Mars Integrates Sustainable Mint Supply for European Chewing Gum Production

In a significant move towards sustainability, Mars Inc. has announced the integration of natural menthol sourced from its Shubh Mint initiative into the European chewing gum supply chain. This development underscores the company's commitment to sustainable practices and highlights its support for farming communities in India.

The Shubh Mint Program’s Impact

Mars's Shubh Mint program has made remarkable strides since its launch nine years ago. Initially beginning as a pilot project with a focus on enhancing farming practices, it has now expanded to reach over 24,000 farmers across India. By implementing innovative agricultural techniques, farmers have doubled their incomes from mint sales and significantly reduced production costs by roughly 20%.

The program addresses the vulnerabilities present in the mint supply chain, which heavily relies on a single region in India, particularly Uttar Pradesh, where 80% of the world’s natural menthol is sourced. This reliance risks exposure to climate change impacts and fluctuating yields. Instead of opting for synthetic menthol, widely used across the industry, Mars has chosen to invest in the future of natural menthol, fostering a resilient agricultural system that safeguards the livelihoods of farmers.

From Pilot to Comprehensive Initiative

The program kicked off in 2017 in partnership with Tanager, aiming to bolster natural mint production through climate-resilient practices. Detailed assessments during the pilot helped identify underlying issues affecting productivity and income levels among farmers. Demonstration plots featuring climate-smart agricultural practices reported increased confidence among farmers, paving the way for broader program adoption.

Joseph Boulier, managing director of Tanager’s Food Systems, noted, "Prior to the program, many families growing mint were struggling to remain profitable. Thanks to Mars's investment, farmers now have access to valuable knowledge, techniques, and inputs that have substantially improved their economic viability. The transformation within these farming communities is clear."

Shared Value Creation

The Shubh Mint program embodies a philosophy that long-term business growth stems from investing in resilient communities and healthy ecosystems. The pilot project's success sparked interest, leading to its evolution into a comprehensive ecosystem initiative. This initiative has broadened farmer participation, developed agricultural production systems, and empowered women through self-help groups, fostering community-wide resilience.

The program has notably benefited women. More than 8,500 have received training in environmentally friendly agricultural practices, supporting family-run businesses. Many have ventured into independent income-generating businesses, such as retail and tailoring. Additionally, over 4,500 women have engaged in self-help groups that promote financial education and confidence-building.

A Healthier Planet and Resilient Agriculture

With the implementation of smarter farming techniques, costs related to mint production have dropped by 20%, while yields have surged. This dual advantage not only stabilizes family income but also enhances the long-term viability of the supply chain.

Mars's commitment extends beyond just keeping the supply chain robust. The integration of the Shubh Mint in their product lines symbolizes a shift towards a more ethical business model. The insights gained from this initiative contribute to developing a traceable supply chain, thereby allowing Mars to responsibly source Shubh Mint in its European operations.

Empowering Communities and Setting New Standards

One of the most profound changes observed through the Shubh Mint initiative is the newfound confidence among women in these communities. As expressed by Meenal Bahirwani, Mars's director of Sustainable Sourcing, "Seeing women who once signed with a thumbprint now proudly sign their names signifies a deeper transformation—confidence and belief in their ability to shape their futures."

The ambition for the Shubh Mint program continues to grow. As Mars looks to implement comprehensive agricultural production strategies, the initiative seeks to ensure verified dignified incomes for more farmers, not just from mint but across various crops.

The evolution of what began as a reaction to a vulnerable ingredient has now turned into a long-term commitment to transforming agricultural systems and empowering communities. This initiative is a testament to how sustainability can align with business performance, creating resilient supply chains that positively impact both society and the environment.

Mars Incorporation believes that the world desired for tomorrow starts with the approach to business today. With over $65 billion in revenue and a diverse portfolio spanning beloved food and snack brands, the company is dedicated to acting in ways that foster a brighter future for individuals, pets, and the planet.

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