Cadbury Announces Fair Trade Certification(TM) of Cadbury(R) Dairy Milk(R)

    Cadbury Will Be the First Major Confectionery Brand to Offer Fair Trade

    TORONTO, March 4 /CNW/ - Cadbury is pleased to announce that Cadbury(R)
Dairy Milk(R) - one of the world's oldest brands - will receive Fair Trade
Certification(TM). This certification will result in the tripling of sales of
cocoa under Fair Trade terms for cocoa farmers in Ghana and will open up new
opportunities for farmers to benefit from the Fair Trade system. This
groundbreaking announcement is deeply aligned with Cadbury's values and
principles and will make Cadbury the first major Confectionery brand to attain
Fair Trade Certification(TM).
    The Fair Trade Certification(TM) will apply by the end of summer 2009 to
the British and Irish markets. The company is continuing to pursue
implementation of Fair Trade Certification(TM) across other markets and
brands, including Canada, as part of a managed and phased roll out.
    Cadbury Chief Executive, Todd Stitzer, says, "This is an historic moment
for our company. I am proud that the nation's favourite chocolate bar will
display the FAIRTRADE Mark. I was in Ghana last month and saw how vital it is
that businesses support their partners and the communities they live in. We
believe that by joining forces with the Fairtrade Foundation, we can further
improve living standards and conditions for farmers and farming communities,
and create a sustainable supply of high quality cocoa for Cadbury."
    "Cadbury's commitment is breakthrough news for the farmers in Ghana who
are very excited that they will be able to sell more of their cocoa as Fair
Trade, bringing greater benefits to their communities," says Harriet Lamb,
Chief Executive of the Fairtrade Foundation. "We're delighted to have the
opportunity to certify Cadbury(R) Dairy Milk(R), enabling all those who buy it
to make a real difference for cocoa farmers with every purchase. This
certainly sets a new standard for the mainstream chocolate industry."
    This move coincides with the 100th anniversary of Cadbury's first full
crop from Ghana and the first anniversary of the Cadbury Cocoa Partnership.
Through this initiative, Cadbury is investing more than $80 million CDN over
the next ten years to secure the sustainable socio-economic future of cocoa
farming in Ghana, India, Indonesia and the Caribbean. Throughout its 100-year
activity in Ghana, Cadbury's local initiatives and partnerships have played an
integral role in helping Ghana become a premier supplier.
    "We're incredibly proud of this announcement and the significance and
impact of Cadbury(R) Dairy Milk(R), one of our oldest and biggest brands,
going Fair Trade," says Luisa Girotto, Vice President Corporate Affairs,
Cadbury North America, based in Toronto. "It shows a commitment to source
ingredients equitably and sustainably for everyone's long term success."
    "There is tremendous, growing Canadian consumer support for Fair Trade
Certified products. We congratulate Cadbury and the Fairtrade Foundation of
the UK on this announcement and look forward to ongoing discussions to bring
the Fair Trade Certified Cadbury(R) Dairy Milk(R) program to Canada as soon as
possible," says Rob Clarke, Executive Director, TransFair Canada. "As always,
products bearing the Fair Trade Certified Mark have been independently audited
for compliance with international Fair Trade Certification standards, which
include prohibitions on forced and child labour, support for democratic
associations of small-scale producers, and environmental criteria."
    This announcement is an example of Cadbury's ongoing global corporate
social responsibility efforts, which have been integral to its business for
nearly 200 years and include the promotion of responsible consumption, ethical
and sustainable sourcing and commitments to reduce carbon emissions, water use
and packaging. For an overview of all Cadbury's corporate responsibility and
sustainability initiatives, visit

