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Inspiring stories from destinations
Our Roots
Premruethai (Dtor) was born in Sri Saket, NE Thailand. She is
native Kuy, an ethnic group living on the Thai-Cambodian
border. Kuy people have a distinct culture, language, arts and
crafts. From childhood, Premruethai was surrounded by silk,
artisans, festivals and the friendly warmth of rural Thai life.
Premruethai loves her roots and has worked for years to
support social, cultural and environmental work in her village.
She works closely with a network of Buddhist Monks and
laypeople who are striving towards a green and good Thailand.
Peter was born in England. He
has lived in Thailand for 12
years, inspired by Thailand’s
culture, colour and diversity.
Peter has been an English
teacher, Responsible Travel
Coordinator for Intrepid
Travel and worked with Thai
colleagues to establish the
Thailand Community Based
Tourism Institute , which works
alongside Thai communities to
set up cultural exchange
programs to share local Thai
life and culture with visitors.
Worked with women in my village to establish ‘Tae Moh Hai’:
Natural dying, cutting, stitching. Youth work with local Temple
The seeds of the Family Tree were planted in 2006
This was a great time, but it was
difficult to build a sustainable,
social enterprise based on one
main product (natural dyed silk),
with limited production… We were
too far from markets to learn what
people needed and wanted easily .
We are proud to celebrate and support 40 + inspiring social, culturalWe are proud to celebrate and support 40 + inspiring social, culturalWe are proud to celebrate and support 40 + inspiring social, culturalWe are proud to celebrate and support 40 + inspiring social, cultural
& environmental initiatives around Thailand:& environmental initiatives around Thailand:& environmental initiatives around Thailand:& environmental initiatives around Thailand:
Local community, arts and crafts groupsLocal community, arts and crafts groupsLocal community, arts and crafts groupsLocal community, arts and crafts groups
Green, environmentGreen, environmentGreen, environmentGreen, environment----friendly products;friendly products;friendly products;friendly products;
Exceptional , independent artisansExceptional , independent artisansExceptional , independent artisansExceptional , independent artisans
20112011…
@Hua Hin
Prachuab Khirikhan
Thailand
Hua Hin is a charming,
4-5 star, family-friendly
beach destination. Visitors
stay in comfortable resorts
for 1-2 week holidays.
We wondered how
receptive these kinds of
tourists would be to a
Responsible Tourism /
Fair Trade message…?
We opened The Family Tree in the heart
of Hua Hin’s tourist center … offering
authentic, meaningful, Thai arts & crafts,
and sharing inspiring stories of Thai
artisans and social and environmental
initiatives… opening a new market space
to support great work across Thailand….
Our partners’ storiesOur partners’ storiesOur partners’ storiesOur partners’ stories
Thailand’s No 1 masterThailand’s No 1 masterThailand’s No 1 masterThailand’s No 1 master
of naturalof naturalof naturalof natural----dyed silkdyed silkdyed silkdyed silk
Learned from mother inLearned from mother inLearned from mother inLearned from mother in
lawlawlawlaw ---- established women’sestablished women’sestablished women’sestablished women’s
group in her village…group in her village…group in her village…group in her village…
Awarded by the QueenAwarded by the QueenAwarded by the QueenAwarded by the Queen
Groups of artisans withGroups of artisans withGroups of artisans withGroups of artisans with
HIVHIVHIVHIV----AIDSAIDSAIDSAIDS
Make jewelry fromMake jewelry fromMake jewelry fromMake jewelry from
disused coconut shellsdisused coconut shellsdisused coconut shellsdisused coconut shells
Earn income, sense ofEarn income, sense ofEarn income, sense ofEarn income, sense of
community, not lonelycommunity, not lonelycommunity, not lonelycommunity, not lonely
Rural communityRural communityRural communityRural community
group who love traditionalgroup who love traditionalgroup who love traditionalgroup who love traditional
N.E. Thai arts and wantN.E. Thai arts and wantN.E. Thai arts and wantN.E. Thai arts and want
to keep them alive…to keep them alive…to keep them alive…to keep them alive…
Several artists workSeveral artists workSeveral artists workSeveral artists work
together on one canvass!together on one canvass!together on one canvass!together on one canvass!
