Study suggests shoppers may be ready to pay more for Fairtrade
New research suggests almost half the population is willing to pay more for chocolate if it helps to keep the cocoa coming. The study, commissioned by Divine Chocolate, was partly prompted by reports warning of a cocoa shortfall from 2020.
Divine’s marketing director, Charlotte Green, commented: “At Divine we have a real love for chocolate, so this was our opportunity to see if people share that love and all the emotions it inspires. We also wanted to take a closer look at what people would do to ensure it never ran out.”
Only 26% of respondents had heard about the cocoa shortages, but presented with the possibility that chocolate could run out, 63% expressed sadness and most felt there were things they, companies and retailers could do to tackle potential shortages of cocoa. 67% said they should “pay cocoa farmers more for their cocoa”, while 47% said they were willing to pay over 10p more on a £1 bar of chocolate “if it guaranteed that farmers would be paid enough money to keep producing cocoa”.
• The first Mars Bars to feature Fairtrade-certified cocoa are now rolling out of the factory and into shops.
After taking Maltesers Fairtrade in 2012, Mars Chocolate UK has extended its commitment to sustainable sourcing, to become the first UK company to commit to Fairtrade’s new Cocoa Sourcing Program.
The Fairtrade Cocoa Program aims to deliver more opportunities for cocoa farmers to sell on Fairtrade terms and connect them with businesses that actively support efforts to improve farmer livelihoods.
Michael Gidney, chief executive of the Fairtrade Foundation, said: “We’re delighted that Mars, one our most iconic chocolate bars, is the first to join Fairtrade’s Cocoa Program in the UK, and that this will benefit some of the most vulnerable small-scale farming communities in Cote d’Ivoire.”
• With the festive season on the horizon, ‘fair for life’ Madagascan chocolate firm Madécasse has expanded its range with the addition of two new dark chocolate Christmas bars – Hazelnut & Cinnamon and Orange & Cranberry.