OA R
CCO ETE
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BA 2009

Figure 1 Cocoa supply chain2;gf^][lagfYjqaf\mkljq

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1 Introduction page 3
2 Cocoa production trends page 4
3 Cocoa grinding trends page 8
4 Chocolate manufacturing trends page 12
5 Cocoa certification trends page 14
6 Chocolate consumption trends page 18
7 Conclusions page 20
8 Important links, abbreviations and literature page 22;gfkme]j;`g[gdYl]hjg\m[lk1 Introduction

3

The cocoa sector is at a crossroads: the importance

Sadly, there is no evidence, as yet, of sustainableof sustainable cocoa production is being increasingly

strategies for capacity building of cocoa producers,recognized by producers, governments, companies,

backed by sizeable capital investments, or of efforts to

NGOs and consumers. In two recent reports, Tropicalkeep the consumers informed. Cocoa Barometer 2009

Commodity Coalition drew attention to the pertinent

aims to fuel the discussion on a sustainable cocoa sector

issues and pointed to the way forward. In 2007, Sweetness

and make it more transparent and clear. The cocoa value

follows gave an overview of the world cocoa market

chain is complex and not easily accessible. With theand its main stakeholders, and reviewed the efforts

assistance of specialised research agencies such as Foodof different stakeholders towards making the sector

World R & C, Crem and Profundo, Tropical Commodity

more sustainable. The report concludes that none of the

Coalition was able to gather information on the major

existing programmes link the social, environmental anddevelopments in the cocoa sector and the part played byeconomic pillars of sustainable development. It stresses

grinders and chocolate manufacturers to make the sector

that, to seriously address rural poverty and environmental

more sustainable.

degradation, the main point of departure should be
the cocoa farming system. In 2008, Breaking the vicious

Tropical Commodity Coalition wishes to make thecircle in the cocoa sector by scaling up training for cocoa

developments taking place in the cocoa sector visible

smallholders, focused on the main support programmes

to consumers, NGOs, unions, governments and industry.

for cocoa farmers. It shows that training and capacity

We hope this report contributes to the much neededbuilding are important means to break the cycle ofdiscussion on how to sustain the cocoa sector, now andpoverty that entrap cocoa producers. However, individualin the future. In words and figures, Cocoa Barometer 2009

company programs and sector initiatives, thoughaddresses the main stakeholders involved in grinding

well meant, are just not enough; they reach very few

cocoa beans and manufacturing chocolate.

farmers. To bring about a real change will require large

As certification is taking off and becoming moreinvestments in the human capital in producing countries.

widespread, an overview of the availability ofcertified cocoa, and its procurement by multinational

In 2008, Oxfam International presented a detailed sector

manufacturers, has been included.

analysis Towards a sustainable cocoa chain. It concludes
that the chocolate manufacturers should be proactive andTropical Commodity Coalition will present the Cocoa

inform the consumer on how they ensure the ingredients

Barometer 2009 at the Second Roundtable for ain their chocolate and confectionery products are

Sustainable Cocoa Economy in Trinidad 2009, in an effort

produced and traded in an economically, ecologically andto build shared understanding of sustainability at thesocially responsible manner.

global level. The report will also be used for discussions,with individual companies, NGOs and trade associations,and on sector initiatives and consumer initiatives.

2 Cocoa production trends

4International Cocoa Organization (ICCO) estimates that

To meet this demand, world-wide production has to90% of the global cocoa production comes from someincrease, within a short period, by nearly twenty percent.

3 million smallholders. The cocoa bean is grown andprocessed on their farms using labour-intensive methods,
and is often the main source of family income. Primarycocoa production employs around 14 million workers

Industry initiatives, sector initiatives
and country strategies

worldwide. Since many decades, Western Africa has been
the most important region for cocoa cultivation. In justThe policy response of cocoa growing countries tofour countries, Ivory Coast, Ghana, Nigeria and Cameroon,these demand dynamics is of utmost importance to themore than 2 million smallholders and their families,

farmers. Although Ghana and Indonesia show significant

produce about 70% of the world production of cocoa

willingness to invest in their respective cocoa sectors,beans.

governmental resources to prepare the small-scale
farmers for this huge production increase are limited.

The current market prices of cocoa, in London and New

The lack of investment in public structures such as

York, are the highest recorded since 1985. This is mainly

research institutes, extension services and marketing

due to a poor harvest, diminishing buffer stocks andboards, in most producing countries, has left producers

rising demand. Cocoa production in Ivory Coast, thewithout proper facilities and support in terms of know-

main producer, was 40 percent less than that of the lasthow, inputs such as planting material, technology and inseason. The 2008/09 cocoa harvest has been affected bysome countries marketing. Capacity building, training,crop diseases and plagues, and the resultant crop loss is

information and knowledge sharing among millions

estimated at 400,000 tonnes of cocoa beans. The problemsof small-scale farmers require nationwide institutions.

in Ivory Coast are so severe that a “complete collapse of

Restructuring is time consuming and costly and asks

the sector cannot be ruled out if there is no action.”

