Mars' Mission to Empower Mint Farmers in its Supply Chain

Farmers in India are responsible for producing 80% of the world’s supply of mint and rely on these crops to provide for their households.

A global initiative from Mars, Shubh Mint, is focused on enhancing plant science and investing in mint farming communities throughout its supply chain.

It spans crucial regions such as the US, Canada, and India, where mint serves as a primary livelihood source for more than a million farmers.

Alastair Child, Chief Sustainability Officer at Mars, states: "Mars launched the project in 2017 to improve the livelihoods of mint farming families in our supply chain (a critical ingredient in Mars brands like Extra, Orbit and Airwaves).

“In partnership with Tanager, Callisons India, Norex Flavours Private Limited, Dalberg, Institute for Development Impact and GIZ India, the programme has helped train more than 24,000 farmers on how to produce higher yields, enabling them to more than double their income from mint."

Enhancing supply chain sustainability

Mars actively collaborates with farms across various regions, addressing specific supply chain issues unique to each area.

The AdvanceMint initiative, introduced in 2017, seeks to deepen understanding of agricultural footprints and navigate through social, economic, and environmental challenges. By 2025, this project is set to advance mint science, cut down water usage by 30% in water-stressed regions and boost smallholder farmers' incomes by integrating industry experts and suppliers.

Fluctuating weather patterns, soil health and diseases affecting mint plants mean research in this area is crucial. This is focused on developing plant strains capable of resisting diseases, adapting to climate changes, boosting yields and optimising water use.

Mars has already provided training to more than 20,000 smallholder farmers, equipping them with skills in planting, irrigation, soil health and intercropping techniques to improve crop resilience.

In North America, particularly in the US and Canada, initial entry costs can pose challenges. To counter this, Mars provides annual funding to state mint associations, enabling farmers to adopt best practices in water conservation, soil health enhancement and energy efficiency.

Empowering women farmers 

The Shubh Mint project also sees Mars addressing gender disparities and educational gaps. Collaborating with Tanager, Mars has organised more than 200 self-help groups in India for women, serving as a platform for women to connect, gain access to information and acquire essential farming and livelihood skills.

Mars reports that it has engaged with more than 8,000 women, with 4,800 trained in areas such as rights, financial literacy, nutrition, health and sanitation.

In addition to training, Mars has facilitated in excess of 10,000 loans through these groups and provided resources to more than 750 women for independent vegetable cultivation. At least 500 women have received training in fundamental skills like reading, writing and arithmetic.

Alistair reflects: “Earlier this year, I got to witness the incredible work of Meenal Bahirwani Arora, Sustainable Sourcing Manager for Mars, to create opportunities for mint farmers and ensure that women are not left behind in their communities in northern India.

"For more than eight years, Meenal has dedicated her time to implementing our Shubh Mint programme. The programme also aims to reduce the structural barriers women face in relation to education, finance and household decision-making agencies

"Meenal, along with other Mars Associates, has helped to create self-help groups for women that offer a variety of training, including financial management, savings and credit linkages, access to information about rights and entitlements, and an opportunity to connect with other women to encourage and support each other.

“I got to meet with one of these groups during my visit, and hearing about how the programme has transformed their lives, and those of their children, reminded me once again of what makes Mars a special place."

Tanager's role

Tanager, an international nonprofit, is committed to fostering economic and social advancement, aiming for transformative impacts on agricultural communities worldwide.

Since 1993, it has worked with various organisations to deploy local experts and international advisors to elevate living standards in agriculture.

Through these cooperative efforts, Tanager has boosted mint farm income by 156%, benefiting 25,000 farmers.

The partnership with Mars exemplifies this mission, seeking to impact millions globally through improved supply chain practices.