12. The Total Value Chain - a case study:
from Chinaās Yellow Mountains
13. The Total Value Chain - a case study:
from Chinaās Yellow Mountains
14. How we created a market for organic green tea in Europe;
and livelihoods for communities in China in so doing.
The Jiangxi Tea farmers case history
15. PRODUCTION.
Until 1997, green tea had been sold by state-run
cooperatives as a low-priced commodity.
Then the cooperatives were dissolved;
management disappeared: the farmers were
abandoned.
MARKET
In 1997 Europe, green tea was almost unknown.
In the UK' people drank mainly cheap black tea,
with milk and sugar. Tea culture and ritual had
almost disappearedā¦.
16. Qi teas - One supply chain.
Rigorous, consistent, Western-trained Chinese management.
Now produces superb teas ā Wins UK Great Taste Gold Award!
PRODUCTION. Created a co-operative across 13 mountain villages, WITH
social and commercial arms. Constructed Tea factories
The cooperativesā tea production now
ā¢ Exceeds all E.U minimum standards for production and employment.
ā¢ Provides full traceability, Benefits from full organic/other
certifications: e.g. Fair Trade; Ecocert Organic; ISO, HACCP, etc.
ā¢ Supports Roads, Schools, English teaching, Hospitals .
MARKET
ā¢ In 1997, demand beginning for white teas, organic
products, Fairtrade Labelling International began.
ā¢ Qi launched the first Chinese organic green tea -
ā¢ With professional branding, design, packaging
17. Has it helped
the villagers
and farmers?
Last years sales
of tea had a
value of $3.25
Million USD.
Economic ā The farmers get higher
prices and guaranteed minimum
prices and advance warning how
much of each type is needed.
Employment: More direct jobs in
the village ā secondary processing,
packing factory,ā all Fairtrade
registered.
Livelihoods: These in turn create
local livelihoods ā printers,
packagers, cooks, accountants,
lawyers, cleaners, drivers.
26. INSERT THE QUIET HEART
ā¢ SLIDE EXPLAINING NEED FOR BRAND AND SLOGAN
TO DIFFERENTIATE THE COUNTRY OR THE BRAND IN
WAYS THAT MATTER TO THE TARGET AUDIENCE
Through export marketing - relating the right foreign consumer to the producer of the right product,
through a consumer-determined Total Value Chain
By āeffectivelyā, we mean both credible standards and sophisticated branding incorporating, for example, provenance and national imagery; and also a credible and persuasive competitive advantage.
The competitive advantage might be functional - a health benefit, say, or perception (the romance of a hill tribe, say) or somewhere between the two (traditional methods of production, traditional variety, etc..
Through export marketing - relating the right foreign consumer to the producer of the right product,
through a consumer-determined Total Value Chain