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"With a cast of characters that wouldn't be out of place in a Victorian novel, Chocolate Wars tells the story of the great chocolatier dynasties, through the prism of the Cadburys. Chocolate was consumed unrefined and unprocessed as a rather bitter, fatty drink for the wealthy elite until the late 19th century, when the Swiss discovered a way to blend it with milk and unleashed a product that would conquer every market in the world. Thereafter, one of the great global business rivalries unfolded as each chocolate maker attempted to dominate its domestic market and innovate new recipes for chocolate that would set it apart from its rivals. The contest was full of dramatic contradictions: The Cadburys were austere Quakers who found themselves making millions from an indulgent product; Kitty Hershey could hardly have been more flamboyant yet her husband was moved by the Cadburys' tradition of philanthropy. Each was a product of their unique time and place yet they shared one thing: they want to make the best chocolate in the world"--Provided by publisher.… (more)
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"The problem with the way we have developed our system of shareholder capitalism is that the shareholder is being divorced from his role in ownership," explains Sir Dominic Cadbury, the last family chairman.
Cadbury and a few other chocolate makers were practicing Quakers and wanted to use their business in service of their faith. Some of their guiding beliefs for business are:
Keep your word.
Do not go into debt or bankruptcy.
Watch over other Quaker businesses and advise their owners when they appear to be in trouble or making poor or unethical
decisions, and take influence from them yourself.
As the Industrial Revolution built momentum, they were warned against paper credit and that warning was added to their written guidelines.
They had meetings monthly with other Quaker business leaders and discussed business principles, check that their ethics and beliefs are in line with their actions and if not, after repeated warnings were given, they would be disowned by the Society of Friends. As wealth grew, additional guidelines were added warning Friends that accumulation of riches for oneself was not acceptable. Annually they met with other Quaker business leaders from a larger geographic area requiring travel, to address these ideas also. They thus developed written ethical guidelines and business guidelines and helped each other succeed financially also. As wealth continued to build, guidelines were also written for children of rich Quakers to ensure they were not corrupted.
Of course those are basically just decent principles for living, right? This book is the story of the attempt to fulfill that Quaker purpose. Many succeeded as did the Cadburys initially, but when problems continued to arise with the growth of industrialization, the first break for the Cadburys with their ethics was they began advertising. Other companies were having great success advertising already, and Cadbury joined in. They believed they were selling an excellent product in their drinking chocolate that was both good for health, and an optional substitute for alcohol which was causing great problems. In this way they justified their decision to advertise, but it was a definite break from their religious ethics.
Some other things these Quaker businessmen did was build housing for their employees and help them to buy them. The housing community areas included green space, gardens (with gardeners to teach them how to raise food), swimming pools, tennis courts and other amenities. Cadbury also provided education and health care. These sound admirable at first glance, but seem to some to be rather paternalistic. How about you pay your employees a fair living wage so that they can afford to choose their own housing, education and medical care? The Cadburys and others also did much philanthropical work but again, how about you pay people enough that they don't need your charity? This idea is also addressed in the book with a quotation from a theologian from Dartmouth, William Jewitt Tucker, "I can conceive of no greater mistake, more disastrous in the end to religion, if not to society, than of trying to make charity do the work of justice."
There are just a multitude of ideas in this book that are so important, and really have not changed today. As the Cadburys (and other families also) attempt to do good things, they keep getting stymied. This might be a good place to discuss the existence of altruism - is there such a thing? At any rate, they are almost universally stymied in their efforts, whether altruistic or not. For example, they learn that slavery is being used by their cocoa bean sources. When they decide to boycott those growers, or go to another supplier, the British government suggest that other buyers will just take their place, whereas if they wait and work with the British government they can put pressure on the Portuguese government to not only end slavery but reform labor practices holistically. Cadbury agrees to do this somewhat undercover, but word gets out and they are crucified in the press for not boycotting immediately. Again, when Cadbury decides to buy a newspaper or two to disseminate information (read propaganda) supporting their beliefs, that is antiwar and pro labor, they are again accused of hypocrisy when it is made known that their newspaper has continued advertising for gambling, while they preach against it. Cadbury believed the paper would go bankrupt without that advertising (based on previous experiences) and decided it would be better to have a paper with gambling info and antiwar sentiments, rather than just the one paper with gambling advertising and pro war sentiments.
Cadbury also addresses the effects of two world wars on business. When WWI began, Cadbury put a lot thought of thought into what would be the appropriate use for a Quaker's wealth under those circumstances. One of the things that came out of that was ambulance support and workers. I can appreciate conscientious objectors, but what does this ambulance support mean? I support your war enough to risk my life taking care of you but not to kill someone else, only to make it easier for YOU to kill someone else? Interesting interpretation.
The end of the story is basically, everyone gets taken over and becomes too large to be accountable. What remains today of the philanthropy or good works of Cadbury and I believe Hershey also, are trusts that are separate from the business.
If you look at corporations today and wonder how the heck we got in this greedy mess, with CEOs who make 300 times what their workers do, this is a good example of how it all works. 4.5 stars - would have been 5 but it was sometimes hard to track the info and stories because of the breadth of info. I haven't even begun to touch on the material covered in this book..
Of course this book
ps: shouldn't this book have come packaged with a bar of chocolate?
I was interested enough that I did a googlenews about Cadbury to see how Kraft is doing as the new owners.... wasn't impressed by what I found.
I agree with the author that there really is something missing from big companies
I know the main company the book focused on was Cadbury but I would have liked to have had more about Mars and the European companies like Lindt. I know there were sections on each but I'd have liked more.
Overall though it was a great read on a once mighty company that has succumbed to the perils of globalisation.
A great read
All I need to do now is wipe off my drool and go buy some Bournville.
Cadbury has - obviously - a certain affection for Cadbury, and her enthusiasm for the subject makes this an easy and interesting read. There's certainly more than chocolate here, but a social history of the British Empire and the United States, and not a little history of business and religion as well. The final chapters, of companies circling Cadbury and moving in for the kill (in a corporate sense) is as gripping a tale of corporate treachery as you'll ever find - even though you wonder if the author's obvious effort to write a balanced account really succeeded.
But passion is no friend to balance, and a great book usually owes more to the former than the latter. I can't say that this is a great book, but it is a very good book, and essential for anyone with an interest in chocolate, or in the evolution of corporate behaviour - and misbehaviour.
Oh you will probably want you favorite bar close at hand while reading this, as you will likely get hungry.