Fan Milk PLC (Ghana) has initiated a program to transition 10 street vendors into full-time agents, aiming to foster sustainable employment within its value chain.
Named ‘Project Sankofa,’ this initiative is part of the company’s corporate social responsibility (CSR) efforts to rekindle the enthusiasm surrounding FanMilk products, celebrating 64 years of the brand.
The company has launched the “Right to Dream” award scheme to honor dedicated street vendors whose efforts have significantly contributed to distributing its products to consumers.
This effort aligns with the goals of FanMilk’s parent company, Danone, particularly with its Danone Impact Journey pillar focused on ‘Thriving with its People & Communities,’ which emphasizes equipping and empowering individuals with future-ready skills and capabilities.
Personal engagement
Lionel Parent, Managing Director (MD) of Fan Milk PLC, stated in a press release from Accra that the initiative underscores the significance of direct interactions for grasping the business requirements of their commercial partners.
“We are happy to bring back pride in our vendors and agents, who have been the key drivers of our business growth. For the first time, we have identified and rewarded ten street vendors by elevating them to the Agent category, making them business owners.
“By providing financial support and logistics, we are helping them become independent Agents. This confirms our heritage as a brand that grows alongside its partners. This is just the beginning of our plans to bring back pride through strategic engagements,” he said.
Beneficiary
First female recipient of the 2024 ‘Right to Dream’ Award, Agartha Baidoo, conveyed her sincere gratitude to FanMilk for their empowering initiative, which helps her achieve her goal of increasing her income and providing for her family.
She commented, ‘As a street vendor, it has always been my dream to save enough and own a shop. This support from FanMilk is a dream come true. I am excited and encouraged because selling Fan Milk products has been my only business for so many years.”
The initiative
Over the past two months, Fan Milk PLC has engaged with over 555 agents across the country and 1,200 vendors in Accra to better understand their challenges.
This initiative aims to revive FanMilk’s ambition to support sustainable employment, protect its brand heritage, while providing refreshing snacks to its cherished customers.