Simon Fraser University Fair Trade Campus Annual Update

Simon Fraser University Fair Trade Campus Annual Update June 24, 2013 Designated a Fair Trade Campus: May 2012 Application to: Fairtrade Canada 328 Somerset Street West Ottawa, ON K2P 0J9 Page 1 of 36

1 Contents 1 Introduction... 4 2 Compliance with Standards... 4 3 Availability and Visibility... 5 4 Education... 6 4.A.1 Events on Campus... 6 4.A.2 External Events... 7 5 Promotion / Advocacy... 8 5.A.1 SFU, meets Tim Hortons July 2012 & March 2013... 8 5.A.2 SFU meets Starbucks July 2012 & March 2013, also visits Starbucks Seattle Head Quarters May 2013... 8 5.A.3 Message to Network Campuses...10 5.A.4 Attended Canada Fair Trade Network (CFTN) inaugural Annual General Meeting and National Conference in Calgary January 2013...11 5.A.5 Fair Trade Magazine...11 5.A.6 SFU Mentoring other Universities...12 1. University of Manitoba...12 2. Georgian College...12 4. Dalhousie University...13 6 Audit Findings...13 7 In the News...14 7.A.1 SFU Blazes the Way for Other Institutions...14 7.A.2 UBC Calls All Universities to Celebrate Fair Trade...14 7.A.3 Update on Starbucks Location for SFU Burnaby Campus...14 7.A.4 SFU Collaboration with UBC student for a research paper on Fair Trade...14 7.A.5 Burnaby Now Starbucks in SFU s Future?...14 7.A.6 BCIT May 2013 Interview...14 Page 2 of 36

8 Independent Businesses & Office Locations...14 9 Other Fair Trade Initiatives...16 9.A.1 Fair Trade Survey...16 9.A.2 Responsibility of Dining Services Manager...16 9.A.3 SFU Bookstore Sustainability Shop...16 9.A.4 Future Direction of Fair Trade Campus Program...17 9.A.5 Fair Trade Coffee and Tea in Office Locations...17 10 Future Plans...18 10.A.1 Introduce Ethical Bean to Fair Trade Coffee July 2013...18 10.A.2 Fair Trade Ambassadors...18 10.A.3 Fair Trade Bananas...19 10.A.4 Fair Trade Chocolate in Vending Machines...19 11 Engineers Without Borders...19 12 Appendix...19 A. Increase in Availability and Visibility Standards...19 B. SFU Participates in a UBC Research Project...26 Page 3 of 36

1 Introduction Maintaining a Fair Trade campus status and helping promote Fair Trade at SFU Simon Fraser University (SFU) seeks to be Canada s most community-engaged research university, defined by its dynamic integration of innovative education, cutting-edge research and far-reaching community engagement. Adhering to the practices of Fair trade and maintaining the Fair Trade Campus status are a key part of this strategic vision. SFU adheres to the objectives and practices of Fair trade - better prices, decent working conditions, local sustainability, and fair terms of trade for farmers and workers in the developing world. SFU is committed to being a model for community sustainability, demonstrating leadership through support of Fair Trade and advocating for ethical purchasing practices throughout the University community. The University, in partnership with the Simon Fraser Student Society ( SFSS ), has worked hard over the past year to maintain the changed behavior and buying habits at our campuses, and to promote fair trade practices, in order to conform to Fair Trade Canada requirements. This academic year, we have started to promote the virtues of fair trade on all of our campuses, and we will continue to accelerate the pace in the coming years. The purpose of this update is to outline SFU s compliance with the Fair Trade standards and to state our efforts as we continue to promote and expand the variety of Fair Trade product offered. 2 Compliance with Standards SFU has three campuses in the Vancouver area, with its main campus in Burnaby having 25,000 students. Food services on the Burnaby campus are managed by the third-party contractor, Chartwells, and by the SFSS within the student union building. The University does not directly operate any food service venues with its own employees nor does it have any food venues at its Surrey or Vancouver campuses. Catering services on the Vancouver campus are managed by third party contractors, Lazy Gourmet and Delta Vancouver Suites Hotel. Surrey does not have a dedicated food service or caterer. A Blenz franchise is located on the campus. For the purpose of compliance with the Fair Trade standards, SFU has worked closely with Chartwells and the SFSS to raise the level of ethical purchasing practices. As well, we take pride in the fact that we required all RFP bidders to adhere to fair trade practices for coffee Page 4 of 36

