Ethiopia: We Like Likie!
Empowering women changes the world, even one community at a time. In Ethiopia, the 2SCALE project is working with
skilled women to sell nutritious food at accessible prices.
With partner firm GUTS Agro, 2SCALE devised a marketing plan – called the Likie model – to promote Supermoms, a
highly nutritious baby food, to low-income consumers. The Likie model targets entrepreneurial women, helping them
become micro-franchisees who engage potential customers and distribute the product.
Affectionately called “Likie Ladies,” these women work hard to promote their business – but also promote nutrition. One
group even performed guerilla marketing campaigns at schools, teaching the benefits of the product and the importance
of good nutrition.
One Likie Lady, Elsa Kebede, who has a nursing degree and runs her Likie business on the side, garnered sales exceeding
$1,000 less than two months after taking on the business opportunity.
Another Likie Lady sums it up well, “I am making more money than ever before, [and now] I can provide better for my
children.”
Read the full story at: http://bit.ly/LikieLadies.
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