‘We have a long way to go in making the chain more efficient.’

Alec Clement had been working for the fair trade chain of shops ‘De Wereldwinkel’ for many years before setting up a new chain in 2012: ‘WAAR’. All of the products sold by Clement are sustainable and also produced and traded under a fair trade policy.

The main mission of ‘WAAR’ is to fight poverty and to develop social initiatives with a real impact in deprived areas. According to Alec Clement, fair trade boosts the local economy, making it an excellent tool for realising WAAR’s sustainable mission.