For 15 years, CARE and Diageo have partnered to advance gender equality and climate justice, working together to build a more inclusive and sustainable future. Our longstanding partnership is rooted in a shared commitment to tackle the underlying causes of gender inequality.
We are supporting women and their communities across global value-chains, spanning agriculture, hospitality, water, health, and sanitation.
Together, CARE and Diageo are removing systemic barriers that prevent women from thriving. Our joint efforts focus on:
- Improving agricultural practices and expanding market access
- Increasing women's participation in decision-making and leadership roles
- Addressing gender-based violence
- Strengthening climate resilience for communities most affected by the climate crisis
- Improving industry standards regarding sustainability and ESG frameworks.
CARE and Diageo have worked in several countries including Nigeria, Tanzania, Kenya and Ghana supporting smallholder farmers, particularly women, in the sorghum value chain. This work has led to measurable improvements in the lives and livelihoods of thousands of women and their families:
- Stronger access and participation in sorghum production training, and increased capacity to participate in the value chain.
- Increased incomes through financial literacy, business skills, and diversified livelihoods.
- Improved access to finance and dignified livelihood via the establishment of Village Savings and Loan Associations (VSLAs).
- Engaging men and boys, building more inclusive communities via community-led dialogue sessions on gender and social norms.
Gender equality in action: The impact of the Diageo-CARE partnership
I’m now visible in the community. I participate in meetings, lead women’s groups, and contribute to our family income. My husband’s support has given me the freedom to grow.” - Beatrice
Beatrice Atieno from Ujimbe Village, Kenya overcame gender norms that once limited her role to domestic responsibilities. She has been supported by her husband Joseph, who, after attending CARE's gender and social norms community dialogue sessions (2022-2024), reflected on his own attitude towards gender roles, embracing a more equitable approach to household responsibilities.
With newfound time and confidence, Beatrice now leads women’s groups, contributes to household income, and drives community development, showing how shifting norms at home can unlock potential and promote gender equality.