{"id":3843,"date":"2021-10-13T20:51:10","date_gmt":"2021-10-13T19:51:10","guid":{"rendered":"https:\/\/www.divinechocolate.com\/divine-world\/?p=3843"},"modified":"2021-10-20T20:05:03","modified_gmt":"2021-10-20T19:05:03","slug":"divine-and-fairtrade-press-release","status":"publish","type":"post","link":"https:\/\/www.divinechocolate.com\/divine-world\/divine-and-fairtrade-press-release\/","title":{"rendered":"DIVINE CHOCOLATE LAUNCHES NEW BRANDING TO HIGHLIGHT BEST-IN-CLASS ETHICAL AND SUSTAINABLE COCOA SOURCING"},"content":{"rendered":"<p style=\"text-align: center;\"><strong>DIVINE CHOCOLATE LAUNCHES NEW BRANDING TO HIGHLIGHT BEST-IN-CLASS ETHICAL AND SUSTAINABLE COCOA SOURCING <\/strong><\/p>\r\n<p style=\"text-align: center;\"><em>Refreshed brand identity emphasizes Divine\u2019s authentic social mission through deep partnership with Fairtrade America and unique \u201cCo-owned by Cocoa Farmers\u201d business model<\/em><\/p>\r\n<p><em>\u00a0<\/em><\/p>\r\n<p><strong>WASHINGTON (October 14th, 2021)<\/strong> \u2013 <a href=\"https:\/\/www.fairtradeamerica.org\/\">Fairtrade America<\/a> is pleased to announce that its long-time partner, <a href=\"https:\/\/shop.divinechocolateusa.com\/\">Divine Chocolate<\/a>, has unveiled a fresh new look that highlights the chocolate maker\u2019s social mission to empower farmers and consumers through creating a supply chain that shares value more equitably. Divine\u2019s 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\u2019s commitment to improving farmers\u2019 lives through vibrant packaging that prominently features the brand\u2019s co-ownership with cocoa farmers and its Fairtrade certification.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>Affiliated with Fairtrade since 1998, Divine\u2019s 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.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>\u201cWe 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,\u201d said Peg Willingham, Executive Director, Fairtrade America. \u201cIt 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.\u201d<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>The cocoa industry is plagued by serious issues, including poverty and child labor, 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\u2019s 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.<sup>1<\/sup><\/p>\r\n<p><sup>\u00a0<\/sup><\/p>\r\n<p>\u201cWhen it comes to chocolate, small choices create big changes,\u201d\u00a0said Troy\u00a0Pearley, Executive Vice President and General Manager, North America of Divine Chocolate.\u00a0\u201cThese branding updates\u00a0better\u00a0reflect our\u00a0commitment to\u00a0the\u00a0social and economic\u00a0exploitation\u00a0that has\u00a0impacted the cocoa industry.\u00a0Every chocolate bar that consumers purchase improves the lives of farmers and their families.\u201d\u00a0<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>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 <a href=\"https:\/\/www.fairtradeamerica.org\/news-insights\/new-study-shows-higher-incomes-for-fairtrade-cocoa-farmers\/\">this study<\/a> that reveals Fairtrade cocoa farmers in C\u00f4te d\u2019Ivoire have increased their incomes by 85% over the past several years, and that a greater proportion are living above extreme poverty levels.<sup>2 <\/sup>The increase was driven in part by increased revenue from cocoa sales and diversification through in-kind and off-farm incomes.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>Divine Chocolate is available for purchase\u00a0nationwide as well as\u00a0online at <a href=\"http:\/\/www.shop.divinechocolateusa.com\/\">shop.divinechocolateusa.com<\/a>, and the <a href=\"https:\/\/www.fairtradeamerica.org\/shop-fairtrade\/all-products\/\">Fairtrade Product Finder<\/a> can help locate the retailer nearest you. For more information on Fairtrade\u2019s partnership with Divine Chocolate, visit www.fairtradeamerica.org.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>###<\/p>\r\n<p><sup>\u00a0<\/sup><\/p>\r\n<ol>\r\n\t<li>2021 Fairtrade Consumer Insights report conducted by GlobeScan, an online survey of over 2,000 U.S. consumers and over 15,000 consumers globally.<\/li>\r\n\t<li><a href=\"https:\/\/files.fairtrade.net\/publications\/Fairtrade-CDI-cocoa-household-income-study-July-2021.pdf\">2021 Fairtrade Cocoa Farmer Income Report.<\/a><\/li>\r\n<\/ol>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><strong><u>About Fairtrade America<\/u><\/strong><\/p>\r\n<p>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.\u00a0Fairtrade 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.\u00a0A non-profit 501(c)3 organization, Fairtrade America is the world&#8217;s largest and most recognized fair trade system\u2014part of a global movement for change. Learn more at <a href=\"http:\/\/www.fairtradeamerica.org\">www.fairtradeamerica.org<\/a>, and by connecting with Fairtrade America on <a href=\"https:\/\/www.instagram.com\/fairtrademarkus\/\">Instagram<\/a> and <a href=\"https:\/\/www.linkedin.com\/company\/fairtrade-america\/\">LinkedIn<\/a>.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><strong><u>About Divine Chocolate:<\/u><\/strong><\/p>\r\n<p>Divine Chocolate has been making delicious Fairtrade and palm oil-free chocolate\u00a0since 1998 and has been sold in the U.S since 2007. Established by farmers of\u00a0Kuapa\u00a0Kokoo\u00a0in Ghana, from the start, the company has prioritized its farmers,\u00a0used only Fairtrade cocoa, and invested in farmer-led programs including improving farming techniques, empowering women, and supporting fair labor practices. The company is not only a Fairtrade leader,\u00a0but also a multi-year honoree recognized as \u201cBest for the World \u2013 Communities\u201d by B-Corporation certifiers. Its complete line of products is sold worldwide, and online at shop.divinechocolateusa.com. For more\u00a0information,\u00a0please visit DivineChocolate.com and follow us @divinechocolateusa on Instagram.\u00a0<\/p>","protected":false},"excerpt":{"rendered":"DIVINE CHOCOLATE LAUNCHES NEW BRANDING TO HIGHLIGHT BEST-IN-CLASS ETHICAL AND SUSTAINABLE COCOA SOURCING Refreshed brand identity emphasizes Divine\u2019s authentic social mission through deep partnership with Fairtrade America and unique \u201cCo-owned by Cocoa Farmers\u201d business model \u00a0 WASHINGTON (October 14th, 2021) [&hellip;]","protected":false},"author":13,"featured_media":3813,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2,3],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>DIVINE CHOCOLATE LAUNCHES NEW BRANDING TO HIGHLIGHT BEST-IN-CLASS ETHICAL AND SUSTAINABLE COCOA SOURCING | Blog - Divine Chocolate<\/title>\n<meta name=\"description\" content=\"DIVINE CHOCOLATE LAUNCHES NEW BRANDING TO HIGHLIGHT BEST-IN-CLASS ETHICAL AND SUSTAINABLE COCOA SOURCING Refreshed brand identity emphasizes Divine\u2019s\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.divinechocolate.com\/divine-world\/divine-and-fairtrade-press-release\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DIVINE CHOCOLATE LAUNCHES NEW BRANDING TO HIGHLIGHT BEST-IN-CLASS ETHICAL AND SUSTAINABLE COCOA SOURCING | Blog - 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