Wandieville developed and implemented a marketing strategy for the Commercialization of Biofortified Crops (CBC) Project to improve market entry, accessibility, and visibility of vitamin A food products in eight selected states across Nigeria.
This project is anchored by GAIN in collaboration with Harvestplus to drive the widespread adoption of Vitamin A Cassava (VAC) and Vitamin A Maize (VAM) while improving the overall nutrition and well-being of communities. The project was carried out across eight selected states in Nigeria: Osun, Anambra, Cross River, Nasarawa, Kaduna, Niger, Oyo, and Imo.
In Osun, Anambra, Cross River, and Nasarawa states, the project focused on promoting Vitamin A Cassava, while in Kaduna, Niger, Oyo, and Imo states, the emphasis was on Vitamin A Maize.
The project employed innovative marketing campaigns, such as the “BETA Cassava” and “BETA Maize” themes, featuring the slogan “E Dey Keep Body Kampe” (“It Keeps the Body Healthy”). These campaigns aimed to create awareness and stimulate interest in Vitamin A biofortified crops.
One of the key implementation strategies involved market activation, which entailed setting up engaging displays with trucks, DJs, moderators, dancers, and Wandieville field staff. These activations attracted attention, drew inquisitive crowds, and provided opportunities to educate people about the nutritional value and health benefits of Vitamin A Cassava and Maize. Flyers and posters were distributed, serving as valuable information tools. Branded materials, including parasols, buckets, aprons, t-shirts, and flyers, were also provided to vendors to enhance visibility and awareness at the point of purchase.
The “BETA” campaign yielded substantial results. The distribution of information materials, including flyers and posters, during market activation significantly heightened awareness of Vitamin A products among vendors and the general public. Intensive sensitization efforts
strengthened the entire supply chain for biofortified crops, facilitating a smoother flow from production to market. Branded materials successfully attracted attention from vendors, resulting in increased sales and patronage of Vitamin A food products.
Furthermore, 155 maize and cassava retailers were successfully onboarded and branded with Information, Education, and Communication (IEC) materials, enhancing the visibility and accessibility of Vitamin A food products in local markets.
A noteworthy success story emerged from Priscilla Shinyi, a vendor in Nasarawa State. Prior to the campaign, the demand for Vitamin A products was limited due to low awareness. However, active participation in the BETA campaign equipped Priscilla with branded materials and engaged her in activities that substantially increased visibility and awareness of Vitamin A cassava. This surge in visibility led to higher sales and made Vitamin A cassava more accessible in the market.
“The advertisement and awareness you created at the market educated people on the importance of vitamin A cassava. Before, they only bought other types of cassava, but now they come to my stand to ask for Vitamin A cassava. I thank the BETA campaign for educating my people, which in turn has given me more sales”, she said.
Another notable achievement comes from Saidat Omowumi, CEO of Abisal Megatop, a food company processing vitamin A food products in Bodija Market, Oyo State. Saidat’s company processes and packages vitamin A maize flour and various other food products to meet local market demand. She not only operates her business but also uses it as a platform to raise awareness about the nutritional benefits of vitamin A food products for both children and adults. In an interview with her, she expressed her belief in promoting healthier options and stated,
“It is a good thing to promote a healthier option for people to try out. I am sure that people will love the biofortified food products when they get to know all of their benefits.”
