ciff.org

SUN Business Network Workshop: East & Southern Africa

10-12th June, Nairobi Safari Park Club, Kenya

‘How to engage business in SUN country National Nutrition Strategies’

Kelly AburiHead of Commercial Solutions, Nutrition kaburi@ciff.org  

CIFF - Who Are We?

The Children’s Investment Fund Foundation was established in January 2004 by Chris and Jamie Cooper-Hohn.

CIFF’s aim is to:

• Demonstrably improve the lives of children living in poverty in developing countries through strategies that have lasting impact.

• CIFF has developed a rigorous business-like approach to philanthropic funding, and the foundation has focused on clear returns for children from the outset.

• CIFF uses evidence based measurement to measure impact which has now been widely adopted by other development partners.

Our Approach

• The Children’s Investment Fund Foundation (CIFF) believe that tackling undernutrition is urgent, feasible and affordable.

• CIFF believes that providing the right nutrients and care at the right time in the first 1,000 days from conception and through the early years, unlocks the potential of every child.

• Investing in children’s nutrition has the power to trigger big social and economic changes.

• Children with well-developed brains and bodies have better life chances: they live longer and healthier lives, they do better in school, and they grow into healthy and productive adults.

Malnutrition - Invisible yet deadly

• According to The Global Nutrition Report, globally, 161 million chronically undernourished children are not getting the right nutrients and care at the right time.

• Undernutrition is the underlying cause of 43% of child deaths. Every year, that’s around 3.1 million deaths of children under the age of five. In the worst-affected countries, four in ten children are stunted.

• Their bodies and brains have not grown or developed properly. This long-neglected problem does not stop there. Undernourished girls grow into undernourished mothers who give birth to undernourished children. A vicious cycle holds back generation after generation.

CIFF with Partners Launched April 2015

The Power of Nutrition, a new independent fund launched in April will help millions of children reach their full potential.

• Backed by leading organisations from private philanthropy and international development.

• The partnership aims to unlock 1 billion dollars to tackle child undernutrition in some of the world’s poorest countries.

The Power of Nutrition will save lives and help millions of children escape from the effects of malnutrition. It will help countries build healthy and prosperous communities.

Nutritional Improvement Kenya Nutrition Security Policy

statement:

The Kenyan Government aims to achieve adequate nutrition for optimum health of all Kenyans.

By enhancing food access, supporting all Kenyans to adopt effective nutrition interventions, creating awareness to ensure all Kenyans have equitable access to nutritious diets and promoting healthy lifestyles throughout the life cycle.

Policy Issues

It is the policy of the government that all Kenyans, throughout their life-cycle enjoy at all times safe food in sufficient quantity and quality to satisfy their nutritional needs for optimal health.

The broad objectives of the Food and Nutritional Security Policy (FNSP) are: • To achieve good nutrition and optimum health of all

Kenyans• To increase the quantity and quality of food available,

accessible to all Kenyans at all times.• To protect vulnerable populations using innovative and

cost-effective safety nets linked to long term development.

SDG 3 - Ensure healthy lives and promote wellbeing for all at all agesSDG 2 - End hunger, achieve food security and improved nutrition and promote sustainable agriculture

Kenya’s Strategic objectivesNational Nutrition Action Plan 2012-2017

• To improve the nutritional status of women of reproductive age (15-49 years)

• To improve the nutritional status of children under 5 years of age

• To reduce the prevalence of micronutrient deficiencies in the population

• Creating early awareness through education of good nutrition

• To Mobilise sufficient resources to achieve the objectives of the National Food and Nutrition Security Policy.

CIFF Commercial Solutions -Nutrition

• CIFF will partner with businesses, food scientists and innovators to develop new nutrition solutions as well as innovative packaging solutions.

• Drive down the price and improve sustainability of known products and interventions for the treatment of malnutrition.

• This involves supporting bold ideas to seemingly intractable challenges for children. We know that the returns on smart investments in children’s early development are very high. So we aim to play a catalytic role as a funder and influencer to deliver urgent and lasting change at scale.

