http://www.a4nh.cgiar.org/

1. Fruit consumption on-farm
and in peri-urban markets;
Kenya and Peru
Stepha McMullin & Jason Donovan
6th June 2013, IFPRI, Washington D.C

2. ICRAF’s involvement in A4NH
Outcomes Outputs
1. 1 Data and evidence to measure food
consumption patterns, constraints to
access to nutritious foods, consumers'
knowledge, awareness and knowledge
gaps related to diverse diets and
nutritious foods etc
1.1.1 Data + evidence published on consumption
patterns, availability, access, use + processing of
nutritious foods; information on dynamics of food
purchases, own-production, sales of nutrient-rich foods,
market access and overall nutrient gaps
1.1.2 Database on nutritional value of lesser known and
local foods
1.1.3 Data + evidence published regarding poor
consumers' knowledge, awareness, knowledge gaps,
diverse diets and nutritious foods
1.1.4 Portfolio of information/education/communication
materials developed
1.3 Tools and technologies developed to
enhance nutrition along the value chain;
used by a variety of value-chain actors
1.3.1 Top performing technologies identified and tested to
enhance nutrition along the value chain

3. Nutrition-sensitive value chain: Fruits
Input Production
Postharvest
/Storage
Processing
/Export
Retail/
Market
Varieties with
highest
nutrient
content, e.g.
vitamin A
Early and late
maturing
varieties to
extend the
harvest period
 Portfolios of
diverse fruit
spp.  year-
round fruit
production
Picking fruits
at the right
ripening
stage with
the highest
nutrient
content
Cold storage
to maintain
nutrients
Improved
processing
techniques
to maintain
the nutrient
content
Better
packaging to
support
nutrient
retention
Enhanced
marketing
pathways to
get the
product to
consumers in
short time to
retain
nutrients
Awareness
creation
among
consumers
Consumer
Access
Domestic & Int
Optimal soil
fertility to
produce
nutrient-rich
fruits
Tree mgt &
cropping
systems

4. Fruits for Nutrition
Deficiency of Iron, Vit A, Vit C in SSA Fruits have
high nutritional value
Nutrient contents of selected Fruits:
Sources: Freedman (1998) Famine foods, http://www.hort.purdue.edu/newcrop/FamineFoods;Fruits
for the Future Series, ICUC, Fineli (http://www.fineli.fi/),etc.

5. Fruit harvest seasons

6. Fruit Availability in Malawi and Zambia
Planting
season
Harvest
season

7. Key Research Questions
• How do tree foods contribute to family nutrition, and does this change through
the seasons?
• How do they contribute to family income and how is this income spent?
• Do families with diverse fruit trees on their farm consume more fruits and are
better nourished than those with less fruit trees? Reasons?
• What is the nutrient content of products from underutilized tree species (less
known, less used)?
• How to develop fruit tree portfolios to fill nutrition gaps  location-specific 
recommendations for optimal combinations and numbers of fruit/nut species?
• What fruit are available at which time and at what price at the markets? Are there
gaps in fruit supply and if yes, why?
• How can nutrition sensitive fruit value chains be developed and/or promoted for
better nutrition and economic returns? (CRP2 , SD2)
• What are the cultural, socio-economic and environmental factors influencing the
cultivation of food trees and consumption of their products?
• How can technical agroforestry knowledge be disseminated with nutritional
information?

8. ICRAF Seed
Grant Project
Kenya
In collaboration
with Bioversity
International Kenya

9. Undernourishment
Undernourishment in East Africa
Country Ethiopia Kenya Uganda Tanzania Reg
Average
Undernourished
population
41 31 21 34 25
Underweight
under 5
29 16 16 16 20
Stunting under 5 44 35 38 42 40
Data Source: various, Country DHS reports 2006-2011, Sanderson and Auricht 2012 AIFSC

10. Low F&V Consumption
Fruit & Vegetable Consumption
Country % Of Households
consuming
Quantity Kg/pp/py % of food budget % of total budget
Kenya
Vegetable
Fruit
Variance
89
46
43
88
26
62
8
3
6
6
1
4
EA Average
Vegetable
Fruit
Variance
94
46
48
48
15
34
8
6
7
6
2
5
Country level data available for Ethiopia (1997), Malawi (1997), Tanzania (2000), Kenya (1997)
Source: Collated from Ruel, M.T, Minot,N and L.Smith. Patterns and determinants of fruit and vegetable consumption in sub-Saharan Africa.
Background paper for the Joint FAO/WHO Workshop on Fruit and Vegetables for Health, 1-3 September 2004, Kobe Japan
Fruit & Vegetable Consumption (Yearly/kg & Daily/gram)
Country Fruit (kg/pp/py) Grams p/day Veg (kg/pp/py) Grams p/day
Kenya 26 71 88 241
Regional Avg. 15 40 50 136

