New Zealand Celsias

Every business wants to create a deep connection with its customers. Trade Aid’s transparent communication creates a compelling reason for customers to return.

Fair Trade stores offer a compelling and straightforward benefit to their customers – buy this product here and now and help the lives of others far away. It works. It taps into a growing body of consumers that base their purchases on two questions:  “Is this good for me?” and “Is this good for others and the environment?

Conscious consumers find value in a positive answer to both questions. And the growth of the global Fair Trade movement suggests that more consumers are asking these questions. The World Fair Trade Organisation, for example, is a network of 350 Fair Trade organisations in 70 countries. 

New Zealand’s part of the network is Trade Aid. Since its inception 35 years ago Trade Aid has opened 32 stores, and work directly with more than 75 trading partners in 30 countries. The partners, usually family groups, co-operatives and associations, use pre-purchase interest-free financing from Trade Aid to scale up and efficiently access raw materials. Trade Aid also shares profits with trading partners.

“Telling producers’ stories in their own words makes emotional connections between customers and producers,” says Geoff White, general manager for Trade Aid Importers.

In every store, Trade Aid profiles the stories of the people behind the products they sell, and the results of that partnership. Trade Aid’s suppliers benefit financially, of course, and reinvest in their businesses and in local community projects. Benefits are also gained through the long term nature of the relationship; understanding through dialog leads to capacity building initiatives that incrementally improve livelihoods.

More at: www.tradeaid.org.nz

For the full case study, visit the NextPlay website