Mars Chocolate: Women’s Empowerment Plan
SCOPE
Our vision is to empower women in the cocoa supply chain. Our plan, which is informed by external
consultations and direct field research, focuses on strengthening the role of women farmers in ourdemonstration project – Vision for Change (V4C) – in 2015 and 2016. Beginning in 2015, we will use learnings
from V4C to build the women’s empowerment program within our own supply chain, in West Africa,
Indonesia and elsewhere.

INTRODUCTION
Women provide nearly 45% of the labor in cocoa supply chains, but do notbenefit from training or access to resources, such as fertilizers and better
plants. In family farms, where they serve as unpaid labor, they are rarely
acknowledged as farmers. They also experience frequent discriminationand inequality.
Mars Chocolate is working to create a sustainable cocoa supply chain
through its Sustainable Cocoa Initiative (SCI). The SCI consists of programs
to boost productivity and improve farming communities in cocoa-producing
regions, including in West Africa and Asia. Empowering women – financiallyand socially – is critical to achieving sustainability goals.

What we mean by
women’s empowerment:---

Increasing women’s
access to economic andsocial opportunities
Providing resources tohelp women farmers
improve yields andincomes
Enabling women to
make decisions in cocoa
farming communities
and households.

The SCI approach – productivity and community development – isconsidered an effective way to help farming communities, including womenand children, and has been broadly adopted by the industry. But it lacked a
specific gender focus, which is why we published an independent genderassessment of our SCI demonstration program, Vision for Change (V4C), in June 2013. V4C is focused on
cocoa-growing communities in the western region of Côte d'Ivoire. Based on the assessment, we developed aGender Action Plan in 2014, followed by a progress update in February 2015. In September 2014, we
recruited an experienced Gender Expert to focus on strategy and field research, who is based in Côte
d'Ivoire.
We are pleased that our progress has been noted by stakeholders, including in Oxfam’s 2015 Behind theBrands scorecard. We have a long way to go, but we are eager to start the next phase of our gender
program. This document lays out these plans.

IMPORTANT TERMINOLOGY AND KEY PARTNERS
V4C: Mars’ SCI flagship program, Vision 4 Change (V4C) in the Soubré region of Côte d'Ivoire. V4C uses a networkof CDCs and CVCs. It also includes 75 community development committees that drive programs in this area
CDC: Cocoa Development Centers (CDCs) serve as distribution and training hubs, providing agricultural training,
good quality plants, fertilizers and pesticides to farmers
CVC: Our Cocoa Village Centers (CVCs) sell approved plants and provide training, and are run by local
entrepreneurs trained by a CDC
ICRAF: The International Center for Research in Agroforestry (ICRAF) is an implementation partner for V4C
ANADER: 'Agence nationale d'appui au développement rural’ – the national extension services in Côte d'Ivoire,
and an implementation partner on V4C.

FFS: Farmer Field Schools (FFSs), facilitated by ANADER, deliver Good Agricultural Practices training to farmers.

At a glance: Women’s Empowerment Plan

Goals
E1: Improve access totraining, technical advice
and production inputs for
women farmers and laborers

Economic
Empowerment

E2: Develop and strengthen
support for women to
improve their personal andfamily livelihoods

Commitments
Farmer Field School training for
women only

Target Beneficiaries
100 women
200 women
400 women
500 women
1000 women
25 community women’sgroups in V4C
Extend to communities
outside V4C
At least 10 V4C
communities, totalingat least 300 womenAt least 10 additional
communities
All V4C communities

Target Date
2015
2016
2017
2015
2016
2015

10 new female CVC
operators
Mars supply chain

End 2016

25 ICRAF staff

Completed

Partnership with CARE on
household dialogues andengaging men and boys ongender equality

150 women and 80% of
men in at least 10 VSLA
program communities(approximately 120)

End 2015

Commission research (V4C andbeyond)Field research
ICRW global research
CARE baseline study

2015
2015
2016

ICRW team develop overarchingframework

Mars’ Women’s
Empowerment Plan

2016

CARE’s M&E framework

VSLA participants

2016

Strengthen ICRAF and ANADER
M&E
We will publish regular reviewsof all interventions
Identify an independent
verifiers to evaluate genderinterventions
Initial assessment of Indonesian
supply chain
Share results of programs withkey stakeholders

V4C communities

2015

Mars’ Women’s
Empowerment Plan
Mars’ Women’s
Empowerment Plan

2015

Indonesia

2016

CocoaAction companies

Ongoing

Local governments

Ongoing

Providing technical support for
women through CVCs
Strengthen Income Generating
Activities

Partnership with CARE will
include savings and loans
program

S1: Increase women’s
leadership and participationin community decision
making bodies, including[cocoa co-operatives]

SocialEmpowerment

S2: Engage with men andboys to increase
appreciation of work done
by women, and address
gender inequalities inhouseholds and communities

S3: Advance research into
causes of women’s lack ofparticipation anddiscrimination
O1: Develop and implement
robust KPIs and monitoring
systems to track program
data

OperatingPrinciples

O2: Conduct regular gender
reviews of all interventions
and carry out third party
verification at regularintervals.

