The power of names and narratives (brand story) in supporting fair trade. Presentation given at the Green Dinner at Clare College, Cambridge - 2014, representing Traidcraft.

1. Fair Trade
Of Names and Narratives

3. My short version of events…

5. Back in Cambridge…
My Uncle Edwin’s
coffee beans!

6. The trade value of names and narratives
• Uniqueness
• Reputation
• Tradition
Intangibles
BRANDS

7. The value of intellectual property
“It is estimated that by 2007… as much as
90% of the value of the world’s top 2000
enterprises will consist of intellectual
property” Price Waterhouse Coopers

8. Ethiopia Case – Light Years IP
Distinctive Values in African Exports: How Intellectual Property can raise export income and alleviate poverty.
• 2006/7 Export Income from Harar,
Sidamo and Yirgacheffe coffee - $100M
• Revenue in global retail markets -
$2000M
2004 – Light Years IP + Ethiopian IPO +
Ethiopian Fine Coffee Stakeholder
Committee.
• First country to register trademarks for
its coffee.
• First country to issue licences for its
coffee.

9. The trade value of names and narratives
Brand Management Policies
• Trademark (name ownership) – move
from commodities to assets.
- Trademark registrations in 30 countries.
• Licence (narrative) – set out distribution
terms + own brand quality control.
- Distributors required to obtain licenses.
Licensees include:
 Starbucks
 Taylors of Harrogate
 Green Mountain Coffee

10. Brand management policies
RESULT – 2007- 2010:
$200M extra revenue (100%
increase) for 4 million fine coffee farmers
and small traders
Benefit for distributors
• Contribute views and energy to joint
promotions.
• Jointly secure access to increased supply
of unique coffee.
Future
Increased awareness through umbrella
brand for the largest range and types of
unexposed fine coffees, potential value in
export income in excess of $1.2bn p.a.

11. Fair Trade is owning your brand
It is about Hadhi (Dignity)
http://youtu.be/_D-
bnsyJjZI?list=PL654D11C739CBB876

12. Asante (Thank You)