Executive Summary: This project is regarding JUST US company mission Fair trade and its principles as well as company

values; it is including internal and external analysis , QSPM Our mission People and the Planet before Profits Introduction The Just Us: Co-op op set out in 1995 to become Canadas first Fair Trade coffee roaster. It was a small, but bold experiment to show that the coffee business, and all businesses, could be done differently, putting People and the Planet before Profits locally and globally. bally. We wanted to make connections with small-scale scale organic coffee farmers around the world and conscientious consumers in Atlantic Canada and beyond. Eventually, we would also get into tea, chocolate and sugar but our collective aim was always the same: To come together to do something meaningful, to make different make it exciting and hopefully to make it minimally profitable so we can continue to have our jobs. The Beginnings: "Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it's the only thing that ever has." Margaret Mead.We We called ourselves just us! Because we were just a small group of friends who had very little in the way of business experience or resources, but really believed we could do our bit for social "justice. Moreover, it was not just talk. We wanted to be true to our convictions and consistent with the standards set out for Fair Trade coco ops in the Third World. Co-operation To be a shining example of business doing good for workers, farmers ers and the world The world needs true and participatory democracy in business, just as we do in politics. Direct trade between co-operatives operatives means a commerce system of products from the people, for the people. We do not always know where our path will lead us, but we want to walk together and with others who are part of the struggle to create a better world. Our Purpose People and the Planet before Profits We are a worker co-operative operative that contributes to a sane world where peoples' needs and the wellbeing eing of our planet are put before greed.
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Building on our success, we continue to foster a more democratic workplace and supply chain, where everyone can participate and benefit. This important struggle will take commitment on everyones part. Our efforts are focused on small small-scale scale sustainable agriculture working towards healthy communities and a healthy world. Through our fair trade products and education, we promote awareness on development and trade issues, always looking for a way to be a vehicle for change. Just Us! Values Authenticity Our commitment goes way beyond just selling stuff. We do not go through the blood, sweat and tears of building a democratic workplace and supply chain just to have a job. We want to be the real deal in everything we say and do. We make the road by walking. MYLES HORTON Community There is no them and us, just us!We do not believe in any form of discrimination. We want to create a place to learn, grow, respect and share diverse opinions or ideas with mutual trust and acceptance. This strengthens us to stand together against intolerance, exclusion, and self-interest self at the expense of others. Instinct Just Us! just came immediately to us and that was it. There was no question Instinct about knows what is the right thing to do, given our purpose. It is about creating, honoring, and living a pervasive culture that keeps us accountable to our values. Justice Right from the beginning we were set up to challenge the status quo. We are a radically oriented business, challenging conventional bottom-line line business practices. We are part of local and international movements towards global justice. We provide a fundamental alternative by doing business differently and collaborating with small, indigenous producers who dare to organize in their historic struggle for economic justice, dignity, and selfself determination. Products

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a) b) c) d) e) Instinct

Coffee Tea Chocolate Sugar Merchandise

Just Us! just came immediately to us and that was it. There was no question Instinct about knows what is the right thing to do, given our purpose. It is about creating, honoring, and living a pervasive culture that keeps us accountable to our values. Justice Right from the beginning we were set up to challenge the status quo. We are a radically oriented nted business, challenging conventional bottom bottom-line line business practices. We are part of local and international movements towards global justice. We provide a fundamental alternative by doing business differently and collaborating with small, indigenous producers ducers who dare to organize in their historic struggle for economic justice, dignity, and selfself determination. Products a) b) c) d) e) Coffee Tea Chocolate Sugar Merchandise

Fair Trade Just Us! Has been a leader in keeping true to the original concepts of fair trade with its transition to the Small Producers Symbol (SPP in Spanish) nearly 2 years ago, another pioneer in the fair trade movement, Equal Exchange, is doing the same. Check out this recent blog post by Equal Exchange Producer Relations Coordinator Phyllis Robins Robinson on for the scoop on REAL Fair Trade Fair Trade Certification

