Ahead of World Cocoa Day 2022 (13 December) Magnum said it is committed to socially and economically supporting 5,000 women in cocoa farming communities in Cote d’Ivoire by 2025.
Magnum is one of the world’s leading ice cream brands, selling over 1 billion units annually worldwide. As part of its 2025 cocoa strategy, it has invested €25m ($24.22m) to develop a tailored impact programme that aims to lift cocoa farmers out of poverty, eliminate child labour and halt deforestation.
Earlier this year it launched ‘AWA’, a holistic impact programme that aims to specifically empower female cocoa farmers socially and economically.
The campaign has been brought to life with Magnum’s first digital avatar, ‘AWA’, made up of the profiles and real faces of 128 Ivorian cocoa farmers – described as “a first of its kind”.
As part of the programme, a limited-edition fashion collection by Ivorian designer Rebecca Zoro has also been launched inspired by the women of Cote d’Ivoire and created with a team of local artists. The collection is circular and proceeds from the sale will help to raise additional funds for tailored impact programs led by Magnum in Côte d’Ivoire.
“Since my early childhood I have always been passionate about the strength, beauty and work of Ivorian women. The inspirational trips inside Côte d'Ivoire as part of this project allowed me to "see" and especially to ‘feel’ the positive impact that female entrepreneurship can have on our local communities. “
Magnum also works with the charity 100WEEkS, which provides temporary cash support and (financial) training to farmers with no strings attached.
Jeroen de Lange, founder and CEO of 100WEEKS, said: “The results of our programme are lasting. Each story of each woman reached is always moving, and not seldom heartbreaking. We have truly broken the code of change of how people at family level can best move out of poverty.”