Booming York company also a force for good in the world
York News and Times April 2008
With the launch of the first Fair Trade franchise in the UK, an outstanding team and a trend towards environmentally friendly retailing, York based company Shared Earth is exceeding expectations.
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.
“We have always aimed to address the imbalance of wealth, working together with people from different cultures while earning a decent living and, because we make good profits, we are able to offer our suppliers a good and fair price for their products,” explains Jeremy Piercy, founder of Shared Earth.
Shared Earth link the customer with product origins through an enchanting colourful retail environment. This gives shoppers a sense of what their purchase means to the artisans who hand make the delights displayed. A selection of their products can be found at www.sharedearth.co.uk.
Despite a difficult retail climate in the UK in recent years, Shared Earth’s 7 shops operate successfully. Three of these shops have opened within the last 3 years with sales and profit substantially increasing. With average sales from a non-branded Fair Trade shop being around £75,000 per annum, Jeremy’s Shared Earth shops generate an average of £300,000. “Fair Trade is making such a difference,” explains Jeremy. “Critics are quick to question whether the Fairtrade logo is just another way of businesses to profit. We can prove that the profits of fairly traded goods are directly benefiting people at the bottom of society.”
Shared Earth regularly travels with staff and designers to visit its overseas producers in countries like India and Nepal. This keeps everyone focused on the same goals; to create ethically sustainable products and check that the money is getting to the people who need it most.
Shared Earth took a team of 12 people to India between 5 – 18th January 2008 as a product buying and press trip to report back on the good work of Fair Trade. During the trip the Shared Earth team visited handicraft suppliers in Delhi, Agra, Saharanpur and Kolkatta. A blog site was set up to report back on the trip as it happened. Many members of regional and national press were invited to follow the trip online at www.sharedearthnewsandmedia.co.uk.
Jeremy organised the trip, “During our visit we reviewed a selection of Fair Trade projects set up by Indian suppliers, which are designed to give back to the community. We visited a slum, orphanage, workshops and schools all of which have been set up or funded through Fair Trade. It was a pleasure to view the progress and positive impact for workers, families and communities. With an increase in sales of 8% within our shops, we are hopeful of a positive take up for our new Shared Earth franchise package. This will give the industry a real boost.”
With Jeremy’s plan to grow through franchising, his business alone is capable of doubling UK-wide sales of non-food Fair Trade products. Awareness should also grow as Jeremy works to finish his first book, which captures the wonderful experience that Fair Trade provides for all of its participants. Other books on Fair Trade are available, but this will be the first one written from someone actually trading, as opposed to a journalist, academic or campaigner.
Jeremy has been delighted at the huge initial response to the publicity about the franchise opportunity. The franchise has attracted national press interest from newspapers such as the Daily Mail, Daily Express and the Sunday Mirror. So far, Shared Earth have undertaken two Discovery Days where interested individuals receive a behind the scenes tour of the York head office.
“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,” adds Jeremy.
