Unilever’s ice cream brand Wall’s is launching the “Vanilla for Change” campaign in collaboration with flavor producer Symrise, non-profit organization Save the Children and the charitable organization ME to WE. The campaign is designed to reinforce support for vanilla farmers and young people within the growing communities of Madagascar while also supporting sustainable vanilla production in the supply chain. Consumers will find a “Track Your Impact” code on Walls ice cream products in the UK which directs them to information about their contribution to Wall’s projects in schools in the UK and in Madagascar.

Consumers can directly view the information on their contribution via a QR code on the packaging of Cornetto Strawberry, Cornetto Classic, Calippo Combo Strawberry Vanilla and Solero Exotic. 

Purchases of ice cream are helping support a non-profit project from ME to WEs charitable partner company, the WE schools. The WE school program supports both teachers and students with resources and learning opportunities. In total, approximately 100,000 young people in the UK are benefiting from the initiative. 

“We can make a difference with our Vanilla for Change program for vanilla farmers in Madagascar as well as young people in the UK. Now all Walls connoisseurs can see which Malagasy farmers they are helping with our program. Our partnership with the WE schools also inspires young people to invest in their education,” says Sebastian Munden, Managing Director of Unilever in the UK.

Wall’s is seeking to expand these projects and has now partnered with ME to WE. For more than three years, Wall’s, Save the Children and Symrise have been working together to support young people in Madagascar. The initiative is currently reaching more than 40,000 people in 76 villages. The benefits provided include health insurance, financial seminars and training.

“Vanilla for Change is the first step to demonstrate our commitment to fairness across our supply chain,” adds Ian Maskell, Global VP Wall’s. 

“Together with Wall’s, we want to improve the lives of Malagasy farmers, stabilize their incomes and improve their education and infrastructure. Save the Children understands and fulfills the needs of children and their families,” adds Gemma Sherrington, of Save the Children in the UK. “With this and the experience of our partners in the vanilla supply chain, we are helping to make sustainable vanilla products while providing concrete improvements in the lives of some of the poorest children in Madagascar.” 

The majority of the world’s vanilla is the V. planifolia species, more commonly known as Bourbon vanilla (after the former name of Réunio, Île Bourbon) or Madagascar vanilla, which is produced in Madagascar and neighboring islands in the southwestern Indian Ocean, and in Indonesia. Combined, Madagascar and Indonesia produce two-thirds of the world’s supply of vanilla.

The appeal of vanilla is also currently expanding. While vanilla flavor is commonly seen in classic favorites such as desserts and ice cream, bakery and dairy products, it is also moving to other market categories such as soft drinks, snacks, alcoholic beverages and ready meals. Vanilla is also gaining attention for its flavor-enhancing properties and for its different origins; Mexican, Madagascar Bourbon and Tahitian vanilla claims are increasingly highlighted on products.

By Gaynor Selby