Through our impact programmes, AWA by Magnum and Vanilla for Change, we’re working on initiatives that bring us closer to the people who grow our quality ingredients and to socially and economically empowering women in our farming communities.
Supporting our cocoa farmers
With our cocoa supply partners, we collaborated with NGOs, including CARE International and 100WEEKS, to create a social impact programme that supports women with the education, skills and funding to set up their own or shared businesses.
Our 2022 graduates show the programme worked – 56% had started their own business, 74% were expanding existing businesses and 95% now had electricity in their own homes. On top of having the tools to prosper as entrepreneurs, women in the programme reported greater levels of self-confidence, which has led to greater engagement in their community and better relationships within their household.
Meet an AWA by Magnum graduate
Discover how AWA by Magnum has helped to socially and economically empower Sawadogo Ramata and her family.
The work we are doing is inspiring future generations. The financial help you have brought to us has been life changing, but really the biggest success for us is being able to see our children succeed in school.
Sawadogo Ramata, an AWA by Magnum graduate.
Magnum’s Vanilla for Change
To ensure the decadent flavour of our ice creams, we source the highest quality vanilla flavour from Madagascar. Together with Symrise, our main vanilla supplier, and Save The Children, we created Vanilla for Change in 2016, an initiative to help improve the livelihoods of smallholder farmers and empower vulnerable children and families. The initiative has currently reached 60,000 people and every village within our supply chain in Madagascar.
Thanks to the Vanilla for Change programme, 83% of households felt better enabled to cater for the needs of their children, with evidence of positive behaviour change relating to children’s rights and almost 2,000 young people are actively planning for their future. Plus, 66% of farmers increased their annual income through diversification, while 75% of farmers saw improved living standards. By creating these non-profit projects in Madagascar, we’re helping to empower people across our vanilla supply chain.
Forests for the future
We’re committed to protecting and restoring nature in Côte d'Ivoire – the nation that supplies the majority of our cocoa, and one of the most biodiverse areas on the planet. That’s why we initiated a tree planting remediation programme to help with the protection and restoration of their extensive forest habitat.
Since 2021, when we launched our reforestation initiative, we have distributed and planted 286,277 multi-purpose trees for 2,048 farmers to use on their farms. Looking forward, we have committed to distribute and plant 100K trees on-farm per year and 10K off-farm per year from 2023 to 2025, totalling 330K extra trees – that’s enough to cover an area the size of Paris.
What’s next for our communities?
We’ve made great strides with our AWA Programme and will have provided social and economic support to 3,200 women by the end of 2023. Our goal is to reach 5,000 women and their cocoa farming communities by 2025.