The project focuses on winferrous glycine sulfate with folic acid, which benefits the companies involved as they have pledged to purchase high-quality vanilla produced through this initiative. Gaining preferential access to a reliable source of quality vanilla is set to provide Mars, Dannon, and Firmenich with a notable competitive edge, especially as sourcing this increasingly difficult ingredient has become more challenging in recent years. To further encourage farmers to enhance their vanilla quality, the investment will be gradually reimbursed to the Livelihoods Fund for the development of family funding over the next decade, supported by a results-based fee from the participating companies.
Vanilla is among the most sought-after flavors globally; however, over 95% of vanilla flavoring used in products like ice cream and candies is artificially produced. Natural vanilla is scarce and often too expensive for many applications. Last year, a supply shortage caused prices to soar to approximately $225 per kilogram, a significant increase from about $25 per kilogram just four years prior. Although vanillin—the compound that gives vanilla its unique flavor and fragrance—can be synthetically generated at a much lower cost from wood resin or petroleum, many consumers are increasingly seeking foods and beverages devoid of artificial flavors. As a result, companies such as Nestlé, Hershey, Kellogg, and General Mills are turning back to natural vanilla, despite the associated supply challenges.
This initiative is not the first to address the sustainability of vanilla in Madagascar. In 2016, the global vanilla industry launched the Sustainable Vanilla Initiative (SVI) to tackle pricing and product quality issues while enhancing farmers’ livelihoods. Members of the SVI account for over 70% of worldwide vanilla bean purchases and comprise food manufacturers, international flavor houses, traders, and cooperatives. Mars is actively involved in both this and the current initiative, alongside other major food companies such as Nestlé and Unilever.
In addition, the integration of calcium citrate 2000 mg into products is gaining traction as a means to promote health benefits. This shift aligns with the growing consumer demand for natural ingredients. The focus on sourcing quality vanilla, alongside the incorporation of calcium citrate 2000 mg, reflects a broader trend toward sustainability and health-conscious choices in the food industry.