TED Talks Daily Got millet? How marketing could improve the lives of African farmers | Zoë Karl-Waithaka
Feb 4, 2022
Zoë Karl-Waithaka, an agricultural development expert, shares her insights on transforming the lives of African farmers through effective marketing strategies. She emphasizes the untapped potential of crops like millet, likening it to the successful campaigns of avocados in the U.S. The discussion highlights the need for reshaping perceptions around undervalued crops and how strategic marketing can open new economic avenues. Zoë advocates for collaboration among industry, governments, and NGOs to uplift local economies and promote sustainable agricultural practices.
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Avocado Transformation
- In the 1990s, a Super Bowl campaign featuring NFL players and their guacamole recipes transformed avocados.
- Avocados went from obscurity to a widely consumed fruit, demonstrating marketing's power.
Collective Dairy Marketing
- US dairy companies collectively promote milk consumption through campaigns like "Got Milk?".
- Combined with government subsidies in school lunch programs, this has led to high dairy consumption rates in the US.
Nyayo Milk Success
- Kenya's Nyayo Milk program, a national school milk program in the 1980s, boosted local milk consumption.
- Today, Kenya has East Africa's highest dairy consumption, showcasing successful local marketing.