About the Campaign | WWF Indonesia

About the Campaign



Green and Fair Products campaign: A fair choice for people and nature

(July-December 2010)
Last month, WWF Indonesia launched a six-month campaign for G&F products, an initiative that was started a few years ago to promote value products from conservation areas and landscapes around Indonesia.


Why a campaign now?

WWF Indonesia believes that the campaign can raise public awareness on ways to support conservation and sustainable consumption at a time when concerns for the sustainability of the resources on our planet and poverty are highest.

Green and Fair products are products that are produced or harvested naturally and sustainably by local communities, respect local traditions and regulations, are sold directly on the markte for a fair price and real market value of the products. The products are also “fair” because they are local, tell a conservation story, and provide a sustainable economic alternative for local communities. Consumers choosing Green& Fair products not only buy directly from the producers/farmers, they also help manage natural resources in ways to avoid overexploitation, and contribute to a more sustainable lifestyle.

Linking market, conservation, and equity

Conservation organizations have become aware of the importance of taking into account the human factor in conservation management as a source for positive engagement in support of sustainable management of natural resources and protection of the environment. Moreover, economic instruments are increasingly being regarded and used as a tool for conservation by assigning market value to natural resources and services. By enhancing the ‘green’ and ‘fair’ value of products, consumers, locally and globally, have the possibility to choose products that are of good quality, healthy, and help local economy and conservation.

How can the sale of wild honey like the one collected by farmers in Tesso Nilo or Mutis help conservation and the local community? An abundant honey production depends on healthy forest environment around the honey trees. When local producers can successfully market their honey at a fair price that reflects the good quality,name and value of the product, they gain an economic incentive to protect the trees and forest that generate the honey, and to process the product in ways that maintain high standards to satisfy the consumers.

WWF Indonesia and the G&F Products Initiative: A fair choice for people and nature

The Green& Fair products initiative was initially developed by WWF-Indonesia in 2004.

With this initiative, WWF Indonesia set out to pursue the following objectives: empowering communities, strengthening the role of local entrepreneurs and in particular women, and highlighting the conservation message in fair trade partnerships. WWF-Indonesia aims at supporting the development of small yet sound business ventures that are suitable to local, socio-cultural conditions, instill business entrepreneurship and basic marketing skills to create additional income-generating alternatives for local people in conservation landscapes.

WWF does not act as a retailer nor a trader in G&F products. WWF-Indonesia facilitates the establishing of market linkages between the producers and buyers/retailers, and help promote the ‘green’ and ‘fair’ message to the general public and the WWF network by participating in fairs and exhibits, running campaigns, producing videos and stories. Earlier this year, WWF Indonesia and WWF Malaysia organized a joint workshop to identify products with that could be promoted and marketed in Malaysia as Green& Fair. These products happen to be from the Highlands in the Heart of Borneo (HoB) and represent ‘trans-boundary’ products cultivated by local communities on both side of the international border between Indonesia and Malaysia (Sarawak), especially organic rice of a local variety (adan).

The products currently endorsed by WWF-indonesia as Green& Fair include: wild honey from Tesso Nilo National Park and surrounding area in Sumatra; wild honey from the Mutis mountain landscape in Timor; Cajapuit essential oil from Asteromytus spp trees in the Wasur National Park in Papua; handicrafts (carved wooden rhinos) from Ujung Kulon National Park; accessories and handicrafts from the landscape linking the Danau Sentarum and Betung Kerihun conservation areas; organic adan rice from the Krayan Highlands in the HoB; aloe vera products (tea and drink) from Sebangau National Park in Central Kalimantan; and coffee (robusta) from the buffer zone of the Bukit Barisan Selatan National Park in Sumatra.

The products might not yet be very many, but the message of the campaign is strong and louder than the products: there is a fair choice for people and nature, there are ways we can consume and choose products that help conservation and sustainable management of natural resources, and by doing so help the economy of local communties and reduce poverty.

**Text by Cristina Eghenter,WWF-Indonesia Social Development Senior Adviser