1st Quarter 2007

2007 Fair Trade Partners’ Conference
searches for a distinct brand

The 2007 Fair Trade Partners’ Conference took a more aggressive attempt to position Fair Trade producers and products in the domestic market; a strategic direction that has been identified during the 2006 Partners’ Conference in Bohol. To attain this aspiration, this year’s conference set its focus on the exploration of a distinct brand that could aid in the development of the domestic market for Fair Trade products; it searched for that “One Fair Trade Brand”—an identity that initially, may be difficult to establish but in countless instances, has been identified as a vital tool that can capture the interest and support of local consumers.

The three-day conference held at Mallberry Suites Business Hotel, Limketkai, Cagayan De Oro City, on April 11-13, 2007, for the fourth time, gathered APFTI’s Fair Trade Partners from various regions and sectors; a convergence of more than 50 organizations and 120 individuals that further sustained long-established partnerships and networks.

Like in the past years, the conference became a suitable venue wherein Fair Trade practitioners, from different parts of the country, shared their experiences, insights and best practices. But above all, this year’s conference confronted the basic challenge of penetrating into the local consumers’ consciousness. APFTI and the rest of the participants resolved to do it in a unitary and cohesive fashion.

“If we don’t start, who will?” asked Mrs. Loreta Rafisura of Salay Handmade Paper Industries, Inc. in her welcome address. Indeed, the conference’s tone of boldness and audacity has been set during the opening ceremony by the messages delivered by APFTI Executive Director Rommel Agustin and APFTI Chairperson Vicente Roaring. Attended by Cordaid’s representative Ms. Harma Hademaker and APFTI’s board, management and staff, the activities for the three-day conference were outlined during the night, and it has been emphasized that in order to come up with solid results, the complete interest and involvement of the participants were crucial.

On the second day, the conference established the rationale and the imperatives needed to develop a well-crafted Fair Trade brand. The conference traced the strategic shifts of the global movement. Among these changes was the emergence of stronger domestic markets within southern countries (developing nations), which grew to be beneficial for smaller producers, in terms of accessibility and sustainability.

On the succeeding sessions, the participants affirmed that they could do well in the equally competitive domestic market by looking into the very values that set Fair Trade producers apart from mainstream businesses. They see these values as points for differentiation and merit. Something that when efficiently articulated and delivered, can in fact create a unique selling proposition—producing advantages comparable to that of a mainstream brand. Through creative group workshops and exercises, they characterized the “feel” and the “personality” of the brand.

APFTI, later on, presented the developments of the National Fair Trade Labeling Initiative, a move that the Philippine Fair Trade Movement has been conceptualizing for quite a time, and has been seen as a single independent guarantee that can possibly justify the claims created by the collective brand. The brand and the independent label, the participants re-asserted, can deliver a selling point and can answer the producer’s basic concern---sustained and favorable sales transactions.

The last session for the day elaborated that aside from opening up collective marketing opportunities, the practice of Fair Trade principles as a personal and conscious commitment can create long-term advantageous impact on a number of viability and sustainability concerns of a business venture. The standards and indicators embodied in its principles have a direct impact on productivity, product safety and quality, and access to various governmental and non-governmental programs.

On the last day, actual experiences and practical pointers on how to penetrate the domestic market were discussed. As a culmination, the last day confronted the workload and challenges that were identified. The thorough process of complying with the standards, coming up with a distinct brand, and increasing the public’s acceptability of the label, require that each stakeholder (the producers, the government and Filipino Fair Trade Organizations) draw out their contributions and identify their responsibilities in the process. APFTI’s programs and services, for most of the participants, have played a significant part for them to incorporate the standards of Fair Trade to their practices and operations. The programs and services of APFTI were later reviewed so as to make it consistent with the challenges and issues tackled during the sessions.

The closing ceremonies capped the sessions with a call for unity. The Conference Resolution was then presented to the plenary:

2007 Fair Trade Partners’ Conference Resolutions

We, Fair Trade Producers and Partners from Luzon, Visayas and Mindanao, gathered for the 2007 Fair Trade Partners’ Conference, re-affirm our commitment to Fair Trade as a viable, sustainable, and responsible way of doing business.

This affirmation propels us to advocate and practice Fair Trade through the following:

1) Persistently work to build a domestic market for Fair Trade products--exploring avenues in the mainstream and alternative markets for our products by consistently improving our product quality and competitiveness.

2) Gradually align our production and trading practices with the standards and indicators of Fair Trade as embodied by the Philippine National Fair Trade Labeling Initiative. We see the label as an independent guarantee that could support our claims of being different in relation to our solemn social and environmental commitments.

3) Creatively work for the development of a Fair Trade Brand that reflects the values and systems of Fair Trade. We see it as a way of communicating to the consumers the idea that by supporting and buying products made by Fair Trade producers, they can give their share to the end-goal of Fair Trade—poverty alleviation and sustainable development.

4) Intensify the advocacy of Fair Trade, by promoting and campaigning for it, at the level of our own organizations—our workers, direct partners, suppliers, farmers and business allies, and finally, sending the same message to our buyers and consumers within our respective localities.

These we all commit ourselves to, as we continuously partner with producers, trade officials, and other organizations, and incessantly build long-term relationships until finally, we reach that goal of living in a fairer world.

In a symbolic formation of overlapping circles, the participants signified their vows to take part and carry out their individual commitments to uphold and practice Fair Trade while simultaneously integrating their efforts to promote and advocate for it, with the rest of the national and global movements.

Fair Trade Zone brings FT producers to Manila FAME

As the culmination of the European Market Access to Filipino Fair Trade Craft and Food Producers (a European Union funded project under its Small Project Facility), 14 crafts producers and intermediaries with new product prototypes were presented to the country’s premiere international crafts fair—the 2007 Manila FAME. The show ran from April18-21 at the World Trade Center in Manila.

APFTI gathered them into a Fair Trade Zone wherein they had the opportunity to meet and negotiate with buyers, both Fair Trade and mainstream alike. APFTI also hosted an exclusive buyer-producer night where the parties have established better understanding of each other’s concerns for quality, volume and organizational development.

From Rizal, CD handicrafts’ poly resin and fiber-glass products was lauded because of its attempt to fuse delicate Asian patterns with modern materials. ELMN and RS Manufacturing’s bags also mixed indigenous materials with premium skins. From Bicol, JM Handicrafts experimented with the usual abaca woven bags by using new colors. From Aklan, traditional weaving style and patterns were subdued and rendered minimalist, which is the current demand in Europe. La Herminia Pina Weaving Industry, Rentillo Enterprises, Dela Cruz House of Pina, Uswag Arts and Crafts, Silver Arts and Crafts, Heritage Arts and Crafts, and Lima Interior Design represented the province. D and E Mats from Samar, has explored the idea of using the traditional tikog mat in making lamps and handbags. Cristy’s Craft House, known for its sinamay packaging materials, has appraised their product’s value by making fully functional bags out of sinamay and other indigenous materials. Finally, Non-Timber Products Exchange Program carried in their line, products, such as boxes and office organizers, made by Indigenous Peoples from South Cotabato.

Fair Trade Zone features small producers at IFEX 2007

Ten food producers, who have underwent the European Market Access to Filipino Fair Trade Crafts and Food Producers, joined the rest of the country’s bigger mainstream food enterprises in the International Food Exhibition (IFEX) 2007. IFEX, an annual event organized by the Center for International Trade Expositions and Missions (CITEM), gathers the best, export-prepared, Filipino food and beverage manufacturers and links them to international market opportunities. The show ran from May 18-20, 2007 at the World Trade Center.

APFTI partner producers offered product lines that carry Filipino ethnicity yet meet international standards on quality. Metro Manila-based Fair Trade companies Moondish Inc. and Bote Central fared well with both local and international buyers. Moondish Food Corporation showcased their coco-based, canned vegetable products such as laing, camansi, ginataan to exporters tapping the global OFW market. Bote Central Inc.’s Alamid Coffee also received good buyers feedback. Southern Partners and Fair Trade Corporation in Cebu with their dried mangoes and mango puree also secured good deals with buyers. The following also participated in the zone: Navarro Food International with their crab meat products, Cely’s Pilinut and Belen’s Pinahamis na Pili with their pili-based delicacies, Rosa Foods with their processed meat products, K and J Quality Seafood with their bottled bangus, Kablon Farms with their organic jams and jellies and finally, Citra Mina with their value-added tuna products.

2007 Yamang Mindanao Island Trade Fair platforms best of Mindanao’s community enterprises

On its 2nd year, Yamang Mindanao OTOP Island Trade Fair showcased the best crafts and food products of SME’s from Mindanao on June 29-July 2, 2007 at the KCC Mall, General Santos City.

Yamang Mindanao’s fundamental goals of “opening opportunities by bringing-in the buyers to where the producers are” and “engaging local consumers to support their own producers” were achieved and have brought significant sales results to majority of participating enterprises.

