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.