The Smart Food Kenya campaign is designed to help the Drought Tolerant Crops (DTC) value chain team meet these two objectives: Improve productivity and profitability of DTCs and Improve nutrition status of target population in Kenya (Rural Population:Particularly mothers and caregivers of children under 5 years Urban Population:Urban middle income consumers)

2. Implemented under…
Feed the Future Kenya Accelerated
Value Chain Development Program
DroughtTolerant Crops (DTC)Value Chain
2015-2018

3. Designed to:
 Improve productivity and profitability of
DTCs
 Improve nutrition status of target
population in Kenya
It’s a nutrition sensitive program that has
built in nutrition objectives

4. The Smart Food Kenya campaign
is designed to help the DTC value
chain team meet these two objectives.

5. Particularly mothers and
caregivers of children under 5
years
Urban middle income
consumers
Rural Population Urban Population
THETARGET

6. Three quarters of the world’s poor and
undernourished live in rural areas. Paradoxically,
many of them are smallholder farmers.
With high malnutrition rates and poor
infant feeding practices in rural Kenya, we
believe the Smart Food nutrition
interventions will help address these
problems.
WHY RURAL?

7. The urban markets play a critical role of
influencing the trends and consumption
patterns in the rural areas.
We need to change the image and
perceptions of DTCs from being seen as
food for the poor & sick to trendy, high
value and nutritious crops.
WHY URBAN CONSUMERS?

8. We need to stimulate a demand pull for our
crops.This will strengthen our value chains and a
result:
 Supply will respond to increased demand
 Value chain players (including farmers, seed
companies, industry) will be interested to invest in
the value chains
WHY URBAN MIDDLE CLASS?

9. • Low awareness of the health benefits of our crops =>
opportunity to build demand
• Malnutrition still a huge issue and new health issues growing (e.g.
diabetes, celiac, obesity) => opportunity to build demand
• Poor image – either a poor persons food or old fashioned =>
rebranding will help stimulate demand
• Few modern convenience products => product development
opportunities
• Small niche urban health conscious markets exist and starting to
grow => opportunity to capitalize on these and build them
further
If we don’t also tackle the demand side, we can’t grow the
market
OPPORTUNITY EXISTS

10. Nutrition education
interventions
- improved infant and young child
feeding practices
Dietary diversity for WRA
- good hygiene and health practices
Participatory
cooking training
sessions
Road shows &
awareness camps
Online
engagement
through social
media
TV cooking show
Capacity building
of SMEs & local
chefs
ACTIVITIES
Creates a demand pull that will complement the supply push

11. ACTIVITY MAPPING TO INDICATORS
Activity Process Output
Promote consumption of DTCsPromote consumption of DTCs
at the household level by
enhancing capacity of 8400
women and youth to prepare
various nutritious dishes for the
households
Formative study
Develop training and BCC materials
Conduct training through the ToT
model
Conduct training through the ToT
model
Conduct nutrition awareness
camps and distribution of BCC
materials in health centers to
reach at least 4200 women with
children below 5 years
Partner with the Beyond Zero team to
organize the awareness camps and
distribute BCC materials
Joint strategy: First lady’s office,MoA and
ICRISAT
3.1.9 Indicators
- 8400 women and youth trained in
child health and nutrition programs
through USG support
-4200 children under 5 years who have
been reached USG supported nutrition
programs
-At least 6 number of food groups
consumed by WRA
4.5.2 Indicators
-26 public-private partnership formed
- Value of incremental sales collected at
farm level attributed to FtF
implementation
-At least 90,000 farmers and others
who have applied improved
technologies and management
practices as a result of USG assistance
Conduct road shows/awareness
talks)
Conduct road shows/awareness
events to promote production
and consumption of DTCs (in
addition to nutrition & health
talks)
Nutrition education/health talksNutrition education/health talks
Cooking Demos BoothCooking Demos Booth
Processors boothsProcessors booths
Agronomy education boothAgronomy education booth
Inputs suppliers’ boothsInputs suppliers’ booths
Engage and build capacities of local institutions (restaurants, health clinics,Engage and build capacities of local institutions (restaurants, health clinics,
orphanages and schools) to prepare DTC Meals
Conduct training of at least 26 SMEs on product development
Develop at least 5 TV cooking episodes
Create awareness and engage consumers through a Smart Food Campaign
website and social media platforms
Create awareness and engage consumers through a Smart Food Campaign
website and social media platforms

12. The Team
Joanna Kane-Potaka – Smart Food Initiative Coordinator
Esther Omosa – AVCD Nutrition Specialist
Maureen Cheserek – Nutrition Specialist (Egerton)
Rhoda Nungo – Nutrition Specialist
Christine Wangari – Communications Specialist
Other partners – Ministry of Agriculture, Ministry of
Health, Beyond Zero campaign team

13. • First step: Explicitly incorporate improved nutrition as a
project objective and identify specific actions that will
make project components nutrition sensitive (e.g.
promote bio fortified pearl millet varieties)
• Then trace steps from production to consumption
needed for our interventions to improve nutrition and
factor those actions into design and implementation.
How can our projects be made more nutrition sensitive?

14. Thank you!