NUA 45, a dry bean cultivar, builds a subtle brand in Zimbabwe against all odds

NUA 45, a dry bean cultivar, builds a subtle brand in Zimbabwe against all odds

Global business today is driven by brands, each with a unique story, but rarely of a product that is a public good. Building a brand requires careful planning, creativity, and an understanding of the target market. Borrowing from various brand concepts and frameworks, this paper explores how a gover...

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Bibliographic Details
Main Authors: Enock Kuziwa Maereka, Bruce Mutari, Fungai Kunaka, Eileen Nchanji, Shylet Tsekenedza, Rachel Muthoni-Andriatsitohaina, Denford Chimboza
Format: Article
Language:English
Published: Frontiers Media S.A. 2024-02-01
Series:Frontiers in Sustainable Food Systems
Subjects:
NUA 45
brand
biofortification
multi-stakeholder
innovation platform
awareness
Online Access:https://www.frontiersin.org/articles/10.3389/fsufs.2024.1260167/full

Internet

https://www.frontiersin.org/articles/10.3389/fsufs.2024.1260167/full

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