Grocery / Gifts

Fazer 'Blue' chocolate Cocoa School campaign

Fazer 'blue'chocolate

Year: 2012

Type: corporate charity fundraising campaign

Availability: original front page campaign advert in 5 August edition of the Helsingin Sanomat newspaper (small photo of whole page here and partial close-up incuding text here)

Translation: this page is also available in the original Finnish, here

Page reference: Kemppainen, E. (2013) Fazer ‘Blue’ chocolate’s Cocoa School campaign. followthethings.com (http://followthethings.com/fazerschoolenglish.shtml last accessed <insert date here>)

Lego re-creations

 

 

Descriptions

In West Africa states of Ivory Coast and Ghana, 1,8 million 5-17-year-old children are working in cocoa plantations, according to information gathered by the American University of Tulane, commissioned by the United States Department of Labor. ... 40 percent of the 820 000 children working in Ivory Coast don’t go to school. Only five percent of the Ivorian children get a salary for their work. The responsibility in cocoa production emerged in a public debate in Finland when the confectionary producer Fazer announced its plans to build a school in Ivory Coast (Source: Anon 2012a, np link).

The company advertised in their webpage and on the front page of [Finland's leading daily newspaper] Helsingin Sanomat, amongst others, to use 5 cents from every Fazer “Blue” 200 grams milk chocolate bar sold during August for building a school in their sponsor village Biéby [in the Ivory Coast] (Source: Hujanen 2012, np link).

The campaign was organised in all countries where Fazer operates [Finland, Sweden, Russia, Estonia, Norway, Denmark, Latvia and Lithuania] (Source: Anon 2012a, es link).

The building construction of the school begins in the autumn 2012 and the aim is that the school starts operating in the autumn 2013. There will also be a small cocoa plantation next to the school where the students will be taught about sustainable cocoa agriculture and right ways of taking care of trees (Source: Anon 2012b, np link).

On 5 August Fazer’s ad comprised the whole front page of Helsingin Sanomat. The ad said in golden letters: ”the recipe for the good: build a future for the children”. In the ad Fazer piously announced to build a school in the “African sponsor village Biéby”. A school to Africa, what could be lovelier. ... A whole front page ad in Sunday Helsingin Sanomat costs 50 579 euros. According to Church Aid one can build a reasonable school in Africa for 70 000 euros. So if Fazer had spent the 50 759 euros for building a school instead of an ad it would’ve almost been built already. But building a school wasn’t the main purpose in this campaign, was it (Source: Kaarenoja 2012, np link).

Finnish chocolate is suffering with sugar coating. Yle [public broadcasting media], amongst others, has reported how Finnish chocolate is being produced with child labour. The affordability of the chocolate produced in West Africa is based on underpaid labour and child labour which is at its worst connected to human trafficking. Finnwatch tells of about 100 000 sold children. According to estimates there are up to one million child labourers working in West African cocoa business. Depending on the source, the state of cocoa business is presented in very different tones. [For example,] On Fazer’s webpage you can go for a cocoa trip where you can meet smiling small farmers (Source: Paakkinen 2012, np link).

In the beginning of September [Vappu Kaarenoja] the head editor of [Helsinki student newspaper] Ylioppilaslehti and after that, among others, columnists in Helsingin Sanomat and Voima-magazine criticised Fazer’s advertisement campaign (Source: Kantola 2012, np link).

Maybe this [Helsingin Sanomat] column will urge Fazer to act even more efficiently for a more equitable production of chocolate. There is hope because Fazer is the most beloved brand for Finns and globally the brightest star of our country (Source: albiceleste 2012, np link).

Inspiration / Process / Technique / Methodology

The Fazer Blue charity campaign has aroused a lot of discussion, both for and against. I want briefly to tell about Fazer’s work with responsible sourcing of cocoa - the topic is important to us since cocoa is one of our central ingredients. Our starting point is that the responsibility is systematic and runs through the whole delivery chain. It is important to us that all the criteria for responsibility get fulfilled - obeying the law and paying taxes are just some of the criteria. ... We are increasing the amount of sustainably produced cocoa in our purchasing all the time. Fazer has been a member of the World Cocoa Foundation since 2005 and we collaborate with international cocoa and chocolate organisations. Besides developing the traceability, fulfilling the criteria for responsibility, visits and international co-operation, we have our own sponsor village in Ivory Coast, Biéby. In the campaign carried out in August we we’re raising funds for building a secondary school in Biéby (Source: Leena Majamäki - Fazer Communications / PR officer - 2012, np link).

Fazer chocolate’s Blue charity campaign has raised discussion in the social media after a column published in Helsingin Sanomat. ... According to the criticisers, the campaign will not solve the harsh flaws of the cocoa plantations, such as child labour (Source: Hujanen 2012, np link).

