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Chapter 29: The Co-operative Group Fairtrade Chocolate

Friday, May 1, 2009
Adrian Clarke, Josephine Brennan, Stephanie Robertson and Chris Voss, London Business School

The introduction of Fairtrade chocolate had been one of the Co-op’s most successful product launches ever. There was hope to convince the Retail Executive Committee to convert all the Co-op’s own-brand chocolate to Fairtrade.

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