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Taking a Sustainable
Brand Mainstream
Craig Sams
Founder
Green & Black’s Chocolate
October 21 2015
The Future of Food
The Future of Biodiversity?
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SETTING TRENDS:
MACROBIOTICS
- Organic
- Wholegrains
- Food for health
- ‘Justice’ (Fair)
- Balanced
- Zen/Japanese (Miso, Nori)
- No Additives, hormones
- Avoid sugar
- Exercise
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Condemned by
Doctors
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Endorsed
By
Celebrities
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First Natural Food Store 1968
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1972 Information 1974
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First
Organic
Brown Rice
1971
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1971
“If sugar were discovered
yesterday it would be banned
and possibly turned over to the
Army for weapons research”
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First Organic Chocolate
First 70% Cocoa Solids Chocolate
First Chocolate with Transparent Supply Chain
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Women’s
Environment
Network
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March 1994 Maya Gold -
The First Fairtrade-marked Product
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Fairtrade Mark
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Gender benefits
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Ministry of Natural
Resources
Vision: to improve the quality of
life for the present and future
generations through sustainable
natural resource management
including an agriculture sector
that is fully diversified and
competitive
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Pesticide-free rivers
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Protected mangrove - Tarpon habitat
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More canopy habitat
Kentucky Warbler Wood Thrush
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Audubon Society – Scarlet Macaws
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Entrepreneurial Culture
Cirila Cho – Belize’s first artisan chocolatier
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1997
‘Carbon Neutral’ Future Forests became
The Carbon Neutral Company
‘Organic’
‘Wholegrain’
‘No GMOs’ One year after they were
introduced
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Organic sells:
Organic is cool:
Coolbrands Panel:
Coolest Food Brand
2006,2007,2008,2009,2010,
2011,2012,2013,2014
(Cooler than Prada)
+ 2015
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First
Bar
1991
1999 2007
Concept
1991
1995
Design by:
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Driving change – sugar and dairy
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BIOCHAR
TAKING SUSTAINABILITY TO THE FIELD
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Belize: Biochar + Cacao = fruit
within 3 years
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5 KPI’s
•Productivity and income
•Empowering women
•Diversification of income
•Child labour down + a future for youth in cacao
•Biodiversity and ecosystem resilience
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$ 40,000 1994
£ 40,000,000 Cadbury
2005
$400,000,000 Mondelez
2012
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DELIVERY PARTNERS
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Measuring outcomes
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Support from UNDP $ 00.00
Support from IDB $ 00.00
Support from Mondelez $ 00.00
Support from local banks: 8% interest loans
no collateral required
TODAY
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Taking a Sustainable Brand Mainstream
Craig Sams Founder
Green & Black’s Chocolate October 21 2015
The Future of Food
The Future of Biodiversity?
RESULT! Thank you