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January 21, 2010

Why Kraft must keep organic cacao farmers sweet

Green & Black's was founded by Craig Sams, a food specialist, and his partner Josephine Fairley. They sold their business to Cadbury in 2005. Now Kraft bought Cadbury and owns the brand.

Sams contributed to the UK newspaper Guardian. Bellow are the quotations from the article.

"When we decided to pay fair prices and offer long-term guarantees to cacao farmers in Belize we didn't have to justify our actions to shareholders or even to the rest of the team at our office."

"So today, looking at Kraft's track record, what can we expect its takeover to mean for the commitment of Cadbury and Green & Black's to socially and environmentally-progressive policies such as Fairtrade and organic ingredients?"

"A brand is like a child. It is born into this world, fragile and in great need of parental care and attention. Eventually you send it off to school and university, entrusting it to the care of others. Then it embarks on its career. Green & Black's, to follow the analogy, was nurtured to maturity and eventually got a good job at a big multinational."

"Frankly, it's the consumers who don't buy organic and fair products that upset me the most. Consumers have a choice, companies don't, they only sell what customers buy."

Another article to read to know more about the brand's marketing success:
Green & Black’s Marketing Success

...continue to read

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