- Aha! Moment
How can we address food waste in traditional Kenyan and Nigerian markets?
Jonathan Karl, Fadila Jumare, Wanjuku Kiarie, Edel Koki, Mugambi Muriithi, Nimo Muthike, Anthony Mogaka, Laura Schun
- October 28, 2025
- 12:57 pm
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PROJECT TYPE
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BEHAVIORAL THEME
OVERVIEW
Funny-looking produce represents a significant share of wastage at the point of selection since both vendors and consumers reject it based on cosmetic imperfections, despite it being nutritious. This project aimed to reduce food waste in traditional markets in Kenya and Nigeria, by targeting the rejection of less visually appealing produce (LVAP) or funny-looking produce. We launched dual interventions targeting both parties in the form of vendor training, market activation, and campaigns emphasizing the safety, nutrition, and taste of funny-looking produce. In each country we held a one day training for 50 vendors, and spread our campaigns over six weeks. These interventions fostered trust, reduced waste, and promoted positive purchasing behaviors for funny-looking produce.
THEMATIC AREAS
As part of this study, we executed a field experiment (randomized controlled trial) with 910 consumers in traditional markets in Kenya (Kikuyu and Ngong) and Nigeria (Utako and Karu). This was to assess the effect of tailored awareness campaigns on consumers’ knowledge, attitudes, and willingness to pay for funny-looking produce.
On the other hand, we also employed an observational study and conducted in-depth interviews with 94 vendors (across both countries) to evaluate actual adherence to best practice guidelines. We measured this across five key areas and based on a 10-question scale, which reflected the overall guideline adoption.