Discussion / Responses

Fazer surely does not approve of using forced labour or child labour. However, in 12 years the company has not been able to make sure that the company profits are not produced with the work of child slaves. This they will not promise now, either. Instead, Fazer promises a school. Right now Finnish chocolate eaters think it looks good if the company builds a school for African children. ... Of course it’s not about Fazer only, not even chocolate. It’s about a world with too much money and will to make bad things look good, too little of either one to change them. In 2020 the child slaves from which the chocolate discussion started are either dead or grown up. Some of them might still be working hard in the cocoa fields like thousands of adult slaves do now. Nobody has promised anything to make their status better (Source: Hirvonen 2012, np link).

Shame on the one who invented the concept of corporate responsibility. It has resulted in nothing but awkward campaigns, discomforting reports and loads of half-baked political science theses on corporate responsibility. For me it’s enough if the company does not break the laws and kindly pays taxes. I don’t wish for them to make the kind of ads that undermine people. Beloved Fazer, we know that you’re not really interested in the education of the Africans. And that’s ok. Let’s stop pretending. We eat chocolate, you pay taxes. Let’s not mix this up with African children (Source: Kaarenoja 2012, np link).

There are fundraisers all the time - how many people give any money to the Red Cross? Or any other? At least people buy chocolate (Source: Hmm... 2012, np link).

Does somebody actually believe that they have paid 50.000€ for the front page. Wake up. The pricing of the print is something a bit different for the big customers. Maybe 20.000€ would be closer (Source: Paisutellaan 2012, np link).

It’s good that Helsingin Sanomat does in-depth work in a field that is discussed and way too little. Every time it’s about wrong methods in child raising and exploitation, it must be brought out, even if it would destroy remarkable business in the home country (Source: Anon 2012c, np link).

I believe the issue was first raised by Vappu Kaarenoja in Ylioppilaslehti, rather than what HS [Helsingin Sanomat] implies ... Is this the case that HS just wanted to wash its hands of participating in an ethically suspicious activity where it got caught up by publishing (and accepting the advertising charge of) Fazer’s campaign ad (Source: Bozeman 2012, np link)?

The [Helsingin Sanomat] columnist [Elina Hirvonen] attacks only Fazer. Shouldn’t we bring forth all the chocolate producers, why just Fazer? Even if it is the biggest in Finland. But the topic is important, however, and the writing necessary (Source: SonjaHAi 2012, np link).

... the topic will best stick in Finnish people’s hearts when we talk about a firm that is really familiar to every Finn - and Finnish, on top of that. So that we would get everybody to think that how we Finns can also be a part of something like this? If it was let’s say some German cheap company all this would be understood better but we’re talking about Finnish now. This is one of the things when you think if you can do anything about it? If we start boycotting everything, we couldn’t eat about anything. Bad consciousness just keeps growing. And you don’t hear about these things before someone highlights it this way. SIGH (Source: pohku 2012, np link)!

‘Fazer has its own sponsor village called Biéby in Ivory Coast [...]. Fazer endows Biéby through the ECHOES-programme of World Cocoa Foundation. The aim of the programme is to give the youth of the farming community professional education on things related to cultivating cocoa in pursuance of school education. ... By the end of 2011, 560 youngsters in Biéby have been given education on cultivating cocoa and there are 100 200 cocoa trees planted on 55 new cocoa plantations, in accordance with the knowledge of the ECHOES-programme’ (Vastuullinen vaikuttaja magazine, spring 2012, p. 20). I wonder why they have not revealed this kind of information in the campaign? When thinking about the effectiveness of responsibility work it is essential to know that it is not just one school that is being built but a longer-term responsibility work (Source: Kutinlahti 2012a, np link)!

This is the reason why Fazer apologised http://tv1.yle.fi/juttuarkisto/dokumentit/ulkolinja-kitkera-totuus-suklaasta [the 2010 documentary ‘The Dark Side of Chocolate] (Source: Kitkerä totuus 2012, np link).

This [discussion] surely was a necessary shake-up and a discussion opener. One needs to be able to open up about hypocrisy ... Even the reply of Fazer’s representative [Leena Majamäki above] shows hypocrisy. In the same breath as they talk about charity, they announce that ”[w]e are increasing the amount of sustainably produced cocoa in our purchasing all the time.” The previous sentence can be read in this way too: ”We still keep buying also the chocolate produced in unfair ways even though fair chocolate is also available” (Source: Juuso 2012, np link).

It is interesting that Fazer did not reveal the schedule of their objectives. In the Vastuullinen vaikuttaja-lehdessä (spring 2012) published by FiBS it says (page 20): ‘Fazer’s aim is to find out the origin of all the cocoa ingredient it is using by 2017, when also all of its ingredient needs to be responsibly produced ...’ (Source: Kutinlahti 2012b, np link).

