How do Fair Trade Retailers Adhere to our Shared Principles?

In June, I added a blog post, "Our Values, Our Fair Trade Principles", and from this post I have had several comments from multiple perspectives. With the goal of making issues faced in Fair Trade transparent, I have decided to make room for commentaries from producers, retailers, networks, and advocates by providing space for continuing a discussion that I believe desperately needs to occur. As you read this and feel you have something to contribute, I fully encourage your contribution in the comments below.

When we look at Fair Trade as a global system, on one end you have Producers of Fair Trade products that are closely scrutinized in their adherence to the principles of Fair Trade in the various certification systems. However, there remains a question of Fair Trade retailers - how are they adhering to our principles? In particular is the question about the large Fair Trade chains, are they in the words of one Fair Trader, simply becoming "an outlet for exclusive WFTO products"? Several times the question came up about Fair Trade retailers and importers not necessarily being held accountable to Fair Trade Producers.

http://www.indochinenatural.com/

Indochine Natural, an all-natural soap producer, established by Dr. Mike Thair and his wife, Linh are in the process of becoming a WFTO-Asia member. I met with them on this Journey and witnessed firsthand how they put Fair Trade principles into their everyday practices. In the post on Values and Principles he made a few observations worth noting here: 

While there is a lot of focus on Producers and their adoption of these principles, what about the retailers themselves? Are they offering employment opportunities for the disadvantaged in their own communities and capacity building? Is there adequate transparency with customers on retail pricing? 

I would like to see these Principles applied across the entire Fair Trade supply chain. OK, the retailers are providing outlets for Fair Trade products, but I think it needs to be more than this.

http://playingfair.com.au/

Retailer, Playing Fair, added to this comment concerning their role as a retailer and the role of the Fair Trade Association of Australia and New Zealand (FTAANZ):

I'll second what Indochine Natural said. As a retailer there is more to the business than just being an outlet for exclusive WFTO endorsed products. What about the role I play in the local collective, or the info I send out about FTAANZ with each order? I really need to sit down and make these part of a mission statement, so that they are properly accounted for and in the forefront of my mind as I go about the daily business.

Jose, a Fair Trade advocate in Spain, wrote his perception on this issue:

I must say that I would also LOVE to see these Principles applied across the ENTIRE Fair Trade supply chain.

I believe the whole Fair Trade chain and consumers should be more aware of ALL conditions and demand more transparency and commitment to FT principles "here and there". 

 
From my own experience as a volunteer in PeaceCraft, a Fair Trade retailer in the US, I knew there were some really outstanding retailers that held themselves accountable to Fair Trade Principles and actively promoted local Fair Trade Movements whether they were student initiatives on campus or a citizens movement for trade justice. Some retailers have committed to expanding Fair Trade locally not just in terms of sales and awareness raising, but by supporting local disadvantaged communities as well. 

However, in other cases there is a sense that a Fair Trade retailer is little different from any other retail shop. Essentially they simply use Fair Trade as a marketing ploy to increase sales to the socially conscious and do little more than that. These retailers are easy to spot, you can walk in and see the colorful displays with an array of beautiful uniquely cultural crafts, coffees and chocolates, but not much else:

• No information about Fair Trade or about producers who made the crafts (See Principle 3: Trading Practices) 
• There is little connection between the shop and the major issues Fair Trade engages with such as addressing global trade injustice, or empowering women with income generating activities promoting their cultural heritage (See Principle 1: Creating Opportunities for Disadvantaged Communities; and Principle 6: Commitment to Non Discrimination, Gender Equity and Freedom of Association) 
• No ongoing Shop-Based Advocacy, little-to-no information on how to get involved in the global Fair Trade movement, and no mention of Fair Trade initiatives or events in the community (See Principle 9: Promotion of Fair Trade) 
• No price breakdown for customers to see the percentage of the sale as a product moved through the supply chain describing what percentage of the sale goes to the producer, to the shipping and handling, and to the store itself to cover overhead and staff (See Principle 2: Transparency and Accountability, and Principle 4: Payment of a Fair Price)  
• No information on how they contribute to the development of Fair Trade Producer groups outside of sales (See Principle 8: Providing Capacity Building) 
• Not disclosing information related to their impact on the environment (See Principle 10: Respect for the Environment) 
• And in these nonchalant retailer shops, the staff are not even familiar with the ten principles of Fair Trade (Read: "Our Values, Our Fair Trade Principles")

If you are a retailer reading this blog, or a socially conscious consumer and this description sounds like your local Fair Trade shop, I suggest it is time for a change! Even more so if your shop is a member of a chain of Fair Trade retailers... 

Fair Trade Retailers have an obligation 

     to follow the same principles as the producers.

