Thursday, December 22, 2016

Cadbury Replaces The Fairtrade Label

Cadbury and Fairtrade announced on November 17, 2016 a new global partnership between Cocoa Life and Fairtrade to support the roll out of Cocoa Life to Cadbury brands. Now certified through the Fairtrade program, Cadbury Dairy Milk chocolate available in UK, Australia, Canada, New Zealand and South Africa will maintain that certification through 2017. In 2018, the Dairy Milk packaging will carry the Cocoa Life logo on the frontThe Fairtrade logo will then be transferred to the back of the products' packaging as a “partner” on the ground that Fairtrade will continue to monitor the company's work.  

Fairtrade International has welcomed the move because "Fairtrade, the world’s largest and most recognised fair trade system, will become a partner for the whole Cocoa Life programme". FLOCERT, which also works as Fairtrade’s independent assurance and certification body, will continue to independently verify the supply chain of Cocoa Life as the programme grows. The new partnership will be indicated on the back of pack. 

Mondelez’s Cocoa Life scheme does not have a specific minimum price. But Mike Gidney, chief executive of the Fairtrade Foundation, said: “We will be holding Cadbury to the agreement that the financial package is at least as good as the farmers would get for Fairtrade." And the Fairtrade certification stipulates that cocoa farmers earn a minimum of $ 2,000/tonne.

Meanwile critics described the move as the great “Cadbury’s fudge” (The Telegraph) that may put the Fairtrade scheme at risk.  Consumers can be confused with mixed messages. Nestle and Barry Callebaut also have their own schemes, Cocoa Plan and Cocoa Horizons. “If every company has their own mark it will be extremely difficult for consumers to determine which mark represents the best, independently verified standard,” said Anna Taylor OBE, executive director of the Food Foundation think-tank to The Independent.

After contacting Fairtrade Belgium, it appears that the partnership initiated by the Fairtrade Foundation in the United Kingdom concerns only Cadbury products sold mainly in Anglo-Saxon countries. It will therefore have no impact on the Belgian market. Each market has its own dynamic and Fairtrade Belgium does not consider it appropriate for the moment to use the Fairtrade logo on packaging to communicate this type of partnership. This could in fact create confusion among the Belgian consumer.

More info:

- As Mondelez axes logo from Cadbury products is Fairtradefinished? (The Grocer)

Cadbury withdraws from Fairtrade chocolate scheme but keeps logo on packaging (The Independent)

Cadbury Replaces The Fairtrade Logo With Its Own ‘Cocoa Life’ Designation (On Breaking)

-  Cadbury accused of fudge as it pulls out of Fairtrade (The Telegraph)

Cocoa Life Sustainability Programme Expands to Cover Cadbury Chocolate Through New Partnership With Fairtrade (Fairtrade International)

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