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                 2500 farmers received training on good agricultural practices and over 1600 hec- tares of land were used for the project. Results obtained from this two-year pilot phase were promising. Sorghum production increased by 28% and farmers’ yields went up from 9.9 bags/ha in 2008 to 12.7 bags/ha in 2010. Two Producer Organizations (PO) were established to grow, collect, store and supply farmers’ pro- ducts to Guinness Cameroun. Both Guinness Cameroun and PIDMA are working side by side and collaborate with farmer coopera- tives such as the “Société Coopérative de Commercialisation des Céréales du Nord” (SOCOCCEN) in Garoua and the “Conseil Régional des Organisations Paysannes de le Partie Septentrionale du Cameroun” (CROP- SEC) in Maroua. The business model of both cooperatives is to collect, clean, package and sell the sorghum produced by around 4620 smallholder farmers’ members of four large cooperatives in the North and Extreme North Regions of Cameroon. Nowadays, we use at least 12,000 tons of sorghum annually in our production.
The program “Grow with Diageo”, has been illustrative in Guinness Cameroun S.A with our different sorghum Partners. We have been pre-financing our sorghum suppliers since 2016. Other support received by our partne- ring cooperatives includes training in
A field of Sorghum
Agronomy Quality and business management. Many lives have been impacted under Guinness Cameroun Sorghum value chain initia- tive. Today, we count about 6000 Cameroonians who directly and indirectly earn their living from these sorghum farming projects.
To ensure the sustainability of the Sorghum supply chain, Guinness Cameroun is wor- king in collaboration with the Ministry of Agriculture and Rural Development and PIDMA to diversify and expand the produc- tion of Sorghum to other regions of Cameroun. Trial tests have been conduc- ted in the West, Centre, Adamaoua, and East Regions.
The company operates in Cameroun since 1967. Guinness Cameroun, is an affiliate of the Diageo Group, the world's leading pre- mium drinks business with an outstanding col- lection of over 150 Total Beverage Alcohol brands across spirits, beer and wine like Johnnie Walker, Baileys, J&B, Gordon’s, Smirnoff. Today, Cameroon is the 5th largest Guinness® market in the world. Our values are at the core of our strategy: Proud of what we do - Be the best - Freedom to succeed - Passionate about our consumers and custo- mers and Value each other. We celebrate life every day, everywhere n

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