Improving the safety of food in low- and middle-income countries (LMICs), and particularly in the traditional markets where most consumers shop, is essential for improving overall health and well-being. While consumer demand has been a major driver of safer food in high-income countries, there have been very few attempts to leverage this force for improved food safety in LMICs. The USAID-funded Feed the Future Initiative EatSafe: Evidence and Action Towards Safe, Nutritious Food (EatSafe) programme aims to fill this gap by generating knowledge on the potential for increased consumer demand for safe food to improve the safety of nutritious foods in traditional market settings. This working paper describes the process used by EatSafe in Nigeria to identify and design innovative interventions to do so.