Proposed Joint Initiative between Loblaws and Engineers Without Borders Targeted Promotion of Fair Trade Certified Products

Why is this of value to Loblaws? Differentiation to consumers: Loblaws as a responsible company that helps consumers be responsible (e.g. green bag initiative) Unique and high quality products (Certified Fair Trade seen as such) Why is this of value to Engineers Without Borders? Engaging the public to think and act globally, which leads to poverty reduction: Fair Trade is a key daily action we promote Overall goal to have more people aware of FT products and to have them more available to consumers Increased differentiation of brand along existing important dimensions Alignment with a highly respected Canadian organization in Engineers Without Borders At a minimum, virtually no new resources required Direct value proposition to Loblaws Alignment: Increased consumer awareness and demand for Fair Trade products that are available at Loblaws stores The core idea: Engineers Without Borders promotes Fair Trade products to 40,000 customers outside Loblaws stores in 20 cities across Canada on Mar 5, 2009

The Proposed Initiative Starting points: We’ve noticed that Loblaws is increasingly carrying Fair Trade products Each year on March 5 th, Engineers Without Borders promotes Fair Trade products to tens of thousands of people What we can deliver on: Our members will share information with 40,000 customers at the entrance to Loblaws supermarkets in 20 major cities across Canada Each customer will come away with awareness of Fair Trade, knowledge of what Fair Trade products are available in the store, and a pleasant experience Media coverage of the event in each city

A range of options for Loblaws involvement Marketing Wide advertising in flyers, etc. Marketing in store Product Offers A Fair Trade product each customer Coupons Taste tests Product Placement End of aisle placement of Fair Trade products Increased signage for Fair Trade products The Base Initiative Engineers Without Borders volunteers promote Fair Trade products at entrance to store Beyond the base initiative described, we have a number of ideas for additional Loblaws involvement – we are very open to your input Options for Additional Loblaws Involvement

2008 – 90,000 people reached 2007 – 100,000 people reached Our Past Experience Professional, respectful promotion of Fair Trade in high traffic areas: transit centers and campuses

About Engineers Without Borders Engineers Without Borders envisions a world without extreme poverty We partner with developing communities to help build capacity of their technical sector Our 35,000 members in Canada raise awareness among Canadians about how they can make decisions that positively impact communities overseas

About Fair Trade Fair Trade Certification guarantees a minimum and predictable price for producers in the developing world, and a price premium to be used for economic, environmental and social development When choosing to buy products that have been Fair Trade Certified, Canadians can make a positive impact for people living in poverty. Certifying body in Canada: TransFair Canada –