Page 232 - Atouts Economiques Cameroun-2019-GB
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 PO Box : 1213 - Douala Tél. : (237) 233 50 22 00
Local Raw Material (LRM) sourcing with Diageo - Guinness Cameroun S.A. we have had close connections with farmers in Africa for decades...
Local raw material sourcing is at the centre of Diageo’s business model - we have had close connections with farmers in Africa for decades. We buy raw materials such as bar- ley, sorghum, maize, and grapes from a diverse range of suppliers, from sizeable commercial businesses to smallholders whose area of sorghum or barley might cover no more than an acre. We do this because it makes sense for our business as it builds rela- tions with local suppliers, cuts logistics costs, diversifies our sourcing, improves supply security and quality control. Our 2020 Sustainability and Responsibility targets include an ambition to source 80% of our raw materials locally in Africa. Visit
The Government of Cameroon, through the Ministry of Agricultural and Rural Development (MINADER), partnered with the World Bank in January 2015 under the frame- work agreement for agricultural Investment and Markets Development project, entitled PIDMA, to support the supply chain of cas- sava, maize and sorghum.
Diageo - Guinness Cameroun (GCSA) acti- vely supports local supply chain initiatives and aims at purchasing most of its raw mate- rials locally rather than importing. Diageo – Guinness Cameroun’s ambition is to get to 70% use of local raw materials by the end of 2020. This does not only contribute to the domestic agricultural development but it also serves as a significant stimulus for the intro- duction of improved agricultural cultivation practices. GCSA’s local raw material initiative helps farmers improve their productivity, and increase their household incomes. In addition, farmers get a secured access to reliable
markets leading to better prices for their pro- ducts and as a result, most of the smallholder farmers have evolved into commercial entre- preneurs. For the government, it leads to an increase in employment in the agricultural sec- tor and consumers are proud to consume locally produced brands. This approach aims at promoting rural socio-economic develop- ment. It also contributes to reducing the trade balance deficit due largely to massive imports of agricultural products.
Our journey started far back in 2008 with a sorghum pilot project implemented in the Far North Region from 2008 to 2010. More than
A view of the production line

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