Licentiehoudersvergadering%2031march2011%20presentatie

31-03-2011

Licentiehoudersvergadering

Réunion des détenteurs de licence

Welkom - Bienvenue

Agenda 14.00 Voorwoord – Préface

14.10 Highlights 2010

14.25 2010 in cijfers – en chiffres

14.40 GFK panel

15.00 Synovate Qualitative research

15.20 COFFEE BREAK

16.00 Foodstep

16.20 Highlights 2011

16.50 Slotwoord – Epilogue

17.10 Network drink

VOORWOORD

PREFACE

Frans De Bie, president of the board of Max Havelaar

MAX HAVELAAR BELGIUM

HIGHLIGHTS 2010

Sandra Galbusera, Communication manager

MONS, première ville wallonne équitable

9de Week van de Fair Trade/

9ième Semaine du Commerce Equitable

Conference = kick off moment

Communication tools 2010:

newspaper press supplement

Communication tools

In cijfers – En chiffres

Christine Englebert, Market manager coffee, sugar & rice – OOH channel

19 Labelling initiatives

60 Producing countries

1.5 Million producers

827 Producer organizations

62 Mio€ Fairtrade premium

Fairtrade

International

189 Licensees active

81 Belgian licensees active

12 New licensees in 2010

1.377 Fairtrade products available on the Belgian market

Fairtrade

Belgium

Fairtrade

Belgium

- Major product categories

Bananas 6.303.560 kg +3%

Cane sugar 2.165.104 kg +24%

Coffee 1.342.629 kg +8%

Composite 5.363.332 € +20%

Cotton 1.128.252 € +13%

- Fairtrade grows +7% in 2010

Total Fairtrade Market value Belgium 2010 : 60,2 mio € *MHB

Retail Fairtrade Market value Belgium 2010 : 32,5 mio €*GFK

Evolution

Fairtrade

Turnover

Belgium

2010 - 2009

- Notoriety of Fairtrade Max Havelaar

- 70% of Belgian consumers know

Fairtrade (9/10 can give a good definition of it)

- 56% know Fairtrade Max Havelaar

(spontaneous) (Oxfam = 70%)

- 78% know Fairtrade Max Havelaar

(aided)

- 60% recognize the label

- 74% of them have ‘trust’ in the

guarantees of the label

Fairtrade

Awareness &

Notoriety in

Belgium

GFK Consumer Panel

Karina De Cock, Retail insight director

Synovate

Qualitative Research

Ellen Ceulemans, Researcher Synovate

The concepts and ideas submitted to you herein are the intellectual property of

Synovate. They are strictly of confidential nature and are submitted to you under the

understanding that they are to be considered by you in the strictest confidence and

that no use shall be made of the said concepts and ideas. Synovate does not, in

providing this report, accept or assume responsibility for any other purpose or to any

other person to whom this report is shown or in to whose hands it may come save

where expressly agreed by our prior consent in writing.

Meaning and perception

of Fairtrade

• Prepared for: Max Havelaar

• Prepared by: Synovate

• Date: 31 maart 2011

Content

• Objectives and method

• Meaning and perception of

Fairtrade

• Perception of Max Havelaar

Objectives and

method

Objectives and method

Consumer’s meaning and perception of Fairtrade?

Qualitative group sessions with heavy/ occasional/

non-users:

3 in Antwerp – 1 in Brussels – 2 in Namur

Men – women

Meaning and

perception of

Fairtrade in general

Meaning and perception of Fairtrade Different meanings of ‘Fair’

Economical

Social

Ecological

Fairtrade

Economical

Social

Ecological

Fairtrade

• Fighting exploitation and

poverty

• A fair price for producers.

• Not only the producer himself,

but the whole community

benefits.

• No child labour, better

circumstances in terms of

work and social life,

investments in education, …

Economical

Social

Ecological

Fairtrade

• Durable use of land and

materials

• Naturalness: no/ less

chemicals during the

production process → healthy

for human and nature

(association with bio)

Economical

Social

Ecological

Fairtrade

• Qualitative products: good

taste, natural/ pure products.

• Do what is promised in the

Fairtrade philosophy: don’t fool

consumers.

Fair towards

producers

Fair towards

consumers

Fairtrade

• Fair price.

• Fair, stable relationship

between producers and

wholesale buyer.

• Qualitative products

• Overall respect for the world

we live in (for humans and

nature → durability)

Meaning and perception of Fairtrade Evolution 2006 → 2011

• Dealing with feelings of guilt

• Solidarity towards the South

Fundamental meaning of Fairtrade

lies in benefit for others (the South).

