Promoting acceptability and consumption of micronutrient-rich crop varieties among target populations is essential. Farmers must be encouraged to adopt these new crop varieties. This is a necessary step to get micronutrient-rich foods to malnourished populations.

Researchers are studying, and strengthening, extension systems and markets in order to ensure adoption of micronutrient-rich crops. Product development experts and behavioral change specialists work closely with governments, local organizations and communities to increase demand for these novel crops both by producers, and consumers.