Ben & Jerry's commits to Fairtrade
Ben & Jerry’s announced its commitment to go fully Fairtrade across its entire global flavour portfolio.
From Americone Dream to Chocolate Fudge Brownie, all the flavours in all the countries where Ben & Jerry's is sold will be converted to Fairtrade-certified ingredients by the end of 2013.
Europe will meet the deadline two years earlier. By the end of May 2010, 60% of Ben & Jerry's flavours in Europe will be Fairtrade with the rest converted by the end of 2011.
Ben & Jerry's Fairtrade commitment means that every ingredient that can be Fairtrade is already, or soon will be, from a Fairtrade source.
A job ahead
Globally, this involves converting up to 121 different types of chunk and swirl to Fairtrade, working across 11 different flavours with ingredients such as cocoa, banana, vanilla, fruits and nuts. It also means working with Fairtrade co-operatives with a combined membership of over 27,000 farmers.
Ben & Jerry's was the first ice cream company in the world to use Fairtrade-certified ingredients back in 2005, and today it's racing ahead in the sustainability stakes, as the first ice cream company to make such a significant commitment to Fairtrade across its global portfolio.
Getting a fair share of the pie
Company co-founder Jerry Greenfield said, "Fairtrade is about making sure people get their fair share of the pie. The whole concept of Fairtrade goes to the heart of our values and sense of right and wrong. Nobody wants to buy something that was made by exploiting somebody else."
Rob Cameron, Chief Executive of Fairtrade Labelling Organizations International (FLO) said: "Congratulations to Ben & Jerry's on the scale and the depth of this commitment to take their whole range Fairtrade. Tackling poverty and sustainable agriculture through trade may not be easy but it is always worth it, and Ben & Jerry's has demonstrated real leadership in laying out this long-term ambition to engage with smallholders who grow nuts, bananas, vanilla, cocoa and other Fairtrade-certified ingredients."
Rob continued: "Ben & Jerry's, like all of us in the Fairtrade movement, believe that people can have fun standing up to injustice and campaigning against poverty while enjoying some of Ben & Jerry's best-selling favourites like Phish Food and Chocolate Fudge Brownie. How cool is that?"
What Fairtrade means
Farmers selling Fairtrade products invariably earn a better income than other farmers, which enables them to stay on their land. Fairtrade premiums also allow for reinvestment in their farms, their families, their communities and their future. Higher farming standards also mean that certified farmers are using environmentally sound practices to grow and harvest their crops in a sustainable way.
Since 2005, Ben & Jerry's has added one new Fairtrade variant every year. In 2010, the new global plan sees the roll-out accelerated with six new Fairtrade flavours launched this March. Existing Fairtrade flavours Chocolate Macadamia, Chunky Monkey, Vanilla and Vanilla Toffee Crunch will be joined by the company's top-selling flavours Baked Alaska, Caramel Chew Chew, Chocolate Fudge Brownie, and Phish Food, together with Phish Food Frozen Yogurt and new flavour Fairly Nuts.