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3 BRAZIL STRATEGY_DRAFT( 3)

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3 BRAZIL STRATEGY_DRAFT( 3)

  1. 1. ©2009 Rainforest Alliance Brazil Strategy: 2016-2020Brazil Strategy: 2016-2020
  2. 2. TABLE OF CONTENTS I. Situation Analysis II. Vision of Success III. External Scan IV. Strategy Description V. Implementation, Feasibility, and Risk assessment VI. Monitoring and Evaluation Framework VII.Annex 2
  3. 3. PART I SITUATION ANALYSIS 3
  4. 4. I. MACRO TRENDS AND ISSUES: http://www.skyscrapercity.com/showthread.php?t=847212&page=6
  5. 5. • Brazil is the largest country in South America. It is the sixth-largest economy in the world. • Population is over 200 million people, and expected to grow to 231 million by 2050. Over 80% are city dwellers. • 107th fastest growing country in the world, growing slightly faster than the world average. • Covering approximately 3.288 million square miles, the world’s fifth-largest country. • Brazilia is the capital city, Sao Paulo is the largest city in Brazil; Rio de Janeiro the second largest city. BRAZIL’S CORE DEMOGRAPHIES AND PROGRESSIONS
  6. 6. Dilma Vana Rousseff is the 36th and current President of Brazil. She is the first woman to hold the office. She was previously the Chief of Staff of the President Luiz Inácio Lula da Silva from 2005 to 2010. ( https://www.google.com/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=dilma%20rouseff )  http://en.wikipedia.org/wiki/Dilma_Rousseff Water shortages, deforestation and indigenous rights are some of the issues facing Brazil’s president in the next four years - http://www.rtcc.org/2014/11/06/five-environmental-challenges-for-dilma-rousseffs-second-term / printed 6 November, 2014. BRAZIL POLITY OF THE RE-ELECTED PRESIDENT
  7. 7. • Taming inflation The average inflation for 2014 in Brazil was 6.33%, up from 6.21% in 2013. • Reviving economic growth The threat of inflation, combined with lagging growth, will continue to be a top priority. • Checking corruption "We should punish the people and not destroy the companies.” • Fiscal discipline (Reuters) - Brazil's President Dilma Rousseff urged her cabinet to embrace fiscal belt-tightening. BRAZIL POLICY: 10 NEW PRIORITIES OF THE REELECTED ROUSEFF GOVERNMENT • Financial sector reforms Taxes will be simplified to boost exports. • Boosting business Measures aimed at restoring business confidence since BRIC giants are slowing down.*** • Social welfare schemes Preserve war on poverty programs. • Urbanisation/rural rejuvenation   Curitiba, Brazil an example** • Agriculture sustainable growth. • Education & skill development Brazil has made substantial progress bridging the rich-poor gap. This article was written by Yago Montenegro, Maria Franccesca Monteverde, Melissa Morales, and Jose Raffo, members of the Lauder Class of 2015, Wharton School of Business, U. of Pennsylvania*** •
  8. 8. BRAZIL POLITICS: PRIORITIES & RELEVANCE TO SAN/RA • Social welfare schemes President Rousseff has declared there will be changes to the ‘Bolsa Familia’ program including higher payments, tax breaks for the poor, and an increase in the national minimum wage to match inflation (COLA). • Urbanization/rural rejuvenation 2015 goal of sustainable urbanization*. • Agriculture Strong support of the bioethanol industry (2014 Farm Bill) with farm policy reforms that will eliminate $16 billion. www.syngenta.com/global/corporate/en/.../our- industry.aspx http://www.fmdv.net/index.php?id=29&L=2&tx_ttnews%5Btt_news%5D=327&cHash=d7025adcac3a3818fb871ac408a353d* • Education & skill development Education from 7% in 2015 to 10% GDP.*** • Emerging Markets Research and Markets: Brazil Biometrics Market 2014-2020: Brazil Biometrics Market is Projected to Reach $1.3 Billion by 2020 http://www.prnewswire.com/news-releases/brazil- biometrics-market-2014-2020-market-forecast-by- technologies-fingerprint-face-iris-hand-voice-- signature-applications-government-security-travel-- transportation-banking--finance-healthcare-- consumer-elect-279275822.html
  9. 9. Economic disparity across Brazil’s states Brazil has improved it’s economic disparity in recent years with GINI index 54.7. 0 = perfect equality; 100 = perfect inequality. BRAZIL ECONOMIC POLITICS
  10. 10. Brazil’s poorest and wealthiest states: I.A. BRAZIL’S STATES BY INCOME
  11. 11. GDP per capita (2010 PPP$) As you can see from the BRIC countries GDP chart below, China accounts for 7.1% of world GDP, much higher than Brazil’s 2.6%. However, its share in EEM is smaller than Brazil's. I. A. BRAZIL’S DEVELOPMENT STANDING: COMPARISON WITH OTHER COUNTRIES OF STRATEGIC INTEREST TO RAINFOREST ALLIANCE
  12. 12. GDP per capita (2011 PPP$) I. A. BRAZIL'S DEVELOPMENT STANDING: COMPARISON WITH OTHER COUNTRIES OF STRATEGIC INTEREST TO RAINFOREST ALLIANCE
  13. 13. Gender Inequality Index (GII) score I. A. BRAZIL'S DEVELOPMENT STANDING: COMPARISON WITH OTHER COUNTRIES OF STRATEGIC INTEREST TO RAINFOREST ALLIANCE
  14. 14. Population living on degraded land (%) I. A. BRAZIL'S DEVELOPMENT STANDING: COMPARISON WITH OTHER COUNTRIES OF STRATEGIC INTEREST TO RAINFOREST ALLIANCE
  15. 15. Share of working poor, below $2 a day (%) I. A. BRAZIL'S DEVELOPMENT STANDING: COMPARISON WITH OTHER COUNTRIES OF STRATEGIC INTEREST TO RAINFOREST ALLIANCE
  16. 16. % of population with at least some secondary education I. A. BRAZIL’S DEVELOPMENT STANDING: COMPARISON WITH OTHER COUNTRIES OF STRATEGIC INTEREST TO RAINFOREST ALLIANCE Education
  17. 17. % of population with at least some secondary education I. A. BRAZIL’S DEVELOPMENT STANDING: COMPARISON WITH OTHER COUNTRIES OF STRATEGIC INTEREST TO RAINFOREST ALLIANCE
  18. 18. I.B: BRAZIL AS A DEVELOPMENT CHALLENGE
  19. 19. Despite it’s growth and accepted potential, Brazil comes 79th in the UNDP development index of all countries. 19 I.B. BRAZIL AS A DEVELOPMENT CHALLENGE Human Development Indicators Human Development Index 0.744 Rank 79 Trends 1980 - Present 1980 1985 1990 1995 2000 2005 2010 0.00.10.20.30.40.50.60.70.80.91.0 Labor force - by occupation:  Agriculture: 15.7%  Industry: 13.3%  Services: 71%  (2011 est.) Definition: This entry lists the percentage distribution of the labor force by occupation. The distribution will total less than 100 percent if the data are incomplete. Source: CIA World Factbook - Unless otherwise noted, information in this page is accurate as of August 23, 2014
  20. 20. Brazil’s economic sectors: Employment and contribution to GDP: Labor force by occupation: (Agriculture: 6% Industry: 28% Services: 66% (2012 est.) 20 I.B. BRAZIL: FROM PRODUCER TO CONSUMER NATION
  21. 21. The coming tipping point Conclusion •  The decade from 2000 to 2010 in Brazil was marked by the ascent of millions of households out of poverty. • By 2020, Brazilian households will represent an annual market of around $1.6 trillion (3.2 trillion Brazilian reais). • Middle classes are an important key driver of growth, as the income elasticity for durable goods and services for middle class consumers is greater than one.* • Families in the emergent, established, and affluent segments will make up 37 percent of Brazilian households by 2020, compared with 29 percent in 2010 and just 24 percent in 2000. 21 I.B. BRAZIL: FROM PRODUCER TO CONSUMER NATION-THE RISE AND RISE OF BRAZIL’S MIDDLE CLASS
