Fair by Easter
Home » Blog » Sarah Heeringa » Fair by EasterCadbury New Zealand is putting things right over its recent palm oil PR disaster. Now they’re going one step further, with a pledge to deliver the same taste and same cost, but with extra ethics.
Public opinion matters. Really!
Cadbury New Zealand ran seriously amok recently when it repackaged its 250-gram bars into similar looking 200-gram bars. Things went from bad to worse when word got out that the company had started using palm oil in its new recipe—a controversial commodity associated with the destruction of rainforests and the threatened extinction of orangutans.
Facebook, Twitter, hundreds of letters and emails, outraged blogs left right and centre … the uproar was impressive. And it worked!
After weeks of obfuscation, Cadbury eventually listened and responded—announcing that they’d got it wrong, that they were sorry and that they’d drop the palm oil from their recipe. Well done Cadbury!
Now they’re going one step futher, with today’s announcement by Cadbury New Zealand and Fairtrade Labelling Australia & New Zealand of plans for Cadbury Dairy Milk to achieve Fairtrade certification by Easter 2010. (Cadbury chocolate in the UK is already Fairtrade-certified.)
This is great news and it means more cocoa farmers and communities can look forward to a better and brighter future.
Like the managing director of Cadbury New Zealand Matthew Oldhamt says, it's "Cadbury Dairy Milk with the same taste, same cost, but extra ethics”.
The press release explains more …
This move will more than triple the amount of Fairtrade product sold throughout New Zealand and is part of Cadbury’s ongoing global commitment to Fairtrade. Fairtrade is a unique, independent system providing farmers with the security of fair minimum prices for their produce and additional investment for social, environmental and economic development in their communities. Fairtrade Executive Director Steve Knapp said Cadbury’s commitment to using Fairtrade Certified cocoa was a landmark step from a local, market-leading chocolate manufacturer.
“Cadbury’s commitment to Fairtrade is life-changing news for cocoa farmers who will be able to sell more of their cocoa as Fairtrade, helping to improve living standards and create a better future for their families and communities,” Mr Knapp said. “Fairtrade Certification enables Kiwis who buy Cadbury Dairy Milk to make a real difference for cocoa farmers with every purchase.
“This announcement sets a new standard for the mainstream chocolate industry in New Zealand and will open up new Fairtrade opportunities for cocoa farmers in our corner of the world,” he said.
Managing Director of Cadbury New Zealand Matthew Oldham said Cadbury’s commitment to use Fairtrade Certified cocoa made it the first major chocolate manufacturer in New Zealand to make the change.
“Cadbury is incredibly proud to bring Fairtrade Certified Cadbury Dairy Milk, our signature block, to Kiwi consumers by purchasing Fairtrade Certified cocoa” Mr Oldham said.
“Cadbury has a long tradition of being pioneers in sustainable chocolate production and sourcing Fairtrade Certified cocoa is another example of this commitment.
“I’m also incredibly proud that by making this change, we are effectively making Fairtrade Certified Cadbury Dairy Milk chocolate available in every part of New Zealand at no extra cost to our customers. It’s Cadbury Dairy Milk with the same taste, same cost, but extra ethics,” he said
Fairtrade Certification of Cadbury Dairy Milk means Fairtrade and its international partner certification body, FLO-Cert, will independently monitor and audit the supply chain to ensure it meets internationally agreed Fairtrade standards.
Wed August 26, 2009 @ 01:35 PM