for a long term commitment and perspective from the1

producing countries.
In addition, buffer stocks are diminishing, as illustrated bya plummeting grinding ratio. In 2007/08, the grinding ratio

The involvement of companies in different initiatives todropped to 41%, the lowest level since 1986.

optimise the functioning of the cocoa value chain for2

cocoa farmers and workers is set out in Figure 2. Taking
The world production of cocoa beans in 2007/08 wasinto consideration the needs and projected increases inabout 3.7 million tonnes. Although the current economic

cocoa production, the efforts to improve the situation

downturn is likely to affect the future demand forlook very fragmented. All grinders and some chocolate

chocolate products, ICCO envisages a requirement of

manufacturers are involved in Ivory Coast and Ghana, at

at least 4.4 million tonnes by 2012, to meet the growing

a national level, in single segregated programmes or in

grinding demand.3

sector initiatives with a limited scope.

5More companies need to support the national cocoa
sectors with reasonable investments, like Cadbury
who recently pledged Euro 34 million for a long-term
commitment of 10 years to reach 500,000 farmers in
Ghana.4
All the scheduled individual industry training programs,
taken together, will only reach 280,500 of the 2 millionWest African farmers by 2010, which is less than
14 percent. The industry sector initiatives like WCF will
support 150,000 farmers by 2010 via STCP, and another
150,000 farmers by 2012 via the Gates Foundation.
These two initiatives will cover another 15-16 percent of
the West African farmers. The projections are that by 2012,
one third of all the cocoa farmers in Western Africa aretrained. The trained farmers are assumed to increase theirproduction by 25%, and produce an additional 232,000
tonnes per year. Nonetheless, the demand is growing
much faster; in 2012 an additional production of 600,000
tonnes of cocoa beans would be required to guarantee
an acceptable demand-supply ratio. Significant efforts
to invest in the human capital of farmers are urgent andnecessary to meet the expected quality and quantity of
cocoa beans.
Presently, Cargill and Mars are investing intensively in
Vietnam to support and establish plantations to produce
100,000 tonnes of high quality cocoa in 2012 to meet the
expected production shortfalls in West Africa. It will bewise and worthwhile to make a similar investment toincrease production and quality through the West African
farmer.

Figure 2: Industry initiatives, sector initiatives and country strategies
to improve cocoa bean production in Ivory Coast and Ghana by 2012
40,000 trained by WCF, STCP, B&M Gates Foundation
100,500 trained by individual company initiatives
659,500 other farmers
800,000 farmers in Ivory Coast produced in 2007/08>>>

1,385,000 tonnes cocoa versus aim of 1,635,000 t. in 2012

6

1,385,000 tonnes
Individual company initiatives
ADM: SERAP training (25,000 farmers)

Appropriate training can increase a farmer’s

SIFCA training (10,000 farmers)

productivity by 25%. The 140,500 trained farmers

ADM/OLAM traceable cocoa (12,000 farmers)

will increase production by 60,800 tonnes.

Cargill: Farmer Field School training (17,000 farmers)
Farmer Quality Program (10,000 farmers)

Aim for 2012: growth of 18 % to 1,635,000 tonnes

Cocoa Community Logistics Program (6,500 farmers)
Barry Callebaut: Quality Partner Program (15,000 farmers)
Nestle: Partnership Program (3,000 farmers)
Kraft /Amarjaro/RA: (2,000 farmers)
The supply of cocoa from Ivory Coast is not secure, in the medium

The increase of 60,8oo tonnes is not enough to achieveterm. Over 1 million smallholders have lost interest in cocoa

the aim 0f 18% growth to 1,635,000 tonnes in 2012 incultivation due to poor returns. Ongoing civil war and political

Ivory Cooast.

instability aggravates the problem. Many cocoa plantations are
old and need replanting. But, the infrastructure (credit systems,
extension services, improved varieties, market access) and economic
impetus for regular replanting is lacking.

32,000 trained by WCF, STCP, B&M Gates Foundation
180,000 trained by individual company initiatives, (150,000 Cadbury)
233,000 other farmers
445,000 farmers in Ghana produced in 2007/08>>>

690,000 tonnes cocoa versus aim of 882,000 t. in 2012
7

690,000 tonnes

Individual company initiatives

Appropriate training can increase a farmer’s

Cadbury: Cocoa Partnership Program (150,000 farmers)

productivity by 25%. The 212,0oo trained farmers

Cargill: Rural Education Program (30,000 farmers)

will increase production by 82,2oo tonnes.

Country strategy

Aim for 2012: growth of 28 % to 882,000 tonnes

In Ghana, the government announced recently its policy toencourage cocoa cultivation to raise bean production to 1 million
tons by 2010. But due to recent problems this target may not be
achieved.

