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Sustainability is no longer a project undertaken by a small team within a company, it has become an integral part of doing good business. The results are measurable and executives are held to account, not just by shareholders or regulators but also by consumers. Sustainability is not just about minimizing the negative impact of a business but also about actively striving to make a positive impact on the environment and on the lives of those associated with the company.
Kraft Foods South Africa recently announced Fairtrade certification for its chocolate brand, Cadbury Dairy Milk. 4000 Cadbury Dairy Milk slabs are enjoyed by South Africans every day. The cocoa used to produce these slabs is now sourced from West African farmers who receive internationally-agreed Fairtrade prices for their product (the Fairtrade minimum price or world market price, whichever is higher) and a Fairtrade Premium of US$200 per tonne is used for investment in the development of businesses and community projects such as schools, clinics and basic services.
Kraft Foods’ association with Fairtrade in South Africa has increased the value of product sold under the label by eight fold. This makes a real difference in the lives of cocoa farmers and the people around them, it also gives consumers the opportunity to make a difference by buying the product. I have no doubt that other brand owners will follow suit. It makes long term commercial sense to, Africa is home to 15% of the worlds population, it’s a potential market that needs to be pulled out of poverty.
Find out more about Fairtrade South Africa.
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Craig Ballantyne is Managing Director of Capacity Holdings, based in Cape Town. Craig has worked as a retail analyst since 2001. VIEW MY PROFILE |
