Creating Global Connections Locally

Creating Global Connections Locally

Connecting global producers and kiwi consumers in-store, just got easier at Trade Aid shops around the country.

Throughout April, all Trade Aid shops will be installing touch screen computers that with a simple scan of the barcode will link any product to its global producer. Trade Aid’s unique business model is based on creating direct supply-chains and close relationships with its trading partners and with the addition of this new in-store technology, Trade Aid’s customers are set to benefit from these relationships.

Trade Aid international development staff and buyers visit producers and their communities at regular intervals. By capturing footage, images and interviews while on the ground, Trade Aid’s customers will soon feel several degrees closer to the origin of the handmade crafts and organic foodstuffs that Trade Aid is known for. “Trade Aid’s business model is based on having a good understanding of the issues that producers in developing countries face,” says Trade Aid’s Communications Manager Michelia Ward. “So this is the perfect vehicle for introducing the producer’s world into the world of the consumer. We are really excited to be able to share this information with our customers. ”

The project has been piloted since late 2010 when Trade Aid volunteer and University of Otago PhD student, Jason Taylor, started developing the interactive technology, which got its start as a prototype cobbled together from an old shop scanner and second-hand computer equipment. It was tested in the Dunedin Trade Aid shop, followed by a second generation model trialled throughout 2011 in the Wellington shop. The roll out in April to all stores is set to perform better than ever with the tried and tested third generation technology.

Taylor has attracted international attention with the Trade Aid technology and has been asked to speak at the Fair Trade International Symposium in Liverpool, England in April. Trade Aid has long been aware of the challenge to create real connections between consumers and producers, a key feature of the fair trade model, which has helped to highlight the situation of global producers who suffer from invisibility within global supply chains. ‘‘It’s to empower consumers,’’ Taylor says. ‘‘It changes shopping from a passive consumer experience to one in which they can feel they are involved in fair trade issues.” Trade Aid agrees, “The potential for this technology is endless,” says Ward, “and these are just the first steps we’re taking to look at how we can decrease the distance between our customers and the producers.”

The first version that customers will be able to interact with focuses on Trade Aid’s celebration of World Fair Trade Day on 12th May, the day Trade Aid is organising Global Parties across the country. The screens will be displaying video footage from the World Fair Trade Organization, a network of 450 fair trade organisations, explaining how fair trade works for producers. Customers can also leave messages or test their fair trade knowledge by entering the Global Party competition. The screens are set to regularly refresh their content, enabling customers to engage with new and interesting information.

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About Trade Aid:

Hand made change
At Trade Aid we’re all about change. We’re helping talented people around the world improve their lives through trade.

Made fair
The way we trade helps producers improve their lives

Made by people
Skilled artisans make our beautiful products

Made to feel good
Buying our products changes the world for good

For further information on Trade Aid, please visit our website at:
www.tradeaid.org.nz

ENDS

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