|
|
What kind of business partnerships does The Day Chocolate Company have with other parties?
The Day Chocolate Company is a key player in Fairtrade forums. It is a member of the International Fair Trade Association (IFAT) (http://www.ifat.org) and a Licensee of the Fairtrade Foundation (http://www.fairtrade.org.uk). The Day Chocolate Company is also a member of the BCCCA (http://www.bccca.org.uk/).
No business is an island! We thrive on partnerships and maximizing opportunities. We have the enthusiastic support of charities like Comic Relief and Christian Aid who have people all over Britain working for Fairtrade, requesting that the products get stocked and buying them when they do.
The Body Shop International, Twin Trading, & Christian Aid came together with Kuapa Kokoo in 1998 to set up The Day Chocolate Company. Since October 2000's launch of Dubble, there is also Board-level representation from Comic Relief.
The stakeholders who came together to found the company play a dynamic and ongoing role. They have brought credibility, supporter networks and brand equity to the proposition and have significantly contributed to the marketing and distribution roll out. For example:
- Twin Trading provide advice and technical support to Kuapa Kokoo, and work with other cocoa farmers to build up capacity.
- Christian Aid mobilises its supporter network to support sales of Divine and Dubble - e.g. through 'stock the choc' postcard campaigns targeting supermarkets. This is the second year of Christian Aid's successful poetry competition - themed around Fairtrade chocolate, and tying in with National Poetry Day - see the Divine Web site for more information.
- The Body Shop International have shared their shop fronts and Community Trade reputation. They promote Kuapa's story across their fair trade Cocoa Butter range of products, which use Kuapa's cocoa beans. Body Shop stores nationwide stock Divine for key promotional periods (like Fairtrade Fortnight and Easter) and joint marketing activities are conducted regularly.
- Comic Relief have, together with The Day Chocolate Company, launched Dubble - the first Fairtrade-Marked product to be aimed specifically at young people. Comic Relief does not receive any funds from the sale of Dubble, but endorses the bar with its logo; using its brand equity to lever project support and open doors in terms of sales listings, media and celebrity support. Associations with Red Nose Day (e.g. sponsorship of Celebrity Big Brother in 2001) and Sport Relief (e.g. Dubble was "the official half-time snack" for 2002) give unique opportunities to get the Fairtrade message across to the target audience, and to get the bar stocked in new retail territory - such as corner shops, garage forecourts and video rental stores.
See Divine's links and resources section for a full list of Day Chocolate partners.
Index | Previous Question | Next Question
|
