The CARL Group was founded in 2014 by four young Rwandan entrepreneurs who were interested in combating malnutrition through the production and consumption of orange-fleshed sweet potato (OFSP) bread (VITA bread) and biscuits in Rwanda. The group’s main goals are:
- to reduce malnutrition in women, children and other vulnerable groups by promoting the consumption of Orange Fleshed Sweet Potato (OFSP)
- support farmer livelihoods through the production of OFSP based food items.
SMART Challenge
The CARL group is interested in diversifying its product offering and distribution strategy to better serve rural populations and other vulnerable groups. The company is looking to introduce/ offer new products (40gm buns and 1000 gm sandwich loaf) along with the current existing 600gms. Likewise, the group is looking to grow sales to school feeding programs and other small retail outlets. According to the founders, the targeted new markets would not only allow them to better meet their first priority (serving vulnerable populations) but also offer slighter higher profit margins (compared to the current supermarket model which serves the urban population). To achieve this, the company needs assistance in:
- reviewing its current pricing and distribution strategy;
- developing a marketing plan that includes new branding and distribution strategies;
- designing and conducting a product testing experiment for a nutrient-rich prototype biscuit.
Required Team Skills
- Background in Applied Economics and Management, Marketing, Communications, Food Science, International Development, or Arts
- Strong Research, Data Analytical, Writing, And Communication Skills
- Strong time management abilities
- Team player –cultural humility, Resilient, Flexible
Fiel
dwork Dates: January 12 – 20, 2023
Field Location: Kigali, Rwanda
Faculty & Project Lead
- Fridah Mubichi-Kut | Professor of Practice, Applied Economics and Policy, Dyson School of Applied Economics & Management