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

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.”

Fairtrade Standards Social, Organisational and Gender Environmental Economic

The Fairtrade Community Business Campaigners Founders and Funders

UK Sales of Fairtrade Products : 12% increase from 2008

Fairtrade Fruit Available in the UK

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

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

Top 5 Fairtrade Products Recognised Labels Seen Most Often On…

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

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

Driving consumer demand for Fairtrade fruit- 2009

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

Fairtrade Fortnight 2010 The Big Swap

 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

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

 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

Tipping the Balance Mark Varney