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African Journal of Food, Agriculture, Nutrition and Development
Rural Outreach Program
ISSN: 1684-5358 EISSN: 1684-5358
Vol. 17, No. 2, 2017, pp. 12051-12062
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Bioline Code: nd17039
Full paper language: English
Document type: Research Article
Document available free of charge
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African Journal of Food, Agriculture, Nutrition and Development, Vol. 17, No. 2, 2017, pp. 12051-12062
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CHAPTER 11 MARKETING BIOFORTIFIED CROPS: INSIGHTS FROM CONSUMER RESEARCH
Uchitelle-Pierce, B. & Ubomba-Jaswa, P.A.
Abstract
As the market for biofortified seed and food grows, farmers increasingly market their
excess production to consumers. To develop a global strategy for consumer marketing of
biofortified crops, research is needed to understand consumer perceptions, insights, and
behaviors around food, agriculture, nutrition and biofortification. Findings from some
unpublished research on these topics are reported here. In regions of Nigeria, most
farmers and consumers feel positively about biofortification and are interested in
consuming a more nutritious diet. In Kampala, Uganda awareness of biofortified vitamin
A orange sweet potato is very high, and more than half of survey respondents had
purchased it at least once. In Rwanda, farmers and consumers like biofortified high iron
beans, but challenges to biofortification include limitations of word-of-mouth
communication and the difficulty of obtaining policymaker support for nutrition
interventions. The use of behavior change communication and social marketing, tailored
to the specific product and market context, can be used to increase awareness and
overcome some of these limitations. Several forms of marketing have proven effective
in encouraging trial and adoption of biofortified staple crops by farmers and consumers
alike.
Keywords
Behavior Change Communication; Social Marketing; Biofortication; Marketing; Orange Sweet Potato; Iron Bean; Vitamin A Cassava
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