It is staggering that Fazer has not produced an organic or Fair Trade alternative of its popular products - nor have the other big confectionery companies either. That would surely make the original popular product look worse (Source: vya 2012, np link).

Kemikaalicocktail’s blog already discussed this issue in April [2012], so in that sense the columnist in HS was a bit late (http://www.kemikaalicocktail.fi/2012/04/fazer-reilukauppa/). It explains why Fazer does not use Fair Trade cocoa (at the moment it cannot be traced, which is openly admitted also by the personnel of Fair Trade) (Source: Luhtarölli 2012, np link).

It is one of the biggest challenges of the chocolate industry to supervise the whole production chain. Through middle-men we try to affect that we work correctly. We do not accept using child labour. But the fact is that nobody can give a hundred percent guarantee for the chocolate that comes from West Africa, says the chief executive officer of Fazer Confectionery, three quarters of whose chocolate is from West Africa. ... The long production chain, through which the baton [of responsibility] is often passed, means the big European agents in Netherlands, England and Germany, to whom the cocoa beans are being transported for processing. From there the products processed into ingredients - cocoa powder, cocoa mass and cocoa butter - arrive at Finnish chocolate producers. The companies have not, however, taken up the possibilities to avoid child labour ... The use of child labour can and must be restricted through supervision. At the moment the actions of the chocolate industry for supervising the issue have been rather minor and insufficient, to be honest, says the chief executive officer of Finnwatch Janne Sivonen (Source: Frilander 2011, np link).

Even with Fair Trade chocolate one cannot be sure that the production chain does not include children or victims of human trafficking (for example ref: http://news.bbc.co.uk/panorama/hi/front_page/newsid_8583000/8583499.stm). It is useless in the consumer countries to panic about what one can and cannot buy. Instead, use your energy to develop things and change attitudes in the problems of the countries of origin and the international agreements (Source: Koulutuksen arvo 2012, np link).

[The Fair Trade system] Probably ...has its defects, as well, but at least there is aim, try and supervision. And in many cases there is a cooperative that produces things. The cooperative also uses its income to build and maintain schools, for example (Source: Raparperi 2012, np link).

Nothing stands in the way of the chocolate producers to choose Fair Trade ingredients, in which case this kind of self-indulgent charity campaigns would become unnecessary. The certification system of Fair Trade guarantees a minimum wage for the producers and in addition to the payment for the raw material they pay an extra that is used precisely to organise these schools and other infrastructure and services that are lacking. ... The aim should be that already in the near future all the cocoa products in the grocery stores should be certified so that the primary producers are adults that get a proper salary/production price, unionizing is free and social conditions are fine. It should not be too much to ask since we’re talking about nothing more than a luxury product. I would willingly let the importing of other than certified cocoa to be totally banned (Source: Saunan takaa 2012, np link).

Fair Trade cocoa would most likely be available…for a fair price of course. This leads us, however, to the point that Juuso [a commentator] or 95 percent of the commentators here would doubtfully be ready to pay for this in the consumer price (Source: Knight Rider 2012, np link).

I always buy Fair Trade chocolate myself. Even though it is half the more expensive than the normal even as a low-income I can afford it because cocoa is not any basic commodity. If one cannot afford it, one can well be without it. The so called “poverty” does not justify the slavery of those even poorer. (Source: Saunan takaa 2012, np link).

An easy solution, stop eating chocolate. Or is it just easier to blame firms for injustice, even though you maintain it yourself by buying the products of those firms (Source: Yliolan ajattelija 2012, np link)?

How do you think that boycotting would make a difference? In the real world all people will not participate in that so the income of the producers would fall a little bit but not totally. How do you think that this would reflect to the status of the exploited children and other labourers? The answer: it would make their conditions worse (Source: Otsoveli 2012, np link).

The words slavery and child together always evoke feelings. If you are going to vote with your feet e.g. stop using products from the cocoa plantations it is good to remember that cocoa beans are used in the production of many other things that chocolate as well. Cocoa butter can be found in many cosmetic products, make-up, soap, medical lotions, weight-looser products and commodities. Cocoa is used in the production of flavorings and colourants to be aded on cakes and baked goods, for example. If you are going to boycott you need to leave quite a lot of things on the shop shelf (Source: Axie 2012, es link).

The communal responsibility of a company needs to be based on fair trade and transparent structures in all of the production phases. Lacking communal responsibility cannot be replaced by charity campaigns (Source: Paakkinen 2012, np link).

