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OMDA – Exit

Egypt

Context

Social & business context
In Egypt, 60% of the population lives in poor rural areas where unemployment reaches up to 60% of the labor force. Child malnutrition in rural areas is a national problem because families lack knowledge and education about nutrition, hygiene and health.
Egypt has the lowest consumption of yogurt in the world. Setting up conventional distribution channels in the country is a challenge, so Danone Egypt wants to develop new distribution channels in rural areas.

Solution
With the support of the Danone Ecosystem Fund, Danone Egypt and Ashoka Arab World co-created the “OMDA Sahteen” project to support people in rural and peri-urban areas to set themselves up as micro-distributors and to educate communities on health and nutrition. Opportunities for entrepreneurship are available for local people to develop a micro-distribution network across rural Egypt. Micro-distributors have access to micro-credit to help them buy fridges and vehicles so they can maintain the cold chain. Jobs are also created for women as part of a network of health and nutrition ambassadors (“Sahteen”), who visit families to promote better understanding of nutrition and health issues. 

Social & business impacts
This project creates jobs in rural areas. Women are empowered as community agents working in the “Sahteen” network and through them, parents are receivingnutritional and health advice.
Danone Egypt is establishing new local distribution channels through entrepreneurs’ networks in rural areas and raising awareness on balanced nutrition.
The project contributes to improving nutrition in rural Egyptian areas. 

Action

With the support of the Danone Ecosystem Fund, Danone Egypt and Ashoka Arab World co-created the “OMDA Sahteen” project to support people in rural and peri-urban areas to set themselves up as micro-distributors and to educate communities on health and nutrition. Opportunities for entrepreneurship are available for local people to develop a micro-distribution network across rural Egypt. Micro-distributors have access to micro-credit to help them buy fridges and vehicles so they can maintain the cold chain. Jobs are also created for women as part of a network of health and nutrition ambassadors (“Sahteen”), who visit families to promote better understanding of nutrition and health issues. 

News

Social 
This project creates jobs in rural areas. Women are empowered as community agents working in the “Sahteen” network and through them, parents are receiving nutritional and health advice.

Business 
Danone Egypt is establishing new local distribution channels through entrepreneurs’ networks in rural areas and raising awareness on balanced nutrition.

General interest 
The project contributes to improving nutrition in rural Egyptian areas.