On July 12, 2010 in Dakar, USAID's Economic Growth Project (PCE) launched a behavior change campaign to increase consumption of locally grown cereals and increase demand for local agricultural products. Currently 70% of the food in Senegal is imported. The campaign, entitled "Cérégal", will work with schools, civil society, universities and the private sector to motivate buyers towards local consumption.
The social marketing campaign is realized in partnership with private and public actors and international organizations such as : La Maison du Consommer Sénégalais, Institut de Technologie Alimentaire ITA, La Coopérative Panale, le Programme Alimentaire Mondial WFP, l’Association Sénégalaise de Normalisation, la Vivrière, les Mamelles Jaboot, Enda Graf, Pinord, Oxfam, La Fédération Nationale des Boulangers du Sénégal.
Greeter welcomes participants to the launch of the Cérégal campaign at the Place de Souvenir
Men dressed as local crops stand outside the Place de Souvenir.
Human billboards greet guests of the launch with slogans from the campaign.
Promotional poster: "It's healthy, It's nutritous. Try it and you will see."
Promotional poster: "It is healthy and adored, do as we do."
Promotional poster: "We would like to grow up with this taste. And you?"
Local products: Syrups for juice, dried fruit, jam and cereals.
Local crops: Sorghum and millet.
Breads made with local products.
Jim Billings, Chief of Party for USAID/Economic Growth Project, gives his welcome speech.
Peter Trenchard, Director of Economic Growth for USAID, talks about the launch of the program.
Cérégal local cereals promotion activity in Gueule Tapée (Dakar neighbourhood) urban market.
Two women are happy to win wine baskets after proving their local cereals knowledge at Guele Tapée urban market.