THE CANADIAN FAIR TRADE NETWORK
2020 VISION
THE CANADIAN FAIR TRADE NETWORK 2020 VISION
2013 Edition
Contents About............................................................................................................... 3 The Canadian Fair Trade Network...................................................................... 4 From the CFTN................................................................................................. 5 2020 Vision....................................................................................................... 6 Realms of Influence....................................................................................... 7 Primary Outcome #1: Increase Supply and Demand for Fair Trade................. 8 Empowerment Strategies............................................................................ 9 Framework For Action.............................................................................. 10 Primary Outcome #2: Expand Fair Trade with Integrity................................. 16
Framework for Action.............................................................................. 17
Timeline.......................................................................................................... 18 Monitoring and Evaluation.............................................................................. 23 Budget: 2013 and Projected for 2014.............................................................. 24
©2013 Canadian Fair Trade Network
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About Fair trade helps reduce poverty in developing communities around the world. It goes beyond traditional aid structures and is often seen as a vehicle for transforming existing global distribution systems, which currently leave producer communities at a disadvantage. Fair trade represents a growing movement. To achieve its potential, it is crucial that its proponents not only maintain high expectations, but that they also work to improve its standards. This document represents the CFTN’s collaboration with its working partners, Engineers Without Borders and Fairtrade Canada, in consulting representatives from a range of stakeholders that include • community groups • businesses • public institutions • certifying bodies In working with a range of partners, the CFTN aims to build a strong, unified vision for the Canadian fair trade movement for the year 2020.
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The Canadian Fair Trade Network
The Canadian Fair Trade Network (CFTN) is a non-profit organization that works to advance awareness and support for fair trade in Canada. It supports collaboration within the fair trade movement to encourage support for fair trade products and practices. It envisions a Canada that is a global leader in social and environmental responsibility.
Working Staff The CFTN operates with the support of its working staff and team of volunteers: Sean McHugh Executive Director Bryce Tarling Director of Communications Wade Stewart Graphic Designer Erik Johnson Associate Magazine Editor Jess Frank Project Manager
sean@cftn.ca bryce@cftn.ca
Board of Directors The CFTN board of directors comprises a group of regional representatives from across Canada: Kaan Williams Kelly James Nancy Allan Zack Gross Bruce Morton Nadia Berger Shirley Fagnen Sasha Caldera Dustin Johnson
BC/YT AB/NT SK MB/NU ON ON QC QC NB/PE/NS/NL
kaan@cftn.ca kellyerinjames@gmail.com nancy.allan@usask.ca fairtrade@mcic.ca bruce.morton@icpusa.com nadia.berger@fairtradetoronto.ca shirleyf@assoquebecequitable.org sasha@cftn.ca dustin.johnson@dal.ca
phone email address
604.685.6005 info@cftn.ca 514–207 West Hastings Street, Vancouver, BC, Canada, V6B 1H7
Office
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From the CFTN Fair trade aims to address the failures of existing global distribution systems, which have become increasingly reliant on the impractical assumptions of economic theory. Many economists claim that unhindered commerce and the erosion of trade regulations will elevate impoverished communities into prosperity. This ideology, however, is based on ideals that don’t exist in the real world. The fair trade movement works to achieve a balanced economic system that supports mutually beneficial trade on an international level. As support grows for responsible practices, fair trade will play an increasing role in supporting these developments in sustainable business. In this, fair trade is limited only by our imagination. Some see it as the early stages of an international standard for minimum wages. Others see it as a systemic price regulation that bypasses influence from international politics. With enough support and innovation, maybe fair trade could develop quick-response programs for newly discovered resources in developing countries—ensuring responsible management from the start. Whatever form it takes, it will be important for fair trade to remain committed to benefiting producers in the global south. Even more important, fair trade should be a tool for our own empowerment—enabling us to support the practices we believe in. Looking beyond 2020, with enough imagination and support, there may be no need for fair trade certification—or the CFTN. Instead, fair trade will be the norm. It may be a long way off, but in the meantime, we hope you share our vision.