With that said, I went in search of an example of a local Fair Trade shop and member of a Fair Trade chain dedicated to expanding Fair Trade locally by providing opportunities for a disadvantaged group in their community to enter Fair Trade. I owe a special thanks to Maryann Wohlwend, a Board Member of the Ten Thousand Villages store in Cleveland Heights, Ohio, USA, for her contribution to this long overdue blog post. Maryann is truly a Catalyst for Social Change in her community, bringing various social interests and businesses together for a common purpose! Her's is an inspirational story of commitment,  devotion, insight and reflection. For this reason I have reprinted her email in its entirety, and the emphasis placed throughout are her own:

Hello Mitch~great to hear from you.  Excellent posting, as usual, and I am encouraged to read the comments of those who sincerely seek to make a difference and discuss these issues... My work for both, Lydia's Purse International & as a regional Board Member for a Ten Thousand Villages store in Cleveland Hts, Ohio allows me to see both sides of these coins.  

I had considered shipping myself, working with groups in the Philippines and India (for LPI), and have concluded that it is best for small producers to start by selling within their local markets. When I considered the impact of these small groups being truly self-sustaining, I discovered how powerfully they can take the lead in strengthening their communities! Their retail presence introduces customers to the need ~ they have the opportunity to communicate & educate consumers on FT principles ~ when the consumer has been engaged, they can be invited to participate in the solution as a customer or a volunteer of the producing organization, or as a donor to supply needs, network on their behalf & meet long term goals for the organization. 

Working within my own local community, Lydia's Purse International's presence in NorthEast Ohio is accomplishing just this!  Our mission is to Empower Women of Excellence ~ "Sewing Handbags & Sowing Hearts".  We believe that when a woman comes to know her True Worth & Great Value as a child of God, and is provided an opportunity WITHIN COMMUNITY to quickly learn a new confidence-building skill~and this is most important ~ ENCOURAGED & having FUN alongside a volunteer who is sharing the process WITH her, not lording authority over her, a woman passing through a rescue mission has a chance to break the cycle of generational poverty!  It is truly a mustard seed of Global Change!!

You see, within the past 18 months, since sharing the Vision of Lydia's Purse International (via word of mouth, blog, a simple marketing trifold & selling handbags), we have received mountains of donated fabrics from the Ohio Design Center Showrooms, as well as other area fabric & furniture stores, seamstresses & ZERO Landfill organization.  The ladies who work in these interior design showrooms will go so far as to rescue discarded swatches from their dumpsters ~ to provide for the local Lydia's Purse class & keep them from mounding area landfills!!  

Along this supply chain, we have educated and engaged retired sewing teachers & area philanthropists to beFRIEND and encourage the Participants, as Volunteers in the classroom ~ and beyond!  These volunteers are so inspired by the Vision that some continue the friendships when the Participants have graduated from the rescue mission, or they have brought donors to our door, providing brand new sewing machines and resources to operate the class and send Level III graduates off with brand new sewing machines of their very own!!  

Participants who are in the long term care of the rescue mission offer to make handbags (from the rescued & rePURPOSEd design swatch fabrics) for inventory sales (which raises extra operating funds) while they continue to make friends and receive deeper discipleship training.  Volunteers, rescue mission staff, even I am still making handbags to contribute to sales.  

Our collections have found a niche in area independent FT stores, produce markets, home parties & coffee shop sales events.  Even the rescue mission is able to host sales events for staff & the public, as all sales are handled by my company, MaryannDesigns, ltd.  My company then retains a small percentage of profits (toward operating costs & expenses), while donating the greater portion back to the non-profit rescue mission, which hosts the class and provides the inventory. One local, well-established market, even donates the space we use to sell handbags and share the Vision, without requiring any repayment in return, its owner simply wanted to use his business in a generous & responsible way!!

In the past 18 months, the branches of our little tree have sprouted and Lydia's Purse International has sold hundreds of bags ~ each reflecting the story of a Woman who was discarded by society & discovered a new purpose and HOPE ~ the perfect metaphor for the handbags they are creating!  Even the pattern's 4 panel design reflects the Vision of Empowerment within community: 4 unique fabrics, representing women from different facets of Life, coming together to form a beautiful & functional commUNITY!!

In my former business, MaryannBags, ltd, I created one of a kind silk handbags, priced to compete with other brand-recognized items of "quality".  When we first started selling the collections of Lydia's Purse International, I priced the handbags a little higher than the market for competing FT items... only to realize that the Vision, which the bags represent, is Priceless (and frankly, we weren't selling too many)!!  My own way of thinking about quality vs quantity was transformed, and we established a new retail price (which was a bit lower than the original wholesale cost).  The new retail prices, $12 for an extra large MarketBAG and $10 for a medium ShopTOTE, now attract customers who, when they learn about the Vision, will often purchase for themselves, family, friends & as meaningful gifts ~ and also, because we have not "dictated" the items' great Value by overpricing, some customers donate monies above and beyond their receipt, to support the Vision, Mission & Women of Lydia's Purse International!!  

As a current Board Member of our local Ten Thousand Villages store, also, I have no misgiving about their Mission to only support & sell the products of select Global artisan groups, sharing their stories in North American markets.  Yes, they are a large, well-established FT retailer now, and were a leader 60 years ago, when founded, simply, by a woman on a missions trip with a Vision.  

