Fairtrade America, the world’s most recognised label for social justice and sustainability, is partnering Guylian, a brand famous for its chocolate seashells sold across four continents and in 120 countries,
All Guylian offerings will now carry the Fairtrade Mark on the front of the package, signalling to consumers that the cocoa farmers behind Guylian’s unique treats got a fairer deal and the product’s supply chain is in compliance with Fairtrade’s rigorous environmental, economic and social standards.
“We’ve put sustainability high on our new agenda and hope to inspire other chocolate brands to be more thoughtful about their production,” said Tom Snick, Guylian’s CEO. “We aim to be a pioneer in chocolate and confections through our meaningful commitment to Fairtrade, as well as through more sustainable raw materials and packaging, and reduced CO2 emissions."
Globally, cocoa and chocolate together are a $48.29 billion industry that is expected to grow. But according to Fairtrade America, cocoa farmers are currently battling inflation, rising production costs, the climate crisis and COVID-19 related challenges while the price they earn for cocoa hasn’t risen to meet these changes.
A fairer deal is essential to a sustainable future for cocoa farmers and the consumers who enjoy their beloved chocolates, it said. Making key changes within the supply chain, like sourcing 100% of their cocoa from Fairtrade farmers as Guylian is doing, demonstrates progress in the right direction.
Fairtrade Minimum Price
By converting to Fairtrade cocoa, Guylian will provide West African cocoa farmers in its supply chain not only the Fairtrade Minimum Price for cocoa, but also nearly $500,000 in Fairtrade Premiums. Farmer organisations are empowered to democratically determine how to spend those Premium funds, whether it be on community projects, farmer education or farming inputs like shade trees or seedlings.
“We are proud to welcome Guylian into the Fairtrade system and are thrilled to see the Fairtrade Mark on its packaging, giving conscious consumers another reason to enjoy indulgent, ethically-sourced chocolate,” said Carlos Urmeneta, director of commercial partnerships, Fairtrade America. “Cocoa farmers and their families are struggling to make a decent income due to climate change, poor soil conditions and long-term low prices. When brands like Guylian choose Fairtrade, they’re committing to people and the planet.”
On top of Fairtrade commitments, Guylian’s new packaging is fully recyclable, furthering the brand’s commitment towards sustainable production and reducing use of paper and plastic. Since the start of this year, its production site in Sint-Niklaas, Belgium, is also ‘fully climate neutral’, which means that CO2 emissions have been reduced to the lowest possible level and all other emissions are offset.
These new changes follow the brand’s 2018 removal of palm oil and soy from its chocolate recipe to be more eco-friendly and help prevent deforestation.