and tea services in order to be considered for our major Vancouver Campus Catering Contract (May 2012), Surrey Campus Blenz Coffee (May 2012) and Burnaby Campus Dining Services Contract (August 2012). 3 Availability and Visibility In addition to meeting the availability and visibility Fair Trade standards in May 2012, SFU is committed to expanding the variety of Fair Trade product offered in each of the food service venue locations. The following table provides an overview of additional Fair Trade product introduced since May 2012. Business Name Simon C s Convenience Store Mackenzie Cafe Dining Hall, near Residences Renaissance Café Vancouver Campus Catering SFU Bookstore Additional Fair Trade Options 1. Camino Chocolate Bars 2. Fair Trade Sugars -Brown Sugar -Cane Sugar 3. Increased Visibility 1. Camino Chocolate Bars 2. Fair Trade Sugars -Brown Sugar -Cane Sugar 3. Increased Visibility 1. Camino Chocolate Bars 2. Fair Trade Sugars -Brown Sugar -Cane Sugar 1. In Complete Compliance 1. Offers Fair Trade Coffee and Tea as per agreement 1. Oxfam Fair Trade Chocolate 2. Fable Naturals Vegan Lip Balm 3. Fable Naturals Body Lotion 4. Fable Naturals Body Balm 5. Fair Trade Mini Soccer Balls See Appendix A for pictures Page 5 of 36

4 Education 4.A.1 Events on Campus May 2012 SFU Open House This event was held to showcase the spirit and essence of SFU and was open to the general public. At this event there was a booth set up to celebrate SFU officially becoming the second Fair Trade Campus in Canada. There were educational Fair Trade information and take away products available, as well as fair trade coffee offered. January 2013 Sustainability Opportunities Week The purpose of this event was to encourage and expose SFU students and alumni to explore the education, research, career and community engagement opportunities in the traditional areas associated with sustainability. A Fair Trade booth was set up at this event to show case fair trade product offered at SFU, alongside the Bookstore Sustainability on campus, Dining Services showcased sustainable packaging in use at retail locations as well as information on SFU sustainable catering. Page 6 of 36

March 2013 Fair Trade Mob Day The purpose of this event was to encourage students to approach vendors asking them to offer more Fair Trade products. The booth offered educational Fair Trade information, complimentary fair trade bananas, and cupcakes (made with fair trade sugar and chocolate). Fair Trade and ethically sourced products available for purchase at the SFU Bookstore were also displayed. 4.A.2 External Events February 13, 2013 UBC s Fair Trade Week SFU supported UBC s Fair Trade Week by attending the event and setting up a booth to provide information on the different types of Fair Trade products available at SFU, and to educate students about Fair Trade. Sample size Camino Chocolates were given out. http://fairtrade.ca/en/news-views/news/ubc-calls-all-universities-celebrate-fair-trade http://www.nacs.org/publications/campusmarketplace/news/021513fairtradeweek.aspx?id=cm Page 7 of 36

5 Promotion / Advocacy 5.A.1 SFU, meets Tim Hortons July 2012 & March 2013 The Executive Director of Ancillary Services and a student from SFU Engineers without Borders joined forces with UBC and Fair Trade Vancouver and arranged a meeting with Tim Hortons at SFU. The July 2012 meeting was held to notify Tim Hortons that SFU had officially become a Fair Trade Campus and to encourage Tim Hortons to sell Fair Trade Coffee and Tea. Tim Hortons was asked to provide a fair trade campus blend for Canadian campuses and to at least start serving fair-trade sugar. The March 2013 meeting was held at UBC to follow up with Tim Hortons on the progress of making of Fair Trade products available. Tim Hortons announced the launch of the new partnership Blend coffee as their answer to fair trade. No fair trade coffee is forthcoming. Both SFU and UBC expressed their disappointment with Tim Hortons. 5.A.2 SFU meets Starbucks July 2012 & March 2013, also visits Starbucks Seattle Head Quarters May 2013 In July 2012, the Executive Director of Ancillary, along with UBC and Fair Trade Vancouver, met with Starbucks at SFU to push for fair trade coffee. Starbucks was Page 8 of 36

again met by SFU in March 2013 and most recently May 2013, encouraging Starbucks to open the first Fair Trade location at SFU. The Executive Director of Ancillary Services and the SFU Dining Services Manager both traveled to the Starbucks headquarters in Seattle to advise them of the Canadian Fair Trade movement on Canadian campuses and to ask for fair trade coffee selections, including a Fair Trade espresso bean. Starbucks was advised that until they offered a significant portion of Fair Trade coffee, including an espresso bean, SFU would not open a Starbucks on its Campus. A fair trade graphic that is being circulated across Canadian Campuses. Page 9 of 36

5.A.3 Message to Network Campuses SFU & UBC issued a call to action March 4, 2013 urging all Canadian Universities to augment the Fair Trade dialogue with coffee providers. Page 10 of 36

5.A.4 Attended Canada Fair Trade Network (CFTN) inaugural Annual General Meeting and National Conference in Calgary January 2013 The Executive Director of Ancillary Services represented SFU at this meeting and spoke of SFU s journey to become a fair trade campus. 5.A.5 Fair Trade Magazine SFU promoted its Fair Trade Campus status in the January 2013 edition of the Fair Trade Magazine. There will be another SFU Fair Trade promotion in the Summer 2013 Edition of the Fair Trade Magazine. January 2013 Promotional Add Page 11 of 36

