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Smart foods campaign : Feed the Future Kenya Accelerated Value Chain Development Program Drought Tolerant Crops (DTC) Value Chain 2015-2018

  1. Implemented under… Feed the Future Kenya Accelerated Value Chain Development Program DroughtTolerant Crops (DTC)Value Chain 2015-2018
  2. Designed to:  Improve productivity and profitability of DTCs  Improve nutrition status of target population in Kenya It’s a nutrition sensitive program that has built in nutrition objectives
  3. The Smart Food Kenya campaign is designed to help the DTC value chain team meet these two objectives.
  4. Particularly mothers and caregivers of children under 5 years Urban middle income consumers Rural Population Urban Population THETARGET
  5. Three quarters of the world’s poor and undernourished live in rural areas. Paradoxically, many of them are smallholder farmers. With high malnutrition rates and poor infant feeding practices in rural Kenya, we believe the Smart Food nutrition interventions will help address these problems. WHY RURAL?
  6. The urban markets play a critical role of influencing the trends and consumption patterns in the rural areas. We need to change the image and perceptions of DTCs from being seen as food for the poor & sick to trendy, high value and nutritious crops. WHY URBAN CONSUMERS?
  7. We need to stimulate a demand pull for our crops.This will strengthen our value chains and a result:  Supply will respond to increased demand  Value chain players (including farmers, seed companies, industry) will be interested to invest in the value chains WHY URBAN MIDDLE CLASS?
  8. • Low awareness of the health benefits of our crops => opportunity to build demand • Malnutrition still a huge issue and new health issues growing (e.g. diabetes, celiac, obesity) => opportunity to build demand • Poor image – either a poor persons food or old fashioned => rebranding will help stimulate demand • Few modern convenience products => product development opportunities • Small niche urban health conscious markets exist and starting to grow => opportunity to capitalize on these and build them further If we don’t also tackle the demand side, we can’t grow the market OPPORTUNITY EXISTS
  9. Nutrition education interventions - improved infant and young child feeding practices Dietary diversity for WRA - good hygiene and health practices Participatory cooking training sessions Road shows & awareness camps Online engagement through social media TV cooking show Capacity building of SMEs & local chefs ACTIVITIES Creates a demand pull that will complement the supply push
  10. ACTIVITY MAPPING TO INDICATORS Activity Process Output Promote consumption of DTCsPromote consumption of DTCs at the household level by enhancing capacity of 8400 women and youth to prepare various nutritious dishes for the households Formative study Develop training and BCC materials Conduct training through the ToT model Conduct training through the ToT model Conduct nutrition awareness camps and distribution of BCC materials in health centers to reach at least 4200 women with children below 5 years Partner with the Beyond Zero team to organize the awareness camps and distribute BCC materials Joint strategy: First lady’s office,MoA and ICRISAT 3.1.9 Indicators - 8400 women and youth trained in child health and nutrition programs through USG support -4200 children under 5 years who have been reached USG supported nutrition programs -At least 6 number of food groups consumed by WRA 4.5.2 Indicators -26 public-private partnership formed - Value of incremental sales collected at farm level attributed to FtF implementation -At least 90,000 farmers and others who have applied improved technologies and management practices as a result of USG assistance Conduct road shows/awareness talks) Conduct road shows/awareness events to promote production and consumption of DTCs (in addition to nutrition & health talks) Nutrition education/health talksNutrition education/health talks Cooking Demos BoothCooking Demos Booth Processors boothsProcessors booths Agronomy education boothAgronomy education booth Inputs suppliers’ boothsInputs suppliers’ booths Engage and build capacities of local institutions (restaurants, health clinics,Engage and build capacities of local institutions (restaurants, health clinics, orphanages and schools) to prepare DTC Meals Conduct training of at least 26 SMEs on product development Develop at least 5 TV cooking episodes Create awareness and engage consumers through a Smart Food Campaign website and social media platforms Create awareness and engage consumers through a Smart Food Campaign website and social media platforms
  11. The Team Joanna Kane-Potaka – Smart Food Initiative Coordinator Esther Omosa – AVCD Nutrition Specialist Maureen Cheserek – Nutrition Specialist (Egerton) Rhoda Nungo – Nutrition Specialist Christine Wangari – Communications Specialist Other partners – Ministry of Agriculture, Ministry of Health, Beyond Zero campaign team
  12. • First step: Explicitly incorporate improved nutrition as a project objective and identify specific actions that will make project components nutrition sensitive (e.g. promote bio fortified pearl millet varieties) • Then trace steps from production to consumption needed for our interventions to improve nutrition and factor those actions into design and implementation. How can our projects be made more nutrition sensitive?
  13. Thank you!
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