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Back in 1997, Just Us! Became the first certified Fair Trade licensed coffee roaster in North America. There are now over 250 licensed Fair Trade companies just in Canada. There are also many companies now claiming to have products that are fair trade, or fairly traded, but are not certified. Others buy only a small portion of FT products to improve their image or cater to niche markets, while purchasing the rest of their products outside of th the e certified system. Without certification, there is no auditing of trade practices, farming or processing facilities, so the consumer can never really know the ethics behind un un-certified products. Seven Principles of Fair Trade The ethical production and purchase urchase of goods is essential to creating an equitable, just and healthy planet. Fair Trade has become an extremely valuable means to certify ethical standards for some items purchased in Southern countries. We believe that there is a similar need for ethical cal standards for all items, whether they are produced in the North or the South. We propose these principles as a set of values that consumers can use to judge a business, its practices, and its products. These principles are not specific standards, but g guideposts uideposts to help ask important questions and make ethical decisions. 1. Transparency Information is readily available in an accurate, clear, and accessible form about how and where products are produced, how the business operates and who profits. Educat Education ion is promoted through information sharing. 2. Commitment to Human Rights and Non Non-Violence The organization respects the human and labor rights of all of its workers and stakeholders and assures that its practices contribute to safe social and physical en environments vironments and communities. Humane treatment of animals is assured. 3. Fair Payment The organization provides fair payment to all workers and producers so that they can live with dignity in an economically sustainable manner. 4. Empowerment Workers and producers have a voice and participate in decisions that relate to the structure and nature of their work, helping them to gain more control over their economic and social lives. Efforts are made to pro-actively actively support groups that have been sy systematically stematically discriminated against over time.
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5. Community Enhancement The business demonstrates a commitment to the enhancement of local communities in which it operates though contributing financial, material or human resources. Cultural diversity is respected and celebrated. 6. Direct Trade The distance between the producer and the consumer is minimized, either through buying locally or through minimizing intermediaries when products come from other parts of the world. This provides for a greater return turn for producers, workers, and a greater sense of accountability and relationship between producers and consumers. 7. Environmental Responsibility: The business demonstrates environmentally responsible practices in the design, production and disposal of its products and in all its activities. Relevant issues include Organic certification where appropriate Items are designed to minimize environmental impact over the product lifetime Reducing, reusing, recycling and composting waste and packaging Eliminat Elimination ion of dangerous chemicals in production of goods and commodities Educating and requiring suppliers to be environmentally responsible. Quality The organization provides quality in its products and services and stands by its products when there are problems ms or evident fault Coffee industry overview: Coffee is an important commodity and a popular beverage. Over 2.25 billion cups of coffee is consumed in the world every day. Over 90% of coffee production takes place in developing countries, while consumption happens mainly in the industrialized economies. Worldwide, 25 million small producers rely on coffee for a living. For instance, in Brazil alone, where almost a third of all the world's coffee is produced, over 5 million people are employed in the cultivation and harvesting of over 3 billion coffee plants it is a much more labor-intensive intensive culture than alternative cultures of the same regions as sugar cane or cattle, as it is not subject to automation and requires constant attention ,Coffee is also bought and sold as a commodity on the New York Board of Trade, , This is where coffee futures contracts are traded, which are a financial asset involving a standardized contract for the future sale or purchase of a unit of coffee at an agreed price, The world's largest transfer point f for coffee is the port of Hamburg, , Germany

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JUST US Company is using defensive strategies like as Marketing development, product development, market penetration and diversification Related and unrelated. Currently just us company is using market expansion strategies and diversification.

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By the QSPM analysis for JUST US Company the strategy I is best due to highest score as compare to strategy 2

SWOT Assign Weight 1.Strength Loyal Customer Base Customer Engagement Multiple Channels Strong Brand 2. Weakness Shops Concentrated Low Marketing Spend Total 3. Opportunities Nova Scotia Dominance New Fair trade products Social Media/Online 4. Threats High Competition Starbucks Clouded Focus Clarity on Fair Trade Total Weight .18 .20 .15 .19 .17 .11 1.00 .10 .12 .13 .19 .14 .17 .15 1.00

Improve Brand Performance & Expand Long Term AS

Joint Vent enture/ Strategic Strat Alliance TSA AS TAS

Strategy1 3 1 1 3 2 2

0.54 0.2 0.15 0.57

2 1 2 3

Strategy2 0.36 0.2 0.30 0.57 0.34 0.11

0.34 2 0.22 1

2 3 2 3 1 1 4

0.2

0.2 0.24 0.26 0.38 0.14 0.17 0.30 3.57

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0.36 2 0.26 2 0.57 0.14 0.17 0.60 4.32 2 1 1 2

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