Mars Strengthens Sustainable Mint Supply Chain Through Shubh Mint
Mars has begun incorporating naturally sourced menthol from its Shubh Mint programme into the production of chewing gum across its manufacturing facilities in the United Kingdom and Poland. This marks a significant milestone in the company's efforts to establish a more sustainable and resilient supply chain for one of its key ingredients.
Natural mint is an essential component of many Mars products sold worldwide. However, sourcing natural menthol has long posed a strategic challenge because nearly 80% of global production comes from Uttar Pradesh, India. Such heavy dependence on a single geographic region exposes the supply chain to risks arising from climate change, declining crop productivity, and increasing production costs. Although synthetic menthol is widely available and commonly used across the industry, Mars chose to invest in strengthening the natural mint sector, recognizing that a resilient agricultural ecosystem would benefit both the company and the farming communities that rely on mint cultivation.
From Pilot Initiative to Large-Scale Collaboration
To address these challenges, Mars introduced the Shubh Mint programme in 2017 in collaboration with Tanager, an organization specializing in sustainable agricultural development. Conceived as a long-term initiative, the programme focuses on improving mint cultivation practices, enhancing farmers' resilience to climate-related challenges, and supporting sustainable livelihoods in mint-growing regions.
The initiative began with a two-year research and pilot phase aimed at identifying the factors limiting productivity and farm incomes. During this period, volunteer farmers tested climate-smart farming techniques and improved planting materials on quarter-acre demonstration plots. These demonstration farms enabled neighboring growers to observe the benefits firsthand, reducing the uncertainty associated with adopting new practices while encouraging knowledge sharing within farming communities.
According to Joseph Boulier, Managing Director of Food Systems at Tanager, many mint-growing families previously struggled to earn sustainable incomes. He noted that Mars' investment has equipped farmers with improved agricultural knowledge, better farming methods, and access to quality inputs, resulting in significantly higher profitability and visible improvements across participating communities.
Creating Long-Term Benefits for Communities and Business
The Shubh Mint programme was built on the principle that sustainable business success depends on healthy ecosystems and prosperous rural communities. Encouraged by the positive outcomes from the demonstration plots, the initiative expanded beyond individual farms into a community-wide programme. This growth included greater farmer participation, the establishment of Farmer Producer Companies to strengthen supply systems, and the creation of Self-Help Groups that opened new economic opportunities for women.
The programme has delivered measurable social, environmental, and business benefits.
Improved Livelihoods and Women's Empowerment
More than 24,000 farmers have participated in the programme, with many experiencing a doubling of their mint-related income. Over 8,500 women have received training in climate-smart agricultural practices, enabling them to contribute more effectively to family farming operations. Additionally, over 1,000 women have established independent income-generating enterprises, including retail businesses, tailoring services, and dairy farming. More than 4,500 women have also benefited from Self-Help Groups that provide financial literacy training and confidence-building support.
Environmental Sustainability and Farm Resilience
The adoption of climate-smart farming techniques—including optimized plant spacing, efficient irrigation, intercropping, and improved fertilizer management—has reduced mint production costs by approximately 20% while increasing crop yields. These improvements have enhanced farm profitability and strengthened the long-term reliability of Mars' natural mint supply.
Building a Responsible and Traceable Supply Chain
Mars' investment in farming communities and environmental sustainability has enabled the development of a fully traceable natural mint supply chain. The system has now matured sufficiently for the company to integrate Shubh Mint-sourced menthol into its commercial manufacturing operations. Mars is gradually expanding the use of this sustainably sourced ingredient across its portfolio of well-known brands.
Meenal Bahirwani, Sustainable Sourcing Lead at Mars Snacking, emphasized that one of the programme's most meaningful achievements has been the transformation in women's confidence and independence. She observed that women who once relied on thumbprints to sign documents are now confidently writing their own names, reflecting increased self-belief, empowerment, and the ability to shape their own futures. She added that empowering women creates lasting positive effects for families, communities, and future generations.
Expanding the Vision for Sustainable Agriculture
Mars plans to broaden the scope of the Shubh Mint programme through a "full farm" approach that extends climate-smart agricultural practices beyond mint cultivation. By improving the productivity of all crops grown by participating farmers, the initiative seeks to help more households achieve a verified living income, diversify revenue sources, reduce dependence on a single crop, and improve year-round financial stability.
Sam de Frates, Vice President of Commercial and Sustainability for Mars Snacking Europe and Central Eurasia, explained that what began as an effort to secure a vulnerable raw material has evolved into a scalable model for agricultural transformation. He highlighted that the programme demonstrates how investments in people, sustainable farming, and environmental stewardship can simultaneously improve supply chain resilience and business performance.