There's a place for all of us who have a desire to "Be the Change we want to See".

As a little girl who dreamed of seeing the world, I could never have imagined that my path would lead through a meadow on the French Alps, overlooking the City of Geneva ~ praying for the nations of the World... to dusty, rural villages in southeast India ~ listening to stories of young widowed mothers hoping for a better Life...to the 1st Lydia's Purse class a half hour away from home ~ seeing smiles begin to form on the faces of women who have just learned to sew...and replying to an email request for a new class in Morogoro, Tanzania ~ to empower Swahili women who are quite literally dying for lack of HOPE!

One of the foundational verses for Lydia's Purse International is found in the Heart of God, written by Paul in a letter to Corinth, and handed down for generations of those who support the value of all.  1Corinthians 1:26-29 "Brothers & Sisters, think of what you were when you were called.  Not many of you were wise by human standards; not many were influential; not many were of noble birth.  But God chose the foolish things of the world to shame the wise; God chose the weak things of the world to shame the strong.  He chose the lowly things of this world and the despised things-and the things that are not-to nullify the things that are, so that no one may boast before Him."

The greatest commandment we have been given to live by is to Love our Neighbors as we Love ourselves.  Each person has seeds of education & experience to sow, resources to refresh others or the light of compassion to cheer those in need.  There is UNITY in commUNITY, and a self-sustaining mission can truly strengthen a local region...and inspire Change in the Global Economy!

Are you Blooming where you are planted?

Mitch ~ this was meant to be a simple reply that grew and grew into an overdue blog post!!

Please feel free to contact me!!

I look forward to hearing from you,

Maryann Wohlwend

Maryann's commitment to localizing Fair Trade in her community is exemplary. Honestly, if Fair Trade is to be relevant in every community where a retailer exists, there needs to be a similar effort to provide opportunities beyond simply offering socially conscious purchases and feeling good about it. Fair Trade Retailers have an obligation to follow the same principles as the producers.

What struck me most about her story was how she was able to connect interest groups such as Zero Landfill and local businesses that embrace social responsibility such as the Ohio Design Center Showrooms. Furthermore, she found outlets for sales in independent Fair Trade shops, local produce markets, home-based activities, coffee shops, and one marketplace which donates space for selling and sharing the vision of Lydia's Purse.


Back to the Fair Trade retailers... in February I wrote a blog post, Catalysts for Social Change. In that post I included a Fair Trade Advocacy Matrix which I have added here. This matrix is useful for initiating or reinvigorating a Fair Trade Awareness Campaign in your community regardless of where you reside. The purpose is to begin brainstorming on how Fair Trade can become a reality in your community by raising awareness through Shop-Based Advocacy, in religious institutions, with social networks, amongst students, on campuses and to mobilize activists. 

Fair Trade Advocacy Matrix, Mitch Teberg, MA, 2011

Fair Trade retailers are essential to the equation and how they integrate the principles of Fair Trade is important to the Movement as a whole. Our efforts to Make Trade Fair can begin by reviewing the current practices and activities of our retailers and identifying areas for improvement.

If you have a story you want to share on how your store is central to an advocacy campaign; promoting Fair Trade through ongoing creative cultural activities; or involving community organizations in the movement, feel free to share it in the commentary below. 

Special thanks to Dr. Mike Thair of Indochine Natural in Malaysia, Nadiah from Playing Fair (Australia), Jose of Spain, and Maryann Wohlwend of Ten Thousand Villages / Lydia's Purse in Cleveland Heights, Ohio, USA.

Chou, I and Little Journey thank you for joining us in our ongoing Journey for Fair Trade now based in Ho Chi Minh City, Vietnam. Feel free to leave comments, thoughts and ideas below! 

Mitch Teberg, MA 

The commentary below is terrific and brings up important points, please read and add your thoughts and experiences!  A few additional points: 

1. As requested, I have placed this post and discussion into a downloadable PDF file for easy reading in black and white. I may do this for other posts as well if the demand is there. Let me know your thoughts.
2. Word limit on commentary is set by Blogger (Google), feel free to add more than one comment - this is a very important discussion that needs to be aired! If you are a user, log in, that entitles you to longer commentary too.
3. If your comment disappears when you post it, it may have gone into Spam box. If that is the case, I will retrieve it and post it. 
4. Feel free to leave your name, organization and links to your organization in the commentary!

To read this blog post in B&W on PDF:
How Do Fair Trade Retailers Adhere to Our Shared Principles

Franchising Fair Trade

Our time in the Philippines has come to a close. Admittedly, we have learned many lessons from the Fair Trade movement here, but amongst the most valuable lessons here is how to introduce Fair Trade in local markets. Not surprisingly, many Southern Fair Trade Organizations (FTOs) have overlooked local community and national markets as they focused on exporting to the North. The reasons for this neglect center on the low levels of awareness of Fair Trade in the South; inherent challenges to enter local markets without external support; and the existing focus on catering, marketing and exporting to the North. “How and where do we start?” are often the first questions they face before attempting to enter domestic markets. 

