Activity report Quebec Fair Trade Fortnight

10th Edition- May 2014

From left to right : Steve Lemoine, AVES; André Jalbert, L’AMIE; Roysbel Hernandez, Équidurable; Mathieu Papillon-Darveau, NAVTI Fondation Canada; Angèle Sauvageau, Carrefour Tiers-Monde; Krista

Pineau, Campus équitable Université Laval.

Introduction

Article 23 of the Universal Declaration of Human Rights, paragraph 3: "Everyone who works has the right to a fair and satisfactory remuneration ensuring to him and his family an existence in conformity with human dignity".

In Canada, the past few years have been particularly difficult for international cooperation and solidarity. It is in this context of profound change and uncertainty this year that we began the organization of the 10th edition of the Quebec Fair Trade Fortnight (QFTT). A challenge! Challenge because all these cuts have left a great vacuum in awareness programs, education around fair trade and have weakened the movement.

The direct and observable consequence that results is stagnation or even a decline in sales of fair trade products today. Despite this unfortunate situation, we remain convinced that a system of just and solidarity-based trade on a global scale can help millions of small producers in the South improve their living conditions. To do this, everyone has a role to play.

Through the programming of the Quebec Fair Trade Fortnight, we aim to raise awareness of commitment and social responsibility; enable people to become consumers and defend sustainable food for all; to educate "ordinary people" and "non-consumers" to become consumers; all while supporting small producers beyond our borders by making a gesture of international solidaritaccessible to all. We aimed to demonstrate that we can at the same time support our Quebec economy through the transformation and distribution of these fair products by Quebec businesses. So these are activities that generate jobs and income in ourcommunity that we're talking about.

More than ever before, we are motivated and committed to playing our part - this role is to inform, raise awareness and educate consumers on the challenges of fair trade by encouraging them to opt for a responsible model of consumption, values of social, economic and environmental justice. We are talking about mobilization during the Fair Trade Fortnight event from May 1st to 152014, but also, before and after the event, by setting up the new Quebec Fair Trade Town steering committee, which is attached to its structure at organizing committee of the Fair Trade Fortnight.

For its 10th edition, The Fairtrade Fortnight is reinventing itself with a new permanent volunteer structure. This year, to reaffirm its commitment to the "Quebec Fair Trade Town" initiative, the organizing committee of the Fair Trade Fortnight chose the theme "Step by step towards a fair trade town".

The objective is to obtain a fair trade designation for Quebec within the next three years. This ambitious initiative therefore requires the mobilization and commitment of the citizens of Quebec. We are already inviting Quebecers to take small steps by replacing their usual products with a fair trade product, by taking greater steps in trying to convince their workplace to buy and offer fair trade products, or better still by suggesting to their grocery store to offer more fair trade products. The important thing is to know that every gesture counts and can make a difference. For example, in the Fortnight programming, the roundtable entitled Towards a fair trade town will be organized with the aim of making the initiative known to the Quebec public and inviting it to become involved.

Fairly yours

The Coordinating Committee of the Quebec Fair Trade Fortnight

Mission, objectives and theme

Mission

Inform, sensitize and mobilize the population of La Capitale-Nationale to fair trade, as an alternative mode of consumption, to promote equity in trade between Southern producers and Northern consumers, in addition to encourage responsible consumption and buying fair trade products by presenting the advantages enjoyed by both the southern producers and northern consumers.

Objectives

√ Raise awareness and commitment to social responsibility including that of companies; √ Allow people to become responsible consumers and advocate for sustainable food for all; √ Educate “ordinary people” and “non-consumers” to be responsible consumers; √ Supporting small producers beyond our borders by posing a gesture of international solidarity accessible to all; √ Support our Quebec economy through the processing and the distribution of fair trade products in the province;

The step by step towards a fair trade town theme

To reaffirm its commitment to the initiative "Quebec, fair trade town", the organizing committee chose the theme Step by step towards a fair trade town. The objective is to obtain the fair trade town designation for Quebec within the next three years.