The increase of 82,200 tonnes is not enough to achieve
the aim 0f 28% growth to 882,000 tonnes in 2012 in
Ghana.
10,000 trained farmers
10,000 other farmers
10,000 tonnes production

3 Cocoa grinding trends

8

One of the key features of the cocoa chain (Figure 1) ispercent, producing 1.4 million tonnes of liquid chocolate

the growing dominance of international companies inworldwide 5 (Figure 3).

trading, processing and manufacturing activities:
ADM, Barry Callebaut and Cargill are the most important
grinders. Together with Petra Foods and Blommer

Grinding volumes are expected to increase at an average

they control over 50% of the worldwide production ofof 1.5-2 percent a year due to increasing demand in thegrindings and liquid chocolate (Figure 3). Considering the

emerging markets in Brazil, China, India and Russia.

volume of their investments in capacity expansions andIn 2007/08 the total grinding volume of cocoa beans was

new factories the market share of these companies will

3,744,000 tonnes, of which 38 percent was processed incertainly expand during the coming years.

cocoa growing countries and 62 percent in the cocoa
importing and consuming countries.6 Comparison ofInterestingly, the crucial position of these grinders isgrinding volumes shows that beans are processed

not apparent from the supply chain. The grinders are thepredominantly in the consumption regions. However,closest to the farmers and have to collaborate with otherit is clear that higher volumes in the future will be

grinders and governments to secure quality production

processed in the cocoa producing countries

and volume. In most countries, the regional infrastructure
for marketing and extension has deteriorated and needs

Investing in grinding facilities in West Africa is stimulated

to be strengthened.

by European Union policies. EU has no import restrictions
for cocoa beans, but has different import tariffs for

The dynamics in the supply chain is evident in theprocessed cocoa (butter, paste and powder) for the EPA

establishment of new grinding facilities in producing

countries, SPGL countries and Third countries7 (Figure 4).

countries and in the establishment of new liquid

Processed cocoa can be imported tax-free into the EU

chocolate production facilities in consuming countries.

when it originates from any of the least developed

Grinders develop into producers of liquid chocolate

countries (EPA), like Ghana, Ivory Coast and Cameroon.

and supply chocolate manufacturers like Mars andEU levies an import tariff on processed cocoa products

Nestlé. For example, ADM recently acquired the German

originating from other countries, such as Brazil, Indonesia,

factory of Schokinag with a liquid chocolate production

Malaysia, Nigeria and Ecuador. Consequently, the import

capacity in excess of 60,000 tonnes. By 2012, the chocolate

tariffs protect the cocoa processing industry in the EU,

manufacturers will outsource up to 20-25 percent of theirdiscouraging the non-EPA cocoa producing countries

liquid chocolate production to third parties, the grinders.

from setting up their own processing industry to add local

This is equivalent to 350,000 to 550,000 tonnes of liquidvalue to their cocoa exports. Nevertheless, Ivory Coastchocolate. The ongoing concentration process in theand Ghana have identified mechanisms to stimulate local

grinding segment of the supply chain is obvious. In 2012,

processing by reducing the export tax on cocoa powder,

Barry Callebaut will have a market share of about 50-55

butter and paste.

Figure 3 Cocoa processing companies andtheir grindings and liquid chocolate production

9CompanyUSA

Headquater

USA

Switzerland

Singapore

USA

Production
520

500

of grindings

440

250

190

in 2006/7
75+ 5 %%

Liquidchocolate

220

190

300
+ 5 %%

production+ 10 %

in 2007/8+ 10 %

900

Liquid chocolate
production increase+ 25 %

by outsourcing of global
brands in 2012

Location of

Cameroon,

Ghana,

Russia, China,

Germany,

new grinding

Ghana,

Germany,

Japan, Malaysia

Brazilfactories

Netherlands

Netherlands—

figures in 1,000 tonnes

Figure 4 Import tariffs imposed by theEuropean Union on cocoa and cocoa
preparations

Figure 5: Grinding in producing andconsuming countries in 2007/2008

Product

10
EPA countries

SPGL countries

Third countries

Ground in

Ground in

Including

Including

Including

producingconsuming

Cameroon,

Brazil, Indonesia,

Ecuadorcountry

countries

Ghana, andMalaysia,

Ivory Coastand Nigeria

By local grinder

By global grinder

By global grinder
Ivory Coast 1,385,000 t
cocoa
beans

0%

0%

0%

cocoa
butter

0%

4.2 %

7.7 %

cocoa
paste

0%

6.1 %

9.6 %

cocoa
powder

0%

2.8 %

8.0 %

Ghana 690,000 t

Nigeria 195,000 t

Ivory Coast is not only the largest cocoa bean producer,
but also the biggest processor in the producing countries
with 9.5% of the grinding volume, worldwide. The foreign
multinationals ADM, Barry Callebaut and Cargill dominate

Cameroon 200,000 t

the local grinding market of Ivory Coast accounting for
more than 70%of the volume8. Recently Ghana welcomed
foreign grinders after years of restrictive policies (Figure 5).
In 2008, Cargill inaugurated a large grinding installation
with an initial capacity of 65,000 tonnes, and ADM will

Indonesia 570,000 t

follow in 2009 with 30,000 tonnes. With this expansion,
9

only 40% of the cocoa beans in Ghana will be processed by
local companies. Evidently, the producing countries will
not derive the full benefit of adding value by processing.
figures in 20,000 tonnes

