COMPROMISO INSTITUCIONAL

In Poland, fair trade is a rather new phenomenon, especially in its organised and formalised incarnation as a movement. As such, it is neither very well known among the public, nor particularly well studied in academia. Due to the limited amount of academic literature on the topic, I reconstruct the history of fair trade in Poland primarily based on the interview conducted on 13 January

 ZLWK $QGU]HM ĩZDZD WKH FKDLUPDQ RI WKH PDQDJHPHQW ERDUG RI

Fairtrade Polska, and on the information supplied by Pizca del Mundo during my fieldwork. Secondarily, this story is complemented by the online materials found on the web pages of Polish fair trade organisations, the Polish Fair Trade Association⁴⁴and Fairtrade Polska⁴⁵. Finally, I also rely on the little academic literature there is on the topic.

Similarly to other countries, the origins of fair trade in Poland can be traced back to an organisation tied to the Church, that is, to the Polish Fair Trade Association (PFTA; Polskie Stowarzyszenie Sprawiedliwego Handlu), set up in 2003 in Gdynia in Northern Poland, which for a long time used ‘Third World and Us’ (7U]HFLĝZLDWL0\) as a part of its official name⁴⁶. In the interviews the close religious connections of the PFTA were mentioned as being problematic – ostensibly because of the vision of fair trade as charity that it advances, but possibly also due to the conservative sentiments that the Catholic Church preserves and safeguards in the Polish society and which are at odds with the left-leaning attitudes of many fair trade activists.

Nonetheless, since its inception, the statutory purpose of the organisation has been global education and the promotion of fair trade. Later on, the PFTA signed a licensing agreement for the use of the Fairtrade logo in Poland and started the distribution of certified products in 2005. The current sales of the PFTA are still too small for the organisation to be able to import the products directly from Southern producers. Therefore, it has to rely on the bigger European organisations, most notably from Germany, as trade intermediators. The additional fees and margins paid to the intermediaries drive the retail prices on products offered by the PFTA relatively high (Kronenberg, 2010). Since 2010, the PFTA has been the only Polish member of the WFTO. The products imported through European fair trade organisations are currently sold online as well as in the offline store located in 3R]QDĔ *UHDWHU 3RODQG RZQHG E\ WKH 3)7$ DQG GHVFULEHG DV WKH RQO\

‘worldshop’ in the country.

44Available at http://www.sprawiedliwyhandel.pl/en/ (accessed 25 January 2018).

45Available at http://www.fairtrade.org.pl/ (accessed 25 January 2018).

46Kronenberg (2008: 133, 2010: 349) mentions a commercial company called Taste of Freedom (Smak WolnoĞci) that was set up in 2003 to sell fairly traded coffee from Chiapas in Mexico as the first fair trade initiative in Poland. However, the firm closed down after about a year and was not acknowledged in the interviews.

As the PFTA continued its educational and advocacy activities, in 2009 it was involved in establishing the informal ‘Fairtrade Coalition’. The Coalition’s goal was to function as an umbrella organisation integrating fair trade actors emerging on the fragmented Polish market, and to cooperate on their behalf with international fair trade bodies (see Stowarzyszenie Konsumentów Polskich, 2010: 11). The Fairtrade Coalition was originally founded by 22 partners: 13 non-governmental organisations (including the PFTA and Polish Humanitarian Action, as well as consumer associations and ecological organisations) and nine small commercial companies and individuals (including Pizca del Mundo). The composition of members has changed over time with some leaving the coalition, including the PFTA, and some suspending their business operations altogether. In 2013, the coalition was transformed into a foundation with nine founding members, Pizca del Mundo being one of them. Since April 2015, the organisation has been the sole representative of Fairtrade International in Poland, which means that it has permission to cooperate with local companies interested in obtaining the Fairtrade certificate. Following a long process, the organisation officially became a member of Fairtrade International in January 2016. Consequently, the Fairtrade Coalition changed its name to the ‘Foundation of the “Fair Trade Coalition” – Fairtrade Polska’ (in short, Fairtrade Polska), and acquired the status of a ‘public benefit’ organisation, which allows it to fund-raise. The continuously high involvement of Pizca del Mundo in the efforts to organise and advance the fair trade initiative in Poland is proven by the fact that its representative, Borys, currently serves as chairman of the supervisory council of Fairtrade Polska.

