WFTO CONFERENCE 2015
MILAN
TUESDAY 26 MAY
Workshop 5B: Using the WFTO GS Label
Part A: presenter: Geoff White (Trade Aid Importers, NZ)
My presentation will take you through how we introduced and intend to make use of the WFTO label.
1. WHY DO WE WANT TO USE THE LABEL?
The Trade Aid brand in New Zealand is particularly strong and in all surveys undertaken by FLO we have a higher recognition than them. However, even with this market presence we still feel the need for a third part “guarantee” that we do what we say we do. In my pleanary presentation I listed the advantages to be gained by using the label and all figured in our decision to go with it:
1. Differentiate you from others who claim to be selling fairly or ethically. This difference is based on commitment and values that make it extremely difficult for others to compete against.
2. Reinforces the strategic relationship you have with the fair trade movement.
3. Supports a price premium.
4. Complements your brand strategy.
5. It will provide regulatory acceptance.
6. Exclusive- its only available to WFTO members.
2. INTRODUCING THE LABEL
We introduced the label on World Fair Trade Day, using the “Agent for Change” theme to frame the discussion on what the label represents.
The components of the launch included: Press Release, shop posters, decals, handouts, stickers, shop staff wearing agent for change t shirts.
3. USE OF THE LABEL
At this time we are restricting the label use to food products only. This is mainly the result of the customer demands for a guarantee mark for these products, especially government with procurement.
I have samples here of how we are using it: tea packs, coffee pack, chocolate wrappers.
4. WHAT’S NEXT
At this time we have not given the label prominence; it is on the back of the packs. Our own logo is paramount with the WFTO label being there for those who require it. However, I think this will change in the future. Especially with food products we see every company making claims about how ethical, fair and sustainable their product is. It is highly likely we will be giving the label more profile as we are forced to differentiate ourselves from the false claims.
We also import and sellmore than 80% of all fair trade coffee sold in New Zealand. Once we have the label established we may well look to use the first purchaser version whereby other businesses can make use of the label. A lot of thought will be given to this strategy before any decision is made.