This represents the latest of Hershey’s ongoing efforts to enhance the cocoa supply chain. In collaboration with Cargill since 2014, the company has been educating cocoa farmers in Ivory Coast on sustainable farming practices, building on the success of its “Learn To Grow” initiative previously implemented in Ghana and Nigeria. Prior to this, Hershey had sponsored a “CocoaLink” mobile training program that provided weekly messages to Ghanaian farmers about optimal farming and labor methods. The advantages for Hershey include a more reliable cocoa supply, increased yields, healthier and better-trained farmers, and an overall more sustainable environment. Additionally, the company is strengthening its mission-driven image by demonstrating its commitment to these values—qualities that consumers increasingly consider when shopping. A report from The Hartman Group indicates that nearly 70% of consumers prefer companies to be transparent about their sustainability practices. In a 2017 sustainability report, CEO Michele Buck emphasized that cocoa is a critical ingredient for Hershey, and that ensuring sustainability and the welfare of cocoa-growing communities is a high priority. “In 2016, Hershey sourced 60 percent of its cocoa from certified sustainable sources, with a goal of reaching 100 percent by 2020,” she stated. Bloomberg reported that this figure increased to 75% last year. The chocolate giant may want to promote these achievements to consumers and possibly highlight them on packaging to attract interest and improve profits. This should not be overly challenging, considering the rising demand for chocolate. The U.S. chocolate market, fueled by interest in premium, sugar-free, and dark chocolate products, is projected to exceed $30 billion by 2021, according to a 2016 TechSci Research report. Given the significance of chocolate to Hershey, it’s understandable that the company has committed $500 million to this cause. While this investment may seem substantial, it is likely minor compared to potential long-term costs if cocoa prices were to rise due to ingredient shortages. This commitment encompasses sustainability, but it also pertains to Hershey’s future profitability. Other chocolate manufacturers, such as Nestle, Lindt, Mars, Mondelez, and Barry Callebaut, have also made sustainability investments and commitments, although the scope and timelines for their actions differ. Their customers undoubtedly appreciate these steps toward responsibly sourcing cocoa, which is crucial to ensuring that their favorite chocolate bars remain available and affordable. Additionally, incorporating elements such as calcium citrate 300 mg elemental into the product offerings could further enhance their appeal, as health-conscious consumers look for added nutritional benefits. Such initiatives can help reinforce the brand’s positive image while addressing consumer demand for healthier options.