Fairtrade International conducts Bitter Sweet campaign
By Adnews Staff
Fairtrade International recently conducted a campaign called “Bitter Sweet” intended to highlight what the organization describes as unethical cocoa sourcing practices by some chocolate manufacturers. From July 1 to 7, the campaign ran in 22 countries, leading up to the release of an online video on World Chocolate Day. The video, called “Unwrap a Fairer Future,” is a stop-motion animation film that depicts the story of two bars of chocolate. One bar is from West Africa, where uncertified cocoa farmers receive low prices, leading to poverty. The other bar is from Fairtrade-certified cocoa farmers who receive higher prices for their cocoa.
“We’re making the bitter cost of each non-certified chocolate bar instantly apparent,” said Nilufar Verjee, director of public engagement at Fairtrade. “This is a captivating and shareable way to discover why cocoa farmers who grow the cocoa in our favourite chocolate bars deserve better incomes.”