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Academic publications

RECONFIGURATION OF THE COCOA INDUSTRY AND POVERTY REDUCTION IN COTE D’IVOIRE, , 05/2014, Abidjan, (2014) , (Academic Publication)
Open Data Barometer - 2013 Global Report, Davies, Tim , (2013) , (Academic Publication)
The Role of Cooperative Organizations in Rural Community Development in Nigeria: Prospects and Challenges, Hussain, Muhammad Shehu , Academic Research International , 05/2014, Volume 5, Issue 3, Usmanu Danfodiyo University, Sokoto, NIGERIA., (2014) , (Academic Publication)
Challenges of farmers’ innovativeness in central zone, Tigray, Ethiopia A, Gebre, Girma Gezimu, and Zegeye Dawit Mamo , International Journal of Agricultural Policy and Research, 05/2014, Volume 2, Issue 5, Ethiopia, p.223, (2014) , (Academic Publication)
Analysis of Incentives and Disincentives for Cocoa In Ghana , Asante-Poku, A, and Angelucci F , 04/2013, Accra, (2013) , (Academic Publication)

The search for value and meaning in the cocoa supply chain in Costa Rica

anna laven's picture
TitleThe search for value and meaning in the cocoa supply chain in Costa Rica
Publication TypeJournal Article
Year of Publication2012
AuthorsHaynes, J., Cubbage F., Mercer E., and Sills E.
JournalSustainability
Volume4
Issue7
End Page1466 - 1487
Date Published2012
Publication Languageeng
Keywordsaccess to markets, farmer entrepreneurship, farmer income, farmers & production, transparency
Lead

Qualitative interviews with participants in the cocoa (Theobroma cacao) supply chain in Costa Rica and the United States were conducted and supplemented with an analysis of the marketing literature to examine the prospects of organic and Fairtrade certification for enhancing environmentally and socially responsible trade of cocoa from Costa Rica. Most respondents said that they were seeking better product differentiation and marketing than has been achieved under the organic and Fairtrade systems. Many suggested that more direct recognition of individual growers and the unique value of their cocoa throughout the production chain would be more helpful than certification for small companies in the cocoa supply chain. These findings suggest new marketing techniques that convey an integration of meaning into the cocoa and chocolate supply chain as a differentiation strategy. This involves integration of the story of producers’ commitment and dedication; shared producer and consumer values of social and environmental responsibility; and personal relationships between producers and consumers. This marketing approach could enhance the ability of smaller companies to successfully vie with their larger competitors and to produce cocoa in a more environmentally and socially acceptable manner.

URLhttp://www.mdpi.com/2071-1050/4/7/1466/pdf

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