Got millet? How marketing could improve the lives of African farmers | Zoë Karl-Waithaka

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4 • 1.2K Ratings

🗓️ 4 April 2022

⏱️ 17 minutes

🔗️ Recording | iTunes | RSS

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Summary

From "got milk?" to "avocados from Mexico," marketing influences what you eat more than you may realize. But despite the known power of food marketing, farmers in Africa are more likely to receive funding for seed and fertilizer than they are for advertising geniuses. Agricultural development expert Zoë Karl-Waithaka outlines three ways industry, governments, NGOs and others can help African farmers improve their livelihoods -- and positively impact society, the economy and the environment.

Transcript

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0:00.0	Ted Audio Collective
0:07.0	What are some of the random foods that you never ate before, but somehow started eating
0:12.5	in the last 10 years?
0:15.1	For me, it's Brussels sprouts.
0:17.8	I never used to eat Brussels sprouts, and now I love them.
0:22.3	Crispy Brussels sprouts with a drizzle of balsamic sauce with lemon, and I know some of you
0:27.6	like them with bacon, no thank you, but I do like them with dried cherries.
0:33.0	I eat Brussels sprouts all the time, and one of the main reasons is that they're everywhere.
0:39.2	It's hard to find a happy hour or a brunch menu that doesn't have Brussels sprouts these
0:43.8	days, which is a big change from the reputation this vegetable had a decade ago.
0:49.6	So what changed?
0:51.8	How is it that some foods become mainstream while others don't?
0:58.7	I'm Madu Back in Ola, this is Ted Business.
1:02.6	Our speaker today is Zoe Carl Weitaka.
1:06.2	She's an agricultural development expert who advises companies throughout Africa on their
1:11.3	strategy and operations.
1:13.7	In this talk, she shares how the way we market food, making things like Brussels sprouts
1:18.6	attractive, may also positively impact the producers of these foods.
1:24.1	Then after the talk, all highlighted an example of how organizations can support farmers
1:28.8	in Africa and potentially other places in the world.
1:32.5	But first, a quick break.
1:39.2	Support for this podcast comes from BCG.
	...

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