In Mali, annual milk consumption stagnates at around 15 liters per capita. This is quite below the estimated norm of 62 liters per capita per year.
Access to nutritious and quality food for low-income consumers remains a key impact indicator for the 2SCALE program. In the Translait partnership in Mali, 15,000 low-income consumers were targeted at the start of activities to make fresh pasteurized milk and other healthy dairy products of high nutritional value available to this segment of the population. To achieve this, Translait and 2SCALE carried out a number of activities that improved the production, processing, and last-mile distribution practices of local milk. These activities focused on capacity building of the local milk supply network, market research, improvement and adoption of a visual identity (the very new Translait logo that also embodies the brand), training on new product development, and processing and sales techniques.
Almost 3 years after the start of the partnership activities, Translait officially launched its revamped brand on March 12, 2022 in Bamako. With the objective being to facilitate distribution of local milk and make it accessible to all, the union chose to organize this launching ceremony in a public square. Making Translait milk a reference brand for quality local milk, as well as the by-products that are derived from it, was the objective of this ceremony.