Figure 6 Major chocolate manufacturers and their share of the world market in 2007

11

Company & marketshare

14.7 %

12.5 %

Production locations

8.3 %

7.8 %

7.3 %

6.8 %

All continents,

USA,

Europe,Europe, Russia,

Europe,Europe, China,

Nigeria,

Mexico,USA,

New Zealand,

RussiaRussia, USA,South Africa

Brazil,Argentina,

Australia,

India

MexicoArgentina, Africa

Brazil, Mexico
Expanding to
Dubai

Russia,Mexico,Poland,Russia,East Europe

India,

Rumania

Germany,

Japan

India

4 Chocolate manufacturing trends

12

Global consumption of chocolate and other cocoa

brands. Chocolate manufacturers design specific flavours

products is dominated by Europe (49%) and North America

for different markets and countries to suit consumer(22%). In 2008, the average consumption of chocolate

preference. Hershey, for example, focused on the American

confectionary in Europe was 5.2 kilos per head.

market with its typical American taste chocolate, for many

The demand for cocoa is expected to increase in thedecades. They have recently started production in Mexico

emerging markets: Brazil, China, India and Russia. In

and Brazil to enter the new emerging markets. Cadbury isterms of concentration, the chocolate and confectionerya British company that concentrated on the USA, Australia

market worldwide is dominated by six companies:

and New Zealand, and has lately shifted to 12 new coreCadbury, Ferrero, Hershey, Kraft, Mars and Nestlé (Figure

markets, including the BRIC countries and South Africa.

6).10 In 2007, the total chocolate confectionary market
was estimated to be worth ± € 54 billion11 and these six
companies, collectively, had a market share of nearly 60

Marketing budgets

percent.
Marketing expenses of the major chocolate
As a strategy for recognition as a global chocolate

manufacturers are enormous, and on the rise, for example

manufacturer, and to maintain that status, mostFerrero has spent in 2008 more than 19% for marketingcompanies commit increasing amounts of capital

expenses. Figure 7 illustrates the dimension of marketingfor product innovation, development, branding andexpenses of the six major chocolate manufacturers formarketing. Three types of outsourcing are evident inglobal branding and to establish new markets.

the industry. Firstly, outsourcing of primary processing- pressing cocoa beans into liquor, butter and powder;

If the six major chocolate manufacturers: Nestlé, Mars,

secondly, outsourcing of liquid chocolate which is

Cadbury, Ferrero, Kraft and Hershey diverted just one

expected to increase from the present level of about

percent of their marketing expenses (i.e. 86,000,000 dollars)

10 percent up to 20-25 percent in 201212 and thirdly,

into holistic training programmes and institutions forchocolate manufacturers outsource the final consumer

farmers, 50% of all cocoa farmers in the biggest cocoa

products to other companies, as for example, Nestlé gave

producing country, Ivory Coast, could be reached in one

the Lion candy bar production to Barry Callebaut.

year.

Most major chocolate products are not branded

The general chocolate market is saturated in the mostworldwide, as yet. All major chocolate manufacturers

important consumer areas and grows at a meagre 1-2

are active in creating real global brands to secure theirpercent per year. Premium chocolate market expands

position in the old and new markets, with what appears

at more than 10% and fetches higher profits. Therefore,

to be unrestrained expenditure on marketing. Mars isinvestment in new premium products is an important

probably, the most advanced in developing truly global

strategy for most manufacturers.

Figure 7 Marketing budgets of the six major chocolate manufacturers in 200813

20% of annual budget is spent on marketing

1% (86,000,000 $) of marketing expenses could be used to train 430,000 farmers(50% of all farmers in Ivory Coast)

The 6 major chocolate manufacturers spent
about 20% of their annual budget on marketing= $ 8,600,000,000 per year

5 Cocoa certification trends

14

Various multinationals acquired specialty companies,

Codes of conduct and certification of cocoa have prolifer-e.g. Hershey acquired Dagoba Organic and LCC/Scharffen

ated in recent years in response to the growing consumer

Berger, Cadbury purchased Green & Black’s, Mars enteredconcern about food production methods and their impact

the premium market in 2008 by introducing M&M

on the poor and the environment. Certification is thePremiums in the USA, and in 2008 Nestlé announced theprocedure by which a certification body gives a written

conversion of the Cailler factory to a central research &assurance that the quality of the cocoa and the production

development facility to develop premium chocolates.

process has been assessed, and that both conform to thespecified requirements. Four global production standards

Due to more and more discussion on healthy lifestyles

are relevant for the cocoa sector, namely Fairtrade, Organic,

and the dangers of being obese, the development ofRainforest Alliance and Utz Certified.13

healthy chocolate products is now a priority for chocolate
manufacturers. Barry Callebaut, Mars and Nestlé devote

