European Journal of Nutrition & Food Safety

Objectives: In 2008, the Global Alliance for Improved Nutrition (GAIN) initiated a project in Cote d'Ivoire with the aim to improve accessibility and affordability of fortified complementary foods for low-income consumers in collaboration with a local producer. The objectives of this paper were to examine the challenges and opportunities of this market-based approach, to analyze the evolution of the project and the key influencing factors for business success. This study will contribute to a stronger evidence base regarding market-based solutions for improved nutrition.

Methods: The Tuck School of Business and the Global Business School Network, with the support of GAIN, have undertaken an extensive analysis of the project. It was composed of an in-depth review of the original business plan and its underlying assumptions, as well as observational visits and semi-structured interviews.

Results: Several key factors impacted the roll-out of the business plan, the cost structure of the product, as well as coverage of the intended target group. Unforeseen challenges such as a civil war and economic crisis slowed down project implementation. Price fluctuations of raw materials and importation costs of equipment and premixes were underestimated. Requirements for nutritional formulation put product cost structure and affordability further under pressure.

Conclusions: Despite the many challenges, there is confidence that this market-based approach will contribute to improved accessibility and affordability of fortified complementary foods for Ivorian infants and children, as well as in other countries. More investment and innovation is required to create demand in compliance with international and national marketing guidelines.