We are start-up company inspired by the principle of fair trade. We're working with a group of farmers in Malaysia. These farmers are based in the Cameron Highlands of Malaysia, come from a disadvantaged ethnic group and are currently being short-changed by the middle-man.
We are helping the farmers end-to-end. We are paying for someone to help increase their productivity, package their vegetables as well as market and sell in overseas supermarkets. We also offer them fixed prices so they have greater certainty over their income and can invest on their farms.
We will mainly be selling leafy Chinese greens (e.g. pak choy and chye sim) as well as tomatoes and french beans in a neighbouring country where they will get a higher price relative to Malaysia.
We are a very young company with full-time staff of one and a number of advisors all providing services pro-bono. Social enterprise probably captures the spirit of what we are trying to do.
Fair trade is something of an untapped market in Asia and general awareness of the principles of fair trade is quite low. It is unlikely that Asian consumers will pay a premium for fair trade products. Even though we believe and apply the principles of fair trade, our marketing will focus on the quality and appearance of the vegetables.
We will be commissioning a total of four logos. This is the first one.