Divine Chocolate has appointed RH Amar as its exclusive distributor in the UK. Covering both retail and foodservice, RH Amar will take full responsibility for Divine’s sales, trade marketing and distribution services across the UK market.
Divine is the first and only Fairtrade chocolate company to be co-owned by farmers, with each Divine bar sold directly contributing to the farmers’ income and wellbeing. Through profit sharing and farmer-directed investments, Divine has delivered over £3.2 million to local Ghanaian farming communities. These funds have created increased opportunities for women, better education services for farmers, as well as improved labour rights and many other initiatives.
Since the company was founded 25 years ago, the Divine range has grown to over 35 different chocolate products, including dark, milk and white chocolate sharing bars, individual bars and seasonal and drinking items.
"We have long admired Divine’s clear brand mission to produce fantastic chocolate, to be a catalyst for change within the category, and to improve the lives of their farmers and their families," said Justin Burbage, Commercial Director, RH Amar. "We are looking forward to using our channel and customer expertise to take the brand to even more UK consumers and to build on the success Divine has achieved."
Ruth Harding, Managing Director, Divine Chocolate, said: "As we enter our 25th year, and continue to develop our business in the UK, now is the right time to invest in our future growth. RH Amar shares many of Divine’s ethical objectives, has a superb reputation within the fine food sector, and brings expertise across several channels and customers. We believe the partnership will offer excellent growth opportunities for Divine across the entire UK market and that RH Amar will also be brilliantly placed to support the exciting new products we will be launching in the future."
RH Amar will be supported by Divine’s UK-based team, led by Harding. Headquartered in London, the team is made up of marketing, sales, operations, innovation and finance who will work closely with RH Amar on achieving Divine’s objectives for the years to come.
Divine recently announced its collaboration with radio broadcaster & TV presenter, Clara Amfo. In her role as Brand Ambassador, Clara will be curating a quarterly digest of recommendations hosted on her social channels, designed to encourage people to do things differently – just as Divine has done in the chocolate industry for the past 25 years.
Brian McLister