The study analyses the efficiency of communication strategies used by Farm Concern International (FCI) in enhancing the production and consumption of African Indigenous Vegetables in Lari Sub-County, Kenya. The study used both quantitative and qualitative research designs and used purposive sampling, followed by random sampling to select 100 farmers from the five villages in Lari Sub County. The data was gathered from the primary sources through the use of structured questionnaire for both quantitative and qualitative. The data was then processed and presented by the use of graphs, tables and pie charts and analysed by use of descriptive analysis. The study used two theories, Rational Argumentation Theory propounded by Cragan and Shields (1998) and Trans theoretical Model (TM) by Prochaska, Johnson and Lee (1998). The study established that the rate of AIVs production has increased since the implementation of DoHoMa Project. The rate of consumption has also increased with the majority of farmers eating AIVs on a daily basis due to their higher nutritional value. Only a few who consumed the value chain three to six times a week. The findings also indicated that FCI majorly used two forms of Ora-Media, barazas and demonstrations, to promote production, consumption and commercialisation of AIVs. The study recommends that agriculture-based NGOs need to use more of demonstrations than barazas because most of the farmers have basic education. The Ministry of Agriculture needs to facilitate farmers to dig boreholes for enhancing irrigation during dry spells.

The study sought to analyse the efficiency of Farm Concern International’s Communication strategies in promoting the commercialisation of African Indigenous Vegetables in Lari Sub-County, Kenya. Qualitative and quantitative research designs were adopted for the study and purposive sampling, followed by random sampling used to select 100 farmers from the five villages in Lari Sub County. The data was gathered from the primary source through the use of structured questionnaire for both quantitative and qualitative. The data was then processed and presented by the use of graphs, tables and pie charts and analysed by use of descriptive analysis. The study used two theories, Rational Argumentation Theory propounded by Cragan and Shields (1998) and Trans theoretical Model (TM) by Prochaska, Johnson and Lee (1998). The study established that the rate of commercialisation is currently high, with the majority of farmers earning between sh. 5, 000 to sh. 15, 000 per month. Majority of farmers sold AIVs to Uchumi Supermarket. The findings also indicated that FCI majorly used two forms of Ora-Media, barazas and demonstrations, to promote production, consumption and commercialisation of AIVs. However, a bit of Use of projector was also used, but no form of mainstream media or internet and drama was used. The study recommends that NGOs should liaise with financial institutions to train farmers on financial literacy and facilitate them to make savings to enhance production. Also, there is a need for more campaign by NGOs and other gatekeepers like the media, government leaders and local leaders to enhance increased production of AIVs.

Covid-19 pandemic has adversely affected the newspaper sector. Majority readers, especially among the students, have since opted to use social media, television, radio, and online for news updates. Most of the students avoid reading the newspaper due to fear of contracting the disease. The study used both qualitative and quantitative methods of research designs. The quantitative design helped in identifying the readership magnitude of the hardcopy, online and broadcast versions before and after the Covid-19 pandemic while; the qualitative design helped identifying the causes of variation in magnitude in hardcopy newspaper readership. The study collected data from the primary source using a questionnaire with a sample of 50 respondents picked through convenience sampling method. The findings indicate that majority age of students interviewed ranged between 18-22 years and majority were male at 68% compared to female, 32%.  Also, most students, 94%, read the newspapers before the outbreak of Covid-19. 56 percent of them preferred the Daily Nation, 24% the Standard Newspaper while the rest went for the Star, the Nairobian and other versions of print media. However, after the outbreak of Covid-19 pandemic, most students, 90%, feared reading the newspapers and instead 68% went for Facebook, 24% used twitter while 8% used other forms of social media for news update. In conclusion, the use of traditional media like television and radio is still common among the students. The study indicate that majority 58%, of students used television sets for news update, 24% used radio, 10% used online media while 8% used other forms of media.