Company partners with SMEs to boost Nigeria's Vitamin A food product market

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An agricultural and nutrition company, Wandieville, partners with 253 small businesses to enhance Vitamin A food products in Nigeria.

No doubt the alliance will combat Vitamin A deficiency, which affects 28.1% of the Nigerians with severe health impacts.

The health implications include 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.

In a Euromonitor study, food processors face several challenges in marketing Vitamin A products, including lack of technical understanding, innovation, and underdeveloped market channels.

A statement said Wandieville will implement a comprehensive marketing campaign strategy, partnering with 253 food processors and vendors in selected markets.

According to the company, ”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.”

Wandieville said by enhancing production of Vitamin, it aims to significantly reduce the prevalence of Vitamin A deficiency in Nigeria and improve public health outcomes.