  22. 22. 22 I.B. BRAZIL: FROM PRODUCER TO CONSUMER NATION-BRAZIL’S MARKET POTENTIAL Redefining Brazil’s Emerging Middle Class* •After a remarkable decade of steady growth and economic stability, Brazil has emerged as one of the world’s most important new consumer markets •By 2020, Brazilian households will represent an annual market of around $1.6 trillion (3.2 trillion Brazilian reais) Why is the Middle Class Important for Growth? •Preference for product differentiation leads to value added in branding •Values (hard work, meritocracy, saving, education •Catalytic class (economic policymaking but not entrepreneurship •More sustainable than “export led” growth therefore… •Less risk of middle income trap (Gill and Gharas 2007)
  23. 23. The Growth of Brazil’s Middle Class 24 I.B. BRAZIL: FROM PRODUCER TO CONSUMER NATION- BRAZIL’S MARKET POTENTIAL
  24. 24. I.C: BRAZIL AS A RISING ECONOMIC POWER WORKING WITH NGO’S
  25. 25. I.C NGO’S WORKING WITHIN BRAZIL
  26. 26. There are around 220,000 Non Governmental Organizations – NGOs – in Brazil. Some of the most well-known NGO’s in Brazil are listed below: OIYAKAHA: Developing practices of sustainable agriculture and healthy living, protecting the Amazon rainforest. VIVA RIO: was 48th among the top 100 NGOs in the world and the second in Brazil. It was established to combat the growing violence in Rio de Janeiro. MONTE AZUL: Providing educational opportunities, culture and health for underprivileged people. LIVING YOUR DREAM: Teaching English to unprivileged children and teens in Rio de Janeiro. SER ALZIRA de ALELUIA: Providing professional and educational training. TWO BROTHERS FOUNDATION: Creating educational communities in Brazil that teach languages, arts and sciences. LIBELULA-TRIBO das MENINAS: Providing a safe space for girls and supplementing their education. CRECHE de FELICADADE: Working in day care. CASA 579: Offering an out-of-school activity program for children between the ages of 7 and 17. UOAEI: Working with local farmers sharing sustainable farming practices, protecting the rain forest, and teaching volunteers permaculture. Social Aspect: NGO’s in Brazil I.C. SOCIAL ROLE OF DOMESTIC NGOS
  27. 27. President Rousseff and International NGOs I. C. SOCIAL ROLE OF INTERNATIONAL NGOS Over the last 40 years, one-fifth of the Amazon rainforest has been cut down RA’s goal is to effectively conserve 140 million acres of the Amazon by 2015, employing three broad strategies: • Strengthening indigenous people • Creating realistic incentives to encourage farmers and ranchers to comply with Brazil's Forest Code • Reducing emissions from deforestation and degradation
  28. 28. Disappointment as Brazil declines to sign up to UN Deforestation Agreement •Governments, businesses and environmentalists have come together to sign a landmark declaration pledging to end deforestation by 2030 •The declaration was also signed by companies ranging from Kellogg’s and Nestlé, to Cargill and Asia Pulp and Paper •Also signed up are charities and NGOs such as the World Wide Fund for Nature (WWF), the Rainforest Alliance (RA), and the International Union for the Conservation of Nature (IUCN). . . 25 September, 2014 by Giles Constantine. President Rousseff and International NGOs I. C. SOCIAL ROLE OF INTERNATIONAL NGOS
  29. 29. 30 I.D. MACRO TRENDS AND ISSUES
  30. 30. I.E FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO RAINFOREST ALLIANCE
  31. 31. I.E FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO RAINFOREST ALLIANCE Dangers of Monoculture •Planting a single crop in cleared rainforest plantations makes it highly vulnerable to disease and pests because, in the natural rainforest, individuals of a given species are widely dispersed •Planting of monocultures can be economically risky with the price fluctuations in international commodities markets and changing weather patterns 32 http://rainforests.mongabay.com/0811.htm
  32. 32. I.E FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO RAINFOREST ALLIANCE Cattle Ranching’s Impact on the Rainforest •Brazilian government data indicates that more than 60 percent of deforested land ends up as cattle pasture. •Cattle grazing in the tropics is relatively inefficient: initially each hectare of cleared land may support an animal, but after 6-8 years, each animal may require five hectares. •They often choose cattle over other options because cattle have low maintenance costs and are highly liquid assets easily brought to market. 33 CATTLE RANCHING'S IMPACT ON THE RAINFOREST By Rhett Butler Google+ | Last updated July 22, 2012
  33. 33. Beef: World’s largest producer/exporter I.E FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO RAINFOREST ALLIANCE It is expected that by 2018, the beef export will increase 93 percent, thereby increasing Brazil’s beef market share of world exports to 61 percent. . Beef is the most carbon-intensive form of meat production on the planet. 
  34. 34. 1.E. LEATHER CROPS IN BRAZIL Leather Production in Brazil Our investigation exposed the Brazilian government’s complicity in bankrolling deforestation in the Amazon, as well as several top name shoe brands whose demand for leather may be supporting cattle ranchers that are illegally slaughtering the Amazon*. ©Daniel Beltra/Greenpeace Top Leather Producers, 2012 (thousand tons)
  35. 35. Coffee I.E: FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO RAINFOREST ALLIANCE • Brazil is the world’s leading exporter of sustainable coffees. • Prices continue to fluctuate in the coffee market. • State-focused programs are an alternative to a national program and could prove more feasible. • Starbucks Corporation (NASDAQ:SBUX) boasts that 93 percent of their coffee is ethically sourced, and that by 2015 it will be 100 percent. • Arcos Dorados, which franchises McDonald's restaurants in 20 Latin American and Caribbean countries, announced today that its McCafés in Brazil will serve only 100% Rainforest Alliance certified coffee to their customers.* Posted 6 November 2014 • FairTrade USA, notes that over 1 billion pounds of coffee imports were certified by them in 2014 and 4C Association and Brazilian NGO MAFLORA intensify collaboration for a more global platform. Trends in the Industry
  36. 36. Citrus I.E: FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO RAINFOREST ALLIANCE • Brazil is the largest orange producer in the world, more than 50% of the world’s orange juice. * • The price of processing and transporting the orange juice to overseas terminals has risen steeply—over 50% since 2000—in part due to rising oil prices.** • Like coffee, oranges are also a very labor-intensive crop^   Trends in the Industry • Consumption of orange juice world wide has fallen. Production technology will become critical and more complex; only those growers who can adopt to change will survive. **
  37. 37. Palm Oil I.E: FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO RAINFOREST ALLIANCE • Oil palm set to take over from cattle ranching as the biggest threat to Brazil’s Amazon rainforest?  By Chris Lang10 November 2014Brazil • It’s an important raw material for edible oil production and it’s the most productive feedstock for biodiesel production. • The government of Pará says that by 2022, the area of oil palm plantations just for biofuel will be 700,000 hectares. Trends in the Industry • Palm oil could be an “environmental win for the Amazon” as long as “only already-degraded land is used”.