Summer 2013 Promotional Add 5.A.6 SFU Mentoring other Universities SFU has worked mentoring the following the University s with their progress on becoming Fair Trade Campuses. 1. University of Manitoba 2. Georgian College 3. McMaster University Page 12 of 36

4. Dalhousie University 6 Audit Findings It is the responsibility of the Dining Services Manager to ensure that all food vendors are abiding to the availability and visibility standards set by Fair Trade Canada. During one of the regular reviews, it was discovered that a food services location, Simon C s operated by Chartwells, was offering Starbucks Pike Place Coffee, which was not Fair Trade certified, even though the coffee container label claimed the product was Fair Trade. The food services contractor was asked to remove this brand of Starbucks coffee blend from the location and they complied. Page 13 of 36

7 In the News 7.A.1 SFU Blazes the Way for Other Institutions http://fairtrade.ca/en/news-views/news/sfu-blazes-way-other-institutions 7.A.2 UBC Calls All Universities to Celebrate Fair Trade http://fairtrade.ca/en/news-views/news/ubc-calls-all-universities-celebrate-fair-trade 7.A.3 Update on Starbucks Location for SFU Burnaby Campus This post on Facebook was viewed more than 10,000 times and the message was retweeted on Twitter asking Starbucks to support Fair Trade coffee. http://www.sfu.ca/fairtrade/in-the-news/update-on-starbucks-location-for-sfu-burnabycampus.html 7.A.4 SFU Collaboration with UBC student for a research paper on Fair Trade See Appendix B. 7.A.5 Burnaby Now Starbucks in SFU s Future? http://www.burnabynow.com/life/north+road+puts+feel+good+event+moms/8332196/story.html 7.A.6 BCIT May 2013 Interview A camera interview was done for the BCIT Magazine in regards to the possibility of Starbucks opening up at SFU's Burnaby Campus and the importance of fair trade coffee for the campus and students. Date of publication is unknown. 8 Independent Businesses & Office Locations SFU has 9 independent businesses serving food on campus and continuing efforts are underway to have them adhere to fair trade principles. The following table provides an overview of level of compliance at each location. Franchise Name Tim Hortons Bubble World Subway Mr Sub Triple O s Renaissance Coffee Blenz Coffee (Surrey Campus) Mini Mart Koya Japan Update on Compliance Not compliant Not compliant Not compliant Not compliant Compliant with availability & visibility standards Compliant with availability & visibility standards Compliant with availability & visibility standards Compliant with availability & visibility standards Does not serve coffee, tea or chocolate Page 14 of 36

Images of Coffee at Blenz Coffee located at Surrey Campus Page 15 of 36

9 Other Fair Trade Initiatives 9.A.1 Fair Trade Survey The SFU Community was asked how important Fair Trade practices are to them during a survey conducted in December 2012. Over 4,000 responses were received. The results indicate that 77% of the SFU Community feels it is important that the SFU adheres to Fair Trade practices. These survey results have allowed us to encourage our food service provider and new retails that will be coming to SFU to adhere to Fair Trade practices and enhance the level of Fair Trade product available. See below for survey results. 9.A.2 Responsibility of Dining Services Manager The responsibility to monitor the adherence to Fair Trade standards at SFU lies with the SFU Dining Services Manager, a new position that was created in January 2013. This person is also responsible for continuing efforts in regards to fair trade products and their promotion. 9.A.3 SFU Bookstore Sustainability Shop The Bookstore has created a Sustainability Shop which features a variety of Fair Trade and ethically sourced product. This provides customers a great option to choose environmentally responsible and sustainable products. The Fair Trade products offered include Fable Naturals Vegan Lip Balm, Body Lotion and Body Balm, mini Fair Trade soccer balls, and Oxfam Fair Trade chocolate bars. Page 16 of 36

9.A.4 Future Direction of Fair Trade Campus Program The Executive Director of Ancillary Services met with Fair Trade Campus Director, Michael Zelmer, CFTN Sean McHugh and UBC May 2013 to discuss future direction of Fair Trade Campus program 9.A.5 Fair Trade Coffee and Tea in Office Locations SFU would like to see all Administrative departments use Fair Trade coffee and tea in their offices. Currently, very few departments offer Fair Trade products and more work needs to be done at this level. Page 17 of 36

SFU Childcare offers their staff Van Houtte Fair Trade Certified coffee. 10 Future Plans 10.A.1 Introduce Ethical Bean to Fair Trade Coffee July 2013 The Executive Director of Ancillary Services, Dining Services Manager and the management team from our food service contractor visited the Ethical Bean Coffee plant in Vancouver to tour operations and learn more on Ethical Beans commitment to Fair Trade practices. It has been decided that the food service contractor will serve Ethical Bean Fair Trade coffee in its campus locations in replacement of Seattle s Best Fair Trade products starting this summer 2013. The main reason behind this switch was that it was felt that Ethical Bean coffee, being roasted locally in Vancouver, was a more sustainable product. 10.A.2 Fair Trade Ambassadors Dining Services will be recruiting Fair Trade student ambassadors to assist with Fair Trade promotions on Campus for Fall 2013. Page 18 of 36

