This session introduces Fair Trade USA's new Impact Measurement and Management Framework, which has been developed to define, measure and communicate – in a systematic and unified way – the impacts Fair Trade enables for farmers, workers, businesses and consumers. The Framework generates new insight into the complex relationships between value creation (risk management, reliable production, profitable growth), sustainable livelihoods (human well-being, income empowerment, environment sustainability) and consumer activation (product choice, preference for Fair Trade). It is built on a holistic theory of change and relies heavily on analyzing multiple streams of data from the field, as well as academic research and a storytelling component.

1. Fair Trade USA’s New Impact Measurement and
Management Framework
Mary Jo Cook, Fair Trade USA @fairtradeusa
Jenny Burns, Honest Tea @HonestTea

2. Defining, Measuring
& Communicating Impact
0
Mary Jo Cook
Chief Impact Officer
Jenny Burns
Director, Mission

3. Businesses
Outcomes
Consumer
Farmers & Workers
Sustainable Livelihoods
Value CreationActivation

4. BusinessesConsumer
Approach Farmers & Workers
Sustainable Livelihoods
Activation Value Creation
Systematic Data
Storytelling
Deep
Dives

5. Systematic Data
Goal KPI Core Survey Questions
Income Productivity Since joining the org, has your production:
Net Income In the last year, relative to your harvest costs, was the
income from [FT crop]
Viability How likely do you see yourself or someone in your family
continuing to grow [FT crop] on your farm in years?
Food
security
Have you sufferedhunger in the last year?
Which months?
Clean water In minutes, how long does it take you to get to
drinking/potablewater, get it and come back?
Sales About how much of your [Ft crop] did you sell to [coop
name/map name] last harvest
Empower Grievance Do you know how to communicate a complaint or make a
recommendation to mgmt?
Premium How satisfied are you that your opinion was considered
during the decision making process on premium?
Well-
being
Education How many children in secondary school age do you have
in your household?
Education How many of these children are in secondary school?
PPE use How often do you wear protective equipment when
applying agrochemicals?
Environ Soil What practicesdo you use your on farm?
Audit Survey

6. 4
Ivory Coast
Field Trial
Income
Sustainability
• Access to sufficient food
• Desire to remain in cocoa farming
• Investing in production
Empowerment
Well-Being
• Access to healthcare
• Enrollment in school
• Access to drinking water
• Use of personal protective equipment
• Incidents of child labor found
Environmental
Stewardship
• Disposal of agrochemical containers
Fair Trade
Approach
Survey

7. 5
Baseline
• Increased plantings
• Kids to school
• Access to clean drinking water
• Pesticide containers safely disposed
• Farming is unattractive
• Yields only average
• Low fertilizer usage – but would if they had means
• People are hungry
• Little medical care
• Low use of protective equipment
So What
Community
Development
Premiums
+
Fertilizer & Planting
Materials
+
Agricultural
Training
+
Fair Trade
Committee
Good News Progress Needed

8. 6
About
 Location
 History
 Number of Members
Storytelling
Wuyuan Xitou
Tea Farmers’ Association
Greatest Needs
 Education
 Productivity
Fair Trade Impact
 University Scholarships
 New processing facility
 Productivity

9. 7
Storytelling
Wuyuan Xitou Tea Farmers’ Association

10. Deep Dive: Leveraging Premiums
 5,000 tea pickers and their families
 50% had never had an eye exam
 75% had never owned a pair of glasses
 >70% saw improved performance at work / school
Going forward
 Repeat at second tea estate
 Institutionalize approach
“How can we make investments at origin go further?”

11. Businesses
Questions
Consumer
Farmers & Workers
Sustainable Livelihoods
Value CreationActivation

12. www.SustainableBrands.com