  38. 38. Soy 39 I.E: FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO RAINFOREST ALLIANCE • Soybean is a very important feedstock for food, energy and chemicals.* • Soybean oil represents 70% of the raw material used for the production of Brazilian biodiesel.* Trends in the Industry The scarcity of high quality remaining agricultural land available for soybean expansion in Mato Grosso, could be contributing to the slowdown observed there.
  39. 39. Sugar Growing Areas I.E. FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO RAINFOREST ALLIANCE Brazil is the world’s largest sugar cane grower and sugar producer and exporter. About 55% of the region’s crop was used to produce ethanol in 2013-14. Sugar cane production in the key south central region of Brazil has been lost because of dry weather, 2013-2014. Brazil is expected to increase its sugarcane production in the coming years.* Direct land use changes and greenhouse gas balances (including soil carbon stock changes) associated with expanding production of sugarcane-based ethanol noted in São Paulo state*.
  40. 40. Cocoa I.E: FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO RAINFOREST ALLIANCE Farmers could grow cocoa in the shade of trees that yield other commodities, such as fruit or timber. "The greater demand for cocoa comes as the industry expects production to fall short of consumption for a second year in a row," reported The Wall Street Journal. BLIGHT - Moniliophthora perniciosa* is a fungus responsible for Witches' Broom disease. During the last century the fungus spread throughout all of South America, Panama and the Caribbean, causing great losses in production. LOW PROFITS - In fact, in a supply chain that includes many intermediaries — all of which need to make money — the cocoa farmer gets less than 5 percent of a typical bar of chocolate, Emanuel said. Trends in the Industry Cocoa production is expected to fall 15.7% in the next 10 years. Published 10/13/2014.
  41. 41. Brazil’s Agricultural Macrotrends through 2012 42 I.E. MACRO TRENDS AND ISSUES Through 2012
  42. 42. Brazil’s Agricultural Macrotrends through 2021 I.E: FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO RAINFOREST ALLIANCE
  43. 43. Agricultural commodities relevance to Brazil 44 I.E: FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO RAINFOREST ALLIANCE
  44. 44. Certification Scheme Progress Note RA/SAN 1. Environmental Protection 2. Social Equity 3. Economic Viability Our certification system is built on these three pillars of sustainability. UTZ Fair Trade Practices for Coffee Create a verified sustainable agriculture system producing food in harmony with nature, and supporting biodiversity and soil health. FAIRTRADE Fairtrade supports producers facing economic, environmental and social challenges to strengthen their livelihoods and contribute to a more sustainable world. Fairtrade consumption options and carrying out awareness campaigns through labelling initiatives. RSPO Fair Trade Practices for Palm Oil. It has established a set of standards called the Principles & Criteria. (P&C) defines practices for sustainable palm oil production and includes other NGO’s. 45 I.F. AGRICULTURE CERTIFICATION SYSTEMS IN BRAZIL
  45. 45. Certification Scheme Progress Note Use learning modules focused on developing business and farming skills These modules help the farmers to develop sustainable farming Over the years these producers have noted increasing productivity of high quality coffee Fair Trade Practices for Sugarcane Farmer Working Group formed and Bonsucro welcomes its 100th member. Bonsucro has achieved full ISEAL membership Monitor production of Fruit and Vegetable crops Provides basic food safety and sustainability specifications. Global Gap works with retailers and major buyers worldwide 46 I.F. AGRICULTURE CERTIFICATION SYSTEMS IN BRAZIL Protect nature, for people today and future generations Spatial planning for agricultural into already degraded lands 1 billion native trees planted in Brazil’s Atlantic forest, securing clean water for cities like São Paulo and Rio de Janeiro
  46. 46. Mission Recent Trends Notes Our mission is to care for the world we live in. Partners with a variety of NGOs like Global Greengrants. Aveda and the Yawanawa people have been working together for 17 years.  Beauty is building, together, a more sustainable world. Amazonian vegetables, fruits, nuts and gums are among the active ingredients. This Brazilian company is the world’s largest perfumery and cosmetics franchising network. 47 I.F. AGRICULTURE FOUNDATIONS WORKING IN BRAZIL
  47. 47. Mission Recent Trends Notes Gordon and Betty Moore Foundation funding for the Andes-Amazon Initiative Since 2001, we've helped conserve over 150 million hectares in the Amazon — an area nearly four times the size of California. The Andes-Amazon Initiative is currently authorized through 2016. Ben & Jerry’s Foundation Ben & Jerry’s Foundation formed in 1985, now part of Unilever Ben & Jerry's Foundation is named the winner of the National Committee for Responsive Philanthropy's Corporate Grant maker for 2014. 48 I.F. AGRICULTURE FOUNDATIONS WORKING IN BRAZIL
  48. 48. PART II VISION OF SUCCESS 49
  49. 49. RAINFOREST ALLIANCE SUSTAINABLE AGRICULTURE CERTIFICATION SCHEME 50
  50. 50. I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE http://www.landscapes.org/glf-2014/?contestants=crops-national-park-brazil
  51. 51. I. G. FOCUS ON CROPS OF STRATEGIC IMPORTANCE 52
  52. 52. Cattle: Growing areas I.G. FOCUS ON CROPS OF STRATEGIC IMPORTANCE http://www.nature.com/news/2010/100728/images/Brazil-cattle-map.jpg
  53. 53. Beef Production & Consumption 54 I. G. FOCUS ON CROPS OF STRATEGIC IMPORTANCE World's Top Beef Producers 58,856,000 Rank Country 2014 % Of World 1 United States 11,230,00 0 19.08% 2 Brazil 9,920,000 16.85% 3 European Union 7,580,000 12.88% 4 China 5,760,000 9.79% 5 India 4,000,000 6.80% 6 Argentina 2,900,000 4.93% 7 Australia 2,240,000 3.81% 8 Mexico 1,820,000 3.09% 9 Pakistan 1,675,000 2.85% 10 Russia 1,380,000 2.34% http://beef2live.com/story-world-beef-production-ranking- countries-0-106885
  54. 54. Coffee: Growing areas I. G. A FOCUS ON CROPS OF STRATEGIC IMPORTANCE
  55. 55. Coffee Production & Consumption 56 I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE
  56. 56. I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE 57 Citrus Production and Consumption In the past years, an overproduction was seen among the Brazilian producers, making it necessary to establish measures in order to reduce the stocks. One of the biggest crisis of this sector happened in 2012, when the United States suspended the purchase of Brazilian oranges because of a certain pesticide used on the crop. Better results are expected for the next years, though.