10.A.3 Fair Trade Bananas Our food service provider has committed to bringing in Fair Trade bananas by Fall 2013. 10.A.4 Fair Trade Chocolate in Vending Machines Our food service provider has committed to bringing in Fair Trade Camino Chocolates to add to the vending machines throughout the campus. 11 Engineers Without Borders Engineers Without Borders (EWB) at SFU is an active student club. EWB periodically promote Fair Trade practices around campus. One of the major events in spring 2012 included partnering with Fair Trade Vancouver to host an interactive, stimulating youth conference, Youth for a Fair Today. 12 Appendix A. Increase in Availability and Visibility Standards Simon C s Convenience Store Page 19 of 36

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Mackenzie Cafe Page 21 of 36

Residence Dining Hall Page 22 of 36

Renaissance Cafe Page 23 of 36

Vancouver Campus Catering Page 24 of 36

SFU Bookstore Page 25 of 36

B. SFU Participates in a UBC Research Project FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 1 Fair Trade: A New Reason for Feel Good Food Cheuk Hei (Gloria) Ng Student ID 72193097 University of British Columbia Faculty of Land and Food Systems LFS 350 199 Page 26 of 36

FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 2 Introduction Imagine the feeling of knowing you ve contributed to a greater cause with small everyday purchases. Imagine entering a store with a list of necessities in your mind and not only coming out with a checked off list but with a sense of accomplishment and a side of ethics. This opportunity is available to everyone in Metro Vancouver with the ever-growing Fair Trade movement. Fair Trade is based on a guiding definition that the long-term collaboration between importers and producers are based on mutual agreement through communication, personal development, sustainability, and financial transparency such as set floor prices and social premiums (Fair Trade Labelling Organization International [FLO], 2011; Fair Trade Resource Network [FTRN], 2007; Ruben, Fort, & Zuniga-Arias, 2009; Tsang, 2012). Basic principles that Fair Trade is built around include fair and safe labour conditions, direct trade and long-term relationships, pre-harvest credit, democracy, opportunities for community development, and environmental sustainability (FTRN, 2007; Fair Trade Vancouver, 2013b; Ruben et al., 2009). These standards help improve the lifestyle of the producers and consumers. Producers profit from being paid stable market prices, earning subsidies for their community, and given chances to enhance their skills through training (FTRN, 2007; Fair Trade Vancouver, 2013b). Consumers are given the opportunity to enjoy premium products and reap the rewards of a sustainable world. Methods I was initially introduced to the concept of Fair Trade in my senior years at secondary school but drank my first cup of Fair Trade coffee in my second year of university. Being introduced to this method of living at a relatively late age, I missed out on a lot of opportunities to nurture my ideals. I became further interested in this topic when I learned that the University of FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 3 British Columbia (UBC) became the first Canadian university to be designated a Fair Trade campus (Walters, 2011). The mere idea of being a student at a campus with such strong global involvement made me believe I should improve myself by learning and doing what I can. Upon doing this research paper, I sought the help of individuals throughout Metro Vancouver that have various involvements with the Fair Trade movement. By interviewing individuals from a Fair Trade designated campus and two businesses that support Fair Trade. I was able to get a broader view on Fair Trade and how the Fair Trade Movement is affecting individuals from different sectors. In addition to the interviews, analysis of previous research on Fair Trade and ethical consumerism was completed to support the ideas found within this paper. The questions asked during the email interviews were tailored to each individual and their level of participation in the Fair Trade Movement. Limitations of the report included the lack of participation from large corporations, thus all findings reported were from small to medium sized business. Results and Discussion The continual growth of Fair Trade and ethical considerations has helped a multitude of businesses build a positive corporate image. Fair Trade in a retail setting allows trust to be built between consumers, corporations, and producers behind the products Page 27 of 36

