- Aha! moment
How can community-driven interventions reduce food waste in traditional Kenyan and Nigerian markets?
Juhi Jain, Fadila Jumare, Mellan Lilumbi, Anthony Mogaka, Wairimu Muthike, Stephen Ndirangu, Arizechukwu Okafor, Michael Onsando, Sheral Shah, Laura Schun, Mugambi Muriithi
- March 27, 2026
- 9:03 am
SECTOR
PROJECT TYPE
Location
BEHAVIORAL THEME
OVERVIEW
Behaviorally informed interventions can reduce food waste in traditional markets by addressing the rejection of imperfect but nutritious produce. This study in Kenya and Nigeria shows that training, co-designed tools, and targeted communication can shift vendor and consumer behavior. Strengthening community capacity and embedding behavioral strategies supports sustained reductions in food waste.
Research Questions
- How can behavioral interventions reduce food waste in traditional markets?
- What role do vendors, consumers, and community organizations play in driving change?
- How can interventions be adapted to different local contexts?
Methods
The study used a phased, participatory approach including organizational screening, qualitative interviews, and capacity-building workshops. Grassroots organizations in Kenya and Nigeria were selected and engaged in co-design processes using tools such as journey mapping, barrier identification, and persona development to develop context-specific interventions.
THEMATIC AREAS
Key Findings
- Cosmetic rejection of produce significantly contributes to food waste.
- Training and co-designed behavioral tools improve vendor and consumer practices.
- Building trust and capacity within communities supports sustained behavior change.
- Context matters: consumer-focused nudges were more effective in Kenya, while system-level solutions were emphasized in Nigeria.
- Long-term impact requires combining behavioral tools with structural improvements and local ownership.
Implications for Policy or Development
- Donors should support flexible, long-term funding that enables experimentation and local ownership.
- Policymakers should combine infrastructure and regulation with behavioral insights.
- Market actors should be engaged as co-designers to improve adoption and effectiveness.
- Reducing food waste requires a system-wide approach that integrates behavioral change into existing structures.
- Ongoing learning, adaptation, and community engagement are essential for sustained impact.