Way to Go Lidl!

Discount grocer Lidl Netherlands has introduced a new private brand sustainable ‘Way to Go’ branded chocolate bar, in the flavors pure, milk, caramel & sea salt, and coconut & pecan.   The cocoa for the Way to Go bars is purchased directly from the farmers of Fairtrade cooperative Kuapa Kokoo in Ghana. By paying the Fair Trade premium to Kuapa Kokoo, farmers can work increase their income. The premium is used to invest in various projects so that farmers can also earn income from other activities and increase their cocoa yield in a sustainable way. This makes cocoa farmers less dependent on the cocoa yield alone and they strengthen their position.

All Lidl chocolate is already certified with UTZ, Rainforest Alliance or Fairtrade.

“The challenges in cocoa are still very big. The majority of cocoa farmers live in extreme poverty. We, therefore, appreciate Lidl’s first step in paying an extra premium in order to work towards a liveable income for farmers, “says Alien Huizing Supply & Development Manager, Stichting Max Havelaar.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.