- Aha! moment
How safe is the food you buy and sell?
Joseph Dalley, Behailu Getachew, Smret Hagos, Julia Hammann, Fadila Jumare, Wanjiku Kiarie, Nengapate Kuria, Mellan Lilumbi, Daniel Mellow, Anthony Mogaka, Prithika Mohan, Marilyn Moin, Mugambi Murithi, Wairimu Muthike, Digafe Tufa Maru & Aya Vang.
- January 20, 2025
- 12:14 pm

SECTOR
PROJECT TYPE
Location
BEHAVIORAL THEME
OVERVIEW
Food safety is a pressing concern in both Nigeria and Ethiopia with estimates suggesting that 60% to 80% of illnesses in Ethiopia are caused by pathogens spread via the food supply (Temesgen, 2015). Traditional markets – or “informal” food marketplaces – have become critical to food security, nutrition, and livelihoods for millions of Ethiopians. However, with a lack of regulations, compliance, and training for vendors, food safety practices are often limited in aforementioned markets. We used behavioral science to empower consumers to demand for and prioritise safe, nutritious foods in informal markets while enabling vendors to be receptive to the consumers’ demand for safe food.
THEMATIC AREAS
In the formative phase, we conducted behavior science literature review and an in-market targeted behavioral research in the form of qualitative interviews combining qualitative interview with quantitative insights. This was achieved through in-depth interviews and focus group discussions with vendors and consumers across both countries.