By launching a chocolate drink with the Max Havelaar mark in 2005 under the Van Houten brand name, Barry Callebaut adapted quickly and effectively to fairtrade commerce. Today, the brand is staying the course with a rich range of four reference products including one dedicated to vending machine distribution: a chocolate drink containing 12% cocoa supplied in one kilo bags. Van Houten also offers its fairtrade products via all other distribution channels, in the appropriate packaging, for example in individual sachets in boxes of 100 units suitable for use in cafés/hotels/restaurants. In large and medium-sized supermarkets, a channel in which fairtrade product range has the best price, the brand offers private consumers two reference products: a chocolate or cappuccino drink in individual sachets supplied in boxes of 8 or 10 units.

A question of taste

From the beginning, the Barry Callebaut group chose the Max Havelaar organization (now called Fairtrade Max Havelaar) because of its approach, which has an environmental aspect, along with an economic element and a social element; three major, interconnected axes for anyone wanting to undertake a durable approach to development. But today, Barry Callebaut also wants to pass on another message to its customers: the Fairtrade Max Havelaar mark is not only a guarantee of "durability", it is also of a guarantee of the taste of the chocolate drink. "The flavour of our Fairtrade drink is very different from standard chocolate products and is appealing to many consumers," emphasizes Ania Faureau, Brand Manager at Barry Callebaut. It is thus clearly a way to satisfy hot chocolate lovers more and to increase uptake rates. It is also a means of justifying, if need be, a price slightly higher than the classic version. According to the Fairtrade Max Havelaar organization, 10-15% is considered to be a reasonable price difference between a standard product and its equivalent fairtrade product. This difference is understood and accepted by consumers in large and medium-sized supermarkets... so why not at the coffee machine? To attract the attention of consumers, Barry Callebaut is providing labels and stickers to put on vending machines, hoping that this will help managers to sell the chocolate drink at its correct price.

Since the launch of the product in 2005, sales of Van Houten fairtrade chocolate have continued to increase.

Sales contact: Christophe Grillet

tel. +32 53 73 02 11

christophe_grillet@barry-callebaut.com

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