  Case study
Preventing food waste in traditional Kenyan and Nigerian markets
Posner Foundation
Financial Inclusion
Field and Lab Experiments
1,834 Participants
Salience | simplicity | urgency
OVERVIEW
Subtitle
The goal for this was to explore the various stages of the vendor and consumer journey in relation to food waste. We identify key points where food waste occurs and provide potential recommendations to address this issue. Our focus is on two countries, Nigeria and Kenya, highlighting their unique challenges and opportunities. The aim is to understand whether vendors and consumers consider less visually appealing food (LVAP) in the individual purchase decisions and if this as a result leads to waste.
It is important to educate consumers to recognize LVAP as edible and improve the market experience by highlighting hygienic practices and vendor appearance.
Subtitle
Our recommendations include;
- Targeted education for male vendors in Nigeria, considering local regulations and location-specific interventions, and addressing gender-based differences.
- Understanding and utilizing behavioral mechanisms such as the decoy effect, halo effect, and framing effect can help reduce food waste by influencing consumer perception and encouraging the consumption of less visually appealing produce (LVAP).
- Enhancing the appeal and perceived quality of LVAP can be achieved through improved hygiene practices, appealing packaging, and positive renaming.
By implementing these interventions and addressing challenges throughout the vendor and consumer journey, significant progress can be made in reducing food waste in Nigeria and Kenya.