—The CFTN board of directors and working team October, 2013
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2020 Vision The CFTN seeks the support of fair trade principles from a broad representation of Canadian society by 2020
[Primary outcomes]
[Secondary outcomes]
increase supply and demand for fair trade products in Canada
support of public institutions
internal champions
[Primary actions]
support of business
ensure fair trade expands with integrity
ensure fair trade certifications remain accountable
strong base of informed support
strategies for empowerment: connect inform support
research and consultation
The Canadian Fair Trade Network
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ensure the CFTN remains accountable
Realms of Influence The CFTN works within four realms of influence to cultivate support:
Local co-ordinating partners • Fair Trade Towns groups • Fair Trade Campus groups
Non-profit Partners • national fair trade certification and membership organizations Fairtrade Canada Fair Trade Federation • international development and networking organizations Engineers Without Borders Canada Équiterre L’Association Québecoise du Commerce Équitable Oxfam Canada Oxfam Québec World University Service of Canada • national and international co-operative networking and support organizations Canadian Co-operative Association
Public Institutions • post-secondary universities, colleges, and tech schools • public and private elementary, middle, and secondary schools • government departments, crown corporations, and public utilities • other institutions such as museums, hospitals, etc.
Businesses • Fair trade companies • Food service companies
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Primary Outcome #1: Increase Supply and Demand for Fair Trade We aim to support producers in earning a decent living in their communities by increasing the exchange of fair trade goods in Canada. Businesses and public institutions play key roles in increasing availability for consumers, but increasing supply requires strong demand. Currently, there is a shortage of demand for fair trade products, as producers sell only a portion of certified products on actual fair trade terms. While increasing the number of certified producers will be important in the long term, in Canada, our most pressing goal is to ensure institutional buyers and consumers understand and support fair trade.
Increasing the exchange of fair trade goods will also help to achieve economies of scale for sustainable products in mainstream markets— making them the norm. To increase demand for fair trade products, we aim to increase fair trade awareness through three principle strategies: Connect Inform Support
Proving the market The CFTN’s empowerment strategies create a two-pronged effect in rewarding ethical business practices. Within cities like Vancouver and Toronto, or campuses such as UBC and SFU, fair trade businesses earn contracts based on new ethical purchasing
policies supporting fair trade. These contracts reward ethical business models and encourage others to make similar commitments. Recently, Starbucks Canada committed to a pilot program that offers a Fairtrade certified option for their handcrafted beverages at SFU. The development wouldn’t have been possible without the relentless student demand for fair trade, and the efforts of the university’s ancillary services in making this a requirement for the franchise location. It represents a huge accomplishment for the fair trade movement in supporting farmers and spreading greater awareness among consumers.
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Empowerment Strategies Connect The CFTN builds connections between stakeholders to grow a robust and unified movement.
We help
• clarify the scope of resources and opportunities in Canada • facilitate in-person and online communication • organize national campaigns and other engagement strategies
Inform The CFTN monitors and shares information on issues relevant to fair trade.
We provide information about
• the global fair trade movement • fair trade in Canada • the CFTN, fair trade certification, businesses, community and campus groups, and other fair trade stakeholders
Support The CFTN supports civil society groups and business leaders in encouraging fair trade practices in Canada.
We help • develop ethical procurement • identify retail engagement and other support strategies • navigate relationships with food and distribution services
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Primary Outcome #1: Framework For Action The CFTN applies its empowerment strategies within four primary frameworks: 1. Communication Network 2. National Conference and AGM 3. Engagement Programs 4. Campaigns
1. Communication Network The CFTN is a hub for communications and knowledge sharing. It’s important that advocates celebrate achievements, identify and coordinate goals, and understand current issues relevant to fair trade. Advocates can learn from the CFTN’s expertise and from each other.
