LINEN SWOT. M.E. BELZUNG General Secretary CELC

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1 LINEN SWOT M.E. BELZUNG General Secretary CELC

2 CELC POSITIONS MISSIONS

3 STATUTES CELC ASSOCIATION ARTICLE 2.1 OBJECTIVE The associa>on aims to: Ensure at European level, not only in member countries of the European Union but also in other European countries, a permanent link between the various branches of flax and hemp professional ac>vi>es and the different individual operators; Represent the various branches of flax and hemp professional ac>vi>es with community or non- community public authori>es, except with regard to promo>on ac>vi>es of said branches of ac>vity assumed exclusively by the company "CELC Masters of Linen", the promo>onal affiliate; Provide members with the informa>on necessary to facilitate decision- making. STATUTS SAS CELC MASTERS OF LINEN = PROMOTION AFFILIATE ARTICLE 3 OBJECTIVE The company's aims cover: All elements encompassed by the "public rela>ons" program; All studies or surveys, all advisory and consulta>on services, all prin>ng, publishing and distribu>on of documents, all promo>on and publicity, all corporate, financial, economic or fiscal ac>vity pertaining to businesses in the tex>le industry or related or complementary industries. And, generally, all transferable and non- transferable, commercial and financial opera>ons rela>ng directly or indirectly to the corporate objec>ve, namely the buying and selling of flax- based products.

4 ABOUT CELC The European Confedera>on of Flax and Hemp (CELC) is the only European agro- industrial organiza>on federa>ng all the stages of produc>on and transforma>on for linen & hemp. It is the privileged spokesperson for 10,000 European companies and oversees the fiber s development from plant to finished product. Founded in 1951, the CELC is a source of pioneering thought, economic analysis, industry consulta>on and strategic direc>on With its "CELC MASTERS OF LINEN" promo>onal plaborm, the confedera>on creates an ideal compe>>ve environment for industry companies. Its ac>ons, inscribed in an interna>onal context, s>mulate innova>on and rely on the value of these natural fibers with their proven environmental quali>es. Through its Tex>le Pole it assures the promo>on of the European industry in the areas of fashion and art of living. With the crea>on of its Technical Pole and the European Scien>fic Commidee, the CELC is helping its members move towards the future to discover new technical opportuni>es such as eco- construc>on and high- performing composite products.

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6 WHAT IS SWOT? The SWOT model or the informaion presented for decision- making. The term SWOT employed in the expression SWOT analysis or SWOT model is an acronym derived from Strengths, Weaknesses, Opportuni.es, Threats.

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8 STRENGTHS WEAKNESSES A EUROPEAN EXCEPTION A COMMITTED AGRICULTURE A SHARED STRATEGY AND COMMON TOOLS AN ATTRACTIVE INDUSTRY VIS- À- VIS EXTERNAL TARGETS A MARGINAL FIBRE STRUCTURAL REQUIREMENTS DEPENDENCIES? OPPORTUNITIES THREATS AN ADAPTABLE FIBRE: EXPANDING FLAX COMPETITION MULTIPLE TARGETS SOCIETY CONSUMER EXPECTATIONS MEDIA CLUB MASTERS OF LINEN EASED GLOBALIZATION REGIONALIZATION PROMOTION DIVERGING INTERESTS EUROPEAN FLAX TECHNICAL APPLICATIONS: QUID? GLOBALIZATION

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10 STRENGHTS A EUROPEAN EXCEPTION COMMITTED AGRICULTURE SHARED STRATEGY AND COMMON TOOLS AN ATTRACTIVE INDUSTRY VIS- À- VIS EXTERNAL TARGETS

11 A EUROPEAN EXCEPTION A COMMITTED AGRICULTURE A crea>ve and innova>ve fibre An iden>fied and singular fibre A fibre capable of being showcased in each cram/ industry Locomo>ve businesses at every step along the chain The symbol of green modernity and of agriculture boas>ng innova>on- rich momentum Upstream agriculture, financial incen>ve The European Flax Charter: engaging an industry around a core of common values An industry organized along a full chain of values A SHARED STRATEGY AND COMMON TOOLS 2 goals: innova>on and sustainable development - a process of Open Innova>on AN ATTRACTIVE INDUSTRY VIS- A- VIS EXTERNAL TARGETS A self- financed industry Growth through Innova>on & Geographic Development Visibility and reassurance for professionals and consumers alike Club Masters of Linen European Flax Observatoire des Fibres Libériennes (Bast Fibre Authority) Ability to raise public funding An industry capable of external federa>on A mobilized and mobilizable network (by topic and by country) CELC = Facilitator from the collec>ve to the individual A commercial tex>le reality BE LINEN programme = accelerator and professionalisa>on

