Callebaut shifts production to sustainable cocoa

1 May 2012 – Barry Callebaut’s Gourmet brand Callebaut has taken an important step into the future by launching its ‘Growing Great Chocolate’ campaign that shifts the entire production of the ‘Finest Belgian Chocolate’ to sustainable cocoa as from 1 May, 2012. Chocolate will be made exclusively with sustainable cocoa, which recognises customers’ requirements for high quality chocolate that comes with a guarantee of sustainable cultivation. With the ‘Growing Great Chocolate’ campaign Callebaut invites its customers to discover the fascinating story behind their trusted, high-quality chocolate, starting right at the bean.

With this new campaign, Callebaut highlights the three most important characteristics of its chocolate, namely the use of sustainably grown cocoa, great taste and great workability, and invites chocolate artisans around the world to explore the exciting story from bean to chocolate behind the ‘Finest Belgian Chocolate’ they use.

More and more consumers want to know where their food comes from. They are interested in and eager to find out the story behind the products they buy. Therefore, ‘Growing Great Chocolate’, also encourages food professionals to share this story of great chocolate with their clients. Through different tools such as booklets, posters, labels and a special app for personalised advertising, customers can communicate their choice of sustainable chocolate to their clients.

Through ‘Growing Great Chocolate’ Callebaut actively supports farmer cooperatives in learning about and adopting innovative and modern agricultural practices, which are offered through farmer training programs in the field. Thus, Callebaut is able to ensure sustainable cocoa cultivation and helps to raise farmer’s livelihoods. Moreover, Callebaut also strives to improve the overall quality of life of the cocoa farmers and their families by offering them improved access to health care and education.

Related content

Leave a reply

Confectionery Production