The Bill & Melinda Gates Foundation and the Coca-Cola Company are aiming to empower 50,000 smallholder fruit farmers in Kenya and Uganda by 2014. Implemented by TechnoServe, Project Nurture is a four-year partnership designed to double the farm income of these mango and passion fruit farmers by providing them with training on farm productivity and agronomy. It will also provide them with access to a market for their fruits. The funding for this $11.5 million partnership consists of a $7.5 million grant provided by the Gates Foundation to TechnoServe, $3 million provided by the Coca-Cola Company and $1 million by bottling partner Coca-Cola Sabco. By 2011, almost 40,000 farmers had been trained, 17,000 of whom were women. Today, fruit grown by participating farmers is processed locally into juice and sold to local consumers through Coca-Cola’s Minute Maid brands, linking small farmers and consumer brands in a transformative way.