11. Factors that constrain fruit
consumption & production
•Lack of awareness of nutrition benefits
•Loss of traditional nutrition systems based on local agro-biodiversity erosion of
PGR & related IK
•Degradation of natural vegetation for agri-intensification
•Low purchasing power and limited frequency of purchases
Consumption &
Use, local
knowledge
•Lack of well adapted fruit tree varieties
•Poor dissemination of quality planting material
•Lack of sufficient tree domestication techniques & its dissemination
•Low on-farm fruit tree productivity due to poor farming practices
•High seasonality of common fruits- periods of no availability Nutritional gaps
Production
•High seasonality of common fruits periods of no availability or gluts of fruits
causing wastage
•Lack of fruit processing facilities & technologies, perishability & high post-harvest loss
•Poorly organised fruit marketing pathways along VC
•Imperfect markets Informal/formal market pathways poorly analysed
Value Chains &
Markets

12. On-Farm fruit production, consumption and
marketing of fruits in Western Kenya
Household/
On-farm
Fruit Tree
Diversity
HH income
HH
Consumption
HH
expenditure
Nutrient intake-
whole diet
(calories, protein,
micro-nutrients)
HH Dietary
Diversity
Food
Purchases
Non-Food
Purchases
Sustainable
Diets
Better
Nutrition?
Markets?
Seasonality
Availability
Nutritional-
Gaps
More and more
diverse income?
More and more
diverse food ?
HH Decision-making? Women’s access to resources, role as producers, IG, care-givers,
guardians of HH N&H
Markets work
better?
Socio-cultural
determinants
Prices & Availability?
Consumer preference?
HH Income?
Cost to HH & feasibility of
Fruit production?

13. Study Objectives
1. Identify key trends in gender-disaggregated preferences, attitudes and decision-
making processes of rural households for fruit consumption, fruit production,
income generated from this activity and expenditure on food and non-food
purchases.
2. Document diversity and seasonal availability of fruit trees on farms, assess how
this contributes to household fruit consumption and income generation and
undertake food consumption surveys to identify nutritional gaps and the
contribution of fruits to the overall diet.
3. Characterize informal and formal fruit value chains and identify the constraints to
expanded supply and demand of nutrient-rich fresh fruits with the aim to develop
stronger market linkages from rural to urban locales.
4. Establish a network and partnerships for the design of interventions to address
bottlenecks in this area and to leverage fruit value chains for improved nutrition.
A4NH V.C Objectives 1 & 2

14. Activities
Activity Activity details Data Collection Centre
mainly
responsible
1 Perform baseline survey to identify trends in the patterns and determinants
of fruit consumption to inform wider data collection in Phase II
(Intervention); (Survey 1):
Consumption patterns
Nutritional gap analysis
Decision-making processes
Socio-economic, socio-cultural and environmental factors
Gender variances
24 Hr Recall
Food Frequency
Dietary Patterns ( PCA, DDS)
Bioversity
and ICRAF
2 Perform baseline survey to assess on-farm fruit tree diversity and fruit
production as well as to identify bottlenecks. And to assess formal and
informal tree fruit value chains, diversity and availability in markets; (Survey
2 + 3):
Production volumes and factors influencing volumes
Decision-making processes
Seasonality
Income generation
Market availability and farmer-market linkages
Market Scan
Household/ On-Farm survey
Market Surveys
ICRAF and
ROP
3 Analysis of data from surveys 1 and 2 to develop recommended
interventions to address the opportunities and bottlenecks for improving
fruit value chain: production, marketing and consumption of fruits year
round. Design nutrition-sensitive interventions for increasing consumption
Based on activity 1, 2&3 ICRAF and
Bioversity
4 Perform a workshop to strengthen collaboration between partners engaged
in Agriculture-Nutrition-Health in Kenya; disseminate findings and
brainstorm with partners about future entry points and interventions for
improving nutrition along fruit value chains through enhancing availability,
accessibility and use of tree fruits
Partner development ICRAF and
ROP

15. Study Area:
Western Kenya
Humid Upper Midlands
Semi-humid
Lower Midlands
Survey 1 and 2
• 3-4 AEZs (upper to lower
midlands, humid to semi-
humid climate)
2 transacts to cover (parallel):
• An altitude gradient
• A precipitation gradient
• Gradient proximity & distance
to forests
• 5 villages per transect (=10)
• 30 HH per village (=300)
• Market Survey (tbd)
FGD
1 FGD per village (=10) 5 Male + 5
Female
Partners: Bioversity Int & ROP

16. Schedule of Activities 2013/14
Activity June July Aug Sept Oct Nov Dec Jan
Methodology Design X
Survey Design and Field work
Preparation
X
Identify Key Partners X
Baseline survey 1 + FGD X X X
Baseline survey 2 + 3 X X X
Data entry and analysis X X X X
Workshop with key partners X
Report Compilation X X
Develop Phase II Intervention Project X X

