As mentioned before, malnutrition is one of the biggest problems addressed during this project. All citizens of Ghana who suffer from malnutrition can be helped by the supply of Mor Nutro Powder. Because this is a too large a scale for the three months internship, we will focus on students at private schools, care centres and nursing mothers In the area of Kumasi to be educated about the importance of a well balanced diet. This way, we hope to increase the awareness of the malnutrition problem and win the cooperation of schools and care centres to use the Mor Nutro Powder in served meals.
Another problem is poverty. A lot of people in Ghana suffer from poverty, mainly because of unemployment. By setting up a Moringa farm, a lot of jobs are created. We will have to search for a lot of farmers who are willing to grow Moringa trees and supply this to KITA. These farmers will have a certain income, just like the 180 women who are currently in training at KITA for becoming a part in the Moringa business.
This means there can be identified different customers: students of private schools, care centres and nursing mothers are clients for education and the Mor Nutro Powder. The farmers and 180 women in training are clients for a job and a certain income.
These customers can be identified as the base of the pyramid. The bottom of the pyramid is defined as following; there are 7 billion people in the world. Four billion people earn less than 1500 dollar a year.
The customers of this project can be considered as a part of the base of the pyramid (Prahalad & Hart, 1999).