About the video: The UK Government and UNDP hosted the Business Call to Action event on 6 May 2008, inviting Chief Executives and Board Chairs from some of the world’s largest companies to showcase concrete initiatives that support economic growth and reduce poverty in developing countries.

This video showcases Diageo's announcement to develop the cultivation of sorghum for brewing in Cameroon, identifying suitable strains, training farmers, providing finance and developing storage and transport infrastructure. They will provide a sustainable market for local grain, substituting as much as possible of the 16,000 tonnes that Diageo currently imports. The project is expected to benefit around 10,000 people, raising agricultural standards, yields and farm incomes.