PepsiCo and Impact BBDO launch What We Grow, an initiative of daycare centres at farms in Pakistan

In line with their commitment to women’s inclusivity and economic empowerment, on International Women’s Day PepsiCo has announced a new initiative: What We Grow. In a first-of-its-kind activation, PepsiCo has partnered with their growers to set up daycare centres at potato farms, in order to enable more female workers to earn wages in the agricultural sector.

Women are an essential contributor to Pakistan’s agricultural output – a sector that accounts for 21 per cent of the country’s GDP. But with an average family size of 6.5, women in Pakistan’s rural areas often find themselves being burdened by childcare work. This not only takes a considerable toll on their health