The status of Fairtrade Polska in the structure of Fairtrade International is that of a Fairtrade Marketing Organisation (FMO). The concept of an FMO was created to incorporate into the Fairtrade system the former socialist countries of Eastern and Central Europe as well as the countries from the Global South. However, the status of FMOs within the structure of Fairtrade International is still somewhat unclear. While obliged to pay membership fees, FMOs are not granted voting rights in the decision-making process of Fairtrade International. In contrast, such rights appertain to the National Fairtrade Organisations that function in the founding member countries such as the UK, Germany, Belgium and Finland. Poland, however, should be offered full membership in Fairtrade International in the not-too-distant future, not least because of its relatively big population of 38 million⁴⁷.

Due to the relatively late arrival of fair trade in Poland, the society needs intensive global education in order to take an interest in, and offer support to, the cause (see Boenning, 2009; Koszewska, 2011; Kronenberg, 2010;

Paliwoda-0DWLRODĔVND7KLVLVHVSHFLDOO\WUXHLQWKHFRQWH[WRIWKHIDLUO\

recent ‘opening up’ of the country to globalisation that resulted from political transformations in the 1990s. Thus, Fairtrade Polska invests considerable

47,QWHUYLHZZLWK$QGU]HMĩZDZD-DQXDU\

efforts in raising awareness and the promotion of fair trade. On an institutional level, Fairtrade Polska coordinates the Fairtrade Towns project, which encourages Polish cities to prioritise fair trade products in their public procurement. However, only one Polish city – 3R]QDĔ – obtained the certificate, as long ago as in 2008. Moreover, Fairtrade Polska is engaged in advocacy efforts, particularly through encouraging politicians to include fairer North-South relationships in their election platforms. During the campaign leading up to the general elections in 2015, Fairtrade Polska asked the candidates to sign a declaration of commitment to the cause. Most of those who did, however, were associated with the Green Party or the social-democratic grass-roots Partia Razem party, neither of which managed to get into the parliament. As proven by the limited success of these initiatives, the reception, resonance and importance of issues to do with the injustices of global trade are still very low. Hence, in the light of the minimal interest in fair trade among the adult public, Fairtrade Polska relies on schools as the primary arena for global education. Apart from the possibility of forming the attitudes and influencing the behaviours of an incoming generation of consumers, this move is underpinned by two pragmatic reasons: the relative easiness of obtaining funding for projects aimed at schoolchildren, and the already existing drive of some teachers towards more conscious global education.

In fact, because of the limited presence of formal structures and low awareness and support of consumers, fair trade in Poland can be more aptly characterised not as a movement, but as a (not very well-developed) market⁴⁸. Let us consider this claim in detail. In terms of organisational structure, Fairtrade Polska enlists seven non-governmental organisations, eight online stores, six distributors and wholesalers (one of which is the PFTA and two others are identical to the previously mentioned online stores), and one Polish producer as actors involved in fair trade in Poland. The non-governmental organisations include the previously mentioned PFTA and Polish Humanitarian Action as well as a foundation dedicated to consumer education (the Buy Responsibly Foundation), three ecologically oriented organisations (the Foundation for Sustainable Development, the Centre for Environmental

$FWLYLWLHVµħUyGáD¶DQGWKH$OOLDQFHRI$VVRFLDWLRQV3ROLVK*UHHQ1HWZork) and a cultural association, the Association of Local Cultural Centres (SLOT). The commercial fair trade sector in Poland comprises local distributors of foreign fair trade brands and small online retailers catering to individual consumers.

The majority of firms work within the food sector, selling coffee, tea, chocolate and the like branded by foreign fair trade companies. Pizca del Mundo is a notable exception, providing a selection of own-branded products imported directly from Southern cooperatives. The second most common area of operations for fair trade companies in Poland is clothing and other cotton products, such as towels. In this sector, one firm stands out among the distributors and resellers of imported fair trade goods. A new addition to the

48InWHUYLHZZLWK$QGU]HMĩZDZD-DQXDU\

market, Fairpants was established at the beginning of 2016 as the first Polish, and – according to their website –European, company to produce underwear locally from Fairtrade-certified cotton. Thereby, the second Polish fair trade brand seems to have appeared on the market. In addition, some fair trade stores sell certified cosmetics and office supplies.