(GlobeScan, 2011; Miller, 2012). On behalf of Fair Trade International (FLO), GlobeScan (2011) conducted an international survey on consumer behaviours in relation to Fair Trade and ethical products. The survey found that 59% of consumers felt empowered knowing that their purchases are making a difference in the world and 58% found that the Fair Trade Certification mark makes their purchasing decision easier and increases their trust of the businesses (GlobeScan, 2011). Previous studies have found FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 4 that consumer behaviour is often dominated by the concept of price, cost and value, quality, and brand familiarity, but the perception of ethical purchases and trust is found to be an equally powerful motivator (Arnot, Boxall, & Cash, 2006; Boulstridge & Marylyn, 2000). Consumers often carry a what can they provide me mentality but the idea of individualism and benefits beyond material satisfaction is continuing to increase (Boulstridge & Marylyn, 2000). With this in mind, Arnot et al. (2006) performed a study which found that regular purchasers of Fair Trade coffee is not likely to switch to a normal coffee despite discounts. This idea of Fair Trade loyalty and ethical considerations during purchases is further emphasized by the interviews conducted with Simon Fraser University (SFU), Choices Market, and Trees Organic Coffee and Roasting House. UBC was the first Canadian campus designated as a Fair Trade campus and SFU soon followed (Strombo, 2012; Walters, 2011). Both campuses meet the standards of Fair Trade campuses by availability of products, opportunities to learn and discuss Fair Trade, and establishment of a committee to ensure standards are continually met and pushed beyond its boundaries (Fair Trade Vancouver, 2013a; Strombo, 2012). Fair Trade campuses play a big role in spreading awareness amidst a younger audience who are beginning to learn how to vote with their forks. During a sustainability exposition, Mark McLaughlin, Executive Director of Ancillary Services at SFU, pointed out students efforts are essential to changing the mindset of large institutions (personal communication, February 10, 2013). Students, along with a symbolic cape for hero of Fair Trade, helped persuade the university president of 2009 to make SFU a Fair Trade campus (personal communication, February 10, 2013). Students helped empower the Fair Trade movement at SFU and shifted an entire campus towards a more righteous path. Coffee vendors on campus have signage to educate students of their ethical purchases while corporations such as Starbucks and Tim Hortons are declined campus participation unless they adhere to Fair Trade FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 5 campus requirements (personal communication, February 10, 2013). SFU was designated a Fair Trade campus in May 2012 and by December 2012, 77% of students at SFU adopted the belief that Fair Trade is very important or somewhat important (personal communication, February 10, 2013; Strombo, 2012). The enormous efforts put forth by McLaughlin and company has strengthened SFU s leadership status while giving students and staff more opportunities to enjoy quality products provided through ethical means and to help spread awareness through students to the Metro Vancouver community. A middle-sized business that continues to build their legacy is Choices Market, Western Canada s largest natural and organic food retailer (Choices Markets, 2011). Jason Ford, an employee at Choices Market, notes that being with a retailer that strongly endorses niche-market goods, such as Fair Trade products, often requires employees to clarify with consumers that although Fair Trade products are sometimes Page 28 of 36

more expensive, they also come with higher quality (personal communication, February 20, 2013). Ford states that Choices Market is a relatively small company with only seven locations, but is surely making a difference by providing items that are not often found elsewhere (personal communication, February 20, 2013). By being such a unique retailer, many consumers are drawn to Choices Market for their shopping needs and through this, Fair Trade awareness is spread slowly but surely. From big campuses to medium-sized retailers, there are always smaller stores making just as big of a contribution when spreading awareness. Chris Hannah, Operations and Business Development Manager of Tress Organic Coffee and Roasting House, displayed this dedication by stating that Trees Organic started off with a mission to bring the best coffee experience to Vancouver; this complete experience involves giving consumers a feeling of satisfaction through FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 6 each rich cup of coffee which supports economic growth in developing countries (personal communication, February 21, 2013). Not only does their employees passion and dedication help spread awareness of Fair Trade, but also helps build a loyal customer base and motivates consumers to spread the good news. Hannah explained that Trees Organic joined a Cafe Fermenino Initative back in 2012 to provide assistance to female coffee growers (personal communication, February 21, 2013). This initiative has coffee roasters pay an additional premium for coffee beans to help raise funds for this program. Aside from benefiting individuals that may be situated on the other side of the world, the coffee roaster may choose to direct part of the funds to a local charity of choice (personal communication, February 21, 2013). Promoting Fair Trade is often seen as only helpful to those in developing countries but many are unaware that purchasing Fair Trade goods can also benefit our local communities. The findings for this paper support the idea that Fair Trade is thoroughly incorporated in the Metro Vancouver community, through schools, supermarkets, and locations of leisure. The expansion of the Fair Trade movement at the three locations started off with a vision but was further fuelled by consumer interest. It is hard to measure the strength of impact from Fair Trade on the Metro Vancouver community but the direction clearly shows that the Fair Trade movement is moving forward and getting stronger. Conclusion Fair Trade is a global movement built upon social and environmental concepts aimed towards protecting producers, global sustainability, and ultimately, us, as consumers (Fair Trade Vancouver, 2013b). In a society dominated by big agricultural companies, quantity and FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 7 convenience often precede quality and sustainability when it comes to product choices. However, many participants of Metro Vancouver have taken the responsibility to change this fact. Step out into the world and take the responsibility of endorsing Fair Trade; that is a common attribute among Mark McLaughlin, Chris Hannah, and Jason Ford. McLaughlin supports the idea of joining groups that promote Fair Trade and looking into new opportunities to learn about Fair Trade such as Sustainability Expositions (personal communication, February 10, 2013). Hannah suggests consumers should start asking Page 29 of 36

