NATURLAND

Upgrade your brand value in South East Asia: NATURLAND positive impact on the value

chain

Biofach Bangkok11 July 2019

NATURLAND

Marie Dunkert, NetworkerNaturland Zeichen ltd.

Marco SchlüterInternational Development Manager Naturland e.v.

SUMMARY

• Naturland is one of the leading organic farming associations globally with65.000 farmers in 58 countries

• Our core assets are our diversity in standards and elaborated qualityassurance and the know-how to build holistic value chains

• Naturland serves as differentiation tool (certification and co-brand)

• Very succesful on German market

• Currently, we are intensifying our efforts to expand our activities in Asia tosupport our regional members and partners

• You can be part of our growing network and international activities

• Established 1982 in Germany by farmers scientist and consumersconsumers

• One of the leading organic international associations• Uniting 65.000 Producer, Beekeeper, Fishermen in 58 countries• Many smallholders united in 147 cooperatives• Total 440.000ha agriculture, forest and aquaculture• > 820 food companies as partner• Ca. 50 employees

NATURLAND IN A NUTSHELL

NATURLAND MISSION – WHAT WE STAND FOR

Promoting the expansionof organic agriculture in

the global northand south

Developing an ecological sound

and fair way of foodproduction, processing and

marketing, as well asreliable trading relationships

Stimulating healthy workingconditions and social

responsibility

Naturland is special as it units organic, social and fair

ConsumerSociety

Purpose

Retail/ MarketCompanies

Naturland ecoystem

NATURLAND – A GLOBAL COMMUNITY WITH FARMERS IN THE DRIVER SEAT

AppreciationMarket value

Producers

Governance +

Membership

Market access

Creatig value byprocessing of Naturland raw material

Naturland services

Farmers services: Training and

representation

Variety ofprivate

standards

Increased credibility= quality assurance

Premium (co-) Brand

to differentiatefrom the market

Building valuechains connecting

farmers, companiesto markets

PUBLIC STANDARDS

…define the minimal legal level of organic agricultural productionagainst misuse.

• In Europe, private standards have been developedbefore any governmental legisation.

• Today, private standards of producer associationsallow to develop new áreas and set higherrequirements evidently higher.

Thus, private standards are driver for innovation and provide additional value in terms of quality, market access and confidence.

Private standards

• EC regulation, NOP, JAS are not a guide for practitioners, but a regulation

• Naturland believes: Standard must be set by farmers – in dialogue with consumers/society

• Naturland private standards provide added value combinedwith a strong quality assurance

• Complementary with government legislation

Added value by a farmer-led standards

NaturlandStandards

Organicproduction

and

processing

since 1982

Fair Trade South & North

since 2010

SocialResponsibility

since 2005

environmental social economic

FARMERS SELF-DEFINED NATURLAND STANDARD

Standards on• Agriculture (also

tropical)• Processing• Aquaculture• Wild capture

fishery, • Fair economy• NEW: Insects

Since 2016 a full inspection on Naturland Social standards became mandatory. There will be special focal points for each inspection year.

NATURLAND REQUIREMENTSocial responsibility

1. Human rights

2. Freedom to accept or reject employment

3. Freedom of association

4. Equal treatment and opportunities

5. Children rights

6. Health and safety

7. Employment conditions

7.1. Contracts

7.2. Equal treatment

7.3. Wages

7.4. In kind payment

7.5. Working hours

7.6. Social benefits

7.7. Further education

NATURLAND QUALITY ASSURANCE

• Whole chain traceability: whole value chain needs to beNaturland certified

• Compliance with the Naturland standards is checked in annual inspection by external inspection body

• Regular training of control bodies according to the Naturland standards, additional quality visits by Naturland staff(internationally at least every 2 years)

• Every Naturland producer/ Naturland processor has a contactperson at Naturland

• The Naturland certification system is accredited by IOAS toverify certification performance according to ISO/IEC 17065

• The Naturland seal enjoys great credibility amongst traders and consumers in Germany.

• It provides added value to differentiate from competitors as premium organic.

• It functions as co-brand – as seal of trust for organic beyond government standards including an unique quality assurance system.

• Naturland helps to source raw materials and final products.

