In France, at least three organizations import and wholesale fair trade products from the South: Solidar'Monde (EFTA member), Andines and Aspac. Besides these organizations, there is one (coffee) licensee of Max Havelaar France.
Solidar'Monde is the most important fair trade organization and the main supplier of the world shops, which are united into the F‚d‚ration Artisans du Monde.
Max Havelaar France is the equivalent of the Dutch initiative and as such a fair trade mark organization. Unfortunately, no information was received from Max Havelaar France and, as a result, this report includes no data on their licence holders' role in fair trade.
Fair trade products are sold through the 54 registered member shops of the F‚d‚ration Artisans du Monde, bio shops, but mainly through mail- order catalogues. Coffee with a Max Havelaar trademark is sold in certain regions in France; the total number of supermarkets involved is unknown.
Solidar'Monde employs 9 persons and F‚d‚ration Artisans du Monde has 4 full-time paid staff. Most of the world shops are run by volunteers. Their estimated number could be as high as 1500.
In 1994, the wholesale turnover of Solidar'Monde amounted to 1.7 million ECU; the retail turnover of the world shops united in Artisans du Monde was estimated at 1.2 million ECU, and retail turnover through mail order catalogues approximately 710,000 ECU. Food products represent 38% of gross sales, while handicrafts account for 61% of turnover. Although fair trade has grown substantially, especially during the last three years, a high market potential still remains to be tapped.
For example, the market share of coffee, the most important product, is only 0,1ţ. According to a recent survey, 37% of the general public are prepared to pay a higher price for products which are traded in a fair way. A problem appears to be the limited number of world shops and other points of sale.
As in many other countries, the majority of customers of world shops are middle-class women. Solidar'Monde and the F‚d‚ration Artisans du Monde put a substantial effort into raising awareness of fair trade and improving the system for marketing the products by making use of the media and by conducting campaigns. The budget of Solidar'Monde for these activities amounts to 92,000 ECU; that of F‚d‚ration Artisans du Monde is between 77,000 and 153,000 ECU.
Little information is available about the price difference between world shops and the regular retail system.
| import organizations: | at least 4 |
| wholesale organizations: | at least 4 |
| retailers: | |
| world shops | 54 |
| points of sale: | - |
| staff: | |
| Solidar'Monde | 9 |
| Andines | 4 |
| Aspac | 1 |
| Artisans du Monde | 4 |
| trademarks: | Max Havelaar |
| retail channels: | |
| mail order | yes |
| world shops | yes |
| commercial stores | yes |
| commercial chains of stores | yes |
| budgets for education & PR: | |
| Solidar'Monde | 9200 ECU |
| F‚d‚ration Artisans du Monde | 77,000 - 153,000 ECU |
| wholesale turnover: | |
| Solidar'Monde (1994) | ca. 1.7 million ECU |
| retail turnover: | |
| World Shops (= Artisans du Monde) | ca. 1.2 million ECU |
| mail order catalogues | ca. 0.7 million ECU |
| Max Havelaar coffee | ? |
| estimated total retail turnover | ca. 2.5 million ECU |
| public awareness of fair trade: | - |
| public awareness of fair trade products: | 13% |
| willingness to pay a higher price: | 37% |
| market share: | |
| coffee | 0,1% |
| turnover per product category: | |
| (Solidar'Monde) | |
| food: | 38% |
| handicrafts: | 61% |
| other: | 1% |
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