Wandieville, an innovative company in the agricultural and nutrition sector, operates across the entire agricultural value chain. It has partnered with 253 small businesses involved in the processing, packaging, and marketing of Vitamin A food products to create demand, improve visibility, and enhance accessibility of these products in Nigeria.
Vitamin A deficiency has severe health impacts such as malnutrition, vision loss, blindness, and impaired cognitive development, particularly affecting children and pregnant women. In Nigeria, the prevalence of Vitamin A deficiency is 28.1%. Cassava and maize, staple foods in Nigeria consumed by over 100 million people daily, have a market share of 2.8% and 0.3% respectively for Vitamin A crops (Dalberg, 2019).
A recent study by Euromonitor highlighted that food processors frequently face challenges in marketing Vitamin A food products, including a lack of technical knowledge, innovation, and underdeveloped market channels, which hinders their involvement despite their eagerness.
To address these challenges, Wandieville designed and implemented a marketing campaign strategy for Vitamin A food products. This strategy involved partnering with 253 food processors and vendors in selected markets and training them on processing, packaging, and marketing techniques. Additionally, Wandieville assisted farmers in promoting their Vitamin A crops by connecting them with processors and vendors.
Wandieville’s marketing efforts included below-the-line activities such as providing point-of-sale materials and organizing market activations. They also partnered with restaurants for food tasting sessions to influence consumer preferences and gather valuable feedback.
Utilizing above-the-line approaches like radio jingles, food conversations, and banners reportedly increased consumer demand and awareness for Vitamin A products. These initiatives not only supported food businesses but also offered capacity training, ensuring sustainability beyond the program.
