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That’s the message of the T shirt I am wearing as I write. Produced by Divine, the fair trade chocolate company, on organic cotton, to remind us of how central chocolate has become to our lives. As if most of us need reminding.

It makes our world go round - combatting heart disease, lifting spirits, comforting , soothing PMT…… (this is the ‘everything in moderation’ bracket that I feel obliged to put in, although I would think that goes without saying. But why is chocolate so hard to enjoy ’in moderation’?)

And of course, Easter is the season where chocolate is celebrated, justified, consumed in excess - all with a clear conscience. Cheaply this year too, with the big supermarkets vying more than ever to provide the best offers.

Being alternative in this market is really hard. Chocolate brands instil extreme loyalty. We all have a favourite. We all know our kids’ favourites. Changing to a more ethical alternative requires an immense act of will. (I can’t believe I am writing in such terms about what is fundamentally a luxury, but I’m sure some of you will identify with me all the way!)

I used to be really critical of people who were brand loyal with the coffee they would drink. Friends who could not or would not contemplate changing to a fair trade alternative. They could taste the difference. Even if the difference was an improved quality blend. Just like we judge all tomato ketchup by the flavour of Heinz, even if it contains less actual tomato then the alternatives! Then, only a few weeks’ ago, I realised I was the same with chocolate. I judged it all by Cadbury’s: all others did not taste the same.

Hence the T shirt. Hence the surprise that my kids will be in for on Easter Sunday. My re-education is taking place. My palate is learning a new favourite. Because I do believe that chocolate makes the world go round not only for us, but for the co-operatives, producers and their families whose quality of life depends on quality of trade. I’m looking into the stories behind the chocolate: Divine, Traidcraft, Green and Blacks all give detailed information on their ethical stance. I’m sampling a good few varieties. I’m making my mind up to convert this Easter. Resulting in a doubly clear conscience. (or should that be dubbly?)

Filed under: Uncategorized on March 30th, 2007