Kraft Foods
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Kraft Foods

September 17, 2010 17:13 ET

Fair Trade Certified Cadbury™ Dairy Milk™ Hits Store Shelves in Canada

Fair Trade Bar Will Directly Benefit More Than 60,000 Cocoa Farmers in Ghana, Africa

TORONTO, ONTARIO--(Marketwire - Sept. 17, 2010) -

Editors Note: There is a photo and a video associated with this press release.

When does an everyday chocolate bar become more than just an everyday chocolate bar? When a small indulgence becomes Fair Trade Certified and helps propel positive change. Fair Trade Certified Cadbury™ Dairy Milk™ bars are now available in stores across Canada, and when consumers choose these new bars, they are helping to improve the lives of farmers and their families living a world away. 

Nearly 19 million Cadbury Dairy Milk bars are sold annually in Canada, making the Fair Trade certification of this favourite Canadian brand the biggest Fair Trade chocolate announcement in Canadian history. Cadbury's commitment approximately doubles the amount of Fair Trade chocolate sold in Canada, and makes it easy for Canadians to buy "chocolate with a purpose" almost anywhere.

Cocoa from Ghana

Cadbury is sourcing its Fair Trade Certified cocoa from the West African country of Ghana. Cadbury has been trading with Ghana for more than 100 years, and has played a significant role in helping to develop the cocoa industry in this region. Now, Cadbury's global Fair Trade commitment will quadruple the sale of Fair Trade Cocoa from Ghana and will directly improve the lives of 60,000 cocoa farmers in the region. It also benefits 6,000 sugar farmers in Belize through the purchase of Fair Trade sugarcane. 

"There is no question that Fair Trade is changing lives," says James Anane Mensah, cocoa farmer and Enchi District President of the Kuapa Kokoo farmers' cooperative in Ghana, Cadbury's Fair Trade cocoa supplier. "At my cooperative in Ghana, we invest the social premiums we receive from Fair Trade to improve our farms and the lives of those in our community. Fair Trade translates into clean water, improved healthcare, increased access to education and a brighter future. Through Fair Trade, Canadians can connect with the farmers and directly promote positive change."

Fair Trade chocolate has often only been available in specialty retailers, but Cadbury is changing that. "With Fair Trade Certified Cadbury Dairy Milk bars available in virtually every store from coast-to-coast, we are making Fair Trade chocolate more accessible than ever," says John Phillipson, Vice President, Confectionery, Kraft Foods. "The new Fair Trade bar has the same great Cadbury Dairy Milk taste, quality and affordable price that Canadians know and love – and now it directly helps to improve the lives of others. We are very proud of that." 

Fair Trade – A Simple Concept

Fair Trade has one of the leading product certification and labeling systems in the world. Its principles are simple: farmers are paid a fair and guaranteed price for their crop, plus an additional social premium that is invested back into their communities. The farmers choose where the premium is invested and the entire process is managed and audited by Fairtrade Labelling Organizations (FLO) International and its member organizations, including TransFair Canada. The Fair Trade mark on a product lets consumers know that the sourcing of the product meets rigorous standards. 

All solid Cadbury Dairy Milk chocolate without nuts, fruit or other inclusions will bear the Fair Trade mark. This includes various sizes of Dairy Milk as well as Dairy Milk Thins.

This past Spring, Cadbury forwarded its first global premium payment of £500,000 ($750,000+ CDN) to the Ghanaian cocoa farmers which is being used to build wells and mobile health clinics, and to fund carbon reduction strategies. The money is also supporting farmer training, incentives and the provision of tools. All of these elements are working together to help improve the quality of life for farmers, help promote sustainability, and help ensure the future of farming in the region. 

Pledge to Make a Difference

This summer, Cadbury celebrated Fair Trade by taking the "Fair Trade Pledge" – a symbolic show of support – to various communities from coast-to-coast. The Pledge featured Ghanaian artwork that illustrated the benefits of Fair Trade, and Canadians were encouraged to add their names as a sign of support for the principles of Fair Trade. "Every Canadian can play an important role in improving the lives of others," continues Mr. Phillipson. "The Fair Trade Pledge is a simple way for Canadians to show their support for making a difference, one small purchase at a time." 

People can find out more about Fair Trade through www.dairymilk.ca and follow the link to a Facebook community in support of the growing Fair Trade movement. 

Another Level of Support in Ghana

In 2008, Cadbury introduced the Cadbury Cocoa Partnership, with the support of the United Nations Development Programme, to help improve farmers' livelihoods in its key cocoa growing regions. Over 10 years, Cadbury will globally invest $80 million CDN through this partnership, with about $55 million CDN earmarked for Ghana. Last year, Cadbury together with the help of Canadian consumers sent 5,000 bicycles to Ghana through the Cadbury Bicycle Factory Program to help children travel to school and fulfill other uses in the community. 

About Kraft Foods

Kraft Foods is building a global snacks powerhouse and an unrivaled portfolio of brands people love. With annual revenues of approximately $48 billion, the company is the world's second largest food company, making delicious products for billions of consumers in approximately 170 countries. The portfolio includes 11 iconic brands with revenues exceeding $1 billion – Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gum; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar Mayer meats. Approximately 70 brands generate annual revenues of more than $100 million. Kraft Foods (www.kraftfoodscompany.com) (NYSE:KFT) is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. In Canada, company brands include Kraft Dinner macaroni and cheese, Christie cookies and crackers, Kool-Aid and Del Monte beverages, Caramilk chocolate, Maynards candy, and Stride and Dentyne gum.

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