In partnership with GAIN and HarvestPlus, funded by the Dutch Government, we created and implemented a demand generation campaign called “BETA” to promote the adoption, processing, and consumption of Vitamin A Cassava (VAC) and Vitamin A Maize (VAM) across Osun, Anambra, Cross River, Nasarawa, Kaduna, Niger, Oyo, and Imo states in Nigeria. We facilitated capacity building for SMEs, including aggregators, processors, and food vendors, focusing on processing, product development, product placement, packaging and marketing. Additionally, we conducted marketing campaigns in selected markets to raise consumer awareness and create demand for nutritious foods. As a result of these efforts, processors reported increased sales, and consumer awareness of nutrient-dense crops and foods significantly grew.