  57. 57. Palm Oil Production & Consumption I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE
  58. 58. I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE Soybean Production and Consumption
  59. 59. Sugar Production and Consumption (extra) I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE Sugar demonstrates a 2% world growth per year
  60. 60. Sugar Production and Consumption I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE
  61. 61. Cocoa Production and Consumption* I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE *however, cocoa certification by RA boomed, with a staggering 312 percent jump in 2012
  62. 62. I. G. MACRO TRENDS AND ISSUES Forest Certification
  63. 63. 64 I. G. MACRO TRENDS AND ISSUES Forest Certification •The forestry or timber industry is a major component of the financial success and stability of Brazil. •This South American country is home to the third-largest remaining frontier forest (large and relatively undisturbed natural forests) on the planet, making up about 17% of the world’s frontier forests. It has the highest biodiversity in terms of the plants that these forests accommodate.  •Pine and eucalyptus are the two predominant timber species that are produced, processed and traded in Brazil. •Logging permits need to be obtained from the Environmental Institute of Brazil (IBAMA). +
  64. 64. I. G. MACRO TRENDS AND ISSUES 65 Forest Certification • Simultaneous with the elaboration of national criteria, several FSC-accredited forest certifiers launched their activities in Brazil. • Imaflora, a Brazilian NGO based in São Paulo, led the field through association with the Rainforest Alliance SmartWoodcm program headquartered in New York City. • Brazilian government data showed that deforestation in the Brazilian Amazon resumed its downward trajectory for the 12 months ended July 31, 2014, but there are worrying signs that the progress may not last since an anti-environmentalist Minister of Agriculture has just been appointed.^
  65. 65. I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE Timber and Paper Pulp Production and Consumption 66 • The main International source of wood production data is the UN. • Far more than half of the wood from the two biggest timber producing regions of Brazil probably comes from illegal sources, Greenpeace says.** • More efforts are being made against illegal harvesting. • There seems to be a growing preference for certified, legitimate service providers within the industry. +
  66. 66. I.H. PROBLEM ANALYSIS: BIODIVERSITY / ENVIRONMENT WHAT ARE THE MAJOR MISSION CHALLENGES? HOW SIGNIFICANT ARE THEY? WHAT ARE THEIR DRIVERS? 67 Focal Problems Underlying Drivers Can RA address? Biodiversity loss India’s increasing demand for agriculture and forestry products, mineral exploitation globally due to population growth, income growth and economic development, leading to competition for arable land in rich-biodiversity zones, habitat loss, fragmentation, and degradation, and human-wildlife conflicts. Yes – through targeted projects around biodiversity-rich areas. Prioritization and mapping required by RA to identify the zones, targeting donors for specific hotspots, and design projects to addressing the . Natural resource degradation (water, soil Degradation of water supply and quality. Inappropriate or excessive use of agrochemicals and run-off, and limited waste water management by the industry and agriculture. Yes - through projects to increase uptake of improved practice including agronomic practices, energy efficiency, environmental education, voluntary certification uptake and landscape approaches in key areas (eg. Assam). Soil erosion and degradation due to intensification of agriculture, lack of awareness on causes and consequences Increased GHG emissions and deforestation due to limited access to technical assistance for processing factories, and limited incentives for farmer and producers to farm sustainably and adopt best management practices, including energy efficiency measures.
  67. 67. I.H. PROBLEM ANALYSIS: LIVELIHOODS WHAT ARE THE MAJOR MISSION CHALLENGES? HOW SIGNIFICANT ARE THEY? WHAT ARE THEIR DRIVERS? 68 Focal Problems Underlying Drivers Can RA address? Vulnerability of producer communities Low share of market value retained by producers Yes – by developping producer training programmes, focusing on the following core topics: productivity (eg. Through Farmer Field Schools), business skills, financial literacy and access to finance, value added processing, etc. Weak rural infrastructure and poor access to education and health care; Weak group organization/capacity, and lack of direct market access, price- negotiation power, and income diversification; Low productivity per hectare High dependency on single crop for income High worker poverty Low wages and unacceptable conditions of work (discrimination, Health & Safety) Yes – through projects and partnerships to deliver technical training and certification, agreeing living wages levels with the industry, collaborating with other agencies on key social issues (child trafficking) Socio economic challenges in worker families on estates (access to health care, child trafficking, personal safety), lack of empowerment among women
  68. 68. I.I. INTERNAL SCAN WHAT HAVE WE DONE TO DATE? WHAT HAVE WE LEARNED? 69 CORE SERVICES (as applicable) PAST AND CURRENT ACTIVITIES STRENGTHS/ ACHIEVEMENTS WEAKNESSES/ CHALLENGES LESSONS LEARNED Sustainability Standard Setting • Local adaptation guides for tea • Technical advisor to Trustea, India’s domestic sustainability code for tea • Trustea has government backing, wide-spread industry support, infrastructure and resources. However, there is increasing recognition that producers will want to move from TT to the globally- recognized SAN standard, providing RA with an opportunity. • Facilitate producers in making the transition from Trustea to SAN, increasing SAN penetration and RA’s likely marketshare. Producer Technical Assistance and Training Ongoing technical training programme focused on tea estates in North India. New GEF project starting up to include smallholders High level or technical expertise in local partner Few resources available for the size of the country and nature of problems. Monitoring, Evaluation and Research Certification/Verification/Validation Now three CB’s operating in India for agriculture: • RACert • Indocert • IMO • Woodcert (Forestry) 9• Certifications with over 45 tea companies • Coffee certifications held by 20 companies XX SAN FARM auditors XX FSC COC auditors XX FM/VLC auditors Claims/Traceability/and Trademarks • 1 certified regional brand of tea: Goodricke • 1 National brand now committed to certification: Typhoo • 1 National coffee chain using the frog seal: Costa
  69. 69. 70 CORE SERVICES (as applicable) PAST AND CURRENT ACTIVITIES STRENGTHS/ ACHIEVEMENTS WEAKNESSES/ CHALLENGES LESSONS LEARNED Supply Chain/Stakeholder Networking Tea and Coffee: Extensive Networks include: • Producers • Regional and national producer Assocs. • Regional and national Industry bodies • Governmental agencies • Brokers • Traders • Packers (regional, national and international • National and international coffee chains Tea and Coffee: We now have an extensive network of participants in and advocates of our systems, right across the value chains of both these commodities. As such, we are well-poised to increase producer up-take and market desire for RA certified crops. A lack of human resources to capitalize on these opportunities as quickly as the participants in these networks are demanding. Responsibilities for the implementation of the India Strategy need to be coordinated but distributed across RA’s functions. Sustainable Market Development • A recent Exec VP-level 3 week trip to India involved meetings with 24 brand- owning tea and coffee businesses. • They was significant interest in future use of the RA certified seal from ½ of these meetings. • 1 certified regional brand of tea: Goodricke • 1 National brand now committed to certification: Typhoo • 1 National coffee chain using the frog seal: Costa We have momentum that will secure further brand commitments is the weaknesses and challenges can be overcome. As above. We need to ensure producer up- take can be maintained in order to encourage and facilitate future brand commitments. Corporate Advisory/Consulting Comms/Marketing/Education We secured significant commitments from We have an internationally-recognized certification that is still gaining producer We currently lack the resources to follow up on, let alone
  70. 70. II. A. CONTEXT: RA VISION OF SUCCESS AND GRAND CHALLENGES 71
  71. 71. 72 II. A. KEY CHALLENGES ADDRESSED BY THIS STRATEGY
  72. 72. PART III: EXTERNAL SCAN 73
  73. 73. III. A. STAKEHOLDER ANALYSIS WHO ARE THE KEY INFLUENCERS OF THE CURRENT SYSTEM? WHO ARE THEY KEY ACTORS? WHERE IS THE POWER? WHO HAS THE RESOURCES? 74 ORGANIZATION /TYPE WHY IS THIS ORGANIZATION IMPORTANT? Origin Operations and Groups National and regional trade and producer associations e.g. United Southern Planters Association of Southern India (UPASI) XXXX XXXX Corporate Retailers (see the top 10 retailers in India in the Slide XX) Important buyers of agricultural and forestry products in India and to increasing RA’s exposure to key consumers. International brand-owner companies: Unilever, Costa, Working with & through brand-owning multinational companies is an efficient/effective way to gain market exposure and commitments to crops, change consumer perceptions and purchasing decisions and producer’s land- use practice. Indian companies who play important role in certain commodity’s production and consumption nationally and globally – E.g. Tata Global Beverages, Café Coffee Day, Apeejay Surrendra They represent the most important buyers of agricultural and forestry products, and have incentives to contribute on sustainability.
