Hershey’s recent initiatives are part of its ongoing commitment to improve the cocoa supply chain. In collaboration with Cargill since 2014, the company has been teaching sustainable farming techniques to growers in Ivory Coast, building on the success of its earlier “Learn To Grow” programs in Ghana and Nigeria. Prior to these efforts, Hershey also launched the “CocoaLink” mobile training initiative, delivering weekly messages to Ghanaian farmers about optimal farming and labor practices.
For Hershey, these initiatives offer a more stable and reliable cocoa supply, increased yields, and healthier, better-trained farmers, all while promoting a sustainable environment. The company is also enhancing its mission-driven reputation, which resonates with consumers who value these considerations in their purchasing decisions. A report from The Hartman Group reveals that nearly 70% of consumers prefer greater transparency regarding corporate sustainability practices. In her 2017 sustainability report, CEO Michele Buck emphasized the significance of cocoa as a key ingredient for Hershey, stating that sustainability and the welfare of cocoa-growing communities are top priorities. “Hershey increased its certified and sustainable cocoa sourcing to 60% of all cocoa purchased in 2016 and is on track to achieve 100% by 2020,” she highlighted. According to Bloomberg, this figure rose to 75% last year.
The chocolate giant may wish to promote these achievements to consumers, potentially including them on product packaging to generate interest and boost sales. This should not be challenging, given the rising demand for chocolate, particularly for premium, sugar-free, and dark chocolate varieties. A 2016 TechSci Research report predicts that the U.S. chocolate market will exceed $30 billion by 2021. Given the critical role of chocolate for a company like Hershey, it is not surprising that it has committed $500 million to these efforts. While this investment may seem substantial, it is likely minimal compared to potential long-term costs if cocoa prices surge due to supply shortages. This commitment to sustainability is not only about ethical practices but also about securing Hershey’s future and profitability.
Other chocolate manufacturers, including Nestle, Lindt, Mars, Mondelez, and Barry Callebaut, have also made sustainability investments and promises, although the specifics of their commitments and timelines vary. Customers appreciate these efforts, recognizing that responsibly sourcing cocoa is vital; without such measures, their beloved chocolate bars may become scarce and significantly more expensive.
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