CO-OPERATIVE BRAND TO DOUBLE FAIRTRADE CHOCOLATE SALES
Sales of Co-operative Fairtrade block chocolate look set to double as the consumer-owned retailer extends its unique own-brand Fairtrade chocolate range to Somerfield stores.
Annual sales are expected to jump from £5 m to £10 m as The Co-operative’s Fairtrade chocolate range is given a major makeover to coincide with the rollout this month to 3,000 stores across the UK, including the introduction of two new premium Truly Irresistible products.
The Co-operative is the only retailer to have converted all its own-brand block chocolate to Fairtrade, having become the first retailer to introduce own-brand chocolate with the FAIRTRADE Mark back in 2000.
In order to meet the enlarged volume of Fairtrade chocolate, The Co-operative will be sourcing cocoa from the Dominican Republic for the first time. The Fairtrade cocoa will come from Conacado, a co-operative of 9,500 smallholder growers, which will supply the cocoa for Co-operative’s standard chocolate bars.
The cocoa for the extended premium Fairtrade chocolate range will be supplied by the existing growers at the Kuapa Kokoo co-operative in Ghana.
Fairtrade accreditation ensures that the producers in these developing countries get a better deal for their crops, as well as receiving an additional premium for investment in social projects such as education and clean water.The Co-operative will continue to provide additional producer support and development funding to Kuapa, as well as establishing a new development fund for social projects to the farmers of Conacado.
Sean Toal, Commercial Director, The Co-operative Food, said:
“This is an exciting development, which will significantly increase the overall Fairtrade benefits to cocoa growers.
The Co-operative has championed the FAIRTRADE Mark since its inception, helping the UK become the largest Fairtrade market in the world and, by extending our Fairtrade chocolate range to Somerfield, along with our wide range of other Fairtrade food and drink products, we are introducing Fairtrade to a completely new set of customers.”
Harriet Lamb, Executive Director of the Fairtrade Foundation, commented:
“The Co-operative was the first retailer to convert its own-label chocolate to 100% Fairtrade in a ground-breaking move, which led the way for other retailer category conversions. This move will see volumes double and the benefits back to cocoa farmers increase.”
As well as the introduction of the two new premium products – The Co-operative Truly Irresistible Fairtrade Dark Chocolate with Peppermint and The Co-operative Truly Irresistible Fairtrade Milk Chocolate with Butterscotch – the relaunched range will feature a wider choice of pack sizes, new recipes and new packaging designs.
For more information on The Co-operative’s ethical credentials click here or contact The Co-operative Customer Careline on (freephone) 0800 0686 727.
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