Sue Kastensen, 
VFC Board of Directors,
Project and Creative Advisor
Fair World Project

What a difference a year makes. And what a difference your support of fair trade makes! We have much to celebrate, and also much to ponder, as we grow the fair trade movement this year.

The good news is: the sales of fair trade products, along with those of other ethical initiatives, continue to grow very well despite our sluggish economy. More products, including multi-ingredient products, are coming to market, and large corporations are paying attention to this trend. This is a wonderful time for the consumer: our sphere of impact will widen exponentially!

Domestic Fair Trade (DFT) initiatives in North America and Europe are expanding as the concept gains relevance and acceptance. Italy has taken the lead in the production of DFT goods by offering a wide array of fair trade and organic cooperative-manufactured products under the label Solidale Italiano. Switzerland, France, Germany and the UK offer DFT initiatives, many of which include local, and in Germany, also include dairy products!

Today DFT certification is available in the US as well. The North Carolina-based Agricultural Justice Project has developed a set of standards for North America and has accredited several certifiers, such as our very own Midwest Organic Services Association (MOSA), to validate farmers and other organizations.

The US-based Domestic Fair Trade Association (DFTA) continues to grow in both membership and impact. This year the four-year old organization will launch a product evaluation service to examine products, and the producers and organizations that make and market them, for fair trade ingredient content along with organizational commitment and practices. The association is composed of producers, manufacturers, farmer and farm-worker organizations (and other food chain workers), NGO’s and retailers.

Of course, with growth and success come changes and challenges.

One such challenging change is the announcement that Fair Trade USA (FTUSA), formerly Transfair USA, resigned its 14 year membership and marketing/certifying relationship with Fairtrade International (FLO).  The announcement surprised FTUSA franchisees which were forced to choose which organization they would continue to work with: FLO or FTUSA.

FTUSA’s controversial shift was designed to “innovate the Fair Trade model” and “double US sales in for producers by 2015” at least partially through “investing in cooperatives”. FTUSA can realize such an ambitious goal by certifying farm (and other) workers; essentially creating an opportunity to include coffee plantations and other labor-based business models in the scope of fair trade. While growing the producer and labor base is important, these so-called fair-trade-certified coffee plantations will directly compete with the small producers that ‘fair trade’ was designed to protect. You can read more about their initiative on their website: www.fairtradeforall.com

FLO will continue to work with 25 other countries on their major labeling initiatives, including Fairtrade Canada, and hopes to maintain several of their franchisees.

FTUSA’s new position has generated concern about the direction fair trade is taking. Here in North America, fair trade organizations – co-ops, manufacturers, retailers, NGO’s and more – will meet to discuss the future of fair trade in the North American market. Representatives of both commodity and craft organizations from around the world will also attend and participate in the discussion.

The Fair Trade movement is experiencing growing pains. On the one hand, the interest in ethical and environmental consumer concerns is inspiring and important in changing trade. On the other hand, rapid growth attracts organizations that see fair trade merely as a marketing tool. Ethical consumers must continue to educate themselves to fundamentally support producers. Remember: we are a powerful force in shaping the future of fair trade!

And now it’s time for us to celebrate our co-creation of a fair world!

For a guide to fair trade principals; and fair trade news, stories and interesting perspectives, check out the latest issue of For a Better World publication located in the foyer of the store, or visit www.fairworldproject.org

Frank Kroncke, VFC Board of Directors

I’m involved with AMOS, (Advocating, Mobilizing, Organizing in Solidarity) a La Crosse based interfaith social justice group that forms alliances with community groups to work towards creating a compassionate community. LaDonna Redmond of the Institute for Agriculture and Trade Policy (www.itap.org) spoke at our annual meeting about “Food+Justice=Democracy.”

Steve Tippins
VFC Board of Directors

With 2,800+ owner-members, our vibrant food Cooperative is a powerful economic engine in the region. At the recent Annual Meeting the VFC Board began a discussion with our owner-members about future opportunities for our Cooperative. We continued that discussion with another listening session on Nov. 28th at the Driftless Café. A number of ideas were put forth by those present and we will schedule several more sessions—including a few Saturday “Coffee with the Board” events. 2012 has been declared the International Year of the Co-op by the United Nations. The process that we are going through highlights the beauty of the cooperative movement and demonstrates several of the co-op principles.

Let's Continue the Conversation

On Monday, Nov. 28, 6:30pm at the Driftless Cafe in Viroqua, the Viroqua Food Cooperative Board of Directors invites all owner members to a continuing conversation about VFC's future. At the Annual Meeting in October, VFC owners began this conversation and expressed an interest in meeting.

Sue Kastensen 

First and foremost, I want to thank everyone here and every owner-member for helping to create a wonderful, powerful food Co-op and economic engine. Over the course of the last few months I had the chance to stop in over 15 food co-ops around the country. People at every co-op knew who we were and what is happening here.

Steve Tippins

1. Why are you interested in serving on VFC’s Board of Directors?

2. What skills and experiences would you bring to this job? Be sure to note any relevant business background, financial skills, co-op experience and/or leadership experience you possess.

3. What do you feel are the biggest challenges facing the 
Co-op in the next two years?

Curt Brye

1. Why are you interested in serving on VFC’s Board of Directors?

2. What skills and experiences would you bring to this job? Be sure to note any relevant business background, financial skills, co-op experience and/or leadership experience you possess.

• Previously, I served on VFC Board for two terms, 2006-2010, including three years as Board Treasurer.
• I have served on boards for several other local organizations.
• I have over 25 years experience in the financial industry and financial statement analysis.
• I raise organic crops & produce and have an understanding of the organic food industry.

3. What do you feel are the biggest challenges facing the 
Co-op in the next two years?

• Continuing to operate profitably while in difficult economic conditions.
• Establishing patronage dividend program for members.
• Following VFC’s revised Policy Governance to meet Ends Policies.
• Continuing to link with members to determine Co-op direction and meeting their needs.

by Frank Kroncke, Board Secretary