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Mars is one of the largest buyers and processors of cocoa.  To sustain its business the company has identified five principles to guide its strategy and operations:

• Quality
• Responsibility
• Mutuality
• Efficiency
• Freedom

If the concept of the supply chain as an ecosystem has any value, mutuality will be especially important. The Mars approach argues: "A mutual benefit is a shared benefit; a shared benefit will endure. We believe the standard by which our business relationships should be measured is the degree to which mutual benefits are created. These benefits can take many different forms, and need not be strictly financial in nature. Likewise, while we must try to achieve the most competitive terms, the actions of Mars should never be at the expense, economic or otherwise, of others with whom we work."

Oxford University faculty and researchers are working with Mars to implement mutuality across its supply chain.  A recent report in The Guardian claimed that, "Oxford’s researchers will challenge Mars to think about being a mutual business in the broadest sense. It will look at sharing the benefits of the business with suppliers, customers, communities, future generations - and even the planet as a producer."

[Above are the Japanese characters for keiretsu -- a headless combine, group of firms, a system of queues -- one popular description of Japanese commercial connections that encourage (some would argue, exploit) mutual dependence.]