Abstract
Qualitative interviews with participants in the cocoa (Theobroma cacao) supply chain in Costa Rica and the United States were conducted and supplemented with an analysis of the marketing literature to examine the prospects of organic and Fairtrade certification for enhancing environmentally and socially responsible trade of cocoa from Costa Rica. Respondents were familiar with both systems, and most had traded at least organic cocoa for some period. However, most individuals said that they were seeking better product differentiation and marketing than has been achieved under the organic and Fairtrade systems. Many suggested that more direct recognition of individual growers and the unique value of their cocoa throughout the production chain would be more helpful than certification for small companies in the cocoa supply chain. These findings suggest new marketing techniques that convey an integration of meaning into the cocoa and chocolate supply chain as a differentiation strategy. This involves integration of the story of producers’ commitment and dedication; shared producer and consumer values of social and environmental responsibility; and personal relationships between producers and consumers. This marketing approach could enhance the ability of smaller companies to successfully vie with their larger competitors and to produce cocoa in a more environmentally and socially acceptable manner.
Highlights
As the planet becomes increasingly connected, international trade has become an ever-growing part of the world’s economy, often outstripping growth in output [1]
Informants were selected based on cocoa or cocoa products being the primary or sole focus of their business, with the exception of the coffee roaster who was selected based on the fact that producing, sourcing, and marketing their product with a strong focus on sustainability shares great similarities to that of the cocoa supply chain
The supply chain mapping and field interviews yielded a wide range of experiences and perspectives with regard to organic and Fairtrade certification
Summary
As the planet becomes increasingly connected, international trade has become an ever-growing part of the world’s economy, often outstripping growth in output [1]. An array of literature examines the links between certification (organic and Fairtrade) and this expansion of trade, sustainable production, environmental services, and social benefits for producers [2]. Agreement—which promotes economically, environmentally, and socially responsible trade between the United States and Central America. Cocoa (Theobroma cacao) is one of the more promising products that could benefit small landowners and producers in Central America and has a high market demand in the United States. Organic and Fairtrade certifications represent two possible ways to ensure that goods align with increasingly sensitive consumer values
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