As well as the expert assistance from Shared Earth’s dedicated team of Fair Trade designers, Shared Earth’s head office will be providing specific and professional training to ensure that its new franchisees continue the success of the seven existing shops.

Shared Earth has employed the assistance of a specialist and ethical franchise marketing house to ensure that the individual needs of the franchisee and its geographical area are met. Each new franchisee will be offered specific marketing training and support through a detailed start up plan which takes the franchisee through the weeks prior to the launch of their shop and post-launch marketing and promotional activities. An ongoing and continual plan will also be set to monitor progress and track return on investment.

While this ensures that every Shared Earth franchise has the best possible chance of success, it will also allow its new owner to understand much more about marketing and making their business profitable for themselves as well as the artisans producing the products.

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A trip to visit some of the poorest parts of India has been planned from 5 - 18th January 2008. 10 members of the Shared Earth team are going on the trip to see the positive difference that is being made by the sale of fairly traded products in the UK.

Watch this space for regular updates during the trip as we visit different places, meet the people and report back on what we find.

Key Story Features
· True Stories; from children who were reduced to selling their bodies at train stations
· Fair Trade survey – what people in the UK understand about Fair Trade
· Facts & figures from the International Fair Trade Association & Cooperative Bank
· Indian Artisan Interviews; life before Fair Trade and how it has changed them

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Why is this trip so important?
Because we are reporting back on the positive impact Fair Trade has had on the lives of so many people world-wide.

There is an orphanage for street children near New Delhi, where women from local villages come in to make bags and other products to fund the orphanage. Recently, 3 of those children, who had formerly just begged and sold their bodies on railway stations, had grown to the age of 18 and were confidently in charge of 3 of the craft workshops. “It was a real joy to see them looking so happy and fulfilling such responsible roles,” expresses Jeremy Piercy founder of Shared Earth.

Jeremy would like to see a change in our society away from its materialistic attitudes to life, “I’d like people, especially young people, to understand that it’s what you do and the way you work that matters, not just how much you earn. If people actually started to realise that caring about other people makes YOU more happy, as well as those other people, then attitudes might change and society could only be the better for it.”

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The Fair Trade Foundation reports that the FAIRTRADE Mark is now recognised by 57% of British adults
6% of the UK adult population (2.8 million people) are committed ethical consumers, shopping for ethical products and services every week
The above 6% of adults spent an average per household of £1,600 per annum
In 2006, the average spend per UK household on ethical products and services reached £664 per annum
Ethical consumerism accounted for £32.3 billion in 2006, growing at an average rate of 15% per annum
The Fair Trade Foundation estimated sales of Fair Trade cotton to be £45 million for 2007
Retail sales of Fair Trade tea and coffee reached £118 million, a rise of 43% since 2005
30% of 18 - 29 year olds have campaigned on ethical issues in the past 12 months
78% of 18 - 29 year olds have bought a product in the last 12 months to support local shops

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Fair Trade is here to stay. People have begun to realise that enormous poverty in a world of plenty is not right - that we shouldn’t be buying goods that have been made by people who earn less than $1 a day, who are struggling to put food on the table, who can’t afford to send their children to school. It’s like the movement to end child labour and awful working conditions in Britain in the C19th - it’s picking up momentum all the time because people know it’s a just movement and want to do something to help on a long term basis, rather than just giving donations if there’s a flood or famine. People are also realising that trade has to take the environment into account and that will continue to grow as the effects of global warming become more apparent.

Most people think our prices are very reasonable, in fact usually they’re cheaper than large chainstores, despite us paying more to our suppliers. That’s because the large chains usually pay high rents on the high street, and often put very high mark-ups on their products, so they can reduce later if necessary. Clothing and jewellery chains for instance will buy a product abroad for £1 and sell it for £10. Then they reduce it to half price if it doesn’t sell. We’ll buy it for £1.20 or £1.50 and sell it for £7 or £8 - still allowing us to sell it to our wholesale customers for half that amount, so they can make a decent mark-up too.

Ultimately, our objective is that ALL trade should be fair - and certainly the large chains and supermarkets are taking this message more and more seriously. Shared Earth is already the largest and most professional Fair Trade retailer in the UK - our objective is to grow until Fair Trade gifts, stationery, accessories and other non-food products are available in every town in the UK, no matter how small.

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York based franchisor Shared Earth launched its franchise operation a few months ago which offers serious entrepreneurs, with an eye for a solid profitable business model, the opportunity to become part of the first Fair Trade franchising operation in the UK.

Established in 1986 Shared Earth has led the Fair Trade industry for over two decades, focusing on delivering products that consumers want by managing the design and development in-house. Sales are buoyant across all of its retail outlets, showing significant opportunity and demand UK wide.

“We are looking for individuals with the right qualities who want to own an ethical, profitable business. We are only looking for a small number of franchisees initially so that they receive an excellent level of care,” says Jeremy. 

A wide choice of territories are currently available so it couldn’t be a better time to get involved in this growing industry. For more information about a Shared Earth franchise go to www.sharedearth.co.uk or call on 01904 636400 or email franchising@sharedearth.co.uk to request a franchise prospectus.

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As part of our franchise launch, we are going through a rebranding exercise. Our logo has been updated (with a simpler image of the dancing people), and we have agreed on a new green colour for all our shops; York has just been repainted and looks great.

The other shops will follow next year. We will also refit Birmingham in January and Manchester in April next year, with new slatwall, floors and lighting.

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Our franchising operation was launched at the beginning of October, and we have had over 100 enquiries despite minimal advertising. A “Discovery Day” was held on 15 November, which 7 potential franchisees attended, and the feedback was very positive; at least one person will move to the next stage (a detailed interview/ discussion at their home) in December. Two wholesale customers have also expressed an interest in converting their shops to Shared Earth franchises. A further “Discovery Day” is to be held on 12 February. Our Franchise Manager is Tammy Hullis who is based in York.

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With Christmas fast approaching many people are turning their thoughts towards what presents they should buy for their friends and loved ones.

UK consumers are more aware now than they have ever been about reducing their carbon footprint, opting to save energy and participating in recycling initiatives. However there is another choice that more consumers than ever are making, the choice to choose fairly traded products. These are products which offer worldwide artisans a fair price for their labours and help support entire communities. However, for many people this isn’t the reason why they opt to buy them.

While these products are classified as Fair Trade, they also satisfy consumer need. Everyone wants to be different and the handmade, individual and unique elements of these products make them unique and desirable. They respond to the desires of so many UK shoppers. The desire to be different.

Buying handmade, unusual presents is a sure way to eradicate that Christmas embarrassment when your friend announces that they’ve already been given something exactly the same! Fairly traded unique products help to say a little bit more, that you may be individual, thoughtful, kind and considerate of other cultures.

For those of us that are looking for a new challenge in 2008, why not consider a Fair Trade franchise with Shared Earth? Go to www.sharedearth.co.uk to find out more.

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