Fairtrade Fortnight project

Fairtrade Fortnight 2009 Co-ordinator, The Co-operative Food

Brief description of project:

The Co-operative is famous for Fairtrade. Over the last decade Food has driven what was thought by many to be destined to remain a niche market into a commercially viable consumer driven market worth £500M. Today, Fairtrade can be found in all major supermarkets as well as in fashion retailers, cafés, restaurants, on trains, etc. The Fairtrade grassroots movement – the campaigners who continue to lobby for trade justice - has been supported by our own membership base, and this holistic approach to Fairtrade, resulting from the affinity with co-operative values, is what sets us apart from our retail competition.

Back in 1998, we helped to create the first annual ‘Fairtrade Fortnight’ which aimed to become a platform for all participants in the movement to celebrate and campaign in unison to provide a critical mass and a voice for the producers behind the labels. Today’s Fairtrade Fortnight (23/2/09 – 8/3/09) is supported to varying degrees by the retail industry with visibility in store of offers, promotions, POS and new product launches. The Co-operative support remains unique. As well as offering the strongest campaigns and consumer offers, our co-operative difference lends a different dimension to our support.

Our members become very active during Fairtrade Fortnight and arrange their own events, support local campaign and community activity and add a significant message of co-operative commitment to our Food activity.

One of the key successes of 2008 was the hosting of a producer tour. Two Ghanaian cocoa farmers spent the 2 weeks with us and toured events and stores creating a real visibility of Fairtrade and through speaking and media engagements brought to life the real benefits of the consumer decision to buy Fairtrade. It is anticipated that in 2009, 2 coffee producers will be invited to spend Fairtrade Fortnight with us and play a similar role. 2009 represents the 5th anniversary since all Co-operative coffee became Fairtrade and this will be a campaign message.

Additionally there is a requirement for the co-ordination and production of new resources to support our Fairtrade Fortnight offer.

Aims of the project:

To plan and host a producer tour providing maximum profiling for Food and produce new Fairtrade resources to support our Fairtrade Fortnight 2009 activity.
To secure producers, plan and agree a suitable 2-week itinerary with regional membership teams, liase with campaigns/PR team to maximise local/regional/national PR Food opportunities, host the visitors and act as chaperone for the duration of the visit.
This will involve extensive planning, negotiation, co-ordination and UK wide travel.

The major output of this project are:

A high profile Co-operative ‘Fairtrade producer tour’ which creates a regional and national awareness of our 5 year Fairtrade coffee anniversary that provides local PR opportunity for Food as well membership.
A suite of new resources to support activity including a new guide to Fairtrade booklet, DVDs and sample packs for regional events.
A successfully co-ordinated Fairtrade Fortnight that links the Food offer with regional membership events and campaigning.
PR and media coverage for this Food driven activity
The personal and knowledge development of the graduate in the area of Fairtrade, one of our most significant Brand attributes

How this project contributes to the strategy of the department and business:

While the Fairtrade strategy development has become BAU, specific focus is required annually to drive visibility and profile at Fairtrade Fortnight. This project will provide that focus and contribute to our wider Fairtrade Fortnight campaign.
Fully supports the ‘Good with Food’ agenda, through one of our key ethical platforms.
Provides a much-needed bridge with membership, utilising our Fairtrade strength, to visibly demonstrate a practical link with evolving our food agenda while driving our co-operative difference.
Opportunity for the graduate to interact with internal and external stakeholders involved in shaping the Fairtrade Fortnight offer; Fairtrade Foundation, supplier, Regional membership teams, PR, Group marketing, campaigns/ promotions teams.