PARTNER
GAIN
SECTOR
Food system resilience
PROJECT TYPE
Field and Lab Experiments
BEHAVIORAL THEME
Socio-cultural norms | Risk perception | Self Efficacy
OVERVIEW
We created the Abinci Fes-Fes brand to enhance food safety practices among vendors and consumers in traditional markets in Nigeria, as part of the USAID-funded EatSafe program. Consumer behavioral science helped us come up with the name, Abinci Fes-Fes, and the tagline Sai wanda yafi kyau, which convey the message that safe and clean food is the best choice.
We implemented this intervention by offering an opt-in program for vendors who had completed our food safety training. Afterward, we provided them with branded materials to serve as visual cues for consumers. To ensure that consumers bought from Abinci Fes-Fes vendors, we conducted a below-the-line campaign to raise awareness and educate consumers about food safety and the importance of the brand.
Observational studies and consumer surveys indicate that Abinci Fes-Fes had a positive impact on vendor sales and consumer awareness. Vendors expressed interest in continuing the program due to increased customer patronage, while consumers preferred shopping from Abinci Fes-Fes vendors. This intervention demonstrated the potential of consumer behavioral science in improving food safety practices.
