Mars Enhances European Mint Supply Chain with Sustainable Shubh Mint Initiative
Mars, Inc. is taking a significant step towards sustainability by integrating menthol from its Shubh Mint program into its European chewing gum production. This initiative aims to supply factories in the UK and Poland with naturally sourced menthol, marking a crucial development in Mars's commitment to sustainable practices within its supply chain.
Launched in 2017, the Shubh Mint program has seen remarkable success, engaging over 24,000 farmers in India, where about 80% of the world’s natural menthol originates from. By improving farming practices and enhancing the resilience of mint farming communities to climate change, the program has not only doubled farmers' incomes but also reduced production costs by approximately 20%. This aligns perfectly with the growing demand for ethically sourced and sustainable ingredients in the food industry.
One of the primary challenges facing the natural menthol supply chain is its vulnerability. Concentration in Uttar Pradesh means that any adverse climatic conditions pose a significant risk for production and availability. However, instead of opting for widely available synthetic alternatives, Mars has chosen to invest in cultivating a more robust and sustainable agricultural framework, emphasizing long-term benefits for both farmers and its business.
The Shubh Mint program started as a pilot initiative focusing on research and testing climate-smart agricultural practices. Farmers were encouraged to participate through demonstration plots, allowing them to experience improved farming methods firsthand. As a result, productivity increased, and many participants reported improved profitability. Joseph Boulier, Managing Director for Food Systems at Tanager, emphasized the positive transformation within these farming households, highlighting that before the program, many struggled to remain viable financially.
The initiative has effectively transitioned from a pilot program to a comprehensive community-based ecosystem scheme. By fostering collaboration among farmers and establishing Farmer Producer Companies, Mars has unlocked economic opportunities for women as well. More than 8,500 women have been trained in climate-smart practices, while over 1,000 have launched their own businesses, ranging from retail shops to dairy farming. Additionally, self-help groups have provided over 4,500 women with vital financial literacy training, boosting their confidence and agency within their communities.
Mars's investment in farming practices has not only improved livelihoods but has also made a significant environmental impact. Adoption of efficient irrigation systems, intercropping, and better fertilization practices has led to enhanced yields, reducing overall costs, which ultimately contributes to a more stable supply chain.
The positive repercussions of the Shubh Mint initiative extend to Mars's business model, wherein prioritizing sustainability is now synonymous with commercial success. By embedding these principles across its iconic brand portfolio, the company is paving the way for a sustainable future and setting a new standard for responsible sourcing in the industry.
Sam de Frates, VP of Commercial and Sustainability at Mars Snacking Europe, summarized the program’s potential: what began as an aim to secure a single ingredient has evolved into a comprehensive model for empowering communities and fostering agricultural resilience.
By applying climate-smart practices across a variety of crops and not limiting the strategy to mint alone, the program is transitioning towards a 'full farm' approach. This entails helping more farmers achieve a verified living income, ultimately diversifying household incomes and bolstering community resilience.
Mars demonstrates that agricultural sustainability and business growth are not mutually exclusive. Their Shubh Mint program embodies a philosophy where shared value creation, community empowerment, and ecological restoration coexist harmoniously with improved business performance. As the company moves forward, it serves as a model for others in the industry to follow, proving that ethical practices in the supply chain can yield fruitful results for all stakeholders involved.
Launched in 2017, the Shubh Mint program has seen remarkable success, engaging over 24,000 farmers in India, where about 80% of the world’s natural menthol originates from. By improving farming practices and enhancing the resilience of mint farming communities to climate change, the program has not only doubled farmers' incomes but also reduced production costs by approximately 20%. This aligns perfectly with the growing demand for ethically sourced and sustainable ingredients in the food industry.
One of the primary challenges facing the natural menthol supply chain is its vulnerability. Concentration in Uttar Pradesh means that any adverse climatic conditions pose a significant risk for production and availability. However, instead of opting for widely available synthetic alternatives, Mars has chosen to invest in cultivating a more robust and sustainable agricultural framework, emphasizing long-term benefits for both farmers and its business.
The Shubh Mint program started as a pilot initiative focusing on research and testing climate-smart agricultural practices. Farmers were encouraged to participate through demonstration plots, allowing them to experience improved farming methods firsthand. As a result, productivity increased, and many participants reported improved profitability. Joseph Boulier, Managing Director for Food Systems at Tanager, emphasized the positive transformation within these farming households, highlighting that before the program, many struggled to remain viable financially.
The initiative has effectively transitioned from a pilot program to a comprehensive community-based ecosystem scheme. By fostering collaboration among farmers and establishing Farmer Producer Companies, Mars has unlocked economic opportunities for women as well. More than 8,500 women have been trained in climate-smart practices, while over 1,000 have launched their own businesses, ranging from retail shops to dairy farming. Additionally, self-help groups have provided over 4,500 women with vital financial literacy training, boosting their confidence and agency within their communities.
Mars's investment in farming practices has not only improved livelihoods but has also made a significant environmental impact. Adoption of efficient irrigation systems, intercropping, and better fertilization practices has led to enhanced yields, reducing overall costs, which ultimately contributes to a more stable supply chain.
The positive repercussions of the Shubh Mint initiative extend to Mars's business model, wherein prioritizing sustainability is now synonymous with commercial success. By embedding these principles across its iconic brand portfolio, the company is paving the way for a sustainable future and setting a new standard for responsible sourcing in the industry.
Sam de Frates, VP of Commercial and Sustainability at Mars Snacking Europe, summarized the program’s potential: what began as an aim to secure a single ingredient has evolved into a comprehensive model for empowering communities and fostering agricultural resilience.
By applying climate-smart practices across a variety of crops and not limiting the strategy to mint alone, the program is transitioning towards a 'full farm' approach. This entails helping more farmers achieve a verified living income, ultimately diversifying household incomes and bolstering community resilience.
Mars demonstrates that agricultural sustainability and business growth are not mutually exclusive. Their Shubh Mint program embodies a philosophy where shared value creation, community empowerment, and ecological restoration coexist harmoniously with improved business performance. As the company moves forward, it serves as a model for others in the industry to follow, proving that ethical practices in the supply chain can yield fruitful results for all stakeholders involved.
Topics Consumer Products & Retail）
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