Mondelēz World Travel Retail (WTR) has rolled out the latest phase of its ‘Travel Retail Made Right’ sustainability programme to support cocoa communities.
The Ghana Mobility Initiative is a collaboration between the Mondelēz World Travel Retail team, Cocoa Life, and Child Rights International. It centres on providing tricycles for local Ghanaian cocoa communities with the aim of enhancing mobility for children and small businesses and is highlighted in an airport-wide activation with the Groupe ADP-Lagardère Travel Retail joint venture at Paris Charles de Gaulle.
Cocoa Life is Mondelēz International’s signature cocoa sustainable sourcing programme aimed at helping to transform the livelihoods of cocoa farmers and their communities. It focuses on helping to make cocoa farming more sustainable, empowering women, educating those in the community, protecting and restoring forests and inspiring lasting, positive change. |
The tricycles offer children a means of transport to and from school, improve punctuality, reduce lost school hours and help stimulate excitement for students to enrol or even re-enrol in schools.
The tricycles can also be used by farmers and traders to distribute goods. Mondelēz WTR noted that Ghanaian locals are being trained to operate the tricycles, in line with efforts to help build competencies of young adults to take up employment opportunities.
The activation at Paris Charles de Gaulle Airport includes a life-size tricycle that travellers can ride to better understand the mechanisms of the project.
Promotions spotlight Toblerone products and exclusive shopping bags. Mondelēz WTR is donating proceeds from the bags to the tricycle project, helping shoppers to make their own contribution.
Mondelēz WTR said the activation, and the Travel Retail Made Right project, reflects the principles of the company’s evolved category vision which was presented at TFWA World Exhibition in Cannes.
As reported, the vision focuses on driving greater penetration and accelerated conversion to deliver confectionery market growth and considers elevating category awareness through more experiential touchpoints and delivering unique experiences.
Mondelēz WTR Head of Customer Marketing Beatriz De Otto said: “As we considered the next stage of our holistic Travel Retail Made Right journey, our World Travel Retail team looked at what is close to our values, close to our hearts, and close to our people.
“Through this project we are going back to the heart of our brands, investing to help contribute to brighter futures and support communities.”
De Otto described transportation as an “integral part of human activities, affecting the way in which society is organised”.
“It is the heartbeat of any city, town or village and the basis of interaction for movement to work, leisure, business, and school. We aim to help cocoa communities thrive and support community members with access to transportation and education; to help create a more sustainable future.”
“Lagardère Travel Retail is honoured to partner with Mondelēz World Travel Retail to help bring awareness to such an important project and support our customers” – Lagardère Travel Retail Head of Confectionery Stéphanie Zakarian
De Otto emphasised the key role of underlined the role of collaborations in travel retail. “Partnerships continue to be integral to our sustainability strategy, with Mondelēz WTR, Lagardère, Paris Charles de Gaulle Airport and the shopper all with a common goal to help support cocoa communities,” she said.
“Shoppers are looking for products that support sustainability. With this initiative, we are highlighting that choosing Mondelēz WTR means choosing to help support Cocoa Made Right.”
Lagardère Travel Retail Head of Confectionery Stéphanie Zakarian commented: “Lagardère Travel Retail is honoured to partner with Mondelēz WTR to help bring awareness to such an important project and support our customers.
“The activation, which has attracted a variety of travellers, has delivered an engaging and educational experience for customers, which is in line with our values and commitment to responsible programmes and partnerships.”
