The Greenest Form of Brown

I think my new update-blog days are going to officially become Sundays and Wednesdays, because those seem to be the days where I have the most time.

In other news, I recently read an e-mail with the quote, "Save the Earth-- it's the only planet with chocolate!" Which, of course, is so true. However, Mars, Inc., the producer of candy bars such as Mars, M&M, Snickers, and Dove chocolates, has recently announced its intention to certify its entire cocoa supply as being sustainably produced by the year 2020. This trend is just one of the many efforts by companies to save the planet which we have unwittingly hurt in past generations.

Mars hopes to achieve this goal by partnering with the Rainforest Alliance, an organization that helps to safeguard natural habitats and ensure that workers are fairly treated. If Mars is able to certify that a significant portion of its products is produced in this way, they will be able to put the seal of the Alliance on their products, and thereby market their sustainability efforts, setting an example for chocolate producers everwhere.

However, this raises the question: if the Rainforest Alliance ensures the safety of natural habitats and the fair treatment of workers, is this to say that Mars had no previous regard for the natural environment or its workers who help to farm the cocoa? If, by setting this example for other candy and chocolate producers alike, are these other companies also demonstrating less-than-significant efforts to make sure that animals are not deprived of places to live, or that farmers are working normal hours?

The trend towards sustanability is one that has been catching on over the last few years. Automakers seem to be the leaders in this, as most car brands now offer some form of hybrid or extremely gas-efficient automobile. Even the University of Florida is catching on, utilizing its College of Agriculture to help the University reach levels of sustainability that will make it an example not only in the state of Florida, but also throughout the Southeastern university community.

Sustainability in and of itself has also become an invaluable marketing tool, as more and more people are becoming aware of the importance of consciousness in utilizing the Earth's resources. However, though the Rainforest Alliance has been widely certifying products such as coffee for a long time, these certifications by nonprofit organizations don't necessarily resonate with consumers as they aren't the most familiar. This was found by a study by BBMG, a branding and integrated marketing company, and raises another question: if there isn't too much marketing value in becoming known for sustainability efforts by these unfamiliar organizations, is it worth it to companies to do it? And is that, perhaps, why so many companies have not yet made the effort?

In the rising fear of global warming, erosion, and the depletion of the ozone layer, sustainability efforts by individual people and companies alike are extremely important to the preservation of our planet. Though these "green" efforts are often more expensive than other alternatives, they nevertheless help greatly in the move towards extending the healthful life of the Earth. If used correctly, they can also be an invaluable marketing platform for most products, as the "green" trend in marketing is becoming extraordinarily popular.

So the moral of the story, today, is: Save the Earth, because it's the only planet with chocolate!