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.