We often recognise, amidst our hectic schedules, the importance of giving ourselves a respite, enhancing our efficiency, vigour, and capacity to concentrate. Having a delightful treat as part of this time-out is even more pleasurable. This clever marketing angle effectively utilised by Nestle for their renowned KitKat campaign; ‘Have a break, have a KitKat’, played a significant role in the branding of this four-fingered chocolate delight as an emblem of a deserved rest. This phrase has now firmly lodged itself into our everyday vernacular.
The consideration then shifts to whether these time-outs could serve a larger purpose. Nestle has been exploring this concept, pushing the idea of beneficial breaks to a novel dimension. They’ve implemented measures to support those at the very start of the KitKat production chain- the cocoa farmers and their kin.
There’s no denying that the delectable flavour of chocolate is what makes Nestle’s KitKat so popular. It is why the company has been pushing boundaries in chocolate sourcing through the vigorous efforts of the Nestlé Cocoa Plan. This strategy was put in motion in 2009 with the intention of enhancing the well-being and earnings of those involved in cocoa farming. The plan additionally bolstered Nestlé’s aspiration to revolutionise its global cocoa procurement and strive towards absolute traceability and segregation for its cocoa products. Their commitment is illustrated by a planned investment of roughly €1.33 billion (CHF 1.3bn) by the close of this decade. This collaborative effort, aligned with cocoa farming families, has enabled nearly 180,000 cocoa-related households to adopt more efficient agricultural methods, thus amplifying sustainability and enriching social conditions.
Nestlé ensures that all cocoa sourced from Europe is ecologically sustainable, thanks to the Nestlé Cocoa Plan and Rainforest Alliance certified mass-balance cocoa. Additionally, an inventive new revenue enhancement scheme has been launched to further tackle the adversities faced by cocoa-producing communities. The programme firmly aims to bridge the income gap of these families, whilst concurrently encouraging progressed farming techniques and espousing gender equality. It motivates families involved in cocoa farming to encourage their children’s school education and partake in agroforestry.
One of the principal aspects of this revenue enhancement scheme is to boost school attendance rates among families participating in the programme, with the target of a 10 per cent increase in student enrolment. The scheme operates on four key principles, comparable to the four fingers of a KitKat. For the initial two years, the families can earn up to an additional €500 annually, which then decreases to €500 every year thereafter.
A crucial factor is the programme’s emphasis on children aged from six to 16 to receive an education, enhancing academic performance and potentially lowering the risk of child labour. The programme urges adoption of superior farming methods such as efficient tree pruning to boost crop yield. Agroforestry activities including planting of forest and fruit trees is also incorporated to provide shade to delicate cocoa plants, ensuring their survival in drought and promoting biodiversity. Income diversification forms the last pillar of the programme, offering women the opportunity to venture into on-farm businesses like beekeeping for extra income.
Because the focus is on the family unit, the programme ensures women and men are both endorsed as agents of positive change. All farming families partake and acquire the same cash stipend regardless of their farm’s size, ensuring benefit even to those with smaller farms. Payments are transferred directly to the people via mobile phones. This is in addition to the existing support offered by the Nestlé Cocoa Plan and the premium paid for Rainforest Alliance certified cocoa.
Nestlé’s financial growth scheme has already provided assistance to more than 10,000 households in the West African nation of Côte d’Ivoire, and is now extending its operations into neighbouring Ghana, aiming to encompass a total of 30,000 households. The scheme’s objective, by 2030, is to impact an approximated 160,000 cocoa cultivation households throughout the Nestlé cocoa supply web. A substantial scale of potential influence is envisaged.
The programme’s outcomes, independently evaluated, have been laudable. Nestlé has collaborated with independent third-party entities, including the KIT Institute, to assess the programme’s effect. A report derived from an 18-month long research, which sampled 2,000 households across 28 co-operatives in Côte d’Ivoire, found that participant farms had a 32% rise in cocoa outputs. The total net earnings of these households experienced a rise of 38%.
The said research also identified that the establishment of Nestlé-backed good agricultural practices had led to a decline in diseases and pests on farms. The plan has not only facilitated engagement in diverse income generation but has also promoted women’s empowerment and increased rates of child education.
The research also observed that the scheme led to twice the number of households investing in ventures such as boutiques, barbershops and soap-making, shooting up from 21% in 2022 to 55% in 2023.
The programme also furthers financial inclusivity for women with the establishment of Village Savings and Loans Associations (VSLAs), providing prospects for savings and loans with a specific focus on entrepreneurial women. These associations offer various training, encompassing topics like gender equality and entrepreneurship. The study underscored a 52% increase in women’s enrolment in these associations. The rewards of the programme, as Nestlé states, extend beyond the financial realm and promise long-lasting support for the farming community and their progeny.
The sound success of the income accelerator programme is credited to its wholesome approach. “By keeping the family at the heart of the programme, we enable women to support their children’s education while exploring avenues to diversify their household income,” elaborates Darrell High, the global cocoa manager at Nestlé.
The programme has revolutionised cocoa farming through labour professionalisation and dedicated tree care, resulting in higher crop yields. This improved productivity leads to greater income for families engaged in cocoa farming. A crucial factor in this success has been Nestlé’s collaboration with different local associates and active input from the farming families, allowing for ongoing adaptation and enhancement of the programme.
Nestlé is also joining forces with partners and suppliers to overhaul its worldwide cocoa procurement, striving to achieve complete traceability and isolating cocoa supplied via its income accelerator programme. This enables Nestlé to follow the cocoa beans’ entire progression from farm to factory, while maintaining a distinct separation from other cocoa sources, thereby upholding the most stringent traceability standards.
The pioneering KitKat bars produced using cocoa from this income-boosting programme were first made available in Europe earlier this year, with the inaugural batch reaching Ireland in May. Keep an eye out for the specially labelled KitKat Breaks for Good bars equipped with a QR code for extra information and learn about the beneficial impacts behind your break.
Opting for a KitKat bar means that while you’re enjoying a break, you’re simultaneously contributing to a good cause. How so? Because KitKat is committed to positively affecting the lives of cocoa-farming families.
Additional details about the progress of Nestlé’s income accelerator programme can be found here. Find out more about the positive initiatives promoted by KitKat Breaks For Good within the cocoa farming communities at kitkat.co.uk.