Codes of conduct require suppliers to meet standards

a large proportion of their research and development

on food safety, working conditions and environmentally-budget to create chocolate products that enhancefriendly production practices. This market-based approach

health & wellbeing by reducing the sugar content and/or

to the sustainable development of the cocoa sector has

eliminating antioxidants.

given the producers many opportunities, for example,
training, access to new markets, and enhanced efficiency

Another important development, as illustrated in theand revenues. The adoption and implementation of thesefollowing chapter, is the proliferation of codes of conduct

codes could directly improve and protect the economic,

and certification in the cocoa sector. Sustainabilitysocial and environmental conditions of a cocoa grower.

through consumer labels with certification is starting to

However, full access to benefits, for those most in need,

be seen as a good business practice. A good example in theis restricted by various obstacles, for example, limited

Netherlands is Verkade’s (United Biscuits) decision to havedemand, investment and audit costs.

all their chocolate products Fair Trade certified, in 2009.
The supply of certified cocoa is increasing rapidly. In 2010,
certified cocoa is expected to top 100,000 tonnes, equal to
3% of the world market. All production standards expect
an increasing demand for certified cocoa in the near future
to more than 40% (Figure 8). The knowledge of certification
procedures and training is at hand in the producing
countries but pressure from consumers, trade unions andNGOs is indispensable to realize their full potential. The
companies’ perspective on certification is mostly to createa safe and trustworthy production chain for the consumers.
However, without outside pressure, their policy would not15necessarily be directed at promoting and safeguarding

appears they see certified products as no more than nichesustainable production chains, including all the relevant

products in their brand portfolio. Cadbury bought Green &economical, ecological and social aspects.

Black’s for the high quality organic chocolate segment andHershey acquired Dagoba for organic specialty chocolate.

Figure 9 shows the interest of grinders in certification,

Hershey also entered into an alliance with Starbucks Coffee

and the dynamics of the market. The biggest push for theCompany. Together they will create and market a new Star-

market will come from Cargill, if it manages to sell 36,000

bucks-branded premium sustainable chocolate line in thetonnes of Utz Certified beans as certified beans to theirUSA. Until now, certified products of Hershey and Cadbury

major chocolate manufactures in 2010. ADM delivers

were only produced by daughter companies. Mars is very

organic cocoa and Fairtrade cocoa to the United Kingdom.

hesitant about marketing certified products; so far only

ADM also runs a traceable cocoa cultivation program

online consumers can buy the Mars Organic chocolate bar.

producing more than 20,000 tonnes for selected customers
in Ivory Coast.14 Barry Callebaut processes Organic andMars and Nestlé are participating in the development ofFairtrade cocoa on a bigger scale and is involved inan Utz Certified cocoa standard. Until now, no concreteorganic cocoa production projects in Tanzania, Uganda,

commitment regarding buying intentions and volumes of

Dominican Republic and Brazil.15 Recently, Blommer started

certified cocoa beans has been publicised.17 Some 36,000

off certification projects with Olam in Ivory Coast withtonnes of certified cocoa would be available in 2010. If Mars

Rainforest Alliance. In fact, every grinder, except Petraand Nestlé are really interested in procuring cocoa from

Food, is familiar with traceability and the requirements forcertified producers, this offers them a unique opportunity

certification.

to start off with a certified mainstream product.

Figure 10 shows that Cadbury is the first multinational

Kraft is presently engaged in the development of achocolate manufacturer to use certified Fairtrade cocoa for

Rainforest Alliance chocolate, but there is no firma conventional chocolate product on the British and Irish

announcement on the introduction of this certified

market. Herewith the procurement of Fairtrade cocoa

product. If Kraft is committed, the volume of Rainforest

produced in Ghana will triple from around 5,000 tonnes toAlliance certified beans that will be available in 2010 is

15,000 tonnes annually. Cadbury’s announcement is in line

sufficient for a mainstream product.

with its Cocoa Partnership Program, an initiative to improve

A specific niche market has been discovered by Mars andthe working and living conditions of 500,000 Ghanaian

Kraft selling Rainforest Alliance chocolate drinks in thecocoa farmers in the next ten years.

United Kingdom. Here, multinationals like MacDonald’s

16

and IKEA stimulate the introduction of certified products.
Cadbury, Hershey and Mars have begun to take an interest

Important chocolate manufacturers like Ferrero, Kraft andin consumer labels and source a small proportion of their

Nestlé have not shown any clear commitment as yet, in

cocoa under the Organic production standards. Althoughprocuring certified cocoa to support farmers who comply

these mainstream manufacturers are getting involved, itwith minimal social and environmental standards.

Figure 8 Expected availability of certified
cocoa in 2009 and 2010

Figure 9 Cocoa grinders and theirproduction standards in 200916

Grinder
36000

40000

35000

10000

Ground certified cocoa

8000

10000

13000

15000

12000

20000

20000

25000

25000

26000

30000

5000

0 tonnes
2009
2010

Organic

Fairtrade

Rainforest Utz Certified
Alliance

Figure 10 Chocolate manufacturers and their consumer labels in 200917

Global brands

Certified cocoa 2009 Blended into mainstream products

Certified cocoa 2009 Premium products

Mars online

Dagoba chocolate

Green&Black’s

chocolate bar in USA

in USAchocolate

6 Chocolate consumption trends

18

Consumer demand for chocolate is directly related tothe premium chocolate and mainstream quality chocolate

the economic development of a country. Hence, cocoa

segments (Figure 11). The fact that a price discountermarkets with their own consumer preferences will, nolike Lidl and a large confectioner like Verkade (United

doubt, emerge in Brazil, Russia, India, Japan and China.

