Sustainability is a guiding principle for Cargill Cocoa & Chocolate. The Cargill Cocoa Promise is their commitment to improving the livelihoods of farmers, their families and their communities, and, in doing so, securing a long-term supply of cocoa. Learnings on the ground are continuously included in the approach and the projects. To that end NewForesight developed the results framework in the first half of 2015.
To communicate the Cargill Cocoa Promise results framework and what it aims to achieve NewForesight was asked to propose a storyline and compelling central messages. The Cargill Cocoa Promise results framework represents the inclusion of learnings of years of experience, and demonstrates in a transparent manner a growing impact on the lives of cocoa farmers and their communities. Therefore the assignment centered on how this growing impact could be communicated in a clear and strategic way.
The final story, visual and messages that were delivered to Cargill Cocoa & Chocolate were the result of a thorough analysis that assessed sustainability needs of particular Cargill Cocoa & Chocolate client segments, the communication of some of Cargill Cocoa & Chocolate’s competitors and the information flow coming from Cargill Cocoa Promise work on the ground.
Cargill Cocoa & Chocolate will use the delivered story, visual and messaging in their external and internal communication to clearly explain what the Cargill Cocoa Promise commitment entails, and how it impacts the live of cocoa farmers and their communities, resulting in a thriving cocoa sector.