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AWA by Magnum

Our Programme


We’re committed to empowering women in our cocoa farming communities – economically and socially – by supporting them to diversify their incomes and gain more financial freedom.

Investing in our communities

Since 2012, we’ve invested €80M into making sure our cocoa supply is more sustainable, and a big part of that has involved making sure we know where our cocoa bean comes from. Not only has this enabled us to guarantee that our cocoa is Rainforest Alliance Certified, it’s also helped us to identify 35 cooperatives in Côte d'Ivoire who will benefit from our wider impact programmes.

We’ve already supported 161 women cocoa farmers though our 2020 Pleasure Imagined campaign, helping them to earn a living from their passion projects. But it doesn’t stop there.

Smiling African woman in her clothes shop
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Our goal is to socially and economically empower 5,000 women by 2025.


Through our supply chain network, we collaborate with NGOs, including CARE International and 100WEEKS, to provide training and funding to help them diversify their incomes while also developing their business skills. We’re also working with Ivorian fashion designer, Rebecca Zoro, to promote creativity in our farming communities.

It’s all part of our wider cocoa impact programmes, which are designed to support cocoa farming communities. This includes planting 465,000 new native trees in Côte d'Ivoire, and our commitment to working with Rainforest Alliance Certified farms.

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Our achievements so far

Our progress

Our goal is to support 5,000 women in our cocoa farming communities through our AWA by Magnum initiative by 2025.

161

Goal 5,000

Graduates of our programme as of July 2022.

Rebecca smiling with cocoa farmers

Our partnership with CARE International

CARE International works to fight inequality by eliminating poverty at the root and providing aid to those most in need. They believe that when women earn, everyone benefits. And they help women do this through their Village Savings and Loan Associations (VSLAs).

Their VSLAs enable community members to pool together their resources to create a ‘village bank’. This allows women to save small amounts, see their collective savings grow, and borrow money – for example, to invest in setting up a small business.

We’re partnering with CARE International (through our supply chain network) to help our communities set up VSLAs. Not only will they benefit from learning how to efficiently save and invest small amounts of money, they'll also receive training in business and marketing skills to help them make money from other skills and passions – helping them to secure a steady income all year round.

CARE International don’t just give women the support they need to start their own businesses – they give them skills and confidence to grow them too. They provide comprehensive education and support on everything from literacy, self-esteem and leadership right through to overcoming gender stereotypes and gender-based violence. Plus, entrepreneurial and financial training to help them take their businesses, and themselves, to the next level.

We lost all of our cocoa fields because of swollen shoot disease, but thanks to my wife’s business, we’ve been able to survive. It’s given us an additional source of income and helped us to keep our children in school.

Bancé Salif, farmer

But CARE International aren’t just offering training to the women in our cocoa farming communities, they’re also providing gender training to local government bodies and community leaders. This involves educating them on the social barriers that women face, both in the home and in society, and working with them to establish gender committees. These committees will not only support VSLA members, but also advocate for women in community activities and lobby for their integration into decision-making authorities.

Smiling woman cocoa farmer holding three cocoa pods

Meet some of the incredible women who’ve already benefitted from our impact programmes and see how our on-the-ground partners, are helping them to develop their own businesses.

Our work with 100WEEKS

100WEEKS is an IT platform that enables people to give money and support directly to women in need. We’ve provided funding which will enable them to empower hundreds of women in our farming communities. Over the course of 100 weeks they’ll receive weekly payments on provided mobile phones alongside financial and entrepreneurial training. This will allow them to invest and develop sustainable livelihoods, enabling them to stand on their own two feet and change their lives for good. They’ll also receive education on vital life skills, like family planning and nutrition.

The 100WEEKS programme has changed my life. Now I know how to manage and invest my money, and I plan to open a store for my business. It’s changed a lot of things in my community too, for example, now I can afford to have electricity in my home.

Madina, farmer and trader

Our first cohort of 161 women graduated from the 100WEEKS programme in July 2022 – and the outcome for them has been life-changing. More than half have started new income generating ventures, and almost three quarters have expanded on their existing income generating activities. And with an average of 12 times more held in savings compared to the average Ivorian, they’re set up for long term success.

And it’s not just the 161 women that have benefitted, but their families and wider community too. As a direct result of the impact programme, 237 children can now go to school.

We started doing groups when 100WEEKS came to help us. That was the biggest help we got. I used to export eight bags, ten bags. But now I export 200 bags, 250 bags.

Konfé Habibou.

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Local embroidery pattern

Our collaboration with Rebecca Zoro

Ivorian fashion designer and creator of LA MAISON YHEBE, Rebecca Zoro, is a passionate advocate for female entrepreneurship. She works with communities in Côte d'Ivoire to promote creativity, craft and financial independence – there’s no one who shares our campaign mission to empower women quite so much.

And this is reflected in our collaboration – a five-piece capsule collection that celebrates the incredible women of Côte d'Ivoire. Produced on a small scale and crafted using locally sourced materials, the collection includes The Wrap Skirt, The Small Scarf, The Large Scarf, The Bracelet and The Kamandje Cape.

Each piece is available to buy now, with 100% of the funds from sales going straight back into our cocoa farming communities.

Fashion photography of AWA the digital ambassador on a bright orange background
Fashion Designer Rebecca Zoro presenting sketches of the collection

SHARE OUR STORY

Make a donation with 100WEEKS

Want to help change the lives of women in our cocoa farming communities? By making a donation through 100WEEKS, you’ll be sending money directly to women in Côte d'Ivoire, which will help them to start saving and investing. And we’ll keep you updated with their progress, so you can see just how far your donation goes.

Pleasure that won’t cost the planet

We’re committed to creating a more sustainable future, from the packaging we use to the energy that powers our factories.