CADBURY is steering clear of prominent advertising of its Fairtrade accreditation in this country because, it says, Australians know so little about ethical and green brands.The chocolate bars of its flagship brand, Dairy Milk, began to appear in the shops with the Fairtrade label in March.
But its corporate affairs chief, Daniel Ellis, says the company has not plans to trumpet its new certification. Speaking at a forum on green branding in Melbourne yesterday, he said the company believed Australian consumers were poorly informed about ethical and environmental accreditation, and such claims could leave the brand open to accusations of ''greenwashing''.
'If we come out and say 'Isn't our chocolate great? And now its Fairtrade', there would be so much cynicism that it's just another marketing ploy.'
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