When Johan Cruyff’s Netherlands captivated the football world in the 1970s, Total Football rested on a simple idea: every player shared responsibility. Movement, trust, and openness mattered more than rigid positions or territorial protection.
The TogetherCocoa Foundation has adopted much the same philosophy. Announcing his appointment as Chairman of the TogetherCocoa Foundation, Liberato Milo said that “some of the biggest challenges facing our industry cannot be solved by one company alone.”
Advertisement
The Geneva-based non-profit was launched earlier this year by Nestlé, Mars, Mondelēz International, Lindt & Sprüngli and The Hershey Company and argues that no single company can solve the structural problems facing cocoa farmers in Côte d’Ivoire and Ghana.
On that point, the founders deserve credit. Climate change, volatile prices, ageing farms and persistent rural poverty are systemic challenges. Systemic challenges demand collective responses.