Biscuits) are able to introduce 100% certified chocolate

Consumption of chocolate is still heavily concentrated

into the mainstream market, should encourage otherin just two areas of the world: Europe and USA. Moresupermarkets and confectioners to do likewise.

specifically, just 5 countries, USA, Germany, France, UK

In addition, marketing for sustainable products in generaland Russia consume over 50% of the world chocolate

could stimulate the perception and decision of the final

production. Less than 20% of all chocolate is consumed

consumer.

in the producing countries in Latin America, Africa andAsia.18 In general, total consumption is expected to riseby 1-2% per annum over the next few years. The growthrate of consumption over the last 5 years was 2% peryear in Europe, 3% per year in the USA, over 6% per year
in the newly emerging markets and over 12% in the highpremium quality segment.19 The consumer demand inEurope and the United States shows an increase for
specialty chocolate products, with a high content of cocoafrom specific countries.
The Netherlands is seen as a good testing ground for
introducing sustainable products. In the Netherlands,
the retail sector is the main distribution channel for
chocolate products. Six retailers dominate the market
in the Netherlands and their chocolate products reacharound 16 million consumers. Ahold and SuperUnie20 havealmost 60% of the Dutch market share. The consumer
can choose from a bewildering variety of brands andsupermarket private label chocolate products. As a matterof fact, consumers in the Netherlands can choose tobuy chocolate from three market segments: expensive
high-quality premium chocolate, different brands ofmainstream quality chocolate, and inexpensive bulk
low-value chocolate. Certified chocolate is available inFigure 11 Availability of certified chocolate in the Dutch retail sector

19

Name & Holding Dutch market shareld 29.8
8%
Ahold

SuperUnie 29.5%

Schuitema 14.0%

Laurus 7.5%

Lidl Stiftung & Co 3.8%

High-quality premium chocolate (10 % of total market)

53

€ 1.

39

€ 1.

29

€ 1.

€ 1.

€ 1.

€ 1.

65

49

€ 1.

45

€ 1.

39

39

Mainstream quality chocolate (55% of total market)

19

19

€ 1.

€ 1.

19

€ 1.

89

€ 0.

60

€ 0.

€ 1.

€ 0.
€ 0.

19

19

€ 1.

85

85

60

19

€ 1.

€ 0.

65

€ 0.

31

€ 0.

50

€ 0.

39

€ 0.

€ 0.

70

Bulk low-value chocolate (35% of total market)

29

€ 0.

34

€ 0.

€ 0.

39

7 Conclusions

20

Cocoa production
The worldwide demand for cocoa beans is on the rise.

problems at farm level. To ensure quality cocoa, now and

The present bean production must be raised by nearly 20

in the future, grinders, together with the governments

percent if we are to satisfy the expected demand of 4.4of their main suppliers, must invest heavily to develop amillion tonnes in 2012. Considering the bleak situation in

more sustainable cocoa chain: they must invest in small

Ivory Coast, the most important cocoa producing country,

cocoa farmers.

this will be a formidable challenge for all stakeholders
involved. Most smallholders do not receive adequate

Chocolate manufacturing

training, either by government or companies. In Western

The core-business of manufacturers in the cocoa value

Africa, the current individual company and industry

chain has moved towards marketing and branding oftraining programmes, scheduled until end 2010, will reachchocolate products and product development. The

less than 14% of the cocoa farmers. All in all, the sector

interweaving of grinding and manufacturing and thefaces a severe shortage in the coming years; an adequate

dynamics of the sector are illustrated in Figure 12. The

demand-supply ratio cannot be guaranteed. Significant

well-known chocolate manufacturers’ claim of having

efforts to invest in the human capital of farmers arelittle power over their value chain is untenable. Clearly,

necessary to meet the expected quality and quantity ofthese manufacturers could easily be the driving force tococoa beans.

stimulate markets for sustainable chocolate products.
On a yearly basis, these companies invest huge sums of

Cocoa grinding

money on marketing to create a global image for their

The grinders are closest to the farmers in the cocoa

products, and to introduce new products to the market.

value chain. Within a short span of time, the grinders

One percent of the annual marketing budget, of the six

have become the most powerful stakeholders in the

major chocolate manufacturers, is a staggering sum

chain due mainly to the ongoing concentration processof US$ 86,000,000. If only this one percent is dedicatedin grinding and outsourcing of liquid chocolate. On theto farmer training programmes, it would more than

one hand, the three grinders ADM, Barry Callebaut andsufficient to engage half the Ivorian Coast cocoa farmers

