Top chewing gum maker to expand entrepreneurship program in Kenya, Tanzania and Rwanda

By Peter Ochieng 

Mars Wrigley, the world’s top chocolate and chewing gum maker, is planing to expand 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 geared towards supporting micro and small enterprises to create jobs and sustainable livelihoods in Kenya.

According to a press release shared by AM Communications, so far, Maua has benefitted 1,600 traders, including 700 women.

Wrigley plans to recruit another 1,000 entrepreneurs in Kenya before the end of the year, bringing the total to 2,600.

While announcing the expansion plan, Ismael Bello, Mars Wrigley General Manager, Sub-Saharan Africa, said the program has been highly successful with a high retention rate of 85 per cent.

He disclosed that the company will roll out the initiative in Tanzania in 2024, and Rwanda in 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. Hence, the plan to expand the program in Kenya and the region,” said Bello.

He spoke at the company’s factory and head office in Athi River, Machakos County, during a ceremony to mark the 10th anniversary of Maua.

Machakos Governor Wavinya Ndeti who was the chief guest at the event, lauded Maua as an inspiring model of how private companies can use innovative strategies, to create employment and sustainable livelihoods, especially for women and youth.

“I am particularly delighted to note that 4 out of 10 beneficiaries of this noble initiative are women. I urge more companies to emulate Wrigley so that together, we can create meaningful livelihood and business opportunities for our people,” said Ndeti.

Through Maua, Mars Wrigley partners with independent micro-entrepreneurs and micro-distributors to sell the company’s products in informal settlements and rural communities.

The overall goal is to create shared benefits for both the company and communities benefiting from the program.

Mars Wrigley recruits and trains small-scale entrepreneurs whom it then supplies with the company’s fast-moving products, including iconic brands as Big G, Juicy Fruit, PK and Doublemint.

The company also provides the tools of trade like backpacks, bicycles and motorbikes to facilitate the traders.