The whole initiative is based on three very clear three pillars – behavior change program leading to nutritious cooking, support of stallholder farmers and improving livelihood of women by training them to sell their products and reinforce dietary changes.
According to Cathryn Sleight, Senior Vice President, Savoury, “Two billion people worldwide are suffering from micronutrient deficiencies, with women in central and west Africa being particularly exposed. Through Knorr’s new social mission and by championing nutritious cooking, we aim to increase the nutritional value of people’s diets, improve the livelihoods of women and farmers and unlock further growth opportunities for the brand.’’
Dominika Cabalska-Kaminska, Global Savoury Director Unilever Food Solutions, says “Knorr’s social mission has significant importance because of the impact it will have on the people lives. We could clearly see it in the Nigeria pilot launch.“
She adds that “this initiative has clear objective to improve the health and happiness of 1 billion people by unlocking more flavor and goodness form everyday food. Knorr brand will do this by making nutritious cooking desirable, easy to understand and afford.”
Dominika also explains that this is not the first initiative of Knorr brand to improve livelihoods and promote healthy eating. In the UK, UFS is offering school meal recipes providing all the nutrients for children. The UK programme also collects funds for meals for children in schools in Indonesia via WFP.
At a high-level symposium in Nigeria attended by more than 100 representatives from authorities, NGOs, health professionals and the media, Knorr launched a holistic approach that will be piloted in Africa’s most populous country. The launch generated wide coverage, with positive mention in national newspapers and on TV stations.
“Two billion people worldwide are suffering from micronutrient deficiencies, with women in central and west Africa being particularly exposed,” explains Cathryn Sleight, Senior Vice President, Savoury. “Through Knorr’s new social mission and by championing nutritious cooking, we aim to increase the nutritional value of people’s diets, improve the livelihoods of women and farmers and unlock further growth opportunities for the brand,” she adds.
In Nigeria, almost one in two women of reproductive age and 72% of children under five suffer from anaemia – a condition which can result in tiredness, dizziness and lack of concentration. Some 50% of these cases are caused by a lack of iron in the body which is often diet-related. The brand’s approach is based on three distinct pillars:
‘Fork’ , where Knorr will champion nutritious cooking through a behaviour change programme and the introduction of iron-fortified cubes.
‘Farm’ where the brand will partner with the International Fund for Agricultural Development (IFAD) to work with smallholder farmers to improve farming practices and ensure that their cassava crops become part of a sustainable supply chain.
‘Fortune’ where Knorr aims to improve the livelihoods of local women by training them to become entrepreneurs and ambassadors for nutrition – an approach pioneered by Unilever’s Shakti programme in India. In Nigeria the programme is called ‘Gbemiga’ – meaning ‘lift me up’ – and Knorr is teaming up with partners that include the Global Alliance for Improved Nutrition, the Growing Business Foundation and the Society for Family Health.
GREEN FOOD STEPS PROGRAMME
Essential to the ‘Fork’ pillar is the ‘Green Food Steps’ programme, which will empower thousands of mothers and daughters across Nigeria to improve their nutrition, by making nutritious cooking affordable, simple and desirable.
Initially targeting 50,000 mothers and daughters, the goal of the programme will be to increase understanding of the importance of an iron-rich diet by encouraging participants to incorporate leafy green vegetables and crumbled Knorr’s iron-fortified stock cubes into popular dishes.
To provide an engaging role model, award-winning actress and singer Omotala Jalade Ekeinde and her teenage daughter are supporting the programme. And Nigerian celebrity singer Yemi Alade has recorded a ‘Green Good Steps’ song with its own dance steps to lend support and make these three simple steps in cooking – toss, stir and crumble – more memorable.