APFTI, as the co-organizer of the event, has focused on activities meant towards realizing these basic goals. The marketing unit took over the fair’s buyer-producer business matching and sponsored the consumer behavior training for participating producers. The advocacy unit set up a Fair Trade advocacy booth at the fair’s entrance to campaign among local consumers and participating producers the standards, principles and impact of Fair Trade. With the call “Let your purchase make a difference,” the booth showed the social, economic and environmental impact of Fair Trade adhering enterprises through an exhibit of pictures that correlated the act of buying Fair Trade products to the socio-economic development of communities wherein a significant FT enterprise operates. The organization’s goal was also described as that of “harmonizing quality and social responsibility”. It showed various pictures detailing the organization’s banner programs.

APFTI’s task in co-organizing the event did not end at the dilemma of staging the exhibit and allowing producers to get cash sales transactions, but rather, it ensured that the producers would get long-term deals by facilitating long-term business linkages with the visiting buyers. Complementing DTI’s goal of an increased sales figure this year, APFTI focused on formation of relationships and influencing consumer behavior; a complementation that made the organization’s presence during the fair all the more relevant, giving direction and aligning Yamang Mindanao to its fundamental vision.


Aklan Fiber Festival strengthens Fair Trade advocacy

APFTI partnered with DTI-Aklan in staging the 8th Aklan Pina and Fiber Festival that ran from April 22 to 27, 2007 at the Provincial Capitol grounds. The fair exhibited Aklan’s best products of blended, loomwoven fabrics, fashion accessories and furnishings, from pina, abaca, raffia and other indigenous fibers. For the food sector, it also showcased deboned bangus, processed meat and bakery products. The general objective of the fair to open opportunities for small Aklanon industries complemented APFTI’s effort in Aklan to facilitate the emergence of viable and responsible ventures growing within communities.

Fourteen APFTI partner producers in the province showcased their products at a special setting designed by well-known Aklan based designer PJ Aranador. An advocacy booth about Fair trade was also set up to provide information on Fair Trade. An orientation on Fair Trade was also held to familiarize the participants and the rest of the stakeholders to the advocacy.

Food experts check food producers’ processes

Food experts conducted a month-long on-site production advisory to 10 food producers under the European Market Access to Filipino Crafts and Food Producers Project last March. Seasoned food experts Alicia Pineda, Divina Alcasabas, Lybia Chavez, and Philippine Business for Social Progress team, and Henry Palaca visited the production areas of Bote Central and Moondish, Inc.in Manila, Kablon and Citra Mina in Mindanao, Cely’s Pilinut and Belen’s Pinahamis in Bicol, Navarro Foods in Pampanga, Rosa Foods and Kand J in Aklan and SPFTC in Cebu.

The food production consultation aims to enable partner producers to develop food products, including their appropriate packaging and labeling, that would be suitable to the demands of the European market. It also aims to facilitate producer’s compliance to the minimum requirements of EU, in terms of product quality and production specifications.

People to People Tour pilots in Albay

APFTI conducted the initial run for the “People to People Tour” last May 2 to 8, 2007 at Albay, with 2 European guests from Traidcraft Exchange, immersing to community producers’ area and visiting eco-tourism spots. The weeklong tour was designed to promote the products of small community producers to northern buyers, while allowing them to acquire deeper understanding on the condition of the makers. APFTI has drawn logistical as well as programmatic lessons from the conduct of this initial tour, which can be used as the basis for developing a complete project specifically focusing on the use of tourism as an avenue for linking buyers and producers.

My Fair Share Monologues amplify Fair Trade Celebration

Held last May 24, 2007 at Access Point in Quezon City, “My Fair Share: A Fair Trade Celebration” gathered Fair Trade advocates in a celebration that highlighted the role of producers and consumers in making Fair Trade happen. APFTI annually gathers major players in the Philippine Fair Trade movement to celebrate the contributions of small producers who are practicing social and environmental justice in the conduct of their operations, and to further propagate the advocacy to other allies that could help advance the cause.

The celebration for the year took a different form and it presented the advocacy in a striking way—monologues that carried the stories of small producers from different settings and situations. Students from the University of the Philippines in Los Banos brought to stage various the dilemmas being encountered by producers who are disadvantaged by unfair trading practices. Four characters were introduced to the audience; the coffee farmer, the pilinut delicacy maker, the pina weaver and the conscious consumer. The characters are inspired by actual personas that are recognizable among Fair Trade advocates because they are the sectors wherein the movement works closely with.


De La Salle students brew coffee, talk about Fair Trade

De La Salle University students crafted and implemented a social marketing plan for Fair Trade through a coffee campaign that ran from March 21-23, 2007 at the DLSU chess plaza.

For the campaign, a coffee booth was set-up, introducing Bote Central-Serenity’s mountain coffee. The mountain coffee, during last year’s social marketing campaign, evoked interests among the students and received the most number of inquiries, as compared to the other items that were made available. The advocacy unit opted to make the commodity the focus of this year’s campaign, simplifying the message without compromising its lucidity. Interrelating the activity further to the advocacy unit’s key programs, the booth presented the practices that have been documented during the audit of Bote Central, particularly focusing on the impact of fair pricing to the community in Mt. Matutum in Polomolok, General Santos City.

APFTI organizes local study mission for Aklan producers

Eleven producers and DTI officials from Aklan participate in a local study mission to various food manufacturing companies in Manila last May 16 and 17, 2007.
The tour allowed the participants to look into these companies’ good manufacturing practices, sanitation procedures, business processes and new technology. The group visited YSTAPHIL, Monde Nissin, Food Development Center, Packaging Research and Development Center, Mixplant, Inc. San Miguel Packaging Specialist. The tour culminated in the International Food Exhibition 2007 where the participants had the opportunity to learn from the exhibitors and buyers in the fair.


Xavier University assist in calamansi concentrate product development

APFTI partnered with the Food Technology Department of the College of Agriculture, Xavier University in Cagayan de Oro City in developing the calamansi concentrate of Ardaiel Food Products, a producer in Lanao del Norte enrolled APFTI’s Integrated Enterprise Development Program (IEDP).

The Department assisted Ardaiel in improving the quality of their calamansi juice concentrate and in coming up with a formula for a ready-to-drink variation. Sensory evaluation and analysis were also conducted to improve the texture, taste and color of the concentrate.

Soccsksargen producers learn better negotiation skills

In preparation for Yamang Mindanao, a seminar on “Effective Trade Fair Participation” was given to 23 producers in Soccsksargen last June 7-8, 2007 at General Santos City. The training discussed techniques in communicating the merits of the product to the target market. Through the training, APFTI expects that producers could maximize the available opportunities during trade fairs.


Bicol producers re-examine pricing strategy

Twenty-three producers from Bicol attended a seminar on pricing strategy, held last May 3-4, 2007 at Sorsogon. Through effective pricing and costing, APFTI believes that producers can increase the marketability of their products, at the same time, sustain their operations. The resource person emphasized that producers should be careful about computing the price of their products; losses are incurred whenever they fail to compute the actual cost of production.


APFTI conducts Fair Trade orientation in Camarines Norte, Catanduanes and Antique

The Colloquium introduced Fair Trade to community enterprises, onset the selection of clients for IEDP under the Accelerated Market Access for Community Enterprises (AMACE) Program.

Some of the producers were already assisted by APFTI during the concluded FACE program and through APFTI’s earlier engagements. For the year, APFTI targets to start the program in these provinces by July 2007, providing ample time for the delivery of all the program components, as it prepares the products and the producers for forthcoming provincial and regional fairs.

Camarines Norte

Thirty-five (35) individuals coming from 25 enterprises from the food and crafts sector attended the forum. Fifteen (15) food manufacturers came up for the session, with product lines that include: virgin coconut oil, native delicacies (pili and pan de cillos) and seafood (clams, chicharon, smoked and dried fish). Ten (10) crafts producers, majority of whom are bamboo crafts and furniture makers, also attended the forum. The participants came from all over the province; they came from the municipalities of Talisay, San Lorenzo, Labo, Vinzons, Mercedes, Jose Panganiban, and Daet.

Catanduanes

Thirty individuals coming from 30 enterprises attended the forum. Majority of those who attended were returning clients who showed interest in learning about new programs of APFTI and in upgrading their IEDP levels (e.g. Belen’s, Terestian, Elpedes, CLPA). Twenty-six (26) participants are food producers and 16 are crafts makers.

Antique

Thirty-eight (38) food and crafts producers and DTI personnel attended the forum. A total of 23 enterprises, majority of which are cooperatives and LGU assisted organizations participated in the session. Eighteen (18) of these enterprises are food producers with the following product lines: muscovado sugar and muscovado sugar based delicacies, bakery products, tuna in oil and singkamas pickles, pickled and syruped vegetables, ginger powder, meat products, herbal supplements, banana chips and candies. Six (6) are into handcrafts with the following product lines: nito vines boxes and vases, woven fabric, bamboo furniture, pina fiber weaving, ceramics, buri placemats and hats.

