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Strengthening Supply Chains: Mars and Shubh Mint

Mars, Incorporated is taking significant strides to enhance its European supply chain for chewing gum products by integrating natural menthol sourced from its Shubh Mint program. This innovative initiative is set to supply its production facilities in the UK and Poland, promising not only product quality but also a more sustainable approach to sourcing ingredients.

To date, over 24,000 farmers in India have joined the Shubh Mint initiative, which has positively impacted their livelihoods by more than doubling their income from mint cultivation while simultaneously reducing production costs by approximately 20%. Through nine years of dedicated effort, Mars is committed to systematically incorporating Shubh Mint within its brand portfolio across Europe, extending the program to a “whole farm” approach aimed at enabling farmers to achieve a certified living income.

A Sustainable Approach to Sourcing

As the world's dependency on menthol flavors continues to rise, the sourcing of this key ingredient was previously precarious, with around 80% of natural menthol globally sourced from Uttar Pradesh, India. This concentrated supply chain is particularly vulnerable to climate change impacts, declining yields, and rising production costs. While synthetic menthol has been readily available for industrial use, Mars has opted to invest in the future of natural mint, recognizing the long-term benefits of fostering a more resilient agricultural system which supports both their business and the farmers reliant on mint cultivation.

From Pilot to Community Partnership

Mars launched the Shubh Mint program in 2017 in partnership with Tanager, an organization specializing in implementation strategies. Designed as a long-term mission, the program aims to enhance the sustainability of natural mint production by improving agricultural practices and bolstering community resilience amid climate challenges. It began with a two-year research and experimentation phase to identify the root causes affecting farmer productivity and income. Adaptations to farming practices and improved seed varieties were tested on demonstration plots involving volunteer farmers, facilitating peer learning, minimizing risks associated with adopting new techniques, and building trust before scaling up the initiative.

Joseph Boulier, General Manager of the Food Systems division at Tanager, emphasized the transformational impact of the program, stating, “Before the program was launched, many mint farmers struggled to remain profitable. With Mars' investment, farmers now have access to the knowledge, practices, and inputs that have significantly enhanced their profitability. You can really see the difference this program has made in these agricultural communities.”

Creating Shared Value

The Shubh Mint program embodies a philosophy that sustainable business growth is inextricably linked to investing in resilient communities and healthy ecosystems. The success of initial demonstration plots garnered substantial interest over the years, with the program evolving from a pilot project to a large-scale community-based initiative, thereby fostering a full ecosystem approach. This evolution has involved enhancing farmer inclusivity, establishing cooperative supply systems, and providing new opportunities for women through support groups, leading to communal resilience built on individual progress.

Empowering Lives and Promoting Climate-Adapted Agriculture

To date, the Shubh Mint program has mobilized over 24,000 farmers, with many of their incomes doubling thanks to mint farming. Additionally, over 8,500 women have been trained in climate-smart agricultural practices to promote agriculture as a family enterprise. More than 1,000 of these women have established income-generating activities, ranging from retail businesses to dairy farming, while upwards of 4,500 women have participated in support groups that deliver financial education and confidence-building initiatives.

Furthermore, climate-resilient agricultural practices, such as optimizing plant spacing, implementing irrigation systems, and managing fertilization, have resulted in a 20% reduction in mint production costs. These advancements have positively influenced household incomes and ensured sustainable long-term supply chains.

A Mission-Driven Approach

Mars’ investment in both people and the planet has culminated in the establishment of a traceable supply chain. The robustness of this supply chain now enables Mars to effectively integrate Shubh Mint sourcing into its business operations systematically. Mars is now committed to embedding the Shubh brand into its entire portfolio of iconic brands, solidifying its dedication to responsible sourcing practices.

Meenal Bahirwani, Senior Director of Sustainable Sourcing at Mars Snacking, shared the program’s profound impact, stating, “The most significant impact of Shubh is witnessing women, who once identified themselves only by their fingerprints, now proudly signing their names. This change signifies something much larger — self-confidence, autonomy, and a belief in shaping their own futures. When women thrive, their influence extends beyond themselves, strengthening families, inspiring communities, and creating opportunities for the next generation.”

Setting New Standards

As the Shubh Mint program continues to grow, Mars is evolving its approach towards a “whole farm” framework to assist more farmers in achieving a certified living income. By implementing climate-smart practices spanning all types of cultivation, Mars aims to ensure profitability year-round while diversifying household income and bolstering resilience against the risks associated with monoculture.

Sam de Frates, VP of Commercial and Sustainability at Mars Snacking Europe and Central Eurasia, concluded, “What began as a response to a unique, vulnerable ingredient has transformed into a long-term commitment and a replicable model for reshaping agricultural systems and empowering communities. The Mars Shubh Mint program exemplifies how sustainability and business performance can go hand in hand. By investing in livelihoods and mitigating environmental impacts, we can create a more resilient and efficient supply chain.”

Through its model, Mars sets a new standard for supply chains — one where value is shared, communities are empowered, ecosystems rejuvenated, and business performance is a direct outcome of that investment.