Sweet move for The Day

Fairtrade confectionery company The Day Chocolate Company has appointed Alistair Menzies as head of sales and marketing.

His appointment will coincide with a big push to raise awareness of its Divine and Dubble brands in a bid to snatch share from more established alternative chocolate brands such as Green & Black’s.

Menzies joins from Traidcraft, the Christian organisation that promotes fair trade. He takes over from Bob Doherty, who left to become a senior lecturer in corporate social responsibility and social enterprise at Liverpool’s Sir John Moores University.

Menzies is keen to develop the chocolate brand by increasing its distribution, through outlets such as vending machines. It is also hoping to sell the Divine and Dubble brands in supermarkets.

He says his company may appoint an advertising agency but no decision has been made.

The Day Chocolate Company was set-up by Twin Trading and the Kuapa Kokoo, a 35,000-strong co-operative of cocoa farmers from Ghana, West Africa.

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