The Global Alliance for Improved Nutrition (GAIN) is issuing this Request for Proposals (RFPs) for Fitfood Zone Design and Creation.
GAIN has been developing a new market-based approach to scale programmes aimed at improving diets. GAIN Kenya is the first country in which this approach will be deployed at scale. We have created a nutritious food brand called FitFoods (FF). The brand strategy is found in the annex. The first nutritious food category that will be promoted under the FF brand are vegetables.
The project conducted a consumer survey to understand the drivers of vegetable purchases. The study concluded that purchases are driven by 3 consumer expectations: freshness, proximity of vegetable seller, and safety. The desire to consume more vegetables was driven by taste and variety. Variety was constrained by price and seasonality. Taste was driven by familiarity and availability of specific vegetables. Taste preference is main barrier to consumption for some types of vegetables, like traditional leafy greens. While vegetables were generally regarded as positive, consumers discussed tension between buying vegetables to fill a hungry stomach vs. vegetables as a source of enjoyment.
Funder: GAIN
UrL: https://bit.ly/3LOXSI8
Dateline: October 14, 2022
