Identifying Potential Markets for African Leafy Vegetables: Case Study of Farming Households in Limpopo Province, South Africa
S. Mahlangu, Abenet Belete, Jan Johannes Hlongwane, Usapfa Luvhengo, Ndumiso Mazibuko
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.