Jane Goodall’s stamp of approval

theochocolateModern food packages are dotted with symbols that are supposed to help us make wise decisions at the grocery store. Fair Trade, Organic, Health Check, Peanut Free, Kosher, Halal, American Humane Certified and now… Jane Goodall’s Good For All symbol pop up on grocery shelves often.

That’s right. Jane Goodall, the chimpanzee expert, is endorsing foods like the Theo chocolate bars (pictured above). This chocolate has been approved by the Jane Goodall Institute because Theo works with farmers to grow cocoa in a profitable, ecological manner. A portion of the proceeds also go back to the Jane Goodall institute which aims to “ensure that people take informed and compassionate action to improve the environment for all living things.” Nice sentiments but will a Good for All icon persuade you to buy one good tasting chocolate over another?

If market research is correct, your answer was likely ‘yes’:

• 92% of consumers say they have a more positive image of a company that supports a cause they care about.
• 87% of consumers say that, price and quality being equal, they would switch to a brand or retailer associated with a good cause.
(source: 2007 Cone Cause Evolution Survey)

How do you feel about these icon programs? Do they affect your purchasing choices or just clutter up the consumer landscape, making it harder for you to figure out what’s actually in the packages on store shelves?


6 Responses to Jane Goodall’s stamp of approval

  1. Rosa says:

    I find those icons good. In that way, we know exactly what we are buying… Of course, I would not buy such a product if it was uneatable (just because of it’s icon).



  2. I believe the more we learn about our food the harder it is to swallow items that rely on exploitation. Until recently I had no idea child labour was part of the chocolate trade. The symbols help streamline my selection, but as Rosa points out, I won’t buy something that doesn’t taste good just because of a sticker.

    I’m not sure I agree with the Good for All icon going on a bar that gives to the Jane Goodall foundation. There should be a level of separation for neutrality. However, these easy-to-spot symbols do help me narrow my purchasing decisions.

  3. Natashya says:

    I do like the idea of good endorsement – I would be more likely to choose the milk that, say, David Suzuki endorsed. I would like to know that there are reviews on a regular basis – to make sure the company and product are maintaining the standards that earned them the endorsement.
    I think it is time for more watchdog groups – that include all aspects of the product – organic, fair wages, good conditions, corporate charity and good works, packaging, shipping – and everything else that goes into it. Good product should be rewarded with good certification – but also not coast on that – regular eviews are essential. ( I think about this kind of thing a lot)

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