  74. 74. III. A. STAKEHOLDER ANALYSIS WHO ARE THE KEY INFLUENCERS OF THE CURRENT SYSTEM? WHO ARE THEY KEY ACTORS? WHERE IS THE POWER? WHO HAS THE RESOURCES? 76 BRAZIL’S BEEF INDUSTRY WHY IS THIS ORGANIZATION IMPORTANT? Producers JBS SA JBS S.A. is a Brazilian company that is the largest (by sales) food processing company in the world, producing factory processed beef, chicken and pork, and also selling by- products from the processing of these meats. It is headquartered in São Paulo.[2]  It was founded in 1953 in Anapolis, Goias. The company has 150 industrial plants around the world ABIEC Brazilian meat packer dominating the market Global Foods Marfrig is one of the largest food companies to beef base, sheep, poultry and fish in the world. With productive, commercial and distribution units in 16 countries, Marfrig is also considered one of Brazil's most internationalized companies and diversified food. Its products are sold to major restaurant chains and supermarkets, come to the table of millions of consumers in more than 110 countries each day.& ABPO The Brazilian Association of Organic Farming (ABPO) was created in 2001 by ranchers in the Pantanal region that is recognized by the Certified Organic Farming as a promising sustainable (socially, economically and environmentally activity) production systems^ ^^ Slaughtering and Meat Processing for Export, Operations in Brazil, Agrentina, Uruguay and the Middle-East. 4th Largest Beef Producer in the World Apex Brasil*** Brazilian industries and exporters of fresh beef chilled and frozen, offals, casings, salted and processed beef.
  75. 75. 4 C Association (4C)has a total of 12,000 trained members. Currently providing four courses to deal with the 4 red practices that the verifiers identified. These courses include: •Farm Management; •Integrated Pest Management; •How to reduce the use of pesticides; and •Proper storage of chemical products.* Brazil’s Coffee Excellence Association (BSCA). Brings together producers of specialty coffees and to promote Brazilian specialty coffees, also known as gourmet coffees, while stimulating constant technical improvement and more efficient services during their commercialization.** O’Coffee O'Coffee is a major producer of responsible and sustainable coffee in Brazil. Their coffee is certified by Rainforest Alliance, Utz Certified and AMSC – Alta Mogiana Specialty Coffee Association. Buriti Reforestation Project: 800,000 native trees in ten years.^ C.A.F.E. Practices C.A.F.E. Practices is a green coffee sourcing guideline with third-party evaluation for Starbuck’s stores.^^ Coffee Cabana (Producer)&& Arabica Beans 78 BRAZIL’S COFFEE INDUSTRY WHY IS THIS ORGANIZATION IMPORTANT?
  76. 76. Producers, Processors and Exporters Citrograf Mudas One of Brazil’s largest citrus producers. Oversees production to reduce blight. Citrosuco One of the largest growers and processors in Brazil ABECITRUS A Brazilian Association of Citrus Exporters. Brazil’s largest citrus exporter Cutrale Cutrale-world’s largest producer of orange juice. To combat growing decline, Cutrale and its partner Grupo Safra offered American company Chiquita a whopping $625 million to take over the brand published 8/14/14. PRA will recover 1.6 million hectares of native forest * 12/16/2014  Approved on Wednesday (10/12), the Environmental Adjustment Program will allow the settlement of property in the State of SP.  The Legislative Assembly of São Paulo, the Program Environmental Regularization (PRA) will allow farmers to regularize their properties. The PRA is a major breakthrough for the state and will provide more security to farmers. For the deputy Barros Munhoz (PSDB), an author of the project, the approval will benefit the State of São Paulo, producers and the environment, besides offering more security to farmers who have access to credit and technical support. After the regularization of their properties, the PRA will ensure the recovery of 1.6 million hectares of native forests.  The PRA will be used as basis for completing the Rural Environmental Registry (CAR), whose term ends in May 2015. Mr Itamar Borges (PMDB), who is also author of the project and president of the Agriculture Committee (CAE) notes that "the PRA will bring a balance between the environment and agriculture. The Law will bring clear rules for environmental protection,“ he said. The project follows the guidelines and applies the provisions of the Federal Forest Code, which was already exhausted the period of regulation for over a year. The new law now goes to Governor Geraldo Alckmin.  79 BRAZIL’S CITRUS INDUSTRY WHY IS THIS ORGANIZATION IMPORTANT?
  77. 77. Procopiak Compensados e Embalagens SA  Woodland owner and producer, especially plywood. manufacturing   Fordaq.com An influential timber trade company in Brazil with an online network Global Capital     A major manufacturer and producer. woodland owners and traders Uniforest Wood Products     One of Brazil’s major exporters of timber. Also a manufacturer & producer* Key Environmental Organizations Law enforcement in the forest sector is divided between the Brazilian Institute of the Environment and Renewable Natural Resources (IBAMA), the Brazilian Forest Service. There is a lack of transparency with bureaucratic roadblocks. Also high taxes favor small businesses, hindering cooperation. The playing field must be leveled to further legal logging.+ Brazilian Institute of Environment and Renewable Natural Resources All logging requires a permit, as well as a formal management plan. These need to be obtained from the Environmental Institute of Brazil (IBAMA) Brazilian Environmental Ministry Fraud in Pará was responsible for the unlawful sale of 26.8 million cubic meters of forest products, they reported Published 05/2014 Interpol Nearly 200 arrests in Interpol crackdown on illegal logging. The Interpol operation “is a big step in the right direction and must be followed up with swift enforcement and prosecutions,” Billie Kyte of Global Witness said Published 02/2013 ITTO - International Tropical Timber Organization Voluntary certification of their forest management operations.**** 80 BRAZIL’S TIMBER INDUSTRY WHY IS THIS ORGANIZATION IMPORTANT?
