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plant the next year for the Caramel M&M’s production line. Looking to the future, Pharoah says,


“Consumers are interested in not just the product itself, but the company behind it and what that company stands for.” Mars is deeply committed to sus-


tainability. It is working to have all of its cocoa come from certified sustainable farming operations by 2020 and to have its manufacturing operations powered by carbon-free energy by 2040. To that end, the company has built two large wind farms in Texas and Scotland to provide 100 percent renewable energy to its oper- ations in the U.S. and the UK. Rather than power Mars’ operations directly, the wind farms provide the company with renewable energy certificates transferable for electricity use in these facilities. In September, Mars announced


another bold initiative: a $1 billion, Sustainable in a Generation Plan. Over the next few years, the company plans to fight climate change by further reducing greenhouse gas emissions, and it wants to reduce poverty by improving wages for the 1 million people who produce the raw materials for its products. To engage consumers in the dialogue


on renewable energy, the company began running a new advertising campaign last month that shows the M&M characters championing wind power. The release was timed to coincide with a U.N. General Assembly meeting in New York


Pet care and pet care services are becoming an increasingly bigger part of Mars’ business.


where world leaders gathered to discuss climate change. In a release announcing Mars’ new initiative, company CEO Grant F. Reid said, “Through our much- loved M&M’s brand, we can inspire con- sumers on this important topic and shine the spotlight on renewable energy ...” Pharoah won’t say what Mars spends annually on branding and marketing. Nor would he reveal which Mars’ product gen- erates the most revenue. He did note, how- ever, that the majority of the company’s sales now comes from its pet-product and pet-care divisions.ons. This sector is poised for continued growth with Mars’ recent $9.1 billion acquisition of VCA Inc. a chain of 800 small vet- erinary hospitals in the U.S. and Canada.


pp ed f ith


billion A Inc., all vet- n the


Some of Virginia’s famous brand characters


1. Gecko, GEICO 2. Marlboro Man, Philip Morris USA 3. Tuition Monster, Virginia529 4. Mr. Peanut, Planters Peanuts, Kraft Foods 5. Lady Luck, Virginia Lottery 6. M&M’s characters, Mars


cters ods


5 4 2 1 3


The Marlboro Man When compiling its 2017 list of top


brands, Brand Finance, a London-based valuation and strategy consultancy, said Marlboro remains Virginia’s most valuable brand. Even with strict federal regulations on marketing and advertising, Marlboro is the most valuable tobacco brand in the world, according to the consultancy. Asked about Marlboro’s dom inance,


Anne Bahr Thompson, a managing direc- tor of strategy in Brand Finance’s New York office, says declining demand for cigarettes in Western markets is offset by growth in other parts of the world, such as China, Indonesia and Africa, “where regulation remains weaker. “Like some other well-known tobacco


brands, Marlboro may be able to rely on long-standing iconic heritage and famil- iarity among consumers to mitigate the effects of plain packaging. This will provide a significant competitive advantage over smaller, unknown tobacco brands who will struggle to penetrate new markets,” Thompson says in an email.


6


Images contributed by individual companies Marlboro Man image/AP photo


www.VirginiaBusiness.com inines com giniaBusiness css..comVRGIIN A B VIRGINIA BUSINESS ess.com VRG NI VIRGINIA BUS NE NIABUSINES NES ESS 27


Photo courtesy Mars Corp.


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