By Chioma Obinna
In the lively Koumassi market of Abidjan, a key commercial center in Côte d’Ivoire, Madam Yonkaho Guinssalou skillfully arranges her merchandise while simultaneously navigating her smartphone.
Not long ago, she struggled to decipher even the simplest shopping list, and the idea of sending a text message was unimaginable.
“Customers used to hand me notes with items to buy, but I couldn’t read them,” she shared with a modest smile, pointing to a small chalkboard where she had recently inscribed her name and phone number.
“Today, I can read, write, and manage my business through my phone. I was once in darkness, but now I see clearly.”
Madam Yonkaho’s poignant statement-“I was once in darkness, now I see”-has become a beacon of hope for countless women traders across Côte d’Ivoire, whose lives are being transformed by a subtle yet powerful educational movement.
This change was sparked by a collaboration between UNESCO and Nestlé, designed to uplift women market vendors through practical and digital literacy training. Mrs. Patricia Ekaba, Nestlé’s Corporate Communications and Public Affairs Director for Central and West Africa, emphasized that this initiative embodies Nestlé’s commitment to Creating Shared Value, where business success is intertwined with community advancement.
“The true measure of impact comes from those who experience it firsthand,” Ekaba remarked during a press visit to UNESCO’s Abidjan office.
“Our global approach ensures that growth benefits individuals, families, communities, and the environment alike.”
Nestlé’s core focus areas-nutrition, youth empowerment, women’s independence, and environmental stewardship-are all integral to the UNESCO partnership.
“Our work with UNESCO centers on empowering women, while our engagement with farmers promotes sustainable agriculture, and our youth programs build essential skills. These efforts are interconnected,” Ekaba explained.
Learning Through Life’s Lens
Dr. Yves Sagou, UNESCO’s literacy project coordinator, describes the Nestlé women’s literacy program as a deeply impactful, hands-on initiative. “This isn’t merely about teaching reading; it’s education tailored for real life. We engage women who are already active market traders, meeting them in their daily environment.”
Sessions occur weekly, typically on Wednesdays, with ongoing support provided directly in the markets. Trainers utilize smartphones equipped with a specialized digital learning app featuring audio guides, letter-tracing activities, and symbolic imagery to bring literacy to life.
“We use ten everyday symbols to teach. For instance, a vertical line symbolizes a well-raised child, while a horizontal line represents a well-kept home. When women draw these, they’re not just forming letters-they’re embracing core values,” Sagou elaborated.
Through these engaging exercises, participants acquire skills in reading, writing, arithmetic, and mobile technology. Additionally, lessons cover hygiene, household budgeting, inventory management, and monitoring children’s education-what Sagou calls “holistic education for women.”
Many learners balance family responsibilities, business duties, and their studies simultaneously.
To ensure accessibility, UNESCO instructors bring education directly to the market stalls. “Some women cannot leave their businesses,” explained Dr. Moussa Doumbia, who recently led a training session.
“Our teachers meet them where they work, teaching with patience, humor, and genuine care.”
The program spans nine months-six months focused on foundational literacy and three months on “post-literacy” skills such as record-keeping, savings, and leadership development. “The hardest part is encouraging women to take that initial step. But once they begin, they’re eager to continue,” Sagou noted.
UNESCO’s Pride, Côte d’Ivoire’s Advancement
Mrs. Tené Haïdara, acting UNESCO Representative in Côte d’Ivoire, views the initiative as a landmark in the nation’s educational landscape.
“Prior to this collaboration, Côte d’Ivoire lacked a digital literacy program,” she stated. “Now, digital literacy is embedded in our national strategy and serves as a model we proudly showcase internationally.”
She added, “The success of this project highlights the power of public-private partnerships. It has introduced something truly innovative and positive.”
“This is more than literacy-it’s about restoring dignity and fostering inclusion.”
For women like Yonkaho and Fatoumata, who enrolled in 2022, literacy has unlocked more than just reading and writing-it has given them a voice, visibility, and self-worth.
“I used to struggle with counting money accurately. Now, we maintain our own records and no longer rely on others to know our profits,” they shared.
Their confidence reflects that of hundreds of women across markets in Yopougon, Koumassi, Bouaké, and soon Gagnoa and Yamoussoukro. “Our goal is to reach every woman who still feels excluded,” Ekaba affirmed. “When a woman learns, her family flourishes, and the entire community strengthens.”
Extending Impact Beyond Markets
Nestlé’s dedication extends well beyond literacy. Its comprehensive sustainability agenda includes nutrition research, youth employment initiatives, and climate-smart agricultural practices.
“The innovations you see in our research and training centers are directly linked to our work with women and farmers. It’s a unified mission-creating lasting opportunities,” Ekaba emphasized.
From foundational literacy to digital empowerment, from rural cocoa farms to urban marketplaces, the core message remains clear: true empowerment begins with education.