The limited awareness of fair trade in Polish society diagnosed by practitioners is also well recognised in the scholarly literature. The indifference to the consequences of consumption manifests itself in a prevalent acceptance of unethical products among Polish society (Paliwoda-0DWLRODĔVND   VHH also Boenning, 2009; Koszewska, 2011). In addition, the level of consumer activism is one of the lowest in Europe, engaging less than 20 per cent of the population (Paliwoda-0DWLRODĔVND

Stolle and Micheletti, 2013: 97). In the context of general disinterest, the proportion of Poles aware of fair trade and its principles is estimated to be around 10 (Stowarzyszenie Konsumentów Polskich, 2010) to 37 per cent ĝPLHFKRZVNDDQG'PRZVNLZLWKOHVVWKDQSHUFHQWUHFRJQLVLQJWKH

Fairtrade label (Prandota and Rejman, 2013). Furthermore, those ignorant of fair trade are not particularly willing to acquire new knowledge: only 35 per FHQWRI3ROLVKFRQVXPHUVGHFODUHDQ\LQWHUHVWLQIDLUWUDGH-DQRĞ-.UHVáR

5DG]LXNLHZLF]ĝPLJLHOVND et al., 2015). This indifference towards fair trade is reflected in the minuscule sales⁴⁹of fair trade products totalling 2.1 million euros⁵⁰.

A number of possible factors prevent fair trade from taking root in Poland.

In terms of ‘cultural’ or ‘psychological’ barriers, the already mentioned deficiencies in global education seem to render Poles incapable of adequately assessing their relatively privileged position in the current world. Two other mental hurdles are the conviction about the low impact of individual consumers on the situation of Southern producers, and limited trust in the honesty of firms inYROYHG LQ WKH IDLU WUDGH VFKHPH -DQRĞ-.UHVáR 

Koszewska, 2011; Radziukiewicz, 2013). In economic terms, the relatively high price of fair trade products is the most critical impediment (Koszewska, 2011;

Kronenberg, 2010). Given that price is still the main criterion guiding the SXUFKDVLQJGHFLVLRQVRI3ROLVKFRQVXPHUV%RáWURPLXN5DG]LXNLHZLF]

49Actually, the smallness of the market continuously manifests itself in the mundane activities performed by people involved in fair trade, often in very tangible ways. For example, during my stay with Pizca del Mundo we spent a significant stretch of time sticking Polish-language labels, indicating the ingredients and nutritional values of the product, onto the packages of British fair trade tea, of which Pizca del Mundo is an exclusive distributor in Poland. It was explained to me that had the sales and, hence, orders been bigger, the British company would have printed the necessary information onto the packages themselves, thereby saving Pizca del Mundo’s resources.

50‘3RODNRPQLH]DOHĪ\QD7U]HFLPĝZLHFLHZROLP\NXSRZDüWDQLHM¶3ROHVGRQRWFDUHDERXWWKH7KLUG

World, we would rather pay less). Gazeta Wyborcza, 24 February 2012. Available at: http://pieniadze.gazeta.pl/Gospodarka/1,125292,11230688,Polakom_nie_zalezy_na_Trzecim_Swi ecie__wolimy_kupowac.html (accessed 8 February 2017).

2013; Szubska-:áRGDUF]\NDQG3DV]NRWKHORZHUWKDQWKH(8DYHUDJH

purchasing power means that only those with more substantial amounts of disposable income – that is, the middle and upper classes – can afford to buy IDLU WUDGH HJ %RHQQLQJ  -DQRĞ-.UHVáR  $QG HYHQ ZKHQ

consumers are knowledgeable, mentally primed and sufficiently financially well-off to buy fair trade, the low availability of such products in Polish stores might prevent them from doing so (see Stowarzyszenie Konsumentów Polskich, 2010; Szubska-:áRGDUF]\N DQG 3DV]NR  ,QGHHG IDLU WUDGH

products, both certified and non-certified, are currently available in several dedicated online stores (retail and wholesale), and through own brands carried by some of the foreign chains, such as Marks & Spencer and Lidl.

Moreover, a limited selection of fair trade products can be found at individual stores of the large foreign supermarket chains (e.g., E. Leclerc and Auchan) or in small organic shops. Supermarkets and organic shops, however, rarely stock fair trade products specifically because of their ethical value. Rather, they are introduced due to their organic and ecological origins or simply to widen the available selection (see Stowarzyszenie Konsumentów Polskich, 2010).

Despite the rather bleak current picture, Poland has been perceived as a promising emerging market for fair trade consumption (Boenning, 2009;

Koszewska, 2011; Kronenberg, 2008, 2010; Paliwoda-0DWLRODĔVND$OO

in all, the embryonic condition of the fair trade market in Poland – characterised by a nascent and fragmented structure, and consumers with little interest in, and demand for, fair trade products – provides a somewhat challenging context in which the operations of Pizca del Mundo must be situated and analysed.