FoodFiti Below-the-Line Nutrition and Cooking Activation Campaign Opportunity (Kenya)

Deadline: 10-Jun-2026

The Global Alliance for Improved Nutrition (GAIN) is inviting applications from experienced service providers in Kenya to design and implement a large-scale community-based experiential campaign focused on improving vegetable consumption, nutrition awareness, and healthy cooking practices among low-income households.

The initiative provides funding of up to USD 200,000 inclusive of taxes and supports participatory cooking sessions, nutrition education, community engagement activities, behavioural change communication, and data-driven implementation systems across urban and peri-urban communities in Kenya.

What is the GAIN Community-Based Nutrition Campaign?

The Global Alliance for Improved Nutrition (GAIN) has launched a funding opportunity to support a community-based experiential campaign that promotes healthier eating habits and increased vegetable consumption among low-income households in Kenya.

The initiative focuses on behaviour change, nutrition awareness, practical cooking education, and consumer engagement through interactive community activities. The programme combines experiential learning, nutrition messaging, vendor engagement, and community participation to encourage long-term dietary improvement and healthier food choices.

The campaign is designed to improve both nutrition awareness and household-level cooking practices while strengthening demand for diverse vegetables in target communities.

Programme Objectives

The initiative aims to:

• Increase vegetable consumption among low-income households.
• Improve nutrition awareness and healthy dietary habits.
• Strengthen purchase intent for vegetables.
• Promote demand for a variety of vegetables.
• Improve cooking skills and food preparation practices.
• Encourage cost-effective and nutritious meal preparation.
• Support community-driven nutrition behaviour change.
• Improve long-term household nutrition outcomes.

Key Focus Areas

The programme supports several nutrition, cooking, and community engagement priorities.

Main focus areas include:

• Vegetable consumption promotion.
• Nutrition education and awareness.
• Behaviour change communication.
• Practical cooking demonstrations and training.
• Vegetable-based recipe promotion.
• Community engagement and experiential learning.
• Consumer awareness at vendor stalls.
• Household dietary improvement.
• Data-driven monitoring and evaluation systems.

These focus areas aim to strengthen sustainable nutrition behaviour change within communities.

Participatory Cooking Sessions

A major component of the initiative involves large-scale participatory cooking sessions conducted within target communities.

The cooking sessions will:

• Train participants on practical cooking methods.
• Improve understanding of nutrition and healthy eating.
• Demonstrate cost-effective flavour enhancement techniques.
• Promote vegetable-based recipes and meal preparation.
• Strengthen knowledge of nutritional value and food diversity.

The sessions are designed to be:

• Interactive.
• Community-driven.
• Practical and hands-on.
• Accessible to low-income households.

Participants will also receive:

• Recipe booklets and educational materials.

These materials are intended to reinforce learning and encourage continued healthy cooking practices at household level.

Nutrition Education and Recipe Promotion

The initiative includes collaboration with nutrition experts to strengthen educational content and community awareness.

Activities include:

• Nutrition education sessions.
• Promotion of balanced and healthy diets.
• Vegetable-based recipe demonstrations.
• Guidance on improving taste and nutritional value.
• Household-level dietary improvement messaging.

The programme aims to make healthy eating both practical and affordable for target communities.

Community Engagement at Vendor Stalls

The initiative also includes direct consumer engagement activities at vegetable vendor stalls.

Activities include:

• One-on-one awareness and education sessions.
• Consumer interaction and nutrition messaging.
• Promotion of diversified vegetable purchases.
• Behaviour change communication activities.
• Vendor-supported awareness reinforcement.

Brand representatives will work closely with vendors to:

• Improve message retention.
• Encourage regular vegetable purchases.
• Strengthen consumer trust and engagement.

This component helps reinforce nutrition messaging at the point of purchase.

Behaviour Change and Experiential Marketing

The campaign uses experiential and community-based engagement approaches to support long-term behaviour change.

Key strategies include:

• Interactive cooking experiences.
• Practical demonstrations.
• Community participation activities.
• Peer learning and engagement.
• Real-life dietary improvement examples.

The initiative focuses on creating sustainable behavioural shifts through repeated exposure and practical learning experiences.

Monitoring, Reporting, and Evaluation

The programme includes structured monitoring and evaluation systems to track implementation and behavioural outcomes.

Key components include:

• Digital data collection tools.
• Compliance monitoring systems.
• Behavioural and nutritional outcome tracking.
• Continuous feedback collection.
• Documentation and reporting systems.
• Post-implementation evaluation activities.

These systems help measure:

• Community participation levels.
• Changes in awareness and behaviour.
• Cooking and nutrition outcomes.
• Campaign effectiveness and impact.

The data-driven approach supports evidence-based learning and future programme improvement.

Coordination and Logistics Management

The selected service provider will also manage:

• Operational coordination.
• Field implementation logistics.
• Procurement activities.
• Community engagement planning.
• Risk mitigation systems.
• Regulatory and compliance requirements.

Strong implementation management capacity is essential for successful campaign delivery across multiple locations.