merchants about the products they sell, and reading labels for Fair Trade certification (personal communication, February 21, 2013). A common suggestion involves taking the initiative to understanding why Fair Trade products are generally more expensive than their conventional counterparts and searching up information from Fair Trade affiliates (personal communication, February 10, 2013, February 21, 2013). With these aspects in mind, consumers should vote with their wallets and choose ethically when purchasing goods. Purchasing Fair Trade builds better reputations for businesses and communities, but also provides a sense of honour for every penny spent. FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 8 References Arnot, C., Boxall, P.C., & Cash, S.B. (2006). Do ethical consumers care about price? A revealed preference analysis of Fair Trade coffee purchases. Canadian Journal of Agricultural Economics, 54(4): 555 565. doi: 10.1111/j.1744-7976.2006.00066.x Boulstridge, E., & Marylyn, C. (2000). Do consumers really care about corporate responsibility? Highlighting the attitude-behaviour gap. Journal of Communication Management, 4(4), 355 368. Retrieved from: ttp://dx.doi.org/doi:10.1108/eb023532 Choices markets. (2011). About our company. Retrieved from http://www.choicesmarket.com/ About.aspx Fairtrade Labelling Organizations International (2011). What is fairtrade? Retrieved from http://www.fairtrade.net/what_is_fairtrade.html Fair Trade Resource Network. (2007). What is fair trade? Retrieved from http://www.fairtraderesource.org/ Fair Trade Vancouver. (2013a). Adopt fair trade at your university. Retrieved from http://www.fairtradevancouver.ca/adopt-fair-trade/your-university/your-university Fair Trade Vancouver. (2013b). What is fair trade. Retrieved from http://www.fairtradevancouver.ca/what-fair-trade Fair Trade Vancouver. (2013c). Where to find fair trade products. http://www.fairtradevancouver.ca/where-find-ft-products GlobeScan. (2011). Shoppers choices can make a positive difference to farmers and workers in developing countries: Global poll [Press release]. Retrieved from http:// www.globescan.com/commentary-and-analysis/press-releases/press-releases-2011/ 136-shopping-choices-can-make-a-positive-difference-to-farmers-and-workers-in- FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 9 developing-countries.html Miller, D. (2012). Trust wins over ethical consumers [Press release]. Retrieved from http://www.globescan.com/commentary-and-analysis/press-releases/ press-releases- 2012/217-trust-wins-over-ethical-consumers.html Page 30 of 36

Ruben, R., Fort, R., Zuniga-Arias, G. (2009). Measuring the impact of fair trade on development. Development in Practice, 19(6): 777 788. Retrieved from: http://www.jstor.org/discover/ 10.2307/27752118?uid=3739256&uid=2&uid=4&sid=21101685429893 Strombo, G. (2012, May 4). Fair trade on campus: SFU is on board. Retrieved from http://www.cbc.ca/strombo/social-issues/fair-trade-on-campus-sfu-is-on-board.html Walters, K. (2011, May 5). UBC named Canada s first fair trade campus. Retrieved from http://bc.ctvnews.ca/ubc-named-canada-s-first-fair-trade-campus-1.640020 FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 10 Appendix A Interview with Mark McLaughlin, Executive Director of Ancillary Services at Simon Fraser University 1. What was the initial spark that got SFU started in joining the Fair Trade movement and becoming a Fair Trade campus? The Fairtrade designation was a process almost 10 years in the making. As an institution, the University s many bodies had to agree to convince its main third-party food service contractor, Chartwells, to offer Fair Trade products that would meet certification standards. The change was student-driven from the grassroots level, but it also involved a strategy of cooperation with administration and working within the system to change it. Student groups such as Engineers Without Borders, Fair Trade Vancouver SFU, Oxfam SFU, and Sustainable SFU all played a huge role in building support for Fair Trade products on campus. Through events, news stories, and promotional materials, these groups were able to build awareness among the students, which eventually sparked action in the university s administration. In early 2009, a student Sasha Caldera, who also played a large role in liaising between the university and FairTrade Canada, helped demonstrate this support by gathering almost 1,000 signatures in a petition that criticised the university s procurement policies, previously had no considerations for ethical standards. The student support epitomizes the grassroots movement that brought about the change at SFU. In a recent main stage discussion at the EPIC Sustainability Expo, Mark McLaughlin, Executive Director of Ancillary Services, explained, It was definitely a grassroots FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 11 push. It s so difficult to change the values and the mindsets of these large institutions. It s got to come from the students, the grassroots, and they ve done a fabulous job. Where the movement really began gain its momentum, however, was in the marrying of the grassroots movement to the highest levels of the university s administration. In spring 2009, during a hallway presentation by Andrew Petter, president of the university, EWB students dressed in superhero costumes, led a friendly ambush of the President, challenging him to become a hero for Fair Trade, and draping him in a symbolic red cape. The event was the tipping point, explains Caldera. Petter immediately got behind the idea. Everything went from going at a snail s pace to light speed. Petter tasked the university s Ethical Purchasing Committee with making SFU a Fair Trade campus. The Page 31 of 36