17. ICRAF A4NH Regional Strategy
Workshops
WCA: 7th & 8th February
Sahel Node: 8th & 9th February
Southern Africa: 8th & 9th April
East Africa: 27th & 28th June
Latin America, South Asia, South East Asia to follow soon!
• Regional input and prioritization
• Interactive format  brainstorming
• Topics: Production, Value Addition, Markets-Consumption
• Priority Areas – Challenges – Opportunities – Entry Points
• Multi-stakeholder engagement: ICRAF scientists, Nutritionists, Universities,
Govt. level, Farmers, Extension agents, Private Sector, NGO’s
 Develop our global strategy for T4NH

18. A4NH seed-fund research
Leveraging tree-fruit value chains for
improved nutrition in peri-urban areas
What is the potential to improve
off-farm nutrition and
strengthen rural livelihoods?
Jason Donovan
ICRAF - Lima, Peru

19. VC development for tree fruits:
Challenges at both ends of the chain
Consumption: limited demand?
• Low F&V consumption: Ecuador: 87% men, 90% of women
below WHO recommended level of F&V consumption
• Growing consumption of oils, fats and butters (10% of
children <5 in Lima are overweight or obese)
• Abundance of high-fat, high-sugar beverages and snacks
marketed to lower-income households
• Time constraints: Increasing number of women in the labor
force, dependence on fast food (street vender, franchise)
Production: limited incentives for fruit production
• Smallholder production of a diverse range of exotic and
indigenous fruits, but limited market outlets
• High-risk market environment; market imperfections (work by
Gruère, Giuliani, and Smale 2006)

20. Producer vs. consumer approaches
to designing nutrition interventions
Producer focus
• Objective: improve nutritional outcomes of poor producers and
rural communities (overriding concern: chronic under-nutrition)
• Mechanisms: upgrading productive capacities of smallholders
(technical assistance for production and post-harvest
management, micro enterprise development)
• Limitations: don’t address overarching need to
increase/diversity income generation
Consumer focus
• Objective: improve dietary practices (balanced diets),
address the effects of under nutrition
• Mechanisms: education, feeding programs, social
marketing, public purchase programs
• Limitations: dependence of external funding, does not
address demand for and access to nutritious and quality
foods

21. Nutrition-oriented approach to
value chain development
Consumers
• Nutrient excesses/deficiencies
• Access to nutritious foods
• Demand: latent vs. expressed;
revealed vs. stated preferences
• Perception of quality and price for
healthy foods
Producers, processors, traders
• Business/livelihood strategies
(and related outputs)
• Flexibility and responsiveness for
improved nutritional outcomes
• Relations among actors, including
information flows, provision of
services, imposition of standards
• Access to services and inputs
Critical success factors (CSF)
for improved nutrition
outcomes through VCD
Capacity of private sector
actors and smallholders to
respond to CSF
Multi-level, multi-disciplinary
strategy for improved
nutrition performance of VCs

22. Nutrition-oriented approach
Improved access to services and inputs

23. Seed fund research in Peru
Objective
Characterize the potential of interventions in tree-fruit
value chains to impact nutritional outcomes of peri-urban
consumers
Specific objectives
1. Identify the actual and potential contribution of tree fruits
to healthy diets in peri-urban areas
2. Characterize key factors that influence the demand for
tree fruits in peri-urban areas (access, quality, cost)
3. Identify key actors in VCs for tree fruits (processors,
wholesalers, retailers), and their strategies regarding
nutrition and safety

24. Seed fund research in Peru
Research partner:
• Nutritional
Research Institute
(Lima, Peru)
Research location
• San Juan de
Lurigancho,
District of Lima
(pop: 1.1M)

25. Implementation plan (2013-14)
What? When?
Elaborate collaborative research plan
with IIN
June
Review existing information on
consumer diets
June-Aug
Design data collection tools for
households, businesses
Aug
Collect household level data (n=40) Sept-Dec
Collect data from businesses Sept-Dec
Analysis and report writing Jan

26. Conclusions
Implementation challenges
• Complexity: multi-actor, multi-product, multi-discipline --
need for critical feedback/reflection, iterative development of
conceptual framework
• Leaving comfort zone: intensive collaboration with IIN in all
aspects of consumer data collection and analysis
• Site selection (and potential trade-offs)
 Lima: greater potential for impact rural livelihoods, but nutrition generally
better in Lima than elsewhere
 Outside Lima: greater potential to address nutrition, but smaller markets,
with less economic activity (Huánuco as potential alterative)
Looking forward…
• Potential to contribute to the emerging debates on VCs and
nutrition through on-the-ground R&D
• Potential to contribute to debates on developing VCs that
link smallholders to growing urban markets