1. Fairtrade Fruit Market in the UK Refresh Conference 2010 Mark Varney Head of Business Development, Fairtrade Foundation

2. The Fairtrade Foundation’s Vision “ Our vision is of a world in which justice and sustainable development are at the heart of trade structures and practices so that everyone, through their work, can maintain a decent and dignified livelihood and develop their full potential.”

3. Fairtrade Standards Social, Organisational and Gender Environmental Economic

4. The Fairtrade Community Business Campaigners Founders and Funders

5. UK Sales of Fairtrade Products 1999 - 2009 2009: 12% increase from 2008

6. Fairtrade Fruit Available in the UK

7. Recent and Upcoming Fairtrade Produce Launches  Melons - Dec 2009  Vegetables - May 2010  Sweet Potato (Costa Rica) - TBC  COODAP - Smallholders in Brazil  Homegrown – outgrowers and farms in Kenya  Asoproagroin – Costa Rican Smallholders- diversification from Pineapples

8. Fairtrade is the top-of-mind ethical label for one-third of people When asked about ethical / environmental labels on products, Fairtrade was mentioned spontaneously by 32% of people. Unprompted, Combined Mentions, 2010

9. Top 5 Fairtrade Products Recognised Labels Seen Most Often On…

10. Fairtrade and local- compatible not contradictory  Both focussed on provenance; links between consumer and producer  Fairtrade Towns groups often supportive of Local produce Fairtrade and Local directories Promoting links between Fairtrade and UK Farmers Cumbria and Thanet planning events in 2011 Many councils feature Local in their Fairtrade resolutions

11. 1.Increasing Fairtrade’s impact on producers’ lives 2.Shifting public opinion and consumer lifestyles to make Fairtrade the norm 3.Expanding business engagement with Fairtrade from just compliance to deeper commitment 4.Growing Fairtrade’s share of key markets to propel sales to a new level 5.Scaling up and developing the Fairtrade Systems Fairtrade Foundation 5 Year Strategy: Tipping the Balance

13. Driving consumer demand for Fairtrade fruit- 2009

14. 470,001 people went bananas for Fairtrade Hundreds of events around the country Significant participation and engagement on-line Asda, Sainsbury’s, Tesco and Waitrose promoted event on-pack Extensive media coverage with Advertising Value Equivalent of £4.8 million

15. Fairtrade Fortnight 2010 The Big Swap

16.  Focus on 2 key consumer segments  Objective of building awareness, understanding and purchase  Exploit success of social media and other online channels  Support of Sporting and other celebrities  Activity kicking off in August at The Big Chill Festival in conjunction with Bompas and Parr 2010 and Onwards: Fairtrade Fresh Fruit Campaign

17. Bompas & Parr Their work operates between food and architecture as they explore how the taste of food is altered through synaesthesia, performance and setting. ‘Culinary event masterminds’, The Guardian ‘The 15 people who will define the future of arts in Britain’, The Independent

18.  Continue to drive distribution and product / category switches in Grocery Multiples  Maximise opportunities in Foodservice channel  Olympics 2012  Increasing awareness and understanding of Fairtrade and Fairtrade Fruit and increase purchase Future Strategies to grow Fairtrade Fruit

19. Tipping the Balance Mark Varney mark.varney@fairtrade.org.uk