Project 216 staff travelled to Uganda and worked with Byeffe, a private business whose marketing strategy centers on collaborating with small farmholders to provide a source of nutrition for pregnant mothers and young children.

Byeffe purchases pumpkin produce from 38 different farmer groups at prices determined by the farmers' input costs. These commodities are then processed and packaged into flours, seeds, and dried leaves. Their main customers are health institutions, health food stores, schools, and the general public, who purchase their products from retail shops and supermarkets. Byeffe is selling domestically, but has an interest in expanding internationally.

The main objective of Project 216's assignment was to review the current marketing strategy for Byeffe food products aimed at increasing the market share for their niche products.

This assignment also included a review of their current business plan and recommendations towards its implementation, as well as creating indicators for performance monitoring.

Project 216 also conducted training with Byeffe’s marketing team in new product promotion and reviewed Byeffe’s business plan, giving recommendations for implementation, performance monitoring and evaluation.