Cargill are establishing more grinding factories in thein a one year cocoa improvement programme. At the same

producing countries, and on the other hand, they are

time, sustainable production could become an integral

taking over more and more of liquid chocolate production

part of the positioning and marketing of their portfolio

from chocolate manufacturers, at the other end of theof brands. Consequently, chocolate manufacturers could

chain. Interestingly, these grinders are not visible tocontribute to raise substantially the consumer awarenessthe end consumer; hence less vulnerable to criticism

on sustainable issues in consuming and producing

compared to chocolate manufacturers with known

countries.

brands. Nevertheless, grinders have a pivotal role to playin addressing the social, environmental and economic

Figure 12 Repositioning of grinders andchocolate manufacturers in the cocoa chain

21

Branding

Farmers▼

Producing Countries

Grinders

Manufacturers▼

Consuming Countries

Consumers

Cocoa certification
Furthermore, chocolate manufacturers could source

certified chocolate products to the mainstream market iscertified cocoa and produce labelled products to improve

encouraging.

the social, environmental and economic conditions at thevery inception of the chain: the cocoa farming system.

ChangeIn 2010, 100,000 tonnes of certified cocoa will be in the

Without producers there will be no chocolate andmarket. The negligible share of certified cocoa procured

without consumers there will be no market for theby the six main chocolate manufacturers suggests

farmers’ products. It is, as simple as that. Both ends ofthey have no immediate plans for the large scale use

the chain need investments to be sustainable. However,of certified cocoa. So far, it is used only for a few highly

the industry seems inclined to invest vast sums of money

visible products, like labelled fancy chocolate drinks, on-

at only one end of the chain: the consumers, and on one

line chocolate bars and specialty products.

topic: branding. Industry is underestimating the situation

Nonetheless, consumers clearly show concern aboutat the other end of the chain: the cocoa bean producers.

cocoa production and its impact on people and theIn the long run this would be unsustainable for the wholeenvironment. The successful introduction of different

cocoa sector. This must change, and change now. We mustcertified chocolate bars in the Dutch market over the last

address the social, environmental and economic needs

few years is promising. The fact that a price discounterof the producers. Then, and only then, can we be assured

like Lidl and a large well-known confectionary brandof an adequate supply of quality cocoa, now and in thelike Verkade are able to successfully introduce 100%

future.

8 Important links, abbreviations and literature

Sources for figures22
Fig 2: - Estimation for 2012 by ICCO, statistical data, annual
forecasts of production http://www.icco.org- TCC (2008) “Breaking the vicious circle in the cocoa sector
by scaling up training for cocoa smallholders”- Personal communication with STCP/ITTA (January 2009)- Press release: Gates Foundation, Partners Pledge $90
Million to Boost Incomes of Small
Farmers in Africa (19-02-09) www.gatesfoundation.org- ADM, Armajaro, Barry Callebaut, Cadbury Schweppes
plc, Cargill, Kraft Foods, Mars Inc. and Nestlé (2007)“Responsible, Sustainable Cocoa Farming: IndividualCompany Efforts”- Cadbury Cocoa Partnership Program http://www.cadbury.
com
Fig 3: Adapted from Profundo (2008) “Selected issues in cocoa
trading and financing” - research paper prepared for the
Tropical Commodity Coalition
Fig 4: - Numbers adapted from ICCO Quarterly Bulletin of Cocoa
Statistics Vol. XXXIV No 2, Cocoa year 2007/8- Oxfam International Research Report (2008) “Towards asustainable cocoa chain”

Sources– Oxfam International Research Report (2008)“Towards a sustainable cocoa chain”– TCC (2008) “Breaking the vicious circle in the cocoa sector by
scaling up training for cocoa smallholders”– TCC (2008) “Sweetness Follows, 2nd edition,
A rough guide towards a sustainable cocoa sector”– TCC (2006) “Coffee Barometer 2006,
Certified coffee in the Netherlands”– Vrolijk H (2007) ‘Cacao: Stille Sterkte’ (p. 110-130),
In: Snijders H, Vrolijk H, Jacobs D,‘De economische kracht van agrofood in Nederland’Rijks Universiteit Groningen, the Netherlands

Fig 5: - Data adapted from company annual reports, company
websites, trade magazines- TCC (2008) “Sweetness Follows, 2nd edition, A rough guide
towards a sustainable cocoa sector”
Fig 6: Numbers adapted from Cadbury Schweppes plc (2007)“Annual Report & Accounts 2007”
Fig 7: - Data adapted from company annual reports, company
websites, trade magazines- TCP/ITTA http://www.treecrops.org- photo: Soni David, ITTA/STCP
Fig 8: Personal communications from the different standard
setting bodies
Fig 9: Data adapted from individual company websites
Fig 10: - Press release: Cadbury gobbles Green & Black’s (13-05-05)
http://www.guardian.co.uk- Press release: Hershey Purchases Dagoba, Leading
Manufacturer of Organic Chocolate(19-10-06) http://www.thehersheycompany.com
Fig 11: - Research done by the Tropical Commodity Coalition in
October 2008; prices are in €/100 g- Personal communication from VBZ (02-2009)