• Build data and knowledge to ensure that nutrition status indicators and interventions are measured in regular country-level surveys and that knowledge is documented and shared globally.

Africa on the rise

Our Potential!!!

According to the World Bank by 2009, Africa’s collective GDP of $1.6 trillion was roughly equal to Brazil’s or Russia’s.

The continent is among the fastest-expanding economic regions today. In fact, Africa and Asia (excluding Japan) were the only continents that grew during the recent global recession.

Urban Growth In the developing world, Africa has experienced the highest urban growth during the last two decades at 3.5% per year and this rate of growth is expected to hold into 2050. Projections also indicate that between 2010 and 2025, some African cities will account for up to 70% of the population – the emerging consumer society.

Africa on the rise

Food, Markets and Nutrition: Maximizing the Impacts of Private Sector Engagement through Commercial Solutions

Food as a commodity among the targeted population (C-D in the economic pyramid) in Africa:• Bought everyday consistently, the need for daily food is much

higher in this segment, but there is little available that is good quality and nutritionally adequate for this consumer.

• Focused donor programmes or refugee camps are where this kind of nutritional product is traditionally distributed.

.

‘There is an urgency to get a

product to market that can

be embedded socially in

consumer behaviour and this

product cannot come to

quickly’ -Dr.Ruth Onyango

Senior

Nutritionist Lower income groups

dominate the market

Coin in the pocket!!

The opportunity is clear, but how can we reach consumers at the lower end ?

We need Innovative ideas to Meet the consumer price point

‘Affordable without compromising quality’

Levers to Growth

Strategic Levers

What does Innovation at the lower end of the economic

pyramid look Like

Local EntrepreneursJoint ventures

Regional Expansion with Solid Branding Distribution

Appropriate price point

Innovation within the Emerging market needs

Reduce Entry BarriersPartnerships/Business/Social

So an integrated strategy—one that looks beyond the design of the product or service for the other 90% but also takes distribution, demand, development and dignity into account while touching the core values of this particular consumer—could be considered a framework for best practice.

What consumers at the lower end of the pyramid need are solutions that allow them to increase their incomes or raise the quality of life for themselves and their families. (Aspirational Consumer)

Every decision to spend money made by those who manage on uncertain incomes at the base of the pyramid can be said to be analogous to making a strategic investment decision. This needs to produce tangible value in their immediate future, in some way or the other.

Integration of Development and Investment

Priorities: health, Family

First model in the world that gets its right

Better Health

Affordable Nutritious Food for Women (ANF4W)

Improving the intake of micronutrients of women of reproductive age in Ghana.

Innovative Partnership’s

Affordable Nutritious Foods for Women (ANF4W)

Development partnership between the German Government

and two private partners

In Ghana, we will develop the first fortified food product/s targeted at women in the Emerging Markets!This market-based approach is positioned to break the

cycle of malnutrition already before conception.

Implemented by

Conceptual Framework

Acceptability Trial and Product Adjustment

Quality Seal

Waiver of Import Duty for Premix

Research & Study

Market Analysis & Business Plan Development

Food Prototype Development, incl. Premix

Ethnographic StudyValue Chain Assessment

Distribution Channel AnalysisScoping Analysis of local food

processors

Selection Criteria

Food Prototypes

Communication Landscape Analysis

Communication Strategy

Development

Non-BrandedCommunication

Campaign

Food Processors Selection

Branded Communication

Strategy

Product distribution

May 2017

Product Development Communication & Marketing Regulatory Environment

Design & Communication

Assistance for SME’s

ACCESSIBILITY- AVAILABILITY - AFFORDABILITY

Why?

Daily shopping in traditional outlets is the way people shop and where they get or want lower-priced products

Distribution is the name of the gameReaching traditional trade

Merchandising solutions

48 packs 6 packs

Communication,Communication, Communication

In-store communication

Printed ads Activities

Outdoor Campaigns

Thank you

Discussion