Fairtrade America is pleased to announce that its long-time partner, Divine Chocolate, has unveiled a fresh new look that highlights the chocolate maker’s social mission to empower farmers and consumers through creating a supply chain that shares value more equitably. Divine’s rebrand was influenced by consumer data that shows more than 60% of shoppers are compelled to purchase the chocolate because it is made with Fairtrade ingredients, ensuring farmers are compensated and treated fairly. The new branding focuses on connecting shoppers to Divine’s commitment to improving farmers’ lives through vibrant packaging that prominently features the brand’s co-ownership by cocoa farmers and its Fairtrade certification.
Affiliated with Fairtrade since 1998, Divine’s base chocolate is made with all Fairtrade-certified ingredients, including cocoa, sugar, vanilla, and, when possible, Divine opts for Fairtrade add-ins, such as almonds, coconut and more. Divine goes above and beyond paying farmers the Fairtrade Minimum Price and the Fairtrade Premium, a fund that farming cooperatives receive on top of the price of the product to democratically apply to community programs. Specifically, the brand includes the farmers of Kuapa Kokoo in Ghana, who are co-owners of Divine, in strategic decision making through 40% board representation, provides farmers with their share of distributable profits to allocate throughout their farms and communities, and invests in farmer projects related to gender equality, securing land rights, improving farming techniques, and organization governance.
“We are truly honored to partner with a purpose-driven company like Divine that exemplifies the values and mission of the Fairtrade movement to the core,” said Peg Willingham, Executive Director, Fairtrade America. “It has been our honor to consult and collaborate with them to make a positive impact on the cocoa farmers who work hard to produce the quality cocoa that makes Divine Chocolate bars so outrageously delicious.”
The cocoa industry is plagued by serious issues, including poverty and child labor, which can be postively impacted by implementing fair prices. Fairtrade, and its brand partners like Divine, work to combat these issues at the root by enabling farmers to earn more from their crops. Cocoa sourcing is more ethical when companies source Fairtrade ingredients because small-scale farmers, who grow two-thirds of the world’s cocoa, get a fairer price for their crops and are supported in investing in their families and communities. US consumers are on board to pay a fair price as well. A recent study revealed that US shoppers are willing to pay up to 30% per bar more for Fairtrade chocolate.
“When it comes to chocolate, small choices create big changes,” said Troy Pearley, Executive Vice President and General Manager, North America of Divine Chocolate. “These branding updates better reflect our commitment to the social and economic exploitation that has impacted the cocoa industry. Every chocolate bar that consumers purchase improves the lives of farmers and their families.”
As more chocolate brands continue to partner with Fairtrade and pay a fair price for their cocoa, positive signs emerge that the situation is improving for cocoa farmers. Fairtrade recently published this study that reveals Fairtrade cocoa farmers in Côte d’Ivoire have increased their incomes by 85% over the past several years, and that a greater proportion are living above extreme poverty levels. The increase was driven in part by increased revenue from cocoa sales and diversification through in-kind and off-farm incomes.
Divine Chocolate is available for purchase nationwide as well as online at https://shop.