FAIRSQUARE is a new mark of trading integrity being developed by NOMNOM which promotes sustainable development by creating responsible supply chains that keep value at origin so that producing nations can invest in their own futures.
Instead of exporting beans as a low-price commodity to be processed in Europe, the fresh cocoa stays in Madagascar where it is roasted, shelled and ground at the Malagasy owned Robert factory in Antananarivo.
This means that the value is kept at the source of the supply chain (rather than being slapped on at later stages by big bad companies elsewhere) thereby contributing to the raising of skills and wealth at the origin.
Exporting manufactured goods instead of commodities has endless advantages for the Malagasy people.
Whereas commodities lack traceability, quality products made at the origin raise market awareness and ultimately lead to increased trading and investment.
Tax revenues are raised too, which means that Madagascar can look after its own developmental needs such as education and health.
The generation of skilled labour in turn reduces inequalities and economic migration.
And the supply chain is significantly shortened, meaning there is much more room for each person in the chain to make a fair profit.