O3: Use engagement andpartnerships to strengtheninterventions

25% of members in local
development committees are
women
20% of CVC operators are
women
Define interventions in Mars’
supply chain
Provide formal gendersensitization training for V4C
implementation staff

2016
2015

2016
End 2015

June 2016

2016

Economic Empowerment
GOAL E1: Improve access to training, technical advice and production inputs for women farmers andlaborers

Why this is important
Research has shown that women farmers typically achieve yields that are 20-30% lower than men, because oflack of access to resources such as fertilizers and plants.1 Our field research has found that female
participation in our V4C Farmer Field School (FFS) training programs accounted for less than 3% overall. We
want to help women farmers and laborers get the knowledge, life skills, technical resources, and inputs theyneed to improve their productivity and incomes. This work will impact many women in our supply chain,including farm owners, laborers and women from migrant families.

Our commitmentsIncrease the overall participation rate of women in V4C FFS training from the current level of lessthan 10% to a minimum of 20% by reaching:o 100 women in 2015o 200 women in 2016o 400 women in 2017
Increase the services and outreach we provide to women farmers through our Cocoa Village Centers(CVCs) by providing technical support to:o 500 women in 2015o 1000 women in 2016

Implementation plan

In 2015, we are organizing FFS training exclusively for women farmers and laborers. By providing
women’s only training, we will scale up overall participation rates of women in FFS. The pilot will
begin in June 2015 with 100 women attending four FFS sites. Training, lasting between six to ninemonths, will cover different modules including hands-on Good Agricultural Practice (GAP) training
on cocoa and vegetable growing, access to finance, income development, and essential
management skills. The four FFS sites will be chosen by communities and our implementation
partner ANADER based on ease of accessibility for local women.
We have formalized our CVC registration systems to identify the number of women farmers andlaborers who use CVCs. We will use this data to meet our commitment to provide technical support
to women working on farms serviced by CVC operators.

Monitoring and KPIs
We are working with ANADER and ICRAF to deliver V4C training programs. KPIs will include total number ofwomen reached through women-only training, and overall rates of women participating in the program,compared with men. We will conduct field research to document the training processes, and identify
challenges and best practices through qualitative data collection.

1 Source: http://www.farmingfirst.org/women_infographic/

GOAL E2: Develop and strengthen support for women to improve their personal and family livelihoods

Why this is important
Research shows that women invest a greater proportion of their disposable income in family and community
well-being.2 This has a powerful multiplier effect for the well-being of children, families and communities in
the cocoa supply chain. We want to help women improve the wellbeing of their families by developing theirleadership capabilities, diversifying their income and promoting self-reliance. Increased financial
independence and capabilities to grow nutritious crops will enable women to provide a secure food supply
for their families.

Our commitments

Initiate crop diversification/food security actions within 25 community women’s groups, and convert
at least half of these into Income Generating Activities (IGAs) by end 2015
o Develop and implement IGAs for women in communities outside V4C beginning in 2016, withtargets set by the end of 2015.
Partner with CARE in at least 10 V4C communities, targeting at least 300 women, to set up savingsand loans schemes that provide access to finance by end 2015o CARE will also provide women with financial literacy training, planning and marketing skills
and basic accounting skills to facilitate IGAs.

Implementation plan

In 2014, 19 women’s groups were functioning and conducting an IGA (e.g., vegetable growing,
animal husbandry, soy bean and plantain production). Ten of these groups produced soy beans, acrop recommended by ICRAF to boost nutrition and contribute to a balanced diet.
o We are working to strengthen group dynamics, leadership and product marketing. For
example, soy bean producing groups will be trained by local experts on soy-based foodpreparation and marketing of surpluses.
o In 2016, we will develop and implement IGAs for women in communities outside V4C.
We are partnering with CARE to implement their Village Savings and Loans Association (VSLA)
methodology in 15 V4C communities.3 This project, starting in 2015, will target 300 women andgirls, aged 15 to 49. Mars and CARE will:o Use household surveys and focus group discussions to establish the baseline in targetedcommunities.
o Train community members to establish VSLA groups, identify group promoters, and monitor
how the groups implement the methodology in the first and second years.
o Provide micro-grants to fund inputs for up to 10 projects that will allow women
entrepreneurs to scale up their businesses in year 2. The projects will be selected by acommittee made up of ICRAF, ANADER, CARE, Mars and government representatives.
o In 2016, identify at least 10 more communities to implement the VSLA methodology (20communities in total)

