[A] campaign called Behind the Brands, led by Oxfam International...is trying to make the inner workings of the 10 biggest food companies in the world more visible...Oxfam's goal is to nudge them by scoring them on a scale of 1 to 10 on a whole host of fronts, from worker rights to climate change. We sat down to talk with Chris Jochnick, one of the architects of this campaign and Oxfam America's director of private sector development. We touched on how social media is giving activists more power, why big food companies respond to pressure, and whether corporate executives are his friends or his enemies...

[Interview transcript: "Our first push with the companies is to...be more transparent: name your top suppliers...[Then] we start talking about how are they measuring [and] disclosing their impacts...we [push] them to commit to doing studies...The third piece we push them on has to do with what are they doing with their public voice...we push them to be more proactive and progressive and ensure that the commitments they are making on the sustainability side are also reflected in their lobbying...Because...Nestle, Mars and Mondelez have such market share [40% of global cocoa purchase]...when they make a commitment, it's really incumbent on the rest of the supply chain to respond...[W]hen we started this [campaign], no companies had a commitment...on free, prior & informed consent...within one year of...pressure...8 of the 10 adopt and agreed to land rights commitments and free, prior & informed consent...[How] that...translates into change on the ground...will take...more time...But the fact that in one year...8 of the 10 biggest companies in the world...[made this commitment]...that's enormous progress..."]

For more information see http://www.behindthebrands.org/