The 'super fair-trade chocolate' Way to Go! that Lidl Belgium, Rikolto, Fairtrade Belgium and Kuapa Kokoo launched last year will also be sold in 2,000 stores in Germany, the United Kingdom and the Netherlands this year. The ambition is to sell the chocolate all over Europe. "The fact that Way To Go! can be sold on such a large scale is an immense step forward on the road to a living income for one thousand farmers in Ghana," says Abdulahi Aliyu of Rikolto.
Lidl Belgium has of course been selling "classic" fair trade chocolate for a long time, but with this collaboration a new step is taken towards transparency and socio-economic impact. Through the sale of the Way to Go! tablets, the supermarket pays cocoa farmers an extra premium on top of the minimum price and the Fairtrade premium that is invested directly in projects on the ground. This is how the concept of "Living Income" is put into practice.