Tools for communication • Fair Trade Magazine • eNewsletter, social media, and other electronic communications • in-person meetings • public relations
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Primary Outcome #1: Framework for Action
Media exposure
Coverage of fair trade in mainstream Canadian media has been sparse and often superficial. This is because fair trade represents complex global issues and may not relate sufficiently to localized news channels. The CFTN curates content to make fair trade issues more accessible to media outlets and other communicators in Canada. We also help to shape community advocacy to engage more effectively with major news sources. Sean McHugh, executive director of the CFTN, and board member Sasha Caldera recently called on the Government of Canada to adopt social sustainability into their procurement policies. The goals and rationale for the campaign was captured in an editorial published in the Globe and Mail.
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Primary Outcome #1: Framework for Action
Fair Trade Magazine Fair Trade Magazine provides information on social sustainability for consumers and industry stakeholders. Featuring some of the leading voices in the movement, it covers issues that include global distribution systems, business practices, and on-theground impacts in developing communities. What began as a 24-page publication with a circulation of 7,000 copies has grown to a 32-page magazine with a circulation of 30,000+ for 2014. Distributed through businesses, partner organizations, and universities and colleges across Canada, it is a valuable tool for engagement and knowledge sharing.
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Primary Outcome #1: Framework for Action
2. National Conference and AGM Held annually in January, the CFTN National Conference connects stakeholders from across the country. The first National Conference, held in Calgary in 2013, had more than 80 participants representing brands, retailers, student and campus advocacy groups, food service providers, campus administrations, and fair trade certification in Canada. The conference enables businesses to connect and grow their networks. It provides
sessions for advocates working to unlock opportunities in their communities. Our annual general meeting, held concurrently with the National Conference, gives members the opportunity to participate in governance and contribute to the direction of the organization. The meeting is a valuable opportunity to engage our network and focus its goals for the future.
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Primary Outcome #1: Framework for Action
3. Engagement Programs The CFTN works with Fairtrade Canada to manage its engagement programs, which help increase the availability and visibility of fair trade products and catalyze strong networks of community support. We help provide clear, achievable goals for these programs and have proven our organization as an invaluable resource for consultation and community and campus advocacy.
Fair Trade Towns and Campuses The CFTN manages community engagement for the Fair Trade Towns and Campus programs in Canada. We inform and support the efforts of students, administrators, city councilors, and others looking to make a difference in their communities. We have extensive experience in helping budding organizations. We connect advocates to industry representatives, help influence public procurement, and support work with food service providers. As of 2013, 17 towns and six campuses have achieved fair trade designations. For more information on Fair Trade Towns and Campus programs, visit cftn.ca
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Primary Outcome #1: Framework for Action
4. Campaigns An effective campaign connects the efforts of individuals and groups and can demonstrate a critical mass of support while strengthening the collaborative efforts of businesses, institutional leaders, and community members. They help motivate and encourage participants to take ownership of their contributions to meaningful change.
Fair Trade Campus Week In September 2013, the CFTN worked with student groups and campus administrations to host Canada’s first National Fair Trade Campus Week, where hundreds of advocates across the country held events and special promotions to increase awareness and support for fair trade. Throughout the week, campuses organized film screenings, information tables, presentations, contests, sporting events, and more. The events engaged a significant cross-section of campus populations, businesses, and other organizations through social media—featuring images of events, product donations, and links to media coverage from local newspapers.
