Case study on Unique Quality Product Enterprise (UQE). UQE's business model is based on a market-leading approach to promote the production and processing of the cereal grain fonio. Fonio was once a major food crop across West Africa and is known for is nutritional value, taste and adaptability to local climate and soil conditions. However, the introduction of rice and other cereal crops largely replaced fonio. UQE believes in fonio’s commercial potential and identified community members who were still growing the crop for local consumption. The enterprise engaged with local landholders and wider communities to gain access to infertile, unused land for women farmers. UQE promotes the expansion and harvesting of fonio crops using traditional methods.