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13 WEAKNESSES MARGINAL FIBRE STRUCTURAL REQUIREMENTS DEPENDENCIES

14 A MARGINAL FIBRE STRUCTURAL REQUIREMENTS Discrepancy is size and importance of the associa>ons Declining inter- industry communica>on (associa>ons stalling) A mul>faceted fibre: necessity of communica>ng more by sector, trade, applica>on A weakened European downstream (businesses of cri>cal size) Seasonality - 1% of tex>les in the world = small fry Limited resources, human & financial è a limited promo>on budget DEPENDENCIES Changes in the price of materials A commercial reality s>ll low in volumes in the technical field A 90% tex>le industry à 0 reflec>on over long- term industry progress A lack of reliable economic indicators CELC: an organisa>on with a fragile ecosystem No European lobbying that will link "supply control + aid + promo>on" Dependency vis- à- vis China / transforma>on zones - China all- powerful No collec>ve strategy vis- à- vis new zones of consump>on (China, India, etc.) Difficulty in understanding the role played by CELC Difficult measuring the quan>ta>ve effects of promo>on

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16 OPPORTUNITES A ADAPTABLE FIBRE: EXPENDING FLAX MULTIPLE TARGETS SOCIETY CONSUMER EXPECTATIONS EASED GLOBALIZATION REGIONALIzATION PROMOTION

17 AN ADAPTABLE FIBRE: EXPENDING OUR MARKETS A fibre that has begun to overcome its previous banalisa>on A fibre with youth appeal An enlarged scope for crea>vity and savoir- faire, an adaptable linen freeing itself of seasonali>es Innova>on, mul>- uses Increasing the poten>al of linen MULTIPLE TARGETS Tex>les with technical proper>es CELC adracts media aden>on over the long term: TV, radio, print, Web 2.0 Media interest in innova>ve solu>ons General public target, seeking informa>on (traceability industries) An industrial interest in natural fibres Capacity to seduce Ambassadors SOCIETY CONSUMER EXPECTATIONS EASED GLOBALIZATION REGIONALIZATION A niche fibre, 100% Made in Europe, jobs (skilled) Local supply An industry embodied by men and women, which can be individually mobilized Industry size and geographic concentra>on: and organized industry capable of mobiliza>on Toward geographic growth and new non- European internal markets: Asia, Eastern bloc CELC becoming a reference for global devient un référent au cœur du disposi>f mondial Europe remains the leader in shaping global tex>le trends and uses Regulatory pressure: for eco- design and bio- sourced products in producing the industry shapers of tomorrow Sustainable development and societal expecta>ons: brands and consumers

18 PROMOTION Dedicated structure : Human and financial resources Club Masters of Linen European Flax Possibility of applying on a BE LINEN 2 Individual companies + CELC A stronger whole

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20 THREATS COMPETITION MEDIAS CLUB MASTERS OF LINEN DIVERGING INTERESTS EUROPEAN FLAX TECHNICAL APPLICATION: QUID? GLOBALIZATION

21 COMPETITION MEDIA Without a united European tex>le industry, there cannot be a strong global industry Compe>>on with other agricultural products Compe>>on with other, cheaper natural fibres Media outlets taking shortcuts The no>on of vewng the final proof doesnt exist Internal criteria for iden>fica>on and localiza>on of of our exper>se is of interest only to us Compe>>on with other fibre promo>onal programmes à Campaign for Wool Other fibres are surfing on other fibre promo>on benefits Risk of press satura>on Exaggera>on Effect: An adrac>ve industry that can seem more powerful than it is in reality CLUB MASTERS OF LINEN DIVERGING INTERESTS What are the B2B and B2C strategies? According to transforma>on stage Reaching a cri>cal size According to country Organic linen: risk of confusion and mixed messages

22 EUROPEAN FLAX TECHNICAL OPPORTUNITIES: QUID? What resources are necessary for a global brand? What ambi>ons? Which non- European partners? Different approaches: individual/collec>ve A vision/thinking for medium & long term Quantita>ve: assured supply and price Qualita>ve: consistency in proper>es GLOBALIZATION Parity / US$ Powerful and opportunis>c China Low- cost globaliza>on

23 STRENGTHS WEAKNESSES A EUROPEAN EXCEPTION A COMMITTED AGRICULTURE A SHARED STRATEGY AND COMMON TOOLS AN ATTRACTIVE INDUSTRY VIS- À- VIS EXTERNAL TARGETS A MARGINAL FIBRE STRUCTURAL REQUIREMENTS DEPENDENCIES? OPPORTUNITIES THREATS AN ADAPTABLE FIBRE: EXPANDING FLAX COMPETITION MULTIPLE TARGETS SOCIETY CONSUMER EXPECTATIONS MEDIA CLUB MASTERS OF LINEN EASED GLOBALIZATION REGIONALIZATION PROMOTION DIVERGING INTERESTS EUROPEAN FLAX TECHNICAL APPLICATIONS: QUID? GLOBALIZATION

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