163
Uitzending Managers” [PUM] program
10
) was brought in to assist with one pilot.
Also, at this point, we use some of the tools and approaches mentioned above to
ensure that the product is appealing and aspirational to BoP consumers. Quite often,
several iterations of the product are done, based on tasting sessions that are held
with test panels of BoP consumers to better understand their appreciation of the
product. Eventually, the product is launched or introduced on the (local) BoP market.
GUTS Agro in Ethiopia is a good example of a pilot where a completely new
product was introduced (Box 6.3). In this example, the business champion was
already producing a blend of corn and soybean for the World Food Program and
other relief organizations. However, the company aspired to enter the BoP consumer
market directly. To do this, it had to develop the product completely from scratch,
based on the corn and soybean blend it was already producing in bulk. The market
insights gathered in Ethiopia were used to develop a porridge formula consisting of
corn and soybean and fortified with vitamins and minerals. This formula was developed in close collaboration with an expert from PUM. 2SCALE further supported
the business champion to develop a new product name, tagline, packaging, and pricing strategy, leading to the introduction of the new “Supermom” product for the
BoP market in Ethiopia.
10 https://www.pum.nl/ for further information.
Box 6.3 Business Champions – Snapshot: GUTS Agro, Ethiopia
GUTS Agro Industry is an ISO 222000-certified food-processing company in
Ethiopia, producing a range of goods from cereal to table salt and baby food.
2SCALE has supported Engidu Legesse, CEO of GUTS Agro, to develop a
micro-franchise distribution model called “Likie.”
The Likie model is designed to effectively reach low-income consumers
while maintaining the affordability of the product. The model uses female
micro-franchisees to distribute a low-cost, high-protein, corn-soybean blend
(continued)
6 Innovating at Marketing and Distributing Nutritious Foods at the Base…
Uitzending Managers” [PUM] program
10
) was brought in to assist with one pilot.
Also, at this point, we use some of the tools and approaches mentioned above to
ensure that the product is appealing and aspirational to BoP consumers. Quite often,
several iterations of the product are done, based on tasting sessions that are held
with test panels of BoP consumers to better understand their appreciation of the
product. Eventually, the product is launched or introduced on the (local) BoP market.
GUTS Agro in Ethiopia is a good example of a pilot where a completely new
product was introduced (Box 6.3). In this example, the business champion was
already producing a blend of corn and soybean for the World Food Program and
other relief organizations. However, the company aspired to enter the BoP consumer
market directly. To do this, it had to develop the product completely from scratch,
based on the corn and soybean blend it was already producing in bulk. The market
insights gathered in Ethiopia were used to develop a porridge formula consisting of
corn and soybean and fortified with vitamins and minerals. This formula was developed in close collaboration with an expert from PUM. 2SCALE further supported
the business champion to develop a new product name, tagline, packaging, and pricing strategy, leading to the introduction of the new “Supermom” product for the
BoP market in Ethiopia.
10 https://www.pum.nl/ for further information.
Box 6.3 Business Champions – Snapshot: GUTS Agro, Ethiopia
GUTS Agro Industry is an ISO 222000-certified food-processing company in
Ethiopia, producing a range of goods from cereal to table salt and baby food.
2SCALE has supported Engidu Legesse, CEO of GUTS Agro, to develop a
micro-franchise distribution model called “Likie.”
The Likie model is designed to effectively reach low-income consumers
while maintaining the affordability of the product. The model uses female
micro-franchisees to distribute a low-cost, high-protein, corn-soybean blend
(continued)
6 Innovating at Marketing and Distributing Nutritious Foods at the Base…