Identifying Potential Markets for African Leafy Vegetables: Case Study of Farming Households in Limpopo Province, South Africa

Sandile Alexandra Mahlangu,Jan J Hlongwane,Ndumiso Mazibuko,Usapfa Luvhengo,Abenet Belete,Mehdi Rahimi

doi:10.1155/2020/8819295

Abstract

Indigenous crops, through their high nutritional value and hardy attributes, offer potential trade opportunities for rural farmers. There is a niche market that can be explored for these indigenous crops particularly with the growing demand for high nutritional value food in the country. These crops are mostly produced by rural households or gathered from the wild by rural farmers. Thus, the purpose of this study was to identify potential markets for African leafy vegetables (ALVs) by farmers in Limpopo Province. Sixty households producing ALVs were selected with the composition of 54 women and six men, with this selection done using a purposive sampling procedure. Of the total production, 50–60% of the produce was sold in the informal market. It was evident that local rural markets constituted a greater portion of the total market at 73% and 20% allocated to hawkers in town. As a result, urban and periurban consumers present potential buyers since these areas are populated with the middle-class population which is susceptible to changing consumption trends. Because of this potential, supermarkets and township hawkers are proposed as the potential channel for ALVs targeting the identified population. Thus, it is suggested that, in order to create a synergy between economic improvement of rural farmers and trending consumer demands, the Department of Agriculture in Limpopo Province creates a conducive environment through which ALV farmers can be connected with supermarkets and township marketers.

Highlights

Markets are important for economic growth and sustainable development of a given country, but emphasis has been placed on increasing agricultural production for rural development in policies of agrarian countries
In 2014, Senyolo found that an estimated 80% from a study population was prepared to pay a premium for African leafy vegetables (ALVs). ese findings bring to the fore the potential of enterprise diversification where local demand exists for specific products that do not compete with primary enterprises and in turn lead to profits
E study used cross-sectional data where primary data were collected through interviews using structured questionnaires. e selection of ALV farmers within the study area was done using the purposive sampling procedure. e list of indigenous leafy vegetables producers was obtained from Limpopo Department of Agriculture and Rural Development (LDARD). e study builds its analysis and conclusion on three crops, namely, amaranths, spider flower, and cowpea

Summary

Introduction

Markets are important for economic growth and sustainable development of a given country, but emphasis has been placed on increasing agricultural production for rural development in policies of agrarian countries. ALVs offer such potential and trade opportunities for farmers in rural areas. E opportunity is through the potential they possess to contribute to food security since a large percentage of the world’s population depends on limited staple crops for nutrition and these include maize, wheat, and rice [3]. Consumption of fruits and vegetables remains low globally [4, 5]. Is is in the mist of evidence that unhealthy diets, which involve a low intake of fruits and vegetables, are a major cause of diet related Consumption of fruits and vegetables remains low globally [4, 5]. is is in the mist of evidence that unhealthy diets, which involve a low intake of fruits and vegetables, are a major cause of diet related

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Conclusion