar 25026, BP II, Amitié . [email protected] . Independent consultant working for FAO and GTZ. Florence, GTZ. and FAO for working consultant Independent . http://www.prolinnova.net/circular.php . c/o International Trade Centre (ITC), Palais des Nations, des Palais (ITC), Centre Trade International c/o . PTD/PID CIRCULAR at: at: , http://www.tradenet.biz , Office National d´Appui á la Sécurité Alimentaire Sécurité la á d´Appui National Office innovation development in ecologically-oriented ecologically-oriented in development innovation , farmer/local innovation in participatory technology/ participatory in innovation farmer/local agriculture and natural resource management more more management resource natural and agriculture is a periodic update of resources such as annotated annotated as such resources of update periodic a is The PTD/PID Circular aims to make experiences on on experiences make to aims PTD/PID The Circular and organisations. Back issues of the circular can be be can circular the of issues Back organisations. and For e-mail subscription to the Circular, please contact contact please Circular, the to subscription e-mail For Local INNOVAtion) global partnership programme and and programme partnership global INNOVAtion) Local and socio-organisational spheres. It is compiled by the the by compiled is It spheres. socio-organisational and wide understanding of innovation in both technological technological both in innovation of understanding wide publications, training materials and events that reflect a reflect that events and materials training publications, international support team of PROLINNOVA (Promoting (Promoting PROLINNOVA of team support international widely known to development practitioners. The circular circular The practitioners. development to known widely viewed and downloaded from the PROLINNOVA website website PROLINNOVA the from downloaded and viewed circulated electronically to interested individuals, projects projects individuals, interested to electronically circulated Manobi Development Foundation Development Manobi Hand at Trade Exchange Commodity Agricultural Kenya Initiative Development and Source Open Rural Busoga TradeNet ONASA Cotonou, Benin, http://www.onasa.org Benin, Cotonou, - http://www.manobi.sn - http://www.intracen.org/trade-at-hand Switzerland, – 10 Geneva 1211 - http://www.kacekenya.com Kenya, Nairobi, Westlands, Road, Mpaka - http://www.brosdi.or.ug Uganda, Kampala, Street, Bukoto - of a village representative, who henceforth becomes the becomes henceforth who representative, village a of be to needs person a Such Broker”. Knowledge “Village in living be must knowledge, share to willing and sociable a be preferably should and farmer, a be should area, rural the traders (like dwellers city many course, of are, There woman. For development. rural to bit a quite matter who consumers) or Broker Knowledge Village a such development, future any on banking is BROSDI role. positive very a play ideally can rural into quickly similarly spreading network phone Uganda’s past. recent the in settings urban in did it as future the in areas local and general in communication local stimulate would This opportunities. trade greater gain would markets agricultural a if even that indicate examples these conclusion, In market agricultural useful and infrastructure communication necessary still is mediation some available, are information is, That information. this adapting in people rural support to which through channels appropriate locally using and finding building capacity personal supporting and communicate, to infrastructure, the together: grows everything Ideally, processes. the With people. of capacity the and information available the the start to position good a in are farmers training, some of help own. their on transition market Mandler Andreas [email protected] ; [email protected] E-mail: Italy. 50122 information: Additional - numerous. One of the most important results is the identification identification the is results important most the of One numerous. is is Soko Hekawi Soko (referred to as the “supermarket on the air”), air”), the on “supermarket the as to (referred Soko Hekawi Soko of these workshops, or “knowledge sharing forums”, are forums”, sharing “knowledge or workshops, these of BROSDI’s agricultural extension branch, CELAC, undertakes CELAC, branch, extension agricultural BROSDI’s results The field. the in programme workshop extensive an SMS on mobile phones. But more traditional communication traditional more But phones. mobile on SMS radio, as such information, disseminate to used also are means in stake important An drama. and dance music, publications, clients. rural with interaction personal the remains work their (as part of what is now know as Web 2.0 appliances) to spread to appliances) 2.0 Web as know now is what of part (as education. and health agriculture, as such topics on information through clientele rural its of share large a reaches BROSDI events and producing radio programmes, it is providing an providing is it programmes, radio producing and events information same the disseminating service, online extensive internet- different many uses BROSDI channels. several via feeds RSS and podcasts wikis, blogs, as such formats based manner through information and knowledge exchange. It is It exchange. knowledge and information through manner to addition In roots. regional with initiative not-for-profit a public organising assignments, on consultants out sending The Busoga Rural Open Source and Development Initiative, Development and Source Open Rural Busoga The rural of dimensions social the underpins BROSDI, or raise to helping is organisation Ugandan This productivity. sustainable a in living of standards communities’ rural outreach to rural people takes place on different communication communication different on place takes people rural to outreach channels. farmers in the form of local market information, the whole system system whole the information, market local of form the in farmers very the from and, this anticipated perhaps KACE work. not would marketplaces. the at representatives local established beginning, Its online. being necessarily without functions key out carry They As the case of agricultural market information systems in different different in systems information market agricultural of case the As contribute farmers that importance crucial of is it show, countries from input the Without knowledge. their with project a such to persons, leads to positive results. But at the same time it has has it time same the at But results. positive to leads persons, infrastructure on build to only not has task a such that clear become ICTs handle to needed is Capacity capacities. but techniques, and instruments. top-down as just not and devices, communication as development of infrastructure. of development of group large a to manner targeted a in information Providing not enough local entrepreneurs with the knowledge and capacity capacity and knowledge the with entrepreneurs local enough not where areas remote the in services the deliver and develop to even process, slow a is up scaling result, a As live. farmers most the than attention more far receives building capacity though information systems. The main problem, however, seems not seems however, problem, main The systems. information Adrian to According technologies. of development the in lie to are there that is difficulty main its chairman, KACE’s Mukhebi, Private activities seem to be the right way to foster regional foster to way right the be to seem activities Private most will interest the As business. agricultural scale small areas, rural into spread further will ICTs high, remain likely market agricultural new of development the facilitating attracts advertisements from other enterprises. other from advertisements attracts building Capacity million listeners. During the show, approved offers by the MRCs MRCs the by offers approved show, the During listeners. million By bid. to in phone can traders interested and promoted, are helping available, publicly are prices market transparent so, doing show the time, same the At calculations. business their in farmers broadcast to listeners in western Kenya. Although Although Kenya. western in listeners to broadcast genuine a provides it hour, one for week a once only transmitted 5 of total estimated an reaching population, rural the to service A second option is through its SMS service, which sends specific specific sends which service, SMS its through is option second A information exchange to is form Another request. on information show radio FM an through linkages business establish and called While KACE is collecting this information, interested parties are are parties interested information, this collecting is KACE While being by all, of First channels. various through it obtain to able website. its on it find to possible is it member, KACE active an Photo: Henk Kloen Henk Photo: The June 2007 “strawberry celebration”, encouraging children to get closer to nature. Community Supported Agriculture: An alternative local food system

