A group of fairtrade activists chose Valentine's Day to launch a new campaign to highlight ethical trading issues in the cocoa and chocolate industry. Global Exchange, a group of activists based in San Francisco, is spearheading a campaign against local player See's Candies and other chocolate companies, including Mars and Hershey. They are hoping to pressure the companies into sourcing at least some of their chocolate requirements from manufacturers that offer a fair price to cocoa growers in Latin America and Africa.