This ambitious project therefore requires the mobilization and commitment of the citizens of Quebec.

We are already inviting the people of Quebec to take small steps, replacing their usual products with a fair product, or taking bigger steps by trying to convince their workplace to buy and offer products or by suggesting to their grocery store to offer more fair trade products. The important thing is to know that every gesture counts and can make a difference.

Through this theme, the coordination of the Quebec Fair Trade Fortnight wishes to:

Demonstrate the professionalism of fair trade; √ Demonstrate the close link between fair trade and the social economy; √ Obtain the support of local authorities (example: for the Quebec Fair Trade Town initiative); √ Get support from workplaces, religious groups and schools; √ Join the media and the general public; √ Show the availability of fair trade certified products in shops and cafes; √ Promote ethical and sustainable consumption and associated social and local benefits.

The coordinators

The 2014 Quebec Fair Trade Fortnight coordination is insured by NAVTI Fondation Canada (NFC), L’AMIE et ÉquidurableÉquiproduits du monde. NAVTI Foundation Canada

NAVTI Foundation Canada is an organization of international cooperation committed to the advancement of education, the promotion of health and to supporting economic development in Cameroon. The organization achieves its objectives through four sectors of activity: international cooperation; international internships; education and

fair trade. The involvement of NFC in fair trade translates into the development of an expertise in obtaining fair trade and organic certification. The maintenance of close contacts with certifying bodies thus enables NFC to offer a program of assistance to obtain fair trade and organic certification to the southern cooperatives of small producers who do not have the resources to achieve it . NFC works mainly with the cooperative Mbiim located in the region of Bui in the Northwest of Cameroon. Therefore, the creatioof a fair trade road between Cameroon and Quebec will give a boost to the economic development of a fair trade and social economy in this region of Central Africa.

L’AMIE

L’AMIE is a non-profit organization working for the betterment of disadvantaged children worldwide. The organization’s mission is to meet the basic needs of the children of developing countries and to establish the basis for their autonomy; to sensitize society to rights, needs and ways to help children in developing countries. The approach of L’AMIE has always aimed at the sustainable development and the support of local initiatives of its partners. In this context, fair trade is a great way to support southern cooperatives while respecting their work thanks to better pay, a fairer

economic contribution and long-term commitment. One of the activity sectors of L’AMIE is public outreach and awareness. Beyond providing economic importance to Southern producers, fair trade allows families to live better, and by the same fact, allows children to have better living conditions and a better future through the access of an improved education. As a recent partner of the Quebec Fair Trade Month, L’AMIE is always proud to be part of the organizing committee, of this great meeting where, through exchanges, promotion and awareness.

Équidurable

Equidurable is an organization of international cooperation and a social economy business that promotes fair trade and tourism; to support responsible action; to promote any initiative or activity that promotes international cooperation and solidarity and to

promote sustainable development in the North and in the South. The organization works in three sectors: sustainable development, fair trade and solidarity tourism. Équidurable collaborates with southern small producers' cooperatives that it supports through the purchase, distribution and sale of their products here in Quebec. Awareness of the Canadian and Quebec public on fair trade issues is also one of its fields of intervention.

Created in September 2011, the organization has already participated, as a collaborator, in the Quebec Fair Trade Fortnight. For the second year, the organization decided to become more involved in the coordinating committee with NAVTI Foundation Canada and L'AMIE. It was also a great opportunity for the organization to make its products known to Quebec consumers and increase its visibility.

Financial partners

Fairtrade Canada

1145, Carling Avenue, Suite 7500 Ottawa, Ontario K1Z 7K4 Phone Fax machine

Www.fairtrade.ca Communications@fairtrade.ca

Fairtrade Canada manages the fair trade certification system in Canada. The organization licenses the use of the Fair Trade certified importers and wholesalers who distribute fairtrade products. Fairtrade Canada also ensures that its licensees comply with their commitments to producers and the standards established by FLO. In addition, Fairtrade Canada promotes Fair trade with retailers, consumers and the public. The structure and positioning of FLO and Fairtrade Canada meet the needs of producers, consumers and licensees, ensure the integrity of the process and promote the Fair trade principles.