Petra van de Kop, Klaas Nijhof, Henk Kloen and Arnoud Braun and the farmer receives a guaranteed yearly income. One of the key differences between CSA and the industrial food system is In a situation of growing globalisation of food systems, that the risks of production are shared equally between the people questions are increasingly being raised about the integrity of our who benefit. A growing number of CSAs have developed in food supply, the impact of its production on the environment Europe and North America, particularly since the early 1990s. and animal welfare, and the fairness of trade between consumers and workers along the food chain. These consumer concerns The experience of De Nieuwe Ronde have led to a growing international market for fairly traded and In the Netherlands, there are over 100 CSA initiatives, about 80 organic products, and also to local initiatives where consumers percent of which are organic farms. De Nieuwe Ronde (meaning buy directly from producers. Around the world, small-scale “The New Circle”) is a CSA farm located in Wageningen, in the farmers are diversifying their production and income as a centre of the Netherlands. This initiative started in 1998 and has response to the changes in the world’s food systems. Community grown to a farm serving 150 households (approximately 220 Supported Agriculture (CSA) is a marketing approach that adults) on 1.5 hectares of land. The CSA business model consists encourages local, environmentally sustainable food production. of a producer and an association of members (consumers). The basic aim of De Nieuwe Ronde is to use the farmland in a The CSA concept originated in the 1960s in Switzerland and socially, environmentally and economically sustainable manner Japan, where consumers interested in “safe” food joined up with (also known as the “3Ps” – people, planet and profit). farmers who were seeking stable markets for their crops. In Japan, CSA is called teikei which translates as “putting the farmer’s face Social farming 2008 march on food”. CSA is a partnership of mutual commitment between a Members have different motives for joining De Nieuwe Ronde, farm (producer) and a community of supporters (consumers). The ranging from product quality (organic, fresh, good taste), not partnership provides a direct economic and social link between having time or energy to garden themselves, desiring a nice the production and consumption of food. CSA can take many and inspiring environment, wanting a closer link with food forms, but the essence is that CSA members make a commitment production, or simply because they want to support a more to the producer to support the farm throughout the growing sustainable food system. Although the farmland belongs season, by purchasing a share of the season’s harvest – up front. to the producer, the members perceive it as “their land”. The farm provides, to the best of its ability, a supply of seasonal It is a place where members can harvest, meet, relax and fresh produce throughout the growing season. In return, the farm sometimes assist with farming activities. A website and a 24.1 24.1 M agazine LEISA is guaranteed a reliable market for a diverse selection of crops, monthly digital newsletter informs members about social (e.g. 32 harvest celebration, flower arranging or cooking workshops) communication (formal and informal) between the producer and and farming activities, including availability of vegetables to consumers is needed, to develop trust and shared values. Once be harvested. Members can also assist with various jobs on established, the bond proved to be strong enough for sustainable the farm, such as weeding and jam preparation. In general, co-operation between producer and members, but also amongst members appreciate the initiative and about one third is actively the members themselves. Experience shows that, over time, involved in the association (see Box). a clear and shared vision has evolved. As the association has become a network of people with very different assets, their Environmental farming knowledge, thinking power and financial means can be mobilised The farm is organically certified according to the standards of to overcome new challenges. For instance, the association the Dutch certification company, SKAL. Members, however, convinced local authorities to offer additional farmland, and wanted to go beyond the SKAL standards and De Nieuwe members themselves proposed to increase the membership fee to Ronde uses a wider crop rotation to prevent crop diseases. Also, enable the producer to get a reasonable income. certain landscape elements such as hedges and border strips of shrubs have been placed in order to increase its environmental Besides the positive contribution of consumer involvement, value and biodiversity, a system that has also been described a CSA set-up creates new demands on producers. They must in an earlier article in the LEISA Magazine (Vol. 22 No.4, invest much more time into communicating with consumers December 2006). The farmland also offers a place for members’ and must also give up some control and autonomy. They must children to discover and learn about the crops. accept people coming to their farm at various times, and doing things differently from themselves. These issues reflect Economic farming a considerable psychological barrier for many farmers. The Members pay a fixed annual membership fee that covers all farmer is, nevertheless, always free to express some limits, for farming costs as well as the producer’s salary. In return for this instance by closing off part of the farm, or for part of the day, or fee, members can harvest a pre-defined share of vegetables, to restrict the types of jobs undertaken by members. fruit, potatoes and flowers during the growing season. If there is surplus harvest, it is processed by the association and sold to third De Nieuwe Ronde is just one example of a CSA initiative that parties for income generation. The members of the association developed in a particular situation. Community Supported share the risks of crop failure equally: if production of a certain Agriculture exists in many different forms, and variations on crop is lower than expected, each person harvests less. On the this theme are developing around the world. For example, other hand, they also benefit if there is more to harvest when consumers can receive a weekly bag of food products rather production is higher than expected. Every year an annual report than harvesting themselves; farmers can serve one group is prepared that reports about the “3Ps”, and the producer shares of consumers together to offer an even wider range of food his financial report with members at their annual meeting. In products; consumers can pay farm investments in return for this meeting the producer and members also jointly agree on the several years’ harvest; or consumers can “adopt” a fruit tree cropping plan and level of the membership fee for the next year. (getting fruit in return) or a cow (and visit the farm at times).