Their ancestors wereTheir ancestors wereTheir ancestors wereTheir ancestors were
Masters swordMasters swordMasters swordMasters sword----smithssmithssmithssmiths
in ancient Siamin ancient Siamin ancient Siamin ancient Siam
Now using these skillsNow using these skillsNow using these skillsNow using these skills
to make suburb cutlery…to make suburb cutlery…to make suburb cutlery…to make suburb cutlery…
Photos (real people we know), posters, pamphlets,Photos (real people we know), posters, pamphlets,Photos (real people we know), posters, pamphlets,Photos (real people we know), posters, pamphlets,
postpostpostpost----card, tags, poems, see how it’s made…by whocard, tags, poems, see how it’s made…by whocard, tags, poems, see how it’s made…by whocard, tags, poems, see how it’s made…by who
PresentationPresentationPresentationPresentation
EquipmentEquipmentEquipmentEquipment
Show real equipment,Show real equipment,Show real equipment,Show real equipment,
Or at least photos which showOr at least photos which showOr at least photos which showOr at least photos which show
how products are made / recycled…how products are made / recycled…how products are made / recycled…how products are made / recycled…
InteractiveInteractiveInteractiveInteractive
& educational& educational& educational& educational
Click hereClick hereClick hereClick here ----
KaenKaenKaenKaen
SchoolSchoolSchoolSchool
All shopped out? A smile, a seat and good Information…All shopped out? A smile, a seat and good Information…All shopped out? A smile, a seat and good Information…All shopped out? A smile, a seat and good Information…
Equipped for Children and Husbands ;Equipped for Children and Husbands ;Equipped for Children and Husbands ;Equipped for Children and Husbands ;----))))
“Fair Trade is a trading partnership,
based on dialogue, transparency and
respect, that seeks greater equity in
international trade. Fair Trade
contributes to sustainable
development by offering better
trading conditions to, and securing
the rights of, marginalized producers
and workers – especially in the
South." (WFTO, November 2009)
Why Fair Trade? The Family Tree wants
to benefit the artisans who make our
products, our customers, our country,
the environment and our family.
www.wfto.com
The Family Tree are for Fair Trade because this movement respects
and values producers and customers as people, working together
towards a better life and a better world. This is a meaningful goal.
The Family Tree is operated according to the principles of Fair Trade
10 Principles
of Fair Trade
The 10 Principles of Fair Trade…for us…
1. Creating opportunities for economically disadvantaged producers
100% of our products are made in Thailand. At least 90% of our products are sourced
from community groups, social and environmental initiatives and rural artisans.
2. Transparency and accountability
‘Keystone’ pricing: Artisans receive av. 50% of retail price = over 3,000,000 THB
(US$100K) since 2011… Remaining income covers shop rent (expensive area), staff
salaries, utility bills, marketing, taxes, etc. We are aiming for a 5-10% gross profit.
We provide high-quality information about our artisan partners to our customers.
3. Fair Trading Practices
Mutual respect, payment on time / in advance on request. We don’t copy designs.
4. Payment of a fair price
Consult with producers. Accept their prices and test the market. Never push.
5. No child labour
We always ask if children are employed and do not buy from businesses using child
labour. However, we do support children learning / practicing arts and crafts, for short
periods of time (1-2 hrs per day), in safe conditions, supervised by responsible adults.
6 No-discrimination, gender equality, freedom of association
Managed by Premruethai, with 2 female staff and one male staff (Peter).
Sourcing and special promotions of goods made by women’s and community groups.
