Metropolitan Group presents "Branding for Fair Trade Organizations" at the 2009 national Fair Trade Federation Conference.

1. Building fair trade organizations as a brand Lee Collinge and Tanya Zumach, Senior Directors Fair Trade Federation Conference, Portland Oregon March 29, 2009 lcollinge@metgroup.com • tzumach@metgroup.com

3. Social Purpose Brand Framework

4. Why do we exist? A brand answers… Photo: Pangea

5. What is our soul? Photo: Pangea

6. How do we engage? Photo: Pangea

7. Aspirational but true Photo: Pangea

8. Define it.

9. Express it.

10. Live it.

11. Bring to life a mission in a business context. Values Photo: Pangea

12. 3 out of 4 are buying as many green products 1/3 expect environmental responsibility 70% are paying attention Cone’s 2009 consumer environmental survey

13. What are the values that drive fair trade brands? Photo: Pangea

19. New Seasons Market