Watershed moment alert: chocolate giant Cadbury is stepping up its activities in bakery. While you may have spotted the marketing splash about its switch to Fairtrade for consumer chocolate, you may not yet be aware that it is also ramping up the hitherto less-developed part of its business bakery cocoa supply. Such is the potential for Fairtrade growth in bakery, the chocolate giant is targeting craft bakers and bakery manufacturers by launching Fairtrade cocoa into the market.