Fairtrade Canada's mission is also to act as a player in the promotion and awareness of fair trade both at home and abroad. The organization creates promotional and informative materials that people and businesses can purchase for free. Its increasing efforts to strengthen links between businesses offering Fair Trade Certified products and consumers looking for places to purchase them.

As in previous years, Fairtrade Canada provided financial support for the organization of this edition of the Fair Trade Fortnight.

La Caisse d’économie solidaire Desjardins

155, boulevard Charest-Est, Bureu 500 Quebec (Quebec) G1K 3G6 Phone: 418 647-1527 Fax: 418-647-2051 http://www.caissesolidaire.coop info@caissesolidaire.coop

La Caisse d’économie solidaire is the main financial institution specializing in social economy and in socially responsible investment (SRI) in Quebec. It finances more than 2 800 cooperatives, non-profit organizations (NPOs), unions and private companies that are socially engaged. This is achieved through the savings of more than 12 000 citizens and organizations iadvises on SRI. As of December 31st, 2011, its turnover amounted to $ 1 274 million.

Our caisse has made a fundamental ethical choice: to support a solidarity economy. Its action is part of a transformative strategy of society. Its will is to contribute to the construction of a more just society and more solidarity, that is to say a society that takes advantage of employment, sharing, mutual aid and sustainable development, ensures that it is seen as a lever for economic development before becoming a financing instrument. Its greatest strength is not to do business, but to meet the needs of people and communities.

4 députés fédéraux du NPD

Mr. Raymond Côté, Member of Parliament for Beauport-Limoilou

A resident of Limoilou for more than 20 years, Mr. Côté worked at Services Quebec before tis election. He is currently deputy of Beauport-Limoilou. He was involved in several governing boards as well as the parents' committee of the school board of La Capitale from 2004 to 2007 where he assumed the presidency for two years. Prior to his election, he was the treasurer of the Quebec Civic Sponsorship Center, which works to break the isolation of disadvantaged people.

Helpful and attentive to his community, Mr. Raymond Côté was one of the sponsors of the Fair Trade Fortnight. He made a statement on the Fortnight at the House of Commons in Ottawa on May 3rd 2013. We thank him for his commitment to local organizations and for the cause of fair trade.

Ms. Annick Papillon, Member of Parliament for Quebec

Installed in the heart of Quebec for twelve years, she worked for two years at the Quebec Institute of Statistics before being elected to Quebec in the House of Commons on May 2nd 2011. Jack Layton entrusts her with the role of Deputy spokesperson for veterans in the NDP ghost cabinet. She also became the vice-president of the Quebec caucus.

Ms. Alexandrine Latendresse, Member of Parliament for Louis St-Laurent

Alexandrine is proud to be able to contribute to the great promotion of the Quebec, the Huron city of Wendake, the AncienneLorette, and all our highly experienced, hard-working and talented people. Alexandrine has lived in Neufchâtel since the summer of 2012.

Ms. Élaine Michaud, Member of Parliament for Portneuf-Jacques Cartier

In the federal election of May 2nd 2011, she was elected as an NDP MP for the Portneuf-Jacques-Cartier area. Among the main issues on which the member of Portneuf-Jacques-Cartier concentrates are the Neuville aerodrome, the contaminated water of Shannon, the mental health care of the military, and the cuts into national defense.

La Conférence régionale des élus de la Capitale-Nationale (CRÉ)

76, rue Saint-Paul, bureau 100 Quebec (Quebec) G1K 3V9 Phone: 418 529-8475 Fax: 418 529-6750 Email: conference@crecn.qc.ca

La conférence régionale des élus (CRE) of la Capitale-Nationale is a legal entity under the act of the Ministère des Affaires municipales, et occupation du territoire. Officially created on March 30th 2004, it is recognized as a government's favoriteinterlocutor for regional development for the territory it represents, that is, the region of la Capitale-Nationale. Its mandates consist mainly to foster cooperation among partners in the region; give your opinion to the Government on the development of the regiondevelop and implement a comprehensive five-year development plan for the region; to enter into specific agreements with the Ministries or agencies and, where appropriate, other partners. La CRÉ is also responsible for managing the money it receives from the government, including the Regional Development Fund - and is involved in the management of the Regional Fund Investment. It must also carry out any other mandate entrusted to it by the Minister.

