At the International Sweets and Biscuits Fair (ISM) in Cologne this week, Fairtrade launched its new 'Cocoa' programme for Fairtrade Germany.
Companies sign up to increase their Fairtrade purchases starting with initial 2014 volumes set to deliver $1.2 million in additional Fairtrade Premium to cocoa farmers by the end of this year.
Nince retailers and manufacturers are currently participating in the new programme: among others, Mars, Rewe Group, Kaufland, Lidl and Confiserie Riegelein.
"Mars Germany has an ambitious goal of using one hundred per cent fair-trade cocoa in all products by the year 2020," said Thomas Bittinger, manager of Mars Germany.
By the end of 2013, about 30 per cent of its cocoa were purchased from sustainable production, according to the confectionery manufacturer.
By 2016, the company expected this to rise to 50 per cent.
"We need a transformation of the entire sector," said Bittinger, adding that as the farmer is the weakest link in the chain, the focus should be on him.
"This innovation brings the partnership between Fairtrade and Mars to the forefront."
Meanwhile, Dr. Ludger Breloh of the Rewe Group agreed that a transformation of the cocoa sector was important and necessary. In addition, the active demand needed to be strengthened, he said.
"This is a real breakthrough for the Fairtrade farmers," stressed Harriet Lamb, executive director of International Fairtrade.
