Mars Shubh Mint programme: overview
- Mars launched Shubh Mint to strengthen natural mint supply resilience
- Around 80% of natural menthol originates from Uttar Pradesh
- More than 24,000 farmers have more than doubled incomes
- Climate-smart practices cut costs 20% while increasing production yields
- Mars plans to expand the model across wider agricultural supply chains
Mars, Inc. is proving the power of sustainable sourcing, with the success of its Shubh Mint programme, an initiative launched to strengthen the resilience of natural mint production and improve producer livelihoods.
Mint is a “critical ingredient” for many Mars products, says the multinational, yet the crop’s highly concentrated supply chain presents significant risks. With around 80% of the world’s natural mint originating from Uttar Pradesh in India, any major disruption to harvests in the region could have far-reaching consequences for global supply.
And, while synthetic mint options are available and widely used across the industry, Mars is instead investing in the future of natural mint, recognising that “a more resilient agricultural system” will deliver long-term benefits for the business and the thousands of farmers who depend on the crop.
Shubh Mint programme
Launched in 2017, the Shubh Mint programme was designed to strengthen natural mint production by helping farmers adopt climate-smart agricultural practices and build more sustainable livelihoods.
“Before the programme started, many mint farming households were struggling to remain profitable,” says Joseph Boulier, managing director of food systems at implementation experts Tanager, which partnered with Mars on the project. “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.”
Shubh Mint in numbers:
- Empowering farmers: Over 24,000 farmers have participated in the programme, more than doubling their income from mint
- Investing in women: More than 8,500 women have been trained in climate-smart farming, over 1,000 going on to start their own businesses and over 4,500 joining self-help groups focused on financial literacy and confidence building
- Building resilient farming: Climate-smart practices such as improved plant spacing, irrigation, intercropping and fertiliser management have reduced production costs by 20% while increasing yields, strengthening both farmer incomes and long-term supply security
The adoption of these practices has also helped farmers use resources more efficiently, supporting Mars’ wider sustainability ambitions while improving the long-term viability of mint cultivation.
“The most meaningful impact of Shubh is seeing women who once identified themselves with a thumbprint now proudly signing their own names,” says Meenal Bahirwani, sustainable sourcing lead at Mars Snacking. “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.”
And Mars isn’t stopping at mint. The programme is being expanded to a “full farm” approach, helping support more farmers achieve a verified living income across the confectionery giant’s supply chain.
“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,” says Sam de Frates, VP of commercial and sustainability at Mars Snacking Europe and Central Eurasia. “The Mars Shubh Mint programme 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.”
For Mars, that approach is helping redefine what a successful supply chain looks like, demonstrating that investment in farmers, communities and sustainable agriculture can deliver benefits far beyond the farm gate.
