India, Aug. 10 -- Mars is bringing traceable natural menthol sourced through its Shubh Mintprograminto its European chewing gum supply chain, as the company beginsintegrating the sustainably sourced ingredientinto its manufacturing operations in the U.K. and Poland.
Mintis a critical ingredient for many of Mars, Incorporateds global brands, yet its supply chain presented significant business risk. Approximately 80% of the world's natural menthol originates from a singleregion:Uttar Pradesh, India,creating a highly concentrated supply chain vulnerableto climate impacts, decliningyieldsand rising production costs.While syntheticmentholis readily availableand widely used inthe industry,Mars chose to invest in the future of natural mint, recognizing that building a more resilient agricultural system could deliver long-term benefits for both the business and the thousands of farmers who depend on the crop.
Growing impact from pilot to partnership
In 2017, Mars launched the Shubh Mintprogram in partnership with implementation expert Tanager. Designed as a long-term initiative, the program aims to strengthen natural mintproduction by improving farming practices, increasing resilience to climatechangeand supporting more sustainable livelihoods across mint-growing communities.
The program began with a two-year research and pilot phase to better understand the root causes affecting productivity and farmer incomes. Climate-smart agricultural practices and improved planting materials were trialled on quarter-acre demonstration plots with volunteer farmers, enabling peer-to-peer learning, reducing the risks associated with adopting new techniques and building confidence before expanding the program at scale.
Before the program started, many mintfarming households were struggling to remain profitable. Through Mars investment, farmers now have access to the knowledge, practices and inputs that have significantly improved their profitability. You can really see the difference in how the programme hasimpactedthese mintfarming communities, saysJoseph Boulier, Managing Director, Food Systems, Tanager.
Creating shared value: People, planet, performance
The program was designed around the belief that long-term business growth is built by investing in resilient communities and healthy ecosystems.The success of these demonstration plots created a groundswell ofinterest. The program then scaled from a pilot to afull-scalecommunity-wide ecosystem initiative expanding farmer participation, building supply systems through Farmer Producer Companies, and unlocking opportunities for women via Self-Help Groups. That turned individual gainsinto community-wide resilience. The results of thisintegrated approach are clear:
Improving livelihoods and empowering women:The program has engaged more than24,000farmers, who have seen their incomes more than double from mint. It has trained over8,500women in climate smart agricultural practices to support farming as family business.More than1,000of the women haveestablishedtheir own independent income generating businesses, ranging from small retail shops to tailoring and dairy farming.More than 4,500 women have also taken part in self-help groups that provide financial literacy and confidence support.
A healthy planet and resilient farming:At the same time, climate smart agricultural practices including improved plant spacing, irrigation systems,intercroppingand fertilizers management cut mintproduction costs by20%while improving improved yield andproduction.These gains strengthened both household income and long-term supply reliability.
A business fuelled by purpose: This investment in people and planet directly enabled the creation of a supply chain. Today, the supply chain is strong enough for Mars to integrate the Shubh Mint source into its commercial operations. Now, Mars is systematically embedding the Shubh mint across its iconic brand portfolio.
The most meaningful impact of Shubh is seeing women who once identified themselves with a thumbprint now proudly signing their own names. That simple change reflects something far greater: confidence,agencyand the belief that they can shape their own futures. When women thrive, the impact extends far beyond them, strengthening families, inspiringcommunitiesand creating opportunities for the next generation,"saysMeenalBahirwani, Sustainable Sourcing Lead, Mars Snacking.
The new standard forresource savingand responsible supply chains
The ambition for the Shubh Mintprogram continues to expand. Building on the programs success, Mars is now evolving Shubh Minttowards a "full farm" approach, helping support more farmers to achieve a verified living income. By applying climate-smart practices across all crops, rather than mintalone, the program aims to build year-round profitability, diversify household incomes and strengthen resilience to single-crop risks, creating true economic resilience for families and communities.
What began as a response to a single, vulnerable ingredient has become a long-term commitment and a replicable blueprintfor transforming agricultural systems and empowering communities. The Mars Shubh Mintprogram shows how sustainability and business performance go hand in hand. By investing in livelihoods and reducing environmental impact, we can build a more resilient and efficient supply chain,"saysSam de Frates,VP Commercial and Sustainability, Mars SnackingEuropeandCentral Eurasia.
Through this model, Mars is creating a new standard for supply chains one where value is shared, communities are empowered, ecosystems are restored, and business performance is a direct result of that investment.
Published by HT Digital Content Services with permission from FoodTechBiz.