Fairtrade Africa’s Quarterly Newsletter

‘Will we build a system that works for all, or just a few?’ This pertinent question was posed to the audience by keynote speaker Fikre Markos, Director at Ethiopia’s Ministry of Agriculture. He urged African producers to support south-to-south trade: ‘The need to increase and improve trade amongst African countries is imperative. A greater focus on the growing African consumers should be a vehicle for change. Fairtrade

African farmers currently receive only a small fraction of the ultimate value of their output. How can their position in the value chain be strengthened so they can grow their business, support their family and help uphold food supply? Over 170 producers, NGOs, traders and other stakeholders gathered in Addis Ababa, Ethiopia, for the third edition of the Africa Fairtrade Convention to find answers to these questions.

is part of the solution.’

Over the course of two days, delegates discussed further how to make agricultural value chains deliver more. They agreed that change is needed as more effective and efficient value chains support improved livelihoods and promote economic growth. Aside from south-to-south trade, partnerships and better access to finance were two other pillars identified as major drivers.

Rachel Wandia. ‘Kenyans will soon be made aware that through their everyday shopping they hold the power to create positive change in Africa.’

With two Fairtrade products already on the Kenyan shelves, Dormans coffee and Cadbury’s Dairy Milk, FMOEA is set for further growth in the coming years. Plans to rally influential groups as well as marketing activities and media engagement are underway. An important step was a Fairtrade breakfast organised in October where faith groups were introduced to Fairtrade. Over 40 Muslim, Catholic, Hindu and Protestant

Fairtrade Marketing Organization Eastern Africa (FMOEA) has been officially mandated by Fairtrade International to become a fully-fledged marketing organisation for Fairtrade labeled products in the Eastern Africa region. FMOEA is formed by ten founding members, including Oxfam Kenya, Solidaridad and Shared Interest.

‘We are keen to sign the contract by the end of this year so that FMOEA can commence the task of growing the FAIRTRADE mark in Eastern Africa,’ says Market Development Manager

leaders attended the breakfast and promised to support the growth of Fairtrade in the region.

If you are interested in learning more about selling Fairtrade products in Kenya, please contact Rachel Wandia (r.wandia@fairtradeafrica.net)

Issue 9 - January 2013

170 participants attended the third edition of the AFC

Cont’d on pg 2

Injecting integrity in the value chain

Africa FairtradeConvention Edition

Green light for Fairtrade in Kenya!

Kenyan consumers can now shop sustainably

Inside this issue:

* Read more about AFC

activities – p. 2-3

* Farewell to Michael – p. 3

* Madagascar setting up

a network – p. 5

Discussion during the two-day forum at the Africa Fairtrade Convention led to the identification of three pillars as major drivers for value chain empowerment: partnerships, access to finance and intra-Africa trade. Below is a summary of the outcomes of the debates.

1. THE RIGHT PARTNER Partnerships are at the essence of the Fairtrade movement and the value chain. Producer organisations’ most successful collaborations are the ones where producers are integral part of a trader’s supply chain and personal relationships have been built. Once a trusted relationship has been established, the partnership can deepen further. Communication was identified as a key factor that makes a relationship work. However, producers were challenged by their partners to act in a professional manner. Organisations run in a transparent way by an efficient management team can easier identify the right partners.

2. IMPROVING ACCESS TO FINANCIAL SERVICESDespite the fact that agriculture is the backbone of Africa’s economy, investment has been limited. The nature of the farming business is not appealing to bankers as it is exposed to many external factors. Fairtrade producers need to fully optimise their resources and Fairtrade Premiums should be invested in long-term income- generating projects. Participants agreed that Fairtrade producers are generally in a better position than their fellow farmers who are not certified. The majority of financial service providers are more inclined to work with Fairtrade organisations as the certification guarantees basic professional management, but more financial training is required.

3. THE OPPORTUNITIES OF THE AFRICAN MARKET In the last years, Fairtrade has begun to recognise the potential of African consumers. In order to grow the local market and tap into its potential, producers must first incorporate crucial

marketing strategies into their business plans. Producers need to know their African consumers and what they expect; product quality needs to meet market expectations; and most producer organisations will have to add value to their products before the launch. As some producers have already ventured in this direction, experiences should be shared.