  78. 78. Cargill Cargill provides food, agriculture, financial and industrial products and services to the world and are located in 67 countries. They partner with the Nature Conservancy to further environmental sustainability. Bunge Bunge is one of Brazil's largest agricultural exporters, oilseed processors and wheat millers. We own and operate eight sugarcane mills in Brazil that produce sugar, ethanol, and electricity through co-generation. ADM At more than 265 processing plants, ADM turns soybeans, corn, cocoa, wheat, palm and sugar cane into food, animal feed and industrial materials that are used by people and businesses around the world ABIOVE Brazilian Association of Vegetable Oil Industries which initiated the Soy Moratorium^ Soy Moratorium In effect through May, 2015^^ University of Wisconsin-Madison's Holly Gibbs and colleagues across the U.S. and Brazil show that the moratorium helped to drastically reduce the amount of deforestation linked to soy production in the region and was much better at curbing it than governmental policy alone. "It reinforces the idea that private sector interventions will be needed in the long term to maintain the deforestation-free production of soy," says Gibbs,* Soy Working Group (GTS) The GTS (Soy Working Group) announces an incentive program for Rural Environmental Registration (CAR). The new registration program includes actions designed to provide rural producers with explanations. # Recent Developments 2014/15 soybean production is forecast to increase by eight percent, reaching a record 97 million metric tons (mmt), based on steady increases in planted area and yields. With 2014/15 exports forecast at 50 mmt., Brazil is poised to continue as the world’s largest soybean exporter** 81 BRAZIL’S SOY INDUSTRY WHY IS THIS ORGANIZATION IMPORTANT?
  79. 79. Agropalma The Agropalma company, which sells palm oil to the food, hygiene and cosmetics industries, set up shop 27 years ago on this land initially cleared to make way for cattle pasture. It now owns more than 39,000 km of dendê in Pará.^^ Cargill We believe that palm should be produced sustainably.  We have established corporate sustainability commitments to build a traceable palm oil supply chain and seek compliance throughout the supply chain relative to RSPO policies on no deforestation, no peat, and no exploitation.++ Key Environmental Organizations RSPO – Roundtable on Sustainable Palm Oil Ethical treatment of workers, reduced pesticides, efficient techniques to eliminate deforestation. Palm oil has many advantages. It is the highest-yielding vegetable oil crop, which makes it very efficient. It needs less than half the land required by other crops to produce the same amount of oil. This makes palm oil the least expensive vegetable oil in the world. It is used in a wide range of products, from margarine and chocolate to ice cream, soaps, cosmetics, and fuel for cars and power plants.* RSPO, eTrace & Green Palm are linking together eTrace and Green Palm provide reliable and effective platforms for the tracking of certified physical palm oil and the trading of certificates respectively. **Posted: 11 Nov 2014 Recent Developments World Resources Institute - Global Forest Watch Commodities Platform Includes RSPO Concession Maps In early 2014 the World Resource Institute – WRI, Google and partners launched an online forest monitoring system that enables real-time tracking of deforestation. + Although Datu research claims that palm oil could take over cattle ranching as the biggest threat to the Brazilian rainforest, # palm oil could ultimately benefit the Amazon for a number of reasons. Planted on the degraded pasture land that abounds in the Brazilian Amazon, oil palm could generate more jobs and higher incomes for locals than the dominant form of land use in the region: low intensity cattle ranching. ^ Results after 5 years show oil palm yields in agroforestry systems are, on average, higher than those of monocrop systems.*** 82 BRAZIL’S PALM OIL INDUSTRY WHY IS THIS ORGANIZATION IMPORTANT?
  80. 80. Cozan Largest sugarcane producer and processing company in Brazil. Copersucar Major producer of sugar and ethanol Tereos International 3rd largest sugar producer in the world Odebrecht Produces renewable and clean energy. Provides internal and external market two types of fuel ethanol (anhydrous alcohol and hydrated alcohol), electricity and sugar VHP Key Environmental Organizations Bonsucro Bonsucro Certification satisfies the purchasing policies of large-scale sugar buyers seeking suppliers who support fair labor and environmental protection.^^ ISEAL Alliance ISEAL is the global membership association for sustainability standards. Our mission is to strengthen sustainability standards systems for the benefit of people and the environment. Some of their members are: Bunsucro, UTZ, RSPO and Fairtrade. Unica – Brazil Sugarcane Industry Association Transparency and continuous improvement are key elements for the Brazilian sugarcane industry to develop in a sustainable way. To this end, UNICA publishes a sustainability report on a regular basis.  83 BRAZIL’S SUGAR INDUSTRY WHY IS THIS ORGANIZATION IMPORTANT?
  81. 81. 01/20/2015 UNILEVER SHOWING LEADERSHIP ON SUSTAINABLE SUGAR SOURCING The company is leading the way in the purchase of credits through ISEAL member Bonsucro's credit trading system. It recently strengthened its commitment to sourcing sustainably-produced sugar through the purchase of 235,000 credits. 03/12/2014 "THE FUTURE GROWTH FOR TRANSPORTATION IN BRAZIL SHOULD BE FROM ETHANOL, BUT HOW LONG IT TAKES US TO GET THERE, I REALLY DON'T KNOW" Bunge Limited CEO Soren Schroder, at the Goldman Sachs 18th Annual Agribusiness Conference in New York City, quoted by OPIS - Oil Price Information Service. 11/19/2013 "ETHANOL POWERED AUTOMOBILES ARE THE BEST SOLUTION FOR BRAZIL, BECAUSE ETHANOL IS A RENEWABLE ENERGY THAT CUTS EMISSIONS AND BENEFITS THE ECONOMY" Mercedes-Benz Brazil CEO Phillip Schiemer, explaining that in Brazil, ethanol powered vehicles are more efficient than hybrids or electric cars, during a debate organized by the daily newspaper O Estado de S. Paulo. 84 RECENT DEVELOPMENTS IN THE SUGARCANE/ETHANOL INDUSTRY
  82. 82. 85
  83. 83. TOP 10 SUPERMARKETS OF BRAZIL 86 Rank Company Facts Revenue No. of stores The Group 1 Companhia Brasileira de Distribuição Trading as CBD (formerly known as Grupo Pão de Açúcar) is the biggest Brazilian company engaged in business retailing of food, general merchandise, electronic goods, home appliances and other products. Its headquarters are in Sao Paulo city. It is the 2nd largest in Latin America by revenue. Gross Revenue 2011: BRL 52,6 billion 1571 Hypermarkets: Extra Supermarkets: Extra, Pão de Açúcar, Sendas, CompreBem Wholesales supermarket: Assaí Atacadista Household Appliances: Casas Bahia, Ponto Frio 2 Carrefour (means “Crossroads”) Hyperstore* headquartered in France. . Carrefour.com: Online store and combined supermarket and department store*-multi-channel retail. Gross Revenue 2011: BRL 28.7 billion 500 Hypermarkets: Carrefour, Carrefour Planet; Supermartkets: Carrefour Bairro, Champion, Globi, GB Supermercados, GS, Norte, Gima, Artima, Dia %, Ed, Minipreço; Convenience Stores: Carrefour Express, 5 minutes, 8 a HuiT, Marche Plus, Proxi, Sherpa, Dìperdì, Smile Market, Ok!, Contact GB, GB Express, Shopi; Wholesales Supermarket: Atacadão; Carrefour Drogarias: Pharmacies; Carrefour Postos: Gas Stations; Carrefour; Turismo: Tourism; Carrefour Empresarial: Business; Carrefour.com: Online store