Développement international Desjardins (DID)

150, of the Commanders Levis, Quebec G6V 6P8

Phone: 418 835-2400 Fax: 418-833-0742 www.did.qc.ca info@did.qc.ca

Founded in 1970, to share with developing and emerging countries the experience and expertise of Desjardins Group, International development Desjardins (DID) aims to make accessible diversified, secure and responsive financial services to less privileged populations. As a pioneer in the deployment and development of microfinance around the world, DID is now a world leader in this sector.

True to its vocation to help the poorest populations in the world, DID has always financially supported the organization of the Quebec Fair Trade Fortnight.

Association québécoise du commerce équitable For many years now, many Quebec businesses and organizations have been working to promote and develop Fair Trade in Quebec. Whether through awareness-raising or product sales activities, a great deal of investment and energy is made to defend a more fair mode of trade towards the producing communities of the South. That is why actors from all over Quebec came together and decided to create an independent

association in order to be a strong and unavoidable interlocutor on the Quebec scene.

The Association québécoise du commerce équitable is the reference organization for fair trade in Quebec. Our mission is to support members who join and implement the values and principles of fair trade. This support takes the form of education, promotion, consultation and mobilization.

Groupe Conseils DDE s.e.n.c.

The Consulting Group DDE s.e.n.c. Is a team of consultants who put their expertise and professional experience at the service of the social economy. The Group's mission is to optimize the management and strategic development of social economy organizations and businesses by proposing concrete and appropriate solutions for sustainable and fair trade Development (DDE).

The social economy and fair trade have always been part of the involvement of the Consulting Group DDE. As former Plan Nagua employees, the two consultants of the Group, Mrs. Francine

Barbeau and Mr. Éric Lamirande, have been associated with the world of fair trade for several years. Besides, Mrs. Barbeau was one of the precursors in developing the concept of fair trade in Quebec and by marketing fair trade products such as tea, coffee, sugar and many others.

In order to reach more people, the organizing committee signed a partnership and sponsorship agreement with Consulting Group DDE s.e.n.c. on the strategic and operational plan concerning social media and the Fortnight website for the years 2014 to 2016. Thanks to their expertise in e-business and its knowledge of the solidarity and cooperation environment, results have been achieved and even exceeded.

Le Café Babylone

181, rue Saint-Vallier Est Quebec (Quebec) G1K 3P2 Phone: (418) 523-0700 http://www.cafebabylone.com/ contact@cafebabylone.com

Le Café Babylone grand opening was in October 2005. This unique cafe-restaurant in Quebec, was founded by Thadash (Erden Degartas), of Armenian and Kurdish origin. However, in August 2008, Pierre Lanthier assumed the

management of the babylonian adventure while conveying his passion for people and his vision of living together. Le Café Babylon is the place where possibilities meet. Its mission is to promote the richness of cultures through the performing of scenic arts and food and by being eco and socially responsible. From his vision, Le Café Babylone team offers you trips, based on the richness of cultures and ideas. It is the foundation of a more harmonious living together.

Le Café Babylone was involved in the preparation of fair trade bite-sized snacks that were served at the launching press conference. Our guests had the opportunity to taste a fraise of confit pork on Graham, cranberry and grapes, a risotto roll, green tea, mango and goat cheese and a half-cooked beef, hazelnut vanilla.

