14 June 2012

GLOBAL SUSTAINABLE COCOA PLATFORM

Dennis Macray, World Cocoa Foundation

CocoaMAP

INTRODUCING CocoaMAP

In 2012, WCF will design, develop

and launch Cocoa Measurement

and Progress (CocoaMAP) – a

global platform of critical cocoa

sector indicators developed with

multi-stakeholder input.

2

ABOUT CocoaMAP

CocoaMAP tracks progress in

the global effort to achieve

sustainable cocoa production

through a set of indicators and

measurements that have been

credibly verified.

3

CocoaMAP WILL PROVIDE

THE BIG PICTURE

of how much cocoa is produced, how many farmers are involved, how much land is used, and the cocoa price.

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THE IMPACTS OF Cocoa production including health and prosperity of farming families

and communities, the environment, sustainable

practices, certifications, and future generations.

VISION FOR SUCCESS

• CocoaMAP will be a globally

recognized resource tracking progress

to achieve sustainable cocoa production

around the world.

• Progress will be reported against a set

of indicators and measurements that

have been credibly verified.

• Outputs will be used widely and

frequently, as a strategic tool for

industry, and as a resource for the

public.

• Future Cocoa Farmers and farming

systems are strengthened.

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PROJECT MILESTONES

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Call to Action: WCF Board

Meeting

(May 2011)

Road Map– working

sessions at Accra Board

Meeting (Oct 2011)

WCF/World Bank “Cocoa Vision 2020”

& working sessions

(March 2012)

CocoaMAP Overview

WCF Partnership

meeting

(June 2012)

Data Verified and First

Public Report

(February 2013)

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CocoaMAP

NGOs public-private platform

Government/donors

Individual company efforts

Certifiers

Indonesian Government

Council for Coffee and Cocoa

Cocoa Livelihoods Program

African Cocoa Initiative

ECHOES Program

• There are

many global

initiatives and

cocoa-sector

related bodies

addressing

sustainability

• CocoaMAP will

reinforce and

draw from the

respective

M&E activities

of these bodies

INDICATOR AND DATA INITIATIVES

SUSTAINABLE SYSTEM IN COCOA

• Sustainable cocoa systems

include farmers who receive

equitable economic returns for

producing quality cocoa, practice

sound environmental

stewardship and contribute to

thriving cocoa farming

communities.

• These efforts help increase the

supply of cocoa which is a

benefit to both farmers who

depend on the crop for income,

as well as consumers who enjoy

cocoa products

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9

CocoaMAP

NGOs public-private platform

Government/donors

Individual company efforts

Certifiers

Indonesian Government

Council for Coffee and Cocoa

Cocoa Livelihoods Program

African Cocoa Initiative

ECHOES Program

• There are

many global

initiatives and

cocoa-sector

related bodies

addressing

sustainability

• CocoaMAP will

reinforce and

draw from the

respective

M&E activities

of these bodies

INDICATOR AND DATA INITIATIVES

10 Cocoa Livelihoods Program – 7th SC Meeting Presentation (1H2012) Copyright © 2012 World Cocoa Foundation — Confidential

Incorporating Monitoring & Evaluation (M&E)

WCF is also working to improve the overall M&E and outreach of the West Africa programs

in line with the CocoaMAP

WCF has hired an M&E specialist to work with the programs (WCF CLP, ECHOES, and

WCF ACI) to assess the current M&E work and develop a common M&E plan and

framework across the programs

CLP ECHOES ACI

Farm, Families

& Community

Country-

level

Medium-term

Long-term

Short-term

Activity Results

PRELIMINARY

IMPACT

OUTCOMES

OUTPUTS

INPUTS

CocoaMAP PARTICIPANTS

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Participants/users will include:

National Governments of all cocoa producing countries. Initially this will be Cote d’Ivoire,

Ghana and Indonesia – the three largest

producing countries.

