Interview Jo Fairley, Green & Black's 3/5
of their "long history for wanting to
improve society and the environment",
such as its Bourneville social housing
for workers programme dating back to
the mid-1800s.
More than eight years down the line and
Fairley is still happy with the decision.
In fact, she says the deal has acted as a
catalyst, encouraging the industry to
take note of ethical, fair trading.
A few years after the agreement,
Cadbury's went Fairtrade with one
of its biggest brands, Dairy Milk. An
achievement that Cadbury's CEO at the
time, Todd Stitzer, largely attributed to
Fairley and Sams' efforts in showing the
company the way to Fairtrade. Shortly
afterwards, several other major chocolate
brands went down the same route.
"The Fairtrade move from Cadbury's
had this wonderful snowball effect within
confectionary, which saw KitKat very
rapidly going Fairtrade and roughly 18
months ago Maltesers heavily advertised
the fact that it is now Fairtrade".
Cadbury's move has created a ripple-
effect which has seen Fairtrade products
become more prevalent across major
retail stores over the past five years.
From specialist chocolate makers
Speaking at
Green & Black's investment in Belize cocoa
farming communities has led to the planting
of more than a million cocoa trees
