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Fair trade strategies for food and drinks companies


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Fair trade strategies for food and drinks companies

  1. 1. Fair Trade Strategies for Food and Drinks CompaniesPublished:May 2011No.Of Pages:82Price:US $ 2875IntroductionIn 2005, the global fair trade market broke through the €1 billion barrier and hasbeen growing strongly ever since, reaching an estimated value of €3.4 billion in2009. This level of development makes it one of the most promising trends for foodand drinks manufacturers, particularly in light of the growing pressure for corporateand social responsibility.Features and benefits* Assess the growth potential of key markets in the developed and developingworld.* Examine the evolution of well-established fair trade product categories via casestudies and individual product assessment.* Identify emerging product categories that offer significant developmentopportunities in the fair trade market.* Understand the progress made by private label offerings in the fair trade marketand evaluate the potential threat to branded propositions.* Identify the key challenges facing food and drinks in the fair trade sector andbenefit from useful insights into how to tackle them.Browse All Food and Beverages Market Research ReportsHighlightsThe global retail market for Fairtrade certified products has grown at a compoundrate of 32.5% over the period 2004-09. Considering the relatively mature state ofthe overall western food and drinks market, this represents a sizeable opportunityfor growth for manufacturers and distribution companies.If the leading Fairtrade retail markets (as recorded by FLO International) were toreplicate the sales per capita of Ireland, which has the highest penetration rate, thevalue of the fair trade market could reach €25 billion.Developing and implementing a credible and lasting fair trade strategy can no
  2. 2. longer be done in isolation and instead requires complete integration with other keyconsiderations, such a corporate policy towards the environment or health.Your key questions answered* What are the leading markets in the global fair trade food and drinks sector?* What are the key challenges facing the fair trade food and drinks market?* Which product categories offer the best opportunities for fair trade food anddrinks manufacturers?* What are the key building blocks of a sustainable fair trade strategy?* Who are the most innovative players on the global food and drinks fair trademarket?Table Of ContentsExecutive SummaryMarket dynamicsThe evolution of fair trade strategiesFair trade strategies case studiesThe evolution of fair trade new product developmentConclusions[Missing title]About the authorDisclaimerIntroductionWhat is this report about?What is fair trade?Fair trade in contextEthical tradeSustainable tradeCorporate Social ResponsibilityConclusionsKey playersFairtrade InternationalTraidcraftRainforest AllianceFair trade terminology and report scopeFair trade and corporate strategyReport structureNPD research methodologyMarket dynamicsSummaryIntroductionGlobal Fairtrade product sales
  3. 3. Number of Fairtrade certified producersRegional and national Fairtrade product salesGlobal Fairtrade sales by product categoryConclusionsThe evolution of fair trade strategiesSummaryIntroductionFrom charity shop to the mainstreamPhase 1: The genesis phasePhase 2: The niche market phasePhase 3: The mainstreaming phaseFair trade mainstreaming – Challenges and opportunities using the UK exampleCosting and price issuesPremiumizationProduct positioningThe distribution challengeBuilding credibilityFair trade and product category maturityFair trade and social mediaLeveraging the potential of social mediaRecruiting advocatesHarnessing the energy of flash mobsFair trade strategy case studiesSummaryIntroductionFair trade and sustainabilityAlignment with fair trade values and objectivesCafédirect – portrait of a pioneerA retailer’s ambitions – Marks & Spencer (M&S)A good value fit – Ben & Jerry’sA local champion – GEPA, the fair trade companyThe evolution of fair trade new product developmentSummaryIntroductionGlobal fair trade NPDRegional fair trade NPD dynamicsEvolution of product category NPDHot drinksConfectionerySoft drinksSpreadsDairyWinePasta, noodles and riceConclusionsSummaryIntroduction
  4. 4. Fair trade as a feature of provenanceThe future of fair trade by product categoryThe future of fair trade by marketFair trade mainstreaming challengesUsing a holistic sustainable strategy to build fair trade credibilityAbout Us:ReportsnReports is an online library of over 100,000+ market research reports andin-depth market research studies & analysis of over 5000 micro markets. Weprovide 24/7 online and offline support to our customers. Get in touch with us foryour needs of market research reports.Follow us on Twitter: Facebook Page: Rambler road,Suite727,Dallas,TX75231Tel: + 1 888 391 5441E-mail: sales@reportsandreports.comhttp://www.reportsnreports.comVisit our Market Research Blog