For the first time in five years, Divine Chocolate is changing up its packaging. The Green Business Network member’s new design will now include “Owned by Cocoa Farmers” to demonstrate the company’s commitment to fair labor practices.
The chocolate maker is co-owned by 85,000 farmer members of the co-op Kuapa Kokoo, where the farmers get a share in the profits, a say in the company, and a voice in the global marketplace. Divine also invests 2% of its gross revenue back into cocoa farmers through support and development initiatives.
The decision to update its design is inspired by the belief that transparency in their commitment to cocoa farmers will increase consumer loyalty and brand recognition. Divine Chocolate’s Marketing Director, Charlotte Green, states, “whilst it will have a small impact on purchase decisions, we know that discovering more about farmer-ownership delights consumers and drives brand loyalty.”
Additionally, the packaging will include cocoa percentages on the front, a minimal color palette, and the Non-GMO Project Verified label on the back.
Green America’s annual Chocolate Scorecard ranks several chocolate giants (including several Green Business Network members). Divine received an “A” thanks to its various third-party certifications from Fairtrade Labor and Non-GMO Project, which demonstrate its commitment to the environment and to its farmers. Other chocolate producers, such as Hershey’s and Godiva, did not perform as well.
The new look was first shared in late 2017 and will be added to more products through 2018. You can find Divine Chocolate and other GBN certified chocolate members on our GreenPages.org directory.