Every morning at Harare’s Mbare Musika Market, traders set up their stalls for thousands of daily customers, displaying sacks of potatoes, crates of tomatoes, and bunches of leafy greens. Amidst the vibrant produce, piles of sweet potatoes sit in plain sight – their bright orange insides hiding a story most traders were unaware of. Until recently, they didn’t know these were vitamin A-rich orange sweet potatoes, crucial for combating hidden hunger. Unknowingly, they were selling nutrition, missing the opportunity to turn that value into a competitive market advantage.

That is changing, thanks to a targeted nutrition training held in June 2025 under the Expanding Nutrients in Food Systems project, implemented by HarvestPlus with support from the Government of Canada. The training empowered a select group of sweet potato traders with essential knowledge about biofortified crops, particularly vitamin A orange sweet potatoes, and how to effectively promote their health benefits.

“I used to think all sweet potatoes were the same,” said Shupikai Nyateka, one of the trained traders. “Now I know the orange ones help prevent night blindness and boost immunity. I will tell every customer that.” Traders like Nyateka have since embraced a new role—not just selling food, that promote health.

“We were not just taught nutrition,” added trader Tellmore Mananga. “We learned how to engage with customers, explain the benefits, and sell with confidence. Now, I proudly wear my apron and hat that say ‘Buy health, Buy nutrition, Buy vitamin A orange sweet potatoes’—because that’s what I strongly believe in.”

This transformation will not go unnoticed. Collins Nherera, the Mbare Musika Farmers Market Chairperson, says the training will bring new energy to the stalls. “Customers are going to ask more questions, and sales of the vitamin A orange sweet potatoes will go up. It’s a win for traders and for the farmers who supply them.”

HarvestPlus also provided marketing materials—hats, aprons, and danglers—to boost visibility and spark conversation. “The orange hats catch attention,” said Mananga. “When people ask about them, we get the chance to explain the benefits. It starts with a question and ends with a sale.”

What started as a simple training has sparked a movement. Traders at Mbare Musika are now selling with purpose, championing health, driving demand for nutritious crops, and supporting smallholder farmers along the way.

“I used to just sell for money,” said Tendai. “Now, I sell to improve people’s health.”