La Korrigane

380, rue Dorchester Quebec (Quebec) G1K 6A7 Phone: 418 614-0932 www.korrigane.ca info@korrigane.ca

Beers offered at La Korrigane are brewed in a traditional way and meet high quality criteria. They are unfiltered, unpasteurized and contain no chemicals, preservatives or artificial flavors. La Korrigane also offers light and affordable menus prepared primarily from local seasonal products. The mission of La Korrigane includes a cultural and social dimension aimed at promoting Quebec-based micro-enterprises. La Korrigane wants to promote local and regional agro-food producers, particularly small producer’s craftsmen businesses. La Korrigane wants to operate according to the principles of sustainable development. The brewery has a clear vision of the indivisibility of environmental, social and economic efficiency values. The mission lies not only in beer tasting but also, and above all, in education and open-mindedness! It should be noted that La Korrigane is offering El Palto fair trade coffee from the Peruvian cooperative of the same name.

La Korrigane warmly welcomed us in its brewery on the occasion of the press conference on May 1st 2014 and for the Toward a fair trade town round table on May 3rd 2014.

L’auberge l’Autre Jardin et la boutique Équimonde

L'Auberge l'Autre Jardin is a 3-star accommodation Hostel located in Nouovo Saint-Roch, near the Old Quebec. For a unique and convivial stay, this fair trade hostel is an unavoidable place where you will enjoy being responsible consumers and experience a unique lodging concept of tourism in Quebec City! The hostel is the first 100% fair trade hotel in Canada: We are the only one to have a range of organic and fair trade cotton towels. In addition, we offer a wide range of fair trade products at breakfast and largely decorated our establishment with fair trade crafts.

The hostel assumed an advisory role in the organizing committee and, with the help of its interns and volunteers, was involved in our activities.

La Boutique Équimonde, initiated by Carrefour Tiers-Monde, is the first in Quebec City where all products are either fair trade or socially responsible. It offers a wide variety of original items from different continents. Volunteers share opening hours and service to clients. The store is thus, both a place of education to international solidarity, a place for social involvement and, of course, a place for selling fair trade and socially responsible products.

La Boutique Équimonde, has provided several products for the various events of the Fortnight such as the press conference (for Le Café Babylon). The boutique also presented its products at the market of flavors and discoveries.

Les Cafés Bistros Van-Houtte

Van Houtte's mission is to share its know-how by using innovative and captivating approaches in order to make the experience of coffee to the higher taste wherever you are. Quebec's Van Houtte Cafe Bistros are now 100% fair trade. They graciously lent us their coffee bistro at 333 St-Amable street in Quebec during the evening of fair trade certified products and also at the evening of recognition of the Quebec fair trade actors.

AVES

AVES 'mission is to contribute to the advancement of public education on cultural differences, fair trade and the multiple facets of poverty by offering training activities, including thematic workshops, and organizing and conducting educational internships abroad. For us, the notion of "living together" is important and takes on its full significance through intergenerational and intercultural relations in order to build a world of mutual help and sharing.

Carrefour Tiers-Monde

Founded in 1969, Carrefour Tiers-Monde (CTM) is a non-profit, non-governmental organization that works on education to international development and solidarity in the city of Quebec. The organization coordinates the Quebec Days of International Solidarity on a regional scale and has published various pedagogical publications addressing various facets of international solidarity. Carrefour also set up a social economy project, the Auberge L'Autre Jardin and a fair trade shop, La boutique Équimonde. The organization's mission is education for development and international solidarity in the Quebec region and is based on the following principles:

1. Development is a process of transformation and reorientation of societies, which is part of the history and culture of each people. This process should be based on the participation of grassroots communities and should focus primarily on meeting thebasic needs. 2. Development underpins the need for a new international order based on more just relations and fair exchanges among peoples in terms of economic, social, political and cultural relations. 3. Development problems are linked to the unequal use and distribution of the planet's resources. 4. Development is possible only through solidarity, that is, the creation of permanent and widespread links among peoples based on equality, sharing, reciprocity and mutual respect. This solidarity excludes all forms of action which have the effect of increasing the dependence of the countries of the South towards the countries of the North and avoids giving misery and suffering in spectacle. 5. Public education for solidarity development must pursue the following three objectives, according to Carrefour Tiers-Monde:

