Cadbury Goes Fairtrade

Cadbury Dairy Milk has become the first mass market chocolate to gain certification from the Fairtrade Foundation.

The independent Fairtrade mark appears on the packaging of the new product sold in the UK.

Cadbury say the bars are proof of the company’s commitment, and the Fairtrade Foundation’s commitment, to secure the economic and environmental sustainability of cocoa farming communities in Ghana.

Cadbury is looking to build on its Cadbury Cocoa Partnership, which was launched back in 2008, and the company claim the new Fairtrade bar is being offered at no extra cost. This is an important factor as research carried out by the Fairtrade Foundation revealed that the two biggest barriers to increased purchase of Fairtrade products in the UK are lack of availability or visibility in-store and perceptions of price.

However, some consumers claim Cadbury raised the price of the chocolate bar earlier this year in anticipation of the Fairtrade launch.

Trevor Bond, managing director of Cadbury Britain and Ireland says: “Having announced our intention to achieve Fairtrade certification for our flagship brand, Cadbury Dairy Milk, only a few months ago, it is exciting that these bars are now rolling off the production lines in Bournville.

“This creates a tipping point for Fairtrade with Fairtrade Cadbury Dairy Milk bars available to all, with the same great taste and at no extra cost. I’ve seen the new bars and I feel enormous pride that we are the first mainstream confectionery product in the UK to display the Fairtrade Mark.

“Fairtrade Cadbury Dairy Milk is the start of a new dawn for Fairtrade and for Cadbury. We will continue to work together to explore what else is possible with other brands and in other markets.”

Harriet Lamb, executive director of the Fairtrade Foundation, says: “This is a real milestone for Fairtrade and for cocoa growers in Ghana. Cadbury Dairy Milk will create a steep change in awareness of Fairtrade here in the UK, whilst in Ghana, it could potentially transform the lives and opportunities for thousands of people in cocoa growing communities.

“From today, lovers of Cadbury Dairy Milk will be able to make their purchase in the knowledge that they are supporting a brighter future for very small scale cocoa farmers, their families and their villages.”

The move by Cadbury will triple the amount of cocoa sold under Fairtrade terms in Ghana from approximately 5,000 to 15,000 tonnes.

The new packaging for the Fairtrade Cadbury Dairy Milk bars will also contain the London 2012 Olympics logo, to reflect Cadbury’s sponsorship of the Games.

Cadbury recently reported that its chocolate had seen ten per cent growth in the first half of 2009 with strong market share gains in the UK.