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Most people want them, but many don't understand them: food labelling
by Debora Pape
Small chocolate brands show Lindt and Milka how fair trade works
12.12.2025
Translation: machine translated
Small and inexpensive chocolate manufacturers are often more committed to better working conditions in cocoa farming than the big brands. This is shown by a recent study by the Hamburg Consumer Advice Centre.
Chocolate makes people happy. At least those who consume it - and those who sell it at a high price. However, cocoa farmers often suffer from inhumane working conditions and wages that are far too low. Fair trade and sustainability labels are intended to provide a remedy: they guarantee that the entire supply chain complies with minimum standards in terms of remuneration and sustainability. At least in theory. The labels are subject to very different criteria depending on the supplier or organisation.
The Hamburg Consumer Advice Centre took random samples of small and large manufacturers of milk chocolate to examine their social commitment. The experts checked the information on the packaging and researched what the labels stand for. The results show that a high product price does not necessarily mean fair conditions. On the contrary: low-cost private labels and smaller companies apparently place more value on social justice than the big players in the industry.
The multitude of labels is a problem for consumers. The flood of labels makes it almost impossible for them to make a purchase decision in favour of fair suppliers in the supermarket. «Fairtrade» is one of the best-known independent labels. It creates cross-manufacturer comparability. With its certification, the organisation guarantees that minimum standards for prices and working conditions are adhered to. However, according to studies, these prices are often not enough to secure the livelihood of producers. You can find out more here.
Only a few suppliers guarantee living wages
According to the Hamburg consumer advice centre, only the brands Dennree, Rapunzel, Die Gute Schokolade and Tony's Chocolonely demonstrably guarantee the fair participation of cocoa farmers.
They use a combination of their own and independent seals whose standards are sufficient for this assessment. In addition to living wages, these also include a ban on child labour and support for cooperatives that allow producers to have a say, according to the report.
Big suppliers have deficits in social commitment
Brands such as Lindt and Milka communicate fair working conditions, but do not use independent seals. Instead, they often invest in their own cultivation programmes and therefore use their own sustainability labels. However, according to the report by the consumer advice centre, their standards are not sufficient to create fair conditions. This is stated in the report by the consumer advice centre.
The report criticises Lindt & Sprüngli in particular. At around 37 euros, the company charges the highest price per kilo of the chocolate bars analysed, but does not invest enough in social justice. Nevertheless, from 2026, the whole milk chocolate is to be certified with the «Rainforest Alliance» label, which is committed to a sustainable economy and aims to secure a living income for producers.
According to the report by the consumer advice centre, it is surprising that five inexpensive suppliers with a price per kilo of around ten euros have the independent Fairtrade seal. Even if the seal is not the yellow of the egg, it does mean an investment that could also be reflected in a higher price.
Source: Debora Pape
A look at the ingredients: Organic is better
The market check also confirms that organic chocolate is of higher quality on average. This also includes the animal welfare aspect: dairy cows in organic farming are allowed to roam outdoors. However, the cocoa content is also higher in the organic chocolates tested. It is between 33 and 38 per cent, while conventional chocolate bars often only contain 30 per cent cocoa. No additional flavourings are used in organic chocolate and the use of pesticides is prohibited.
Lindt also stands out negatively here due to its high price. The whole milk chocolate only contains 30 per cent cocoa and additives. Although this also applies to other conventional chocolates, they are not as expensive.
You can find the full report from the Hamburg Consumer Centre here
Everything depends on fair payment
According to this information sheet, the main problem for farmers is payment. Problems such as child labour, the deforestation of rainforests for more arable land and an unsustainable economy depend on this.
A living income covers the basic needs of producers, including clothing, healthy food, drinking water, healthcare and the opportunity to build up savings. Education is also part of this. However, cocoa-producing families currently receive on average only a third to half of what is considered a living income. Extreme poverty is often the result.
Complex supply chains mean that many chocolate manufacturers do not feel responsible for fair remuneration at the bottom of the chain. However, they could negotiate with the producers themselves - this is known as direct trade. This means that middlemen and their profit margins are skipped and manufacturers can directly influence and improve the working conditions of producers.
Header image: Shutterstock/Media Lens King
Feels just as comfortable in front of a gaming PC as she does in a hammock in the garden. Likes the Roman Empire, container ships and science fiction books. Focuses mostly on unearthing news stories about IT and smart products.
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