Main lessons learnt Relevance for small-scale agriculture in middle De Nieuwe Ronde is a successful example of a CSA marketing and low-income countries relationship. One of its important characteristics is that the Locally-based food markets are also developing in middle producer (along with a group of supporters) started the farm and low income countries, in response to changes in society. without any external financial support. They were simply Smallholders, on the one hand, are increasingly confronted motivated people who managed to realise their ambitions with a rapid spread of dynamic modern retailers, wholesalers independently, though the producer took the financial risk for and food processors in their countries. This imposes serious the initial investments. Ideally, this risk should be shared with challenges on them, because they are required to produce the association, but the bond of trust needed time to grow first. consistent, high quality supplies in required volumes, while Values such as integrity, trust, responsibility, collaboration and complying with new safety, environmental and social standards. openness have been crucial to its success. Besides time, intensive On the other hand, many developing countries also have

Division of tasks and responsibilities between producer and association

Producer Association Joint responsibility LEISA M agazine 24.1

• General farm management and cultivation of • Harvesting crops that are indicated • Developing cultivation plan, once the vegetables, fruit, herbs and flowers. as harvestable by the producer, using producer makes a proposal and determines • Striving for a slight overproduction to appropriate harvesting methods the “boundary conditions” compensate for failing harvests and for • Helping with farming activities if necessary • Fixing the level of the membership fee; greater environmental value (e.g. weeding, processing) the board of the association makes a first • Informing association members about • Monitoring farm use when producer is proposal harvestable crops absent • Determining the short term and long term • Providing sufficient labour for management • Activities such as production of newsletter, farm strategy of farmland website management, organisation of social • External communications (field days, march 2008 • Providing and maintaining suitable farm activities, processing of surplus harvest seminars, workshops and publications) equipment • Ensuring that all members of the association • Purchasing sustainable production inputs pay their membership fee • Farm administration 33 emerging middle classes in the bigger cities that have become concerned about the quality of their food. This can offer opportunities for small scale agricultural producers, especially those close to urban centres. In Vietnam for instance, there is a growing group of concerned urban consumers that is willing to pay a higher price for “safe” (pesticide-free) vegetables.

While rural people are more likely to be able to grow a small patch of vegetables for their own consumption, this option is often not available for many urban consumers. CSA has the potential to play a role in spatial planning. It may help to keep green areas close to or even within urban centres, offering a counterweight against expanding cities.

New initiatives have appeared globally in various forms, in which farmers and consumers have jointly developed food systems that are tailored to the local possibilities and needs of both sides. In Mexico, the “Circle of Responsible Production” brings together organic farmers and consumers in Jalisco state. The Circle was formed during the mid-nineties and brings together producers, consumers and promoters that share common goals about

achieving food security, environmental justice and the provision Peijl der van Marianne Photo: of healthy food. In this initiative, promoters organise meetings to Farmer Klaas Nijhof taking care of his crops at De Nieuwe Ronde. bring producers and consumers together to learn more about each others’ experiences and concerns. Environmental educators also support the Circle by organising radio programmes, presentations In conclusion, CSA experiences show how rising concerns and workshops that discuss the negative effects of agro-chemicals of urban consumers can lead to co-operation with farmers, on human health and the environments. In Brazil, at the Serra restoring the balance between rural areas and urban areas, Grande plateau in the state of Ceará, another CSA initiative between global and local food chains, and intensive and small started in 1997. A growing number of organic farmers in the area scale food production. wanted to create market outlets for their produce while there was n an interest by consumers to access organically produced food. Meetings were held to discuss the costs of producing food, and Petra van de Kop (Board Member), Klaas Nijhof (Producer), Arnoud Braun the availability of vegetables throughout the season. As a result, (Member), De Nieuwe Ronde, Wageningen, The Netherlands. consumers pay an agreed monthly membership fee and can either E-mail: [email protected], [email protected], [email protected] access a “free choice” or a weekly box with ten different varieties Henk Kloen, CLM consultancy, Culemborg, The Netherlands. E-mail: [email protected] of organic vegetables. In 2002, the project fed 450 consumers References with produce supplied by four vegetable and fruit smallholders - Simmons, L. and S. Scott, 2007. Health concerns drive safe vegetable production in Vietnam. LEISA Magazine 23-3. and three poultry and milk producers. The initiative has given the - Friends of the Earth, 2002. Towards a Community Supported Agriculture. consumers access to organically produced food at lower prices Friends of the Earth, Brisbane, Australia. than available through conventional retailers, while also enabling - Altieri, M.A., L. Ponti and C.I. Nicholls, 2006. Managing pests through plant diversification. LEISA Magazine 22-4. producers to receive a guaranteed income double that of the - Friends of the Earth, 2002. Cultivating Communities. 14th IFOAM Organic World regional average. Congress.