4. THE VOICE OF THE FAIRTRADE WORKER Parallel to the overall theme of ‘Strengthening the position of the producer in the value chain’, worker

sessions took place which specifically addressed the needs of workers in the Fairtrade system. The first key point raised was the need for the workers’ voice – and not a manager – to be heard within the national, regional and global Fairtrade system. The second was a controversial debate around whether or not the current conditions for premium expenditure in the hired labour system should be adjusted to allow greater flexibility of use.

�e full report can be downloaded on the AFC website: www.africafairtradeconvention.net

Speaking as oneProducers, which made up half of the attendants, were given a unique opportunity to raise their voice.

‘Producers have never been as actively involved as now,’ says Dyborn Chibonga, from NASFAM, the largest farmer organisation in Malawi. ‘The depth of the discussions and the level of participation by producers at

the convention made this the best edition so far.’

The Africa Fairtrade Convention took place at the beginning of November. Apart from the two-day forum, delegates also visited Fairtrade organisations during field trips, while producers and partners presented themselves at an exhibition. Before and after the convention well-attended producer trainings and workshops took place.

Africa Fairtrade Convention’s main outcomes

ADDIS ABABA, ETHIOPIA - 2012

North African producers are visiting the Labeling Initiatives’ booth

Africa Fairtrade Convention Edition

Injecting integrity in the value chainCont’d from pg 1

‘It was a brilliant experience

interacting with producers

who share the same

challenges and ideas.’

Nguoye Camara,

Fédération Yakaar Niani

Wulli (Senegal)

Anenlighteningexperience

Swaziland Fruit Canners is Fairtrade certified both as a producer and trader. HR Manager Job Mpele, who also sits on the Board of Fairtrade Africa’s Southern Africa Network, shares his views and what he learned.

The Africa Fairtrade Convention was enlightening in many ways. I now understand better the challenges producers

face, but I also learned about the opportunities that are out there. We would like to encourage our employees, who work in the processing facility, to turn to small-scale farming. We are willing to offer them technical support and to set up a strong management structure to support them. Lack of finances is stopping them from taking the leap. I now realise we are able to help them require financial assistance. Another highlight of the convention was experiencing the pride and enthusiasm most producers feel about their product. If I would make one suggestion it is to invite more traders, buyers and even consumer groups to the next edition.

After seven years of working for Fairtrade, of which the past four years building up Fairtrade Africa, Executive Director Michael Nkonu decided it was time for a new challenge. Fairtrade Africa would like to thank Michael for all his hard work, his energy and his commitment, making a real change for so many producers across Africa. We wish him all the best in his new endeavours.

knowledge on cost projections and risk management. All of these were addressed during the workshop. ‘The workshops were very lively and the producers were asking for more sessions in the future,’ says Marion Ng’anga, Fairtrade Africa’s Regional Coordinator for Eastern Africa. ‘I am also impressed that Vedastus Ngaiza of KCU, who is the sole remaining member of the coffee network committee, was persuading participants to revive the network.’

To be continued.

Over 25 Fairtrade producers representing coffee cooperatives all over Africa arrived early in Ethiopia to follow a two-day training workshop. The workshop was set up in collaboration with Oxfam Wereldwinkels. They were trained on corporate governance during the first day, while financial management was the main focus on day two.

Small-scale producers often lack access to finance as financial institutions see them as a liability. Problems identified by banks include lack of transparency in handling of the accounts and inadequate

ADDIS ABABA, ETHIOPIA - 2012

Africa Fairtrade Convention Edition

Coffee farmers trained infinancial management

Michael’s farewell

Chief Adam, Board Chairman, bidsMichael farewell during the AFC cocktail

Group photo with all the coffee farmers

Notes from the Field

Solar panel used at a Fairtrade farm

Our sugar - a total of 3,000 ton - was sold immediately, raising the interest of other farmers to gain certification. Today we are with 32 cooperatives, producing 17,500 tons of Fairtrade sugar in our last crop year.

How has Fairtrade benefited you?Our growth has been spectacular because we have a market for our product. Moreover, Fairtrade has made cooperatives popular again. Before 2009 farmers did not see the value of producer organisations and many opted to work on an individual base. Thanks to Fairtrade that pattern has reversed. We even celebrated World Fair Trade Day in May 2012 and unveiled a plate honouring the organisations which supported our Fairtrade certification.

