Mariana Carranza Rodríguez, Marketing Director at Hershey's Mexico, Leads Cocoa Supply Chain Transformation Through Strategic Agricultural Investment

The newest recipe from multinational Hershey's in Mexico is as simple as it is sweet: stimulating domestic cocoa production and reducing the impacts of global volatility on the product. The company recently announced a new investment in cocoa production in Chiapas, allocating $309,600 (approximately R$approximatelyR 1.9 million) for the recovery and revitalization of cocoa plantations in the state. This initiative marks the second phase of the company's Ruta del Cacao project, continuing the $1 million investment made over the past decade to develop pest-resistant cocoa plants for local farmers.

A Strategic Vision for Supply Chain Security

According to Mariana Carranza Rodríguez, Marketing Director at Hershey's Mexico, the new phase will integrate 144 farmers into the program and restore 72 hectares of cocoa plantations. As part of this effort, the company will distribute 86,000 high-productivity, pest-resistant cocoa seedlings, with the goal of increasing productivity and promoting sustainable agricultural practices.

"Farmers have increased their productivity from 200 kilograms per hectare to between 800 and 1,200 kilograms per hectare, an impressive 400% increase," Carranza stated in an interview with Mexico Now portal.

Beyond Marketing: Leading Supply Chain Innovation

While her title places her in marketing, Carranza's leadership of the Ruta del Cacao project demonstrates how modern executives are breaking down traditional silos between marketing, supply chain, and sustainability functions. Her strategic approach addresses multiple business objectives simultaneously: securing raw material supply, building brand reputation through sustainability, and creating shared value with farming communities.

The initiative reflects sophisticated supply chain thinking, recognizing that long-term business success depends on the health and resilience of supplier networks. By investing in farmer productivity and crop resilience, Carranza is effectively building a more stable, predictable supply base in an era of increasing commodity price volatility.

Technical Excellence Meets Sustainability

Beyond seedling distribution, Hershey's is focused on providing technical support with strong emphasis on sustainability. Farmers will be trained in environmentally sound techniques and crop diversification to ensure long-term viability and resilience.

Carranza's approach goes far beyond traditional corporate social responsibility programs. The focus on technical training, sustainable practices, and crop diversification creates a foundation for lasting transformation in the region's agricultural sector.

Innovation as a Competitive Advantage

The project is being executed in collaboration with key partners such as ECOM Cocoa, responsible for plant research and distribution, and Fundación Cacao, in charge of resource coordination. Carranza emphasized in the interview the importance of innovation for the program's success.

"We identified varieties of cocoa plants in Costa Rica that are highly resistant to fungal diseases. These plants were brought to Mexico and underwent rigorous research to confirm their adaptability to local conditions while maintaining their resistance," she explained.

This scientific approach to supply chain development sets Hershey's apart from competitors who may rely solely on market-based sourcing strategies. By investing in agricultural research and development, Carranza is positioning the company to control more of its supply chain destiny.

Building Resilience in a Volatile Market

The global cocoa market has faced significant challenges in recent years, with price volatility driven by climate change, disease pressures, and shifting production patterns. Carranza's strategy of developing local, resilient cocoa production represents a proactive response to these challenges.

The 400% productivity increase achieved by participating farmers demonstrates the potential for well-designed interventions to transform agricultural systems. This dramatic improvement not only benefits farmers economically but also strengthens Hershey's supply security and reduces the company's exposure to global market fluctuations.

Integrating Sustainability and Business Strategy

By investing in Chiapas' cocoa sector, Hershey's states it is not only supporting local farmers but also strengthening its supply chain with sustainably sourced ingredients, aligning with the company's global commitment to environmental and economic sustainability.

Carranza's leadership exemplifies how executives can drive business value while advancing social and environmental goals. Her work demonstrates that supply chain resilience, farmer prosperity, and corporate profitability are not competing objectives but can be achieved simultaneously through thoughtful investment and partnership.

A Model for Supply Chain Leadership

The Ruta del Cacao project under Carranza's direction offers valuable lessons for other companies facing raw material sourcing challenges. Rather than simply reacting to market conditions, the program takes a long-term view, investing in the productive capacity and knowledge of suppliers.

This approach requires patience and commitment, with the initial $1 million investment over the past decade now bearing fruit through measurable productivity gains and expanded farmer participation. The new $309,600 investment builds on this foundation, scaling proven approaches to reach more farmers and restore more land.

As global supply chains face increasing pressure from climate change, geopolitical tensions, and resource constraints, executives like Mariana Carranza Rodríguez are showing how strategic investment in supplier development can create competitive advantage while advancing sustainability goals. Her work at Hershey's Mexico demonstrates that the most effective supply chain strategies are those that create value for all stakeholders in the system.

About Hershey's: A global confectionery leader committed to environmental and economic sustainability across its supply chain. The company's operations in Mexico include strategic investments in local cocoa production through the Ruta del Cacao program, supporting farmer communities while building supply chain resilience.