I still think that it is worth looking for these places where people’s selfish advantages make them do a little bit more good. Of course Fazer builds a school and looks after its image with this thing but this is not a bad thing. Even that one school somewhere there would not exist and people would eat about the same amount of chocolate even if Fazer’s ad said: “Eat chocolate because chocolate is good!” It is also simplified to think that with law and order we could create a system where there is no grey area for the company activities. There always is a possibility to act at least a little bit less bad or a little bit less well. I want the companies try their best in that and this is called communal responsibility. I claim that the case here has been to realize Fazer’s main mission (to sell a lot of chocolate and make a big profit) and alongside something good has been done (some school somewhere). Who is actually losing here? (Source: Heikki Sairanen 2012, np link).

I agree, it is always a good call if the important issues are shown in the ads (help, the importance of education etc.). The ad was a good call from F[azer]. Anyone in this world that can afford advertising could more often give advertising space to important things (Source: Ihme vinetystä 2012, np link).

One should profit from good-will. However, I think [Ylioppilaslehti editor]Vappu [Kaarenoja] still has a solid point there: if Fazer had used the money used in the whole page ad in Africa instead and on top of that launched a Facebook campaign in which it would have promised to pay for the rest with the five cent share of every chocolate bar bought, the thought would have started to virally spread, F[azer] would have got positive visibility and the people would have bought the chocolate. (However some would have simultaneously thought why they still cannot get Blue in Fair Trade.) Then all would have won. Now Helsingin Sanomat won. Fazer got a negative reputation for its greenwash-like ethical try but might of course still get advantage from the ad if people act without thinking (Source: Satu L 2012, np link).

And: what if Fazer would have act like this: they would have build the school, taken a picture of it and put a tiny leaflet of it inside 50 000 chocolate packages. It would not have cost much more than that ad in Helsingin Sanomat. The act would have spoken for itself better and more than that ill-advised advertisement and the image value would definitely be more convincing (Source: Tap-Ant 2012, np link).

Just throwing ideas around here. The main thing is that we talk, that will bring publicity, good or bad. This is how even we are still playing Fazer’s game (Source: Ellu 2012, np link).

The circle of poverty can best be cut with education. To build a school in the region and make sure that the children go to school instead of working in the cocoa plantations is really the right thing to do. ... Ah, and by the way, the state exists there as well, it probably has some responsibility over this and also should have build the school there too… Who could enlighten that government and tell them which gains there are if the people are more educated and hence are able to feed themselves and their families and finally even get money to circulate? Is that Fazer’s responsibility as well (Source: Koulutuksen arvo 2012, np link)?

Next they will probably show the lucky ones of Fazer’s chocolate school: in other words, a couple of cuter and luckier ones get picked out from the million little kids living in the misery and slavery of the cocoa plantations to go to the school (Source: Anon 2012d, np link).

Well er Fazer buys its cocoa dirt cheap from the producers using child labour (they do not believe in Fair Trade) which is the reason for those communities not being able to build schools with their own funds. Then they play to be saviours by selling more of that product produced almost with slave labour. Well done. The only righteous responsibility would be to pay a proper, higher price for the raw material (Source: Verve 2012, np link).

The issue is two-sided. On the other hand charity is always a good thing but if one wants to hide bigger problems, such as child slavery, bad working conditions etc. with the positive image gained from it, it is a bit questionable. Everybody know that child labour is a problem in cocoa plantations, we have information about child slaves even. It would be righteous and ethical also of Fazer to affect this issue (Source: Lissu 2012, np link).

A good video of the issue: https://www.youtube.com/watch?v=hpAMbpQ8J7g ‘I’m not against charity in an abstract sense, of course, it’s better than nothing. Just, let’s be aware that there is an element of hypocrisy there’ (Source: Zezik sen sanoi 2012, np link).

... we should deal with the reason, not the consequence. This will probably go to the politics side, however, which means that fazer and others cannot affect with nothing but a strict quality control unit and the uprightness of directors. In other words directors and investors need to accept that the profits will decrease a little bit when you actually need to pay salary for the workers (Source: Anon 2012e, np link).

The chocolate producers should show that they have guts and demand quality and honestly produced chocolate. Fine by me if the Fazer Blue costs 2e or 5e. Strict supervision, increased price of chocolate and a proper compensation to the farmers. Or how high would the price of the bar go if the supervision worked and the production was 100% ethical (Source: MT 2012, np link)?

Impacts / Outcomes

During most of September people have spectacularly gone through Fazer’s responsibility and its effectiveness. This example has been a outstanding example of corporate responsibility, its effectiveness and strategic responsibility (Source: Kutinlahti 2012b, np link).

In the Fazer Blue Facebook group the campaign has aroused discussion on corporate responsibility and the conditions of the cocoa farmer families but also about other people in the need of help near and far (Source: Majamäki 2012a, np link).

The goal achieved, attention paid - this many opinions (Source: Erkki 2012, np link).

I surely will not be buying fazer blue as far as the help is given abroad! Of course they need help abroad too but there are Finnish people that need help first: the children, elderly, sick and etc. (Source: Tuija Pekkanen 2012, np link).

