Divine Chocolate Ltd
About Divine Chocolate Ltd
Divine Chocolate Ltd, the UK’s leading and dynamic Fairtrade chocolate company, co-owned by Kuapa Kokoo Farmers Union in Ghana. In autumn 1998, Divine, the first ever Fairtrade chocolate bar aimed at the mass market was launched onto the UK confectionery market. In an exciting new business model, the co-operative of cocoa farmers in Ghana own shares in the company making the chocolate bar. Two farmers' representatives came to London to celebrate at the most Divine launch party in town.
Kuapa Kokoo weighs, bags and transports the cocoa to market and carries out all the necessary legal paperwork for its members. Kuapa strives to ensure that all its activities are transparent, accountable and democratic.
It doesn't cheat the farmers by using inaccurate weighing scales, as other buying agents often do, and because it operates so efficiently, it can pass on the savings to its members. After seeing the benefits Kuapa gains for its members, more and more farmers want to join and the association now has upwards of 40,000 members organised in approximately 1300 village societies.
The cocoa farmers, who were already getting a Fairtrade price from some international customers, voted at their 1997 AGM to invest in a chocolate bar of their own. They decided that rather than aiming for the niche market where most Fairtrade products were placed, they would aim to produce a mainstream chocolate bar to compete with other major brands in UK.
In a ferociously competitive chocolate market worth almost £4 billion in the UK alone, being the new bar on the block can be a daunting prospect. But as so many people adore delicious chocolate, the potential for Divine's success is huge. There are hundreds of chocolate brands available in the UK, and the biggest companies spend up to 10% of their profit margins - tens of millions of pounds - in their fight to retain their brands' positions in the Chocolate Top Ten.
Divine has been developed to appeal to the British public's palate, and it tests favourably against all the market leaders. The UK has one of the highest per capita levels of consumption of chocolate in the world and therefore, even capturing a small proportion of this market translates into real benefits for cocoa farmers.