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Primary Outcome #2: Expand Fair Trade with Integrity expands, however, business influence will grow. Allowing these influences to dominate, especially those of a multinational scope, risks shifting the goals of fair trade from prioritizing people to more profit-oriented goals. It is crucial that fair trade standards not only maintain their integrity, but also continue to reach for new levels for transformative change. Civil society plays a crucial role in encouraging high standards for certification. The CFTN is in a prime position to represent the voices of Canadian civil society to ensure certification systems maintain their integrity and strive to FSP CONSULTATION improve. We can do this by ensuring advocates stay In 2013, Fairtrade International began consultation for a informed and have clear Fairtrade Sourcing Partnership Program (FSP), which aims to channels for participation. increase the demand for Fairtrade certified sugar, cocoa, and For more information on cotton, while developing long-term relationships between fair trade certification and businesses and producers. membership organizations, visit cftn.ca While the motivations behind the program are commendable, a portion of the program proposed the introduction of a new consumer label for products that don’t use all available certified ingredients (which is the current composite product standard).
Third-party certification and membership structures ensure businesses maintain their accountability to the interests of producers and consumers. They are the only means of assurance for consumers and institutional buyers. Only through external audits and transparency can we grow a critical mass of support and achieve effective economies of scale. While certifications are essential for growth, they must also manage competing interests from a range of stakeholders. As the industry
After reviewing the program, the CFTN expressed concern with regard to the potential increase of label confusion among consumers and the dilution of standards for fair trade products in the Canadian marketplace. In October 2013, the CFTN submitted a position of non-support for these aspects of the FSP program to both Fairtrade Canada and Fairtrade International. In November 2013, Fairtrade Canada announced that it will not introduce a new FSP label at this time, but that it may consider a non-labelled approach to the program. If this approach is adopted, the CFTN will encourage a policy for scale-up commitments for participating businesses. This would ensure long-term planning toward the existing “everything that can be” standard for certified composite products.
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Primary Outcome #2
Framework for Action 1. Ensure Certification Systems Remain Accountable
The CFTN participates in consultations to support best practices on behalf of Fairtrade Canada and Fairtrade International. We work to update and articulate the features that certifications should uphold: accountability, transparency, and viability of certification. These features stem from ideals for global trade relations, environmental stewardship, and labour issues. We work to establish a clear understanding of available certifications for businesses and consumers.
2. Ensure the CFTN Remains Accountable
The CFTN is registered as a non-profit organization under the Not-for-profit Corporations Act. It operates with a board of directors that represents nine constituencies across Canada. We rely on a depth of knowledge among our constituents as we work to cultivate a rich network of active communication. We maintain active consultation with a broad representation of Canadian society to not only ensure strong targets for existing operations, but to also help cultivate the next generation of leaders. Our annual general meeting is held in January, where voting members help determine the organization’s goals and activities.
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Timeline We believe our empowerement strategies and frameworks for action will allow us to achieve our vision by 2020. The following section outlines future projects that will allow us to further achieve our goals.
Current/Priority Fair Trade Towns program
The Fair Trade Towns program has been an important tool in cultivating support for fair trade, and with further development it will become a primary means to lasting engagement from a growing number of communities in Canada. We are re-working the Fair Trade Towns program to incorporate more structure and accountability.
Goals • increase the range of tools and coordination for community engagement • develop more specific outcomes and ongoing commitments to re-apply • develop comprehensive action guide, application, and supporting documentation
Fair Trade Magazine — Retail engagement
We aim to increase the reach of Fair Trade Magazine to better foster an informed consumer base. Retail locations offer prime opportunities to build relationships among businesses and to interact with and influence consumers.
Goals • offer a range of cover-branding options for localized businesses • secure buy-in • increase circulation
2014 Education/School Programs
We receive many requests for materials and presentations that target elementary-through-highschool audiences. Youth engagement will be key in influencing a new generation of leadership and in supporting social justice in other sectors.
Goals • • • •
develop fair trade curriculums and other learning tools train speakers in community and campus groups develop tools to encourage ethical sourcing in public and private schools develop tools for student groups and mentorship programs
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Timeline
Fair Trade Business Consultation
We are well-positioned to facilitate a formal network of fair trade businesses, which will provide strong opportunities for collaboration and innovation. A network of engaged business leaders will have influence among larger institutions and distribution networks while raising the bar for ethical business practice in Canada. The CFTN will begin consultation during the 2014 National Conference for implementation at the start of 2015.
