Creating demand for improved diets

About NOW

NOW seeks to put the power of demand creation behind improving quality diets in developing countries, especially amongst low income consumers. Because good quality diet is central to tackling all forms of malnutrition.

Our mission is to increase testing and at scale use of demand creation strategies, be a platform for best practice and to generate sustainable funding streams for demand creation.

NOW has been devised by the Global Alliance for Improved Nutrition (GAIN) in partnership with Ananda Partners, The Busara Centre for Behavioral Economics, Quantum Consumer Solutions, Sight & Life and System 1 Agency.


NOW Amsterdam was the first event from the NOW network of partners. During the 2-day workshop, we explored the many aspects of demand creation through the lens of best practice examples from both the nutrition sector and beyond. Drawing insights from this work, the participants worked together to develop solutions to real-life problems and tackle some of the critical challenges faced in demand creation at scale.



Prof. V. Kasturi Rangan, Moderator

Professor of Business Administration, Co-Chairman Social Enterprise Initiative, Harvard Business School

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Siddarth Kanoria, Moderator

Partner, Quantum Consumer Solutions


Clive Allison

Global Director, Innovation & New Business Solutions, Unilever


Daniel Amanquah

Food Scientist, Sight & Life


Ashish Kumar Deo

Senior Advisor, Commercial Solutions, Global Alliance for Improved Nutrition (GAIN)


Syed Gousal Alam (Shaon)

Managing Partner & Country Head, Grey Bangladesh


Dr. Lawrence Haddad

Executive Director, Global Alliance for Improved Nutrition (GAIN)


James Manley

Associate Professor of Economics, Towson University

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Saul Morris

Director of Programme Services, Global Alliance for Improved Nutrition (GAIN)

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Sarah Parkinson

Program Manager Adolescent Nutrition & Demand Creation (Consultant), Global Alliance for Improved Nutrition (GAIN)

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Barry M. Popkin

W. R. Kenan, Jr. Distinguished Professor, Gillings School of Global Public Health, University of North Carolina at Chapel Hill


Raghwesh Ranjan

Director – Social and Economic Empowerment IPE Global Limited, India

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Ramakrishna D

CEO, Cartwheel Creative Consultancy


Justin Stokes

Director, Ananda Partners


Richard Warburton

Creative Director, MTV Staying Alive Foundation