Innovating at Marketing and Distributing Nutritious Foods at the Base of the Pyramid (BoP): Insights from 2SCALE, the Largest Incubator for Inclusive Agribusiness in Africa
Toward Sustainable Clusters in Agribusiness through Learning in Entrepreneurship (2SCALE) is the largest incubator for inclusive agribusiness in Africa. Part of this program supports agribusinesses in developing nutritious products that specifically target base of the pyramid (BoP) consumers in loca...
| Autores principales: | , , , , |
|---|---|
| Formato: | Capítulo de libro |
| Lenguaje: | Inglés |
| Publicado: |
Springer
2021
|
| Materias: | |
| Acceso en línea: | https://hdl.handle.net/10568/111295 |
| _version_ | 1855518315117543424 |
|---|---|
| author | Dijk, N. van Velde, N. van der Macharia, J. Pipim, K.N. Shimeles, H. |
| author_browse | Dijk, N. van Macharia, J. Pipim, K.N. Shimeles, H. Velde, N. van der |
| author_facet | Dijk, N. van Velde, N. van der Macharia, J. Pipim, K.N. Shimeles, H. |
| author_sort | Dijk, N. van |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | Toward Sustainable Clusters in Agribusiness through Learning in Entrepreneurship (2SCALE) is the largest incubator for inclusive agribusiness in Africa. Part of this program supports agribusinesses in developing nutritious products that specifically target base of the pyramid (BoP) consumers in local markets. This product development process is complemented with marketing and distribution strategies to ensure these products reach BoP consumers. In an effort to build sustainable and scalable business cases, all strategies are first tested and implemented in short-term pilots. The lessons learned during the implementation of these pilots are presented in this chapter.The goal of this chapter is to showcase the approach, results, and lessons learned while implementing pilots. Under the 2SCALE program, more than 20 agribusinesses have developed new nutritious products and have run marketing and distribution pilots. The lessons derived from this experience can be useful for both agribusinesses themselves and incubating programs.The first section of this chapter highlights the opportunity at the BoP and the rationale behind implementing pilots, including the importance of BoP-specific marketing and distribution strategies. The second one runs through the approach and stages of developing and implementing pilots. This section is followed by an overview of tools and strategies being used in pilot development, whereas the final two sections explain lessons learned and the next steps. |
| format | Book Chapter |
| id | CGSpace111295 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| publisher | Springer |
| publisherStr | Springer |
| record_format | dspace |
| spelling | CGSpace1112952023-12-08T19:36:04Z Innovating at Marketing and Distributing Nutritious Foods at the Base of the Pyramid (BoP): Insights from 2SCALE, the Largest Incubator for Inclusive Agribusiness in Africa Dijk, N. van Velde, N. van der Macharia, J. Pipim, K.N. Shimeles, H. innovation innovation systems Toward Sustainable Clusters in Agribusiness through Learning in Entrepreneurship (2SCALE) is the largest incubator for inclusive agribusiness in Africa. Part of this program supports agribusinesses in developing nutritious products that specifically target base of the pyramid (BoP) consumers in local markets. This product development process is complemented with marketing and distribution strategies to ensure these products reach BoP consumers. In an effort to build sustainable and scalable business cases, all strategies are first tested and implemented in short-term pilots. The lessons learned during the implementation of these pilots are presented in this chapter.The goal of this chapter is to showcase the approach, results, and lessons learned while implementing pilots. Under the 2SCALE program, more than 20 agribusinesses have developed new nutritious products and have run marketing and distribution pilots. The lessons derived from this experience can be useful for both agribusinesses themselves and incubating programs.The first section of this chapter highlights the opportunity at the BoP and the rationale behind implementing pilots, including the importance of BoP-specific marketing and distribution strategies. The second one runs through the approach and stages of developing and implementing pilots. This section is followed by an overview of tools and strategies being used in pilot development, whereas the final two sections explain lessons learned and the next steps. 2021 2021-02-14T13:57:12Z 2021-02-14T13:57:12Z Book Chapter https://hdl.handle.net/10568/111295 en https://hdl.handle.net/10568/110623 Open Access Springer van Dijk N., van der Velde N., Macharia J., Pipim K.N., Shimeles H. (2021) Innovating at Marketing and Distributing Nutritious Foods at the Base of the Pyramid (BoP): Insights from 2SCALE, the Largest Incubator for Inclusive Agribusiness in Africa. In: Campos H. (eds) The Innovation Revolution in Agriculture. Springer, Cham. https://doi.org/10.1007/978-3-030-50991-0_6 |
| spellingShingle | innovation innovation systems Dijk, N. van Velde, N. van der Macharia, J. Pipim, K.N. Shimeles, H. Innovating at Marketing and Distributing Nutritious Foods at the Base of the Pyramid (BoP): Insights from 2SCALE, the Largest Incubator for Inclusive Agribusiness in Africa |
| title | Innovating at Marketing and Distributing Nutritious Foods at the Base of the Pyramid (BoP): Insights from 2SCALE, the Largest Incubator for Inclusive Agribusiness in Africa |
| title_full | Innovating at Marketing and Distributing Nutritious Foods at the Base of the Pyramid (BoP): Insights from 2SCALE, the Largest Incubator for Inclusive Agribusiness in Africa |
| title_fullStr | Innovating at Marketing and Distributing Nutritious Foods at the Base of the Pyramid (BoP): Insights from 2SCALE, the Largest Incubator for Inclusive Agribusiness in Africa |
| title_full_unstemmed | Innovating at Marketing and Distributing Nutritious Foods at the Base of the Pyramid (BoP): Insights from 2SCALE, the Largest Incubator for Inclusive Agribusiness in Africa |
| title_short | Innovating at Marketing and Distributing Nutritious Foods at the Base of the Pyramid (BoP): Insights from 2SCALE, the Largest Incubator for Inclusive Agribusiness in Africa |
| title_sort | innovating at marketing and distributing nutritious foods at the base of the pyramid bop insights from 2scale the largest incubator for inclusive agribusiness in africa |
| topic | innovation innovation systems |
| url | https://hdl.handle.net/10568/111295 |
| work_keys_str_mv | AT dijknvan innovatingatmarketinganddistributingnutritiousfoodsatthebaseofthepyramidbopinsightsfrom2scalethelargestincubatorforinclusiveagribusinessinafrica AT veldenvander innovatingatmarketinganddistributingnutritiousfoodsatthebaseofthepyramidbopinsightsfrom2scalethelargestincubatorforinclusiveagribusinessinafrica AT machariaj innovatingatmarketinganddistributingnutritiousfoodsatthebaseofthepyramidbopinsightsfrom2scalethelargestincubatorforinclusiveagribusinessinafrica AT pipimkn innovatingatmarketinganddistributingnutritiousfoodsatthebaseofthepyramidbopinsightsfrom2scalethelargestincubatorforinclusiveagribusinessinafrica AT shimelesh innovatingatmarketinganddistributingnutritiousfoodsatthebaseofthepyramidbopinsightsfrom2scalethelargestincubatorforinclusiveagribusinessinafrica |