Science Forum 2013 (www.scienceforum13.org) Breakout Session 4: Value Chains Jason Donovan, ICRAF

1. Leveraging fruit value chains
for diet diversity in Peru
Jason Donovan
ICARF
Lima, Peru
CGIAR Science Forum 2013
Bonn, Germany
Sept 23-25, 2013

2. Malnutrition in Peru
• Important advances in reducing
rural malnutrition, although
problems remain…
• In addition, major problems with
overweight and obesity:
• Women: urban 57%, rural 48%
• Men: 40%
• Children: 25%
• Low diet diversity
• High density of fast food restaurants
• Growing awareness of problem:
Anti-Junk Food Law (2011)
El Comercio (Sept 19, 2013)

3. Lots of fruit, but few are eating it…
Agro-industrial production:
for export
Smallholder production:
for local consumption

4. Fruit marketing environment
• Luxury item: Urban poverty and
the relatively high costs for fruit
• Limited nutritional information
on native fruits
• Aggressive marketing of sugary
beverages and junk food
• High costs for bringing fruits to
market (direct and indirect)
• Informal wet markets cater to
the majority of consumers

5. Fruit marketing in Lima
1
2
3
4

6. Food environment
(corner stores, supermarkets,
markets, schools, restaurants,
government, NGOs)
Fruit consumption
(consumers, government, NGOs)
Fruit production, processing, and
intermediation
(smallholders, agro-industry,
government, traders, processors,
NGOs)
Secondary goal: increased incentives for fruit
production in AF, improved farmer wellbeing
Incentivefeedback:
newmarketopportunities,
lowercosts
Primary goal: more diversified diets through
increased fruit access and consumption

7. Where to start?
Lot of complexity, and limited experience (interest?)
Private sector partners?
NGO, government, and research partners?
Which consumers? Rich ones? Poor ones?
Which producers?
Where to start (sequencing)?
Success requires risk taking and long
term commitments - Are we ready?

8. Towards a strategy for promoting
diet diversity in Lima
Key questions Site: Canto Grande, Lima
What changes are required of
consumers, chain actors, service
providers, and of the food
environment?
What do these opportunities imply
for fruit growers and agroforestry in
general?
How can diet diversity in urban areas
be improved through fruit
consumption?

9. Towards a strategy
Data collection – Fruit consumption
Consumers
Preferences, attitudes
Fruits consumed (not consumed)
Expenditures on fruits
Fruit preparation
Knowledge on nutrition and safety
Access points (where and when)
Government
Regulations
Strategies
Capacities
NGOs + industry groups
Strategies
Capacities
Evidence of impacts

10. Towards a strategy
Data collection – Food environment
Corner stores
Relevance of fruit sales
Investments fruit sales
Strategies, interests
Chain relations
Schools/restaurants
Use of fruits
Sourcing
Chain relations
Strategies, interests
Market sellers
Sourcing
Selling practices
Chain relations
Strategies, interests
NGOs + industry groups
Services offered
Capacities
Government
Regulations
Capacities

11. Towards a strategy
Data collection – Chain actors
Smallholders
Practices
Access to inputs
Capacities/strategies
Supply constraints
Traders
Practices
Capacities/strategies
Supply constraints
Agro-industry
Sourcing
Selling practices
Chain relations
Marketing strategies
Bottlenecks
NGOs
Services offered
Capacities
Government
Regulations
Capacities

12. Concluding thoughts
Promoting diet diversity in Latin America has not
been a priority for governments, NGOs, or the CG
A focus on fruit consumption is critical for
addressing diet and health problems in urban areas
VC approach is important, but has limitations where
demand is weak and risks are high:
consumers (culture, preferences)
food environment
role of governments, NGOs
Ultimate goal: win-win outcomes for consumers and
producers – possible?
Lessons from Peru have important implications for
future middle income countries