SoCap08 Entrepreneur Profiles: Edouard Rollet and Alter Eco

Is Fair Trade a high-potential high-growth industry? Eduoard Rollet and Alter Eco certainly think so. The company started in 1999 in France, seeking to challenge the growing inequality in the world by providing more socially equitable fair trade options for many daily items including not only coffee but a variety of house hold items. Having climbed to almost $30 million dollars in annual revenue based around more than 100 products sold in Europe, Alter Eco sees the US market as the next frontier.

One of the interesting things about speaking with Eduard Rollet, co-founder and COO of Alter Eco is hearing how seamlessly the company’s social and economic missions blend in their operations. Like many organizations with a focus on sustainable social impact, Alter Eco recognizes that, while ‘fair trade’ is a brand element, the company will or won’t be successful based on the quality of the product and the overall experience for the consumer. Even if it means higher overhead, the company sees capacity enhancement and support for their producers from around the world as integral to the quality of the chocolates, rice and other goods they sell. Of course, the economic decision to invest in the talent, skills, infrastructure and opportunities of small farmers, craftsmen and co-operatives has broad ranging social impact that extends far beyond simply Alter Eco’s brand.

If there’s a major issue that Alter Eco and similar companies face, its retail adoption. While the generally supportive media coverage in Europe has helped the company grow its presence there, Rollet thinks that it will take more than just media to reach the tipping point in the US. One of the key steps is retailers willing to stock fair trade alternatives. While stores such as Whole Foods and Wegmans have been early adopters, he believes that retailers need to get more serious about helping to cultivate markets. As he says “the best billboard is having your product on the shelf.”