College of Agriculture, Food and Climate Science

Department of Food Science and Postharvest Technology

Course Title: Nutrition Sensitive Agriculture(NaRM442)

By: Eshetie Gelagay (MSc in Food Process Engineering)

Lecture V

By : Eshetie Gelagay, Department of FSPT, Injibara University

Saturday, April 5, 2025 1
 Chapter 5

) F O R NUTRI TIO N
M UNI CATI O N (SBCC
RAL CH ANG E COM
IO
SOCIAL BEHAV

By : Eshetie Gelagay,Department of FSPT, Injibara University

Saturday, April 5, 2025 2
 The Culture of Food Consumption in Ethiopia
 Ethiopian diets are predominantly cereal-based, which are often
low in micronutrients and lack dietary diversity.
 Animal products, though nutrient-dense, are less accessible due
to affordability and cultural practices.
 Cultural, religious, and traditional knowledge significantly
influence food and nutrition security by shaping diets, food
preferences, intra-household food distribution, child feeding
practices, and health-seeking behaviors.

By : Eshetie Gelagay,Department of FSPT, Injibara University

Saturday, April 5, 2025 3
 Table 5.1: Factors Affecting Eating Behavior

Community/
Individual Family/Group National
Institutional
Food preferences Cultural & social Rules, informal
Health care system
& enjoyment practices structures
Beliefs, attitudes, Social support & Food assistance
Child care organizations
values networks programs
Knowledge, skills,
Peer influence Workplaces, schools Food industry
empowerment
Food & agricultural
Neighborhoods, shops
systems
Community Policy & political
organizations structures
Media & cultural
Information available
norms of FSPT, Injibara University
By : Eshetie Gelagay,Department
Saturday, April 5, 2025 4
 Food Preferences and Nutrition
 Food preferences are influenced by socio-economic
status, culture, physiological needs, and exposure to
different foods.
 These preferences, especially among pregnant
women and children, can significantly impact
nutritional status.

By : Eshetie Gelagay,Department of FSPT, Injibara University

Saturday, April 5, 2025 5
 Food Taboos and Nutrition
Food taboos restrict the consumption of specific foods due to
social or religious customs. For example:
 In Ethiopia, foods like milk, cheese, and fatty meat are often
avoided by pregnant women due to fears of difficult delivery
or fetal discoloration.
 Such taboos can compromise the nutritional status of
vulnerable groups like pregnant women and children.

By : Eshetie Gelagay,Department of FSPT, Injibara University

Saturday, April 5, 2025 6
 Food Sharing Among Family Members
 Food sharing is a universal human trait but varies across cultures.
 In rural Ethiopia, food sharing is common during holidays and social
events.
 However, intra-household food distribution often favors men and guests,
leaving women and children with less nutritious portions.
 Nutrition extension interventions should promote equitable food sharing,
prioritizing vulnerable groups like pregnant women, lactating mothers, and
children.

By : Eshetie Gelagay,Department of FSPT, Injibara University

Saturday, April 5, 2025 7
Nutrition Education, Counseling, and Communication
Nutrition Education:
 Aims to facilitate voluntary adoption of healthy food choices and nutrition-related
behaviors.
 Delivered through multiple venues and activities at individual, community, and
policy levels.
Nutrition Counseling:
 A two-way interaction between a client and a trained counselor to interpret
nutrition assessments, identify needs, and set goals.
 Focuses on practical actions to address nutrition needs and the benefits of
behavior change.
Nutrition Communication:
 A two-way process to exchange knowledge, values, and practices on nutrition.
 Ensures active involvement in decision-making and provides access to nutrition-
related information and services. By : Eshetie Gelagay,Department of FSPT, Injibara University
Saturday, April 5, 2025 8
 5.4. Nutrition Social Behavioral Change Communication (NSBCC)
NSBCC combines interpersonal communication, social change, community
mobilization, mass media, and advocacy to promote high-impact nutrition
behaviors. It addresses the complexity of human behavior, which is influenced by
social norms, access to resources, self-efficacy, and structural constraints.
Why Behaviors Matter for Nutrition:
 Malnutrition is influenced by behaviors at individual, household, and
community levels.
 Behaviors of healthcare providers, farmers, policymakers, and others indirectly
impact nutrition outcomes.

By : Eshetie Gelagay,Department of FSPT, Injibara University

Saturday, April 5, 2025 9
 The Socio-Ecological Model:
 Views behavior as a product of individual, social, and environmental influences.
 Levels of influence include:
1. Self: Individuals most affected by the issue.
2. Interpersonal: Family, peers, and social networks.
3. Community: Organizations, workplaces, and schools.
4. Societal: Policies, economic conditions, and cultural norms.
Stages of Behavior Change:
1. Pre-contemplation: Build awareness through drama, radio, and counseling.
2. Contemplation: Encourage discussions on benefits using group talks and
counseling cards.
3. Intention: Help overcome obstacles through home visits and visuals.
4. Action: Reinforce benefits and provide support.
5. Maintenance: Sustain behavior change through praise and community
support.
By : Eshetie Gelagay,Department of FSPT, Injibara University
Saturday, April 5, 2025 10
 Tools for Nutritional Behavioral Change Communication
Behavior Change Communication (BCC):
 Uses interpersonal, group, and mass media channels to promote positive
nutrition behaviors.
 Involves audience segmentation, message pre-testing, and strategic
communication planning.
Social and Behavior Change Communication (SBCC):
 Focuses on creating an enabling environment for sustained behavior
change.
 Addresses harmful cultural practices, societal norms, and structural
inequalities.
Nutrition Behavior Change Communication (NBCC):
 Educates communities on nutrition-sensitive activities and multi-sectoral
collaborations. By : Eshetie Gelagay,Department of FSPT, Injibara University
Saturday, April 5, 2025 11
 Nutrition Extension Through SBCC/NBCC
Nutrition extension through SBCC improves household nutrition by:
 Influencing caregivers’ preferences for nutrient-rich foods.
 Promoting equitable intra-household food distribution.
 Encouraging positive child feeding, caregiving, and hygiene
practices.
Agriculture & Nutrition SBCC:
 Promotes high-impact agricultural and nutrition practices.
 Shifts social attitudes and norms to create enabling environments
for behavior change.

By : Eshetie Gelagay,Department of FSPT, Injibara University

Saturday, April 5, 2025 12