I see the Philippine Fair Trade movement is working together to establish a united foothold in the local market. One of the first organizations I met when I arrived in Manila last month is the main organizer of this concerted effort: Advocates of Philippine Fair Trade, Inc. (APFTI). They work in close collaboration with the WFTO - Philippines. 

APFTI is an organization of expert marketers, networkers and advocates motivated by a genuine entrepreneurial spirit. Executive Director, Vincent Roaring explained the driving mechanism of APFTI, “If we are successful, we are successful in our mission. It is a mission, but it is the drive in our heart that really matters. We have to go beyond what is physically available to us. APFTI is run by social entrepreneurs; emphasis on social entrepreneurs. What is a social entrepreneur? Whatever he receives, whether it is 30% of the resources, he is committed to 100% of the mission. That is the spirit of APFTI; give us half of the resources, we will take care of 100% of the objectives.”

At this time,  one of APFTI's missions is the expansion of Fair Trade into the local markets. How to expand local markets has been an issue the social entrepreneurs of APFTI grappled with for the past couple years. Their solution: A national chain of Fair Trade Shops! They began implementing their project in 2009, and have learned a lot in the process of starting with four locally operated shops in Cebu, Bohol, Naga and Cagayan de Oro. Interestingly enough, each shop showcases local producers as well as cater to the market interests of local buyers.

Jennifer Garand, the Marketing Consultant at APFTI, went on to explain the management of the initial Fair Trade Shops. “These four shops, they are not really owned by APFTI, it is a partnership. APFTI partners with existing Fair Trade producers in the area as in the case with the Fair Trade Shop in Cebu where we partnered with Southern Partners Fair Trade Center (SPFTC), a known Fair Trade producer in the area; in Cagayan de Oro, with Salay Handmade Paper Industries. They are both members of WFTO – Philippines. In the case of SPFTC, it is an existing shop they converted into a Fair Trade Shop. It is really successful. In Cagayan de Oro, they were about to close the shop because they were losing money. Then we talked to them about the idea of a Fair Trade Shop, and after a year they are very happy. They doubled or tripled their sales and doing well now. The key is to partner with an established organization in the area.” 

If anyone thought opening a few Fair Trade Shops in a market with little-to-no awareness of Fair Trade sounded ambitious, how about starting a nationwide Fair Trade franchise? Now Imagine this:

20 Philippine Fair Trade Shops by 2015! 

Jennifer spoke about the shop operations. “At the moment it is 100% owned and operated by our partner, but that is not our plan. For the next 20+ shops, APFTI will be directly involved in management of the shops. At the moment we just assist them in the promotions and advocacy, and of course supply.” To initiate this effort, APFTI has received assistance from EU funders, but they do not plan to remain dependent on those donors. Many hard lessons have been learned from the recent economic crisis that continue to haunt the Fair Trade producers throughout the South. 

In the North, a Fair Trade shop may have reduced or stopped ordering altogether in order to weather the economic crisis, but in the South when every buyer you supply suddenly takes the same action, the impact is amplified and a global crisis becomes very personal. Honestly, every time I mention it with managers of Southern FTOs, I see a sadness reflected in their eyes; there is a sense of abandonment and disillusionment that trade is not all it promises to be, whether mainstream trade or Fair Trade, all is subjected to the same whims of a globally interconnected market.

Admittedly, to make Fair Trade Shops sustainable in the Philippines will be a real challenge. Essentially, it is a nationwide test to prove the viability of Fair Trade as a business model in local markets. Talk about putting it all on the line! Vincent noted that the strategies must be amended, “Adjustments will have to be made to ensure it is sustainable. If we see at some point the donors will disappear, or they are so fatigued, or EU organizations cannot assist, we need to make sure it is sustainable. That is a principle in Fair Trade.”

Shop-Based Advocacy

When we visited the leading Fair Trade Shop in Cebu, I asked SPFTC Director, Gigi Labradores about the motivating factors for opening the shops. She enthusiastically replied, “We thought Filipinos should be able to taste the products that we produce, not only foreigners. And then they should also see that there is a business that is socially oriented and fair, but it can be able to provide for the needs of workers; ensure the supply chain does not trample the rights of other people, but it is still competitive in price. It is also something we would like our countrymen to know, in Cebu and elsewhere, so it was an advocacy on trade justice and at the same time we are concerned for workers.”

Gigi shared about opening the Cebu Fair Trade Shop, “I guess we were a bit aggressive. We loaned a certain amount to put up the renovations. There were some problems with carpentry at that time so there were additional costs. We repainted the shelves and everything. The whole look was changed. The next thing was what to put into the shop. If we only put our products and if we only think about Cebu products, it will not be attractive to other buyers and Cebu is very particular; health and wellness products. So we had to be sure that our producer network and the WFTO partnership, and community members of other members could bring their products to Cebu.”

