Behavioral Economics and Global Nutrition: Promoting Fortified Rice

Abstract

According to the World Health Organization, undernutrition contributes to about one third of all child deaths, and maternal and child undernutrition account for more than 10% of the global burden of disease. About 20% of deaths among children under-five could be avoided if children would be exclusively breastfed for six months, and given appropriate complementary foods starting at six months, while still breastfed for up to two years (World Health Organization, 2015). To fight global malnutrition, PATH has amongst other things developed Ultra Rice. In this report, we discuss some behavioral challenges and opportunities PATH might face in promoting and selling Ultra Rice, and we suggest solutions. We make suggestions not only on PATH’s strategy in dealing with these challenges but also on the design of studies PATH could undertake to make sure the strategy works.