FAIRTRADE FAIRGLOBE marketing strategy or honest initiative? a presentation by Trinh Thuy & Lina Toktogulova
LIDL‘s FAIRGLOBE History 2006: LIDL becomes first German discounter to incorporate FairTrade FAIRGLOBE becomes LIIDL‘s own label certifiying their fairtrade products
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
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.
Own brand name -Vergibt fairtraide Siegel -Für fair gehandelte Preise
Chocolate 0.89€ What is FAIRTRADE ? 1,30€ Fairglobe Chocolate The target of Fair Trade is to improve the economic and social situation of farmers and workers in the global South Living conditions and Worker conditions improve Fairglobe Chocolate 1,30€ Chocolate 0.89€
Video
Does LIDL have a good reputation ? Penalty because of poisoned cheese Newspaper Textil come not from fair production Lidl labourer work on bad conditions Werden ausspioniert Lidl paid about 1 Million euro
Are customers interested ? - No control of food - People die - Highly poisoned textil After scandal => Lidl changed this negative into a positive thing World Supermarket highly requested Still buy in Lidl supermarket