ABSTRACT
Cadbury Dairy Milk is an icon – one of the biggest chocolate bar brands in the world. If such an iconic brand goes Fairtrade, it is more than a piece of news in Marketing Week – it is a paradigm shift, a step change. Sustainability is moving mainstream! Now all the big chocolate brands have announced that they will Fairtrade-certify their chocolate as well, but they followed Cadbury. How did that step change come about? Like all great stories, it is fairly simple.
