Generations of Britons have grown up with the taste of Cadbury Dairy Milk, the nation's best-selling chocolate bar. So it caused quite a stir this summer when a new word was added to the label: FAIRTRADE. Over the next 10 years, Cadbury is investing nearly $75 million in Ghana to boost cacao farmers' incomes and fund schools--a move that helped it become the first major international candy firm to gain certification from the Fairtrade Labelling Organizations, which seek to ensure that small-scale farmers in developing countries get a better deal from big Western companies.
Cadbury is also moving to slash its use of fossil fuels, water and packaging. It's about time, say activists, who once singled out Cadbury for criticism. Meanwhile, consumer enthusiasm for the new Fairtrade bar--which tastes and costs the same as the old version--shows that, if handled smartly, responsible actions can be a great marketing tool.