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Green & Black's is undoubtedly one of the best-known brands in retail, and is one of the very few to be feted both for its quality and for its ethical credentials. The chocolate has everything: it's wickedly delicious, it's luxurious, and yet it is also good for the planet, and good for the people who produce it. No other brand has done more to convince the world that Fairtrade and organic methods of production are not only desirable alternatives to the norm, they're also extremely practical and viable.Green & Black's was launched in 1991 by an ex-hippy organic wholefood pioneer, Craig Sams, and his journalist wife, Josephine Fairley, with virtually no cash. From those tentative beginnings, it has grown into an internationally renowned $100 million brand. In "Sweet Dreams" Craig and Josephine will share the adventure of Green & Black's, and include marketing and business insights they picked up along the way. "Sweet Dreams" will be a must-read for anyone who has dreamed about leaving the rat-race and striking out on their own, and will provide a blueprint for the new generation of ethically minded entrepreneurs.
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Ethicalsuperstore.com product code: 64279
Shipping Weight: 500g
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Ethical Superstore staff reviewWhat starts out as an introduction to Craig and Jo, the couple who conceived and developed this internationally recognisable chocolate brand, soon morphs into descriptions of business plans and market analysis.
However far from being turgid or overly detailed, the book manages to maintain the personal voice it starts out with, whilst not once loosing the readers’ attention. One device it uses is in-setting the main text with interesting little asides, from recipes for chocolate brownies to memorable words of philosophical wisdom, and from chocolate tasting techniques to facts about growing cocoa beans.
I also particularly enjoyed the parts of the book which they dedicated to describing the trials, tribulations and most importantly triumphs of their fair trade cocoa farmers in Belize. As someone who has spent quite a lot of time in this Central American country, Craig and Jo’s account of this element of their business further opened my eyes to a really interesting part of the world, and how much working with a company which believes in fair trade really has helped the people there.
The book also addresses a couple of popular questions which surround the Green & Black’s brand, namely why is it only the Maya Gold bar which carries the fair trade certification, and what motivated the takeover by Cadburys? I’m not going to give away any of the answers now – but give this book a try, you won’t be disappointed!
This publication should come with a health warning however - this book is likely to encourage excessive chocolate consumption – you won’t be able to resist the temptation!
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