| A long time confidential, the equitable trade acquires little by little a notoriety near the public. For as much the consumers ask more transparency and guarantees vis-a-vis a concept which gathers actors as many as different visions. |
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The notoriety of the equitable trade believes in a considerable way. Whereas 9% of the French stated to know the equitable trade in 2000, they are 80% today. However, knowledge of the concept rhyme not inevitably with comprehension of the stakes: 57% of the French having heard of the equitable trade judge that they have not enough information on real operation equitable trade, that it is on the level of the production of the products, the indeed versed incomes to the local producers or of the traceability. It is what a study carried out by Ipsos reveals the 21 and March 22, 2008, on behalf of the Platform for the equitable trade, the Ministry for Foreign Affairs and the Group of search and technological exchanges (GRET). Problems discussed at the time of a roundtable organized at the time of the 4th national forum of the equitable trade which proceeded the 25 and April 26, in the City of Sciences in Paris. According to Jean-Pierre Loisel, sociologist at the National institute of consumption (Inc), the consumer judges that the equitable trade gives a direction to consumption in a world of hyperconsommation. However, a lack of transparency, of clarification in the guarantees and the definition of the prices can constitute a brake with the act of purchase. |
| A problem of definition The offer of the equitable trade diversified much these last years. Limited a long time to food and the craft industry, it opens today with other sectors: fashion, furniture and even tourism. This multiplication of the actors involved a diversity of definitions, throwing the disorder in the spirit of the consumer. Under each label equitable trade hiding place a different vision, even opposite concept. If the historical actors defend a political vision of the equitable trade, a true model of company and market, the new entrants have a vision much more pragmatic and commercial of the concept. The consumers wonder about the veracity of the account, on the guarantees, controls, the schedules of conditions which the various labels recover, comments on Emmanuel Rodriguez, confederal secretary of the Trade-union confederation of families (CSF). Associations of consumption formulated a certain number of proposal in order to clarify the rules and to tend towards more transparency. First of all, we ask that which defines the rules of the game not be that which controls, practical very current in the equitable trade today. We also wish that the objectives of the equitable trade are clearly stated, such as for example a better remuneration of the producers. Lastly, that is specified clearly what the various practices recover. The professionals themselves wish a clarification of the practices: There is a true fashion around the equitable trade and of responsible consumption. One sees flowering a quantity of logos, of tendentious packaging which can sow the disorder in the spirit of the consumer, notes Julie Maisonhaute, coordinator of the Platform for Equitable trade (PFCE). |
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A necessary regulation? In 2006, the French agency of standardization (AFNOR) carried out an attempt at clarification of the equitable trade by bringing together around the table the main actors of the sector. If the initial idea were to arrive at the establishment of a standard, the discussions have leads only to one booklet of documentation laying down the rules of the game of the equitable trade. Three principles were then retained by the reference frame: the balance of the commercial relation, accompaniment of the organizations of producers or the workers engaged in the equitable trade, the information and the sensitizing of the public. Various interpretations of these principles by the actors lead, on the ground, to a taking into account of different criteria and to schedules of conditions increasingly more varied, involving a problem of legibility for the consumer in the ray of supermarket. Julie Maisonhaute questions herself: Does one need an intervention of the public authorities? We are rather favorable to such a framing, even if this interrogation is very free French. It takes shape today a form of public recognition of the various organizations of guarantee, via the creation of a National Commission of the equitable trade, which should be born in the current of the year 2008. With the international level, a draft standard ISO also emerges in order to better frame the practices of the equitable trade. While waiting, the consumer must trust with the various initiatives of existing private guarantees such as Max Havelaar, Ecocert, FTO or Minga. Source |
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