Colophon
Text: Tropical Commodity coalition: Bärbel Weiligmann,
Sjoerd Panhuysen, Mieke van Reenen & Oxfam Novib: Gine Zwart
Research: Food World R & C, Crem, Profundo
Photo: farmers, Soni David, IITA/STCP
Design and graphs: Tegenwind, Roelant Meijer, Utrecht
Print: Drukkerij Mostert & van Onderen, Leiden
March 2009

Footnotes

Abbreviations
23

1 Green, M (2009) “Ivory Coast cocoa
industry stares at bleak future” inFinancial Times 14-01-09
2 ICCO (2008) Annual forecasts ofproduction and consumption
3 ICCO (2008) Annual forecasts ofproduction and consumption
4 Press release: Gates Foundation,
Partners Pledge $90 Million to Boost
Incomes of Small Farmers in Africa (1902-09) http://www.gatesfoundation.org
5 Barry Callebaut, Investor’spresentation, 2008
6 ICCO (2008) Statistics, quarterly bulletin
7 EPA countries are the least developed
countries. SPGL countries are moredeveloped countries, which still are
granted (slightly) preferential importtariffs by the European Union. Third
countries are all other countries,
most of which are (fairly) developed
countries.
8 Oxfam International Research Report(2008) “Towards a sustainable cocoa
chain”
9 Oxfam International Research Report(2008) “Towards a sustainable cocoa
chain”, Cargill News 2009.

Participants

10 Lebensmittelzeitung 2 May 2008 , p.18
Based on LZ and Euromonitor data
11 Barry Callebaut, annual report 2007
12 Barry Callebaut, Swiss Equities
Conference at Zurich, May 3 2007. Basedon Euromonitor 2006
13 ILRF (2008) The cocoa protocol: Successor Failure? http://www.laborrights.org
14 ADM presentation WCF, Ecuador
15 Barry Callebaut, Cabosse (2008)“Organic cocoa farming, expanding
opportunities for cocoa farmers”
16 Cadbury (2009) Press release: Cadbury
Dairy Milk commits to going Fairtrade(04-03-09)
17 Utz Certified (2007) Annual report 2007
18 Barry Callebaut, Swiss Equities
Conference at Zurich, May 3 2007. Basedon Euromonitor 2006
19 Barry Callebaut, 4-03-2008: Origin
chocolates grows with 22%, organic
with 12% and dark chocolate with 17%
per year.
20 SuperUnie is a cooperation of 16
supermarkets (Plus, Jumbo, Dirk, COOP,
Hoogvliet, Spar, Deen, Dekamarkt, Jan
Linders, Nettorama, Sanders, Sligro,
Vomar, Poiesz, Boni en MCD)

ADM
Archer Daniels Midland
BRIC
Brazil, Russia, India and China
CAOBISCO Association of the Chocolate,
Biscuit and Confectionary
Industries of the EU
CEO
Chief Executive Officer
COCOBOD Ghana Cocoa Board
CSR
Corporate Social
Responsibility
EPA
Economic Partnership
Agreements (with theEuropean Commission)
EU
European Union
ICCO
International Cocoa
Organization
ICI
International Cocoa Initiative
IFOAM
International Federationof Organic Agriculture
Movements
IITA
International Institute forTropical Agriculture
ILRF
International Labor Rights
Forum
NGO
Non Governmental
Organization
R&D
Research and Development
RA
Rainforest Alliance
STCP
Sustainable Tree Crops
ProgramTCC
Tropical Commodity Coalition
UN
United Nations
USA
United States of America
WCF
World Cocoa FoundationTropical Commodity Coalition
for sustainable Tea Coffee Cocoa
24

Tropical Commodity Coalition (TCC) comprises eight
non-governmental organisations: Hivos, Oxfam-Novib,
Solidaridad, Oikos, Somo, Fairfood, India Committeeof the Netherlands, BothEnds and two trade unions,FNV Bondgenoten, CNV Bedrijvenbond. It cooperates
with NGOs and trade unions in coffee, tea and cocoa
producing countries to improve the social, environmental
and economic conditions at the beginning of the coffee,
tea and cocoa value chains.
TCC addresses the social, environmental and economic
conditions in the coffee, tea and cocoa chains throughorganising informed debates, in both the South and theNorth. The TCC ensures coordination of the members’
activities where needed and compiles lessons learnt
and promotes the interchange of strategies to build
shared understanding and approaches to sustainability
in these commodities. TCC shares its knowledge andinfluences policies and plans of companies, standard
bodies, CSR initiatives, governments, NGOs and unions todevelop and implement sustainable practices efficiently
throughout the coffee, tea and cocoa chains. TCC creates
an enabling environment for civil society stakeholders
from producing countries to join and take an active partin the sustainable commodity debate.

Raamweg 16
P.O. Box 85565
2508 CG The Hague
Tel + 31-70-3765500
www.teacoffeecocoa.org