Ideas worth spreading

Got millet? How marketing could improve the lives of African farmers

1,819,777 views |

Zoë Karl-Waithaka |

TED@BCG

• September 2021

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.

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.

About the speaker

Zoë Karl-Waithaka

Zoë Karl-Waithaka

Development visionary

See speaker profile

Zoë Karl-Waithaka is a partner at BCG in Nairobi.

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