Fairtrade International (FI) basically “offers producers a better deal and improved terms of trade”. It thus guarantees the shoppers (in supermarkets…) that the farmers/producers are given the opportunity to “improve their life” (getting out of poverty by giving them a “fair price”).

As an independent non-profit organization FI licenses the use of the Fairtrade Mark on the products. They make sure these products match a certain amount of standards (social, economic and environmental).

The products concerned include tea, cotton, rice, wine, pineapples, flowers, nuts, ice-cream, chocolate, fruit juice, biscuits, dried fruit, cereals, honey…but the most popular are coffee & bananas

Today it is probably one of the most well-known labels in Europe in that matter.

So in short - why is FairTrade better?

1.Fairtrade farmers receive a fair price for their products.
2.Fairtrade farmers are given a ‘premium price’ to spend in their community.
3.Fairtrade farmers care for the environment and make sure that all their workers are treated fairly and safely.

Key Facts;
“The sales of Fairtrade certified products grew 15% between 2008-2009. In 2008, Fairtrade certified sales amounted to approximately €3.4 billion worldwide.”

“There are now 827 Fairtrade certified producer organizations in 58 producing countries, representing over 1.2 million farmers and workers”

Bellow pictures of several FairTrade certified products:




Sources used: http://www.fairtrade.net

By definition VOC is a process in which we try to understand your customer needs & problems to find new ideas and concepts. These will “push” your company’s growth and sustain its overall financial performance.

In a few words, finding your VOC will help you to:
- Develop new products and have an optimum product mix (portfolio)
- Have the most adapted “marketing/sales” strategies to target your specific markets.
- Provide adequate pricing

Not only must there be a “cross-functional” integration of your marketing, R&D, production and financial teams but you must strive to become a “learning organization”.

Now you might ask; “Sure, we would love to learn from our customers but as a small entrepreneurial organization we really don’t have the resources (financial and/or people) to be able to do it”.

@ DragonGate we help our clients/partners to look for the “common value” within your company and customers. By bridging the “gap” between shoppers/customers, retailers, distributors and agents in diverse international markets, we will be able to connect “management” to relevant market insights that will make the decision making process so much more relevant and effective.