7 Ensuring good working conditions
Always ask about conditions. Visit our regular suppliers to assess for ourselves.
8 Providing capacity building
We motivate and educate our team about fair trade and environmental issues;
Training for women’s group in Sri Saket: dying, cutting stitching since 2006;
Discuss / share feedback with our suppliers regularly. Join Thai Fair Trade events;
We are a new business, and during the first 2 years, we needed to concentrate on
making the shop work. We will implement more training on the ground in the future.
9 Promoting Fair Trade
Website, Facebook, face to face in the shop, here and now with this award!
10 Respect for the environment
Minimum contributions to social and environmental work are budgeted fixed costs ;
Many products from recycled materials: paper, plastic, leather, silk cocoons, teak…;
Lead Greener Tomorrow tree planting project….$3000USD, 40,000 trees since 2009;
Shop uses LED lighting, recycled materials, hand-made bags from mulberry paper.
Thai government
Green initiatives
Inspired, independent,
green hearted artisans
Great work
By NGOs
Since 2006, we have worked with
Buddhist monks and a network of
friends to plant trees. We initiated
the Greener Tomorrow project to
plant 84,000 trees for HM the King of
Thailand. 2011-13, our shop donated
over $3000 USD to tree planting. We
also coordinate with the network to
ensure that for every 1000 Baht spent
in the shop, at least 1 tree is planted.
We Actively Support
Hua Hin…Our Destination:
Help to promote green and good
tourism in and around Hua Hin…
Helping Hua Hin to attract more
green and good tourists…
Our work helps confirm to the tourism industry that
Yes, with quality partners, products and information, complemented
by sufficient investment of time… there is interest and demand for
‘good’ and ‘green’, ‘responsible’ and ‘fair’ among mainstream tourists
from Europe, the US, Australia, NZ…. Hong Kong, Singapore… Shianghai!
The Family Tree
7 Naresdamri Road,
Hua Hin, Thailand, 77110.
Premruethai.t@familytree-huahin.com
Tel / Fax +66 (0) 32 511 716
Mobile: +66 (0) 81 809 5083
Open 10.00 – 22.00 Daily
www.familytree-huahin.com

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Inspiring Stories from Destinations

  • 1. Inspiring stories from destinations
  • 2. Our Roots Premruethai (Dtor) was born in Sri Saket, NE Thailand. She is native Kuy, an ethnic group living on the Thai-Cambodian border. Kuy people have a distinct culture, language, arts and crafts. From childhood, Premruethai was surrounded by silk, artisans, festivals and the friendly warmth of rural Thai life. Premruethai loves her roots and has worked for years to support social, cultural and environmental work in her village. She works closely with a network of Buddhist Monks and laypeople who are striving towards a green and good Thailand. Peter was born in England. He has lived in Thailand for 12 years, inspired by Thailand’s culture, colour and diversity. Peter has been an English teacher, Responsible Travel Coordinator for Intrepid Travel and worked with Thai colleagues to establish the Thailand Community Based Tourism Institute , which works alongside Thai communities to set up cultural exchange programs to share local Thai life and culture with visitors.
  • 3. Worked with women in my village to establish ‘Tae Moh Hai’: Natural dying, cutting, stitching. Youth work with local Temple The seeds of the Family Tree were planted in 2006 This was a great time, but it was difficult to build a sustainable, social enterprise based on one main product (natural dyed silk), with limited production… We were too far from markets to learn what people needed and wanted easily .
