'Be Radical, Choose Equality' is the message from the UNDP (United Nations Development Programme) and the Fairchain Foundation for the launch of The Other Bar, a chocolate bar that challenges consumers to choose a fairer option when stocking up on sweet treats this festive season. The campaign is an experiment not just to sell 20,000 bars online, but to change people’s perceptions of how business can be done between western corporations and developing-world producers. The project starts with chocolate’s raw ingredient, but can easily be applied to any commodity from coffee to cotton, oats to orange juice and soybeans to sugar.Produced from the finest organic Ecuadorian cocoa, inside every pack of The Other Bar is a QR-code token that has real value – when scanned it’s equivalent to a quarter of a cocoa-producing tree. So for every four bars bought, a farmer can grow more, earn more and feed his family thanks to a fairer system.There’s a twist, chocolate lovers don’t have to spend the token on a tree, they could use it to get 25p off their next purchase. It’s their choice. If more chocolate is purchased, the farmer benefits, if the token is donated, the farmer benefits.