Wandieville, an agricultural and nutrition company, has partnered with 253 small businesses to enhance the processing, packaging, and marketing of Vitamin A food products in Nigeria.
The strategic alliance aims to combat Vitamin A deficiency, which affects 28.1% of the Nigerian population and has severe health impacts, including malnutrition, vision loss, blindness, and impaired cognitive development, particularly in children and pregnant women.
The collaboration involves food processors, vendors, and farmers to create demand, improve visibility, and increase accessibility of Vitamin A food products across Nigeria.
With a market share of Vitamin A crops like cassava at 2.8% and maize at 0.3%, the deficiency remains a significant public health issue. Cassava and maize are staple foods, consumed by over 100 million Nigerians daily.
According to a recent Euromonitor study, food processors face several challenges in marketing Vitamin A products.
These include a lack of technical understanding, innovation, and underdeveloped market channels, which hinder their participation despite interest.
In a statement sent to journalists, Wandieville said it implemented a comprehensive marketing campaign strategy, partnering with 253 food processors and vendors in selected markets.
”We also provided training on processing, packaging, and marketing techniques.
”The initiative further focused on assisting farmers by connecting them with processors and vendors, promoting the production of Vitamin A crops.
”These included providing point-of-sale materials, organizing market activations, and partnering with restaurants for food-tasting sessions to influence consumer preferences and gather feedback.
”We utilized radio jingles, food conversations, and banners to increase consumer awareness and demand for Vitamin A products.
”Our initiatives have not only supported small food businesses but also provided capacity training, ensuring the sustainability of these efforts beyond the duration of the programme,” the company stated.
By enhancing the visibility and accessibility of Vitamin A food products, Wandieville says it aims to significantly reduce the prevalence of Vitamin A deficiency in Nigeria and improve public health outcomes.
