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FAIRTRADE FAIRGLOBE marketing strategy or honest initiative?

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Präsentation zum Thema: "FAIRTRADE FAIRGLOBE marketing strategy or honest initiative?"—  Präsentation transkript:

1 FAIRTRADE FAIRGLOBE marketing strategy or honest initiative? a presentation by Trinh Thuy & Lina Toktogulova

2 LIDL‘s FAIRGLOBE History  2006: LIDL becomes first German discounter to incorporate FairTrade  FAIRGLOBE becomes LIIDL‘s own label certifiying their fairtrade products

3 What exactly are FAIRTRADE and FAIRGLOBE?  FAIRTRADE is an organized social movement  goal is to help producers in developing countries achieve better trading conditions and to promote sustainability.  advocates the payment of higher prices to exporters, as well as higher social and environmental standards.  focuses in particular on commodities, or products which are typically exported from developing countries to developed countries, but also consumed in domestic markets (e.g. Brazil and India)  E.g. coffee, cocoa, sugar, tea, bananas, cotton  promotes greater equity in international trading partnerships through dialogue, transparency, and respect.  promotes sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers in developing countries.  Labels and certifies initiatives, e.g. LIDL’s

4 What is FAIRTRADE? FAIRTRADE claims to be the only and best ethical and social certification system to ensures changes in the social, environmental and economic level and also in the human level.

5 -Vergibt fairtraide Siegel -Für fair gehandelte Preise Own brand name

6  The target of Fair Trade is to improve the economic and social situation of farmers and workers in the global South What is FAIRTRADE ? Living conditions and Worker conditions improve Chocolate 0.89€   Fairglobe Chocolate 1,30€

7 Video


9 Does LIDL have a good reputation Does LIDL have a good reputation ? Penalty because of poisoned cheese  Newspaper Textil come not from fair production Lidl paid about 1 Million euro Lidl labourer work on bad conditions Werden ausspioniert

10 Are customers interested ? After scandal => Lidl changed this negative into a positive thing World Supermarket highly requested - No control of food - People die - Highly poisoned textil Still buy in Lidl supermarket

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