At Liberation we believe in doing business differently.
Our vision is a world in which smallholder farmers can enjoy secure and sustainable livelihoods, fulfil their potential and decide on their future. Liberation is part owned by the farmers of the nuts you buy: over 22,000 smallholder producers from co-operatives in Asia, Africa and Latin America own a collective share of 42% of the company. This gives them a real force in the market, moving them higher up the supply chain, maximising their returns and therefore offering a more secure future for them and their families whilst offering you, the consumer, high quality, nutritious and delicious nut snacks.
In short, we want to help people trade their way out of poverty and bring about positive change in an unfair trading system while enjoying what they eat – we want to change the world one nut at a time!
Nutty facts about supply chains
The traditional supply chain
In a traditional nut supply chain you have a farmer or farmers’ co-operative which sells goods to the middleman, who sells them to a local exporter, who sells them to an importer in Europe, who then sells them to the retailer.
Everyone along the way demands some margins that affect the price you pay for the finished product which does not take into account the real cost of production and living expenses of the farmers.
The fair trade supply chain
The fair trade supply chain replaces the middleman and the exporter with a farmers’ co-operative who then sells their goods directly to an importer in Europe, who sells on to the retailer. As you can see by shortening the supply chain more profit stays with the farmers since there are less margins to be paid, as well as all the knowledge from exporting their own products.
The Liberation supply chain
Liberation takes fair trade to the next stage bringing producers right up the supply chain replacing the last link, the importer, through a farmer- owned brand, which empowers smallholder producers by involving them in ALL decisions taken and maximising THEIR profits. Through Liberation’s supply chain farmers sell DIRECTLY to the retailers in Europe.
