Marketing biofortified crops: insights from consumer research

Abstract

As the market for biofortified seed and food grows, farmers increasingly market their excess production to consumers. To develop a global strategy for consumer marketing of biofortified crops, research is needed to understand consumer perceptions, insights, and behaviors around food, agriculture, nutrition and biofortification. Findings from some unpublished research on these topics are reported here. In regions of Nigeria, most farmers and consumers feel positively about biofortification and are interested in consuming a more nutritious diet. In Kampala, Uganda awareness of biofortified vitamin A orange sweet potato is very high, and more than half of survey respondents had purchased it at least once. In Rwanda, farmers and consumers like biofortified high iron beans, but challenges to biofortification include limitations of word-of-mouth communication and the difficulty of obtaining policymaker support for nutrition interventions. The use of behavior change communication and social marketing, tailored to the specific product and market context, can be used to increase awareness and overcome some of these limitations. Several forms of marketing have proven effective in encouraging trial and adoption of biofortified staple crops by farmers and consumers alike.

Factors Determining Consumer Acceptance of Biofortified Food: Case of Zinc-Fortified Wheat in Pakistan's Punjab Province

“…Furthermore, it shows that educated participants are more likely to accept Zn-biofortified wheat than less-educated respondents. Previous studies showed similar results and supported our study findings ( 14 , 53 – 56 ). For instance, Tumuhimbise et al in 2013 and Siwela and his colleagues in 2020 conducted studies.…”

“…Previous studies showed similar results and supported our study findings (14,(53)(54)(55)(56). For instance, Tumuhimbise et al in 2013 and Siwela and his colleagues in 2020 conducted studies.…”

Biofortified Crops for Combating Hidden Hunger in South Africa: Availability, Acceptability, Micronutrient Retention and Bioavailability

“…To ensure the acceptance and effective adoption of biofortified crops among vulnerable populations, promotional activities are essential. Projects aimed at promoting biofortified crops need to utilise intensive nutrition education and extension activities [ 133 ]. The important platforms that can be used to increase the adoption and awareness of biofortified crops, while targeting nutritionally vulnerable populations, include nutrition educational programmes held at health clinics and in homes [ 134 ].…”

Assessment of Several Approaches to Biofortified Products: A Literature Review

“…In the third working group, in "market and marketing" studies, the research question is often aimed at gathering information on the concept of biofortification, to understand the association that is made by the market and consumer, but also to analyze how biofortification is understood, the positions for and against biofortification, the associated benefits arising from biofortification and the consumption of products associated with nutrition, but also cues for names and logos to communicate the idea of biofortification chosen by consumers [46,47].…”

“…According to other studies, one way to raise consumer awareness of biofortified crops, foods and market demand for these products have been and are through the use of social marketing [47,[60][61][62]. Social marketing of biofortified crops was created to increase awareness and understanding of concepts such as hidden hunger.…”