In partnership with GAIN and funded by USAID, we developed and implemented a behavioral change campaign named “Abinci Fes Fes” to promote safer food practices, empower consumers and vendors to demand and sell safer food in traditional markets across Kebbi and Sokoto states, Nigeria. We collaborated with vegetable, beef, and poultry vendors, as well as market associations in these states, providing training on proper food handling practices. Through market branding and consumer engagement activities, we empowered consumers and vendors to prioritize safe food choices. The initiative successfully promoted safe food practices among vendors and influenced consumer behavior towards making informed decisions when purchasing food, demanding for safer food. As a result, there was increased enterprise growth, job creation, and improved livelihoods across the targeted states.