committee, working with the university s Ancillary Services, quickly worked to negotiate with vendors and put together the school s application. Through communication with the university administration, and the constant inquiring from students, Chartwells expected the change; when the university officially met with the company, the sales representatives immediately agreed to support the move. The real challenge was in working with not only Chartwells, but the other food vendors on our campus, to find new products that met certification standards, were of good quality, and could be sourced at a reasonable price. The process involved many taste-tests and price negotiations, but they were able to find Fair Trade options for all products including decaffeinated coffee and flavoured coffees such as Irish cream and French vanilla all at prices that would not affect retail prices. No one s being gouged. We re extremely pleased at that, says McLaughlin. The myths of high pricing are behind us. FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 12 SFU now boasts 100 percent Fair Trade coffee and many varieties of Fair Trade tea across campus, and a number of options for Fair Trade chocolate. The only hold-out is the Tim Hortons franchise. These changes have taken effect throughout the many services across campus: vending machines, cafeterias, Triple O s, the Student Union, the University Hotel, the university s event catering, and in its child care centre to name a few. 2. A survey that was done by students at UBC s Faculty of Land and Food System showed that about 20 percent of UBC students surveyed did not know how to identify Fair Trade products and about 36 percent did not know what was available is besides coffee. Is this similar on the SFU campus? How many students, do you think, are aware of the Fair Trade products offered on campus? And what do you guys have offered? Here are the results of a December 2012 survey of students, staff & faculty. We had over 4,000 responses so this survey was statistically sound. 77% thought that FT was very important or somewhat important. This is a high level. At the time of the survey, we had not done too much this academic year to promote Fair trade on campus. The survey shows we need to do a better job. Are you aware that SFU is a Fair Trade certified campus? Fair Trade means providing a fair price to farmers and workers in the developing world for their products. Response Chart Yes 46% 1879 No 54% 2234 Total Responses 4113 FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 13 How important is it to you that SFU adheres to Fair Trade practices? Response Chart Very Important 38% 1547 Somewhat Important 39% 1586 Not Very Important 11% 458 Not at all Important 4% 184 Page 32 of 36

No Opinion 8% 342 Total Responses 4117 December 2012 3. When I sit around the UBC Student Union Building, I always realize that Starbucks has the longest line-ups and the Fair Trade coffee served by UBC Food services is often last choice as Tim Hortons is nearby as well. I also see that most students who buy coffee from UBC Food Services do not know that their cup of coffee has helped to make a difference in someone else s life. Is a similar trend found at SFU? If so, what is being done on campus to further promote Fair Trade awareness? If not, how is SFU able to promote Fair Trade to such a large audience? We do not have Starbucks on campus. And will not until they can provide 100% fair trade coffee. We will not be opening any new Tims on campus until they provide at least a Campus blend of fair trade coffee. We have told them this. We have signage at each coffee location, and often at each coffee urn, that the coffee is fair trade. We held an information table over lunch two weeks ago to promote fair trade. The EWB students are doing the same in a few weeks. We have plans for more promotion. SFU is deliberately working with other Universities and students groups across Canada to help them achieve their fair Trade campus designation. FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 14 SFU, together with UBC and Fair Trade Vancouver met Starbucks and Tims last summer to explain to them the importance of fair trade coffee on Canadian campuses and to ask that they increase / or start offerings. 4. Do you think being designated as a Fair Trade campus has made an effect on how students make new and better decisions in regards to Fair Trade food choices? Yes, it has raised awareness that with a little daily gesture like purchasing a cup of coffee, they are helping workers earn a decent living in developing countries. 5. What are your suggestions for students or citizens, who have yet to get fully involved with Fair Trade, get started? Join one of the many groups that promote fair trade, eg Engineers Without Borders, and educate oneself on the subject, by consulting websites like SFU Fair Trade, Fair Trade Vancouver or Fair Trade Canada. Fair Trade kiosks are also present at the various Sustainability Expositions. FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 15 Appendix B Interview with Jason Ford, employee from Choices Market 1. When I enter Choices Market, I feel that there is a different feel in the environment than entering a typical supermarket like Pricesmart. Do you feel more special (such as having a stronger sense of belonging to the community, being able to make a difference, etc.) working in a store that is locally owned and a strong supporter of local and organic foods? I certainly think it is a positive working environment, yes. I do enjoy working for a smaller, local company, rather than some faceless corporation. I know that the Page 33 of 36