Funding Available

The total funding available for this initiative is:

• Up to USD 200,000 inclusive of all taxes.

The funding covers:

• Consultancy services.
• Campaign implementation activities.
• Cooking materials and supplies.
• Procurement of vegetables from local vendors.
• Operational and logistical costs.
• Monitoring and evaluation activities.
• Regulatory and compliance expenses.

The budget supports large-scale community activation and experiential engagement activities.

Who is Eligible?

Eligibility is open to experienced service providers operating in Kenya.

Applicants must demonstrate:

• Proven experience in community-based behaviour change campaigns.
• Capacity to implement experiential marketing programmes.
• Experience managing multi-county field activations.
• Expertise in nutrition, health, or food-related programmes.
• Experience engaging low-income households and communities.
• Strong operational and logistical implementation capacity.

Organisations with experience in urban and peri-urban community engagement are strongly encouraged to apply.

Target Communities

The programme specifically focuses on:

• Low-income households.
• Urban communities.
• Peri-urban populations.
• Community-based consumer groups.
• Local vegetable vendors and marketplaces.

The initiative prioritizes practical engagement approaches that are accessible and culturally relevant to target populations.

Why This Initiative Matters

The GAIN experiential nutrition campaign supports important public health and nutrition objectives in Kenya.

Key benefits include:

• Improving household nutrition and dietary diversity.
• Increasing vegetable consumption and healthy food choices.
• Strengthening practical cooking and nutrition skills.
• Supporting community-level behaviour change.
• Improving awareness of affordable healthy eating practices.
• Strengthening local food systems and vendor engagement.
• Supporting long-term health and wellbeing outcomes.

The initiative also contributes to nutrition education and sustainable community development.

Expected Outcomes

The programme is expected to achieve several nutrition and behavioural outcomes.

Expected results include:

• Increased demand for vegetables.
• Improved cooking practices and food preparation skills.
• Higher awareness of nutrition and healthy diets.
• Increased diversified vegetable purchases.
• Improved household-level dietary behaviours.
• Stronger community engagement in nutrition education.
• Improved consumer awareness and retention of key messages.

The initiative aims to create measurable and sustainable dietary improvements within target communities.

How Applications are Evaluated

Applications are likely to be assessed based on:

• Experience in experiential marketing and community engagement.
• Capacity to manage large-scale field activations.
• Technical understanding of nutrition and behaviour change.
• Strength of implementation and logistics plans.
• Monitoring and evaluation methodologies.
• Community outreach and engagement experience.
• Financial and operational capacity.

Strong applications should demonstrate practical implementation expertise and measurable behaviour change approaches.

Tips for Preparing a Strong Proposal

Applicants can improve their proposals by focusing on the following areas:

• Present clear community engagement methodologies.
• Demonstrate strong nutrition and behaviour change expertise.
• Include realistic implementation timelines and logistics plans.
• Show experience working with low-income communities.
• Include robust monitoring and evaluation systems.
• Demonstrate operational readiness for multi-county implementation.
• Present culturally relevant and practical engagement approaches.

Common Mistakes to Avoid

Applicants should avoid the following issues:

• Weak behaviour change methodologies.
• Limited community engagement strategies.
• Poor monitoring and reporting systems.
• Unrealistic implementation plans or budgets.
• Weak logistics and coordination planning.
• Insufficient experience in nutrition or experiential campaigns.

Frequently Asked Questions (FAQs)

What is the purpose of the GAIN nutrition campaign?

The initiative aims to improve vegetable consumption, nutrition awareness, and cooking practices among low-income households in Kenya.

How much funding is available?

The total funding available is capped at USD 200,000 inclusive of taxes.

What activities are included in the programme?

The initiative includes participatory cooking sessions, nutrition education, vendor engagement activities, behaviour change communication, and monitoring systems.

Who can apply for the opportunity?

Experienced service providers capable of implementing large-scale community-based behaviour change and experiential marketing campaigns in Kenya are eligible.

What communities are targeted?

The programme focuses on low-income households in urban and peri-urban communities in Kenya.

Will nutrition experts be involved?

Yes. Nutrition education and recipe promotion activities will be implemented in collaboration with nutritionists.

What type of monitoring is required?

The initiative requires digital monitoring systems, behavioural tracking, reporting, compliance monitoring, and post-implementation evaluations.

Conclusion

The GAIN Community-Based Experiential Nutrition Campaign provides significant funding opportunities for organisations capable of delivering impactful nutrition education and behaviour change programmes in Kenya. Through participatory cooking sessions, vendor engagement, practical nutrition training, and data-driven implementation systems, the initiative aims to strengthen healthy eating habits and increase vegetable consumption among low-income households.

The programme highlights the importance of community-driven engagement, practical learning experiences, and sustainable behaviour change in improving public nutrition outcomes. Experienced service providers with expertise in experiential marketing, nutrition education, and community outreach are encouraged to submit strong and innovative proposals for this opportunity.

For more information, visit GAIN.