Household favourite, organic chocolate maker Green & Black's revealed earlier this week that it plans to switch its global food and beverage range to Fairtrade by the end of 2011. This move from the world's leading manufacturer of organic Fairtrade chocolate has posed the question for international eco-enthusiasts: Isn't it about time for the entire chocolate market to open wide to a Fairtrade solution?

Green & Black's were the first company to launch an official Fairtrade product for sale in the UK. The chocolate firm's Maya Gold chocolate went on sale to British appetites nearly 15 years ago. And by the end of this year, all Green & Black's products, including food and beverage, will carry the revered blue and green Fairtrade stamp of approval. Plans for a complete conversion are set to make their way through the 30 countries the chocolate makers distribute to by the close of 2011.

Not only will this provide siginificant funding for Fairtrade, through a rapid increase of worldwide sales, it will also expand and consolidate existing Fairtrade relationships with cocoa farmers through capital funding.

Developing business agreements like these are a formidable way of establishing regulations that seek to benefit all parties involved. And the Fairtrade Foundation's growth is another way to acknowledge the emerging prominence of Green markets.

In just over a decade, the Fairtrade market has grown from a net value of £22m in 1999, according to Co-op surveys, to harvesting £635m in product sales, with the Co-operative predicting that this year's sales could see the Fairtrade company exceed the £1bn barrier in 2010. At present, Green & Black's annual retail sales are estimated at £65m, which would add an additional growth-spert to the greener side of the chocolate market.

The Fairtrade funding generated by this move will be invested in Dominican Republic farmers. The funding, which is estimated at approximately £300,000 a year, will support initiatives set to increase sustainability by improving quality, yields and education, which will boost income for local farmers and help protect the cocoa industry by securing the supply of high-quality organic cocoa beans and sustain the brand's international growth.

Market analysts seem encouraged by this bold move by leaders Green & Black's and expect to see similar approaches taken by competitive companies.

Dominic Lowe, managing director of Green & Black's, said: "We buy quality, organic Trinitario cocoa beans from co-operatives in the Dominican Republic, and have done so for 10 years. Up until now we have committed US $500,000 in local initiatives to improve quality and availability, but we wanted to do more to support farmers."

It is by developing trade relationships like these that the Fairtrade organisation set out in its fledgling stages.

The Fairtrade Foundation (UK) executive director, Harriet Lamb, commented: "This newest commitment to Fairtrade will enable producers to benefit themselves, scale up their businesses and invest in their communities, not just now but for the future."

This move represents the latest in a series of recent developments within the food and beverage industry. It seems that the Fairtrade Foundation is set to find new and growing support as a widening market of chocolate lovers finally begin to demand all things Fair.

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