  • 4. We are proud to celebrate and support 40 + inspiring social, culturalWe are proud to celebrate and support 40 + inspiring social, culturalWe are proud to celebrate and support 40 + inspiring social, culturalWe are proud to celebrate and support 40 + inspiring social, cultural & environmental initiatives around Thailand:& environmental initiatives around Thailand:& environmental initiatives around Thailand:& environmental initiatives around Thailand: Local community, arts and crafts groupsLocal community, arts and crafts groupsLocal community, arts and crafts groupsLocal community, arts and crafts groups Green, environmentGreen, environmentGreen, environmentGreen, environment----friendly products;friendly products;friendly products;friendly products; Exceptional , independent artisansExceptional , independent artisansExceptional , independent artisansExceptional , independent artisans 20112011…
  • 5. @Hua Hin Prachuab Khirikhan Thailand Hua Hin is a charming, 4-5 star, family-friendly beach destination. Visitors stay in comfortable resorts for 1-2 week holidays. We wondered how receptive these kinds of tourists would be to a Responsible Tourism / Fair Trade message…? We opened The Family Tree in the heart of Hua Hin’s tourist center … offering authentic, meaningful, Thai arts & crafts, and sharing inspiring stories of Thai artisans and social and environmental initiatives… opening a new market space to support great work across Thailand….
  • 6. Our partners’ storiesOur partners’ storiesOur partners’ storiesOur partners’ stories Thailand’s No 1 masterThailand’s No 1 masterThailand’s No 1 masterThailand’s No 1 master of naturalof naturalof naturalof natural----dyed silkdyed silkdyed silkdyed silk Learned from mother inLearned from mother inLearned from mother inLearned from mother in lawlawlawlaw ---- established women’sestablished women’sestablished women’sestablished women’s group in her village…group in her village…group in her village…group in her village… Awarded by the QueenAwarded by the QueenAwarded by the QueenAwarded by the Queen Groups of artisans withGroups of artisans withGroups of artisans withGroups of artisans with HIVHIVHIVHIV----AIDSAIDSAIDSAIDS Make jewelry fromMake jewelry fromMake jewelry fromMake jewelry from disused coconut shellsdisused coconut shellsdisused coconut shellsdisused coconut shells Earn income, sense ofEarn income, sense ofEarn income, sense ofEarn income, sense of community, not lonelycommunity, not lonelycommunity, not lonelycommunity, not lonely Rural communityRural communityRural communityRural community group who love traditionalgroup who love traditionalgroup who love traditionalgroup who love traditional N.E. Thai arts and wantN.E. Thai arts and wantN.E. Thai arts and wantN.E. Thai arts and want to keep them alive…to keep them alive…to keep them alive…to keep them alive… Several artists workSeveral artists workSeveral artists workSeveral artists work together on one canvass!together on one canvass!together on one canvass!together on one canvass! Their ancestors wereTheir ancestors wereTheir ancestors wereTheir ancestors were Masters swordMasters swordMasters swordMasters sword----smithssmithssmithssmiths in ancient Siamin ancient Siamin ancient Siamin ancient Siam Now using these skillsNow using these skillsNow using these skillsNow using these skills to make suburb cutlery…to make suburb cutlery…to make suburb cutlery…to make suburb cutlery…
  • 7. Photos (real people we know), posters, pamphlets,Photos (real people we know), posters, pamphlets,Photos (real people we know), posters, pamphlets,Photos (real people we know), posters, pamphlets, postpostpostpost----card, tags, poems, see how it’s made…by whocard, tags, poems, see how it’s made…by whocard, tags, poems, see how it’s made…by whocard, tags, poems, see how it’s made…by who PresentationPresentationPresentationPresentation
  • 8. EquipmentEquipmentEquipmentEquipment Show real equipment,Show real equipment,Show real equipment,Show real equipment, Or at least photos which showOr at least photos which showOr at least photos which showOr at least photos which show how products are made / recycled…how products are made / recycled…how products are made / recycled…how products are made / recycled…
