Kenco Coffee has launched a new 'Coffee vs. Gangs' campaign, as part of its 'Coffee Made Happy' programme. The initiative centres on encouraging young people in Honduras to choose a life of coffee farming, as opposed to a life of crime.
Kenco’s programme targets young people in Honduras who are at risk of entering a gang, offering them the alternative choice of education. Kenco's campaign aims to supply young people with the skills and training that will help them become successful entrepreneurs.
Blanca Meijas, project director, commented: "I'm fascinated by how people who work with coffee are able to live a worthy life without having the need to commit crime. We would like to reach out to young people who are at risk of falling into a gang, help them develop a business plan, have their own company and have a wider perspective on their own life."
The project began in early September, and will last for 11 months, at the end of which the participants will have both a qualification and a business plan. To date, Mondel?z International has committed at least $200 million, with the aim of empowering 1 million coffee farming entrepreneurs by 2020 through its Coffee Made Happy.
Sandra Gahan, Head of Marketing, Mondel?z Ireland, said: "We are very excited to introduce this potentially life-changing project, which is markedly different from anything we have done before.
"Ultimately, the aim is to give vulnerable young people the chance of a better and brighter future, and give them a genuine alternative to gang involvement. Kenco is committed to working with Hondurans to ensure the success of this project."
Kenco has launched a digital hub to allow people to interact with and view the project. The campaign will also be endorsed by Dublin "artivist" Will St Leger, through street art at various locations around Dublin city centre over the coming weeks.
© 2014 - Checkout Magazine by Emily Horne.
