November 08, 2024

Reaching the Base of Pyramid Consumers while Empowering Women as Last Mile Vendors

Fresh Produce

Kenya

To strengthen nutrition security in Kenya’s Isiolo, Marsabit, and Nanyuki counties, 2SCALE’s partner, Sweet 'n’ Dried, has joined forces with the Catholic Relief Services (CRS) Nawiri Project. Since October 2023, this collaboration has been working to ensure that affordable, nutrient-rich foods -such as Booster porridge flour- reach Base of the Pyramid (BoP) consumers, improving access to essential nutrition in underserved communities. The distribution of Cham Booster porridge flour began in 2021, initially reaching communities in Tharaka Nithi and neighboring Meru counties. At the heart of this initiative are Last Mile Vendors (LMVs) -mostly women- who serve as key distribution agents, ensuring these nutritious products reach underserved communities while simultaneously building sustainable livelihoods for themselves.

Supporting Nutrition Security Through Strategic Partnerships

Sweet 'n’ Dried Ltd, a woman-owned manufacturing enterprise based in Chuka Town, Kenya, has been producing high-quality porridge flours and other nutritious products for over a decade. Their Booster porridge flour is specifically designed to address acute malnutrition, particularly among children and vulnerable communities. However, ensuring these products reach BoP consumers in remote areas posed a challenge. Through the partnership with the CRS Nawiri Project, this challenge can now be addressed. CRS's mission to reduce malnutrition in Isiolo and Marsabit counties aligns perfectly with Sweet 'n’ Dried's goals, enabling the company to expand its reach.

Empowering Last Mile Vendors to Deliver Nutritious Foods

The partnership operates through two key pathways to bridge the gap between Sweet 'n’ Dried’s products and BoP consumers. In the first pathway, Sweet 'n’ Dried delivers Booster porridge flour to the Oldonyiro Traders Savings and Credit Cooperative Organization (SACCO), which in this case functions as the last mile distributor (LMD). The SACCO then distributes the products to Last Mile Vendors (LMVs), enabling them to reach remote communities with ease. In the second pathway, LMVs receive the products directly from Sweet 'n’ Dried, with transport facilitated by CRS. This support enables Sweet 'n’ Dried to deliver products to Isiolo and Nanyuki Counties more effectively.

A standout feature of this collaboration is the flexibility offered to the LMVs. They can access Booster porridge flour on credit and repay after sales, removing the financial barriers typically faced by small-scale vendors. This model allows them to stock nutritious food products without needing upfront capital, ensuring that their businesses grow while communities maintain continuous access to this healthy nutritious food.

Continuous Support and Education to Drive Demand

The LMVs receive comprehensive support from Sweet 'n' Dried in the form of training on business models, marketing strategies, and product knowledge, particularly the health benefits of Booster porridge flour. This equips them with the skills needed not only to market and distribute the Booster porridge flour but also to run their small businesses successfully.

Additionally, CRS and Sweet 'n’ Dried conduct continuous market activation activities and cooking demonstrations in Isiolo to raise awareness about Booster porridge flour, helping to drive demand while educating communities on its nutritional benefits and how to incorporate it into their diets.

In the month of October 2023, we received an order through Oldonyiro livestock Sacco of 2000kgs an equivalent of 5000 pieces of Cham booster porridge to be distributed to over 100 traders in Isiolo County and another order of 500 pieces from the women entrepreneurs in the various wards.

Says Mercy Mwende of Sweet 'n' Dried.

Since the partnership’s inception, over 250 Last Mile Vendors (LMVs) have been trained, and more than 7,300 packets of Booster porridge flour, primarily in 400 to 500-gram sizes, have been distributed, with demand steadily growing.

However, like any initiative, there have been challenges. Rising production costs have pushed the price of Booster porridge flour higher, creating concerns about affordability for low-income consumers. To address this, Sweet 'n’ Dried and CRS are exploring solutions, such as offering smaller, more affordable packaging options. Additionally, cultural perceptions surrounding porridge products, particularly among pastoralist communities, have presented hurdles. Sweet 'n’ Dried has been working to address these concerns through community sensitization and education on the nutritional value of their products.

Through our partnership, we are working to ensure that nutritious products like Booster porridge reach even the most remote communities. The engagement of Last Mile Vendors, especially women, has been critical in this process. However, to further scale these efforts, we need to strengthen distribution mechanisms and continue investing in relationships with local groups to ensure sustainable impact.

says Elijah Musembi Mutungi, CRS.

By leveraging local partnerships and innovative business models, Sweet 'n’ Dried, CRS, the Last Mile Vendors, and Last Mile Distributors are transforming nutrition security in Isiolo and Marsabit counties. This collaboration is a great example of how small-scale enterprises, supported by sustainable, community-focused interventions, can drive social and economic change. Together, they are ensuring that nutritious food reaches those who need it most, one porridge packet at a time.

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