Call for articles Empowerment and social inclusion a stigmatised cultural group finds its way to a better status September 2008, Vol. 24.3 through agrotourism or marketing of handicrafts or food. In all societies inequalities exist, due to gender, age, religion, cultural or caste affiliation, low education or Social inclusion efforts open previously closed doors. They income, unemployment, diseases, disabilities, migration, come from government, NGOs, businesses or community or geographic location, to name a few. Stigmas and social leaders. For example, in programmes in which orphans, limitations result in social exclusion; that is, marginalisation widows, or ethnic groups increase their skills in agricultural 2008 march and powerlessness within the wider society. This status not activities, thereby improving their livelihoods and status only keeps excluded people poor and powerless, but it also in a community. Or, the government may change rules to affects feelings of self-respect and confidence. provide particular groups of people access to markets, land or education. While some developments in conventional agriculture may exacerbate inequalities, low external input sustainable We are looking for stories that highlight local initiatives as agriculture provides opportunities to lessen these well as externally driven mechanisms. What opportunities are differences. This issue of the LEISA Magazine is seeking there in small-scale agriculture, and how can marginalised examples in which socially excluded people have overcome groups realise them? What difficulties are faced, and what 24.1 24.1 M agazine LEISA such barriers. For example when a marginalised group acts lessons have been drawn from experiences so far? to improve their life; when a group of farmers join hands 34 and gain access to land, water, or a market; or when Deadline for submission of articles is 1 June 2008. Annual fair brings farmers and consumers together

Oluwagbemiga A. Dada period of time between the fairs – it is not a weekly or monthly activity, but only takes place once a year. This is an important Mr. Babafemi is a small scale farmer living in a village close factor to consider, as it does not add continuity to the farmer’s to Ibadan, Nigeria’s largest city. He cultivates cocoa, yam income. The income generated is not sustainable, even though and fruit, and on the rest of his land he raises livestock. He production goes on the whole year round. would like to increase the number of animals he keeps, as he has been unable to meet the local demand, especially during Another important issue is accessibility. The distance they have festivals such as Christmas, Easter and Sallah. Moreover, by to travel poses a challenge to all farmers, as they do not reside in keeping livestock he always has a supply of organic manure. the city. This demands time and resources for transportation of Increasing the number of animals, however, is not easy. As in both their products and themselves. many farming communities, middlemen buy the local goods and transport them to the market to sell at a higher price. As a result, Meeting the market demand is also an issue of great they frequently earn more than the producers. By selling to significance. It is mostly consumers who determine when such a middlemen, Mr. Babafemi was only able to make enough profit fair is organised, and how it should be set up. This has generated to continue, but not to improve or enlarge his farming enterprise. an interesting debate among different farmers’ organisations, in trying to find ways to meet consumer demand in terms of The national government is currently encouraging farmers to quantity. One tactic has been to make a careful survey of needs sell their products themselves. The main objective is for farmers and based on that to estimate the quantity of different products to get a better price, and also to bridge the gap between the demanded by the consumers. They can then decide amongst farmers and consumers. To this end, different methods have themselves the total quantity to be produced and transported been tried to establish direct partnerships between farmers and to the market, considering each farmer’s production capacity. consumers. One of these is through the organic fair that takes After two years, Mr. Babafemi is proud to say that this method place in Ibadan once a year. Many small scale farmers from has had an estimated 80 percent efficiency. the neighbouring villages took part in the latest fair, showing and selling many different organic products. The International Institute of Tropical Agriculture (IITA) also took part in it, displaying many of their research results. A similar fair has been held in Lagos for the last 25 or so years.

Initial hesitance, many benefits Mr. Babafemi and his neighbours had never heard of the fair, nor of the idea or opportunities of fairer trade. They got to know about it through an extension agent who came to their community for a research study. He informed them about the organic fair that was to take place in the nearby city, but found it difficult to convince them to participate. Mr. Babafemi and his neighbours suspected that this was one of the many ways the government tries to control and tax production and trade. At first they did not see that it was a real opportunity for bridging the gap between consumers and producers and that they might benefit. LEISA M agazine 24.1

Nevertheless, Mr. Babafemi was finally convinced and Castro Marcella Photo: did participate in the fair in Ibadan. It turned out to be an All produce is screened before it is sold at the fair. illuminating experience. The benefits were evident: the income from the sales of his produce increased considerably. He was surprised to see that, by selling his organic produce directly to Without any fear of contradiction we can conclude that this the consumers, he made ten times the profit he used to make. He type of direct (and fairer) trade is one avenue for improving the was also surprised at the ease with which all his products were livelihoods of our rural farmers. It exposes them to the benefits sold. He realised that coming into contact with the end-users of and disadvantages of marketing, and helps them become active his products is of great importance, as they tell him what they stakeholders in the agricultural sector. It is expected that the want and how much they want. It was thus possible to estimate government will increase its support, and make it easier for even march 2008 the exact quantity to be supplied at any given time. less privileged farmers to participate. n Challenges There are many challenges for small scale farmers who want Oluwagbemiga A. Dada. Holy Trinity Anglican Church (H.T.A.C.), P.O. Box 54, to participate in fairs like the one in Ibadan. Firstly, the long Oro, Kwara State, Nigeria. E-mail: [email protected] 35 50 reasons to buy fair trade by Miles Litvinoff and for a fair price for his producers. The film highlights the plight of underpaid John Madeley, 2007. ISBN 978-0-7453-2584-2. Pluto coffee growers in Ethiopia and the effect this has in their communities. Press, 345 Archway Road, London N6 5AA, U.K., and 839 It provides stark contrasts between the origin of coffee and the blissfully Greene Street, Ann Arbor, Michigan 48106, U.S.A. E-mail: ignorant consumers in the developed world. The film also enters into the [email protected] ; http://www.plutobooks.com mechanics of the global market as a whole and its unfair governance, and This book invites consumers to make simple includes footage from a World Trade Organisation meeting in which leaders choices in the way they shop, opt for fair trade of developing countries try to get behind closed doors to have their say in products, and thus help disadvantaged farmers setting trade rules. and workers get a better deal from trade, help end exploitative child Business unusual: Successes and challenges of fair trade labour, and persuade companies by Anja Osterhaus (ed.), 2006. ISBN 978-90-902092-6-3. Fair Trade Advocacy Office, and governments change the way Rue du Commerce 124, B-1000 Bruxelles, Belgium. E-mail: [email protected] ; they do business. It presents fair http://www.fairtrade-advocacy.org trade as the “success story of our Fair Trade is presented as a successful global movement, involving more time”, with an increasing number and more farmers and producers, and with sales growing spectacularly all of fairly traded products available over the world. This book explores the reasons behind success, and also the in an increasing number of places, challenges emerging nowadays. The first chapters of the book cover the in a way that “everybody can be general issues regarding fair trade, looking at producers, consumers and part of the fair trade revolution”. private companies. The second part focuses on specific products, serving as Consumers can make a difference examples: handicrafts, coffee, rice, and cotton and textiles. By showing that by backing a system that benefits the poor, paying fair trading is possible, the authors want to encourage all business actors a fairer price, helping rebuild lives and livelihoods, to apply similar principles, while simultaneously aiming at changes in the or by 47 other reasons. policies regulating world trade.