4th Quarter 2006

Philippine Fair Trade Labeling Initiative
begins with Bote Central, Inc. and SPFTC Fair Trade Audit

Preliminary Fair Trade audits that will lead to the formal Fair Trade certification of two organizations were performed last February 2007. Bote Central, Inc, a coffee manufacturing and trading company based in Indang, Cavite and Southern Partners and Fair Trade Corporation (SPFTC), a developmental organization involved in harvesting, processing, and trading fresh and dried mangoes, in Cebu, were audited vis-à-vis the standards and indicators developed by APFTI and the Philippine Fair Trade Forum (PFTF).

APFTI, with the PFTF, for the past years, have been working to establish a national fair trade label that will respond to the following concerns of the Philippine movement 1) To distinguish products produced by Fair Trade Organizations (in the domestic market) among the influx of commercially produced products.2) To make consumers aware of the Fair Trade alternative/choice when they buy their needs.3) To promote fair trade (in the greater scheme) as an alternative way of doing trade / alternative lifestyle. 4) To respond to the growing need for identity of Fair Trade Consumers and Groups.

After a series of consultations with PFTF member-organizations, government and certification bodies, APFTI commissioned the creation of a primer that defined the scope and system of a Philippine Fair Trade Certification. The process has the following characteristics: 1) The Organization is the focal point of certification, 2) Fair Trade indicators adopted to the Philippine scenario, 3) Certification system for enterprises and accreditation system for auditors, 4) Laderized approach to certification

The Standards and Indicators that were used, has converged on the following four main areas: 1) Awareness and Practice of Fair Trade, 2) Human Resource Development and Responsibility, 3) Social Accountability and Transparency, 4) Continuous improvement and Social Development.

While much has to be refined and to be improved, especially on the aspects of documentation, the audit gave way for the best practices of Bote Central, Inc. and SPFTC to surface. Bote Central Inc. for example, drastically improved the income of small mountain coffee farmers in General Santos and Batangas through their price support system that equitably raised the price of Arabica coffee beans from as low as P10 per kilo to P80 per kilo. The fair price permitted the small farmers to invest on equipment like dryers and de-pulpers. SPFTC, in Cebu, on the other hand, has been providing capacity building programs to their producers and has been transparently presenting a price sheet to their producers on their transactions.

UP-based Bicolano organizations ask students to give “Fair Share for Bicol” at UP Fair

UP Ibalon (Bicol), UP Catandungan (Catanduanes) and UP Saro (Camarines Norte), UP-based organizations of students coming from the Bicol Region, has resolved to consolidate their booth allotments at the UP Diliman University Fair, and created a 3m x 9m Fair Trade Zone, wherein products from Sorsogon, Albay, Camarines Norte, Camarines Sur and Catanduanes were sold. The booth, which ran from Febraury 12 to 17, 2007, featured a photo exhibit of the post-calamity situation in Bicol.

The booth introduced the products and the concept of Fair Trade to the UP community, and at the same time, it created awareness on the situation of Bicol producers and communities after the calamities they have encountered. With the theme, “Fair Share for Bicol: Your Responsible Purchase Can Rebuild Lives”, the selling mission gave emphasis on the idea that by choosing and buying products from responsible small producers in this calamity-stricken region, one can contribute in providing sustainable livelihood to communities, thus, hastening the rehabilitation and recovery of the region.

The activity generated a total of P 24, 986 in gross sales. The sales amount was relatively competitive for a crafts sale in a UP fair according to the student-organizers (based on their Catanduanes received the biggest share with P 7894 in total sales (see attached sales report) and Jewam’ Crochet bags registered second with P 7438.50. The handmade scrapbooks and cards from Terestian and the Mazapan de Pili Bars from Belen’s Pinahamis were the best sellers for Catanduanes.


Soccsksargen and Northern Mindanao producers attend strategic marketing training

Ten food producers based in Sarangani and South Cotabato attended the training on “Strategic Marketing in Fair Trade” held at General Santos City, last January 16-17, 2007. The two-day course introduced to the participants the basics of product marketing and positioning, which allowed them to draft an annual marketing and distribution plan for the operations of their actual enterprises. The training program, as a major component of APFTI’s Integrated Enterprise Development Program (IEDP), asserted that despite the limited resources, small producers should still give attention to crucial marketing aspects of their operations, like product promotions, competitor’s activity and channel identification.

The course was also discussed to Iligan-based producers as the final topic that completed the allotted set of trainings under the IEDP. A training on strategic marketing was held last January 22 and 23, 2006 at Iligan City. For these sessions, a group-coaching method was used. The activity combined both structured and experiential approaches in training, banking on the idea of “learning-by-doing”. The participants, at the end of the course, drafted a do-able and capability-focused marketing plan.

Northern Mindanao producers formulate productivity and quality plans

A seminar addressing the productivity and quality concerns of small producers was given to 20 crafts and food producers in Malaybalay, Bukidnon last January 25-26, 2007. The discussion tried to resolve the dilemma commonly faced by small producers---that of striking a balance between improving the production output and the quality of the products made. Constantly occurring production problems were brought up such as: time constraints, workers inefficiency, and uncontrolled operational cost. The discussion allowed the resource speakers to provide practical means to minimize these concerns.

APFTI explores other market access opportunities for Aklan, Guimaras and Iloilo producers

The Integrated Enterprise Development Program (IEDP) utilizes trade fairs as the major marketing avenue wherein outputs of APFTI’s product development program are being presented to the buying public. While participation on such fairs has generated encouraging sales results, APFTI still continuously looks for other avenues that can possibly open up more market access opportunities to its partner producers.

Last January 15-21, 2007 APFTI Marketing Supervisor Jennifer Garana went to Aklan and Iloilo to study other marketing initiatives and opportunities for partner producers within Region 6. While the idea of linking with international and local buyers outside the region could be sustained, potential avenues such as the local shops and selling activities on special events/celebrations can be determined. Together with DTI’s provincial offices, the “Pasalubong Centers” in Kalibo and Guimaras were visited. Garana also looked into the operations of Kalibo and Hugod Aklanon Shops in Boracay, as well as, brainstormed with partner producers on the APFTI’s and Hugod Aklanon’s possible involvement to the upcoming 8th Aklan Pina Fiber Festival.

Food product development for Iloilo producers

APFTI started the implementation of the food product development program to 10 new partner producers who have availed of the Integrated Enterprise Development Program. The sessions that have began this month, will run for three months and were expected to develop 3 new packaging and labeling designs for each partner producer. The food product development was also expected to improve the sensory, ingredient and nutritional characteristics of the products. The following producers underwent the program: AML Food Products (pulvoron), Atsarap Foods (pickles), Badiangan Ginger Planters and Producers Coop (ginger tea), Barotac Viejo Nutri Foods (noodles and cookies), Iloilo Federation of Dairy Cooperatives (Dairy), Jim’s Deli Pasalubong Center (cakes), PJ Delicacies (biscocho, garlic toast), Rgies Delicacies (yema, butterscotch), Pinaka-MMT Multipurpose Cooperative (banana chips), and UMA Foods (pickles salted eggs).

APFTI checks Bicol partner producers after typhoon

APFTI Executive Director Rommel Agustin with the members of APFTI’s Enterprise Development Unit visited the provinces of Albay, Sorsogon, Camarines Norte and Camarines Sur to look into the condition of the organization’s Bicol-based partner producers who were seriously affected by the typhoons Reming and Milenyo. The post calamity situation of its producers has an immediate effect to the delivery of APFTI’s basic programs and services. With the visit, measures to adjust with the current production and resource realities of the producers were drawn up. The group saw the need to constantly coordinate with the Department of Trade and Industry provincial offices (since majority of the producers were still encountering telecommunications problems) to closely address new challenges that may surface because of the situation.

Product development for Bicol producers continues

Since the product development program for partner producers in Bicol was abruptly disrupted by the series of typhoons that hit the region last year, APFTI has decided to continue the program this quarter after an assessment of the producer’s current condition was done. The visit of 10-29 Designers Juan Miguel Dionisio and Eric Legario to Sorsogon and Albay producers has targeted to deal with the limited production capacity of the producers. They also resolved to come up with prototypes that would maximize the resources available in the area.


APFTI holds design training for local artists in Antique

Tapping UP College of Fine Arts professor Leonardo Rosete, APFTI gave Fair Trade Design training to Antique-based local artists and designers last February 1 and 2, 2007 at the DTI Antique conference room. The strategy of constantly innovating new designs while adapting to local and export markets trends, has been seen as a decisive factor that will give small local enterprises an edge in a design-led product manufacturing competition. Seeing the advantage of having trained designers, APFTI saw the need to develop local talents, mostly coming from the academe, that could possibly aid in the implementation of its product development programs in particular, and in the long run, the development of Antique’s crafts manufacturing sector.


APFTI integrates gender and development to its programs and services

Members of APFTI’s board, management and staff attended a three-day standard course on Gender Sensitivity at Legenda Hotel on February 7-10, 2007. With Fair Trade Principles calling for gender equity in the conduct of operations of APFTI’s partner producers, the need to deepen the organization’s understanding on the framework of gender and development became an apparent imperative. The workshop explored ways on how to integrate the concepts of Gender and Development to APFTI’s banner programs and services and on how to include its call (of providing women and men with equal treatment and opportunities) to APFTI’s orientation, training programs and public campaigns.

