Fair Trade And Chocolate: The Divine Story

http://www.tvchoice.uk.com – Fair Trade And Chocolate: The Divine Story – 30 mins

Buy a bar of fair trade chocolate and help people in the developing world, too. This is the unique selling point of Divine Chocolate – but is it too good to be true?

SOCIAL ENTERPRISE: Divine was set up a co-op of cocoa farmers in Ghana to give them a share in the profits from their cocoa beans. Divine is a social enterprise and claims its ethical motivation shapes everything it does. But it’s had to fight a major marketing battle to find a place in the cutthroat confectionery market.

MARKETING MIX: The big chocolate companies spend millions promoting their brands – by comparison Divine can spend almost nothing. Instead it makes creative use of the internet, public relations and its ethical back story. Divine’s had to work hard to get onto the supermarket shelves and now wants to get its product to the other outlets people buy their chocolate.

BUT IS IT ENOUGH? As well as more money, fair trade has brought real benefits to the African farmers who own Divine. Women get a better deal. Villages get badly needed facilities like wells. But fair trade has its limitations. What about people working in poor conditions in the developing world who aren’t in the fair trade loop?

DVD EXTRAS include items on product development, the role of the marketing manager and the importance of Divine’s brand. Also: ethical trading – what is it and how does it benefit the developing world?

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