Fairtrade = from North to South

Fundamental meaning of Fairtrade lies in

benefit for me, (qualitative products +

taking care of the future).

Fairtrade = cooperation between

North and South (from North to South

and from South to North)

Fairtrade

Perception of

brands

• Only limited knowledge about

organisations/ initiatives/ labels

(both for non-users, occasional

users and heavy users)

Fairtrade ‘brands’ In general

• Logo’s are not recognised at all

or are recognised but

consumers do not know what

they stand for.

• No or very limited knowledge

on what which organisation

does exactly.

• Idea that all organisations/

initiatives/ labels work with the

principle of a fair price.

Fairtrade

brands

• Only very limited knowledge on what the

organisation does.

• Consumers think Max Havelaar is a

brand that sells its own products.

• Especially associated with:

• Coffee

• Bananas

• Book of Multatuli

Fairtrade ‘brands’ Max Havelaar

• Widely known by its name.

• Seen as one the first to work on

Fairtrade → great credibility.

HAVELAAR

Thank You For Your Attention.

Our Curiosity Is All Yours.

Xavier Storms

Ellen Ceulemans

Synovate NV

Grote Steenweg 110

2600 Berchem (Antwerpen)

Belgium

Tel +32 (0) 9 216 22 22

Fax +32 (0) 9 216 22 23

E-mail ellen.ceulemans@synovate.com

Coffee break

Highlights

Barbara Goffin, Market manager composite products, cotton

New Brand

Strategy

New International Brand Strategy

- International harmonisation

- Adaptation of design &

communication tools

- Use of label made easier for printing

- New tone of voice, style, messaging,

The certification mark (label)

Changes

Broader use : 2 logo’s

Certification

Mark (label)

Organisation

Mark MHB

Changes

And, … also FLO

Registration

Outlets

- On-line registration tool

- Free POS-material (doorsticker,

posters, …)

HEADLINE

Text text text text text

Product labelling Option 1/2

FLO certification

Food Composite Policy:

ALL THAT CAN BE FAIRTRADE

MUST BE FAIRTRADE

(open recipes)

Licence contract (normal or small

license contract), licence fees

regular reporting

„Company/shop

communication“ Option 3

Use different components (also different

couverture qualities) for home made

confectionary Food Composite not

viable (NOT ALL THAT CAN BE FT IS FT)

Therefore generic communication on use

of FT-products on company/shop level,

without being product-specific

Callebaut communication material

- Decrease in fees for coffee

(harmonisation with Holland)

- Maximum fee for small licensees

- New cocoa minimum price +

premium (January 2011)

- New coffee standards & minimum

price + premium (April 2011)

Licensing

Certification

- Database !

Licensing

Certification • Integral part of licence contract : product list

• But also a communication tool towards

individual and institutional consumers

• If the data is complete the product will

better show on the website

• Public database is the most visited page !

- Database !

Control

Certification • Supply-chain

Relevant for consumers

Relevant for you (advanced warning of certification issues and better evaluation impact South)

• Packshots

- Database !

The choice is yours !

AGENDA

Events &

Campaigns

Laurent Verheylesonne, Market Manager (Fruit, Honey, Wine, Juices, Flowers – Retail)

Your Choice

2nd edition 05/05/2011

Events

Campaigns

12/05/2011

- Focus on ‘breakfast theme’, in

coordination with activities

Fairtrade@school & Int’l Day of Fair

- New ‘3-stars’ reward for structural

Fairtrade consumption @ work

The Havelaar

Inspiration Guide

13/05/2011

A school contest rewarding the

‘funniest’ Fairtrade@school

activity

(in cooperation with Oxfam WW/Mdm)

14/05/2011

• Brussels Fair Tour

• Common website

10th Fair Trade Week

05-15/10/2011

• 6/10/2011 - Max Havelaar Colloquium

• In cooperation with BTC/Oxfam

• Focus on ‘switch’ & ‘deepening’

• Common theme :‘

Fairtrade is more than a

banana/more than coffee’

Fair Trade

Najaarsactie

Action

d’automne

FAIRTRADE IS MORE THAN A BANANA

Fairtrade week is about SENSIBILISATION

MHB ‘autumn action’ is about ACTION

• Stimulating volume of licensees

• Support logo awareness and deeper knowledge on FT

• Maintaining credibility

• FOCUS ON DEEPENING :

Cross-selling => Bring occasional users to different

Licentiehoudersvergadering%2031march2011%20presentatie

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