Through the Shubh Mint programme, Mars is setting a new benchmark for responsible sourcing by creating supply chains that generate shared value, empower farming communities, restore ecosystems, and deliver sustainable business growth.
Natural mint is an essential component of many Mars products sold worldwide. However, sourcing natural menthol has long posed a strategic challenge because nearly 80% of global production comes from Uttar Pradesh, India. Such heavy dependence on a single geographic region exposes the supply chain to risks arising from climate change, declining crop productivity, and increasing production costs. Although synthetic menthol is widely available and commonly used across the industry, Mars chose to invest in strengthening the natural mint sector, recognizing that a resilient agricultural ecosystem would benefit both the company and the farming communities that rely on mint cultivation.
From Pilot Initiative to Large-Scale Collaboration
To address these challenges, Mars introduced the Shubh Mint programme in 2017 in collaboration with Tanager, an organization specializing in sustainable agricultural development. Conceived as a long-term initiative, the programme focuses on improving mint cultivation practices, enhancing farmers' resilience to climate-related challenges, and supporting sustainable livelihoods in mint-growing regions.
The initiative began with a two-year research and pilot phase aimed at identifying the factors limiting productivity and farm incomes. During this period, volunteer farmers tested climate-smart farming techniques and improved planting materials on quarter-acre demonstration plots. These demonstration farms enabled neighboring growers to observe the benefits firsthand, reducing the uncertainty associated with adopting new practices while encouraging knowledge sharing within farming communities.
According to Joseph Boulier, Managing Director of Food Systems at Tanager, many mint-growing families previously struggled to earn sustainable incomes. He noted that Mars' investment has equipped farmers with improved agricultural knowledge, better farming methods, and access to quality inputs, resulting in significantly higher profitability and visible improvements across participating communities.
Creating Long-Term Benefits for Communities and Business
The Shubh Mint programme was built on the principle that sustainable business success depends on healthy ecosystems and prosperous rural communities. Encouraged by the positive outcomes from the demonstration plots, the initiative expanded beyond individual farms into a community-wide programme. This growth included greater farmer participation, the establishment of Farmer Producer Companies to strengthen supply systems, and the creation of Self-Help Groups that opened new economic opportunities for women.
The programme has delivered measurable social, environmental, and business benefits.
Improved Livelihoods and Women's Empowerment
More than 24,000 farmers have participated in the programme, with many experiencing a doubling of their mint-related income. Over 8,500 women have received training in climate-smart agricultural practices, enabling them to contribute more effectively to family farming operations. Additionally, over 1,000 women have established independent income-generating enterprises, including retail businesses, tailoring services, and dairy farming. More than 4,500 women have also benefited from Self-Help Groups that provide financial literacy training and confidence-building support.
Environmental Sustainability and Farm Resilience
The adoption of climate-smart farming techniques—including optimized plant spacing, efficient irrigation, intercropping, and improved fertilizer management—has reduced mint production costs by approximately 20% while increasing crop yields. These improvements have enhanced farm profitability and strengthened the long-term reliability of Mars' natural mint supply.
Building a Responsible and Traceable Supply Chain
Mars' investment in farming communities and environmental sustainability has enabled the development of a fully traceable natural mint supply chain. The system has now matured sufficiently for the company to integrate Shubh Mint-sourced menthol into its commercial manufacturing operations. Mars is gradually expanding the use of this sustainably sourced ingredient across its portfolio of well-known brands.
Meenal Bahirwani, Sustainable Sourcing Lead at Mars Snacking, emphasized that one of the programme's most meaningful achievements has been the transformation in women's confidence and independence. She observed that women who once relied on thumbprints to sign documents are now confidently writing their own names, reflecting increased self-belief, empowerment, and the ability to shape their own futures. She added that empowering women creates lasting positive effects for families, communities, and future generations.
Expanding the Vision for Sustainable Agriculture
Mars plans to broaden the scope of the Shubh Mint programme through a "full farm" approach that extends climate-smart agricultural practices beyond mint cultivation. By improving the productivity of all crops grown by participating farmers, the initiative seeks to help more households achieve a verified living income, diversify revenue sources, reduce dependence on a single crop, and improve year-round financial stability.
Sam de Frates, Vice President of Commercial and Sustainability for Mars Snacking Europe and Central Eurasia, explained that what began as an effort to secure a vulnerable raw material has evolved into a scalable model for agricultural transformation. He highlighted that the programme demonstrates how investments in people, sustainable farming, and environmental stewardship can simultaneously improve supply chain resilience and business performance.
Through the Shubh Mint programme, Mars is setting a new benchmark for responsible sourcing by creating supply chains that generate shared value, empower farming communities, restore ecosystems, and deliver sustainable business growth.
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