2017
DOI: 10.1080/10454446.2016.1266546
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Social Marketing of a Fortified Staple Food at Scale: Generating Demand for Fortified Rice in Brazil

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Cited by 10 publications
(15 citation statements)
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“…As with fortification efforts, elements of social marketing may also be needed in order to encourage the use/consumption of new varieties [12]. Social marketing may also enable a better understand of tastes/traits consumers prefer which may influence the choice of food vehicle to be fortified or biofortified crops/practices being produced [80,86,88]. Having said this, the literature is relatively silent on the subject of who might finance this effort.…”
Section: Discussionmentioning
confidence: 99%
See 2 more Smart Citations
“…As with fortification efforts, elements of social marketing may also be needed in order to encourage the use/consumption of new varieties [12]. Social marketing may also enable a better understand of tastes/traits consumers prefer which may influence the choice of food vehicle to be fortified or biofortified crops/practices being produced [80,86,88]. Having said this, the literature is relatively silent on the subject of who might finance this effort.…”
Section: Discussionmentioning
confidence: 99%
“…Public sector-led fortification programs have been successful in a number of countries (see Figure S1) largely as a result of mandatory fortification (legislation), enforceable regulation and a mixture of incentives [80]. For example, the Philippines and Costa Rica have had successful fortification experiences with fortified rice.…”
Section: Types Of Business Models Exploredmentioning
confidence: 99%
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“…In Brazil, the voluntary rice fortification initiative is an example of a purely market-based approach led by the private sector. 32 In the Brazilian case, fortified rice has become a niche market that represents a single-digit percentage of the overall rice market. 32 Although efforts in Colombia also began with a purely market-based approach, market uptake has been much broader in that country, with slightly more than one-third of commercialized rice in the country currently being fortified.…”
Section: Global Experiences With Rice Fortificationmentioning
confidence: 99%
“…32 In the Brazilian case, fortified rice has become a niche market that represents a single-digit percentage of the overall rice market. 32 Although efforts in Colombia also began with a purely market-based approach, market uptake has been much broader in that country, with slightly more than one-third of commercialized rice in the country currently being fortified. These vastly different outcomes reflect how market-driven rice fortification depends heavily on a country's context.…”
Section: Global Experiences With Rice Fortificationmentioning
confidence: 99%