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One day, Willy Wonka… put an ad in the Evening Bulletin :

One day, Willy Wonka… put an ad in the Evening Bulletin : “I, Willy Wonka, have decided to allow five children … to visit my factory this year. These lucky five will be shown around personally by me, and they will be allowed to see all the secrets and the magic of my factory ”

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One day, Willy Wonka… put an ad in the Evening Bulletin :

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  1. One day, Willy Wonka… put an ad in the Evening Bulletin: “I, Willy Wonka, have decided to allow five children … to visit my factory this year. These lucky five will be shown around personally by me, and they will be allowed to see all the secrets and the magic of my factory” Charlie was one of the lucky ones to be shown around.

  2. One day, Willy Wonka… put an ad in the Evening Bulletin: “I, Willy Wonka, have decided to allow five children … to visit my factory this year. These lucky five will be shown around personally by me, and they will be allowed to see all the secrets and the magic of my factory” Charlie was one of the lucky ones to be shown around. But…

  3. One day, Willy Wonka… put an ad in the Evening Bulletin: “I, Willy Wonka, have decided to allow five children … to visit my factory this year. These lucky five will be shown around personally by me, and they will be allowed to see all the secrets and the magic of my factory” Charlie was one of the lucky ones to be shown around. But… There were some secrets Willy Wonka never told Charlie

  4. The chocolate industry’s romantic image

  5. Charlie and the chocolate factory • The brand Freia Melkesjokolade chosen as Norway’s ”Superbrand” • The tradition of Freia gründer Johan Throne Holst

  6. Romantic, naïve image • Distinctly different from other food products (e.g. coffee) • Image based on marketing • Realities of production little known

  7. Realities:

  8. Realities: • World market dominated by six multinationals: Mars/Masterfoods, Nestlé, Hershey, Cadbury, Ferrero, Kraft Foods

  9. Realities: • World market dominated by six multinationals: Mars/Masterfoods, Nestlé, Hershey, Cadbury, Ferrero, Kraft Foods • Increasing concentration (Three companies dominates 70% of Norwegian market)

  10. Realities: • World market dominated by six multinationals: Mars/Masterfoods, Nestlé, Hershey, Cadbury, Ferrero, Kraft Foods • Increasing concentration (Three companies dominates 70% of Norwegian market) • Enourmous profits (Three owners of Mars/Masterfoods all among the 25 richest persons in the world)

  11. Questions of business ethics • Marketing to children

  12. Questions of business ethics • Marketing to children • Industry’s role in the obesity epidemic

  13. Questions of business ethics • Marketing to children • Industry’s role in the obesity epidemic • The power of the multinationals (Kraft Foods’ owner Philip Morris/Altria is an economy as big as Slovakia and Tunisia)

  14. Questions of business ethics • Marketing to children • Industry’s role in the obesity epidemic • The power of the multinationals (Kraft Foods’ owner Philip Morris/Altria is an economy as big as Slovakia and Tunisia) • Corporations’ fortunes based on cocoa produced with child labour

  15. Questions of business ethics • Marketing to children • Industry’s role in the obesity epidemic • The power of the multinationals (Kraft Foods’ owner Philip Morris/Altria is an economy as big as Slovakia and Tunisia) • Corporations’ fortunes based on cocoa produced with child labour

  16. Squeeze on cocoa prices The tremendous power of the manufacturers enable them to “squeeze the prices in both ends of the production- and distribution-chain: the impoverished farmers who produce the commodity at one end, and consumers all over the world at the other end.”(French economist Frederic Clairmont)

  17. Squeeze on cocoa prices “Continuing pressure on prices and structural changes in cocoa bean producing countries, such as liberalisation, have taken their toll on the quality of cocoa beans and on the geographic spread of cocoa bean production – only the low cost producers survived” (Rabobank International)

  18. More than 70% of all cocoa grown in West Africa

  19. Leading producers: • Côte d’Ivoire 37% • Ghana 19% • Indonesia 14% • Nigeria 6% • Brasil 6% • Cameroon 5% (UNCTAD, 2003)

  20. Leading producers: • Côte d’Ivoire 37% • Ghana 19% • Indonesia 14% • Nigeria 6% • Brasil 6% • Cameroon 5% (UNCTAD, 2003)

  21. Cultivated from cocoa plants

  22. Production in small villages

  23. No telephones. No electricity. No running water.

  24. No public transport

  25. WorkersManually, hard work. Land clearance with machetes.

  26. WorkersPayment: $2 a day

  27. Cocoa farmers Income averages $ 829 per family (7-8 persons)

  28. Cocoa prices drop over time

  29. Living standards deteriorate

  30. Living standards deteriorate

  31. Côte d’Ivoire: • Living standards increase until 1985, then drop

  32. Côte d’Ivoire: • Living standards increase until 1985, then drop • Life expectancy fall from 45 (1970-75) to 41 (2000-2005

  33. Côte d’Ivoire: • Living standards increase until 1985, then drop • Life expectancy fall from 45 (1970-75) to 41 (2000-2005 • GDP per capita annual growth rate -2% (1975-2002)

  34. Côte d’Ivoire: • Living standards increase until 1985, then drop • Life expectancy fall from 45 (1970-75) to 41 (2000-2005) • GDP per capita annual growth rate -2% (1975-2002) • Half the population live on less than $2 a day (1990s) (Source: UNDP)

  35. Côte d’Ivoire: • Living standards increase until 1985, then drop • Life expectancy fall from 45 (1970-75) to 41 (2000-2005) • GDP per capita annual growth rate -2% (1975-2002) • Half the population live on less than $2 a day (1990s) • Civil war in Côte d’Ivoire affects immigrant farmers (driven off their land)

  36. Farmers send children to work

  37. ”The interviews with community leaders indicated that the greater employment of family labour was a common response to the recent drop in cocoa prices and the crisis in cocoa incomes” (IITA)

  38. ”Because of the weakness in commodity markets since the late 1980’s, farmers have been forced to cut costs by reducing expenditures and increasing the household labour including children” (IITA)

  39. ”Because of the weakness in commodity markets since the late 1980’s, farmers have been forced to cut costs by reducing expenditures and increasing the household labour including children” (IITA)

  40. 625100 children work on cocoa farms140800 of these are 6 to 9 years old(IITA estimates)

  41. Most working children from farmer’s family

  42. But: 129 400 children employed in hazardous work

  43. Hazardous work • Application of noxious pesticides

  44. Hazardous work • Application of noxious pesticides • Working with machetes

  45. Hazardous work • Application of noxious pesticides • Working with machetes • Transporting excessively heavy loads

  46. 5120 children are full time permanent workers

  47. Vulnerable immigrant workers from Mali, Burkina Faso

  48. Child labourers testimonies of slave-like conditions

  49. 1485 children could not leave their work without permission from adults

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