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Increasingly, consumers put more emphasis on the way chocolate is being produced. An example is the Dutch ‘Groene Sint’ campaign, promoting certified chocolate letters for this yearly celebration. Before, consumers were more concerned with the quality of the chocolate, in terms of taste, and the consumer price. Now, they also place emphasis on the way chocolate is being produced and whether also the cocoa producer also benefits from this. This changing demand of consumers contributes to the pressure on the industry to work towards a fair and sustainable cocoa chain.

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