What is your biggest challenge currently? Last year we regrouped and set up an umbrella organisation to save resources. However, certification as one group has proven challenging and we did not pass the initial audit. We took appropriate corrective measures and to our surprise we failed again. Currently, the producer organisations are being audited individually. Next year, we contemplate to be re-audited and we hope that we will be given the green light once again!

History: Established in 1914Product: Cane SugarSize: 450 member farmersFairtrade certified since: October 2009Secretary: Chabeelall Dabydoyal

Why did you decide to become Fairtrade certified?In November 2007, Fair Trade Original from the Netherlands & Craft Aid (Mauritius) introduced my producer organisation to the Fairtrade system as they were looking to source Fairtrade sugar in Mauritius, which was not available at the time. The sugar was to be packaged by disabled people at a Craft Aid workshop on the island. Four cooperatives joined us and in October 2009 we were all certified.

Call to action atUN climate changeconference

‘In 2011, after attending COP 17 as part of a Fairtrade delegation, we were all hopeful that climate adaption finance mechanisms such as the Green Climate Fund would provide us with resources to better adapt and mitigate the impacts of climate change. Unfortunately up to now, little of these resources have reached the farmers who need it most.’

Chief Adam Tampuri, cashew farmer and chairman for Fairtrade Africa, attended the United Nations climate change conference COP18 in Doha after the international community failed to keep promises made in Durban last year. Chief Adam spoke in name of all the African producers who are becoming victims of climate change. ‘We asked the UNFCC and the international community to focus on adaptation as much as mitigation. We have experienced enough of the real effects of climate change, and they can no longer be avoided. We also called on businesses to make investments in climate change adaptation at farm level to ensure the sustainability of their supply chains.’

Fairtrade hosted several events during COP18 including a press conference and round table discussions.

For more about COP18 visit www.fairclimatedeal.net

New faces at Fairtrade AfricaThe new manager for monitoring and evaluation (M&E) is Catharine Russell. As M&E manager, Catharine is responsible for the development and implementation of knowledge and learning systems within Fairtrade Africa as well as assessing impact.

The standards position has been taken up by Kafui Djonou. Kafui supports Fairtrade International’s standards unit by developing and revising Fairtrade minimum prices for African producers.

Caitlin Peeling joins Fairtrade Africa as the new Cocoa Manager. She has a long-standing background in Fairtrade cocoa from her work at La Siembra Co-operative, a Fairtrade certified importer and licensee in Canada. Finally, Gonzaga Mungai is the new Network Coordinator for the Fairtrade & Fairmined Gold project. Gonzaga will establish an active network of artisanal small-scale miners in Africa.

MEDINE CAMP DE MASQUE COOPERATIVE CREDIT SOCIETY

Fairtrade Africa recruited new staff in key areas of operations:

AFC facts & figures

Over 20 NGOs attended

the AFC, including

Oxfam, SNV and WWF

Vanilla from Madagascarto taste even sweeter

How do youmeasure Fairtrade’simpact in Africa?

�e art of making tea

Vanilla producers in Madagascar are taking steps to create a Fairtrade network on the island. Farmers from all ten Fairtrade organisations met for the second time to set out a concrete action plan. ‘REFAMADA arose last year when producers gathered to prepare a joint

application for the Technical Assistance Fund or TAF,’ explains Ben Cousin from Fairtrade International. ‘After the first successful collaboration the producers decided to further join forces.’

The action plan which the producers drafted is based on three pillars: capacity building, child labour awareness and marketing. In conjunction with the meeting, Fairtrade organised a training to help the producers promote

their business. ‘We explained the importance of marketing and how they can collaborate with their exporters. All producers left the training feeling more confident and with new ideas on how they can tell their organisation’s story.’

Fairtrade is adding flavor to the lives of vanilla producers in Madagascar!

Home to tea for almost 5,000 years, China is the cradle of the brew. Fairtrade farmer Barend Solomo was submerged in the Chinese tea culture during a two-month course at a famous tea college in Zhangzhou. The Tea Master training was sponsored by the Chinese Ministry of Commerce.

Barend is a producer at Wupperthal Original Rooibos Cooperative. His adventure started after South Africa’s Ministry of Agriculture approached Fairtrade Africa to nominate a farmer to attend the college in October and November.

