What is Brighter Futures? Brighter Futures is a new business concept established to develop mutually beneficial relationships between producers in economically disadvantaged countries and western customers. At our launch event in the Gambia on 2nd November 2004, the Secretary of State for Tourism and Culture, Susan Waffa Ogoo described Brighter Futures as a "Trail blazing venture which will contribute to a large extent to the Government's poverty alleviation strategy".
This relationship is based on trade and not aid. We work with local producers to gain fair prices for their goods and to sell these goods in new ways to consumers through retailers and suppliers. Goods are both acquired at and sold at fair prices so that both the supplier and customer get a fair deal. Our business does not depend upon customers paying a fair trade premium, but upon providing quality goods at equivalent prices to other brands produced in different ways.
Brighter Futures carvings being made by the Association of Gambian Sculptures
Who Manages Brighter Futures?
The Chairman and founder of Brighter Futures is Dick Sisman. Dick was the founder of Green Flag International. He is currently Managing Director of Dick Sisman & Associates Ltd and Responsible Tourism Adviser to the Association of Independent Tour Operators (AITO). Dick is also a member of the World Commission for Protected Areas. Dick has experience of developing sustainable development policies and programmes in over 40 different countries.
In the UK all development and marketing functions are managed by Simon Hesketh. Simon has worked with many major retailers and is experienced in both the development of brands and in creating new business opportunities.Brighter Futures programme in the Gambia is managed by Adama Bah. Adama is Chairman of the Association of Small Scale Tourism Enterprises (ASSET) and the executive secretary of Gambia Tourism Concern. He is manager of the Responsible Tourism Partnership in the Gambia, and has extensive national and international experience in the development of sustainable development programmes.
In Sri Lanka, the Brighter Futures manager is Wilja Witcombe. Wilja is a dynamic and experienced marketing expert who has developed a number of new and innovative goods and services for Brighter Futures.
Is Brighter Futures a Charity? No. Brighter Futures operates to a business plan and model. It is intended to be run as a profitable business to recover investment and to allow development and expansion. Brighter Futures has not received and will not seek any institutional or Government funding. All costs are being met by investors. Brighter Futures is intended to be a business with 'heart' and will only work with producers who are economically disadvantaged and or socially vulnerable. We do however recognize that in a very competitive market place we have to produce products that customers will want at a price they will pay. This is the basis of trade not aid.
We believe that we can achieve this by bringing together modern sales techniques, good marketing and good quality control with the rich vibrancy and unique skills and materials available from traditional artisans and producers. All of our producers and our supporters in destinations tell us that they welcome our attitude to ensure that our customer promise to provide fairness to them and quality to our customers is exactly what they want. They do not wish to be seen as 'charity cases' and want to trade with pride and dignity.
Brighter Futures sells a wide range of goods including: handwoven items, musical instruments, bags, carvings and jewellery
How will the model work? The business model has three distinct parts. We help to create and establish a partnership with an association of small scale producers based in the country of origin of the source of product supply. Our local managers source goods from local suppliers, ensure quality and health and safety control, enter into contracts with suppliers and pay them for their goods.
In the Gambia, Brighter Futures acquires and sell goods from members of the Association of Small Scale Enterprises in Tourism (ASSET) which represents many thousands of local artisans and small scale family based businesses. We work closely with ASSET to help develop local markets and prepare items for international dispatch. We commenced a similar programme in Sri Lanka in early 2005.
We have developed an international distribution network with a web based shop showing products for sale and information. This network is operated by Dick Sisman & Associates Ltd. We are also in discussion with major retailers and other potential outlets to allow them to sell Brighter Futures products.
In each country of distribution there will be an appointed agent or agents to handle sales in that country. In the UK this will be Brighter Futures (UK) Ltd. Other distributors will be appointed from time to time.
Is Brighter Futures "fair trade"?
Brighter Futures is not a member of the Fair Trade Foundation although we fully support its aims and objectives. The fair trade label is based upon units of production far larger and far more organised than those with which we work. It would simply not be possible for the fair trade labelling association to visit and independently assess the many hundreds of small scale local businesses with whom we work. Nor would these businesses be able to pay the necessary fees for inspection.
Brighter Futures supports and works with individuals, families and small community based groups and we see our work as complementing that of the Fair Trade Foundation and not competing with it. We do make very similar promises to our suppliers and to our consumers.
Why should I support Brighter Futures? If you have an interest in buying goods traded on the basis of trade not aid then Brighter Futures should be one of your programmes of choice. All products bought and sold by Brighter Futures will be acquired directly from local producers within economically disadvantaged countries and our terms of trading are such that we will provide a significant improvement in the income of some of the most socially vulnerable people in the world.
