Mondelez World Travel Retail empowers cocoa communities with Ghana project

By Luke Barras-hill |

The activation (pictured and below) and ‘Travel Retail Made Right’ roadmap underpins the principles of Mondelēz WTR’s evolved category vision.

Mondelez World Travel Retail (WTR) has shared details of its latest initiative to support cocoa communities as part of the firm’s ‘Travel Retail Made Right’ sustainability roadmap.

A dedicated mobility project is helping children and small businesses access tricycles as part of a collaboration between the Mondelez World Travel Retail team, the Cocoa Life programme and Child Rights International.

The tricycles offer children a means of transport to and from school, improve their punctuality, reduce educational contact hours and helps students to enrol or even re-enrol.

They are also intended to aid farmers and traders to distribute goods, with young men and women being trained to operate the tricycles to encourage young adults to secure work opportunities within the tricycle operation.

Paris CDG activation

To support the initiative, the Mondelez WTR has teamed up with Lagardère Travel Retail to host an activation at Paris Charles de Gaulle Airport.

The activation includes a life-size tricycle that travellers can ride to better understand the project, pickup chocolate from Toblerone and even purchase activation-exclusive shopper bags.

Proceeds from the sale of the shopper bags are being donated to the tricycle project.

As reported, Mondelez WTR unveiled its evolved approach for confectionery growth at the TFWA World Exhibition & Conference in Cannes (2-6 October).

Beatriz De Otto, Head of Customer Marketing, Mondelēz WTR, 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. Transportation is 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.

“Partnerships continue to be integral to our sustainability strategy, with Mondelez WTR, Lagardère, Paris Charles de Gaulle Airport and the shopper all with a common goal to help support cocoa communities. Shoppers are looking for products that support sustainability.

“With this initiative, we are highlighting that choosing Mondelez WTR means choosing to help support Cocoa Made Right.”

Stéphanie Zakarian, Head of Confectionery, Lagardère Travel Retail added: “Lagardère Travel Retail is honoured to partner with Mondelez 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.”

All images credit: Lucanlx

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