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New thinking in international trade? A case study of The Day Chocolate Company

Author

Listed:
  • Bob Doherty

    (Liverpool John Moores University, UK)

  • Sophi Tranchell

    (The Day Chocolate Company)

Abstract

This paper explores the experience of The Day Chocolate Company (Day) in connecting small-scale cocoa farmers more directly into global markets by making the farmers significant shareholders, and therefore equity owners, within this fair trade company. It examines how Day combines both social and business goals, thus providing an alternative model to conventional international trade. The paper investigates the positive impacts that this unique fair trade model has achieved on Kuapa Kokoo (Kuapa) members in Ghana from the Fairtrade relationship coupled with the equity stake and explores how Day has achieved its business goals in what is a highly competitive UK chocolate market. Further, it explores the challenges the company has faced and the lessons learnt over the past six years. Overall, the paper concludes that Day could not have been successful in meeting its objectives without cocoa farmer ownership being at the centre of the brand. Copyright © 2005 John Wiley & Sons, Ltd and ERP Environment.

Suggested Citation

  • Bob Doherty & Sophi Tranchell, 2005. "New thinking in international trade? A case study of The Day Chocolate Company," Sustainable Development, John Wiley & Sons, Ltd., vol. 13(3), pages 166-176.
    • Handle: RePEc:wly:sustdv:v:13:y:2005:i:3:p:166-176
    DOI: 10.1002/sd.273
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    References listed on IDEAS

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    1. Sheila Page & Rachel Slater, 2003. "Small Producer Participation in Global Food Systems: Policy Opportunities and Constraints," Development Policy Review, Overseas Development Institute, vol. 21(5-6), pages 641-654, December.
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    Cited by:

    1. Vincent Terstappen & Lori Hanson & Darrell McLaughlin, 2013. "Gender, health, labor, and inequities: a review of the fair and alternative trade literature," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 30(1), pages 21-39, March.
    2. Nur Suhaili Ramli, 2017. "A review of marketing strategies from the European chocolate industry," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 7(1), pages 1-17, December.
    3. Bob Doherty & Pichawadee Kittipanya-Ngam, 2021. "The Role of Social Enterprise Hybrid Business Models in Inclusive Value Chain Development," Sustainability, MDPI, vol. 13(2), pages 1-24, January.
    4. Daniel Jaffee, 2010. "Fair Trade Standards, Corporate Participation, and Social Movement Responses in the United States," Journal of Business Ethics, Springer, vol. 92(2), pages 267-285, April.
    5. Benjamin Huybrechts & Darryl Reed, 2010. "Introduction: “Fair Trade in Different National Contexts”," Journal of Business Ethics, Springer, vol. 92(2), pages 147-150, April.
    6. Alastair M. Smith, 2009. "Evaluating The Criticisms Of Fair Trade," Economic Affairs, Wiley Blackwell, vol. 29(4), pages 29-36, December.
    7. Peter Dobers & Minna Halme, 2009. "Corporate social responsibility and developing countries," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 16(5), pages 237-249, September.
    8. Anne Tallontire, 2009. "Top heavy? Governance issues and policy decisions for the fair trade movement," Journal of International Development, John Wiley & Sons, Ltd., vol. 21(7), pages 1004-1014.

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