Programs in cocoa producing countries that are

supported by:

WCF and its partners

Companies

Other stakeholders in the cocoa value chain

ENVISIONED BENEFITS

• WCF members: A desktop resource that is consulted daily to provide a snapshot of industry activity

• Larger cocoa industry beyond WCF:

Information about the health of the industry

• Producing Country Governments: A resource to help remain competitive and promote sustainability

• Research/NGOs/Development Agencies/Donors: A one-stop resource to answer questions about program impacts and scale

• Producers/Farmers/Cooperatives: A tool for best practices and impacts

• Consumers: A resource to help them learn more about the industry and sustainable cocoa systems

• Administrations/political stakeholders in consuming countries: Data to provide confidence on what is imported and consumed

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CocoaMAP will also serve as a credible resource for academics,

media, socially responsible investors/screening agents, and

organizations interested in tracking progress and outcomes of

sustainable cocoa programs.

LOGISTICS

• Participants will measure programs

against set indicators using defined

methodologies, units of measurement,

data collection processes, and methods

of verification.

• National Governments may report on

indicators that describe the state of

cocoa in the sector more broadly against

their respective plans.

• Program practitioners will report on

indicators that describe elements of their

work.

• The frequency of data collection will vary

for some indicators and practitioners, but

in time, we will have ongoing updates

from across the major cocoa sectors. 13

MEASUREMENTS

• Cocoa MAP measures key

performance indicators in four

areas: People, Planet, Profit, and

Industry Investments.

• These measurements are

collected on two tiers: • Tier 1 (Macro): Global- and sector-

level indicators

• Tier 2 (Micro): A consolidation of

farm-, community-, and field-level

data

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Opportunity for Tier 3: Field level data from other M&E systems or partners can be integrated as well

CocoaMAP INDICATORS

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CocoaMAP INDICATORS

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17 Cocoa Livelihoods Program – 7th SC Meeting Presentation (1H2012) Copyright © 2012 World Cocoa Foundation — Confidential

Incorporating Monitoring & Evaluation (M&E)

WCF is also working to improve the overall M&E and outreach of the West Africa programs

in line with the CocoaMAP

WCF has hired an M&E specialist to work with the programs (WCF CLP, ECHOES, and

WCF ACI) to assess the current M&E work and develop a common M&E plan and

framework across the programs

CLP ECHOES ACI

Farm, Families

& Community

Country-

level

Medium-term

Long-term

Short-term

Activity Results

PRELIMINARY

IMPACT

OUTCOMES

OUTPUTS

INPUTS

SOURCES OF DATA

• Data on global, sectoral, national, and programmatic levels from many sources:

• Global Organizations: ICCO, FAO, UNCTAD, UNDP, EuroStat, LMC

• Producing countries: Cote d’Ivoire, Ghana, Indonesia as three lead countries at outset

• Projects: WCF and affiliated programs (CLP, ACI, STCP, ECHOES, AMARTA, etc.)

• Partners: IDH,GIZ, USAID, IFC, etc.

• Members: Trading cos, brands, NGOs

• Additional data from other reporting efforts:

• IDH/TCC/IFC/MDGs

• COSA & COSITA

• ISEAL, Rainforest Alliance, Utz, Fair Trade

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COMMUNICATING CocoaMAP RESULTS:

REPORTING SYSTEM EXAMPLES

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GOVERNANCE AND ACCOUNTABILITY

• CocoaMAP will be administered by WCF

• A credible system for verification and

reporting will be included

• Multi-stakeholder consultation process

and oversight will be essential, including

an advisory panel of industry and non-

industry to review data sources and

processes

• Producing-country governments are

primary stakeholders and users of

CocoaMAP

• Annual public reporting on global

indicators and programmatic results will

be incorporated to promote transparency 20

POTENTIAL COCOAMAP PARTNERS

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CocoaMAP Working Groups – Thank You!

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Working Groups on Metrics & Indicators and Branding & Communications:

Mars Hershey Kraft Nestle

Armajaro Cargill Barry Callebaut

Olam Continaf Fazer

USAID World Bank IFC GIZ IDH UTZ ISEAL WWF

IN CONCLUSION: SUCCESS MEANS

• CocoaMAP will be a globally

recognized resource tracking progress

to achieve sustainable cocoa production

around the world.

• Progress will be reported against a set

of indicators and measurements that

have been credibly verified.

• Outputs will be used widely and

frequently, as a strategic tool for

industry, and as a resource for the

public.

• Future Cocoa Farmers and farming

systems are strengthened.

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