Despite being a beloved sweet treat all over the world, the focus of millions of celebration cakes, desserts and sweet treats, many shoppers are in the dark about the hidden truths beneath chocolate’s seductive packaging. According to Fairtrade, chocolate as we know it is facing a difficult future and could become a rare, luxurious treat.
The bitter truth is that low cocoa prices, the continuing impacts of the Covid-19 pandemic and rising global temperatures mean that farmers don’t have the resources to withstand the shocks they face. This undermines their ongoing efforts to escape poverty and has serious consequences for the long term supply of chocolate.
The price of cocoa has slumped again this season due to weakened consumer demand for chocolate through the pandemic, causing grave concern amongst farmers, with some producers making less than US $1 a day on average. With chronically low incomes they are living in poverty and are unable to pay for essentials like food, send their children to school or pay for healthcare if they fall sick.
A sweeter deal for farmers
Fairtrade hopes consumers will continue to choose to buy Fairtrade, so that farmers and workers in low-income countries get a sweeter deal for their produce, rather than a bitter one. New Global consumer research by Fairtrade and independent research and strategy consultancy, Globescan (2021), shows that the majority of people expect companies they buy their chocolate from to source responsibility, offer transparency and protect the environment.
In fact, 57% of people are willing to pay more for products and brands that work to improve society and the environment. Furthermore, in the past year, over half of consumers say they have changed their purchase choices to make a difference on an economic, environmental, social, or political issue.
Adjoa Andoh, the actress known most recently for her role on “Bridgerton” and a long-time Fairtrade advocate said, “Every bar of chocolate that you buy, every cocoa bean, means decent healthcare, education, a collective voice all the way through the supply chain. So today, if you can make that choice, choose Fairtrade. Make the choice for hope, a future and joy, through the delicious medium of chocolate.!”
The Sweet Possibilities
Farmers who are able to sell their cocoa on Fairtrade terms have more money in their pockets, to tackle the ravages of poverty, social injustice and climate change. The safety net of the Fairtrade Minimum Price kicks in when prices drop, enabling cocoa farmers to cover the cost of production, while the Fairtrade Premium – an additional payment for every tonne of beans sold on Fairtrade terms – is the highest non-negotiable premium of any major standard. Farmers democratically decide for themselves how to invest their Premium, allowing them to plan for the future. At the same time, Fairtrade’s West African Cocoa Program trains farmers in best practice growing techniques.