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Fair Ware Designer’s Training motivates APFTI’s designers

UP Professor Leonardo Rosete gave APFTI’s pool of designers, the 10-29 Designs for Fair Trade, a one-day workshop on how they could further integrate the principles of Fair Trade to their design development projects. The session, held on February 20, 2007, discussed that product development under the Fair Trade framework, should take into consideration sustainable use of materials and should carefully deliberate on the skills and competencies of local artisans. The session also identified issues related to Fair Trade, that designers would most likely encounter during the process. The need to develop a work protocol, that is capability-focused, gender sensitive and culturally responsive, in engaging with partner producers, emerged during the discussions.

APFTI showcases P.E.A.C.E project in Agusan del Sur at PACAP exhibit

Philippine Australia Community Assistance Program (PACAP) gathered its partner institutions at a forum and an exhibit that celebrated its 20th year as a small grant facility in the Philippines. Held at the Waterfront Hotel in Davao City last Feburay 20-24, 2007, APFTI had the chance to present the goals, as well as the initial outputs of the Promotions and Enhancement of the Arts, Crafts and Environment (PEACE) in Agusan del Sur Project. PACAP has chosen to fund the initiative that was crafted by APFTI and Tao Foundation, after it has been selected at the Panibagong Paraan Project Grant Competition sponsored by the World Bank.

Through the exhibit, APFTI had the chance to showcase and to market the newly developed products of 7 artisan groups, which are mostly Manobo, Higaonon and Banwaon peoples. The PEACE project attempts to give marginalized groups in Agusan del Sur sustainable sources of livelihood through the development of their indigenous crafts and by opening new market avenues for their products.

Soccsksargen producers undergo packaging and labeling design development

Thirteen food producers from Region 12 (Soccsksargen) improved their product labels through the food packaging and labeling design component of APFTI’s Integrated Enterprise Development Program (IEDP). APFTI designer Noel Pelagio enhanced the labels of food products that range from value-added tuna products, processed meat and chicken, rice and corn coffee, wine, virgin coconut oil, jams and jellies, muscovado sugar, taro and banana chips. The labels of the following were enriched: Kimkyt’s Food, Malapatan RIC Cooperative, Sunrays Foods, KM foods, Cresing Food products, CGL Agri Business, Shalom Coconut Products, Grasel Food, Kablon Farm, South Valley Foods, Sultan Kudarat Framers and Millers, Trice Food Products, and Vmotril’s Food Products.


APFTI conducts proposal write-shop for different sectors in Caraga

Government and civil society representatives from Caraga participated in a 3-day proposal- writing workshop organized by APFTI last February 26-28, 2007, at Tagbilaran City in Bohol. Through the activity, APFTI was able to generate project concepts with partner-institutions and organizations that rightfully address the needs of small producers from the region. The activity also served as a venue wherein the proposal-writing module being developed by APFTI was functionally tested. The module could facilitate the development of relevant project concepts that local and international development institutions could possibly fund and the specialization of APFTI on SME-related matters could be tapped and utilized. The workshop tackled budding concepts such as that of: developing a packaging center, a common producer display shop, pre and post harvest facility for vegetable production, a seaweed drying facility, and value added abaca-based products.


Manobo and Higaonon peoples re-appraise their crafts’ price

A seminar on product costing and pricing was given to groups involved in the Promotions and Enhancement of the Arts, Crafts, and the Environment (PEACE) in Agusan del Sur. With indigenous peoples coming from the Manobo and Higaonon lineage as the project’s main beneficiaries, APFTI and Tao Foundation saw the need to re-evaluate the group’s product pricing considerations and instill to them the importance of giving a suitable monetary value to their work. These groups, most of the time, fall prey to abusive crafts middlemen who set thoughtlessly low prices for products made by indigenous groups. Most traders also insensitively alter cultural designs and ask indigenous peoples to imitate market-demanded crafts from Africa or India, deliberately alienating them from the final goods.


Iligan and Bukidnon producers go through product development

APFTI improved the packaging and labeling design of 9 food producers in Iligan and Bukidnon last March. These enterprises were: Faj House of Cakes, Iligan Vegetarian, Ruban’s Food Craft, Ardaiel’s Food, El Pancho Meat Products, Silver Lights Bakery, Unlad Kabayan Migrant Worker’s Association, Loulen’s Bakeshoppe, Tita Viz’s Finest Pie’s and Pastries, and NM Foods. With improved product packages and labels, APFTI aspires that small producers can expand their markets by establishing their own brand identities.

In the same way, to update the designs of crafts producers in tempo with current design trends, 8 crafts producers underwent product design development. They were: Morson’s Home Industries, Community Development Worker’s Association, Unlad Kabayan Migrant Services Foundation, BS Crafts, Cares Enterprises, Visayan Home of Furnish, RM Rattan Furniture, and finally, Matungao Women Mat Weavers.


Soccsksargen producers prepare new designs for Yamang Mindanao

Two APFTI designers were sent to Soccsksargen last March to do on-site product development for 7 crafts producers in the region. The new product prototypes were later presented at the 2nd Yamang Mindanao Island Trade Fair. The following enterprises have updated their designs: Sumariva Crafts Philippines, Inc., Banga Cornhusks Association, Libun Halung Matul, Sarangani Handicraft Industries, Royal Bamboo Crafts, T’boli Trade and Crafts, and General Santos Gardener’s Cooperative.


Soccsksargen food producers improve product quality

APFTI addressed a number of production concerns of 4 food producers specializing in dried fruits, juices and muscovado sugar production in Soccsksargen by deploying a food expert in the region last April. The following producers, prior to the engagement, brought up to APFTI various points for improvement to their processes and product quality: Vmotril, South Valley Foods, Sultan Kudarat Millers Association and Grasel Food Products

Ms. Elena Fernandez advised the enterprises about food product issues like: shelf life, GMP, ingredients, nutritional value, and sensory characteristics. Vmotril Food Products in Tupi, South Cotabato worked for the removal of latex paste in their banana chips and the establishment of methods that could maintain size and shape consistency. South Valley Foods in Banga has asked for possible variations to their durian pastilles and preservation techniques for rambutan. Sultan Kudarat Farmers and Millers Cooperative consulted Fernandez about measures that could advance their manufacturing process to the stage, wherein they could come up with a muscovado worthy of a BFAD certification. Lastly, Grasel, also in Tupi, explored with Fernandez the procedure for coming up with new product variations and improving the product’s shell-life.

APFTI explores solidarity economy through the Bayanihan network

APFTI , in partnership with the Asia Fair Trade Forum, hosted a “learning journey” meeting with the proponents of the Bayanihan Banking Window (BBW) last March 28, 2007. BBW is an alternative investment and financing scheme that links socially responsible investors with socially responsible entrepreneurs through a consolidation of a mutual fund.

A background on the solidarity economy was presented during the session. APFTI, seeing much parallelism of the initiative to the goals of Fair Trade in bringing about socio-economic and environmental responsibility to trade, shared and signified its commitment in strengthening the network.


APFTI polishes Aklan food producers’ manufacturing practices

A two-day seminar on Good Manufacturing Practices (GMP) and Standard Sanitation Operating Procedure (SSOP) was provided to 25 food producers in Aklan on March 28-30, 2007 at the Bread and Butter Hall at Kalibo. The seminar provided inputs in preparing manufacturing guidelines that reinforce the production of safe, healthy and quality food products


Seminar introduces alternative and low-cost packaging to Bicol producers

Packaging expert Froilan Dy introduced to 18 food producers based in Bicol new and alternative packaging techniques that they can utilize in marketing their products. The seminar was held on March 27-28, 2007 at Legazpi, Albay. A demo was conducted to familiarize the producers on a number of possibilities that they can explore in packaging and labeling their products. The facilitator also provided information on the sources and the cost of different packaging materials. Through this activity, APFTI was able to establish producers’ appreciation to effective packaging and labels and its contribution in making an impression to consumers.

3rd Quarter of 2006

APFTI prepares small Filipino producers for the EU export market

The European Market Access for Community Enterprises Program was conceptualized and implemented by APFTI with the support of the European Union to assist capable small producers in the food and crafts sector in crafting their business and marketing plans to suit and to meet the demands of the European market. The program lined up a series of activities such as market scan, export training, product development and business linking, that will prepare selected small producers for the European market.

As a component of the program, APFTI conducted a series of workshop sessions for food and crafts producers that ran from November 27-December 7, 2006 at Antipolo City. The results of the market scanning conducted by Traidcraft Exchange were presented during the sessions, allowing the participants to fit-in their production and marketing plans with the available opportunities in Europe. The producers were likewise briefed about the specific EU standards and regulations on importation.

Current design trends for handicrafts were presented by visiting Traidcraft experts Gayle Pescud and Beata Thackeray. These inputs will subsequently be used as the basis for upcoming product developments. On the other hand, the product labels and packaging requirements of EU were discussed to food producers.