  • 10. Click hereClick hereClick hereClick here ---- KaenKaenKaenKaen SchoolSchoolSchoolSchool All shopped out? A smile, a seat and good Information…All shopped out? A smile, a seat and good Information…All shopped out? A smile, a seat and good Information…All shopped out? A smile, a seat and good Information… Equipped for Children and Husbands ;Equipped for Children and Husbands ;Equipped for Children and Husbands ;Equipped for Children and Husbands ;----))))
  • 11. “Fair Trade is a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in international trade. Fair Trade contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers – especially in the South." (WFTO, November 2009) Why Fair Trade? The Family Tree wants to benefit the artisans who make our products, our customers, our country, the environment and our family. www.wfto.com The Family Tree are for Fair Trade because this movement respects and values producers and customers as people, working together towards a better life and a better world. This is a meaningful goal. The Family Tree is operated according to the principles of Fair Trade 10 Principles of Fair Trade
  • 12. The 10 Principles of Fair Trade…for us… 1. Creating opportunities for economically disadvantaged producers 100% of our products are made in Thailand. At least 90% of our products are sourced from community groups, social and environmental initiatives and rural artisans. 2. Transparency and accountability ‘Keystone’ pricing: Artisans receive av. 50% of retail price = over 3,000,000 THB (US$100K) since 2011… Remaining income covers shop rent (expensive area), staff salaries, utility bills, marketing, taxes, etc. We are aiming for a 5-10% gross profit. We provide high-quality information about our artisan partners to our customers. 3. Fair Trading Practices Mutual respect, payment on time / in advance on request. We don’t copy designs. 4. Payment of a fair price Consult with producers. Accept their prices and test the market. Never push. 5. No child labour We always ask if children are employed and do not buy from businesses using child labour. However, we do support children learning / practicing arts and crafts, for short periods of time (1-2 hrs per day), in safe conditions, supervised by responsible adults.
  • 13. 6 No-discrimination, gender equality, freedom of association Managed by Premruethai, with 2 female staff and one male staff (Peter). Sourcing and special promotions of goods made by women’s and community groups. 7 Ensuring good working conditions Always ask about conditions. Visit our regular suppliers to assess for ourselves. 8 Providing capacity building We motivate and educate our team about fair trade and environmental issues; Training for women’s group in Sri Saket: dying, cutting stitching since 2006; Discuss / share feedback with our suppliers regularly. Join Thai Fair Trade events; We are a new business, and during the first 2 years, we needed to concentrate on making the shop work. We will implement more training on the ground in the future. 9 Promoting Fair Trade Website, Facebook, face to face in the shop, here and now with this award! 10 Respect for the environment Minimum contributions to social and environmental work are budgeted fixed costs ; Many products from recycled materials: paper, plastic, leather, silk cocoons, teak…; Lead Greener Tomorrow tree planting project….$3000USD, 40,000 trees since 2009; Shop uses LED lighting, recycled materials, hand-made bags from mulberry paper.
  • 14. Thai government Green initiatives Inspired, independent, green hearted artisans Great work By NGOs
  • 15. Since 2006, we have worked with Buddhist monks and a network of friends to plant trees. We initiated the Greener Tomorrow project to plant 84,000 trees for HM the King of Thailand. 2011-13, our shop donated over $3000 USD to tree planting. We also coordinate with the network to ensure that for every 1000 Baht spent in the shop, at least 1 tree is planted.
  • 16. We Actively Support Hua Hin…Our Destination: Help to promote green and good tourism in and around Hua Hin… Helping Hua Hin to attract more green and good tourists…
  • 17.
  • 18.
  • 19. Our work helps confirm to the tourism industry that Yes, with quality partners, products and information, complemented by sufficient investment of time… there is interest and demand for ‘good’ and ‘green’, ‘responsible’ and ‘fair’ among mainstream tourists from Europe, the US, Australia, NZ…. Hong Kong, Singapore… Shianghai!
  • 20. The Family Tree 7 Naresdamri Road, Hua Hin, Thailand, 77110. Premruethai.t@familytree-huahin.com Tel / Fax +66 (0) 32 511 716 Mobile: +66 (0) 81 809 5083 Open 10.00 – 22.00 Daily www.familytree-huahin.com