√ raise awareness on the ecological, social, economic, political and cultural problems affecting the peoples of developing countries; √ inform about cultural and material resources available to human communities to ensure their respective development and support their initiatives in this area; √ encourage the emergence of new attitudes and solutions demanded by solidarity development, through our action and public interventions;

Events

10th anniversary Press conferance, May 1st 2014 La Korrigane : 380, rue Dorchester, Quebec (Quebec) G1K 6A7

On the 10th anniversary of Quebec Fair Trade Fortnight, its coordinating committee invited the media, elected officials and the public to a press conference to lauch the event, during which the Fortnight programming was presented in detail. The members of the Quebec Fair Trade Town steering committee also presented the objectives of Fair Trade issue by Marika Escaravage, Fairtrade Canada's communications and community relations specialist.

Let's put social conscience in our bags, May 6th 2014 Auberge l'Autre Jardin : 365, Boulevard Charest-Est, Quebec (Quebec) G1K 3H3

Shopping bags, backpacks, travel bags .... they are all instruments inviting responsible consumption. Misconceptions and prejudices are often curbs. This happy hour was an opportunity to exchange around small bites and fair trade drinks, through a quiz which addressed the restraints of fair trade and sustainable tourism and to present its advantages. Visits of the hostel were also conducted for the public, and Carrefour TiersMonde's fair trade training tools were presented, all in a festive atmosphere.

Jean-Marie Déhaye of Distribution Solidaire also made a presentation on fair trade while presenting the Peruvian producers behind the products of the El Palto cooperative.

Fair Trade Certified Products Happy Hour, May 9th, 2014 Café Bistro Van-Houtte: 333 St-Amable Street, Quebec City, Quebec G1R 3B1

An networking happy hour where were invited exhibitors of the Market of the Flavors and Discoveries as well as the retailers of La Capitale-Nationale interested in the sale of fair trade and

organic products. This activity enabled fair trade players to make their products known and thus make them available to consumers.

Marika Escaravage, Communications and Community Relations Specialist at Fairtrade Canada explained and presented the Fairtrade Canada resources available to Fairtrade retailers and answered questions.

The Equiterre Action Group in Quebec also presented the online directory of fair trade products, which is accessible on the Equiterre website and which quickly locates more than 800 retailers, wholesalers and distributors throughout Quebec, including about 50 in La Capitale- Nationale.

The recognition evening of Fair trade Quebec actors, May 10th 2014 Café Bistro Van-Houtte: 333 St-Amable Street, Quebec City, Quebec G1R 3B1

For the occasion of World Fair Trade Day and the 10th anniversary of the QFTF, the coordinating committee and the Quebec Fair Trade Association came together in the first edition of a new activity during which they have recognized the work of Quebec's fair trade players who, through their work and involvement in the North and their support of small producers in the South, have strengthened the Quebec fair trade movement. Six awards, the pioneer, innovation, awareness, involvement, cooperation, entrepreneurship, were awarded by Laure Waridel.

The Market of Flavors and Discoveries May 10th and May 11th 2014 Place de l’Université du Québec

Fourteen exhibitors from across Quebec have presented their fair trade organization and their products to the general public. Festive event. 2014 exhibitors:

NAVTI Foundation Canada, L’AMIE, Équidurable, Karité Delapointe, Oxfam-Québec, Nu-Terra, Fairtrade Canada, Équifruit, Alpaqa, Carrefour Tiers-Monde, Bio-Ferme des Caps

Financial statement

Revenues Fairtrade Canada $ 3000,00 Caisse d'économie solidaire $ 2000,00 Federal NPD $ 1000,00 Regional Conference of Elected Officials $ 500,00 Développement internationale Desjardins $ 300,00 Under-total financial partners $ 6800,00 Revenues from exhibitors Karité Delapointe $ 200,00$ Oxfam-Québec $ 200,00$ NuTerra $ 275,00$ BIOFerme des Caps $ 250,00$ Équifruit (présent le samedi seulement) $ 100,00$ Alpaqa $ 250,00$ Carrefour Tiers-Monde $ 200,00$

