Prova begins new chapter: Committing to a programme for sustainable vanilla

Prova, a recognised player in the vanilla extract industry, is actively working towards the development of a more responsible and ethical supply chain in Madagascar. The goal is to support local communities by rolling out a programme for sustainable vanilla in the Sava region of Madagascar and launching a new range of natural extracts and flavours from plantations in this area.

Since 1946, specialising in the manufacture of sweet brown extracts and flavours, our passion for taste is at the heart of our business. Prova has been a story of people and vanilla. Our existing ‘Care & Act’ programme is the result of our commitment to a taste of excellence and respect for others which have instinctively guided our company. Leading with the first certified organic range of vanilla extracts since 1996, Prova aspires to build and promote a sustainable industry.

“In 2013, we decided to get involved in the fields of Madagascar to be as close as possible to the associations of farmers, through our NGO, ‘Sustainable Vanilla Bemanevika,’ which works in the areas of education, health, nutrition and the conservation of biodiversity. It was this initial experience that prompted us to extend our involvement to other associations partnering with committed exporters, an initiative that reflects our global ‘Care & Act’ sustainability philosophy,” Muriel Acat, Prova’s CEO, explained.

Driven by the ambition to go even further, the company started a new initiative to accompany its vanilla offering. By virtue of Prova’s expertise, ties to the farmers and knowledge of local issues, the company has partnered with Promabio, a committed player in the Sava region, to deploy its new programme for sustainable vanilla. This programme is designed around five, bold objectives, measured by sixty indicators that ensure quality and traceability.

To deepen the impact of this initiative, the programme for sustainable vanilla is customisable, such that it allows partner customers to engage in additional local initiatives that might better align with their goals and values. In fact, it would allow them to set up their own, customised project reflecting their goals, blended with Prova’s CSR strategy. This could, for example, mean the construction of a water well if the social commitment of the brand is related to water, or building a school if the commitment is to education.

This innovative and inspiring approach reflects the deep, human character of Prova, a company with a longstanding tradition of sustainable development in Madagascar. It brings us all together on a journey with the goal at its heart of protecting this precious source of the Malagasy lifestyle and raw materials.

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