2 International Centre for Research on Women (ICRW), (2009), Empowering women in cocoa farming communities, ICRW Final

Report, Washington DC: International Centre for Research on Women (page 3)
3 The VSLA is a CARE-pioneered microfinance methodology. It was developed by CARE International in Niger in 1991 and has
spread to at least 61 countries in Africa, Asia and Latin America, with over 6 million active participants worldwide. (Source: CARE
International)

Monitoring and KPIs
CARE will develop a Monitoring and Evaluation (M&E) framework in collaboration with Mars’ partner,
International Center for Research on Women (ICRW). The framework will use elements adapted from the
Women Empowerment in Agriculture Index to measure five domains of empowerment: production, access toresources, control over income, leadership, and autonomy. Mars will work with CARE and ICRW to identify
KPIs that relate to women gaining influence and increased income. Indicators could include: percent of
women’s contribution to household expenses from IGAs; number of meals per day per household; and school
attendance rates.

Social Empowerment
GOAL S1: Increase women’s leadership and participation in community decision-making bodies,including cocoa co-operatives.

Why this is important
Our gender assessment found that the V4C program was unintentionally reinforcing male-centered power incommunities. The selection criteria we used for recruiting CDC and CVC staff was not designed to attract
women. Similarly, cocoa co-operatives – whose members receive more access to technical and financial
services – often restrict the participation of women because members are required to own land – asignificant barrier for women in West African countries. We want to ensure that women are empowered toparticipate actively in the development of workplaces, homes and their communities.

Our commitmentsEnsure there is at least one woman on each community development committee in V4C
communities. We will aim to increase that participation to 25% of all committees by end-2015.
Add 10 new women CVC operators during the selection of the next cohort, boosting percentage ofwomen CVC operators from less than 5% to a minimum of 20% by end 2016.
Define specific interventions in Mars’ supply chain that will increase women’s participation in the
management of farmer organizations supplying Mars by June 2016.

Implementation planCurrently, 12 of 75 V4C committees include one woman member, while all other committees (63)have at least two women. In total, 22% of committee members are women. The committees are
renewed every three years, depending on their individual start dates. Committees are appointed
through community meetings facilitated by ICRAF and ANADER. These meetings raise awareness on
the importance of women on committees and in decision-making functions.
Two out of our 25 CVCs are run by women, and we will add 10 women operators in the next group.
We will:o Review the selection process to identify obstacles that prevent women from applying.
o Interview current CVC operators and ICRAF staff involved in the selection process to ensure
we develop effective selection criteria that is more inclusive of women.
o Provide additional training to the selected female CVC operators depending on needs
identified.
Strengthen interventions in Mars’ supply chain by increasing women’s participation in the
management of farmer organizations that supply Mars, and define supply chain interventions byJune 2016.

Monitoring and KPIs
This work will be monitored by ICRAF. KPIs will include the number of women selected to be CVC operators,

number of women CVC operators given management and technical training.
GOAL S2: Engage with men and boys to increase appreciation of work done by women, and address
gender inequalities in households and communities

Why this is important
Our gender assessment found that there is little financial value placed on women’s labor on family farms.
Women also assume a disproportionate share of family responsibilities. We want to increase and improve thedialogue between women, men and boys to help women strengthen their influence on household decisions
and in communities.

Our commitmentsProvide formal gender-sensitization training for at least 25 ICRAF staff
Engage women, men and boys on gender equality through the partnership with CARE, targeting 150
women and 80% of men (approximately 120) by end 2015o Introduce household and community dialogue methodologies
o Target the 10 communities in which VSLA will be initiated in 2015.

Implementation planIn September 2014, we delivered a training workshop on gender sensitization and awareness for 25
ICRAF staff, facilitated by ICRAF’s Gender Implementation Team based in ICRAF headquarters in
Nairobi.
As part of the partnership with CARE, we will:o Provide gender awareness training of ICRAF and CARE project staff working in VSLA
communities. The three-day training to broaden their understanding of the role of womenin society will include modules on power, violence, sexuality and male engagement.
o Establish ‘community male champions’ in the targeted communities. The champions willtalk about the positive changes they’ve made with respect to women, and the impact ofthese changes on their households. The champions will be identified through a community
selection process to ensure ownership and commitment.
o Deliver bi-monthly group dialogues with couples that will raise awareness of the difference
between how women and men are treated in the household, and help them understand thebenefits of listening to each other.

Monitoring and KPIs
Indicators reflecting the effectiveness of the household dialogue will be developed in conjunction with CARE
and ICRW and will be used beginning in 2016.

