Nutritional

Enlightenment for
Economic
Development
Nutritional Services
and Products plc

NEED Brief Profile

3/29/2018
What we do

NEED nutritional services and products plc is an Addis Ababa based

consultancy, advertising and communication firm working with social
corporate model
Focuses on the creation of innovative and pioneering solutions for Economic
development through nutritional services and products
NEED’s products and services

In the provision of high quality nutritional services and products,

NEED has the following key portfolios

1. Nutrition counseling and healthy meal services

2. Advertizing and mass media communication through Radio
and TV program
3. ASBCC Strategy, material and tools development and training
4. Public health nutrition, food science and technology
consultancy
1. Nutritional counseling and healthy
meal services

In this program, NEED provides

A lifestyle approach based nutritional consultancy with
Ethiopian flavor diet for weight management, for improving
hypertension & diabetes and others (the first of its kind in
Ethiopia to use Ethiopian food
NEED is Working to brand the Ethiopian recipes
NEED envisages to promote Ethiopian healthy foods to the
international community and tourists
Cont’d

Target group of the counseling services: Clients of all ages requiring nutritional
counseling and meal services to correct problems caused by both under and
over nutrition
Customers: Currently, NEED has a capacity of consulting 30 clients/month.
However, we are building the capacity of the kitchen and training two additional
counselors for expansion purpose
Example of Ethiopian recipes branding: Azifa (a mix of boiled whole lentil mixed
with green paper, onion and mildly cooked vegetable oil) served with steamed
kale and soaked and boiled beans delivers a good mix of carbohydrate and
protein to be served for diabetic patient.
NEED is working to brand such kinds of mix of Ethiopian meals with a detailed
calculation of their macro and micronutrient mix based on individual needs of
specific health concern making it the first of its kind in Ethiopia.
2. Advertizing and Mass media
communication
NEED runs a radio program on Fana BC every Tuesday from 10:
45am to 12:00pm (for 1 hour and 15 minutes).
The show has been running for over 4 years and has a huge listener
base who also participate in the show through phone-ins, SMS and
social media. 
The show also ranks as one of the tops shows running under Fana BC
radio station.
NEED TV show
Lifestyle and Nutrition TV show on FANA TV station that runs for 30 minutes per week
It runs every Thursday evening stating from 8:45pm to 9:15pm
It has four segments
Lifestyle show: where it captures the lifestyle of people from different walks of life. The
expert will finally rate the quality of their lifestyle
Treatment Reality show: It shows the change in the lifestyle, weight and health status of
NEED’s clients that are enrolled in the counseling and meal service program
General tips/information: it delivers a nationally significant nutrition tips/information
Healthy meal cooking show: shows a healthy meal cooking for various health problems and
cases with Ethiopian flavor
Facebook and YouTube link of the TV show promos
https://www.facebook.com/neednutritional/videos/1581342525307047/
https://www.youtube.com/watch?v=7RBCFXARsq0&feature=share
Overview on the Fana BC
(the Media Company Broadcasting the Radio and TV Show)

Established in 1995 as a radio broadcasting services, FBC begin its mass media
coverage 22 years ago
It has built a loyal and nationwide audience reaching every corner of Ethiopia with a
listenership of over 20 million per show.
FBC expanding its reach, has now began a TV station where it is expected to
reach more than 20 million viewership in a short amount of time
it is the only media hub in Ethiopia where its radio station has a mass reach and
its TV station is equipped with one of the best technologies in Africa.
FBC through its app and web media reach is able to building viewership globally.
FBC Global Coverage (Same as EBS)
Nutrition Sensitive Agriculture TV segment

Adaptation of Shamba Shape-Up TV show to Ethiopian

Context
Farm make-over program - but with a twist! 
In each episode, the team visits smallholder farms and addresses
the biggest challenges faced by farmers.
Using information from Feed the Future and others, the show
presents the knowledge to farmers through broadcasted shows.
The shows can also be broadcasted in the villages with a Mobile
Projectors to farmers communities
Digital advertizing

Current Digital presence

Facebook: neednutritional
Website: www.neednutritional.com
Telegram: neednutritional
Google Ads:
Instagram :
Blogs:
Partnership with local digital media
Diretube
3. ASBCC Strategy, material and tools
development and training
Organization: Care Ethiopia (International NGO)
Project title: Radio Spot Development and Production on AMIYC Nutrition in Oromia and Afar
region
Deliverables: Conducted desk review, formative assessment and developed 36 spot messages
(12 for each of the three local language in the intervention Woredas; Amharic, Oromiffa and
Afarigna)
Organization: NZMP (Private Sector)
Project title: Affordable Nutrition
Deliverables: Provided nutrition related local context on a research to understand consumers
and their ecosystem that can lead to product, concept, packaging, distribution, pricing and
communication strategies including a higher social purpose.
Organization: First Lay Office (Government Office)
Project title: Training to communication professionals from private and government offices on
nutrition
Deliverables: Provided training on nutrition reporting on mass media
4. Public health nutrition, food science
and technology consultancy
NEED engages in consultancy services for businesses, GOs and NGOs in relation
to nutrition and health.
It specialize in developing SBCC strategy.
It also advices business to understand the current health and nutrition
landscape and position themselves in line with the government national agenda
during product development, piloting and commercialization.
Potential partnership
Government offices
Federal Ministry of Health
Non-Government offices
Ethiopian Public Health Institute Care Ethiopia
FMAHCA Alive and Thrive
FMoI/FBPIDI
Ethiopian Civil Societies Coalition
Private companies
Food and Nutrition Society of Ethiopia
Unliver
Harmony Hotel
Mindset
Mulul Dabo
NZMP
Fafa foods
Arki water
Dr. Selam
Hilian Enriched Foods
Organizational Structure
Community service

This model of social service is creation of linkage between the high end paying
consumers and the low end non-paying group.
The clients of our company, those who focus on managing their body weight,
besides improving their physical and health status, will also contribute for our
social services that tries to support underprivileged children and mothers with a
health and nutritious foods.
Thank You
SBCC strategy
Care Ethiopia
The Projector Concept …
The private sector support … SUN is not moving well
Set up a meeting with EPHI management team
Community radio …
Mapping out together …
Media partner for Sekota declaration …
Reach is an issue …
We can think about the Fana radio
Expansion … when will it try … for brining the engagement … they can use the TV as a platform
Lifestyle for a DA and HEW … Let us plan a documentary film
BCI strategy development …
Prepare a proposal for Sekota that will be used to request for a resource … messaging …
Health and Nutrition community radio … broadcasting aagency … backstopping …proposal with
a package of issues … How can we use the projector issue here …
Community services … how to use the high end to the low end …
Private sector contribution as a forum … we might need to show the people changing the …
Advocacy plan with the
Look at the plan of sekota and how can we integerate it together
Support … national, regional and woreda …
Billboard in the locality …
Third party involvement … with GTN, save or world vision …
SMS is an option …
Application software for the community …
National team and athletics …
Action Plan
Send the secota plan for detail
The proposal
Concept note for Secota declaration
Jointly we can thing about the feed the future …
Brining the private sector to mobilize resources … how can we do it …
Minute for the discussion
Event organize … champion and creation of one to one concept … and that platform
…
We can bring the issues feed the future and Secota …
Support … resource mobilization
SBCC strategy …