Ben & Jerry’s Plans to go 100% Fair Trade

Fair labor conditions never tasted so good.

Ben & Jerry’s announced last week that they will be 100% fair trade by 2013.  That means that all of their “global flavor portfolio” will be composed of Fair Trade Certified™ ingredients, such as cocoa, vanilla, fruits, nuts, etc.

The successful ice cream company was the first to introduce fair trade ingredients to the market back in 2005, but co-founder Jerry Greenfield decided that only some wasn’t enough.

“Fair Trade is about making sure people get their fair share of the pie,” said company co-founder Jerry Greenfield. Always with the dessert metaphors, Jerry?

Paul Rice, President and CEO of TransFair USA, says, “Ben & Jerry’s has been a model for socially responsible business for 32 years, proving that being responsible and sustainable are good for business. By converting their ingredients to Fair Trade, Ben & Jerry’s will help galvanize its suppliers to join the Fair Trade movement.”

This is another heartening sign that ethically made products can prevail. Even after its acquisition by the Unilever Corporation in 2000, the once tiny, independent company is staying true to its activist routes.

“Nobody wants to buy something that was made by exploiting somebody else,” explains Jerry. Ah, if only everyone kept that in mind every time we went to the store. But now at least I can feel good about that pint of Phish Phood that I downed the other night straight out of the carton. Right? These love handles are 100% Fair Trade Certified™, baby!

Check out the Ben & Jerry’s Fair Trade map for more info.

Audrey is a freelance copywriter. She has worked with every kind of company, helping them to communicate their message of sustainability. Careful to never greenwash, Audrey believes that transparency in marketing is just as important as branding. And that doing well and doing good are not mutually exclusive. When she's not blogging, marketing sustainability or writing radio commercials for Chinese food, you can find Audrey rock-climbing, riding her bike around San Francisco, or looking for work (she's available for hire, call now!)

9 responses

  1. I've been continually impressed that B&J's maintains and even expands its numerous social and environmental commitments since the takeover. Many other brands have not been so fortunate. In fact, I used B&J's as one of the case study in a speech I gave in Davos, Switzerland recently: “Communicate the Value in Your Values.”
    -Shel Horowitz, primary author (with Jay Conrad Levinson) of Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet, http://www.guerrillamarketinggoesgreen.com

  2. I love ice cream.. Hmmm.. The successful ice cream company was the first to introduce fair trade ingredients to the market back in 2005, but co-founder Jerry Greenfield decided that only some wasn’t enough.

  3. I love ice cream.. Hmmm.. The successful ice cream company was the first to introduce fair trade ingredients to the market back in 2005, but co-founder Jerry Greenfield decided that only some wasn’t enough.

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