Marketing Biofortified Pearl Millet: Scaling Strategies from Seed to Market

Pearl millet, a climate-resilient crop, is an integral part of the food system for 2 billion people who are living in semi-arid and dryland regions of Asia and Africa. This chapter explores leveraging the value of biofortified pearl millet as a multifunctional crop for food, feed, and fodder. It highlights the strategies to create demand across diverse markets and to position it as a cost-effective solution to malnutrition. Malnutrition remains one of the largest public health challenges in the twenty-first century, with more than 2 billion people suffering from the insidious effects in South Asia and Africa. The chapter looks at the various options available to promote biofortified seeds and further value chain development at various market segments. Due to the rising incomes in urban areas, expanding urban markets, and demand for health and nutritious food options. It examines the marketing strategies and tactics required to position biofortified pearl millet in different market segments, from commercial to institutions’ food programs, as cost-effective and effective solutions. It also examines the opportunities to leverage emerging market food trends and marketing tools to drive demand for biofortified crops. The chapter positions biofortified pearl millet as a nutritious food and its role in sustainable agriculture, public health, and climate resilience.