Zimbabwe faces a significant burden of micronutrient deficiencies, particularly iron deficiency. Approximately 72 percent of children aged 6–59 months and 61 percent of women of reproductive age are affected by iron deficiency. Recognizing the need for sustainable, food-based approaches, the Government of Zimbabwe adopted biofortification as one of its key strategies to improve nutritional outcomes.
As part of efforts to address these challenges, Zimbabwe’s Crop Breeding Institute (CBI) released its first iron-biofortified bean variety, NUA45, in 2010. This large, red-mottled bean differed from the cream-colored conventional sugar beans that dominated local markets. Initially, farmers were uncertain and consumers were hesitant. The variety entered a market with deeply entrenched consumer preferences and faced considerable resistance.
However, as a result of coordinated efforts by HarvestPlus and its partners, NUA45 became the most widely grown common bean variety in Zimbabwe, accounting for an estimated 41 percent of the country’s total common bean cultivation area by 2025. NUA45 evolved into a nationally recognized solution for improving food and nutrition security, strengthening livelihoods, and helping address hidden hunger.
Foundational partnership driving the impact
NUA45 was developed through collaboration between HarvestPlus, the International Center for Tropical Agriculture (CIAT), and CBI. The variety contained significantly higher iron content than conventional beans while also delivering traits that mattered to farmers and consumers alike: high yields, early maturity, drought tolerance, disease resistance, faster cooking times, and strong consumer appeal.
Beginning in 2015, HarvestPlus led extensive efforts to generate demand, strengthen supply systems, and coordinate stakeholders across the entire value chain. The work was conducted in collaboration with the Food and Agriculture Organization through the Livelihoods and Food Security Programme funded by the UK Foreign, Commonwealth & Development Office
Rather than focusing on one part of the system, HarvestPlus applied a market-led delivery approach that simultaneously stimulated supply and demand while creating sustainable market pathways. HarvestPlus worked with seed companies, government institutions, farmers, development partners, processors, traders, schools, and health and nutrition actors to establish a coordinated ecosystem around NUA45.
A strong value proposition, central to this success
Rather than promoting NUA45 solely as a nutritious bean, HarvestPlus and its partners emphasized a complete package of benefits that mattered to users: improved nutrition, competitive yields, early maturity, reduced cooking time, desirable taste, and attractive grain characteristics.
This messaging resonated because it aligned with both farmer priorities and consumer preferences.
As adoption increased, the variety’s distinctive red-mottled appearance became one of its strongest assets. Farmers and consumers increasingly recognized NUA45 by its unique appearance and began associating it with quality, reliability, and value.
The scale of change extended into Zimbabwe’s seed sector
HarvestPlus supported variety licensing, improved access to early-generation seed, strengthened seed production systems, and trained out-growers and seed producers. By supporting both private seed companies and community-based seed systems, HarvestPlus and its partners developed a dual delivery model that expanded growers’ access to quality seed.
The number of seed companies producing and marketing certified NUA45 increased from just one company in 2015 to ten companies by 2025. During the same period, NUA45 expanded from less than two percent of the certified bean seed market to an estimated 41 percent market share.
This created a sustainable pathway that extended beyond donor-supported activities. Commercial seed companies ensured broad market reach, while farmer-led seed enterprises and farmer-to-farmer exchange systems expanded access in remote communities that are often underserved by formal markets.
Demand creation was equally important
HarvestPlus and its partners implemented a multi-layered communication strategy that combined evidence led policy advocacy, community engagement, social marketing, demonstrations, and behavior change communication. The organization worked closely with government agencies and partners, including the Ministry of Health and Child Care, the Food and Nutrition Council, FAO, UNICEF, IFAD, and numerous nutrition-focused organizations, to mainstream NUA45 into national food systems and programs.
Demonstration plots, field days, cooking demonstrations, radio campaigns, and community outreach activities enabled farmers and consumers to directly experience the benefits of the variety. At the same time, HarvestPlus engaged grain traders, aggregators, processors, schools, and informal market actors, helping to create strong market demand.
According to Charles Dhewa, Founder and Chief Executive Officer of Knowledge Transfer Africa, the variety now accounts for an estimated 70 percent of the approximately 1,300 metric tons of beans sold each month at Mbare Market, Zimbabwe’s largest informal agricultural market.
The private sector played a pivotal role in scaling the variety
Nelson Munyaka, Managing Director of Zimbabwe Super Seeds, described how early investments and targeted support accelerated commercial growth:
“We pioneered the production of NUA45 with CBI and produced the first seven metric tons of certified seed for commercial marketing in 2014. The support we received from HarvestPlus in market development and technical promotion helped Zimbabwe Super Seeds increase production from seven metric tons to more than 100 metric tons within three years.”
Today, NUA45 accounts for nearly 80 percent of Zimbabwe Super Seeds’ bean portfolio and has become the company’s flagship product.
Government leadership created an enabling environment for scale
Zimbabwe integrated biofortification into major national policies and strategies, including food and nutrition security frameworks, agricultural development strategies, and national nutrition plans. This policy alignment enabled biofortified crops, such as NUA45, to be incorporated into public programs and investment platforms.
Reflecting on the factors behind NUA45’s success, Dr. Kutywayo, Chief Director of the Department of Research and Specialist Services in the Ministry of Agriculture, noted:
“NUA45 demonstrates how successful a variety can become when it is bred to meet the combined preferences of both farmers and consumers. Its strengths extend beyond yield to include shorter cooking time, desirable taste, grain size, and nutritional value, which together explain its widespread adoption and success.”
Replicable lessons for scaling agricultural innovations
The journey of NUA45 from zero to 41 percent market share demonstrates that scaling is not simply about introducing a new technology. Sustainable success comes from building interconnected systems that align research, seed systems, farmers, markets, policy, and communities around a compelling value proposition. When these elements work together, agricultural innovations can move beyond pilot initiatives to achieve broad adoption and lasting impact.