Slow trade - sound farming: A multilateral Local marketing of organic products in framework for sustainable markets in developing countries: Guidelines for agriculture by Wolfgang Sachs and Tilman Santarius, practitioners by Felicitas Flörchinger, Annette Bern, Thomas 2007. ISBN 978-3-88916-271-7 MISEREOR and Becker, Berthold Schrimpf and Johannes Kotschi (eds), 2007. Heinrich Böll Foundation, Mozartstr. 9, D-52064 Aachen, AGRECOL, Rohnsweg 56, 37085 Göttingen, Germany. Germany. Downloadable as a PDF file from E-mail: [email protected] ; http://www.agrecol.de http://www.ecofair-trade.org This manual looks at the most important issues to be This report is one of the results of the EcoFair Trade considered when trying to develop or improve the Dialogue, a project carried out with the objective of marketing of organic agricultural products. Written for enriching and influencing the debate on the reform farmer groups, NGOs involved in the promotion of local of the current multilateral regime of international marketing, governmental organisations or processors agricultural trade. It is presented as the project’s and traders, it provides a hands-on guide for helping farm families develop contribution to the global efforts in developing and improve their marketing efforts, with a special focus on organic products new and innovative solutions towards a more (where “organic” does not only refer to certified products, but to all those just and sustainable global society. The dialogue referred to as such by the local group). Its different chapters look at the basics was conducted through regional consultations in of marketing, such as planning, pricing or the promotion of specific products. Africa, Asia, Latin and North America, and Europe. Participants included representatives of farmers’ Developing markets for agrobiodiversity: Securing livelihoods organisations and NGOs, as well as ministries, in dryland areas by Alessandra Giuliani, 2007. ISBN 978-1-84407-468-6. representatives of many countries’ parliaments, Bioversity International / Earthscan, 8-12 Camden High Street, London NW1 0JH, U.K. the scientific community and international E-mail: [email protected] ; http://www.earthscan.co.uk organisations. The project is to continue organising This book presents the results of a pilot study conducted in dryland conferences and seminars to make the reform agrobiodiversity environments in Syria, carried out with the objective of proposals widely known. contributing to a better understanding of livelihood options and use of underutilised plant species. Looking at how communities are developing Black gold: Wake up and smell the coffee markets for local products derived from these species, this study showed (DVD, 88 min.) by Nick Francis and Marc Francis, 2006. the potential of biodiversity to make a significant contribution to livelihood Speak-it Films / Fulcrum Productions. security. The cases selected (figs, jujube, laurel, capers and others) E-mail: [email protected] ; confirmed the importance of strengthening the marketing options in order to http://www.blackgoldmovie.com support the strategies of rural households and conserve the species in situ. This award-winning documentary gives a 2008 march compelling look at the multi-billion dollar coffee Breaking into mainstream food markets in the U.K.: Accessing first industry. Black Gold follows Tadesse Meskela, world food markets, information for third world entrepreneurs leader from Ethiopia’s Oromia Coffee Farmers’ (CD-ROM), 2003. Tropical Wholefoods, Fullwell Mill Ltd., Unit 5d, Southwick Industrial Co-operative Union, as he Estate, North Hylton Rd., Sunderland SR5 3TX, U.K. E-mail: [email protected] ; visits producers, auctions, http://www.tropicalwholefoods.com trade fairs and western Based on real-life experiences, this CD-ROM looks at all the key aspects supermarkets, following related to food marketing in the United Kingdom, aiming to assist those the coffee cherry from working in the food sector in the developing world look in a more analytical the tree to the cup, while way at the steps required for accessing mainstream markets. It presents the 24.1 24.1 M agazine LEISA tirelessly campaigning relevant legislation, looks at the process of setting up a business on the basis 36 of practical experiences, and does a market analysis for many products. clear from the cases presented at the Frontis Although it is specifically about developing products for U.K. mainstream Workshop on Agro-Food Chains and Networks markets, the lessons are just as applicable to businesses developing products for Development, held in Wageningen, the for smaller, regional or local markets in the developing world. Netherlands, in September 2004. Together with an analytical framework for analysis, the Producer organisations and market chains: proceedings of this workshop present these cases, Facilitating trajectories of change in developing as examples from different parts of the world. countries by Giel Ton, Jos Bijman and Joost Oorthuizen (eds.), The development and integration of agro-food 2007. ISBN 978-90-8686-048-7. Wageningen Academic chains is shown in examples from Peru (banana), Publishers, P.O. Box 220, 6700 AE Wageningen, the Netherlands. Nigeria (cassava) and other countries. Business E-mail: [email protected] ; cases are also included, such as those built around http://www.wageningenacademic.com fresh fruits and vegetables in Thailand or around The different chapters which make up this book show medicinal plants in India. The last three chapters how local, regional and international market chains are look at the main lessons and challenges needed to developing rapidly around the world. As the demands be tackled. on producers increase, small scale farmers run the risk of being marginalised. Considering that strong producer Producer organisations: A guide to organisations can play an important role in the economic development developing collective rural enterprises of rural areas, this book presents various approaches to support them. by Chris Penrose-Buckley, 2007. The book’s second section looks at the development of value chains with ISBN 978-085598-575-2. Oxfam Skills and Practice producer organisations, with “fair trade” as a specific form of value chain. Series, Oxfam GB. Oxfam House, John Smith Drive, The third section looks at the institutional environment, as one which may Cowley, Oxford, OX4 2JY, U.K. facilitate or make producer organisations work more efficiently. E-mail: [email protected] ; http://www.oxfam.org.uk Organic cotton: An opportunity for trade by Peter Ton, 2007. ITC Technical Small scale producers Paper No. MDS-07.121.E, International Trade Center UNCTAD / WTO, ITC, Geneva, have to compete with Switzerland. E-mail: [email protected] ; will soon be downloadable from the ITC website, large commercial http://www.intracen.org producers, while state This document analyses the global market for organic cotton fibre, textiles support services have and clothing. It gives a definition of organic and fair trade cotton; provides been cut back, markets detailed figures for organic cotton production, trade and consumption, and are volatile, and buyers presents the geographic markets for organic cotton fibre and textiles. It also demand high quality and describes the involvement of many large brands and retailers, reviewing safety standards. This organic cotton markets in the United States, Switzerland, Germany, book looks at the most United Kingdom, and France. It furthermore provides a SWOT (strengths, important strategy that these producers can weaknesses, opportunities and threats) analysis of the organic cotton market adopt in order to access, compete, and influence worldwide, and includes recommendations and a bibliography. markets: collective action in the form of producer organisations (POs). These are farmer co- Exploring fair trade timber: A review of issues in current practice, operatives, associations or informal groups; all of institutional structures and ways forward by Duncan Macqueen, Annie Dufey them having the possibility of influencing policy and Bindi Patel, 2007. ISBN 978-1-84369-630-8. IIED Small and Medium Forestry decisions, competing in the market, and providing Enterprise Series No. 19. Natural Resource Group, International Institute for Environment the services their members require. The purpose and Development (IIED), 4 Hanover Street, Edinburgh EH2 2EN, U.K. Downloadable as a of this book is to provide practical guidance PDF file from http://www.iied.org for the staff of development NGOs involved This paper explores the options for making progress towards fair trade timber. in supporting POs, using ten case