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TRANSCRIPT
NATURLAND
Upgrade your brand value in South East Asia: NATURLAND positive impact on the value
chain
Biofach Bangkok11 July 2019
NATURLAND
Marie Dunkert, NetworkerNaturland Zeichen ltd.
Marco SchlüterInternational Development Manager Naturland e.v.
SUMMARY
• Naturland is one of the leading organic farming associations globally with65.000 farmers in 58 countries
• Our core assets are our diversity in standards and elaborated qualityassurance and the know-how to build holistic value chains
• Naturland serves as differentiation tool (certification and co-brand)
• Very succesful on German market
• Currently, we are intensifying our efforts to expand our activities in Asia tosupport our regional members and partners
• You can be part of our growing network and international activities
• Established 1982 in Germany by farmers scientist and consumersconsumers
• One of the leading organic international associations• Uniting 65.000 Producer, Beekeeper, Fishermen in 58 countries• Many smallholders united in 147 cooperatives• Total 440.000ha agriculture, forest and aquaculture• > 820 food companies as partner• Ca. 50 employees
NATURLAND IN A NUTSHELL
NATURLAND MISSION – WHAT WE STAND FOR
Promoting the expansionof organic agriculture in
the global northand south
Developing an ecological sound
and fair way of foodproduction, processing and
marketing, as well asreliable trading relationships
Stimulating healthy workingconditions and social
responsibility
Naturland is special as it units organic, social and fair
ConsumerSociety
Purpose
Retail/ MarketCompanies
Naturland ecoystem
NATURLAND – A GLOBAL COMMUNITY WITH FARMERS IN THE DRIVER SEAT
AppreciationMarket value
Producers
Governance +
Membership
Market access
Creatig value byprocessing of Naturland raw material
Naturland services
Farmers services: Training and
representation
Variety ofprivate
standards
Increased credibility= quality assurance
Premium (co-) Brand
to differentiatefrom the market
Building valuechains connecting
farmers, companiesto markets
PUBLIC STANDARDS
…define the minimal legal level of organic agricultural productionagainst misuse.
• In Europe, private standards have been developedbefore any governmental legisation.
• Today, private standards of producer associationsallow to develop new áreas and set higherrequirements evidently higher.
Thus, private standards are driver for innovation and provide additional value in terms of quality, market access and confidence.
Private standards
• EC regulation, NOP, JAS are not a guide for practitioners, but a regulation
• Naturland believes: Standard must be set by farmers – in dialogue with consumers/society
• Naturland private standards provide added value combinedwith a strong quality assurance
• Complementary with government legislation
Added value by a farmer-led standards
NaturlandStandards
Organicproduction
and
processing
since 1982
Fair Trade South & North
since 2010
SocialResponsibility
since 2005
environmental social economic
FARMERS SELF-DEFINED NATURLAND STANDARD
Standards on• Agriculture (also
tropical)• Processing• Aquaculture• Wild capture
fishery, • Fair economy• NEW: Insects
Since 2016 a full inspection on Naturland Social standards became mandatory. There will be special focal points for each inspection year.
NATURLAND REQUIREMENTSocial responsibility
1. Human rights
2. Freedom to accept or reject employment
3. Freedom of association
4. Equal treatment and opportunities
5. Children rights
6. Health and safety
7. Employment conditions
7.1. Contracts
7.2. Equal treatment
7.3. Wages
7.4. In kind payment
7.5. Working hours
7.6. Social benefits
7.7. Further education
NATURLAND QUALITY ASSURANCE
• Whole chain traceability: whole value chain needs to beNaturland certified
• Compliance with the Naturland standards is checked in annual inspection by external inspection body
• Regular training of control bodies according to the Naturland standards, additional quality visits by Naturland staff(internationally at least every 2 years)
• Every Naturland producer/ Naturland processor has a contactperson at Naturland
• The Naturland certification system is accredited by IOAS toverify certification performance according to ISO/IEC 17065
• The Naturland seal enjoys great credibility amongst traders and consumers in Germany.
• It provides added value to differentiate from competitors as premium organic.
• It functions as co-brand – as seal of trust for organic beyond government standards including an unique quality assurance system.
• Naturland helps to source raw materials and final products.