Perusing the Cebu shop you can find mango juice, kalamasi juice, virgin coconut oil and dried mangoes aligned on the shelves; decorative handmade cards from Salay in Mindanao, attractive handmade soaps, and fashionable handbags made of recycled materials; decorative crafts and gift items that tempt any buyer who is contemplating the perfect gift for a friend or loved one; and locally made cookies and Filipino coffee. They even have rice coffee!  Gigi described the customer preferences, “In our experience people come, like foreign tourists, they chose juices and dried mangoes. When locals come, they go for the health and wellness and there are also orders from companies for recycle products. This is the particulars of our market. We had a big order last December from companies for recycled bags. That was one of the big sale items in December.

Much to their surprise, the sales in the Cebu shop more than tripled in the first month of operation, and with a concerted awareness raising effort, sales have steadily climbed. Gigi shared her experience, “I think the advocacy work helps a lot in promoting all the things that you do, every month you have to be known, published in media, interviewed, to have activities so people can come to the shop. We partner with other civic organizations. It improves the sales.

If you want to expose what Fair Trade is and how it is able to address poverty in a country or a community that we commit to and serve, we should be able to make ourselves known and be visible. Fair Trade is not just a philosophy that adheres to addressing poverty, it is also a product that enhances or embraces quality. It respects the rights of people and producers and at the same time it takes care of the needs of consumers. So, we need to showcase and let Fair Trade be known. The product quality edge; we believe, if people can know, they can have a choice. There is a dried mango and other products that do not use preservatives and can be available locally.” 

Gigi went on to explain the function of the shop as a showpiece, “That is why we talk about advocacy and why we had to put up the shop. It is not just for income, is also the basic point for advocacy. People will not understand your thoughts if they don’t see anything concretely. Like this mango, it is produced in Cebu, we partner with these communities, and this is coming from the indigenous group. So people come, they appreciate what is being done, they know more and understand this is Fair Trade.” 

One thing Chou noticed was how the WFTO Philippines functions as the center of a strong national network of FTOs, while APFTI Fair Trade Shops are localized centers for producers to network and get involved in Fair Trade activities and advocacy in their community. Local shops were empowering local producers, making Fair Trade tangible to their neighbors! 

Out of a driven interest to learn more about this up and coming franchise, Chou and I flew to Mindanao to visit the Fair Trade Shop in Cayagan de Oro operated by Salay Handmade Papers. We met with Raelita Legaspi, the APFTI Consultant in northern Mindanao. She explained the suppliers of the products sold in the shop as members of WFTO Philippines. To this she added, “Some of those who display their product here are on their way to become WFTO – Philippine members.”  One strategy they have for enticing local producers to join Fair Trade is to provide market opportunities for their products in local Fair Trade Shops. Making Fair Trade accessible to producers is an important lesson here.

Rae described her current project in APFTI, “When we see that they are marginalized and see that their products have potential in the local market, we help them by giving them product development services, design and packaging services so their products become more attractive to the market. Then we help them sell in shops like this, but our efforts don’t stop there. We have a lot of activities with other sectors."

Youth and the Spirit of Volunteerism 

Rae went on to explain, "In the Philippines, there is no Fair Trade market to speak of because we relied on foreign buyers. It is only now they have been hearing about Fair Trade. It is very important for us to reach out. One of the sectors we think are very receptive to Fair Trade is the youth. We even have a youth Fair Trade network in the colleges and universities in the area. They have entrepreneur programs for colleges now and we touch base with these programs. They are in the bracket of 17-21 year olds, very idealistic. 

We rely on a lot of people who like advocacy, who have the heart for Fair Trade and the producers. They like it. I get the students to come help out. The good thing is when we have activities like marketing activities and promotions, they come and volunteer and work with us. In fact, I am the only APFTI personnel in the whole of Northern Mindanao. It becomes difficult because I am also in a project helping farmers and that covers a lot of rural areas in Mindanao I have to visit. We rely on partners and volunteers to help us with marketing Fair Trade products. We have partners in one of the schools and when they have a Foundation Day event, they ask us to bring products they can sell; anything to show people Fair Trade."

An important lesson needs to be touched on here because in some cultures or socially hierarchical societies, youth are all too often ignored. I challenge you, regardless of where you reside: Never miss an opportunity to engage the youth! Cultivate the interest of youth in the local, national and global Fair Trade Movement! Find ways to expand their exposure to the social issues surrounding Fair Trade locally and globally; facilitate their learning through direct experience; and above all, incorporate their ideas on how to expand Fair Trade! 

What do I mean by that? Listen to them, they are the future! We often forget that the youth of today are the consumers, advocates and community leaders of tomorrow. To harness their interest in addressing social issues their generation faces through Fair Trade is to provide opportunities for them to get involved directly; provide opportunity for the youth to own Fair Trade; empower the youth by opening avenues for them to take action!

