Ruth Mortimer on going Fairtrade

Watching TV the other night, I noticed an interesting phenomenon. An ad for Galaxy chocolate proclaimed that people could feel great eating it, not only for the taste but also the fact that it had joined up with the Rainforest Alliance (RA). For those of you unclear on the significance of this, the RA is a scheme that aims to make businesses more sustainable and fair. In other words, it’s a logo that Galaxy can use to show it is trying to act in a sustainable way.

This comes very soon after Nestlé announced it had turned its flagship KitKat brand Fairtrade. And last summer, Cadbury turned its flagship Dairy Milk brand Fairtrade.

What I found interesting about this is that Mars has not chosen to make Galaxy Fairtrade. Why is this? Well, I can’t speak for Mars but only a couple of weeks ago, the brand director of Sainsbury’s spoke about how many years it had taken to get its products to meet all The Fairtrade

Foundation’s standards. It involves convincing your farmers to accept new standards and to upgrade farms.

I’m not implying that getting RA accreditation itself is less “good” than going Fairtrade. But it simply doesn’t mean the same as Fairtrade.

Certainly, the RA makes the producer responsible for meeting standards. But as far as I know, the end brand does not have to commit to a minimum price.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here