Mars and Unreasonable Group Launch Inaugural Cohort to Transform Global Food Systems

Key Takeaways

• Mars, Incorporated and Fonterra are launching the Farmer Forward Program, a $27M, five-year investment to support climate-smart agriculture.
• The program will provide on-farm tools and technology to 2,000 Fonterra dairy farmers and direct financial rewards to 165 farmers per year based on sustainability progress.
• The initiative covers 26,000 hectares of farmland, with the goal of cutting 150,000 metric tons of Mars’ scope 3 emissions from dairy by 2030.
• This program is part of Mars’ Moo’ving Dairy Forward initiative, a broader effort to reduce dairy-related greenhouse gas (GHG) emissions across its global supply chain.
• Dairy accounts for 65% of total GHG emissions from Mars’ snacking portfolio, making it a key focus area for achieving the company’s Net Zero Roadmap.

Mars’ Major Investment in Sustainable Dairy Farming

Mars, Incorporated is partnering with Fonterra, one of the world’s largest dairy suppliers, to launch the Farmer Forward Program—a $27 million initiative aimed at helping dairy farmers adopt climate-smart agriculture practices.

With dairy ranking as Mars’ fourth-largest carbon footprint contributor, the company is prioritizing efforts to cut greenhouse gas emissions (GHG) by 50% by 2030, using 2015 as a baseline. Through this program, Mars aims to reduce 150,000 metric tons of its scope 3 emissions from dairy by the decade’s end.

How the Farmer Forward Program Supports Farmers

The Farmer Forward Program is structured to directly support dairy farmers through two primary funding streams:

• On-farm investments: Approximately half of the $27M investment will go toward funding tools and technology for 2,000 Fonterra dairy farmers, enabling them to implement sustainability-focused upgrades.
• Performance-based incentives: The remaining funds will reward about 165 farmers each year who make the most progress toward sustainability goals, with payouts averaging up to $15,000 USD per farmer annually.

This effort spans 26,000 hectares of farmland, the equivalent of nearly 50,000 NFL football fields.

“Dairy farmers are on the front line of advancing climate-smart agriculture, which is why we’re putting them first through the launch of our Farmer Forward program.” — Amanda Davies, Chief R&D, Procurement, and Sustainability Officer, Mars Snacking

“Through this initiative, we’re investing roughly $27 million in Fonterra farming families over the next five years to deliver critical financial support and significant emissions reductions. It’s a true win-win, because we know making dairy more sustainable takes real effort and real investment.”

A Long-Standing Partnership with a Sustainability Focus

Mars and Fonterra have collaborated for decades, with sustainability becoming an increasing priority in recent years. The Farmer Forward Program strengthens this partnership, aligning with Fonterra’s climate targets.

“Fonterra and Mars have been working together for decades, with sustainability really taking a front seat in recent years.” — Charlotte Rutherford, Director of Sustainability, Fonterra “Fonterra has clear ambitions when it comes to climate, and it’s through partnerships like this with Mars that we can support our farmer owners in achieving our targets. We are grateful for Mars and its shared commitment to protecting the environment. It’s a true testament to the power of partnership and innovation.”

Mars’ Broader Sustainability Strategy

Dairy is a major emissions driver in Mars’ supply chain, with more than 200,000 cows supplying dairy for its popular brands, including M&M’S® and SNICKERS®. Raw ingredients contribute to 65% of total GHG emissions from Mars’ snacking portfolio, making dairy emissions reductions a key pillar of its Net Zero Roadmap.

Since 2015, Mars has successfully cut global GHG emissions by 16% while growing global annual sales by 60%—demonstrating that sustainability and business growth can go hand in hand.

The Farmer Forward Program serves as a cornerstone of Mars’ Moo’ving Dairy Forward initiative, a multimillion-dollar effort to invest in new technologies and strategic partnerships to lower GHG emissions across the company’s global dairy supply chain.