Do a quick calculation: It doesn’t matter if you are a producer group in the South or a retailer in the North, how many high schools and universities are you actively engaged with at this moment? How many student clubs or Young Advocate Movements are you sponsoring through talks, experience sharing, or providing volunteer opportunities for? How many Fair Trade products are found on campuses near you? If you find that your ranking is quite high in this regard, I invite you to share your experiences in the comment section below. Find ways to support other Fair Trade movements around the globe by linking with them directly.

If you find there is room for improvement for your Fair Trade Organization or network, write a list of activities you can undertake in the next four weeks in order to engage local youth in your community. I assure you, the impact of your efforts will be felt in the long-term commitments they make to social change. Don’t let these opportunities pass you by. 

During my travels in the Philippines I had many opportunities to share my own experiences as a volunteer in a Fair Trade store near my Alma mater. For me, volunteering there was a formative time. I was encouraged to read about our producer groups and learn about the various social, political, and cultural contexts that shaped their world and influenced their work. I was amazed how in that shop the world became so small. A magical thread woven from the producer to consumer; from one heart to another, across seas, and across cultures, a single purchase united people across the globe. Genuine and true. That is the spirit of Fair Trade.

On a personal note...

There are many lessons to be learned from the development of a Fair Trade Franchise in the Philippines. In this blog I have highlighted a few that I found to be noteworthy. As for additional lessons learned and more of the how-to components, I will write more about those in a future publication which after all, is the purpose of this journey. Originally I was focused on presenting the voices of Fair Trade producers, and as I mentioned in the last posting, I overlooked a vital component of Fair Trade – the Catalysts for Social Change.

However, that is not all I have overlooked. As this journey enters the third month and the inquiry leads me to Indonesia, I see that there is a need to create a more comprehensive publication that is useful for Fair Traders around the globe; something that can present the contextual realities as well as provide practical tools that can be utilized by practitioners, advocates, and consumers alike; to present a common understanding of Fair Trade, the issues it faces as a movement, and reflect on lessons learned. 

I believe we need to go beyond the 50 reasons to buy Fair Trade and understand what is really happening when Fair Trade is introduced to a community. Not only that, but to look at how Fair Trade practices can be strengthened and improved; how to utilize holistic approaches that do more than touch upon social issues, but can be utilized to strengthen communities. For me, a future step is to find that socially aware and conscientious publishing company...

As always, we welcome your thoughts, ideas and suggestions. Your commentary is greatly appreciated. Thank you for joining us as we go to Indonesia to learn about Fair Trade there.

Sincerely,

Mitch Teberg and Chou

Catalysts for Social Change

Two months into the Journey we find that our stay in the Philippines was longer than expected. To put it succinctly, there was much to learn here on many levels. Chou and I have met with farmers and fisher folk, artisans, and craftswomen and men, all have been producers of Fair Trade products sold locally and exported to the North. Reflecting back over these encounters in the Philippines, I have learned much about the context in which Fair Trade supports the disadvantaged. 

Relevant to our inquiry, we heard and saw firsthand the multitude of issues Fair Trade addresses: defining a “living wage” in a local context; upholding human rights, women’s rights, child rights, labor rights, indigenous rights, land rights and fishing rights; embracing environmental protection and sustainability; promoting grassroots community development; and so on. We have also witnessed that maintaining Fair Trade principles in local organizations leads directly to higher achievements of people’s empowerment and social integration through unity for a common good with respect and human dignity. 

However, this hasn’t been the extent of our experience. We have also met other members of the Fair Trade movement. Most notably are the Fair Trade Organizations (FTOs), the Non-Governmental Organizations (NGOs) and Community-Based Organizations (CBOs) which support producers. This includes the organizational leaders, management teams, trainers and staff. Secondly, we have met the Fair Trade supporters, advocates, innovators and marketers. The lessons they have shared with us have proven to be equally important in our attempt to understand and present the Fair Trade movement from the perspective of the South. 

In the local communities throughout the South, the FTOs, NGOs and CBOs, are what I have come to see as the representatives of Fair Trade. They are the Catalysts for Social Change. I say this because on one level, every community they engage with, these spokespersons bring with them the tools for channeling the abstract ideals into reality. They formulate concrete approaches to local challenges; they tackle the specifics, such as how to establish a system to maintain accountability; they design ways to ensure participation and transparency; and they make direct interventions to promote gender equity in their community. They are the Fair Trade practitioners in the South without whom the movement itself would cease to exist. 

I must admit, when I resided in the US and volunteered at a local Fair Trade shop, I had overlooked their efforts when viewing the tangible results of their labors in the handmade products and upon hearing stories of changed lives and hope for future generations. To remove them from the equation is to sidestep the core of national Fair Trade movements in the South. Reflecting back on my original purpose, “To present the voices of Fair Trade producers, artisans, weavers, farmers, and craftswomen and men,” I see that I, again, had overlooked their importance when setting out on this Journey. Without these women and men, Fair Trade would not exist.

