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New Model Organisation
RECOCARNO is developing a new model of entrepreneurship and empowerment through locally organised control of assets and decision-making and building access to the resources and markets necessary to ensure their success. RECOCARNO will measure its success not only in terms of profitability but also its progress in the empowerment and social development of its farmers and their families. RECOCARNO is building upon Fairtrade principles of democracy, participatory and transparent cooperative structures.

The producers define the new entity as a “Biznis Solidè” (solidarity business) or a business wholly owned and managed by cooperatives. The producers will be the shareholders and decision-makers of the enterprise. One that is responsible and accountable to the cooperatives, its members and communities that they represent. A solidarity business fuses social and business ideals to empower cooperatives, ensure better access to resources, knowledge and markets at the local, national and international levels.

 

The Approach
RECOCARNO's strategic development involves 3 key aspects:

MARKETING
Expand marketing opportunities within the growing gourmet, Fairtrade and organic markets of Europe, North America and Japan. Product development and marketing strategy is built on quality. By 2006 RECOCARNO annual exports are expected to reach an average of 10 containers per year. An aggressive pricing policy, consistently offering up to 4 gourdes per marmite (roughly $0.10) more than local competitors, has created strong producer loyalty to RECOCARNO.
PRODUCTION
Increase production capacity. New coffee and shade trees have been planted in addition to regeneration of older trees. RECOCARNO is replacing traditional dry processing methods with a wet process that produces higher quality washed coffee. There is great potential to improve cup quality.
ORGANIZATIONAL STRENGTHENING
Strengthen the cooperatives of RECOCARNO through improved management systems, accountability, democracy and transparency. Consolidate the network of cooperatives to progressively assume greater autonomy from support agencies. Reinforce decentralised structures and invest more in local skills and resources. The cooperatives become more involved and responsive to their communities.
 
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