Abstract:
ABSTRACT
Fruits and vegetables are an important source of food for a large number of Kenyans and
comprise every household diet. They play an important role in nutritional balance, as they
are rich in vitamins and other nutrients that are vital in controlling diseases. However,
despite high rates of population growth, coupled with still higher rates of urbanization
which have caused large increases in local demand for fruits and vegetables in urban
centers, little empirical evidence exists concerning urban consumption of fresh fruits and
vegetables. Moreover, information that links the consumption to trade issues is generally
lacking.
This study looks at the urban consumption patterns of fresh fruits and vegetables and the
major supply chain systems used in the distribution of fresh produce. The study integrates
issues of supply chain organization and performance into the analysis of consumer
demand for fresh produce. In particular, the study looks at how system organization and
performance affects the ability of the system to satisfy consumer demand for fresh
produce. The study pursues four main objectives, namely, to estimate the household
consumption of fruits and vegetables per adult equivalent; to examine the shopping
patterns of fresh produce consumers as compared to other food purchases; to examine the
various supply chain systems for fresh produce;
This study is based in Nairobi. Data for the study was obtained from an urban survey
conducted by Tegemeo in 2003, involving 524 consumers using the CBS clusters
throughout Nairobi conducted in November, 2003. This has been augmented by
interviews with 143 wholesale and retail traders involved in urban fresh produce trade. A
further survey of the major wholesale markets between December 2004 and March 2005
was carried out to determine the commodity flows and the infrastructure in place in these
markets.
The results show that fresh fruits and vegetables account for slightly over one-fourth of
the households’ total basic food expenditure, second only to staples which account for
slightly over a third of the expenditure, and that this share is steady across all income
groups. The study reveals that, while there are households consuming fresh produce at
levels below WHO/FAO recommended levels across all income groups, the poorest
people in urban areas also tend to be the lowest consumers of fruit and vegetables. Also,
as income increases, the level of fruit and vegetable consumption increases and
approaches the WHO/FAO standards. The study further shows that fresh produce
consumption is influenced by education level, age and the gender of household head. The
fresh produce consumers tend to be highly specialized in terms of their shopping patterns
as compared to other food groups, often dominating the open air markets and kiosks. The
study shows the importance of improving the traditional markets as a way of improving
the marketing and hence consumption of fresh produce in urban centers and draws policy
implications for government and investment priorities.
