DIVINE CHOCOLATE LAUNCHES NEW BRANDING TO HIGHLIGHT BEST-IN-CLASS ETHICAL AND SUSTAINABLE COCOA SOURCING
Refreshed brand identity emphasizes Divine’s authentic social mission through deep partnership with Fairtrade America and unique “Co-owned by Cocoa Farmers” business model
WASHINGTON (October 14th, 2021) – 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 with 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 collabourate 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 labour, which can be positively 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.1
“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.2 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 shop.divinechocolateusa.com, and the Fairtrade Product Finder can help locate the retailer nearest you. For more information on Fairtrade’s partnership with Divine Chocolate, visit www.fairtradeamerica.org.
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- 2021 Fairtrade Consumer Insights report conducted by GlobeScan, an online survey of over 2,000 U.S. consumers and over 15,000 consumers globally.
- 2021 Fairtrade Cocoa Farmer Income Report.
About Fairtrade America
Fairtrade America betters the lives of farmers and workers in developing countries by inspiring businesses to implement ethical production practices and assisting shoppers in making informed purchasing decisions. Fairtrade America is the U.S. chapter of Fairtrade International, the original and global leader in fair trade certification with over 30 years of experience working to make trade fair, with headquarters in more than 30 countries across the globe. A non-profit 501(c)3 organization, Fairtrade America is the world's largest and most recognized fair trade system—part of a global movement for change. Learn more at www.fairtradeamerica.org, and by connecting with Fairtrade America on Instagram and LinkedIn.
About Divine Chocolate:
Divine Chocolate has been making delicious Fairtrade and palm oil-free chocolate since 1998 and has been sold in the U.S since 2007. Established by farmers of Kuapa Kokoo in Ghana, from the start, the company has prioritized its farmers, used only Fairtrade cocoa, and invested in farmer-led programs including improving farming techniques, empowering women, and supporting fair labour practices. The company is not only a Fairtrade leader, but also a multi-year honoree recognized as “Best for the World – Communities” by B-Corporation certifiers. Its complete line of products is sold worldwide, and online at shop.divinechocolateusa.com. For more information, please visit DivineChocolate.com and follow us @divinechocolateusa on Instagram.
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