The following crafts producers were selected to take part in the project: JM Handicrafts (Bicol), Cristy’s Craft House (Leyte) ELMN Enterprises (Rizal), RS Manufacturing Phils. Corp., (Rizal) Jaime Gerardo Designs (Rizal), CD Handicrafts, (Rizal), La Hermina Pina Weaving Industry (Aklan), Uswag Arts & Crafts (Aklan), Lima Interior Design (Aklan), Rentillo Enterprises (Aklan), Heritage Arts & Crafts, Dela Cruz House of Pina, Silver Handicrafts, and Non-Timber Forest Products-Task Force.

For the food sector, the following were selected: Cely’s Pilinut Candy (Bicol), Rosa Foods (Aklan), Bote Central (Las Pinas), Navarro Food International Inc. (Pampanga), Kookai Delicacies Int’l.(Metro Manila), Moondish Food Corp (Metro Manila), Southern Partners & Fair Trade Center (Cebu).




Share People Exchange Program explores local Fair Trade Shop’s work-ability

Dutch volunteers Milou Halbesma and Marielle Van der Velde from Share People, a non-profit organization that facilitates the exchange of skills and information by volunteering employees from leading EU companies to local growth oriented businesses in developing countries, examined the Filipino Fair Trade value chain and evaluated the facilitating and constraining factors affecting the success of a local Fair Trade Shop. The action-research was seen as a sound basis for some of the immediately pipelined initiatives of the Philippine Fair Trade movement. Recommendatory in nature, the study identified possible course of actions that Fair Trade Organizations (FTOs) in the Philippines can embark into.

The experts assessed the supply chain and marketing strategies of Southern Partners and Fair Trade Corporation (SPFTC) with their People’s Fair Trade Shop located at Osmena Boulevard, Cebu. The action research also looked into the awareness campaign being implemented by the Philippine Fair Trade Movement, with particular emphasis to that of APFTI’s advocacy efforts. They also visited the Minglanilla mango farmers, the handicrafts makers of NAPO, the producers of PREDA, the processing plant of SPFTC and the People’s Fair Trade Shop.

The action-research pointed out that the Philippine Movement should do some preliminary levelling-off on the message and conduct specific market studies on the particular market segment it would like to target. The study recommended that the campaigns should be directed towards creating awareness on this identified segment; such programmatic actions would more likely translate public awareness on Fair Trade into the desired transaction of buying Fair Trade products.



APFTI attends International Organic Agriculture Conference



APFTI Executive Director Rommel Agustin served as a reactor in the International Organic Agriculture Conference organized by Altertrade Corporation in Bacolod City last November 14-16, 2006. Mr. Agustin provided a Fair Trade perspective on sessions discussing international trends on the volume, quality and price of organic produce; and on a workshop exploring the benefits of Fair Trade to communities. He pointed out that demand for Fair Trade and Organic produce have increased in the last ten years; a phenomenon that small producers can take advantage of. Efforts to increase productivity and to polish the supply chain must therefore be prioritized

With the theme, Nurturing Learning Communities on Organic Agriculture for Trade with European Markets, the conference facilitated dialogue and collaboration among organic producers, consumer organizations and public policy makers on the agenda of widening the domestic and international markets for organic products. Seeing much congruence on goals, the Fair Trade movement has always been in constant coordination with the Organic Movement.



Western Visayas, CARAGA, Bicol and Northern Mindanao producers undergo APFTI’s training programs

Fair Trade aligned courses on business planning, product costing, creative selling and cash flow management were given to APFTI partner producers in Aklan, Bukidnon Bicol and Iligan. The courses were designed to improve the competencies of small producers on the particular field that the pre-training needs-assessment has identified. The training courses of APFTI were designed in consideration of evident small producer realities and conditions: it gave careful attention on the capabilities and limitations of small producers, thus, generating simple, practical and workable plans that they can apply to their respective enterprises. The principles of Fair Trade were also integrated to the design, further allowing producers to see the correlation between social responsibility with the viability of their ventures.


Fair Trade Business Planning for Aklan producers

Fifteen food (15) producers in Aklan, under the Integrated Enterprise Development Program, took part in the Business Planning Workshop held last November 2006. Analyzing their needs, it has been identified that the lack of business direction, market analysis and financial projections prevented small producers from further taking off. APFTI Consultant Reggie Gaza said that based from the experiences of APFTI’s In-Depth Coaching clients, the design of the business planning session significantly allowed budding producers to put finality to their marketing strategies and capital generation proposals. Business counselor Nynn Arwena Dalida Garcia-Tamayo handled the sessions.



Cost Effectiveness in Fair Trade for Iligan producers

APFTI’s standard module on Effective Pricing and Costing was discussed to 20 partner-producers in Iligan City under the Integrated Enterprise Development Program. Giving their experiences on price computations, majority of the producers realized that they have under priced most of their goods by putting inexact values on aspects like labor, utilities and capital depreciation. The training provided practical techniques that small producers can use in appropriately pricing their goods. The training also elaborated the role of pricing and costing in increasing the market-ability of their products. The session’s final outputs were sample price computations for 5 of their products.



Creative Selling in Fair Trade for Bukidnon producers

Twenty producers (20) in Bukidnon attended the training on effective selling last November 20-21, 2006 in Malaybalay. XTC Trainer Juliet Odra delivered the module that discussed various approaches in opening new accounts, getting new customers, and retaining a customer base. Sales and After-Sales services, according to Ms.Odra must be carried out in a systematic and creative manner to keep a relatively solid customer base.



Cash Flow Management for Bicol producers

Bicol partner-producers in the provinces of Sorsogon, Catanduanes and Albay under the Integrated Enterprise Development Program learned some basic and practical measures to effectively handle their finances through a seminar on Cash Flow Management given by XTC Trainer Juliet Odra. The session has provided the participants inputs on the structure, interpretation and analysis of financial statements. The business and cash flow cycle, accounting policies and principles were also made straightforward and practical. The partner producers realized that by setting up control mechanisms (documentations), they would be able to monitor the status of their businesses and prevent unaccounted losses. These documents, they recognized, will allow them to do more timely business decisions and projections.




APFTI supports OTOP Visayas Trade Fair

The Department of Trade and Industry (DTI) Regional Operations Group and the Small and Medium Enterprise Development (SMED) Council partnered with APFTI in staging the OTOP Visayas Island Trade Fair at SM Cebu City from November 21-26, 2006. OTOP Visayas Trade Fair showcased the best products made by SME’s in the Visayas. For the first time, SME’s from the three regions of the Visayas (regions 6,7 and 8) converged in this fair that maximized the diverse efforts coming from the government, civil society and the private sector. With a number of APFTI’s partner-producers participating in the exhibition, APFTI recognized that the event could significantly raise the condition of small producers and could open new opportunities for them. With the fair’s strategic location, it reached local and national buyers and was able to get mainstream consumers’ interest. Similar with the Fair Trade goal of creating opportunities for marginalized producers, DTI’s OTOP program strengthened countryside development by promoting entrepreneurship and creating jobs.



APFTI reinforces the principles of Fair Trade to CCAP and INSOL producers

APFTI has been constantly tapped by its partner-organizations, Community Crafts Association of the Philippines (CCAP) and INSOL, in providing the basic Fair Trade Orientation to their beneficiaries. CCAP is a Fair Trade Intermediary marketing Organization (IMO), sourcing products from small crafts makers for the export market. INSOL on the other hand, has been providing business development services to the micro-finance clients of their development arm--Ahon sa Hirap, Inc.(ASHI)

Last December, APFTI gave a series of Fair Trade orientation to their producers and micro-finance beneficiaries. The CCAP orientations were held in Naga and Albay in the Bicol Region, and Abra in CAR, where most of CCAP producers were based. The orientations for INSOL were held in Laguna and Rizal. INSOL, together with its development arm Ahon sa Hirap Inc. (ASHI) has been giving business development assistance to its beneficiaries who are mostly coming from the informal sector. The orientations further elaborated on the role of small producers in improving the lives of their communities and the importance of incorporating social and environmental responsibility to their ventures, despite their apparent limitations.


Fair Trade Lecture Series round Cebu universities

APFTI and the Southern Partners and Fair Trade Corporation (SPFTC) conducted a series of lectures to various universities in Cebu City. APFTI Advocacy Manager Ronald Lagazo and SPFTC Managing Director Geraldine Labradores visited UP Visayas, University of San Carlos, and St. Theresa’s College. The talks tackled the standards and principles of Fair Trade, the Fair Trade mark, the international market, as well as its indicators when put into the context of the local setting.



“Buy Local, Buy Fair” Consumer Awareness Campaign on Fair Trade

Asia Fair Trade Forum (AFTF) and APFTI gained significant advantages in increasing consumer awareness on Fair Trade as the “Buy Local, Buy Fair” Campaign culminated this December. The campaign, which was funded by Oxfam-GB East Asia, was able to reach top print, online and broadcast media.

Inspirational stories about Fair Trade practitioners in the country and the Fair Trade movement in the country were featured in the leading dailies like the Philippine Daily Inquirer (PDI), Philippine Star, Manila Times, and the Manila Standard.
Fair Trade related stories also appeared at magazines such as the Philippine Graphic, Starweek, and Highlife.

