UK first as Cadbury Dairy Milk takes Fairtrade mainstream

Tuesday, 28 July 2009

Cadbury Dairy Milk has launched its new Fairtrade-certified chocolate bars, becoming the first mass market chocolate to gain certification from the Fairtrade Foundation. The independent FAIRTRADE Mark appears prominently on the new packaging. Cadbury has committed to offering the new Fairtrade bar at no extra cost, and with no change to the taste. Trevor Bond, MD of Cadbury Britain and Ireland said:, “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, said: “This is a real milestone for Fairtrade and for cocoa growers in Ghana. Cadbury Dairy Milk will create a step change in awareness of Fairtrade in the UK, whilst in Ghana, it could potentially transform the lives and opportunities for thousands of people in cocoa growing communities..” Cadbury Dairy Milk Fairtrade is part of Cadbury’s broader commitment to develop a sustainable business strategy to empower farmers to invest in their land and their communities. Through the Cadbury Cocoa Partnership (CCP), Cadbury is investing £45 million over the next ten years to secure sustainable cocoa farming in Ghana, India, Indonesia and the Caribbean where the cocoa farming industry is facing increasing challenges.