The first packs of Fairtrade certified Maltesers are now available in stores, in the same year that the UK’s 3rd largest chocolate brand celebrates its 75th anniversary.
This move is part of Mars Chocolate’s commitment to source its entire supply of cocoa from sustainable sources by 2020.
The company made this original pledge in 2009 and has been making progress against it; the relationship with Fairtrade marks the latest milestone towards Mars achieving 100% certified cocoa.
Fairtrade is working with tens of thousands of cocoa farmers in West Africa and the latest agreement with Maltesers is expected to increase total retail value of UK Fairtrade product sales by 10% of what they were in 2011.
It is estimated that the move will contribute in excess of US $1m in annual Fairtrade Premium funds for cocoa farmers to invest in their farms, business organisations and communities.
Fiona Dawson, president of Mars Chocolate UK, said:
“We are enormously proud to continue to make such positive progress in our efforts in cocoa sustainability.
“Fairtrade is an organisation that has a great impact on the ground in West Africa and partnering with them is another step towards our 2020 goal of 100% certified sustainable.”