In Côte d’Ivoire, a group of women traders known as the “Mamies MAGGI” are rewriting their own stories, literally. Through a literacy programme launched by Nestlé Côte d’Ivoire in partnership with UNESCO, hundreds of market women are learning to read, write, and manage their businesses more effectively, transforming both their livelihoods and their confidence.
This year, five women between the ages of 19 and 60 successfully completed their primary school final exams, a milestone that symbolizes years of determination and the impact of a programme that blends education with economic empowerment.
Launched in 2017, the initiative has already benefited over 2,500 women traders across Abidjan. Many of them sell Maggi cubes and other food products in local markets and had never been to school. In a country where two out of three women cannot read or write, the programme offers an opportunity that many thought they had missed forever.
According to Boris Akanza, Category Manager for Culinary at Nestlé Côte d’Ivoire, the progress of these women represents more than academic achievement, it is a story of resilience. “We are proud to witness the determination and progress of these women, some of whom have waited decades for the opportunity to complete their basic education,” he said.
For the Mamies MAGGI, literacy has become a bridge to independence. With the help of a mobile learning app provided as part of the programme, participants can continue their lessons even while trading at the market. They now record daily sales, read clients’ orders, and calculate prices with confidence.
“I used to feel blind. Now I see,” said Yonkaho Guinssalou, a trader at Koumassi Market and President of the Women’s Association. “I can take the bus alone, write my name, read my clients’ shopping lists, and manage my sales without help.”
The partnership between Nestlé and UNESCO ensures that the programme is tailored to the realities of women working in informal markets, flexible schedules, on-site classes, and practical lessons directly linked to their daily activities. Beyond literacy, the initiative aims to boost financial inclusion, business management skills, and community leadership among women traders.
UNESCO’s technical expertise has been pivotal in shaping the curriculum and monitoring outcomes, creating a model that could be replicated across other parts of West Africa.
Through this collaboration, Nestlé Côte d’Ivoire is demonstrating how private-sector initiatives can drive social transformation, creating shared value by linking business objectives with inclusive community development.