APFTI Board of Trustee Claribel David, APFTI Executive Director Rommel Agustin, Advocacy Manager Ronald Lagazo and PFTF Chairperson Alex Hermoso have appeared on TV and radio programs discussing Fair Trade.



Philippine Fair Trade Forum convenes as a GA

Philippine Fair Trade Forum (PFTF), the national coalition of enterprises, producer groups, marketing and support organizations adhering and advocating for Fair Trade, held its General Assembly last December 6, 2006 at Norfil Foundation in Quezon City. Twenty member-organizations attended the GA. Updates on on-going programs such as the various AFTF projects, Consumer Awareness Campaign, and the National Fair Trade Labeling Initiative were presented to the body. The session also amended some provisions of its by-laws and discussed preliminary preparations for the World Fair Trade Day.

New member-organizations were likewise inducted. Bote Central Inc., Moondish Inc., Non-Timber Forest Product Exchange Program (NTFP-EP), Philippine Development Assistance Program (PDAP), and the Organic Certification Council of the Philippines (OCCP) were formally accepted as PFTF members. An election was also held that re-instated Chairperson Alex Hermoso of PREDA to the post. The following were also elected as officers of the forum: Geraldine Labradores of SPFTC (Vice Chairperson), Rommel Agustin of APFTI (Secretary), Sofronio Lapitan of SAFRUDI (Treasurer) and Betty More of KATAKUS, Crissy Guererro of NTFP-EP, and Rene Guarin of UMFI (Representatives).



APFTI releases FACE program product catalog

APFTI published a 100-page product catalog and producer’s directory that presents the product development outputs of its partner producers from Ilocos Sur, Benguet, Pangasinan, Pampanga, Bulacan, Rizal, Albay, Camarines Sur, Sorsogon, Iloilo, Guimaras, Aklan, Negros Occidental, Leyte, Samar, Davao, Misamis Oriental and Cotabato. More than a hundred handicrafts producers benefited from the Fair Trade Assistance to Community Enterprises (FACE) funded by the European Union (EU). The catalog, which will be circulated by APFTI to its partner organizations in the country and abroad, was expected to give these enterprises the much-needed exposure and opportunities to meet potential buyers.

2nd Quarter of 2006

Fair Trade Zone in Manila FAME:
APFTI creates small producers’ hub at Asia’s Queen of Trade Shows

Small producers from the provinces of Samar, Aklan, Agusan del Norte and Zambales were given a chance to present their handcrafted products at a special setting and negotiation area dubbed as “The Fair Trade Zone” in this year’s October Manila FAME. Exhibited at the Philippine Trade Training Center Hall (PTTC) in Roxas Boulevard, the show ran from October 17 to 20, 2006.

Manila FAME, a semi-annual trade show being organized by the Center for International Trade Expositions and Missions (CITEM), is considered the biggest crafts show in the country. For years, it has served as a convenient converging area for international buyers, exporters and local crafts manufacturers. Manila FAME, with its quite meticulous screening criteria, showcases only the country’s best-produced home furnishings, gifts, holiday decors and fashion accessories.

Through the Fair Trade Zone, 8 small producers, who have undergone APFTI’s trainings and product development programs, were able to present their products and to negotiate with international and local buyers. “Even with our limited capacity, I believe we can still compete. We have quality, craftsmanship and unique materials as our edge.” said Nelson Lima of Lima Interior Design, one of the producers featured in the Zone. Jaime Mimeje of Jaime Gerardo Designs said that small producers, since they still do not have the capacity to produce in volume, could resort into making limited edition, highly specialized designs.

Presented in a setting suggestive of an alternative “Fair Trade” lifestyle, the Zone combined the following products from different parts of the country: Pina fiber-based products of Sutoniel from Aklan, buri and pandan lamps and baskets of CARAGA Handicraft Makers’ Association from Agusan del Norte, igneous rocks table accessories of Zambrox from Zambales, sinamay and leather pillowcases of CHAS from Cagayan de Oro, tikog mats and lamps of D and E from Samar, coco-shell kitchen items of Contemplative Outreach for the Poor from Aklan, laminated wooden furniture and lamps of Lima Interior from Aklan, and the avant-garde scrap wood furniture of Jaime Gerardo Designs from Rizal . Thus far, the Zone has generated a total of P 571,592 in cash and negotiated sales.

This favorable result can be attributed to the distinct manner the products were presented. “We put everything together to make it look like a total lifestyle package; a complete habitat full of community products” said Jennifer Garana, APFTI’s marketing supervisor. The Zone’s tent-like cocoon design has drawn a lot of attention from visitors and the Fair Trade materials further correlated the displays to the advocacy. “We work for an attention-grabbing design; something that shows that with good staging, the craftsmanship of community people can stand out.”




APFTI involves youth in Fair Trade

APFTI intensified the involvement of the youth to the advocacy of Fair Trade through a number of campus and organizational activities that allowed the youth to learn the principles and to experience the products that it supports. Workshops, orientations, competitions, sales, and exhibits were carried out in several universities in Metro Manila that presented how the youth can help support and advocate Fair Trade. The orientations elaborated on the scope of the movement and on how the alternative international market has been working. The exhibits and product selling activities further allowed them to examine, taste, and buy some of the products made by Fair Trade producers.



Business Student Organizations attend Fair Trade discussion and workshop

Five business organizations from De La Salle University (DLSU), College of St. Benilde (CSB), Polytechnic University of the Philippines (PUP), Pamantasan ng Lungsod ng Maynila (PLM) and University of the Philippines Diliman (UP) participated in the youth forum on Fair Trade, held in UP Balay Kalinaw, UP Diliman, last August 4, 2006. The whole day activity entitled “Fair Business, Fair Market”, used a variety of approaches such as lecture, video presentations, workshops and open-forum to maximize interaction among participants, facilitators, and resource persons. Product samplings and a mini-product exhibit were made available within the forum venue to make the activity experiential. An inter-school and inter-organization approach was used to start up the subsequent agenda of network formation.

To put Fair Trade into a practical viewpoint as a business model, an Intermediary Marketing Organization (Czarina Gragerra of Community Crafts Association of the Philippines) and 5 Young Entrepreneurs (Julia Manrique of Moondish Inc, Gene Bequizo of Buntal Fashion Bags, Jules Nuique of CD Handicrafts, Vie Reyes of Bote Central Inc., and Cathy Sutoniel of Sutoniel Pina Fiber) shared to the student participants their experiences and the extent of their enterprise’s adherence to Fair Trade.


PUP Junior Management Society adopts Fair Trade as advocacy

The Polytechnic University of the Philippines-Junior Management Society (PUP-JMS) adopted Fair Trade as the core advocacy of their organization. They drafted a resolution incorporating Fair Trade to their organizational goals. After sharing the principles and policies of Fair Trade to the rest of the officers in an orientation, the organization decided to make Fair Trade the central theme of their Annual “Management Week” Grand Seminar. They also held a weeklong exhibit at the College of Business lobby that featured some of the products of Fair Trade adhering producers, matched with their pictures and stories.

The Grand Seminar entitled “Buy Local, Buy Fair: Unleashing a Fairer Way of Doing Business”, held at Claro M. Recto Hall on November 21, 2006, received a positive response from the PUP community, with more than 300 students attending the event. The exhibit, “JMS Advocates for Fair Trade” that ran from November 20-24, caught the attention of not less than 500 management and entrepreneurship students. University President Dr. Dante Guevarra, as well as the College of Business’s faculty members attended the exhibit’s opening ceremony. The products and stories of Katakus, Bote Central Inc., Moondish Inc., Bahay Pangarap, Castillejos Farm and CM Bamboocrafts were featured in the exhibit. Most of the viewers inquired about the stories of the manufacturers and on where they can possibly buy the items displayed.


DLSU Social Marketing Students conduct Fair Trade Campaign

A Social Marketing class in De La Salle University (DLSU) opted to make Fair Trade the focus of their social marketing plan by carrying out a Fair Trade Sale at the campus plaza and by holding a Fair Trade orientation. The group invited several small producers to sell their products to the students, while simultaneously introducing the concept of Fair Trade through the presentation and dissemination of advocacy materials. The campaign ran from August 7-10, 2006.

The group tested the message that they had crafted; they used the tagline “Fair Trade, Fair Deal” in order to emphasize that the products made under Fair Trade conditions do give a fair deal to both the products’ makers and end-users. To generate further awareness, they also held an orientation at the auditorium wherein the concept was presented to other students taking up Social Marketing.


UP CSWCD Students gather regional and provincial student organizations

UP College of Social Work and Community Development (CSWCD) students, after attending the initial youth forum on Fair Trade, prepared and implemented a communication and development plan, specifically targeting UP Diliman students. They came up with a forum inviting several regional organizations in UP, particularly those from APFTI’s specific project areas. Held in UP CSWCD, last November 25, 2006, with the title, “Fair Share, Fair Deal”, the orientation introduced the concerns of small producers in the countryside, allowing the regional organizations to relate the condition of their provinces to the specific issues confronting small producers. It also elaborated on the response of the Fair Trade movement to these concerns.

