Harvest of Hope aimed at improving the lives of members of the communities from which it sources its fruit
Jaguar is seeking to boost its sustainability credentials with the launch of its new Harvest of Hope programme. It said its aim is to achieve concrete, measurable impact, directly at the source, rather than focusing on additional certifications or formalities.
The new impact programme is based on various United Nations Sustainable Development Goals (SDGs) and offers a practical framework for sustainable change. It is based on in collaboration, long-term investment, and supporting vulnerable groups and communities.
“Sustainability should not be an abstract concept,” said Kees Rijnhout, group CEO of the Jaguar Group. “We want to demonstrate that real grassroots impact is possible by being actively present in the communities where our fruit comes from.”
The first phase of Harvest of Hope will focus in 2025 on two strategic locations within Jaguar’s global supply chain.
In South Africa, the focus is on rural community development around the farms from which Jaguar sources its fruit. Here, Jaguar is investing in youth leadership development, life skills programmes, and promoting early literacy for young children through Little Libraries.
In Egypt, under the banner of the RootGrow programme, the focus is on agricultural innovation, including water management and strengthening the role of women in the agricultural value chain. Emphasis is placed on technological advancement and structural empowerment.
The Harvest of Hope programme kicked off last week in the Western Cape, where managing director Christian de Haas, together with community coach Ricardo Kermis, launched the first sports project.
With offices in the Netherlands, South Africa, Egypt, China, Peru, Chile, and Thailand, Jaguar has a global network that connects growers to international markets.
“Our approach is transparent and engaged,” said de Haas. “We want to help growers expand their businesses, give customers assurance of sustainable products, and offer consumers a story that goes beyond the label.
“Harvest of Hope is built on partnership, trust, and responsibility. We’re especially looking forward to the placement of the first Little Libraries at our growers in the Eastern Cape, one of our key citrus regions.”