Goals • engage a broad cross-section of businesses in Canada • establish a leadership committee and working team
Producer visit programs
Relationships are at the heart of fair trade. Connecting advocates with producers helps build mutual understanding and further empowers work within the movement.
Goals • build relationships with businesses and producers • set goals for communication and research • facilitate exchange programs
Website and online communications development
A strong web presence with a range of electronic communications is essential in supporting integrated networks within the fair trade movement.
Goals • • • •
support online communications develop a membership discussion forum increase Fair Trade Magazine integration offer current information and updates on fair trade that includes ongoing successes, policy recommendations, and support for best practices
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Timeline
2015
Fair Trade Business Engagement
Based on consultation throughout 2014, the CFTN plans to launch a coordinated business network at the 2015 National Conference.
Potential goals • develop a Fair Trade Business Association • develop referral program with comprehensive directory of products and services • coordinate a national conference and trade show
Workplace engagement
Community organizations are eager to find new avenues for engagement. A workplace program will help businesses source fair trade products for their everyday operations and could lead to greater shifts in company products and services.
Goals • develop effective engagement strategies • produce presentations and supporting education tools • engage community organizations to adopt outreach
Increase scope and impact of national campaigns
National fair trade campaigns offer significant opportunities for collaboration among businesses, community groups, and institutional leaders. They have huge outcomes for the visibility of fair trade, while offering entry points for community participation.
Goals • coordinate campus and community groups for ongoing campaign engagement • develop informational materials for mainstream audiences • develop an annual framework for campaign strategy and implementation
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Timeline
2016 Increase scope of programming
Using the CFTN’s existing models for program engagement, there will be opportunities to engage other venues in ethical procurement and education in fair trade.
Potential goals • develop engagement programs for venues such as museums, hospitals, and airlines • develop programs for hosting events
Evaluate projects/goals
To ensure the success of our 2020 vision, we will evaluate our efforts and re-assess strategies and goals.
2017 MBA programs
As institutions and university and college faculties adopt more responsible practices, there will be growing incentives to plan curriculums around fair trade.
Goals • identify institution/faculty needs in adopting fair trade into MBA programs • coordinate a stakeholder group • secure resources for development
Ongoing Research and consultation
We rely on a strong knowledge base that stems from ongoing research and consultation.
Goals • maintain comprehensive evaluation of certifications • network consultation • business/industry research
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Timeline
Organization development
As the scope of fair trade increases, the CFTN must maintain its growth and capacity to act and to engage.
Goals • re-evaluate goals and outcomes • ensure proper financial management and efficient operations
Partner engagement
We rely on strong partnerships in increasing our scope and influence. These partnerships create opportunities for collaboration that bring together the efforts of parties with related interests.
Targets • • • •
business networks unions other organizations with related interests domestic producers
Financial stability
The CFTN aims to build a diverse funding structure to ensure it maintains its integrity for the long term.
Goals • secure grants • develop strong working agreements with partner organizations • develop a corporate sponsorship program with clear guidelines for accountability
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Monitoring and Evaluation To achieve our vision for 2020, we have identified the following metrics to indicate success. Number of Fair Trade Towns and associated community groups
100
Number of Fair Trade Campuses
every major university/college in Canada
Number of businesses associated with the CFTN
250
Fair trade awareness in Canada
90%
Fair trade market share
20% for major products (coffee, tea, chocolate, sugar, fruits); availability in all other categories
Number of CFTN members
1,000
Number of attendees at the Fair Trade National Conference
300+
Copies of Fair Trade Magazine in circulation
250,000
Number of articles published in mainstream media
avg. of 1–2 per week
Fair trade in curriculums
adoption of fair trade into provincial curriculums across Canada
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Budget: 2013 and Projected for 2014
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THE CANADIAN FAIR TRADE NETWORK