Foodborne diseases are public health threats, causing considerable morbidity and mortality and substantial socioeconomic impacts. To address a range of food safety challenges in Ethiopia and elsewhere in Africa, the International Livestock Research Institute (ILRI) in collaboration with national and international partners is implementing a food safety project named ‘Urban food markets in Africa – incentivizing food safety using a Pull-Push approach (Pull-Push project).’ This ‘Pull-Push’ project aims to improve food safety in urban informal markets in Burkina Faso and Ethiopia, specifically in vegetable and poultry value chains. In addition to building the capacity of market-level value chain actors and regulators in food safety, Pull-Push project is investigating if greater consumer-demand for safer food can be generated and, through that, drive improvements in the hygiene and safety of the foods being sold. The project aims to achieve this through a consumer communications campaign to increase consumers awareness of specific food safety risks. A communication plan has been developed based on findings of the project study in the project sites in Ethiopia– Harar and Dire Dawa – to guide the consumer communication campaign strategy. A consumer communication campaign implementation proposal has been developed based on the communication plan. A consultative workshop was organized on 27 January 2022 in Dire Dawa to validate the consumer communication campaign implementation proposal that has been developed by the implementing communication agency (Cactus). Read more>>