Fazer’s chocolate campaign resulted in such a huge public discussion in the social media and the press that the company now has to apologize for it (Source: Anon 2012f, np link).

The bakery and confectionery producer Fazer is apologizing for the malaise caused by the recently ended chocolate campaign and promises to invest in the responsibility of the cocoa delivery chain (Source: Hujanen 2012, np link).

Fazer apologising in panic, promised to change its manners and publicly sprinkled the ashes on itself. The whole chain of events was refreshing. People are not as stupid as the firms suppose. 50’s style advertising campaigns do not work anymore (Source: Enbuske 2012, np link).

So with basic mathematics Fazer sold in August only 2 782 900 pieces of 200g chocolate bars? So about every other Finn bought that specific product in August? I must say that in that case Finnish people eat hell a lot of chocolate. Working in marketing, I think that to link charity straightforwardly to the sales of one product - especially with such a low share - is always precarious. The big companies could (and hopefully will) do their charity quietly (Source: Timo 2012, np link).

Fazer has published the result of the campaign on their blog. The campaign raised about 139 000 euros of funds while Fazer and the World Cocoa Foundation estimated the construction costs for the school to be about 120 000 euros. In the end of September (26.9.2012) Helsingin Sanomat published a column with the headline: ‘Say slave when you want chocolate’. In the column it says how child labour is commonly used in cocoa plantations and how chocolate producers (including Fazer) can’t make sure if child labour is being used in their plantations (Source: Kutinlahti 2012b, np link).

Fazer announced that it has raised 139 145 euros of funds with the campaign in question. This gives a rather amusing tone to the [critical] writing of Vappu Kaareonja (Source: Markku 2012, np link).

If Fazer would have paid for one school straightforwardly, good. But with advertising and luring people to participate, we keep the poor conditions of African children in the public eye. If even one person wakes up through the ad in question to think about how one could help even more and does something about it, we have won much more than just a school (Source: Sinikka 2012, np link).

Yes, Fazer’s ad made me feel faint. I had no clue about the ‘child slaves’ in the African cocoa bean plantations. Do I buy Fazer in the future? It will now take time to get over the shock, so for now I will change to Panda and I also like Marabou. So that my chocolate world will not fall because of Fazer’s stupid and arrogant bilderberger type of ad. Luckily there are options (Source: Anon 2012g, np link).

the point is not to stop eating chocolate but that the customers would know in what kind of conditions the everyday, affordable and easily accessible products are made for them and who make them. the point is also that there are options, for example Fair Trade chocolate (Source: ommm 2012, es link).

I have started to buy Fair Trade chocolate because of this problem. Even though I still do not know what kind of conditions it comes from (Source: Stube 2012, np link).

Thank you to [Helsingin Sanomat journalist] Elina Hirvonen for speeding up the conversation! Fazer has wanted to communicate that being ethical is important to them. The practical proof is still lacking. Now I wish for prompt action and more concrete deeds from Fazer. Many big companies, such as Cadbury's, have already shown the way and started to produce their most popular chocolate bar with Fair Trade chocolate. Fazer is still hesitating with how to proceed in practice. My own perception is that even if no system is perfect Fair Trade is the best existing alternative. Interesting argumentation on the issue related specifically to Fazer can be found here, for example: http://hankalaasiakas.blogspot.fi/ [‘trickycustomer’] I would be delighted to buy Fazer Blue as a Fair Trade version myself. I have also given customer feedback to Fazer about the topic. While waiting for Fazer to pull itself together, I will buy Fair Trade chocolate from other producers. For example Pirkka has many reasonably priced alternatives (Source: DjZiggy 2012, np link).

Thank you to the social media, more and more companies really need to see how things get done. More active dialogue with the customers, NGO/NPO agents and putting the values to work in practice. It would be good for the advertising and communications companies to grow a spine as well. (Source: Sami 2012, np link).

We also have the power to demand for example legislation in the EU area in which the producer selling a product here is obliged to investigate that child labour is not used. There is no need to blame anyone but there are many to ways to cut down child labour if there is will (Source: Pinkviini 2012, np link).

The Fazer case was conclusively wrapped up by the news in Markkinointi & Mainonta magazine (28.9.2012) about the most valued brands in Finland. In the first place there was Fazer Blue and on the second there was Fazer itself. I link this study to the same responsibility case because it has probably had mainly negative impact on the Fazer brand (Source: Kutinlahti 2012b, np link).

TNS Gallup published its results for the Reputation and Responsibility 2012 study last week.  We did greatly once more, despite everything. The study was made in the autumn 2012 when we in Fazer had our hands full of work with maintaining the reputation. Our products and services did not reach the expectations and our sponsor village campaign raised a lot of discussion. The events of the autumn worked as a small dip in our overall and responsibility reputation but all in all Fazer’s reputation was again in the top ten company reputations (Source: Flanagan 2013, np link).