  84. 84. TOP 10 SUPERMARKETS OF BRAZIL 87 Rank Company Facts Revenue No. of Stores The Group 3 Wal-Mart Brasil Ltda. The group operates in 18 Brazilian states aside from the Federal District. It came to Brazil in 1995. Gross Revenue 2011: BRL 23.4 billion 521 Retail and Wholesale Supermarkets, Pharmacies, Gas Stations, Restaurants, Coffee Shops, General Merchandise 4 Cencosud Brasil Comercial Ltda. A Chilean chain that acquired several Brazilian supermarket companies. Gross Revenue 2011: BRL 6.2 billion 152 Retail Suermarkets and Delicatessens. Bretas: supermarket chain from Minas Gerais; G. Barbosa: supermarket chain from Pernambuco; Mercantil Rodrigues: supermarket chain from Minas Gerais; Prezunic: supermarket chain from Rio de Janeiro; Perini: a delicatessen from Pernambuco; Super Família; Cardoso Supermercados: supermarket chain from Bahia
  85. 85. TOP 10 SUPERMARKETS OF BRAZIL 88 Rank Company Facts Revenue Number of Stores The Group 5 Companhia Zaffari Comércio e Indústria Two Family Owned Supermarkets, Bourbon and Zaffari. Gross Revenue 2011: BRL 2,9 billion 29 Zaffari Supermercados Bourbon Shopping Bourbon Supermercados 6 Irmãos Muffato e Cia Ltda. Family Owned Supermarkets This Brazilian chain was founded in the early 1970s, by José Carlos Muffato. Gross Revenue 2011: BRL 2,3 billion 35 Retail and Wholesale Suermarkets, Auto Services, Electronics, Gas Stations and Unifato, a Business University 7 A. Angeloni Cia Ltda. The Angeloni Group is a Brazilian family business founded in 1958 by the brothers Antenor e Arnaldo Angeloni Gross Revenue 2011: BRL 2,16 billion 23 Supermarkets, Supercenters, Pharmacies, and Postos de Combustíveis
  86. 86. TOP 10 SUPERMARKETS OF BRAZIL 89 Rank Company Facts Revenue Number of Stores The Group 8 Condor Super Center Ltda. This Brazilian company was founded in 1974, by the young entrepreneur Joanir Zonta who commands the business to date.  Gross Revenue 2011: BRL 2.13 billion 33 9 DMA Distribuidora S/A The chain does not count with foreign participation in its capital. Gross Revenue 2011: BRL 2.0 billio 94 Supermarkets, Differentiated Supermarkets called Martplus and hypermarkets. 10  Supermercados BH Comércio de Alimentos Ltda. BH Supermercados operates in several cities of Minas Gerais Gross revenue: BRL 1.9 billion 112 Supermarkets
  87. 87. BRAZIL’S COMMODITY FORECAST 90 • Most analysts forecast Brazilian economic growth to remain sluggish in 2015. Technically, the Brazilian economy has entered into recession and the effects of the current economic situation will impact next year’s GDP growth, estimated to rise at around one percent. In addition, a new federal administration will be sworn on January, 2015 and could implement policies correct economic disequilibria and promote stronger growth and lower inflation.
  88. 88. CATTLE COMMODITY NEWS 91  Brazilian Cattle Industry 5 •The cattle industry in Brazil is the economic activity that occupies the largest land expansion. •Brazil has the second largest herd in the world, only surpassed by India. •Brazil has historically been one of the biggest producers of bovine meat and in the last five years, the largest exporter of cattle meat in the world. 0 0 0
  89. 89. CITRUS COMMODITY NEWS 92 Meet the Brazilian Orange Baron who Helped Orchestrate Chiquita Buyout, Jose Luis Cutrale* •In the 1980s, the company was among Brazilian producers accused by the U.S. Commerce Department of selling juice in the U.S. at prices deemed too low by Florida growers, though he had the U.S. anti-dumping measures removed in a World Trade Organization case that closed in 2013.
  90. 90. COFFEE COMMODITY NEWS 93 Coffee Gets Boost From Dry Outlook in Brazil Wall Street Journal - 2/7/2015 2:15:53 AM The worst drought in decades crimped the Arabica crop in Brazil, the world’s largest coffee producer. Arabica is a type of coffee prized for its mild flavor. In recent weeks, Arabica prices have been volatile as the weather outlooks have shifted.
  91. 91. PALM OIL COMMODITY NEWS 94 Status and prospects of oil palm in the Brazilian Amazon Brazilian Amazon has suitable, cleared land for oil palm twice that used worldwide. • Government proposes measures to ensure sustainable oil palm growth in the region. • Oil palm area in Brazilian Amazon poised to grow 6-fold between 2005 and 2015. • Almost half of all palm oil produced in 2015 will become biofuel. • Trends indicate Brazil may become leading biodiesel producer and exporter.
  92. 92. 95 Ethanol prices rise in Brazil after measures to boost gasoline taxes Sao Paulo (Platts)-30Jan2015/236 pm EST/1936 GMT •Ethanol prices in Brazil have been on the rise following recent measures to increase gasoline taxes in the country. Since the announcement on taxes made by the country's finance minister January 19, ex-mill hydrous fuel ethanol prices assessed by Platts have surged 7%. SUGAR/ETHANOL COMMODITY NEWS
  93. 93. 96 Cocoa, Once Hot, Is Facing a Chill Wall Street Journal - 1/27/2015 11:57:25 PM Prospects for slowing growth in both developed and emerging markets are pushing down cocoa prices, the main ingredient in chocolate ... Processors in those regions ground nearly 590,000 metric tons of cocoa beans into products, including cocoa butter. COCOA COMMODITY NEWS
  94. 94. III.C. PEER* REVIEW/COMPETITIVE ANALYSIS WHERE IS THE NEW THINKING COMING FROM? WHO IS GENERATING NEW IDEAS? WHO HAS TRACTION? 98 Peer What do they do in Brazil? Rainforest Alliance (RA) Has a Brazil-based partner; OELA, the Rainforest Alliance's Brazil-based partner, is doing to help the people of Boa Vista do Ramos improve their lives while ensuring the long-term health of the forest. Greenpeace Greenpeace is campaigning for an end to deforestation in the Amazon by 2015. Very involved in the timber industry, their global work has created case studies collaborating with forest product companies. These analyses are useful globally. Forest Stewardship Council (FSC)It is widely accepted that forest resources and associated lands should be managed to meet the social, economic, ecological, cultural and spiritual needs of present and future generations. This standard shall be used in FSC timber & non-timber forest management certification audits, for traditional communities, indigenous peoples and small-scale producers in Brazil.^^ World Wildlife Fund (WWF) Reducing the environmental impacts of agriculture At the local level... WWF is also working with small farmers to identify how the negative environmental impacts of soy production can be reduced. Globally... At the global level, WWF, companies, NGOs, and banks have initiated the international Round Table on Responsible Soy. They also work to create standards increasing efficiency including educating ranchers on land re-use. They are involved in hydropower ecology and legal production of timber. UTZ Active in certification of tea and coffee. Children of coffee farmers sent to school rather than put to work. ... The top UTZCertified origin countries are Brazil, Vietnam and Honduras. UTZ Certified, 4C Association each sign landmark agreements with Brazilian state government, aligning their respective codes of conduct. published 9/12/2013.
