NEW THINKING IN INTERNATIONAL TRADE? A CASE STUDY OF THE DAY CHOCOLATE COMPANY

Jun 18th, 2015
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Set within the context of fluctuating commodity prices this paper explores an alternative fair trade business mode called The Day Chocolate Company (Day).

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NEW THINKING IN INTERNATIONAL TRADE? A CASE STUDY OF THE DAY CHOCOLATE COMPANYBob DohertySenior Lecturer Social Enterprise & Corporate Social ResponsibilitySchool of Management, Liverpool John Moores University Sophi Tranchell ( Managing Director) The Day Chocolate CompanyAbstractSet within the context of fluctuating commodity prices this paper explores an alternative fair trade business mode called The Day Chocolate Company (Day). This unique UK fair trade company connects smallholder cocoa farmers more directly into global markets by making the farmers significant shareholders and therefore equity owners of The Day Chocolate Companys Fairtrade chocolate brands Divine and Dubble (Tiffen 2002). This article examines how such an organisation can combine both social and business goals in a highly competitive market and thus provide a sustainable alternative model to conventional international trade. The Day Chocolate Company (Day) set-up in 1998 shares with its partners a mission to improve the livelihoods and opportunities for small-scale cocoa farmers in West Africa. These farmers who are joint owners in DCC are members of a co-operative called Kuapa Kokoo (Kuapa), which means Good cocoa farmer in local language Twi (see figure one). The paper investigates the positive impacts that this model has achieved on Kuapa members in Ghana from the Fairtrade relationship coupled with the equity stake and explores how the Day Chocolate Company have achieve

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