Much is owed to these Catalysts for Social Change. Discussions with them have been both stimulating and enlightening. They have an understanding of both the reality they live in and the ideals they wish to integrate into their everyday work. They fully comprehend the challenges of disadvantaged producer communities and are fully committed to carving out an income generating opportunity for them that utilizes their talents, respects their culture, and treats them with dignity. 

However, a major change has occurred in many of their organizational strategies as a result of the global recession that left many out on a precarious limb. In order to ensure sustainability, many Southern Fair Trade Organizations have found that they need to look inwards to the local economies to expand their market. However, there is a low level of awareness of Fair Trade and what exactly it is these Catalysts do. I see that some organizations have focused on exports to the extent they alienated themselves from their local consumers despite benefitting their immediate communities. I see that Southern Fair Trade Organizations face a challenge if they are to ensure long-term sustainability:  

How to localize Fair Trade?

To localize Fair Trade in the South is to begin with advocacy. Fair Trade, it isn’t like any other business. This business comes from experience and reflection. In the North, after generations of exploitation and degradation countered with union protests, government regulation and international declarations of human rights, Fair Trade establishes where we should already be today as an enlightened approach to international trade and business. Discussing this with Fair Traders in the South is to recognize that when used as a business model, Fair Trade principles have a ripple effect in the local business community.

For an FTO to maintain its principles, it must ensure that its supply chain is also clear from exploitation, environmental degradation and child labor amongst many other ethical prerequisites. This means that local FTOs must engage with the community businesses and suppliers, and in the process introduce a completely new approach to conducting business. Often it will be the first time in the South for a small local business to be required to sign long term-contracts with stipulations guaranteeing materials are coming from sustainable recourses free from exploitation and that women are paid and treated equally within their workplace. In the very act of doing business, local FTOs become advocates for changing local business practices. 

However, advocacy must occur simultaneously on a multitude of levels. In the cities of the South, in the population centers and government seats, there must be a presence that can be heard and felt. I spent a lot of time discussing efforts to localize Fair Trade with Gigi Labradores, Director of the Southern Partners Fair Trade Center (SPFTC) in Cebu. She is one of the most dynamic, committed and knowledgeable drivers of the Fair Trade movement in the Philippines.

She spoke about the lack of awareness of Fair Trade in the Philippines and the importance of starting a national string of Fair Trade Shops. “That is why we talk about advocacy and why we had to put up the shop. A shop is not just for income, is also the basic point for advocacy. People will not understand your thoughts if they don’t see anything concretely… If you want to expose what Fair Trade is and how it is able to address poverty in a country or a community that we commit to and serve, we should be able to make ourselves known and be visible. That was the springboard to entering the market in Cebu. 

Secondly, we are producing quality products. We believe that our product quality has an edge over the others. For our dried mango, we don’t put preservatives, we don’t put coloring and it is something we should offer to the Philippine community. Fair Trade is not just a philosophy that adheres to addressing poverty, it is also a product that embraces and enhances quality; it respects the rights of people and producers and at the same time it takes care of the needs of consumers. So, we need to showcase and let Fair Trade be known."

The Philippine Fair Trade Movement is expanding their market locally in collusion with a concerted advocacy effort. In my travels from the north to the south of the Philippines I have had many meetings in which we discuss: How can we advocate for Fair Trade, we don’t have the resources? Recently, I had terrific discussions with the leadership and staff of Salay Handmade Paper in Northern Mindanao. As in many discussions centered on advocacy, the first thing that is brought up is a lack of resources. The second thing brought up is that Fair Traders don’t have training, or knowledge about advocating for a cause. 

Originally, I set out to listen and learn. Increasingly, I find that I take on a consultancy role or that of a resource person to present to groups or classes during my journey. More than once, I was asked during interviews or in group discussions, what can be done to address lack of awareness of Fair Trade. More specifically, I was asked for tools to advocate locally. Reflecting on this, I realized the need to provide practical advice to those interested in expanding Fair Trade, whether they reside in the North or the South. 

How to advocate for Fair Trade:

Advocacy for Fair Trade can occur simultaneously at many levels, and it can begin locally as in the example above with an FTO connecting with local businesses. Advocacy can occur anywhere and at anytime. Advocacy can be as little as a discussion over a cup of Fair Trade coffee! I believe the best advocacy is when they don’t know you are advocating. Questioning, sharing and inviting are approaches for a great start. 

Whether advocating in the North or in the South, when speaking of advocacy for Fair Trade, initially it helps to facilitate a group discussion with like-minded souls and concerned citizens. First, list out the local socially-oriented organizations such as churches, mosques or religious institutions, social networks, and organizations. Secondly list other socially influential institutions such as schools, community centers, and government units such as social welfare departments. These are your targets for advocacy and networking. 

 

For the advocates of Fair Trade, whether they are devoted, conscientious consumers or students enrolled in local colleges, they are a vital part of the future of Fair Trade. Every person, social group or classroom in which they introduce Fair Trade is to confront the concept of Business as Usual. I can think of no better place for an advocacy movement to begin than in a high school or university where minds blossom and new ideas form. No longer can multinational corporations just be concerned about the bottom line regardless of the methodology to ensure profits with high-end marketing campaigns and a Public Relations office to whitewash their image through showcased activities and charity donations written off as Corporate Social Responsibility. Ethics, human rights and environmental protection need to be engraved in the minds of students globally. 

