Being ‘Good’ keeps getting harderThe news that KitKat is following the lead of Cadbury’s Dairy Milk and going Fairtrade in the UK and Ireland illustrates well how the bar keeps rising for companies that want to be seen as doing the right thing. Only a few years ago Fairtrade products were strange things you bought in healthfood or charity shops and you really didn’t expect them to taste good. Now it’s become more main stream with many Fairtrade or similarly certified as fairly traded products available in supermarkets. I use an educational film about chocolate production in my college teaching. It’s not very old but in this executives from both Cadbury’s and Nestle imply that Fairtrade is simply not an option for a big brand chocolate. Cadbury’s announcement in Spring 09 that Dairy Milk in the UK and Ireland would contain only Fairtrade cocoa changed all that. But as with many initiatives that companies take to make themselves stand out a competitor soon imitates. It keeps getting harder to stand out for doing good and the time you get to be a leader gets shorter. Add a CommentYour comment will appear once it has been approved. |