• Also you can benefit from cooperation with Naturland

MARKET ACCESS WITH THE NATURLAND TRADEMARK

NATURLAND COOPERATION WITH PARTNERS

Almost 900 partnercompanies

DEVELOPMENT OF NATURLAND PARTNERS

258

334

405 409436

481525

574626

655687

724

798

869898

0

100

200

300

400

500

600

700

800

900

1000

898 partner from trade and processing(Stand 30.04.2019)

Anzahl der Naturland Partner

NATURLAND SUCCESS STORY WITH RETAILERS IN GERMANY

REWE – 2nd biggest retailer in Germany labels its organic brand with Naturland

German biggest drugstores dm & Rossmann have cooperation agreementwith Naturland

Various certified products in Germaniesbiggest organic supermarkets

EXAMPLE: WE GO WITH PIONEERSNATURLAND PARTNER BERCHTESGARDENER LAND

• First organic dairy since 1973 in Bavaria

• 500 organic farms (to 400 conventional)

• Certified as Naturland & Naturland fair

• 100mn Kg milk/year, 260mn EUR turnover

Naturland organic-fair milk form South-Germany

Naturland organic-fair Cocoa from Dominicanrepublic

Naturland organic-fair sugar from Paraguay

NATURLAND RAW MATERIALS AN EXAMPLE

NATURLAND CERTIFIED SHRIMP PROJECTS IN VIETNAM

NhungMienForestyArea

Ngọc HiểnForestyArea

Black Tiger small scale farmers projectsin Cà Mau ProvinceNăm Căn and Ngọc Hiển District

NATURLAND SHRIMPS ON VIETNAMESE MARKET

• Binca seafood is Naturland partner since many years with aquaculture projects (Pangasius, shrimps)

• Shrimps are sold on the German market

• Since last year they are also with Naturland label present on Vietnamese market

NATURLAND INTENSIFIES ENGAGMENT IN ASIA

BANGLADESCH, 2337

CHINA, 62

INDIEN, 12951

INDONESIEN, 1955PAPUA-

NEUGUINEA, 1239

PHILIPPINEN, 3697

SRI LANKA, 5828

TAIWAN, 1

THAILAND, 1833

VIET NAM, 1345

111 Members

• Naturland has 111 members in Asia representing 31,248 farmers

• This is over 50% of itsinternational farmers

• Differentation possibility on market

• Diverse standard portfolio (Aqua - & Agriculture, processing, forestry, Wild capturefishery, Fair economy, textile, insects)

• Holistic approach to build value chains

• Issue of food safety in Asia (German quality image)

• High credibiltiy as farmer based organisation

• International vision to support building the organic sector

• Market diversification (regional & export markets)

ADDED VALUE OF NATURLAND ENGAGMENT IN ASIA

YOUR OPTION TO COOPERATE WITH US

Processor and trader

Option 1: Co-brand huge part of your

portfolio with Naturland

• Contact us• Identify desired products• Evaluate local market opportunties and export

markets• Identify potential producers/suppliers• Negotiate sub-licence contract• Get certified

Option 2 Co-brand single products of

your brand

Naturland: • quality

assurance• Certification• connecting

company withproducers & market

• Possible commonmarketingcampaigns

YOUR OPTION TO COOPERATE WITH US

Retailer

Option 1: Co-brand yourorganic line

• Contact us• Exchange about

possible products• Negotiate sub-licence

contract• Get certified• Common marketing

plan

Option 2: Place Naturland certified

products in yourshelve

• Contact us• Exchange about possible

products• Identify suitable supplier

(current Naturland partners, current retailer partners, new ones)

• Common marketing plan

Naturland• quality

assurance• Certification• connecting

retailer withpartners and farmers

• Possible commonmarketingcampaigns

If you are the first one engagingwith Naturland on new

regional/national market there arealways possibilities to develop

creative models

SUMMARY

• Naturland is one of the leading organic farming associations globally with65.000 farmers in 58 countries

• Our core assets are our diversity in standards and elaborated qualityassurance and the know-how to build holistic value chains

• Naturland serves as differentiation tool (certification and co-brand)

• Very succesful on German market

• Currently, we are intensifying our efforts to expand our activities in Asia tosupport our regional members and partners

• You can be part of our growing network and international activities

Naturland Association for Organic Agriculturewww.naturland.de/en