Ben & Jerry’s Builds On Its Social-Values Approach

LONDON — Ben & Jerry’s, which prides itself on having introduced the world’s first Fairtrade vanilla ice cream in 2006, announced this year that it planned to become the first entirely Fairtrade major ice cream brand globally by 2013.

The Fairtrade logo on food signifies to consumers that growers have received a fair price for their produce and that a portion of the purchase price will be used to further economic development.

In the four years since it started with vanilla, the brand has extended Fairtrade certification to its Chunky Monkey, Chocolate Macadamia and Vanilla Toffee Crunch flavors.

Fairtrade sourcing will be introduced across the entire range in Europe by 2011, helping farmers to receive a living wage, work under ethical conditions and invest in their communities and businesses.

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