BRASSMAN

This is indeed an interesting move. However, I would like to caution on making preemptive judgments on the best way to foster processes of 'sustainable development'. We clearly have to be watchful of 'greenwashing' and corporate players making token concessions for the sake of the CSR agenda. However, although Fairtrade is an excellent tool and has many positive effects, the evidence is not conclusive enough to instantly say that fair trade is better than other mechanisms. Some research and analysis actually supports the idea that this scheme of Cadbury might in fact be more beneficial than a fairtrade framework.

Lets not get too carried away with what we think we know - but instead take some time to question the knowledge that we have, and understand how we can look to develop our understanding of these very complex issues...