management does often work to give back to the community though yearly charity drives and other fund-raising. 2. I work at part-time retail job that emphasizes customer service as our top priority and wanting to provide them a complete experience both inside and outside of our store. Do you feel that is the same concept behind the strong sense of service that Choices Markets has instilled on you as an employee? Is this enhanced by the store s availability of local and organic foods? What about the availability of Fair Trade products carried by your store? Customer service is certainly a major priority for the company. Our prices are generally higher than most of our competitors so we try to stay competitive by offering the best service we can. Along with that, I know that the owners and management are always looking to stock and promote unique niche-market items that aren't available elsewhere (Fair Trade, Organic, Gluten-Free, etc). They certainly emphasize this to their employees if we don't have a product a customer is looking for we are usually willing to order it specially for them, if we can. FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 16 3. Being a store that is based on local and organic foods, the relationship built between Choices Markets and local producers provides a great role in sourcing of products. Do you believe that consumers know that the numerous products in your store are not only local but also part of the Fair Trade movement? If they do, have any consumers shared their thoughts with you? If they don t, do employees like you, try to spread the news to them? Any product that is local or fair trade will usually be marked clearly on the packaging or display. We definitely try to indicate such characteristics in our products so that customers are aware of them fair trade or organic products are often more expensive so we really try to make sure the customer is aware of why and what it means. I know that a lot of our products can be more expensive than at other stores but I know that they are often of a higher quality too. 4. Choices Markets rarely promote themselves as a Fair Trade store but emphasizes on local and organic. Do you have any customers come in looking to further narrow down their selection to Fair Trade products specifically? From my personal experience, that isn't too common. Customers certainly appreciate the availability of fair trade products, but it is not often that they will request them specifically. They do buy them when they are there, but they don't request them as often as local or organic products, or products that emphasize a particular dietary need, like gluten-free foods. 5. Being the biggest local and organic foods store in Western Vancouver, Choices Markets has a big consumer base. How big of an impact do you think that Choices Markets is making on Vancouver and Western Canada? FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 17 Well although we have strong, developing customer base, the company itself is still quite small. We only have 7 stores in total, only one of which is outside of the lower mainland ( 4 in Vancouver, 1 in Burnaby, 1 in White Rock, and 1 in Kelowna ). I think that in Vancouver such alternative foods are really starting to catch on and that we are a large part of that, however I think the company is still too small to have much of an impact outside of our local community. Page 34 of 36

FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 18 Appendix C Interview with Chris Hannah, Operations and Business Development Manager of Trees Organic Coffee and Roasting House 1. What was the initial spark that got Organic Trees started in joining the Fair Trade movement and spreading their company across different regions? When the company began, our mission was to bring the best possible coffee experience to Vancouver. Not only the quality of the finished product, but a product that consumers can purchase with the satisfaction that they are supporting economic growth in developing countries. 2. The atmosphere that is given off by Organic Trees has always been a very friendly aura. I feel that this adds warmth and comfort to every drink that is made and food that is served. Is this part of the passion that comes with promoting Fair Trade as well? Our staff can certainly feel proud of the product they re serving, however regardless of what we re serving, we just strive to provide a great customer experience. In a very competitive market, customer service can be the differentiator between us and the competition. 3. A survey that was done by students at UBC s Faculty of Land and Food System showed that about 20 percent of students surveyed did not know how to identify Fair Trade products and about 36 percent did not know what there is besides coffee. Do you see a similar trend with your consumers when they purchase coffee? Do they know that you offer Fair Trade coffee? And do you offer any other organic and fair trade products? FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 19 There is still a lot of public education needed for consumers to understand the benefit of Fair Trade. We do see more and more consumers making ethically-minded purchases, and that s due, in part, to businesses bringing in more Fair Trade products to be available to consumers. As Fair Trade products, such as coffee or chocolate, become more widely available in conventional markets, the awareness grows. 4. As an organic and Fair Trade coffee store, do you find that your customers know you provide Fair Trade coffee and what Fair Trade coffee really means? If they don t, do you promote awareness to them? I believe a good portion of our customers are aware of the Fair Trade coffee we serve. We make an effort to educate our customers by talking with them about our coffee, telling the story on our website and packaging, and even have our sacks of green coffee beans displayed at our Granville street Roasting House. Last year Trees Organic joined the Cafe Femenino Initiative, which is aimed at providing assistance specifically for female coffee growers in developing countries with socioeconomic programs. Cafe Femenino is a beyond-fair trade program in which coffee roasters pay an additional premium on the beans to help raise the funds for these programs. There is also a local benefit, as we have the option to direct half of the funds to a local women s charity. http://www.treescoffee.com/blog/2012/06/cafe-femeninofair-trade-coffee-empowering-women-farmers/#more-1132 5. What does Fair Trade mean to you and how knowledgeable do you think our local citizens are? Page 35 of 36

Fair Trade initiatives are a way to help farmers in developing countries be paid a fair and equitable wage. Coffee is grown in regions that are primarily consisting of developing FAIR TRADE: A NEW REASON FOR FEEL GOOD FOOD 20 countries. Many of these small farmers are exploited because they do not have the means or the funds to negotiate with large corporations that are buying their product. Vancouverites are becoming more aware of how the products they buy get to them, and are beginning to understand that they can make a difference by choosing what/where to buy. 6. What are your suggestions for students or citizens, who have yet to get fully involved with Fair Trade, to get started? The best way to start is by asking merchants about the products they sell. Reading labels certainly helps, as just about any Fair Trade product will usually be labeled as such. These products generally cost more than their conventional counterparts, therefore consumers need to understand why that is. Of course, for anyone who really wants to learn a lot, a few simple internet searches will provide a wealth of information. 7. As an individual who works in an environment that strongly supports Fair Trade, does that influence your personal choices and how strongly you support Fair Trade outside of work? To answer your question, yes there are products that I use at home which are fair trade. Not only is it an ethical Page 36 of 36