studies from Both fair trade and forest certification are undergoing rapid market expansion around the world. It avoids unnecessary jargon; – but this does not include community timber production. This paper gives technical terms are explained in the text or in the a background to fair trade in agriculture and examines the implications of glossary. this for timber. Included are some examples of organised community timber producers who are taking advantage of their community status to secure Forthcoming better deals for their products. There is a pressing need to pilot and scale up Creating food futures: Trade, ethics and the LEISA M agazine 24.1 mechanisms that deliver greater benefits to communities. To this end, an environment by Cathy R. Farnworth, Janice Jiggins and alliance of institutions interested in promoting fair trade timber is beginning Emyr Thomas, 2008. ISBN 978-0-7546-4907-6. to form. This report outlines some of the options available for building on Gower Publishing, Gower House, Croft Road Aldershot, current efforts and ensuring that the producer communities benefit. GU11 3HR Hampshire, U.K. E-mail: [email protected] The agro-food chains and networks for This book considers how people trade, process development by Ruerd Ruben, Maja Slingerland and and purchase the food they eat. It draws on Hans Nijhoff, 2006. ISBN 978-1-4020-4600-1. Wageningen examples and evidence throughout the world UR Frontis Series, Volume 14. Springer, P.O. Box 17, that indicate that a global transformation in food march 2008 3300 AA Dordrecht, the Netherlands. Downloadable as a PDF supply and consumption is taking place which is file from http://library.wur.nl/frontis putting our food security at risk. The authors ask Agro-food chains and networks play an increasingly whether there is scope for creating food futures important role in providing access to markets for that explicitly favour considerations beyond those producers from developing countries. This was of commerce and consumption. 37 Fair Trade Advocacy Office The International Social and Environmental Accreditation http://www.fairtrade-advocacy.org and Labelling (ISEAL) Alliance Rue du Commerce, 124, B-1000 Bruxelles, Belgium http://www.isealalliance.org E-mail: [email protected] Unit 1 Huguenot Place, 17a Heneage St, London E1 5LJ, U.K. The Fair Trade Advocacy Office speaks out for The growing number of voluntary standards and labels makes it difficult fair trade and trade justice with the aim to improve to differentiate credible standards from other claims. The ISEAL trading conditions for the benefit of small and Alliance aims to address this by creating the tools necessary to improve marginalised producers and poor workers in how voluntary standards are set and to evaluate the credibility of these developing countries. The office coordinates the initiatives. The ISEAL Alliance is an association of leading voluntary advocacy activities of the four main fair trade international standard-setting and conformity assessment organisations networks: Fairtrade Labelling Organizations that focus on social and environmental issues. ISEAL members represent International (FLO), International Fair Trade standards and conformity assessment systems in sectors ranging from Association (IFAT), Network of European forestry and agriculture to fisheries, manufacturing and textiles. Working Worldshops (NEWS!) and the European Fair together, ISEAL members represent a holistic movement that has the Trade Association (EFTA). The website provides potential to change the way the world does business. links to various publications, and there is a monthly newsletter you can sign up to. International Fair Trade Association, IFAT http://www.ifat.org FLO International Prijssestraat 24, 4101 CR Culemborg, the Netherlands http://www.fairtrade.net IFAT has developed the Fair Trade Organisation (FTO) mark that identifies Bonner Talweg 177, 53129 Bonn, Germany organisations whose core activity is fair trade. IFAT’s mission is to enable E-mail: [email protected] producers to improve their livelihoods and communities through fair trade. Fairtrade Labelling Organizations International It has three main areas of work: market development, fair trade monitoring (FLO) is an umbrella organisation that unites (building trust in fair trade), and advocacy. IFAT is made up of three main 20 labelling initiatives in 21 countries and producer groups: its members (in Africa, Asia, Latin America, Europe, North America networks representing Fairtrade Certified Producer and the Pacific Rim), the Board of Directors, and the IFAT Secretariat. Organisations in Latin America, Africa and Asia. Members in Africa, Asia, Europe and Latin America have also joined together FLO is part of a worldwide network of fair trade in IFAT regional chapters: Cooperation for Fair Trade in Africa (COFTA), organisations actively involved in supporting Asia Fair Trade Forum Inc. (AFTF), IFAT Europe and IFAT-LA in Latin producers, awareness raising and campaigning for America. changes in the rules and practices of conventional international trade. It is the leading standard International Centre for Trade and Sustainable Development, ICTSD setting and certification organisation for labelled http://www.ictsd.org Fair Trade products. Currently, FLO facilitates ICTSD, International Environment House 2, Chemin de Balexert 7, 1219 Châtelaine, the sustainable development and empowerment Geneva, Switzerland of disadvantaged producers and workers in The International Centre for Trade and Sustainable Development (ICTSD) 59 countries, helping them build necessary social was established in Geneva in September 1996 to contribute to a better infrastructure with improved access to low or no- understanding of development and environment concerns in the context of interest loans, technical assistance, communications international trade. As an independent non-profit and non-governmental systems, or through better health care and education organisation, ICTSD engages a broad range of actors in ongoing dialogue, programmes. Their website presents many stories and facilitates the interaction between policy makers and those outside from the field, showing the impact and difference the system to help trade policy become more supportive of sustainable which fair trade has made. It is also possible to development. By helping parties increase capacity and become better subscribe to the FLO Newsletter. informed about each other, ICTSD builds bridges between groups with seemingly unrelated agendas. It seeks to enable these actors to discover Organic Link - International Trade Centre the many places where their interests and priorities coincide. One of http://www.intracen.org/organics ICTSD’s publications, available online, is the Bridges Monthly Review, ITC, Rue de Montbrillant, 54-56, 1202 Geneva, Switzerland which provides information and analysis on the interface between trade and The International Trade Centre (ITC) is the joint sustainable development (in English, Spanish and Portuguese). technical co-operation agency of the United Nations Conference on Trade and Development The BioTrade Initiative (UNCTAD) and the World Trade Organization http://www.biotrade.org (WTO). ITC aims to contribute to the UN’s Trade and Environment Branch, UNCTAD. Palais des Nations, Building E, CH-1211 Geneva, Millennium Development Goals, specifically to Switzerland. E-mail: [email protected] the goals relating to fostering global partnership UNCTAD, the United Nations Conference on Trade and Development, 2008 march for development, reducing poverty, promoting launched the BioTrade Initiative in 1996 during the third Conference of the gender equality and ensuring environmental Parties of the Convention on Biological Diversity (CBD). Its mission is to sustainability. Organic Link is a web portal stimulate trade and investment in biological resources to further sustainable serving the organic business communities. development in line with the three objectives of the CBD: the conservation This website helps exporters and importers of of biological diversity; sustainable use of its components; and fair and organic products to find each other through an equitable sharing of the benefits arising from the utilisation of genetic easy-to-access database of business contacts. resources. Since 2003, the BioTrade Initiative has also hosted the BioTrade It also contains useful information about organic Facilitation Programme (BTFP), which focuses on enhancing sustainable products and markets, with detailed data from bio-resources management, product development, value adding processing 24.1 24.1 M agazine LEISA selected countries. and marketing. 38 N ew books

