2 B farmers in the world, many of them live in poverty 2 B farmers in the world, many of them live in poverty. Oxfam works with others to create lasting solutions to the injustice of poverty Most of the public is unaware about the supply chain and the actors and related problems (the iceberg). They see the brands of the Food and Beverage companies. So brands are more exposed to public pressure and can leverage this to the whole value chain (iceberg). The Iceberg also means risk for the companies (sourcing risk and brand risk)

Oxfam Behind the Brands 16 november 2018 Look in the supermarket: many products. We seem to have a lot of choices, but many brands are made by the same company. We want to look behind the brands…. Total sales 1 billion a day

More value to farmers: living income 16 november 2018 More value to farmers: living income More added value to the farmer. More transparency in the value chain: costs and benefits Productivity increase alone not sufficient, Chocolate is too cheap! See our barometer later....

Green Santa Claus in Holland 2009 Retailers, Mars, Ecom, government: 50% sustainable cocoa in 2015 November 2009 Groene Sint en StoereVrouwen bij hoofdkantoor Lidl Reactie Lidl: “zie volgende slide….” 2 million people informed via TV consumer show. 100,000 consumers supported campaign in 3 weeks time

Food for thought Consumers are conditioned to buy cheap products 16 november 2018 Food for thought Consumers are conditioned to buy cheap products Chocolate is too cheap! Will higher prices lead to less demand? Negative marketing works Introduce INDECENT label for not certified products? Regulation to get indecent products from the shelves? Brands to communicate real story to consumers Too cheap: external social and environmental costs not included Higher prices to farmers, but less volumes to sell, may not improve their income Negative publicity: consumers go to competitor and may not come back Woeker label in Dutch.

Thank you for scorecard see www.behindthebrands.org Frank.mechielsen@oxfamnovib.nl