  95. 95. PART IV STRATEGY DESCRIPTION 99
  96. 96. IV. A. POSITION STATEMENT -Draft 1.0: Rainforest Alliance is able to tackle many of India’s most pressing conservation and social development needs by capitalizing on India’s rapid development as a consumer economy. We do this by creating value for sustainably-produced products within the domestic and international markets they are traded and sold in. We work with farmers and foresters to promote the adoption of sustainability standards and bespoke solutions and with businesses and consumers, to build an understanding of their value and a demand for the resulting products. 100
  97. 97. IV.B. STRATEGY OVERVIEW 101 RA VISION PEOPLE AND PLANET, PROSPERING TOGETHER RA MISSION Biodiversity Conserved Sustainable livelihoods Ensured Land use practices Transformed Business practices Transformed Consumer behavior Transformed POSITION STATEMENT Rainforest Alliance is able to tackle many of India’s most pressing conservation and social development needs by capitalizing on the country’s rapid development as a consumer economy. We do this by creating value for sustainably-produced products within the domestic and international markets they are traded and sold in. We work with farmers and foresters to promote the adoption of sustainability standards and bespoke solutions and with businesses and consumers, to build an understanding of their value and a demand for the resulting products. GOAL Establish Rainforest Alliance in India as the principle, independent partner for delivering sustainability solutions within the agricultural, forestry and consumer sectors that it works with, ensuring these solutions contribute to established India-specific aspirations for mindful and meaningful consumption. INDIA- SPECIFIC STRATEGIC OBJECTIVES Align the work of Rainforest Alliance in India with India- specific conservation needs. Conserve and regenerate the production landscape through the adoption of sustainable practices Use the SAN standard and other tools, including the formation of local community organisations, to ‘drill down to’ and address poverty within production landscapes. An active network of partners and stakeholders across India, working towards agreed goals that are compatible with and progress our mission. Rainforest Alliance is a major force in driving the trading, processing and purchasing of sustainably grown products across value chains and enables the communication of this to end consumers through the use of the RA certified seal and other initiatives. The behavior of Indian consumers is influenced positively by their understanding of the linkages between purchasing Rainforest Alliance Certified and other sustainably gown products and the impact this has on India rural society, its production landscapes and biodiversity. 1. Improve and innovate around our core work in sustainability standards, commodities, assurance, market linkages, technical assistance, and M&E to deliver deeper impact, wider reach, and better value. 2. Work with supply chain partners, form local community groups and engage local and national government around proactive land use planning and landscape conservation initiatives that combine restoration of degraded land, reforestation, and sustainable farming methodologies that compatible with a healthy, productive ecosystems. 5. Raise awareness of sustainability and the RA brand’s contribution to a mindful lifestyle among key influencers in priority markets
  98. 98. IV.C. CORE STRATEGY COMPONENTS 102 Core Strategies Key Initiatives, Projects, and Services 1 1.1 1.2 1.3 1.4
  99. 99. IV.C. CORE STRATEGY COMPONENTS 103 Core Strategies Key Initiatives, Projects, and Services 2 2.1 2.2 2.3
  100. 100. IV.C. CORE STRATEGY COMPONENTS 104 Core Strategies Key Initiatives, Projects, and Services 3. 3.1 3.2
  101. 101. IV.C. CORE STRATEGY COMPONENTS 105 Core Strategies Key Initiatives, Projects, and Services 4. 4.1 4.2
  102. 102. IV.C. CORE STRATEGY COMPONENTS 106 Core Strategies Key Initiatives, Projects, and Services 5. 5.1 5.2 5.3 5.4 5.5 5.6.
  103. 103. IV.C. CORE STRATEGY COMPONENTS 107 Core Strategies Key Initiatives, Projects, and Services 6. 6.1 6.2 6.3 6.4 6.5
  104. 104. IV.D. ALIGNMENT WITH RA STRATEGIC PLAN (FY16-20) 108 List relevant STRATEGIC OBJECTIVES List relevant KEY INITIATIVES List relevant KPIs Contribution of strategy 1 All key initiatives under objective 1 1 2 All key initiatives under objective 2 2 3 All key initiatives under objective 3 3 4 All key initiatives under objective 4 1, 4 5 All key initiatives under objective 5 5, 6 6 All key initiatives under objective 6 1,2,3,4,5,6,7
  105. 105. PART V IMPLEMENTATION, FEASIBILITY AND RISK 109
  106. 106. V.A. IMPLEMENTATION MILESTONES 110 Comp onent FY16 FY17 FY18 FY19 FY20 Committed / in hand FTEs Budget Countri es China Projected / incremental FTEs Budget Countri es China
  107. 107. V.B. FEASIBILITY ASSESSMENT 111 Key Initiative Key Stakeho lders Key Services Core Delivery Model Core Revenue Model NEW Resource Requirements (as applicable) Skills/ Capabilities Technical Organization/ Management Partner(s)/ Contractor(s)
  108. 108. 112 Key Initiative Key Stakeholders Key Services Core Delivery Model Core Revenue Model NEW Resource Requirements (as applicable) Skills/ Capabilities Technical Organization/ Management Partner(s)/ Contractor(s) V.B. FEASIBILITY ASSESSMENT
  109. 109. PART VI MONITORING AND EVALUATION FRAMEWORK 113
  110. 110. VI.A. THEORY OF CHANGE 114 EXAMPLE
  111. 111. VI.B. RESULTS MATRIX 115 RESULTS MATRIX [Core Strategy 1 ] [Outcome] Indicators Baseline Target [Core Strategy 2] [Outcome] Indicators Baseline Target [Core Strategy 3] [Outcome]
  112. 112. VI.B. RESULTS MATRIX 116 [Core Strategy 4] [Outcome] Indicators Baseline Target [Core Strategy 5] [Outcome] Indicators Baseline Target [Core Strategy 6] [Outcome] Indicators Baseline Target
  113. 113. Q & A 117
  114. 114. REFERENCES • See ‘notes’ referring to the externally sourced information for each slides. 118
  115. 115. PART VI ANNEX 119
  116. 116. 120 BRAZIL’S AND RA’S PRIORITY CROPS
  117. 117. PART VI-ANNEX -- ADDITIONAL INFORMATION For the most up to date information on ecological organizations operating in Brazil, go to: http://www.ecolabelindex.com/ecolabels/?st=country,br 121

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