Mars Wrigley, the world’s top chocolate and chewing gum maker, is expanding its innovative distribution model targeting the low-income consumer market in the region.
The model, also known as Maua program, has been running since 2013 and seeks to support micro and small enterprises to create jobs and sustainable livelihoods in Kenya. So far, Maua has benefitted 1,600 traders, including 700 women. Wrigley now says it will recruit another 1,000 entrepreneurs in Kenya before the end of the year, bringing the total to 2,600.
Announcing the expansion plan, Mars Wrigley General Manager, Sub-Saharan Africa, Ismael Bello, said the program has been highly successful with a high retention rate of 85 per cent. He disclosed the company will roll out the initiative in Tanzania in 2024 and Rwanda, 2025.
“Maua has been a phenomenal success in driving our quest to reach the under-served consumer market while at the same time achieving our social and sustainability goals….
