Magnum, the ice cream brand famous for its cracking chocolate, has announced a tree planting programme in the Cavally Forest region in Côte d’Ivoire. 465,000 native trees, the equivalent of filling 125,000 O2 Arenas, will be planted to mark International Day of Forests. Alongside its tree planting efforts, Magnum has unveiled a unique arts and radio programme collaboration aimed at engaging local communities to work alongside them to protect and restore biodiverse forest habitats, with both programmes forming part of Unilever’s 2025 Cocoa Strategy.
Magnum’s tree planting programme is already underway and looks to restore local habitats in the Cavally region, one of the most biodiverse in the world. At the same time, the ice-cream brand is working with teams on the ground to make sure that existing barriers to successful re-forestation such as sustainable land tenure, decent livelihoods and women economic empowerment, are also tackled. This will ensure that in the long-term, sustainable solutions are created in Côte d’Ivoire where Magnum and Unilever source the vast majority of their cocoa.
In addition to its tree planting commitment, Magnum is also unveiling a unique arts and radio collaboration that has been conducted in the African nation, as part of a multi-year, strategic plan to preserve and restore the region where cocoa for Magnum’s ice-creams is sourced. Magnum has a long history of championing important causes through the expression of art and the latest radio programme builds on Magnum’s previous art collaborations to bring awareness to its long-term cocoa and sustainability commitments.
The radio programme, which has been listened by almost one in four local people in the Cavally cocoa growing region , was broadcast in French as a drama series aimed at encouraging local farmers to plant new native trees and teach them about the new Forest Code. The initiatives ensures critical habitats are restored and preserved for future generations, and farmers are aware of their rights, both key levers for tackling deforestation.
Magnum’s work in Côte d’Ivoire forms part of Unilever’s wider sustainability commitment so Pleasure Seekers are able to enjoy their ice cream, knowing they are doing the right thing. Magnum’s 2025 Cocoa Strategy ultimately seeks to source 100% of its cocoa responsibly and reach its dedicated farmers with impact programmes that complement certification.
Magnum’s brand director, Ben Curtis, says: “We are proud to announce our work to protect and preserve forests in Côte d’Ivoire, where the majority of Magnum’s cocoa is sourced. It helps us continue on the right path for a sustainable future for both Magnum and our local cocoa farming communities; and means Pleasure Seekers can enjoy their Magnum ice-cream knowing they’ve made a good choice for people and the planet”