Sixteen students attended representing the following organizations: UP Hubeag it mga Akeanon (Aklan), UP Catandungan (Catanduanes), UP Kagayhaan (Cagayan de Oro), UP Balanghai (Agusan del Norte), UP Kaamulan (Bukidnon), UP Saro (Camarines Norte), UP Ibalon (Bicol), and UP Sorsoguenos (Sorsogon).

An overview on the concepts and principles of Fair Trade were presented, followed by a video presentation about the Fair Trade movement in the Philippines. Bote Central’s Mr. Paolo and Basil Reyes also shared their experience in sourcing out coffee beans from small farmers in Benguet and General Santos, giving emphasis on the price control system that they have implemented. The scheme protected the farmers from unavoidable price down falls. The forum’s participants were asked to give a rundown of possible activities that they could do to promote Fair Trade and Fair Trade products at their activities in UP and in their respective localities.


University of San Carlos launches Goat Milk Soap formula competition

University of San Carlos (USC) Industrial Chemistry students shared their expertise in improving the soap formula of Naawan Agri-Dev Center, an APFTI partner-producer enrolled in the Integrated Enterprise Development Program. With trends rearing toward the use of natural materials, Naawan Agri-Dev Center has ventured into the production of soap with goat’s milk as the main product ingredient, a soap component that was starting to gain extensive popularity. The competition culminated with a Fair Trade orientation and awarding ceremony held at the USC audio-visual room on October 9, 2006.

The pre-awarding orientation put the competition in the context of Fair Trade. It put emphasis on the idea of developing local products and industries and using available indigenous resources. Tapping the knowledge of experts from the academe, the orientation pointed out that small initiatives and innovative ideas can indeed contribute to poverty alleviation.


Bicol and Zambales producers upgrade product and label designs

With the constantly changing tastes and preferences of consumers for food and crafts products, the need for small producers to faithfully catch up with emerging trends, new buying motivations and stricter requirements was addressed by the product development component of APFTI’s Integrated Enterprise Development Program. Product and label designers were deployed to customize new product and label designs for small producers, putting into consideration the producer’s existing production capabilities, target market, business plan and marketing direction.

For the quarter, APFTI undertook product development for small producers in the food and crafts sector in the provinces of Albay, Sorsogon, Catanduanes (in Bicol) and Zambales (in Central Luzon).



Product Development in Albay and Sorsogon

Eleven crafts producers, with abaca and wood-based products in Albay and Sorsogon (Region 5) came up with 8 new product prototypes (for each) based on design studies presented by APFTI designers. “With an established handicrafts sector in those provinces, the craftsmanship and techniques of the makers are already first-rate, but the designs should be put in tempo with current trends.” said Vads Betonio, APFTI’s technical supervisor.

New designs using materials abundant in the area like abaca, raffia, sea grass, and coco coir were developed. Ten-twenty Nine Designers Eric Legario, Celeste Alinea and Juan Miguel Dionisio handled the product design development The following Albay producers have availed of the IEDP: Prime Legacy (embroidered ladies bag), Marbella Native Collection (lamps and ladies bags), Ging’s Native Products (placemats, table runners, window blinds), Morante Abaca and Iba Pa (abaca angels, dolls).

Those in Sorsogon are Fulgosinos Handicrafts (hats,baskets,placemats), J-Anne Licup Woodcrafts (wood furniture), Shanty Matin’s (bowls, canisters), Kentwood Furniture Shop (wood furniture), Tony Co Handicrafts (lupis bags), Majoh Shellcrafts (chandeliers), and Gubat Agritech Industrial Company (geo textile).

For the food sector, the label designs of 9 producers with product lines such as pili delicacies, meat products and seafood were upgraded. “The market ability of the products depends, in a large extent, on how the products are being presented to the consumers; the label creates an initial impression on the quality of the products” said Ms. Veronica Solano, APFTI ‘s Senior Design Consultant. With limited and generic packaging materials available, the producers were advised to capitalize on the labels that would make their goods more attractive to consumers. Taking into consideration the limited capacity of small producers, the new label designs, even with limited color combinations (to limit the cost), gave emphasis on the brand and the clarity of basic product information.

The following producers’ product labels were improved: Daraga Sweets and Café Deli (Pili delicacies), Portem Pili Nut (Pili), Ravago’s Meat Products (Guinobatan longganisa) , Lolo Ponching’s Meat Products (Guinobatan longganisa), Cherry’s Food Delights (broas, mamon tostado), L.V. Obed Enterprise, Banaag nin Sarong Grupo Inc.(polvoron), ABG Food Products (bottled bicol express), Kim Crabs and Marine Products (crab meat).


Product Development in Zambales


Nine (9) food producers in Zambales underwent packaging and labeling design development. Parallel with the launching of the provincial quality seal “Zambales Finest”, the new product labels were presented to the public during the Likha ng Central Luzon Trade Fair. The new labels realized the vision of DTI Zambales to refine the look of traditional Zambales goods and to give a mainstream appeal to the labels. Ms. Lenny Baluyot of DTI Zambales pointed out that the province’s food products have great potential if quality, ingredients and preparations will have to be considered. The labeling design intervention ensured that the new labels do reflect those qualities.

The labels of the following enterprises were improved: Erica Fellici’s Enterprise (pastillas, yema, sweet tamarind), Nana Emyang Fish Products (fish sauce, bagoong), Cora’s Cashew Delights (cashew nuts, cashew candy), Eight V’s Enterprises (Ginger tea, powdered ginger), Sonia’s Sweets (sesame candy, banana chips), Bulawen Dairy Goodies (pastillas, milk chocolate kisses), Green Thumb Agri Products (fresh mangoes, mango nectar, dried fruits), Juliet’s Pastillas (pastillas), Eggo’s Manufacturing (bagoong).

For the crafts sector, 3 crafts manufacturer underwent product design development. The program came up with 24 new product prototypes that were initially showcased during the “Likha ng Central Luzon” regional trade fair. Ten-twenty nine (10-29) Designer Ira Soriano took charge in generating 8 new designs for each of these producers: Scentdle Enterprises (candle, candle holders), Zambrox (stone crafts, candleholders, paper weight) and Modecraft (furniture, wooden bowls). Ms. Soriano pointed out that the variety of materials that these producers have been using made the design process challenging but the uniqueness of the materials could also be an advantage. Zambrox, for example, has been using periodite igneous rocks, which are rare and can only be in the mountainous areas of Zambales. Modecraft on the other hand, has been using scrap wood and driftwood sourced out from the forests of Palauig and San Narciso.



Packaging and Labeling Design in Catanduanes


The product labels of five (5) food producers in Catanduanes were improved. APFTI enhanced the labels of Elpedes Pancit Bato, Sarilikha Food Products, Belen’s Pinahamis na Pili Atbp, Catanduanes Food Products, and Nelia’s Food Products. After assessing the producer’s personal preferences, APFTI designer Dennis Bautista, came up with 8 label choices for each producer. Catanduanes partner-producers chose to retain some traditional element present on their previous labels and infused fresh concepts into it. Mr. Bautista emphasized that an effective product labeling should also consider the market they would like to target. While completely changing the design could sometimes be beneficial and would make the goods stand out when compared to products of the same type, retaining some traditional elements could facilitate recall. Some Catanduanes producers, especially those who have strong local customer-base, chose to do minimal alterations to their labels.



APFTI hones partner producers’ product pricing and negotiation skills

APFTI conducted several pricing and sales negotiation trainings for the quarter. Under the Integrated Enterprise Development Program (IEDP), partner-producers will have the privilege to join three training courses addressing specifically identified production and marketing concerns.

Assessing their immediate training needs, majority of partner-producers chose to hone their skills in preparation for the trade fairs they had targeted to join in. For the quarter, trainings on trade fair participation, effective costing, and visual merchandising were provided.


Effective Pricing and Costing for Iloilo Food Producers

Seventeen (17) Iloilo food producers participated on a seminar on “Effective Pricing and Costing” as a course offering under APFTI’s Integrated Enterprise Development Program (IEDP). Held at the DTI Audio Visual Rooom in Iloilo City on September 28-29, 2006, the course provided some techniques in costing that allowed the producers to appropriately price their goods “ They need to consider the actual cost of production without sacrificing the product’s competitiveness” said Liza Zurbito APFTI’s training supervisor. As an output, the course asked them to make price computations for at least 5 of their products. A costing template was given during the training. Training Consultant Mr. Felizberto Bombase served as the seminar’s resource person.


ANP taps APFTI on visual merchandising

The Association of Negros Producers (ANP) sought the assistance of APFTI in providing visual merchandising and booth design training to its 25 member enterprises. Held in Bacolod City last August 30, 2006, the session prepared the participants for the effective staging of “Negos! Negros!” Trade Fair, held at Rockwell in Makati City, the succeeding month. Majority of those who attended have already been participating at various regional and provincial trade fairs but still interested in learning new merchandising techniques that has been tested to maximize sales during fairs. By strengthening partnerships with established producer organizations such as ANP, APFTI was able to facilitate co-operation and co-ordination among small producers, bringing in the idea of working as a community for mutual development.