What do you mean by helping local producers? One of the main problems for people with skills in economically disadvantaged countries is that they are often living on subsistence levels. This means that they cannot trade in the developed countries way by delivering goods, invoicing and waiting for payment. Often income from sales does not go to replenish stocks but to buy food to feed an extended family. Brighter Futures not only pays fair prices for goods but pays cash in local currencies for products on delivery and in some cases we even pay money to suppliers to buy the materials they need to make their products. In this way anyone with a skill can produce goods for the Brighter Futures range.
What sort of products will Brighter Futures sell?
One of the main problems for people with skills in economically disadvantaged countries is that they are often living on subsistence levels. This means that they cannot trade in the developed countries way by delivering goods, invoicing and waiting for payment. Often income from sales does not go to replenish stocks but to buy food to feed an extended family. Brighter Futures not only pays fair prices for goods but pays cash in local currencies for products on delivery and in some cases we even pay money to suppliers to buy the materials they need to make their products. In this way anyone with a skill can produce goods for the Brighter Futures range.
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Brighter Futures goods on sale in the Gambia |
This is not an exhaustive list and we will add to it over time. We also offer a bespoke service for carvings. The real key to Brighter Futures is that we have access to an extensive skill base and can match the skills of our producers to the needs of the market place.
You say that Brighter Futures will support local producers can you give examples?
Not only will Brighter Futures help to improve the economic wellbeing of disadvantaged people, we will also contribute to the social welfare of some very vulnerable people. Here are some examples.
In the Gambia we work with the Kololi Women's skills centre which was founded to help to train young, vulnerable women in skills which they can use to support themselves. We are already working with this centre to develop a range of beachwear and towels in tie and dye and other material.
Staff and Students from the Kololi Skills Centre
We buy some of the contents of our gift baskets including body polish and loofas from the Faraja Hairdressing and Beauty Therapy skill centre which was established to give school drop outs a chance to earn a living. We also help this skill centre to develop other skills and services.
Although we will not sell locally made food we will particularly seek to work with producers in rural areas by buying products like beeswax and sesame soap produced by members of the Beekeeping Association in the Gambia and the Agricultural Women Farmers Association. This association provides training and support for rural women.
All of these producers in the Gambia are members of the Association of Small Scale Enterprises in Tourism (ASSET), the leading pro poor charity in the Gambia. We will work closely and exclusively with ASSET in the Gambia to ensure that all of the goods we buy produce benefits for local people.
In Sri Lanka we work especially closely with producers who have been affected by both the tsunami and other issues which have seriously impacted on their markets. Through our links with the National Crafts Council and others we have helped to establish a recovery programme to enable many who have very few resources to make goods for us.
As we develop Brighter Futures in other countries we will always seek to help the most economically disadvantaged and socially vulnerable through the development of skills and trade not aid in which we provide long term support.
Who do you sell to? Our target audience is in two parts. Firstly to the tourist market within the countries where we have programmes. We are aware that many tourists are sensitized to the differences in economic and social wellbeing between themselves and those in the destinations they visit. There is a real demand to buy memories and mementos often thwarted by the problem in carrying goods back in overloaded suitcases or simply because local producers cannot accept credit cards or "plastic" payments. We believe that many tourists will support our programme.
We also sell to others who support fairly traded programmes as a conscious lifestyle choice. We do not make a cachet out of fair trade and we do not increase our prices or profitability out of people's sense of conscience or duty. We will always strive to ensure that our goods provide the best possible income for the producer but also the best possible value for the customer. This service is provided by selected retailers and other sales outlets.
How do you sell your products? We sell our products in a number of different ways. Firstly we have our own outlets in the countries in which our products are made. In the Gambia one of these is the Village Gallery in Kololi where we have a wide range of products for sale to tourists. We have already agreed some other retail opportunities with hotel shops and other outlets in tourist areas.
We also showcase our products on our online brochure and seek to ensure that they are available are in selected retail outlets in the UK.
We are also planning to extend sales within the EU and elsewhere in the world.
How can I support Brighter Futures? There are a number of ways to support the initiative. Firstly if you run a travel or tourism related business or interested individual you can become a patrons or friend of Brighter Future. In return we ask that friends and patrons promote the products amongst their staff, friends and customers. We are particularly keen to see references in travel brochures, ticket wallets and newsletters sent to customers.
If you are a retailer, own a boutique or a shop or are in any way involved or interested in selling goods which help to support economically disadvantaged producers then please contact us at info@brighterfutures.biz.How do I find out more or express my interest? In the first instance requests for further information or expressions of interest should be sent by email to info@brighterfutures.biz.