Mars strengthens its European mint supply chain through the Shubh Mint program
- Mars is integrating menthol sourced through its Shubh Mint program into its European chewing gum supply chain, supplying factories in the U.K. and Poland.
- The program has now engaged more than 24,000 farmers in India, helping more than double their mint incomes while reducing production costs by around 20%.
- Building on nine years of impact, Mars is now systematically embedding Shubh mint across its brand portfolio in Europe and is expanding the program to a "full farm" approach to help farmers achieve a verified living income.
U.K. (July 29, 2026) – Mars is bringing traceable natural menthol sourced through its Shubh Mint program into its European chewing gum supply chain, as the company begins integrating the ingredient into its manufacturing operations in the U.K. and Poland.
Mint is a critical ingredient for many of Mars, Incorporated’s global brands, yet its supply chain presented significant business risk. Approximately 80% of the world's natural menthol originates from a single region: Uttar Pradesh, India, creating a highly concentrated supply chain vulnerable to climate impacts, declining yields and rising production costs. While synthetic menthol is readily available and widely used in the industry, Mars chose to invest in the future of natural mint, recognizing that building a more resilient agricultural system could deliver long-term benefits for both the business and the thousands of farmers who depend on the crop.
In 2017, Mars launched the Shubh Mint program in partnership with implementation expert Tanager. Designed as a long-term initiative, the program aims to strengthen natural mint production by improving farming practices, increasing resilience to climate change and supporting more sustainable livelihoods across mint-growing communities.
The program began with a two-year research and pilot phase to better understand the root causes affecting productivity and farmer incomes. Climate-smart agricultural practices and improved planting materials were trialled on quarter-acre demonstration plots with volunteer farmers, enabling peer-to-peer learning, reducing the risks associated with adopting new techniques and building confidence before expanding the program at scale.
“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 program was designed around the belief that long-term business growth is built by investing in resilient communities and healthy ecosystems. The success of these demonstration plots created a groundswell of interest. The program then scaled from a pilot to a full-scale community-wide ecosystem initiative – expanding farmer participation, building supply systems through Farmer Producer Companies, and unlocking opportunities for women via Self-Help Groups. That turned individual gains into community-wide resilience. The results of this integrated approach are clear:
- Improving livelihoods and empowering women: The program has engaged more than 24,000 farmers, who have seen their incomes more than double from mint. It has trained over 8,500 women in climate smart agricultural practices to support farming as family business. More than 1,000 of the women have established their own independent income generating businesses, ranging from small retail shops to tailoring and dairy farming. More than 4,500 women have also taken part in self-help groups that provide financial literacy and confidence support.
- A healthy planet and resilient farming: At the same time, climate smart agricultural practices including improved plant spacing, irrigation systems, intercropping and fertilizers management cut mint production costs by 20% while improving improved yield and production. These gains strengthened both household income and long-term supply reliability.
- A business fueled by purpose: This investment in people and planet directly enabled the creation of a fully functioning, traceable supply chain. After 5 years, the supply chain was strong enough for Mars to integrate the Shubh-mint source into its commercial operations. Today, Mars is systematically embedding the Shubh mint across its iconic brand portfolio.
“The most meaningful impact of Shubh is seeing women who once identified themselves with a thumbprint and now proudly sign 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.
The ambition for the Shubh Mint program continues to expand. Building on the program’s success, Mars is now evolving Shubh Mint towards a "full farm" approach, helping support more farmers to achieve a verified living income. By applying climate-smart practices across all crops, rather than mint alone, the program aims to build year-round profitability, diversify household incomes and strengthen resilience to single-crop risks, creating true economic resilience for families and communities.
“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 Mars Snacking Europe and Central Eurasia.
Through this model, Mars is creating a new standard for supply chains – one where value is shared, communities are empowered, ecosystems are restored, and business performance is a direct result of that investment.
