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Fairtrade chocolate update
Last year I undertook research into the ethical standards of chocolate companies Nestle, Mars & Cadbury. Since then Cadbury has gained Fairtrade certification for one of its top products - Cadbury Dairy Milk.
What great news! Through this single move, Cadbury has tripled the sales of cocoa under Fairtrade terms for cocoa farmers in Ghana (1). In addition it has brought Fairtrade onto the shelves of every grocery shop, newsagents and petrol station around the country - for who doesn’t stock Dairy Milk? No longer is Fairtrade a speciality only carried by some shops. No longer can it be considered too expensive to buy Fairtrade - Cadbury has gained this certification for its flagship product without needing to raise the price. It is a landmark step, which should lead to other mainstream chocolate producers to joining in if they don’t want to give Cadbury a competitive edge.
And excitingly Cadbury have stated that this is ‘just the start’. 300 million bars of Cadbury Dairy Milk are sold every year - the company could have started with a less popular bar - and who knows they could have several certified as Fairtrade by now. Instead they started with their most popular - a brave move and one which I hope will be recognised for what it is achieving.
All of which makes me very happy. But I will be honest, and say a large part of what makes me happy is I can now buy Cadbury without feeling guilty. A little pleasure has been restored to me. Thanks Cadbury, and well done!
Nothing to do with Cricket - NADA - ZILCH - Just enjoy it!
via adweek.blogs.com
AdFreak: Cadbury and Ghana celebrate Fairtrade pact
AdFreak: Cadbury and Ghana celebrate Fairtrade pact
via adweek.blogs.com
Cadbury and Ghana celebrate Fairtrade pact
If you think the drumming gorilla or dancing-eyebrows kids got big heads from starring in Cadbury ads, check out the oversized star of "Zingolo," this new Cadbury video, shot in Ghana. The song is the first single off an album from the firm's Glass and a Half Full Productions celebrating African music and culture, while touting the U.K. confectioner's switch to Fairtrade cocoa. (Cadbury will pay a guaranteed minimum price for Ghanaian cocoa under a £45 million initiative over 10 years.) The song is infectious, and we'll assume Cadbury doesn't really use exploding, psychedelic cocoa beans in its chocolate bars (though it would explain why I feel high after a few bites). Best of all, there's no Phil Collins on the soundtrack.
—Posted by David Gianatasio
twitter study #1: cadbury wakes up, says sorry, gets tweeting
A while back, Cadbury NZ ran into trouble with Kiwi consumers not happy with the confectioner replacing cocoa-butter with palm oil. At first, Cadbury maintained that its palm oil was environmentally responsible, and consumers shouldn't worry about homeless orangutans. Kiwi consumers didn't buy that story, and soon there was a consumer-led ban of Cadbury products.
Last week, Cadbury bowed to public pressure and switched back to cocoa-butter. In a statement to press, Cadbury's Managing Director acknowledged the f-up and said sorry:
[W]e got it wrong. Now we’re putting things right as soon as we possibly can, and hope Kiwis will forgive us. Cadbury Dairy Milk's quality is what’s made it one of New Zealand's most trusted brands for many years. Changing the recipe put that trust at risk and I am really sorry.
This was a serious wake-up call for one of NZ's most trusted brands: your customers will turn on you in a flash if they think you are not listening.
The mega-brand has learned from the experience and jumped on to Twitter. There's apparently a real person there, tweeting answers to questions and keeping an eye out for mentions of the brand in the Twitterverse. Shortly after posting a link to a news item mentioning Cadbury, I received a notification that @cadbury_aunz is now following me.
Too little too late? Never. This is a great example of how companies --- particularly those with consumer brands --- can use new media tools like Twitter to repair damage. I have no doubt that Cadbury will be back in Kiwis' hearts before too long.
