Purdy’s Chocolates: The Sweet Taste of Sustainability
Publish Date: August 2009
As excitement surrounding the 2010 Winter Games builds in Vancouver, Purdy’s Chocolates is striving to make the experience even sweeter. In partnership with Victoria-based Rogers’ Chocolates, Vancouver-based Purdy’s is the Official Boxed Chocolate Licensee for the Vancouver 2010 Winter Games. In November 2008 Purdy’s began issuing a special series of commemorative 2010-themed boxed chocolates.
Given each company’s lengthy reputation as a quality chocolatier, it’s fitting that Purdy’s and Rogers’ would join forces to provide a keepsake of this shining moment in Canadian history, as Vancouver welcomes the world in 2010. Purdy’s was founded in Vancouver in 1907, while Roger’s opened in Victoria in 1885. With over 225 years of experience between them, both companies have become key players in the confectionary industry. With this contract, they unite their individual strengths as established Canadian brands, and leverage their combined expertise in manufacturing, distribution, retailing and marketing.
With a strong commitment to quality, and to Canada, Purdy’s has consistently partnered with local Canadian companies to source supplies ranging from chocolate ingredients to marketing materials.
“Much of our milk, creams and ice cream comes from Island Farms in Victoria,” says Samantha Bahrini, Purdy’s National Marketing Coordinator. “We also use [Richmond-based] Great Little Box Company for our cartons, and Teldon Print Media – also based in Richmond – just did our chocolate legend for our 2010-branded products.”
In deciding to bid on the Licensee contract, Purdy’s was confident that their commitment to environmental and social responsibility would fulfill the Vancouver Organizing Committee for the 2010 Olympic and Paralympic Winter Games (VANOC) objectives for sustainability in business. In an attempt to reduce their carbon footprint, Purdy’s has established practices of re-using and recycling all corrugated cardboard and paper materials in their distribution centres, and using prints with soy-based inks whenever possible.
In addition to this internally-focussed commitment to the environment, the company supports sustainability initiatives throughout the cocoa harvesting supply chain. As active members of the World Cocoa Foundation (encouraging ethical farming and sourcing of cocoa), Purdy’s uses suppliers that implement ethical buying practices. The company also recently started funding agricultural training programs on the Ivory Coast to reinforce social awareness and sustainable farming in the West African cocoa-producing region. The result is an improvement in labour conditions in one of West Africa’s poorest countries.
Their customary thoroughness helped Purdy’s approach the bidding process for a Games-related opportunity. The company began researching opportunities by attending workshops and information sessions at the 2010 Commerce Centre. Armed with a comprehensive understanding of the Games-time business environment, Purdy’s then organized a team of executives and department managers to gather the necessary data and collaborate with the Rogers’ Chocolates team in submitting their joint bid.
Both teams scrutinized all angles of the proposal including their manufacturing, designing, marketing, distribution and merchandising capabilities.
“There are many moving parts to being involved as a licensee,” Bahrini explains. “And we needed to make sure we could dedicate the time and effort that it deserved, while still operating our core business and serving our loyal customers.”
With their forward-looking growth strategy, Purdy’s is very excited about this rare business opportunity. Bahrini expects the Games to serve as a springboard in building the company’s brand recognition and easing entry into new markets. By joining the “Olympic Family” Bahrini says that international sponsors and supporters of the Games have been introduced to the Purdy’s brand and products as options for gifting and hosting.
“We’ve received more local and national media coverage; more interest in our products and in the Purdy’s story,” she says. Appreciative of the way in which Games-related opportunities have encouraged Purdy’s to consider becoming involved in things they’ve never done before, Bahrini urges other companies interested in working on 2010-related projects to pursue this unique opportunity.
“If it fits your strategy and business model, this is a great opportunity and a prestigious event to be a part of.”
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