Cadbury Fairtrade Chocolate
THE NATION'S FAVOURITE CHOCOLATE: NOW FAIRTRADE CERTIFIED™ AND ON SHELF THROUGHOUT AUSTRALIA
Cadbury® Dairy Milk™ milk chocolate, the nation's favourite chocolate in Australia is now Fairtrade Certified™ and on sale throughout the country.
As the number one selling chocolate block in both Australia and New Zealand, Cadbury Dairy Milk becoming Fairtrade Certified™ is expected to increase Fairtrade chocolate sales by up to 20 fold, and double last year's total sales of Fairtrade Certified™ products in Australia.
In Ghana, one of the main countries from where Cadbury globally sources its cocoa beans, 45
thousand farmers and their communities have already benefited from Cadbury's global commitment to
Fairtrade, a figure which is expected to increase to up to one million farmers within the next ten years
through the work of Fairtrade and the Cadbury Cocoa Partnership.
Fairtrade provides farmers with the security of fair and stable prices for their produce and social
premiums for investment in economic and local community development. Fairtrade helps these
communities through trade not aid.
Speaking on this announcement the Executive Director of Fairtrade Labelling ANZ, Steve Knapp, said,
"From today, lovers of Cadbury Dairy Milk milk chocolate will be able to make their purchase in the
knowledge that they are supporting a brighter future for very small scale cocoa farmers, their families
and their villages. This is a real milestone for Fairtrade and for cocoa growers in Ghana. While Fairtrade
Certified™ Cadbury Dairy Milk milk chocolate will create a step-change in awareness of Fairtrade in
Australia, the real impacts will be in Ghana where it will potentially transform the lives and opportunities
for thousands of people in cocoa-growing communities."
"Cadbury is leading the way, listening to consumers and demonstrating that major chocolate
manufacturers can make a real difference by helping to tackle poverty and empowering poor and
disadvantaged cocoa farmers. We actively encourage other manufacturers in Australia and New
Zealand to follow Cadbury's lead"
Aussie Olympic hero, Libby Trickett, has joined forces with Fairtrade and Cadbury and is helping
educate the nation about the benefits of buying Fairtrade Certified™ products. As a Cadbury Fairtrade
ambassador, Libby recently traveled more than 15,000km to Ghana to learn first hand about the
difference Fairtrade Certification™ can make.
Speaking about the trip Libby said:
"Experiencing first hand the difference Fairtrade makes was both inspiring and overwhelming.
Something as simple as having a well built in a village means for the children of that community, instead
of walking for hours every day to collect water, they can go to school. Fairtrade empowers these
communities and for the first time they can plan for a future. Choosing which chocolate to treat yourself
with has a direct impact on these people's lives."
In research released today by Fairtrade Labelling Australia and New Zealand, the Fairtrade movement
in Australia is shown to be growing rapidly with awareness and engagement on the rise for the sixth
year running.
Sales of Fairtrade Certified™ products have risen by 50 per cent with a 30 per cent increase in
Australian businesses now licensed to trade in Fairtrade Certified™ products. This has contributed to
2009 retail sales in Australia exceeding $36 million, up from $23 million in 2008.
Research released by Cadbury shows that three quarters (75 per cent) of Australians polled said they
would buy a product which helped to provide clean drinking water, build schools and buy essential
farming tools for farmers and workers in developing countries. On understanding more about the
positive difference Fairtrade makes, the number of Australians polled who stated they would, or would
consider, changing their purchasing decisions jumped to 93 per cent.
Amanda Banfield, Director of Marketing for Cadbury said: "Cadbury has been committed to ethical
sourcing for over a century. By securing Fairtrade certification for Cadbury Dairy Milk milk chocolate
products, we honour that heritage and are now making it much easier for consumers to choose
Fairtrade. They can now enjoy the taste of the Cadbury Dairy Milk milk chocolate they've always loved,
knowing they are also helping improve the lives of cocoa farming communities in developing countries."
www.cadbury.com.au
About Fairtrade
Fairtrade is a unique certification and labelling system which seeks to address imbalances in trading
relationships, help unstable markets to develop and counter injustices present within conventional trade.
Unlike any other certification schemes, Fairtrade empowers producers, tackles poverty and promotes
development. Globally through a groundswell of consumer support, Fairtrade has achieved significant
market share across many products in 20 countries over the last 20 years. In 2009, Australian and New
Zealand retail sales of Fairtrade Certified & Labelled products grew by over 50% to just over AU$50
million and in the last six years since the first Fairtrade Certified & Labelled products went on sale in
both countries, cumulative retail sales figures have surpassed AU$120 million.
o Currently more than five million people - farmers, producers, workers and their families - across 58
developing countries in Africa, Asia, Oceania, Latin America and the Caribbean benefit from the Fairtrade
system.
o A product is Fairtrade Certified if it carries the Fairtrade Label - an easy way for consumers to recognise and
choose products that have met internationally agreed Fairtrade Standards.
o Fairtrade delivers a better deal for farmers and producers in the developing world through:
! The Fairtrade Price - Fairtrade is a third party certification system providing developing country
farmers and producers with a designated fair price for their produce, helping protect them from
damaging fluctuations in world market prices.
! The Fairtrade Premium - The Fairtrade system provides these farmers and producers with an
additional sum of money for investment in social, economic and environmental development -
helping them grow their businesses and invest in their communities by building roads, schools and
hospitals.
! Environmentally sustainable farming methods
! Security of long-term contracts
! Improved working conditions
! Support in gaining knowledge and skills needed to operate successfully in the global economy
For more on the difference Fairtrade makes for developing country farmers and their communities visit
www.fairtrade.com.au
