At this year’s Royal Geographical Society (with IBG) Conference in Manchester (26-28 Aug 2009), Fair Tracing’s Dr Dorothea Kleine teamed up with Dr Ian Cook (Exeter University) and Dr Mark Graham (Oxford Internet Institute) to host three sessions on “Follow the thing: New Cultural and Economic Geographies“. The idea of the session was to bring together value chain research conducted from cultural geography and economic geography perspectives (see also the full programme).

Our sessions had 13 papers (one of which was on the Fair Tracing project) running from 09:00 to 16:50. Thanks to the great interest in the topic, sponsorship from two research groups, the quality of the papers (and the lucky coincidence that our session info was printed in the front section of the programme at a busy, multi-strand conference with several sessions in parallel) we had audiences of over 30 people throughout the day, consisting of mainly cultural, but also some economic geographers. 

The quality of questions were outstanding. One question on the Fair Tracing project was whether we had spoken to workers directly, or whether we had, just like much of the Fair Trade research, merged the categories or producers and workers. I was glad to be able to explain that our focus groups in Chile had been conducted with vineyard owners, bodega employees and workers separately. I also remarked how at the time one of us (ie Dr Ann Light) succeeded in involving the foreman in conversation and distracting him sufficiently while Macarena Vivent and I had unsupervised focus group time with workers… 

Ah, we were a great team!      

“Meanwhile, an online initiative called the Fair Tracing Project aims to publicise how farmers in poor countries are treated by the multinational companies that sell their produce in the west. Farmers use mobiles to upload photos and videos “so they can tell a story about the labour conditions they’re working under”, says Fair Tracing team member Dorothea Kleine of Royal Holloway, University of London. Kleine and her colleagues add this to data on how the goods travel from farm to store, including the amount that packagers, shippers, and retailers get paid along the way.

So far they have completed case studies on Chilean wine (see diagram) and Indian coffee. Customers in stores should eventually be able to photograph a product’s bar code with their phone, and be directed to the relevant charts and videos.”

Anyone recognise the place? As avid users of our Fair Tracing Demo will have spotted, this is Valparaiso Harbour in Chile, where the Los Robles Wine gets shipped off around the globe to Sainbury’s harbour warehouses in the UK. Dorothea Kleine and Macarena Vivent from the Fair Tracing team went there to see how the container shipments worked.  

 This August, about one year on from our original visit, Dorothea and Macarena from the Fair Tracing Team returned to Curico, Chile, to meet with the Fairtrade vintners again. For a variety of reasons, including the fall of the US dollar, the Los Robles co-operative was in financial difficulties (see here). The producers who had the Fairtrade certification, however, had managed to line up an alternative buyer for their Fairtrade grapes next year.

The vintners and employees of the co-operative were the first group to co-design our interfaces for Fair Tracing in 2007, so now we came back and presented the three versions of interfaces we have now begun to develop. The producers remain interested in continuing to work with us while the supply chains through which they are trading are changing. We wish our partners all the very best as they have to manoeuvre through these difficult economic times!  

Just what can you achieve with a weekend of Social Innovation? After 24 hours of simultaneous hacking, designing and user requirement gathering, our Barcode Wikipedia team came up with a basic prototype system: WIBI.it. This is a simple user interface to a wiki-like system that lets anyone look up a product by its barcode and add information. The system also grabs related tagged photos from Flickr and automatically links to Amazon, price comparison sites, and related blog and review articles.

Tom and Fred managed to integrate some open source code to recognise photos of barcodes taken using Nokia phone cameras, allowing users to look up information directly using their mobile. One of the killer apps we envisioned for this type of system would be in-store price comparisons. If you are looking around shops for say DVDs or a flat-screen TV, wouldn’t it be useful to see what online prices were available at the same time — and click to order? This has the potential to turn most of the world’s shops into exhibition spaces, with the real commerce happening on the Internet.

Thanks to David Wilcox you can watch our team’s presentation at the conclusion of the weekend:

Ann Light (human-computer interaction specialist), Dorothea Kleine (economic geographer, project manager) and Macarena Vivent (ICT4D specialist, project director Chile) from the Fair Tracing Team have just completed an intensive round of fieldwork with our producer partners, the co-operative Los Robles in Chile. We visited the vineyards and the winery production facilities, interviewed workers, vintners, employees and management and conducted focus groups and participatory design workshops. Here are some photos: 

Observing the work in the vineyards…

Interviewing vintners and workers…

Holding focus groups with workers (finding out about their perspective on the wine value chain, on consumers, on Fairtrade, and on technology) ….

Conducting a participatory design workshop with the co-operative’s employees (conceptualising the value chain, mapping information flows and processes, identifying current data formats and technology in use etc.)…

Meeting volunteers, technophiles and creative students to discuss local content creation..

…and agreeing on next steps with the Directores (representatives of the members of the co-operative) and the General Manager of Los Robles, Francisco Della Maggiora Silva (in the picture with Macarena, Ann and Dorothea).   

Los Robles were very friendly hosts – they even raised a flag for each of us on our multinational research team! (But despite Ann’s extensive efforts of persuasion the Union Jack refused to unfurl properly for our photo…)

Yes, there was lots of very good wine. But we also raised a glass of typical Chilean “Mote con huesillos” (yummy peach syrup with dried peach and boiled wheat) in Curicó’s famous Café Montero in honour of Maria Montero, our valiant Research Assistant who stayed in London to hold the fort while we were away on our fieldwork visit to Chile. Cheers, Cote!

As fairtracing project, we were also there. We had the agreement from the Fairtrade Wine Comittee to hand out questionnaires and thanks to the help of Joy from Ehrmanns we finally reached very enthusiastic visitors that filled out the questionnaire and agreed to be interviewed in the near future. A good start for our work with consumers!.

Currently, there is an increasing demand for Fairtrade certified wine in the UK. According to the FLO, total UK Fairtrade sales exceeded £290m in 2006, running at annual growth rates of 40% for the past five years. Wine is one of the fastest growing categories of Fairtrade goods in the UK and general wine volumes increased by 116.7% in 2006 compared to 2005. The UK is by far the biggest market for Fairtrade wine, and looks due to continue increasing.

In order to highlight the quality of wines in this sector, the Fairtrade Wine Committee, also organised an Award during the tasting including 48 wines from the three countries where Fairtrade-accredited wines are produced. Chile was the big winner with wines picking up the two top prizes. Equality Fairtrade Sauvignon Blanc, from Chile’s Maule Valley, scooped the honor of Best White, and the Co-op’s Fairtrade Chilean Carmenère from Los Robles cooperative in Curicó was voted Best Red of the competition. Congratulations to our partner Los Robles!

Our hosts are really friendly and my Spanish skills are increasing exponentially (from a very small base). I can’t believe that it’s all over for this visit in just three days…

Dorothea and Maca say hi!