Thirdly, list out what social issues, if any, are of concern to each of the groups listed. How do those issues relate to Fair Trade? Fair Trade addresses so many issues, it is hard to miss. A participatory and interactive approach is to divide this task into teams that will address issues that are of interest to them. For example, those interested in gender and women’s rights meet together as a team to discuss how they will approach local women’s organizations and social networks to introduce Fair Trade from that perspective. For those teams going into community high schools, work with local teachers to find the best method for discussing the topics and how it relates to what the students are currently studying. 

The fourth step is to set up an opportunity to meet with one or a few of the leaders to introduce Fair Trade as a viable alliance to their cause. In the cases of schools or universities, meet with sociology, anthropology, political science and history faculty who are receptive to a cup of coffee and discussion on the social impacts of trade. If you decide to engage with local government, come with locally made products in hand. In those democratic nations, local products equate to local votes to politicians; get them on your band wagon rather than you on theirs. 

For university students, come together and discuss what ways you can advocate for Fair Trade on campus. In my Alma mater, I had joined the Fair Trade Initiative. We set out a simple and direct means to introduce Fair Trade on our campus. We saw that coffee was the lifeblood of most students and decided on a focused approach to mandate that all coffee sold on campus be Fair Trade. We set up booths every day handing out free cups of coffee to those walking by and spoke to passer-by’s about the importance of making trade fair, and that here on campus we wanted to localize that idea starting with coffee. All we asked for was their signature. But we didn’t do this alone; we connected with other advocacy groups that demanded social justice such as the campaign to end the use of sweatshops to produce university sportswear and clothing. Over time we had enough student signatures to approach the administration and from our concerted efforts, the campus changed to 100% Fair Trade coffee. 

Admittedly, for every step forward, there can be three steps back. The next year they privatized many of the food services on campus, so the following Fair Trade Advocates had to confront Starbucks and the initiative continues on. Regardless, we raised awareness personally and directly with many students who have now moved on in their professional lives. Perhaps some of them are involved in Fair Trade now, I don’t know, but what we did was advocacy over a cup of coffee that changed a campus. Recently the University of Southern California in San Diego , California became the Most Fair Trade campus in the USA. How many campuses in the South are Fair Trade? The South produces many Fair Trade products for consumption in the North; there is a need to expand Southern advocacy efforts in this direction. Network with campus movements in the North; get their support and tips on how to bring social change!

Students are the future! Today’s student advocates are tomorrow’s local consumers, and in some cases like me, advocating doesn’t stop upon graduation – instead they become more dangerous to the status quo! 

To start you on the way to becoming an advocate for Fair Trade, I have listed a few areas how to get started in local advocacy, whether in the North or in the South:

Fair Trade Advocacy Matrix: 

Fair Trade Advocacy Matrix

In addition, I would like to present some helpful links to get you started in your advocacy!

The Fair Trade Advocacy Office (FTAO) speaks out for Fair Trade and trade justice with the aim to improve trading conditions for the benefit of small and marginalised producers and poor workers in developing countries. Visit the FTAO website to find out about their activities, download their Fair Trade publications and Public policy documents, and to sign up for their newsletter. 

http://www.fairtraderesource.org/change-the-world/advocate-for-fair-trade/

The Fair Trade Resource Network is an information hub designed to grow the Fair Trade movement. Together, we can create a market that values the people who make the food we eat and the goods we use.

http://www.oxfam.org/en/getinvolved

Oxfam International has ongoing campaigns and invite you to join them in their drive to achieve a world without poverty and injustice.

Global Exchange is a terrific resources for advocacy: 
http://www.globalexchange.org/getInvolved/index.html

Global Exchange also provides a How-to Guide that shows what you can do to promote Fair Trade Products: 
http://www.globalexchange.org/campaigns/fairtrade/FairTradeActionPack.pdf

Equal Exchange is another resource rich website for advocates: http://www.equalexchange.coop/

Lastly, having been a high school teacher in Japan, one resource that I have returned to repeatedly is Rethinking Globalization published by www.rethinkingschools.org  Rethinking Globalization offers an extensive collection of readings and source material on critical global issues. Through numerous role plays, interviews, poems, stories, background readings, cartoons, and hands-on teaching activities, the book offers a memorable introduction to the forces that are shaping the future of our world.

I hope you find this posting interesting and informative whether you reside in the North or the South, and whether you work directly with Fair Trade producers or support them through your conscientious purchases. If you have experience in advocacy, or can suggest additional points to those listed, please add a comment to share with Fair Traders around the world! There is no substitute for experience! 

Thank you for joining us in this journey. Feel free to follow this blog and to add your comments, ideas or suggestions as we go.

Sincerely,

Mitch Teberg, MA