Hit or miss: Nestle's move toward Fairtrade practices receives mixed response

Chocolate-covered ethics Confectionery giant Nestle announced that Britain's most popular chocolate bar, KitKat, will be Fairtrade from 2010.

The move, which will yield a better price for 6,000 African cocoa farmers, gained the company good press after years of condemnation over its promotion of baby milk in Africa. However, many campaigners were sceptical about the move, which came after a similar step by rival Cadbury Dairy Milk earlier in the year.

HOW I SEE IT - Mike Morgan, CEO, The Red Consultancy

A classic 'Sunday for Monday' push saw KitKat unwrap its move to Fairtrade cocoa. When a big brand makes a CSR move it is bound to generate coverage. KitKat would have been pleased with the breadth and depth of messaging around its investment and how it will benefit cocoa farmers.

But it did not melt everyone's heart. In the blogosphere, the iconic turned ironic when the initial tweet smell of success on Twitter was soured with the frequent reminders about KitKat's Nestle parentage and its negative reputation for alleged dubious practices in the developing world.

But Nestle stymied some of this criticism with its MD's description of the change as the 'beginning of a long journey'. And he is right: in taking this step, Nestle will be expected to take many more.

Overall a good day for Kit Kat but an even better day for Fairtrade.'

HIT.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.