I am currently preoccupied by Mondelēz and the news that the ethical brand from its stable, Green & Blacks is – for the first time ever – launching a chocolate bar that is neither Fairtrade nor organic.
Green & Black’s, the independent brand that was bought by Cadbury in 2005, was founded by two pioneers of ethical consumerism, and awarded the Fairtrade mark in 1994. So this news has rattled ethical shopping baskets the length and breadth of the country.
The official word from Green & Black’s is that there weren’t enough cocoa beans produced to Fairtrade and organic standard to enable it to produce its new Velvet Edition bar. This necessitated other beans procured to the standards of Mondelēz’s own sustainable programme, Cocoa Life. The driving need for this new bar is apparently that some consumers find the flavour of dark chocolate too rich, and must be provided with an alternative immediately. This raises my first question: must the consumer always have a product to satiate every possible desire?
Yes you idiot dingbat, that’s the fucking point. That’s the purpose of the economy, to produce what satiates consumer desire.
Which is why we’ve got Fairtrade, organic, so that those who prefer Fairtrade, and or organic, can satiate their desire.