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.
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.
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