Menakao and Chocolat Madagascar: Sustainable Chocolate Production in Madagascar
One of the most common questions we get asked is ‘Is your chocolate Fairtrade?’. While this seems like a yes or no question there really is no simple answer.
Print / PDFOne of the most common questions we get asked is ‘Is your chocolate Fairtrade?’. While this seems like a yes or no question there really is no simple answer.
Print / PDFBeyond Fairtrade: Menakao and Chocolat Madagascar
One of the most common questions we get asked is ‘Is your chocolate Fairtrade’. While this seems like a yes or no question there really is no simple answer. We stock an ever-increasing number of craft chocolate makers: some are certified Fairtrade and some aren’t.
But just because they don’t have the Fairtrade certification doesn’t mean their chocolate is ‘unfair’. Take chocolate maker Menakao. Based in Madagascar, it sources all their cocoa beans from local cooperatives in the Sambirano Valley (in total around 100 farmers). The beans are then made into chocolate in the chocolate factory Menakao built locally. All 50 of its permanent employees (plus ten temporary staff members) are paid above minimum wage with highly skilled staff receiving significantly more.
Menakao is not certified Fairtrade – it felt the cost of the certification would be better spent directly helping their staff in Madagascar by investing the money in its own operations there. By creating their chocolate locally, Menakao generates four times as much income for its employees.
Of course to create great chocolate you need more than just happy workers, you need great beans. Menakao works with local Madagascan farmers and cooperatives to ensure the supply of the best quality cocoa beans. This far more direct, transparent trade relationship without middlemen and go-betweens results in a better price for farmers. Menakao pays more than the Fairtrade premium price for its cocoa beans, which benefits both parties: farmers get more for their crop and Menakao gets the best quality cocoa beans to make its chocolate with!
Less than 5% of the world’s chocolate is produced in the same country where it is grown. Producing their chocolate locally, and from all Madagascan ingredients means that at every stage Menakao contributes to and supports the local economy.
Another example of similarly ethical production is family-owned Chocolat Madagascar. Like Menakao, every stage of the production, ‘from tree to bar’ happens in Madagascar – and its factory provides employment (and living wages) for its 125 staff. Chocolat Madagascar was set up by Chocolaterie Robert, who have been producing chocolate in Madagascar since 1940, and also pays their farmers far above the Fairtrade minimum price. In their turn, the farmers take a huge amount of care in their work, producing cocoa beans of an exceptionally high standard.
Since 2010 Chocolat Madagascar has been engaged in large scale reforestation projects in Madagascar. These provide further local employment and help to protect the unique and highly endangered Malagasy flora and fauna. The result is a business that does far more than simply paying Fairtrade prices: from people to plants, to wildlife to fine chocolate fans around the world – this sustainable business model helps everyone.
