On pack and online, Magnum explains to consumers why it has opted for Rainforest Alliance certification – to source high-quality cocoa beans, increase the income of farmers and deliver social benefits such as improved health and safety practices.
Working with Rainforest Alliance
Rainforest Alliance is an international non-profit conservation organisation that works in a number of areas, including sustainable cocoa farming. We are working with the organisation to ensure that the farmers in the cocoa supply chain for our Magnum ice cream can achieve the standards that Rainforest Alliance certification requires, and that we can achieve our sustainable sourcing targets.
Rainforest Alliance certifies cocoa according to the Sustainable Agriculture Network (SAN) standards. These standards cover ecosystem conservation, worker rights (including the prohibition of child labour) and safety, wildlife protection, water and soil conservation, agrochemical reduction, decent housing, and legal wages and contracts for workers. We pay the farmers a premium for cocoa beans that are certified sustainable. Once certification is achieved, we can use the Rainforest Alliance logo on our packs to reassure our consumers that the cocoa was produced sustainably.
To achieve certification, we are working with 20,000 small farmers across West Africa. Our strategic supply partner, Barry Callebaut, conducts Farmer Field Schools which are used to train cocoa farmers. Farmers learn how to increase the productivity of their farms and how to improve the quality of their cocoa. The trainers are external experts specialised in cocoa production. Farmers who have been trained, in turn, train other farmers in the cooperative and encourage more farmers to follow the programme.
As well as increasing the availability of sustainably produced cocoa, we are keen to work with Rainforest Alliance to assess the impact that more sustainable practices have in areas ranging from health and education, women’s empowerment and family welfare, to farm performance and environmental protection. We will review these impacts regularly as we move towards our targets.
Working with suppliers
In 2012 we signed a long-term partnership agreement with Barry Callebaut, a supplier of high-quality cocoa products. The company will become our strategic global supplier and innovation partner of choice for our cocoa and chocolate needs.
The partnership will create a step change in our ability to source sustainable cocoa and over time we expect the company to supply up to 70% of our cocoa and chocolate products. This will be achieved under a wide-ranging joint business development plan involving close co-operation across the areas of innovation, sustainable sourcing, capacity expansion and value improvement. Barry Callebaut will invest approximately €18 million in its worldwide factory network in order to prepare the capacity needed to fulfil the long-term partnership agreement.
Targets & performance