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Abstract Purpose: the research aims to derive solutions from new data to improve the cocoa business model. Value chain transparency and circularity are tested as concepts that could be used to enable farmers to maintain a living income. A living income is defined as the amount needed for a household to afford a decent standard of living. Methodology: a qualitative approach is used to elicit consumer perception of Ivorian farmers' living income through the lens of value chain circularity. The primary dataset includes a farmer questionnaire (n=215), consumer questionnaire (n=212), and semi-structured interviews with 12 stakeholders. The research is guided by consumption theory, drawing on Keynes, Friedman, and Modigliani. Findings: while over 50% of consumers hold undergraduate degrees, more than 54% of farmers are illiterate. Over 80% of farmers reported transport issues, lack of banking access, and low income as major constraints. Farmers may perceive that no matter how much they adopt circular practices, the benefits are likely to be minimal without structural changes in the value chain that address inequalities. However, consumers spread across six countries increased the share paid to farmers by 7.41% after viewing an informational video. The Cronbach’s Alpha value of 0.79 indicates acceptable reliability. Even among lower-income consumers, raising awareness of the challenges faced by cocoa farmers can result in greater support for farmers receiving a fairer share of the consumer price. Interviewees suggest that while circularity may reduce waste, the concept does not guarantee poverty alleviation. This presents an opportunity for entrepreneurial circular business models to explicitly address income distribution. Originality: entrepreneurial circular business models could be leveraged by incorporating a new conceptual tool, the Fair Score Framework, which measures value chain fairness, using the UN SDGs, Nutri-Score label and OECD circularity scoreboard as reference points. Keywords: cocoa; living income; transparency; circularity; consumer.