When the secondary school gets finished the school will become part of the public school network in Ivory Coast. The local officers will be in charge of the contents of the teaching and the everyday school work, such as choosing the teachers, salaries and the amount of students. We [Fazer] will surely support as per our abilities with the procurement of school supplies, for example. the decisions about the school activities will be done where both the school and the expertise on local school world and teaching practices are located. In Fazer, we surely will follow the development of the school going and there already is a plan for a visit tour to the school next year. (Source: Majamäki 2012b, np link).

Fazer’s responsibility work will most definitely not end now that the charity campaign has ended - raising funds was just the beginning. If you want to get advantage of your responsibility work, make sure that you tell your interest group about the impacts of your work in the long term. Fazer’s school will get finished  in a year. Then it is the time to tell how much money the project took and what kind school they were able to build with it. Even more important is to report on the school activity and the effect of the education on the living conditions of the local population - that is the most important responsibility work here! Building a school itself does not do anything, it is the education that creates responsibility (Source: Kutinlahti 2012a, np link).

References / Further Reading

albiceleste (2012) Comment on Hirvonen, E. (2012) Sanokaa orja, kun haluatte suklaata. Helsingin Sanomat 26 September (http://www.hs.fi/kulttuuri/Sanokaa+orja+kun+haluatte+suklaata/a1348542670256 last accessed 6 February 2013)

Anon (2012a) Amerikan suklaajätti siirtyy käyttämään vastuullista kaakaota. Helsingin Sanomat 4 October (http://www.hs.fi/talous/Amerikan+suklaaj%C3%A4tti+siirtyy+k%C3%A4ytt%C3%A4m%C3%A4%C3%A4n+vastuullista+kaakaota/a1305603443192 last accessed 8 February 2013)

Anon (2012b) Fazer rakentaa koulun kummikyläänsä. Aromi magazine 20 July (http://aromilehti.fi/aromi-lehti/2012/07/fazer-rakentaa-koulun-kummikylaansa/ last accessed 5 February 2013)

Anon (2012c) Fazer kehittää kaakaon alkuperän jäljitettävyyttä. Fazer.com, News, 24. huhtikuuta (http://www.fazer.com/fi/NEWS_CONTAINER/INTERNATIONAL-CORPORATE/Fazer-kehittaa-kaakaon-alkuperan-jaljitettavyytta-/ last accessed 5 February 2013)

Anon (2012d) Periaatteessa kyllä. Comment on the discussion forum of Iltalehti newspaper. Päivän puheenaiheet, Pilasiko kampanja Fazerin maineen? 27 September (http://portti.iltalehti.fi/keskustelu/showthread.php?s=0e6480170805935578be027f62a9a7e3&t=823272&page=3 last accessed 5 February 2013)

Anon (2012e) Comment on the discussion forum of Iltalehti newspaper. Päivän puheenaiheet, Pilasiko kampanja Fazerin maineen? 27 September (http://portti.iltalehti.fi/keskustelu/showthread.php?t=823272&page=4 last accessed 5 February 2013)

Anon (2012f) Comment on the discussion forum of Iltalehti newspaper. Päivän puheenaiheet, Pilasiko kampanja Fazerin maineen? 27 September (http://portti.iltalehti.fi/keskustelu/showthread.php?t=823272&page=5 last accessed 5 February 2013)

Anon (2012g) Fazer pyytää anteeksi. Seinäjoen Sanomat 27 September (http://www.seinajoensanomat.fi/artikkeli/149774-fazer-pyytaa-anteeksi last accessed 8 February 2013)

Anon (2012h) Comment on the discussion forum of Iltalehti newspaper. Päivän puheenaiheet, Pilasiko kampanja Fazerin maineen? 27 September (http://portti.iltalehti.fi/keskustelu/showthread.php?t=823272&page=8 last accessed 5 February 2013)

Bozeman (2012) Comment on Pekonen, J-P. (2012) Fazer pahoittelee kampanjaansa ja lupaa parantaa vastuullisuutta. Helsingin Sanomat 27 September (http://www.hs.fi/kotimaa/Fazer+pahoittelee+kampanjaansa+ja+lupaa+parantaa+vastuullisuutta/a1305601890039 last accessed 8 February 2013)

Axie (2012) Comment on Hirvonen, E. (2012) Sanokaa orja, kun haluatte suklaata. Helsingin Sanomat 26 September (http://www.hs.fi/kulttuuri/Sanokaa+orja+kun+haluatte+suklaata/a1348542670256 last accessed 6 February 2013)

DjZiggy (2012) Comment on Hirvonen, E. (2012) Sanokaa orja, kun haluatte suklaata. Helsingin Sanomat 26 September (http://www.hs.fi/kulttuuri/Sanokaa+orja+kun+haluatte+suklaata/a1348542670256 last accessed 6 February 2013)

