A bite of chocolate can be just the thing we need to help us unwind at the end of a long day. But for 6 million cocoa farmers around the world, chocolate isn’t a passing craving – is a vital crop that supports an estimated 40 to 50 million people in developing countries.
The cocoa industry is facing the threat of climate change. Falling water supply and increasing temperatures will affect yields, as cocoa trees lose moisture to the air. This could reduce the supply of cocoa and severely impact farmers. Dedicated organisations, such as the Rainforest Alliance, can help cocoa farmers meet the challenges of global warming, by helping them to build a sustainable, secure and happy future. We believe that the exceptional quality means the chocolate tastes better too! With the Bean to Bite programme, Magnum aims to make cocoa farming more sustainable.
By the end of 2015 we want every Magnum sold in the world to be made with 100% cocoa from Rainforest Alliance CertifiedTM farms – that’s around 30,000 tonnes of certified cocoa a year. By establishing best practice cocoa farming techniques, we can help farmers raise yields, invest in better techniques and see their families and communities prosper, and ensure we source high quality cocoa beans for our Magnum chocolate.
Magnum was launched in the UK in 1989, and has been defined by its cracking Magnum chocolate ever since. Magnum was the first ice cream brand in the UK to use Rainforest Alliance CertifiedTM cocoa, and we now carry the Rainforest Alliance logo across our range. By establishing best practice cocoa farming techniques, we can help farmers raise yields, invest in better techniques and see their families and communities prosper; and ensure we source high quality cocoa beans for our Magnum chocolate.
The Bean to Bite programme has already helped 20,000 cocoa farmers make a positive impact on their farming techniques and communities.
Kwabena Sakyi from Kumasi, Ghana is 28 years old and lives with his wife and two young children. "Cocoa farming is in my blood," he tells us. Through the sustainability programme training, he has doubled his cocoa yield since 2010. "I've learnt both good environmental and business practices," he tells us, "and I now wake up excited to get to the farm because of the significant improvements and the difference I see each day."
Kwabena is optimistic about what his work means for his children. "I've recently opened my first savings account with a local bank. This money will enable me to take better care of my family and pay my children's school fees on time. I am now one giant step closer to fulfilling my dreams for myself and my family".
Chocolate lovers everywhere can make a difference to families like Kwabena's. Accepting nothing less than Rainforest Alliance Certified chocolate can help drive demand for ethical, sustainable farming that helps farmers and their families flourish for generations to come. By keeping our standards high, we can raise farming and living standards for millions of people around the world.
Watch the video below to learn more about the Magnum and Rainforest Alliance collaboration.