Under-Total Revenues from exhibitors $ 1425,00 Total Revenues $ 8275,00

Sponsors Room at La Korrigane $ 350,00 Consulting DDE Group – social medias $1 500,00 Café Babylone (bites for press conference) $ 240,00 Room Café Bistro Van-Houtte (2 nights) $1 000,00 Under-total sponsors $3 090,00

Expenses

Coordination (15% of total revenus) $ 1 241,25

Visual + printing $ 1 082,21

Social media $ 1 750,00

Kiosk rental Expo mangé santé $ 604,00

Cocktail press conference $ 187,93

Evening Animator Fair Trade Certified Products $ 300,00 Cocktail for Evening of Fair Trade Certified Products $ 59,68

Certificate frameworks evening recognition $ 12,93

Coktail for Recognition Evening $ 105,74

Awnings Market of flavors and discoveries $ 1 954,48

Security guard Market of flavors and discoveries $ 236,45

Total Expenses $ 7 534,67

Surplus (deficit) $ 740,33

Communications

Newspaper Le Soleil Le commerce équitable a encore sa place (03/05/2014) La Quinzaine du commerce équitable souligne son 10e anniversaire lors de la présentation des divers... http://www.lapresse.ca/le-soleil/affaires/consommation/201405/02/01-4763164-le-commerce-equitable-a-encore-sa-place.php CKRL Radio Le 8e continent (08/05/2014) Entrevue avec Roysbel Hernandez d’Équidurable et Mathieu Papillon-Darveau de NAVTI Fondation Canada sur la programmation de la Quinzaine du commerce équitable de Québec http://www.ckrl.qc.ca/index.php/emissions/349-le-huitieme-continent

Final Report of Statistics for Social Media: 2014 Fair Trade Fortnight

Prepared by Éric Lamirande

Compiled May 15th 2014

Put in context

• URL facebook.com/QCEQc;

• 319 « fans » on October 30th 2013, 407 fans on April 30th 2014, 448 members on May

9th 2014, 452 members on May 15th 2014.

• Total range of 2 100 individuals in the week of April 3rd to April 9th, total range of 1 100

individuals in the week of April 24th to April 30th, 2014, total range of 2100 individuals in the

week of May 3rd to May 9th 2014, total range of 3 100 individuals in the week of May 9th to

May 15th 2014.

• Who was reached on May 15th 2014?

• 64% are women, from Quebec, mostly within the 25-34 age bracket. We also reach the age

groups of 18-24 and 35-44.

• Visitors are coming from Quebec (1 422 reached users), but also from Montreal (592 reached

users) and others from the region. This demonstrates provincial interest for fair trade, and the

importance of a social media strategy affecting Francophone Quebec.

• Scope of publications: Spike within 2 days of the launch press conference and correlated with the calendar of events!

• Average coverage by type of publication:

• • A committed community: Each publication was shared an average of 20-25 times.

• Twitter

� URL twitter.com/QCEQc;

• Word-clic #qceqc

• 359 subscribers on October 30th 2013, 474 subscribers on April 30th 2014, 489 subscribers

on May 9th 2014, 500 subscribers on May 15th 2014

• 365 tweets as of October 30th 2013, 426 tweets as of April 30th 2014, 543 tweets as of May

9th 2014, 633 tweets as of May 15th 2014. The use of Twitter has increased since 2012, as

this chart demonstrates.

•

• 207 tweets between April 30th and May 14th

2014

• Mentions of @qceqc between April 9th and May 24th 2014: 156 mentions

• Tweets per day of the week and time of day

• 9.34% of our twitter messages have been retweeted (since 2012).

• Web site www.commerceequitableqc.org

• 629 clicks in April 2014 (30 days), 916 clicks in May as of May 15th 2014.

• Average of 21 clicks / day in April 2014, average of 65 clicks / day in May 2014. (3

times more ...).