Ellu (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

Enbuske, T. (2012) Sanokaa valtio, kun haluatte hyvää. Helsingin Sanomat 1 October (http://www.hs.fi/kotimaa/Sanokaa+valtio+kun+haluatte+hyv%C3%A4%C3%A4/a1305602779544 last accessed 8 February 2013)

Erkki (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

Flanagan, A-M. (2013) Keskustelu kannattaa. Fazer.fi 29 January (http://www.fazer.fi/Pala-Fazeria-Blogi/Dates/2013/1/Keskustelu-kannattaa/ last accessed 8 February 2013)

Frilander, J. (2011) Suomalaista suklaata tehdään lapsityövoimalla. Yle 10 August (http://yle.fi/uutiset/suomalaista_suklaata_tehdaan_lapsityovoimalla/5405009 last accessed 8 February 2013)

Hmm… (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

Hirvonen, E. (2012) Sanokaa orja, kun haluatte suklaata. Helsingin Sanomat 26 September (http://www.hs.fi/kulttuuri/Sanokaa+orja+kun+haluatte+suklaata/a1348542670256 last accessed 6 February 2013)

Hujanen, T. (2012) Fazer pahoitteli suklaakampanjaansa, "tiedostaa haasteet". Taloussanomat 27 September (http://www.taloussanomat.fi/kotimaa/2012/09/27/fazer-pahoitteli-suklaakampanjaansa-tiedostaa-haasteet/201238687/12 last accessed 8 February 2013)

Ihme vinetystä (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

Juuso (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

Kantola, K. (2012) Fazer tietää kymmenyksen kaakaonsa alkuperästä. Yle 27 September (http://yle.fi/uutiset/fazer_tietaa_kymmenyksen_kaakaonsa_alkuperasta/6311422 last accessed 8 February 2013)

Kitkerä totuus (2012) Comment on Hujanen, T. (2012) Taloussanomat, News, 27 September 2012. taloussanomat.fi (http://www.taloussanomat.fi/kotimaa/2012/09/27/fazer-pahoitteli-suklaakampanjaansa-tiedostaa-haasteet/201238687/12 last accessed 8 February 2013)

Knight Rider (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

Koulutuksen arvo (2012) Comment on Hirvonen, E. (2012) Sanokaa orja, kun haluatte suklaata. Helsingin Sanomat 26 September (http://www.hs.fi/kulttuuri/Sanokaa+orja+kun+haluatte+suklaata/a1348542670256 last accessed 6 February 2013)

Kutinlahti, M. (2012a) Case Fazer, osa 2: Mitä tästä opimme? Unelmasta Totta 6 October (http://unelmastatotta.wordpress.com/tag/fazer/ last accessed 8 February 2013)

Kutinlahti, M. (2012b) Case Fazer, osa 1 – mitä tapahtui? Unelmasta Totta 1 October (https://unelmastatotta.wordpress.com/2012/10/01/case-fazer-osa-1-mita-tapahtui/ last accessed 8 February 2013)

Lissu (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

Luhtarölli (2012) Comment on Pekonen, J-P. (2012) Fazer pahoittelee kampanjaansa ja lupaa parantaa vastuullisuutta. Helsingin Sanomat 27 September (http://www.hs.fi/kotimaa/Fazer+pahoittelee+kampanjaansa+ja+lupaa+parantaa+vastuullisuutta/a1305601890039 last accessed 8 February 2013)

Majamäki, L. (2012a) Fazerin Sininen keräsi varoja koulun rakentamiseen. Pala Fazeria 12 September (http://www.fazer.fi/Pala-Fazeria-Blogi/Dates/2012/9/Fazerin-Sininen-kerasi-varoja-koulun-rakentamiseen/ last accessed 8 February 2013)

Majamäki, L. (2012b) Comment on Majamäki, L. (2012) Fazerin Sininen keräsi varoja koulun rakentamiseen. Pala Fazeria 12 September (http://www.fazer.fi/Pala-Fazeria-Blogi/Dates/2012/9/Fazerin-Sininen-kerasi-varoja-koulun-rakentamiseen/ last accessed 8 February 2013)

Majamäki, L. (2012c) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

Markku (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

MT (2011) Comment on Frilander, J. (2011) Suomalaista suklaata tehdään lapsityövoimalla. Yle 10 August (http://yle.fi/uutiset/suomalaista_suklaata_tehdaan_lapsityovoimalla/5405009 last accessed 8 February 2013)

ommm (2012) Comment on Hirvonen, E. (2012) Sanokaa orja, kun haluatte suklaata. Helsingin Sanomat 26 September (http://www.hs.fi/kulttuuri/Sanokaa+orja+kun+haluatte+suklaata/a1348542670256 last accessed 6 February 2013)

