Foreign Trade Association announces name change for 2018
The organisation says the name change will correspond with Vision 2030, its strategic plan for the future. The name Amfori is inspired by the amphora, a type of container from the Neolithic Period. It was used by traders to ship staple items worldwide.
FTA says amphora represent early global traders and the idea that "trade is timeless, essential to our past, present and future".
The new brand identity will help shape Vision 2030, a scheme in accord with the UN Agenda for Sustainable Development. It says the scheme will ensure it is the respected voice of global responsible trading.
"Through Vision 2030, we will help our members demonstrate the leading role they have in driving positive impact for the people and planet, while achieving business success. They have the power to shape the world and Amfori will be the partner to make them succeed in this journey," said Christian Ewert, FTA director general.
Vision 2030 will aim to expand the organisations reach globally and improve local influence.
It will also focus on improving FTA's services to its members, and as of January 2018, any company carrying commercial activities will be able to join the network.
FTA says the core mission of the scheme is to "enable organisations to enhance human prosperity, use natural resources responsibly and drive open trade globally".
The scheme will be supported by five objectives which are: to build the organisation to be future fit; support members through insight, expertise and influence; inspire action around the world; grow high-performing people to become the leaders of a sustainable tomorrow; and to contribute to the Sustainable Development Goals and increase human prosperity.
FTA says becoming future fit means for the organisation to ensure members' play an active role and to grow and diversify its membership.
The organisation also announced that as part of the new brand image, by January 2020 the Business Social Compliance Initiative (BSCI) and the Business Environmental Performance Initiative (BEPI) will no longer exist as product names and instead all services will be under the name of Amfori.
The organisation celebrated its 40th year this year.
Posted by Caspar ter Horst,