Marketing biofortified crops: Insights from consumer research
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, nu...
| Main Authors: | , |
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| Format: | Journal Article |
| Language: | Inglés |
| Published: |
African Journal of Food, Agriculture, Nutrition and Development
2017
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| Online Access: | https://hdl.handle.net/10568/147999 |
| _version_ | 1855525244561784832 |
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| author | Uchitelle-Pierce, Benjamin Ubomba-Jaswa, Acanda |
| author_browse | Ubomba-Jaswa, Acanda Uchitelle-Pierce, Benjamin |
| author_facet | Uchitelle-Pierce, Benjamin Ubomba-Jaswa, Acanda |
| author_sort | Uchitelle-Pierce, Benjamin |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | 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 Findings from some unpublished research on these topics are reported here.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. |
| format | Journal Article |
| id | CGSpace147999 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2017 |
| publishDateRange | 2017 |
| publishDateSort | 2017 |
| publisher | African Journal of Food, Agriculture, Nutrition and Development |
| publisherStr | African Journal of Food, Agriculture, Nutrition and Development |
| record_format | dspace |
| spelling | CGSpace1479992025-04-24T19:54:38Z Marketing biofortified crops: Insights from consumer research Uchitelle-Pierce, Benjamin Ubomba-Jaswa, Acanda sweet potatoes biofortification marketing cassava behaviour 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. 2017 2024-06-21T09:23:38Z 2024-06-21T09:23:38Z Journal Article https://hdl.handle.net/10568/147999 en Open Access African Journal of Food, Agriculture, Nutrition and Development Uchitelle-Pierce, B.; Ubomba-Jaswa, Acanda. 2017. Marketing biofortified crops: Insights from consumer research. African Journal of Food, Agriculture, Nutrition, and Development 17(2): 12051-12062. https://doi.org/10.18697/ajfand.78.HarvestPlus11 |
| spellingShingle | sweet potatoes biofortification marketing cassava behaviour Uchitelle-Pierce, Benjamin Ubomba-Jaswa, Acanda Marketing biofortified crops: Insights from consumer research |
| title | Marketing biofortified crops: Insights from consumer research |
| title_full | Marketing biofortified crops: Insights from consumer research |
| title_fullStr | Marketing biofortified crops: Insights from consumer research |
| title_full_unstemmed | Marketing biofortified crops: Insights from consumer research |
| title_short | Marketing biofortified crops: Insights from consumer research |
| title_sort | marketing biofortified crops insights from consumer research |
| topic | sweet potatoes biofortification marketing cassava behaviour |
| url | https://hdl.handle.net/10568/147999 |
| work_keys_str_mv | AT uchitellepiercebenjamin marketingbiofortifiedcropsinsightsfromconsumerresearch AT ubombajaswaacanda marketingbiofortifiedcropsinsightsfromconsumerresearch |