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November 18, 2020

Unilever’s Ben & Jerry’s to pay farmers more for cocoa

The US ice-cream business, owned by Unilever, is to change what it pays farmers in Côte d'Ivoire for cocoa beans.

By Dean Best

Ben & Jerry’s, the US ice-cream business owned by Unilever, is to change what it pays farmers in Côte d’Ivoire for cocoa beans.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
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Around 5,000 Fairtrade-affiliated cocoa farmers supplying Ben & Jerry’s will receive an extra payment on top of the annual Fairtrade Premium and the Ivorian government’s minimum price for cocoa that all companies are required to pay. The amount equates to approximately an additional $600,000 over the next year.

Louisa Cox, director of impact at Fairtrade, said: “It’s complex work to advance towards a living income, but both organisations are committed to this vision. Ben & Jerry’s recognises the role of business in addressing the challenges in the cocoa sector and this commitment sets a great example for other companies to follow.”

Ben & Jerry’s is not alone among food businesses making a payment on top of the Fairtrade premium. Netherlands-based chocolate maker Tony’s Chocolonely also does so, a Fairtrade spokesperson said.

“We’d encourage more brands to follow Ben & Jerry’s and Tony’s example and start their living income journeys,” the spokesperson said. “We launched our living incomes campaign to the public in 2019, and we’re delighted to see such forward-looking companies take their next step, building on their existing Fairtrade commitments. We’re extremely encouraged to see these developments at a sector level.”

Cheryl Pinto, values-led sourcing manager at Ben & Jerry’s, added: “Starting with the cocoa in our chocolate ice cream mix, we’re working towards the Fairtrade Living Income Reference Price for cocoa farmers, and this is the beginning. We are exploring living incomes in our other global supply chains, too.”

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Free Report
img

Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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