Otsoveli (2012) Comment on Hirvonen, E. (2012) Sanokaa orja, kun haluatte suklaata. Helsingin Sanomat 26 September (http://www.hs.fi/kulttuuri/Sanokaa+orja+kun+haluatte+suklaata/a1348542670256 last accessed 6 February 2013)

Paakkinen, I. (2012) Näkökulma: Fazer tarjoaa sokeroitua kärsimystä. Voima 25 September (http://fifi.voima.fi/artikkeli/2012/syyskuu/nakokulma-fazer-tarjoaa-sokeroitua-karsimysta last accessed 8 February 2013)

Paisutellaan (2012) Comment on Anon (2012) Fazer pahoittelee suklaakampanjaansa Talouseläm. M&M: Markkinointi & Mainonta 27 September (http://www.marmai.fi/uutiset/fazer+pahoittelee+suklaakampanjaansa/a2147432 last accessed 8 February 2013)

Pinkviini (2012) Comment on Enbuske, T. (2012) Sanokaa valtio, kun haluatte hyvää. Helsingin Sanomat 1 October (http://www.hs.fi/kotimaa/Sanokaa+valtio+kun+haluatte+hyv%C3%A4%C3%A4/a1305602779544 last accessed 8 February 2013)

pohku (2012) Comment on Hirvonen, E. (2012) Sanokaa orja, kun haluatte suklaata. Helsingin Sanomat 26 September (http://www.hs.fi/kulttuuri/Sanokaa+orja+kun+haluatte+suklaata/a1348542670256 last accessed 6 February 2013)

Raparperi (2012) Comment on Hirvonen, E. (2012) Sanokaa orja, kun haluatte suklaata. Helsingin Sanomat 26 September (http://www.hs.fi/kulttuuri/Sanokaa+orja+kun+haluatte+suklaata/a1348542670256 last accessed 6 February 2013)

Sairanen, H. (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

Sami (2012) Comment on Blencowe, A. (2012) Miten yritykset voisivat parantaa vastuullisuuttaan? Yle 27 September (http://yle.fi/uutiset/miten_yritykset_voisivat_parantaa_vastuullisuuttaan/6312214 last accessed 8 February 2013)

Satu L (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

Saunan takaa (2012) Comment on Hirvonen, E. (2012) Sanokaa orja, kun haluatte suklaata. Helsingin Sanomat 26 September (http://www.hs.fi/kulttuuri/Sanokaa+orja+kun+haluatte+suklaata/a1348542670256 last accessed 6 February 2013)

Sinikka (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

SonjaHAi (2012) Comment on Hirvonen, E. (2012) Sanokaa orja, kun haluatte suklaata. Helsingin Sanomat 26 September (http://www.hs.fi/kulttuuri/Sanokaa+orja+kun+haluatte+suklaata/a1348542670256 last accessed 6 February 2013)

Stube (2012) Comment on Hirvonen, E. (2012) Sanokaa orja, kun haluatte suklaata. Helsingin Sanomat 26 September (http://www.hs.fi/kulttuuri/Sanokaa+orja+kun+haluatte+suklaata/a1348542670256 last accessed 6 February 2013)

Tap-Ant (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

Timo (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)           

Tuija Pekkanen (2012) Comment on kampanjaa Keräämme elokuussa yhdessä suklaanystävien kanssa varoja Biébyn kylään rakennettavaa uutta yläkoulua varten. Fazerin Sininen Facebook-ryhmä, 7 August (http://www.facebook.com/fazerinsininen/posts/419779908068960?comment_id=4762603&offset=0&total_comments=80 last accessed 8 February 2013)

Verve (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)           

vya (2012) Comment on Hirvonen, E. (2012) Sanokaa orja, kun haluatte suklaata. Helsingin Sanomat 26 September (http://www.hs.fi/kulttuuri/Sanokaa+orja+kun+haluatte+suklaata/a1348542670256 last accessed 6 February 2013)

Yliolan ajattelija (2012) Comment on Hirvonen, E. (2012) Sanokaa orja, kun haluatte suklaata. Helsingin Sanomat 26 September (http://www.hs.fi/kulttuuri/Sanokaa+orja+kun+haluatte+suklaata/a1348542670256 last accessed 6 February 2013)

Zezik sen sanoi (2012) Comment on Kaarenoja, V. (2012) Ihmisten aliarvioinnin Suomen ennätys. Ylioppilaslehti 10 September (http://ylioppilaslehti.fi/2012/09/ihmisten-aliarvioinnin-suomen-ennatys/ last accessed 5 February 2013)

 

Compiled and translated from the original Finnish by Eeva Kemppainen, edited by Ian Cook. Legoing by Eeva Kemppainen, Ruby Cook and Ian Cook. (last updated February 2013).