A history of world agriculture: From the neolithic Assessing and learning for social change: age to the current crisis by Marcel Mazoyer and A discussion paper by Irene Guijt, 2007. Institute of Laurence Roudart, 2006. ISBN 978-184407-399-3. Earthscan, Development Studies (IDS), University of Sussex, 8-12 Camden High Street, London NW1 0JH, U.K. Brighton, BN1 9RE, U.K. Also available as PDF file on E-mail: [email protected] ; http://www.earthscan.co.uk http://www.ids.ac.uk/ids/part/proj/socialchange.html This book considers the different agricultural systems This document builds on the discussions and that form “humanity’s agrarian heritage”, looking at the interactions held between a group of development slash and burn systems in forest environments, the Incas’ professionals, grouped by their common terraced mountain system, or at the hydraulic systems “concern with the chasm between the need for in arid regions such as the Nile valley. Each is analysed reflective social change practice and the existing in detail, leading to a chapter on industrial agriculture understanding and repertoire of approaches”. and the resulting global agricultural crisis. As the authors put it, their aim Discussions were structured around four themes: is to show how the safeguarding and development of the “ill-equipped and understanding social change; the frameworks, relatively unproductive agriculture of the poor”, with their enormous wealth concepts and methods used to ensure critical in knowledge and natural variety, can contribute to solving this crisis. reflection; dealing with different actors in assessment and learning; and the issues of scale Springs of participation: Creating and evolving methods for and interconnectedness. These themes provide participatory development by Karen Brock and Jethro Pettit (eds.), 2007. the structure of this paper, ending with an agenda ISBN 978-853396-47-2. Practical Action Publishing, Schumacher Centre for Technology for action for donors, social change activists, and and Development, Bourton on Dunsmore, Rugby, Warwickshire CV23 9QZ, U.K. facilitators. E-mail: [email protected] ; www.practicalactionpublishing.org A group of practitioners of participatory methodologies, working in different Maize in China: Production parts of the world, came together in June 2005 to discuss and share their systems, constraints, and research experiences in creating and adapting methods as part of their daily work. priorities by Erika C.H. Meng, Ruifa Hu, This book presents their reflections and analyses, put together with the aim Xiaohua Shi and Shihuang Zhang, 2006. of showing how academics and field level practitioners can learn to develop ISBN 970-648-145-1. International Maize and effective and sustainable working methods. The cases presented include, for Wheat Improvement Center (CIMMYT). Apdo. example, the Reflect approach, as one that links literacy to empowerment, Postal 6-641, 06600 Mexico, D.F., Mexico. or the participatory village poverty reduction planning method; all of them http://www.cimmyt.org illustrated by examples of their practical application. In each of them, the Focusing on the maize production authors consider what enables and constrains creativity, adaptation, and environments in China, this report innovation. presents the results of a seven-country, three-year project, carried out to promote the sustainable Village poultry in Ethiopia: Socio-technical analysis and learning intensification of maize production systems with farmers by Aklilu Hailemichael Asgedom, 2007. ISBN 978-90-8504-679-0. in upland environments in Asia. Among its Wageningen University, Technology and Agrarian Development Group. Hollandseweg 1, objectives, this project wanted to collect detailed 6706 KN Wageningen, the Netherlands. E-mail: [email protected] , http://www.tad.wur.nl information on maize production systems by Village poultry contributes significantly to the livelihoods of poor households, agroecological region, identify production providing an accessible source of proteins or serving as a means to recover constraints as well as production and consumption from disasters. Improving poultry systems can bring even greater benefits, but trends, and present recommendations for research to do so it is necessary to consider a large number of local complexities. This and development and policy actions. book, resulting from the author’s Ph.D. research, shows that a combination of approaches and methods can help in getting a better understanding of the African agriculture and the World Bank: constraints affecting farmers’ realities, leading to a more effective technology Development or impoverishment? development process. The study confirms the fact that poultry research and by Kjell Havnevik, Deborah Bryceson, Lars-Erik Birgegard, development need to go beyond just finding technical solutions. Prosper Matondi and Atakilte Beyene (eds.), 2007. NAI Policy Dialogue series. The Nordic Africa Institute, Endogenous development and bio-cultural diversity: The interplay P.O. Box 1703, SE-751 Uppsala, Sweden. of worldviews, globalization and locality by Bertus Haverkort and Stephan E-mail: [email protected] ; http://www.nai.uu.se Rist (eds.), 2007. ISBN 978-90-77347-14-0. Compas series on worldviews and sciences, Starting with an overview of African development ETC/Compas, P.O. Box 64, 3830 AB Leusden, the Netherlands. E-mail: [email protected] ; policies over the last 25 years and considering LEISA M agazine 24.1 http://www.compasnet.org the special role which the World Bank has had Endogenous development is defined as “the sum of views, values and practices in shaping them since the oil crises of the 1970s, which marginalized social actors create from within”. This book contains the this paper presents a critical reflection of the papers that were presented at the International Conference on Endogenous World Development Report’s portrayal of world Development and Bio-Cultural Diversity, held in Geneva, Switzerland, in agriculture with respect to Africa. The authors October 2006, summarising the debates and discussions held. The book groups focus on the recommendations of the World all papers in three sections: the first one focuses on the Development Report 2008 and on the implications conceptual foundations of endogenous development these would have for the survival of small scale and bio-cultural diversity. The second section shows farmers in this continent. On the basis of the march 2008 concrete experiences of endogenous development authors’ detailed analysis, the concluding section in the contexts of Africa, the Americas, Asia and of this document presents measures to raise Europe, while the third section draws attention to agricultural productivity and reduce rural poverty, the importance of a policy context, as one that either invigorating, instead of marginalising, African enables or hinders endogenous development. family farming. 39 Readers’ Survey 2007 Thank you for your time!

