Under fire from critics pushing for more environmental and social responsibility, the cocoa sector has seen the emergence of numerous sustainable certification standards in recent years. While these plans have generated enthusiasm in the value chain, the results remain mixed, both in terms of improving the conditions of producers and the ethical conditions of cocoa cultivation. The pressure for greater sustainability in the cocoa sector is part of the necessary overhaul of the agricultural system, driven by environmental organizations. The ambition is to apply the different principles of sustainable development in the supply chain of products such as coffee, cotton, tea, bananas or palm oil. In the case of cocoa, this means concretely guaranteeing good remuneration to producers and fighting against the two main evils that tarnish the image of the sector: deforestation and child labour. In the case of cocoa, this means concretely guaranteeing good remuneration to producers and fighting against the two main evils that tarnish the image of the sector: deforestation and child labour. To show their awareness of these social and environmental issues, the world leaders in confectionery and multinational distribution have opted in recent years for greater use of products from certified sustainable cocoa.

Rainforest Alliance, one of the sustainable cocoa labels. This certification allows third-party organizations or labels to label the cocoa produced as meeting environmental or social standards. These certification schemes are based on a system of more or less extensive specifications. The requirements can range from the cultivation of cocoa in agro-ecological systems to the use of organic inputs such as compost, through the need to come together in an organization, in an associative or cooperative form. The most widespread certification systems in the world for cocoa, as for other agricultural raw materials, are Rainforest Alliance created in 1987, Fairtrade (1997) and UTZ Certified (2002). While each of these standards can take precedence over social criteria or ecological considerations, the promise is to allow all players to do well, at least in theory. For consumers, the use of chocolate from certified sustainable cocoa products is a guarantee of quality and a certain ethic.

Cocoa is now the second most certified agricultural raw material in the world, after cotton. On the business side, the issue of certification for companies is multiple. Indeed, it remains less costly and more effective for them, in terms of image, to use the expertise of sustainable certification bodies than to develop their own certification system, which also risks being less credible. . On another note, by marketing sustainable products, companies can target consumers who are increasingly sensitive to these issues and penetrate niche markets offering significant margins.

By marketing sustainable products, companies can target consumers who are increasingly sensitive to these issues and penetrate niche markets offering significant margins. For the producers and their community, the main expectation is to receive a better price for the cocoa beans and to be less vulnerable to poverty. By playing on the differentiation of products, certification offers a premium for quality and allows producers to escape market uncertainty by ensuring that they cover their production costs. A meteoric rise With the growing demand for cocoa that is fully traceable and certified free of child labour, the craze for sustainable certification has grown strongly. Certification standards have shown a very rapid progress rate. In 2017, the cumulative area certified by the three certification companies reached 4.6 million hectares, according to data from the International Trade Center (ITC). Cocoa is now the second most certified agricultural raw material in the world, after cotton. UTZ certification ranks first with 2.7 million hectares in 2017, or 23% of global areas. Next come the Fairtrade International label (1.17 million hectares) and Rainforest Alliance (740,822 hectares). UTZ certification ranks first with 2.7 million hectares in 2017, or 23% of global areas. Next come the Fairtrade International label (1.17 million hectares) and Rainforest Alliance (740,822 hectares). For their part, the volumes of certified cocoa have more than doubled in the interval of 5 years, going from 691,490 tonnes in 2013 to 1.45 million tonnes in 2017. In addition, sales made by these organizations have increased from 564,769 tonnes in 2013 to 953,458 tonnes in 2016, i.e. 20% of global supply.

The premiums received by UTZ certified producers fell from 122 euros in 2013 to 83 euros in 2017. While these figures demonstrate the good rating of certified cocoa around the world, certification raises many questions as to its real benefits for producers. . “Certification is not enough” Sustainable certification is today decried for not having contributed to improving the situation of farmers, despite its virtuous principles. Indeed, the premiums received under this program have mostly been reduced over the last few years, despite the enthusiasm. According to a report by UTZ, the premiums received by producers fell from 122 euros in 2013 to 83 euros in 2017. On the Fairtrade side, the situation is no better. According to a study published last year, the organization indicates that 58% of cocoa farms in Côte d'Ivoire, certified by the label, receive an income below the poverty line. According to a study published last year, the organization indicates that 58% of cocoa farms in Côte d'Ivoire, certified by the label, receive an income below the poverty line. Apart from the question of bonuses, the model of certification standards no longer seems to appeal to companies which are increasingly embarking on their own initiative with varying degrees of success. “Certification is not enough. Our belief is that we must adopt higher standards than the standards currently defined by certification,” said John Ament, global vice president of cocoa at Mars Wrigley Confectionery. The company, which had already committed in the past to only buying certified cocoa by 2020, is now considering going beyond this sole commitment to certification, which has not had the desired effect. . Additionally, the company says it wants to maintain supply at 50% of that volume level for the time being, while saying it's ready to increase it if it sees standards improving.

Sustainable certification is today decried for not having contributed to improving the situation of farmers, despite its virtuous principles. For its part, the American confectionery giant Hershey's has announced a program aimed at increasing the use of smartphones for the dissemination of videos and text messages on good agricultural practices for cocoa producers. For its part, Nestlé has indicated that it is engaged in a project to strengthen the resilience of cocoa communities, by distributing high-yielding seedlings to them as well as training on good practices. "I think there are different approaches to achieving the same result, which is improving the living conditions of producers," said Susanna Zhu, supply manager at Hershey's. From a global point of view, it should be emphasized that sustainable certification standards have the merit of promoting awareness and a change of mentality, even if they are disavowed because of their ineffectiveness. At a time when these crucial questions are still alive, some believe that cocoa-producing countries such as Ghana and the Ivory Coast should increase their collaboration with companies and certification bodies, to enable them to play their role more effectively role.