Beyond Fairtrade: Mars turns on to sustainable cocoa

Howard-Yana Shapiro is global director of plant science and external research for Mars, the secretive food/confectionary empire. He sports a mesmerizing long white beard, which dates back beyond a decade of corporate life to when he founded a radical organic food company, Seeds of Change. Twelve years after Seeds of Change was sold to Mars — amid cries of betrayal from some customers — Shapiro recently announced that the world’s biggest chocolate company is committing itself to sustainable sourcing of the whole of its annual cocoa bean supply, worth more than US$1 billion. The policy starts with the Galaxy bar and by 2020 will encompass not just Galaxy and Mars but also Snickers, Twix and M&Ms. The new strategy also covers environmental issues and labor, dwarfing Cadbury’s pledge that all Dairy Milk chocolate will be Fairtrade later this year.