    About Cadbury
    Headquartered in Parsippany, New Jersey with the Canadian head office in
Toronto, Cadbury North America is the Canadian and U.S. combined business unit
of Cadbury plc - the world's top confectionery company.
    In Canada, Cadbury is the country's largest confectionery company and the
brand portfolio includes some of Canada's best-loved chocolate, candy, cough
and gum brands such as Dairy Milk(*), Caramilk(*), Mr. Big(*), Dentyne(*), Trident(*),
Stride(*), Bubblicious(*), Halls(*), and Maynards(*). In Canada, some Cadbury "firsts"
include the first 100 calorie chocolate bar (Cadbury Thins(*)), the first
sugar-free breath freshening gum (Dentyne(*)) and the first liquid centre pellet
gum with dual flavour combinations (Trident Splash(*)). Our people create brands
people love with passion, dedication and drive. For more information visit

    About the Cadbury Cocoa Partnership
    In January 2008, the Cadbury Cocoa Partnership was established together
with the United National Development Programme, local governments, farmers and
communities. This ground-breaking partnership aims to secure the economic,
social and environmental sustainability of around a million cocoa farmers and
their communities in Ghana, India, Indonesia and the Caribbean. Over ten
years, more than $80 million CDN will be invested through the partnership,
about $55 CDN million of which is allocated to Ghana, to improve farmer
incomes, develop communities and build partnerships.

    About the Fairtrade Foundation:
    The FAIRTRADE Mark is a certification mark and a registered trademark of
Fairtrade Labelling Organisations International (FLO) of which the Fairtrade
Foundation is the UK member. The Fairtrade Foundation is an independent
certification body which licenses the use of the FAIRTRADE Mark on products
which meet international Fairtrade standards. This independent consumer label
is now recognised by 70% of UK consumers and appears on products as a
guarantee that disadvantaged producers are getting a better deal. Today, more
than 7.5 million people - farmers, workers and their families - across 59
developing countries benefit from the international Fairtrade system.
    Over 4,500 products have been licensed to carry the FAIRTRADE Mark
including coffee, tea, herbal teas, chocolate, cocoa, sugar, bananas, grapes,
pineapples, mangoes, avocados, apples, pears, plums, grapefruit, lemons,
oranges, satsumas, clementines, mandarins, lychees, coconuts, dried fruit,
juices, smoothies, biscuits, cakes & snacks, honey, jams & preserves, chutney
& sauces, rice, quinoa, herbs & spices, seeds, nuts & nut oil, wines, beers,
rum, confectionary, muesli, cereal bars, yoghurt, ice-cream, flowers, sports
balls, sugar body scrub and cotton products including clothing, homeware,
cloth toys & cotton wool.
    In the UK, seven in 10 households purchase Fairtrade goods, including an
extra 2.3 million more households in the last year alone. There are over 430
producer organisations selling to the UK and 632 certified producer groups
globally, representing more than 1.5 million farmers and workers.

    About TransFair Canada:
    TransFair Canada is the only certifier of Fair Trade Certified products
in Canada. It is a registered not-for-profit organization, and the Canadian
representative to the Fairtrade Labeling Organizations (FLO) International.
    Together with FLO, TransFair Canada monitors and audits the supply chains
of a number of products, including coffee, cocoa, sugar, tea, flowers, and
rice, to ensure compliance with internationally-recognized Fair Trade
standards from the producer to the point of packaging.
    The Fair Trade Certified Mark is the image that appears on products that
have been Fair Trade Certified in Canada, and is consumers' only third-party
guarantee that Fair Trade standards have been met.

    (*) Trademark of or used under license by Cadbury Adams Canada Inc.
        All other trademarks are the property of their respective owners.

    To view the announcement news release issued by Cadbury UK and the
Fairtrade Foundation, please visit:
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    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at
    Additional archived images are also available on the CNW Photo Archive
    website at Images are free to accredited
    members of the media/

For further information:

For further information: or to arrange an interview with a Cadbury
spokesperson, please contact: Natasha Lasiuk or Michelle McEwan, Strategic
Objectives, Tel: (416) 366-7735, Fax: (416) 366-2295, Email: or; Michelle
Lefler, Cadbury North America, Tel: (416) 590-5686, Email:

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