Divine Chocolate Launches In The USA

Divine Chocolate Ltd, the farmer-owned Fairtrade chocolate company, this week celebrates the launch of its sister company in the US with headquarters in Washington, D.C. Divine Chocolate Inc. has been built on the same principles as the UK company. It uses a unique business model which gives Ghanaian cocoa farmers a significant (38%) share of the company, a meaningful input into decisions about how Divine products are produced and sold, and a share in any profits.

“Launching a U.S. company was a logical next step for Divine,” says Sophi Tranchell, Managing Director of Divine Chocolate Ltd. “The experience of engaging with people from all walks of life in the UK – from government ministers to shopmanagers, comedians to church-goers, popstars to schoolchildren here in the UK, who have all wholeheartedly embraced Divine and its mission, has been incredibly exciting! We very much hope chocolate lovers all over US will love Divine too”

“This pioneering business model gives smallscale Ghanaian cocoa farmers ownership, empowerment and income,” adds Tranchell.

“Entering the U.S. marketplace will continue to fulfill Divine Chocolate’s core mission – to improve the livelihoods of smallholder cocoa producers in West Africa by establishing their own successful top quality brand,” adds Erin Gorman, CEO of Divine Chocolate Inc.

Divine Chocolate was founded in the U.K. in 1997 as The Day Chocolate Company, and Divine has grown to become the U.K.’s top-selling Fairtrade chocolate brand. Unique among chocolate companies, Divine is co-owned by the Kuapa Kokoo cocoa farmers’ cooperative with members from over a thousand villages in Ghana’s cocoa growing regions. The cooperative shares in the company’s profits and holds two seats on the board. In 2005-2006 Kuapa Kokoo received at least $2,247,375 from the Fairtrade deal with Divine Chocolate Ltd. (This was made up of the guaranteed price, Fairtrade social premium and producer support programme.)

In the U.S., the average American consumes about 13 pounds of chocolate each year, growing the chocolate industry to nearly $13 billion annually. But on the West Coast of Africa where most of the world’s cocoa is grown, the 11 million cocoa farmers who make chocolate possible see very little of the benefits from this huge market. Just a small fraction of that $13billion would make a huge difference.

Comfort Kumeah, a Ghanaian cocoa farmer 59, with five children, the elected National Secretary of the Kuapa Kokoo Farmers Union board, traveled to Washington, D.C. to share the story of Kuapa Kokoo and Divine. “Kuapa Kokoo and Divine Chocolate have made a big difference for our farmers and our communities,” she said.

“With Divine, farmers make their own decisions. We get to meet and hear from partners in the UK and in the USA,” added Kumeah. “Because of the money we earn from Fair Trade we can build schools, have clean water, and make better futures for our families. Every bar of Divine Fairtrade chocolate bought puts a smile on the face of a Kuapa farmer.”

All the high quality Ghanaian cocoa that goes into Divine Chocolate bars has been independently audited to ensure is meets international Fairtrade standards. It is then Fairtrade certified which means that farmers receive a guaranteed minimum price, and a Fairtrade social premium. Members of Kuapa Kokoo have voted to invest their social premium in community projects such as schools, health clinics, clean drinking water and programs to promote entrepreneurship among it members. Members have also started a Credit Union to help farmers get through the lean season.

In addition to Divine UK and Kuapa Kokoo investors for Divine Chocolate in the USA include Oikocredit, Lutheran World Relief, and SERRV International/A Greater Gift.

Divine is available at numerous independent retail locations and in natural foods stores across the USA, and with the support of chocolate lovers, aims to be available in major supermarket chains later this year.

Find out more at Divinechocolate.com.