GOAL S3: Advance research into causes of women’s lack of participation and discrimination faced byunpaid female family and waged workers

Why this is important
Research is critical for improving program implementation and impact. Our 2013 gender assessment andOxfam’s 2014 analysis recommended that we commission additional research into the causes of
discrimination against women and their lack of participation in cocoa sector activities, and expand theresearch scope beyond V4C communities.

Our commitments

Publish the findings from our field research by end 2015o Conduct field research in communities beyond V4C in 2016
Partner with International Center for Research on Women (ICRW) on research to look at causes for
women’s lack of participation as direct cocoa suppliers and discrimination faced by unpaid femalefamily and waged workers. This will include perspectives on the role that land tenure and landownership plays for women in terms of their position within the cocoa sector and communities.
Findings will be published in 2015.
Partner with CARE to conduct a baseline study as part of the partnership. Findings will be publishedin 2016.

Implementation planThe Gender Expert, based in Côte d'Ivoire, is conducting field-based interviews in V4C communities
with farmers, laborers, and community members to understand the limitations they face in cocoa
farming and financial opportunities. Key findings of this research will be published by end-2015.
The ICRW is a leading global institute dedicated to field-based research and analysis, technicalsupport, advocacy, and strategic advisory services to empower women and girls. Mars worked withICRW in 2009 to strengthen the Mars sustainability program. In May 2015, we initiated a newpartnership with ICRW, which will:o Review and synthesize global evidence on what works to empower women economically,
with a focus on agricultural supply chains.
o Further refine the Mars Women’s Empowerment Plan and develop a theory of change.
o Develop a framework for monitoring progress and measuring program impact.
o Convene a meeting of selected sector and regional experts to validate the Women’s
Empowerment Plan, theory of change and the measurement framework.
 The above activities will be accomplished and reported before the end of 2015.
As part of the partnership, CARE will conduct a baseline study in targeted communities. They will
use household surveys and focus group discussions to establish baselines on data points relevant for
women’s empowerment. The Terms of Reference for the baseline will be jointly designed by CARE,ICWR and the Institut National Polytechnique Houphouet Boigny (INPHB).

Monitoring and KPIs
ICRW will validate its research, strategic plan and measurement framework through engagement with selected
sector and regional experts. We will publish their findings by end 2015.

Operating Principles: Monitoring, Verification andEngagement
GOAL O1: Develop and implement robust KPIs and monitoring systems to track program data
GOAL O2: Conduct regular gender reviews of all interventions and carry out third party verification at regularintervals.
GOAL O3: Use engagement and partnerships to strengthen interventions

Why this is important
Our 2013 gender assessment identified a need for monitoring and evaluation for V4C. Further, the 2014
Oxfam analysis strongly suggested strengthening our monitoring and evaluation, and impact assessment
mechanisms. Transparency and accessibility are important to us, as demonstrated by our commitment topublish our research findings. We aim to ensure proper monitoring and measurement of program results todrive impacts and support the communication of best practices.

Our commitments

Develop and implement robust KPIs and monitoring systems to track program data
Conduct regular gender reviews of all interventions and carry out third party verification at regularintervals.
Use engagement and partnerships to strengthen interventions and increase influence

Implementation plan
1.

2.

3.
4.

Develop monitoring frameworks:a. ICRW: The ICRW team will develop an overarching framework to measure goals and actions
within the Mars’ Women’s Empowerment Plan. The framework, developed with third party
consultation, will help us build the women’s empowerment plan for Mars’ supply chain.
b. CARE: CARE’s Monitoring and Evaluation framework will track the impact of changes inperceptions and actual empowerment of women targeted by the VSLA program. This will
also inform the measurement of activities developed for Mars’ supply chain. Potential
indicators include: % of women in community organizations; % female cocoa farmers; % of
women’s contribution to household income; nutritional status of children; school enrolment
and attendance; adult literacy rate.
c. ICRAF/ANADER: We will strengthen the capacity of ICRAF and ANADER to carry out themonitoring and evaluation activities in their role as implementation partners in V4C
communities.
Conduct Reviews: Our M&E program will include regular reporting from the field against an agreed
set of output and outcome indicators. In addition, we will:a. Carry out and publish an assessment, including field research and local stakeholder
consultations, of the gender situation in the Indonesian supply chain. This 2015 assessment
will inform our action plan for tackling women’s empowerment in Indonesia.
Verification: By end-2016, we will identify an independent verifier who will conduct an external
evaluation of our gender interventions.
Partnerships and sector level influence: To strengthen existing partnerships, we will share theresults of our programs with key stakeholders, including the 11 companies participating in
CocoaAction and the government of Côte d'Ivoire. We will also identify new partners as we expand
this effort into our own supply chain.