Got Millet? How Marketing Could Improve the Lives of African Farmers | Zoë Karl-Waithaka | TED

Summary

This talk explores how marketing can revolutionize the lives of African farmers by creating demand for their produce. It draws parallels with successful US campaigns, such as the 'got milk?' slogan and the Super Bowl avocado ads, to argue for targeted marketing and government support to boost consumption of African-grown foods. The speaker advocates for a shift towards promoting nutritious and sustainable foods, like millet, to improve farmer livelihoods, consumer health, and environmental sustainability.

Takeaways

• 🥑 Avocados have become a trendy and expensive food item in the US, largely due to successful marketing campaigns.
• 📈 The power of marketing can transform a product's image and demand, as seen with avocados shifting from 'alligator pears' to a superfood.
• 🌐 The development community should focus on both supply and demand when supporting farmers, with marketing playing a crucial role in creating demand.
• 💡 Marketing campaigns, when well-executed, can significantly boost farmers' incomes and improve their livelihoods.
• 🌱 In Africa, agriculture is a major part of the economy, and smallholder farmers often struggle due to limited market access and low demand for their products.
• 💼 The international development community has traditionally focused on the supply side, but there is a growing recognition of the need to also shape and grow markets.
• 🥛 Examples like the 'got milk?' campaign show how industry and government collaboration can create long-term consumer habits and stable markets for farmers.
• 🏫 School meal programs can be an effective way to introduce children to new foods, creating future consumers and stable demand.
• 🌎 Marketing can create demand beyond domestic borders, as seen with the success of Mexican avocado exports to the US.
• 🥬 The concept of 'superfoods' is largely a result of marketing, which can be leveraged to promote nutritious and sustainable food options.
• 🚨 A cautionary note that marketing should promote healthy and sustainable food choices to avoid over-promotion of unhealthy options.

Q & A

Why did avocados become popular in the United States?

Avocados became popular in the United States due to a successful marketing campaign in the 1990s funded by Californian avocado farmers. This campaign included NFL players sharing their favorite guacamole recipes during the Super Bowl, which helped avocados transition from relative obscurity to being one of the most consumed fruits.

What role did the development community play in the avocado marketing campaign?

The development community, including NGOs, philanthropists, and international development agencies, did not directly participate in the avocado marketing campaign. However, the speaker suggests that they can learn from this example to use marketing to positively impact society, the economy, and the environment in Africa.

How does the speaker propose to improve the livelihoods of African farmers?

The speaker suggests that the development community should increase funding for demand-side interventions, such as marketing campaigns, in addition to supply-side support like seeds and fertilizers. This would help African farmers to sell their products more effectively and increase their incomes.

What is the significance of agriculture in sub-Saharan Africa's economy?

Agriculture is a significant part of sub-Saharan Africa's economy, making up about 20 percent of the GDP and accounting for approximately 60 percent of employment. Many of the people involved in agriculture are smallholders living on less than two hectares of land.

Why are many African farmers still poor despite development efforts?

Many African farmers are still poor because development efforts have primarily focused on the supply side, such as providing seeds and fertilizers to increase productivity. However, there is a need for demand-side interventions to ensure there is a market for the goods they produce.

How does the 'got milk?' campaign exemplify the power of marketing?

The 'got milk?' campaign, funded by American dairy farmers, is an example of how marketing can create a whole category of consumers and ensure a constant market for farmers' products. It demonstrates the effectiveness of industry marketing and government support in promoting consumption.

What is the impact of the National School Milk Program on dairy consumption in the United States?

The National School Milk Program in the United States has contributed to one of the highest rates of dairy consumption in the world, with 653 pounds of dairy consumed per person per year. This program helps create a consistent demand for dairy products.

How does marketing create demand beyond borders?

Marketing can create demand beyond borders by promoting products like avocados from Mexico during events like the Super Bowl, which helps increase exports and provides farmers with a larger market for their goods.

What are the three key recommendations the speaker gives to improve the livelihoods of farmers?

The speaker recommends that the development community should increase funding for demand-side marketing, governments should use their budgets to ensure constant demand, and farmers should work together to support their common interests through joint marketing campaigns.

Why is it important to promote nutritious and environmentally sustainable foods?

Promoting nutritious and environmentally sustainable foods can lead to a triple play of benefits: increased farmer livelihoods, more nutritious foods for consumers, and more sustainable agriculture practices.

How does the speaker suggest Africa can do things differently and better in its development trajectory?

The speaker suggests that Africa can use marketing and a demand-led approach to boost economic growth, reduce diet-related diseases, and adapt to climate change challenges, potentially leading to better outcomes than other markets.