Who are you, why do you read the LEISA Magazine and to what extent do you like it? To be able to answer these questions, we sent you a questionnaire last March. Some 1100 readers from over sixty countries took the time to fill it out. We much appreciate the effort. Here is what you had to say.

The people who responded correspond very well to the LEISA Magazine’s general readership. More than a third of you are field workers, working directly with farmers, extending information and practical advice. The other readers are researchers (15 percent), administrators or decision makers (14 percent), teachers and lecturers (13 percent), and, not surprisingly, farmers (10 percent).

World-wide readership Do you read every issue of the magazine, we asked? More than 70 percent of you say you do. For a quarter of you it depends on what the theme is. Almost all of you share the magazine with other readers, some with up to ten other people. On average every issue of the LEISA Magazine is read by five people. When we multiply the amount of subscribers to the LEISA Magazine by this number, the total readership comes to approximately 80 000 people, world-wide! The most popular part of the magazine is the Field Notes section, which relates a personal experience from the field. It is followed closely by the editorial, which many of you say you appreciate. Photo: Anita Ingevall Anita Photo: Use A reader from Guatemala discussing the Spanish edition of the LEISA Why read the LEISA Magazine at all? Because it has provided magazine, LEISA Revista de agroecología, with one of the editors. you with a better understanding of agriculture based on LEISA principles, 83 percent of you said. And because it keeps you up- to-date, and you enjoy reading about other peoples’ experiences. Such a list of events would have to cover all the regions where You also use it for training purposes, and no less than one in the LEISA Magazine is read, and would take up more space than every five of you actually take the time and effort to translate we have. That is why we put this information on the website – articles into your local language. Apparently it is not easy to where you can, by the way, add your own events or those that find information about positive developments in small scale you would like to share. agriculture. The farmers among you say you find it encouraging to read about how people in other parts of the world face issues One request we will definitely look into, is a better explanation of and find solutions. Almost half of you have tried out a new idea the terms and concepts used in the magazine. Just over half of you from the magazine. Many other reasons were given as to why you say you would like some extra background information. Some read the LEISA Magazine, such as that it stimulates discussion. readers suggested a glossary of terms per issue, a suggestion One of the more remarkable ones was that 46 percent of you that we think is highly usable. Several of you commented on the say it has made you more aware of gender issues. All together, appearance of the magazine. As you can see in this issue, we are 94 percent of you find the magazine relevant, of which 60 percent already taking up one of your suggestions, by publishing in full said it is “very relevant”. colour for the first time.

Suggestions Did you not receive the survey and would still like to share your Several of you expressed a desire for more opportunities to meet thoughts on the magazine? Don’t wait until the next survey, but each other, in order to exchange information. Can the LEISA write us a note or send an e-mail ([email protected]). We are always Magazine not include a section that lists upcoming events, you happy to hear what you think. asked? Unfortunately, that is a request that cannot easily be met. n