Beginning in January 2011, four of Callebaut’s classic recipes – 811 (dark), 823 (milk), W2 (white) and 70-30-38 (dark) – will be available in conventional formulations, as well as Fairtrade certified formulations. The new range of chocolates will offer customers the opportunity to develop new artisanal products with Fairtrade certified chocolate.
“As the global leader in cocoa and chocolate, a focus on sustainability is an imperative for our company, not an option,” said Juergen Steinemann, CEO of Barry Callebaut. “For a long time now we are actively engaged in origin countries by working together with farmers and cooperatives directly and at the same time we have been involved in various initiatives and projects, all contributing to a more sustainable cocoa supply chain. Our association with Fairtrade, for example, goes back many years and we are proud to be a Fairtrade preferred supplier of certified chocolate.”
Today, more than five million people in 60 developing countries participate in the international Fairtrade system. This includes cocoa, sugar and natural vanilla producers, who produce key ingredients in chocolate. Fairtrade strives for improved terms of trade and fair prices for farmers and workers in the global south that help them combat poverty, strengthen their position in the agricultural sector and take more control over their lives.
In order to receive Fairtrade certification, farmers must comply with the economic, environmental and social standards defined by Fairtrade Labeling Organizations International (FLO), a non-profit, multi-stakeholder organization made up of 24 member organizations worldwide. FLO sets fair-trade standards, supports producers in developing countries and determines the strategic direction of Fairtrade.
As part of its Fairtrade marketing program, Callebaut will provide customers with promotional POS materials, including posters, doorstickers and brochures, so they can communicate their commitment to work with Fairtrade certified chocolate. The materials will be available on the Callebaut website in January, when the new line of chocolates become available.
Callebaut Fairtrade products will be sold through Callebaut’s traditional Gourmet sales channels.