Priscilla Shinyi, a BETA processor at Agyaragu market in Nasarawa state, specializes in selling processed cassava (fufu) and offers Vitamin A cassava upon request. Initially facing low demand for Vitamin A cassava due to limited customer awareness about Vitamin A Cassava and its benefits, Priscilla’s fortunes changed dramatically following the implementation of the BETA campaign by Wandieville, as part of the Commercialization of Biofortified Crops (CBC) Project. Her weekly sales increased from just 2 bags to approximately 18-20 bags. According to Priscilla, “The advertising and awareness efforts at the market significantly educated people about the importance of Vitamin A cassava. Now, customers actively seek out my stand to purchase it. The demand has soared, and I’m struggling to keep up!”