• Susan Brunner
PR manager, Cadbury South Africa
+27 11 253 4232 or +27 83 779 6803
For the first time ever, South Africans will be able to indulge their love of chocolate, and at the same time know that they are helping small-scale farmers and communities to improve their living conditions.
Global food manufacturer Cadbury has introduced its Fairtrade-certified Dairy Milk chocolate slabs onto South African shelves.
The launch of the product coincided with the country’s first National Fairtrade Week, which took place from 14-20 November. The success of the inaugural event has convinced the organisers, Fairtrade Label South Africa, to make it an annual campaign.
The availability of Fairtrade chocolate followed an announcement in June 2011 from Kraft Foods South Africa – owner of the Cadbury brand – that Cadbury Dairy Milk had earned Fairtrade certification, becoming the first chocolate slab in South Africa to to do.
Making the announcement, marketing director Mike Middleton expressed the company’s pride in its achievement, and said that the accreditation meant that all cocoa used in the making of the popular confectionery will be sourced from certified Fairtrade producers.
“Now, thousands of West African farmers will receive internationally agreed Fairtrade prices for their product.”
Commitment to fair prices
South African consumers, who snack on 14-million plain chocolate bars every year – that’s over 4 000 every day – should look out for the distinctive blue, black and green Fairtrade logo on packaging.
The Fairtrade label will be carried on Cadbury’s plain Dairy Milk slabs and bars, in the 20g, 35g, 100g, 145g and 200g sizes.
Greg Banach, Kraft Foods South Africa’s category leader for chocolate, stated, “We are proud to be the first major business to achieve Fairtrade certification in this country. It demonstrates our commitment to fair prices and improved living standards for farmers and their communities.”
The Faitrade partnership, he said, will help ensure a sustainable supply of top quality cocoa, and please the country’s millions of chocoholics at the same time.
Importantly, Fairtrade certification will guarantee that Africa’s cocoa producers will receive at least US$2 000 (R16 000), or world market price if this is higher, per ton of cocoa beans.
Producers will also receive $200 R1 600) per ton for a compulsory investment into economic, social or environmental projects that will benefit their communities.
Raising consumer awareness
South Africa’s inaugural National Fairtrade Week aimed to increase consumer awareness around Fairtrade locally. The theme of the accompanying campaign, Taste the Change, encourages all consumers to learn the benefits of Fairtrade and how it is changing the way of doing business in South Africa and in Africa.
The campaign also intends to create a positive change and foster a better understanding between farming communities and the consumers who ultimately eat their products.
Established in 2004, the Fairtrade movement is a non-profit association of 25 member and associate member organisations. Members include South Africa, Australia, Mexico, Switzerland, Ireland and Belgium.
Fairtrade International’s mission is to secure better living and working conditions for the 75-million small-scale farmers and workers in 60 developing countries around the world, while aiming for the sustainable supply of raw materials.