‘It was hard work but I have learned a lot. I am a descendant of the indigenous Khoisan, one of the first tribes to start using rooibos as a herbal infusion. I gathered ideas on how we can promote our own tea culture and how this will improve the lives of families in our community.’

The curriculum covered a variety of subjects including tea food safety and hygiene, brewing tea skills, storage of tea food, and tourism. Barend also took part in the site visits and planted tea trees. ‘If given a platform, I will promote the health benefits of tea and explain to farmers how they can add value to their tea business.’

But what was his biggest culture shock during his stay? ‘They don’t know the bible or what a church is!’

Does Fairtrade make a real impact on the lives of farmers and workers in Africa? It seems a straightforward question but the answer is not that simple. What are the criteria for monitoring producers’ progress, the premium benefits, or how Fairtrade has changed the management of producer organisations? And how do you measure producer empowerment?

As monitoring and evaluation are becoming increasingly important in the development sector, Fairtrade Africa set up three workshops in Uganda, Cote d’Ivoire and Ethiopia to hear from producers themselves about Fairtrade’s impact on their lives and businesses. The participants also discussed what data they already collect.

‘Producer organisations are gathering information as a result of Fairtrade certification but most do not have the capacity to collect data on the wider impact around empowerment and livelihoods,’ says Catharine Russell from Fairtrade Africa. ‘Through the workshops the participants identified several challenges that hinder data collection which we can now start addressing.’

Barend (first row, third from the right)with his fellow students

A proud Fairtrade certified farmer

Vanilla farmer in Madagascar

‘The AFC promotes the integration

of agricultural value chains,

creating sustainable development

through innovation and long term

partnerships.’

Daniel Ndegwa,

ResponsAbility

The Best Practices Platform displays case studies on adult education projects that have been set up to assist illiterate workers. What do the producers learn and what are the main challenges these projects face?

Next challenge:The next session will address the use of pesticides. Have you changed the way you use pesticides? Did you set up training?

Please contact us if you have a story to share.

Contact Veronique at v.verlinden@fairtradeafrica.net or +254 (0) 20 272 1 930.

Over 100,000 Fairtrade supporters celebrated ‘Fairtrade chocolate day’ in Germany!

Headquarters:Fairtrade AfricaFifth Avenue Office Suites, 5th Ngong AvenueP.O. Box 3308 – 00200, Nairobi, Kenya

Tel: +254 20 272 1 930Website:www.fairtradeafrica.netSubscribe to our e-newsletter via our website

Any comments or questions can be sent to Veronique Verlinden: v.verlinden@fairtradeafrica.net

Find out how Fairtradefarms are tackling highilliterate rates amongstits workforce

Spotlight on a CampaignCASE STUDIES:

Cracking some hard nuts in Burkina Faso

Unlocking the power of many

Cashew nut quality testing

Fairtrade's new strategic framework has received the stamp of approval by the Fairtrade International board.

‘Unlocking the Power of the Many is about tapping into the potential we all know Fairtrade has,’ explains CEO Harriet Lamb. ‘We have shown that we have the most amazing model. But we're still not reaching enough people to truly change the balance of power in trade, away from a few powerful companies, and into the hands of the many people who drive it – farmers, workers and consumers’.

The whole Fairtrade system – including Fairtrade Africa – will use this framework to guide their work, giving all partners a clear direction for the next three years.

Eight West African cashew producer organisations met in Burkina Faso to discuss their challenges and experiences within the Fairtrade market. The nuts and oil seeds standards, under which cashew nuts fall, are relatively new within the Fairtrade product range and most of the producers are still adapting to the particularities of the Fairtrade market.

A much-discussed topic during the meeting was the producer-trader

relationship. ‘Some traders are not respecting contracts,’ says Issaka Sommande of Association TON in Burkina Faso. ‘They send their agents directly to individual members, offering them higher prices and thus undermining the cooperatives.’

The participants agreed better access to up-to-date market information would strengthen their position. The small-scale farmers also believe that instead of exporting their harvest they would benefit from processing cashew

nuts within their own organisations, but more capacity building will be needed to make this dream a reality.

* Diary of Events10th African Fine Coffee Conference and Exhibition

14-16 February 2013Kampala, Ugandawww.eafca.org

AFC facts & figures

Participants came from 29

different countries,

including Madagascar,

the US and Senegal