Individual consultant to design a brand motivating increased intake of nutrient-dense foods

Location: Worldwide

Organization: The International Food Policy Research Institute (IFPRI)

Closing Date: Open until filled

Job Description

Background

The CGIAR Science Program on Better Diets and Nutrition was launched in January 2025. The Program aims to increase the consumption of sustainable, healthy diets by challenging conventional approaches. Rather than focusing primarily on production, technology, and efficiency, it positions consumers as the strategic entry point for systemic change. The Program adopts a food systems approach grounded in the High-Level Panel of Experts on Food Security and Nutrition (HLPE) framework and aims to address five key constraints shaping diet quality: accessibility, affordability, availability, desirability, and agency. It works across the entire food system—from consumers to producers—to generate evidence on system-wide solutions that address these constraints.

Through research, engagement, and capacity sharing, the research builds evidence for system-wide solutions that overcome these constraints to support governance and drive investments to attain sustainable healthy diets and curb the current unhealthy and harmful megatrends damaging the health of people and the planet. Within this Program, the Area of Work on End-to-End Solutions for Increasing Intake of Perishable, Nutrient-Rich Foods (AoW3) builds on the One CGIAR Research Initiative on Fruits and Vegetables for Sustainable Healthy Diets (FRESH). While FRESH focused on end-to-end solutions to increase the intake of fruits and vegetables (F&V), AoW3 expands this scope to include other nutrient-rich foods, specifically aquatic foods and terrestrial animal-source foods (ASF).

To date, different innovations have been tested both to support the supply and demand for fruit and vegetables in Tanzania (Arusha and Kilimanjaro). These interventions are complemented by policy engagement to promote an enabling environment for nutritious foods. There is a need to focus on markets and the food environment as a link between consumers and farmers; without safe, affordable, attractive fruit and vegetables, a significant increase in their desirability will be challenging. Similarly, traditional social and behaviour change communication (SBCC) is limited in how much behavioural change is possible, suggesting the need for more creative approaches that really motivate one to shift their dietary practices.

Activities

In support of AoW3’s demand and food environment work, the objectives of this consultancy are to:

Identify relevant food systems actors to engage in the development of a brand promoting healthy and safe nutrient-dense foods within BDN AoW3 in Tanzania.
Review of existing qualitative and quantitative data and discussions with team members to understand what is already known about dietary gaps and related drivers as well as other factors that could support brand development.
Develop the intervention (“brand”) and the communication strategy for it in alignment with BDN AoW3 demand and supply interventions and the ongoing E2E evaluation in these same communities.
Iteratively test and trial the intervention to ensure brand effectiveness once launched.
Develop a plan for scaling the intervention.

Location: all work will be done remotely, with travel to Tanzania as needed (up to two trips per year)

Level of effort: The level of effort for this activity is estimated at 90 days, to be confirmed.

Deliverables

Summary of food systems actors and existing data and knowledge that guides brand development
Draft communication strategy and other related materials for the brand
Short report or slide deck summarizing results from tests and trials of brand components
Detailed plan for finalizing and scaling-up the brand

Required qualifications

PhD in nutrition, public health or other closely related field
Demonstrated experience as both a researcher and implementer on diets in Africa
Demonstrated expertise in development of a brand of increase consumption of nutrient-dense foods

Application

Please submit a letter of interest and your CV and your daily rate. All documents shall be uploaded as one pdf to the application section indicating CV or Resume.