• Mars is bringing traceable natural menthol from its Shubh Mint program into chewing gum factories in the U.K. and Poland.
• More than 24,000 Indian farmers have joined the program, with mint incomes more than doubling and production costs falling by about 20%.
• Mars is expanding the initiative into a “full farm” model designed to support verified living incomes and reduce reliance on a single crop.

Mars is integrating traceable natural menthol from its Shubh Mint program into its European chewing gum supply chain, supplying manufacturing operations in the U.K. and Poland.

The move follows nine years of investment in mint-growing communities in Uttar Pradesh, India. The program has helped build a more resilient source of a critical ingredient while improving incomes, farming practices and opportunities for women.

Natural menthol carries material supply chain risk. About 80% of global production comes from one region in Uttar Pradesh. That concentration leaves buyers exposed to climate impacts, declining yields and rising costs.

Synthetic alternatives are widely available, but Mars chose to invest in natural mint. The company viewed stronger farming systems as a way to protect supply while supporting thousands of households that rely on the crop.

From pilot project to commercial supply

Mars launched Shubh Mint in 2017 with agricultural development organisation Tanager. The program initially focused on understanding the causes of weak productivity and low farmer incomes.

During a two-year research and pilot phase, farmers tested improved planting materials and climate-smart methods on quarter-acre demonstration plots. The smaller plots reduced the financial risk of trying new techniques.

They also encouraged peer-to-peer learning. Farmers could observe results before applying the practices across larger areas.

“Before the program started, many mint farming households were struggling to remain profitable. Through Mars’ investment, farmers now have access to the knowledge, practices and inputs that have significantly improved their profitability. You can really see the difference in how the programme has impacted these mint farming communities,” says Joseph Boulier, Managing Director, Food Systems, Tanager.

The pilot later developed into a wider community program. It now includes farmer producer companies, women’s self-help groups and local systems designed to support longer-term commercial participation.

Mars said the supply base is now strong enough to support integration across its European brand portfolio.

Farmer incomes rise as production costs fall

More than 24,000 farmers have participated in Shubh Mint. According to Mars, their incomes from mint have more than doubled.

Climate-smart practices have also reduced production costs by around 20%. These measures include improved plant spacing, irrigation systems, intercropping and better fertiliser management.

The program has trained more than 8,500 women in climate-smart agriculture. More than 1,000 have created independent businesses, including retail shops, tailoring operations and dairy enterprises.

A further 4,500 women have participated in self-help groups that provide financial literacy, business support and confidence-building opportunities.

“The most meaningful impact of Shubh is seeing women who once identified themselves with a thumbprint now proudly signing their own names. That simple change reflects something far greater: confidence, agency and the belief that they can shape their own futures. When women thrive, the impact extends far beyond them, strengthening families, inspiring communities and creating opportunities for the next generation,” says Meenal Bahirwani, Sustainable Sourcing Lead, Mars Snacking.

For Mars, the social outcomes are closely connected to supply reliability. Stronger household finances can help farmers continue investing in production, while better agricultural practices can reduce exposure to climate and cost pressures.

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Mars moves toward a full-farm model

Mars is now expanding Shubh Mint beyond the mint crop. Its planned “full farm” approach will apply climate-smart practices across farmers’ wider agricultural activities.

The aim is to improve year-round profitability and reduce dependence on a single source of income. Mars also plans to help more farmers achieve a verified living income.

That shift gives the program broader governance and investment relevance. Companies are facing greater scrutiny over agricultural sourcing, human rights, climate exposure and value chain resilience.

Investors and executives increasingly expect sustainability programs to produce measurable operational benefits. These include lower costs, greater supply security and stronger relationships with producers.

“What began as a response to a single, vulnerable ingredient has become a long-term commitment and a replicable blueprint for transforming agricultural systems and empowering communities. The Mars Shubh Mint program shows how sustainability and business performance go hand in hand. By investing in livelihoods and reducing environmental impact, we can build a more resilient and efficient supply chain,” says Sam de Frates, VP Commercial and Sustainability, Mars Snacking Europe and Central Eurasia.

Mars’ decision to bring Shubh Mint into commercial production shows how supplier development can move beyond pilot programs. For global companies, that transition will become increasingly important as climate risks intensify across agricultural supply chains.