Mr. Leonardo Rosete of the University of the Philippines College of Fine Arts gave a rundown of things they need to consider when setting up trade fair booths. “Merchandising displays are designed to attract viewers and guide them to a specific course of action-usually a sales result.” explained Mr. Rosete. He emphasized that an effective booth design should deliver information, impart learning or appeal to the desires of customers.


APFTI hones Zambales producers’ negotiation skills

. Eleven (11) producers from the food and crafts sector attended the training on “Effective Trade Fair Participation” last September 13, 2006 at the Zambales Provincial Capitol. The session prepared the producers for the “Likha ng Central Luzon Trade Fair” which was staged by DTI Region 3, later in October. The producers requested the particular course, for they saw the regional fair as the culmination of APFTI interventions aiming towards the greater goal of creating a provincial quality seal. In order to maximize the event and to generate positive sales result, they saw the need to further equip the producers with efficient negotiation skills. Excellent Training Concepts (XTC!) trainer Ms. Fe Avila provided the inputs for the session.


Fair Trade Zones carry the “Buy Local ,Buy Fair Campaign” to trade fairs

Strengthening APFTI’s ties with the Department of Trade and Industry regional and provincial offices, and other leading trade fair institutional organizers, the trade fair facilitation activities put emphasis on targeting the domestic market for the products of small producers, particularly those practicing social responsibility in their respective businesses. APFTI intensified for the quarter, the Consumer Awareness Campaign on Fair Trade, further incorporating the principles of the cause to the market access intervention provided. The organization built Fair Trade special settings and advocacy booths within these trade fairs, which disseminated basic information about the advocacy to visitors and consumers.

APFTI brought in small producers, carrying their new product designs and labels at Fair Trade Zones organized in the following trade fairs: Likha ng Central Luzon, Bahandi Trade Fair, Orgullo kan Bikol, Buy Pinoy and Treasures of Luzon.


Zambales Finest seal at Likha ng Central Luzon


As the culmination of APFTI’s production and marketing interventions, 10 partner-producers in Zambales participated in the Likha ng Central Luzon 2006 held at SM Megamall, October 4-8, 2006. Carrying their provincial quality seal “Zambales Finest”, the province’s food and crafts producers exhibited for the first time, their new product prototypes and new labels, which were the outputs of APFTI’s product development program. The producers offered native delicacies such as pastilles, tarts, puree, ginger tea, dried mangoes and marine delicacies. Aside from the sponsorship, APFTI also assisted the Zambales group in visual merchandising and in putting up the special setting. The group bagged the 3rd best provincial booth design commendation from the organizers. As of the moment, they already generated a total of P 913,429 in cash and negotiated sales.


Samar and Leyte partner producers join Bahandi Trade Fair


Twenty partner producers (20) from Samar and Leyte participated in the Bahandi Trade Fair. The Bahandi 2006 Eastern Visayas Regional Fair organized by the Bahandi Producers Association of Eastern Visayas and DTI Region 8, showcased new food and crafts products from Samar, Leyte, and Biliran. It was held in SM Megatrade Hall 3 from September 20-24, 2006.

APFTI partners carried abaca-based gifts, toys and housewares, sinamay rolls, raffia rolls, ladies handbags and other fashion accessories, Tikog mats and other fashion accessories, pandan-based gifts, toys and housewares, fossilized leaves, handmade paper products, holiday decors and furnishings, baskets and ceramics. Processed food and native delicacies such as moron, yema and binagol were made available.


DTI works with APFTI for Orgullo Kan Bikol


Department of Trade and Industry Region 5 sought the assistance of APFTI in setting up the central stage for Orgullo Kan Bikol. On its 10th year, OK Bikol featured One Town One Product (OTOP) goods coming from Albay, Camarines Norte, Camarines Sur, Catanduanes, Masbate and Sorsogon. The special setting combined different products from the fair to highlight the region’s product specialization, thus achieving the thrust of the OTOP program. A total of 81 Bicolano entrepreneurs joined the event to promote Bicol’s diverse and unique products such as home furnishings, giftware, holiday décor, wearables, fresh and processed food products, organic and natural products, furniture and cutlery. The fair achieved its P15-million sales target, on its one week run (October 19-22) at SM Megamall. Five APFTI partner producers’ newly improved product labels were likewise launched during the fair.


Buy Pinoy Exporters Fair introduces Fair Trade products to local consumers

APFTI, for the 5th time, has partnered with the Philippine Exporters Confederation in staging the “10th Buy Pinoy Exporters Fair”, that ran from Augut 9-13, 2006 at SM Megamall. As a bi-annual show, Buy Pinoy has been giving local consumers an opportunity to purchase locally made, export-quality products from different parts of the country. Seeing congruence in the goal of providing market access opportunities to small producers, APFTI sponsored 7 partner-producers to the fair and built the fair’s central product display setting. APFTI partner producers generated a total of P 410,000 in cash and negotiated sales. A Fair Trade advocacy booth that sold Filipinas Fair Trade Ventures Circle products also received a number of inquiries.


Buy Local, Buy Fair Campaign at Treasures of Luzon (OTOP Luzon)

Treasures of Luzon, the first Luzon- exclusive Island Trade Fair organized by Philexport in cooperation with DTI, and CITEM ran from August 15-19, 2006 at SM Mega Trade Hall 2. The fair showcased OTOP products from 8 regions and 37 provinces in Luzon. In a lifestyle setting, APFTI put together a Fair Trade advocacy area wherein products and collaterals about Fair Trade were combined. APFTI took the opportunity to reach and to educate visiting consumers about the advocacy and on what could be their contribution in achieving the goals of Fair Trade. A number of inquiries about APFTI’s services and Fair Trade were received and it also gained good media attention for it was featured in a DTI publication and in “Asenso Pinoy”, a TV program on ABC 5.


PEACE Project Begins

Promotion and Enhancement of Arts, Crafts and Environment (PEACE) in Agusan del Sur, a Panibagong Paraan winning entry of APFTI and Tao Foundation, seeks to develop the traditional crafts of various IP groups in the area while simultaneously facilitating the improvement of the organizational capabilities and business management skills of these groups. Aus-Aid and PACAP chose to fund the initiative.

Taking off from the experience they gained from participating in Yamang Mindanao Island Trade Fair, the indigenous people groups (Manobo and Higaonon) of Agusan del Sur involved in the PEACE Project have undergone some initial organizational development and marketing trainings. APFTI’s Penpen Libres, Arnel Astillero, Liza Zurbito and Jyon Hontanosas facilitated these sessions. Preliminary consultations with 10-29 designers in connection with the development of their designs have also started.

The session on organizational development familiarized them on the basic concepts, formats, and importance of project planning, evaluation and monitoring. The initial session also explored the possibility of creating an umbrella organization that will consolidate the efforts of these different indigenous groups. And as an initial training course on marketing, APFTI’s Mr. Jyon Hontanosas elaborated on the available opportunities for the products of indigenous groups and explored possible marketing strategies that they can utilize.



APFTI Joins IFAT-Asia Bangkok Conference


The International Fair Trade Association (IFAT) member-organizations in Asia convened in Bangkok, Thailand last September 17-21, 2006. Organized by the Asia Fair Trade Forum (AFTF), the conference gave updates on AFTF banner programs (market access, product development, and business skills trainings), as well as, discussed some recent Fair Trade studies and projects like the Manila Consumer Awareness Campaign, the US Market Study, the E-Commerce Initiative, Nepal Fair Wage Study Guidelines, and the Producer Protection Fund.

The conference explored alternative marketing avenues for Fair Trade such as the internet, local Fair Trade shops and the public sector. It also explored possibilities of inter-FTO organizational trading to complement the market access opportunities in developed Northern countries.

Ms. Claribel David, APFTI Board of Trustee and IFAT Asia Representative, gave the plenary a background on the Asian Movement and presented the new strategic plan of IFAT. APFTI took the opportunity to network with Asian Fair Trade Organizations. APFTI Executive Director Rommel Agustin, Board of Trustee Gabriel Ma. J. Lopez and Advocacy Manager Ronald Lagazo attended the conference.



IFAT Representative Claribel David Participates at IFAT European Conference


Claribel David, APFTI Board of Trustee and the only Asian positioned at the IFAT Executive Committee, participated in the European Regional IFAT Conference held in Paris last September 24-27, 2006. With the theme, “FTO in Europe: Building a Common Future” the conference gathered FTO’s from at least 19 European countries.


Established in 1989, IFAT comprised 220 Fair Trade Organizations from 70 developed and developing countries all over the world. As a solid force in Europe, European Fair Trade Organizations looked into the advocacy work, campaigns and profiles of each member participants. It also presented the Italian Fair Trade Campaign, a successful advocacy model wherein public authorities and public sector institutions were mobilized to institutionally support Fair Trade products. Updates on successful Fair Trade legislations in Wales and Scotland were likewise presented.