1. Global
Product
Management (GPM)
Information Days 2012
© Fairtrade 2010

2. Contents
• Mission of the GPM Unit
• Staffing
• Leading and Coordinating Product
Strategies
• Examples of Delivery
Global Product Management (GPM)
© Fairtrade 2012
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3. Mission
Global Product Management provides
the product knowledge, tools,
information and strategic product
direction to ensure trade with integrity
that deepens and broadens the impact
of Fairtrade while satisfying the
increasing demand for Fairtrade
products.
© Fairtrade 2012 Global Product Management (GPM)
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4. Why the big • A need to Focus.
6 products:
bananas, cocoa,
coffee, cotton, tea, • Big 6: largest share of business, impact, and
sugar.
potential for growth.
© Fairtrade 2012 Global Product Management (GPM)
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5. Staffing
Director Martin Hill
Coffee Lee Byers
Rene Capote
Cocoa In Recruitment
Cotton Damien Sanfilippo
Textiles Rossitza Krueger
Tea, Herbal teas Lee Byers
Bananas Silvia Campos and Martin Blaser (MHCH)
Sugar Monika Berresheim
© Fairtrade 2012 Global Product Management (GPM)
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6. Leading and
Coordinating
Product Strategies
© Fairtrade 2012 Global Product Management (GPM)
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7. The Role of Global Product Managers: Service Provider
“The Product Expert” “The Global Coordinator”
• Product meetings and Working Groups
• Technical insight for FLO Units • Consolidation of supply and demand
information.
• Resource to LIs and PNs
• Information centre (risks, opportunities,
• Support deals and key meetings
supply shifts, demand shifts)
• Sector events, panels
• Product Advisory Councils (PAC),
• Point-person for the product networks of experts to help provide context
and ideas
Lead and Coordinate Global Product Strategies
© Fairtrade 2012 Global Product Management (GPM)
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8. The Mission in Action
INPUTS FILTER RESULT OUTPUTS
•Supply information •Market strategies for unsold product
Strategies and Policies
•Demand information •Sourcing insight for markets
Board Direction
Product
•Supply chain mapping Strategy / •Supply chain strategies
Product
•Market intelligence “Fairtrade •Fairer competition strategy
Ethos”
•Product expertise •Standards advice, pricing insight
•Advisory Councils •Policy insight
Producers – PNs – LIs – FLO – FLO-Cert – Experts
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9. Examples of Delivery
Deal support in cocoa
• Attending the “big deal” meetings in cocoa to ensure expertise.
A scalability model for tea
• Using the PAC and working with the networks for a new model for tea.
Bananas. Premium reporting requirement added to Fairtrade standards.
• Resulting from PAC recommendation, ensuring transparency.
A New Model for Cotton
• Building a new model for cotton, tailored toward specificities of textile industry.
Coffee Action Plan
• Example: Coffee help desk, Risk management producer training, Price and Standard
Review 2010-11, contract mediation, compensation mechanisms.
Sugar strategy with standards fit for growth, ensuring impact and transparency at
producer level, minimizing risks:
• Collaboration with Lis, traders, PNs and producers
© Fairtrade 2012 Global Product Management (GPM)
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10. Thank you
Global Product Management (GPM)
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