Cadburys Path to Sustainability

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Corporate Social Responsibility (CSR) has several benefits to an organization from various perspectives. CSR is beneficial to the employees and customers who are motivated by the good that CSR stands for. CSR enables a company to boost its reputation using conventional reputation drivers such as perception, performance, fairness, products, services, and innovation. People's relationship with a company is driven by their perception of the company (Du Cann, 1993). Subsequently, activities such as CSR that enhance the reputation of a company affect the willingness of consumers to positively associate with the company and the willingness of individuals to work for the company. In the case of Cadbury, their perceived unwillingness to look into the welfare of cocoa farmers was a cause of negative perceptions in the public eye.

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Fair Coffee Trade

Most of the coffee in the world is grown in developing countries that have a poor record of labor laws and human rights conditions. Non-Governmental Organizations (NGOs) are in a favorable position to promote sustainable products due to their unique relationship with the citizens and authorities. A multi-stakeholder partnership for fair products is a way for NGOs to participate in promoting fair trade practices in sustainable production. NGOs can use their positioning to bring together governmental authorities, citizens, focus groups and other stakeholders to build a multi-faceted approach towards promoting fair trade practices. Using a process approach that leads to product certification will enable the stakeholders to ensure the production process is sustainable and promotes fair trade (International Coffee Organization).

The Rise of Bioplastic

The world's population is rising steadily. The future needs to be safeguarded by the radical change in working towards environmental sustainability. In the future, businesses will constantly be under the task of maintaining the environmental sustainability of their value chains. Innovation is one of the possible solutions to this dilemma. With innovation, businesses can provide positive benefits accompanying the products and service line to their customers and the environment. From Schumpeters five types of innovation, new products, and new methods of production will be the most instrumental in the future for businesses to create environmental sustainability of their value chains (Fagerberg, Mowery & Nelson, 2005). The future of environmental sustainability of value chains is dependent on innovation in new products and methods of production.


Du Cann, R. (1993). The art of the advocate. Baltimore, MA: Penguin Books.Fagerberg,

J., Mowery, D. C., & Nelson, R. R. (2005). The Oxford handbook of innovation. Oxford: Oxford

University Press.International Coffee Organization, Developing a sustainable coffee economy. Retrieved from

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