• Also you can benefit from cooperation with Naturland
MARKET ACCESS WITH THE NATURLAND TRADEMARK
NATURLAND COOPERATION WITH PARTNERS
Almost 900 partnercompanies
DEVELOPMENT OF NATURLAND PARTNERS
258
334
405 409436
481525
574626
655687
724
798
869898
0
100
200
300
400
500
600
700
800
900
1000
898 partner from trade and processing(Stand 30.04.2019)
Anzahl der Naturland Partner
NATURLAND SUCCESS STORY WITH RETAILERS IN GERMANY
REWE – 2nd biggest retailer in Germany labels its organic brand with Naturland
German biggest drugstores dm & Rossmann have cooperation agreementwith Naturland
Various certified products in Germaniesbiggest organic supermarkets
EXAMPLE: WE GO WITH PIONEERSNATURLAND PARTNER BERCHTESGARDENER LAND
• First organic dairy since 1973 in Bavaria
• 500 organic farms (to 400 conventional)
• Certified as Naturland & Naturland fair
• 100mn Kg milk/year, 260mn EUR turnover
Naturland organic-fair milk form South-Germany
Naturland organic-fair Cocoa from Dominicanrepublic
Naturland organic-fair sugar from Paraguay
NATURLAND RAW MATERIALS AN EXAMPLE
NATURLAND CERTIFIED SHRIMP PROJECTS IN VIETNAM
NhungMienForestyArea
Ngọc HiểnForestyArea
Black Tiger small scale farmers projectsin Cà Mau ProvinceNăm Căn and Ngọc Hiển District
NATURLAND SHRIMPS ON VIETNAMESE MARKET
• Binca seafood is Naturland partner since many years with aquaculture projects (Pangasius, shrimps)
• Shrimps are sold on the German market
• Since last year they are also with Naturland label present on Vietnamese market
NATURLAND INTENSIFIES ENGAGMENT IN ASIA
BANGLADESCH, 2337
CHINA, 62
INDIEN, 12951
INDONESIEN, 1955PAPUA-
NEUGUINEA, 1239
PHILIPPINEN, 3697
SRI LANKA, 5828
TAIWAN, 1
THAILAND, 1833
VIET NAM, 1345
111 Members
• Naturland has 111 members in Asia representing 31,248 farmers
• This is over 50% of itsinternational farmers
• Differentation possibility on market
• Diverse standard portfolio (Aqua - & Agriculture, processing, forestry, Wild capturefishery, Fair economy, textile, insects)
• Holistic approach to build value chains
• Issue of food safety in Asia (German quality image)
• High credibiltiy as farmer based organisation
• International vision to support building the organic sector
• Market diversification (regional & export markets)
ADDED VALUE OF NATURLAND ENGAGMENT IN ASIA
YOUR OPTION TO COOPERATE WITH US
Processor and trader
Option 1: Co-brand huge part of your
portfolio with Naturland
• Contact us• Identify desired products• Evaluate local market opportunties and export
markets• Identify potential producers/suppliers• Negotiate sub-licence contract• Get certified
Option 2 Co-brand single products of
your brand
Naturland: • quality
assurance• Certification• connecting
company withproducers & market
• Possible commonmarketingcampaigns
YOUR OPTION TO COOPERATE WITH US
Retailer
Option 1: Co-brand yourorganic line
• Contact us• Exchange about
possible products• Negotiate sub-licence
contract• Get certified• Common marketing
plan
Option 2: Place Naturland certified
products in yourshelve
• Contact us• Exchange about possible
products• Identify suitable supplier
(current Naturland partners, current retailer partners, new ones)
• Common marketing plan
Naturland• quality
assurance• Certification• connecting
retailer withpartners and farmers
• Possible commonmarketingcampaigns
If you are the first one engagingwith Naturland on new
regional/national market there arealways possibilities to develop
creative models
SUMMARY
• Naturland is one of the leading organic farming associations globally with65.000 farmers in 58 countries
• Our core assets are our diversity in standards and elaborated qualityassurance and the know-how to build holistic value chains
• Naturland serves as differentiation tool (certification and co-brand)
• Very succesful on German market
• Currently, we are intensifying our efforts to expand our activities in Asia tosupport our regional members and partners
• You can be part of our growing network and international activities
Naturland Association for Organic Agriculturewww.naturland.de/en