The Global Alliance for Improved Nutrition’s Marketplace for Nutritious Foods program sparks private sector production and marketing of nutritious foods for lower-income households in Sub-Saharan Africa. The purpose of GAIN’s program is to both develop a community of practice on transforming agriculture for nutrition and to fund impactful programs and provide technical assistance. This is a case study of a pioneer fish farm in Kenya. The business aims to market tilapia to lower-income consumers at a stable, lower cost. The study reviews consumer perceptions of affordability, availability, convenience, and desirability, and the findings offer insight into business at base of the pyramid markets. The methodology for consumer research surveys is particularly helpful to business wanting to know how to reach lower-income consumers.
