Following intensive promotional campaigns conducted by Farm Concern International (FCI) at project launch, group training forums and out-doors promotions; there has been tremendous increase in awareness of traditional vegetables as a commercial crop and a highly nutritious food for household consumption, hence impressive conversion of awareness to consumption.

Commercial Village members regularly consume AIVs with at least each household consuming them in one of their daily meals. Demand and consumption of IVs has also grown exponentially in the urban markets cutting across the various consumer segments. With increased consumption of IVs consumers are reported to have witnessed a lot of health benefits attributable to IVs which have higher nutrition benefits compared to exotic vegetables. The reported benefits include; improved eyesight, reduced blood pressure, and improved skin conditions especially among children (acne, ringworms and eczema).

Demand growth for indigenous vegetables has been enhanced through nutritional benefits-based marketing campaigns and promotions through multimedia promotions including over 100,000 print materials such as fliers, leaflets, posters and banners as well as through targeted electronic media such as radio and television stations. These promotional campaigns have led to demand rising from a mere 30 tonnes of IVs in Nairobi in 2003 to over 1000 tonnes per month in 2008. Communities’ incomes have been improved, children educated, poverty reduced and health improved thanks to FCI’s intervention and partners support such as Farm Africa-MATF and others that supported this noble course.

Source: FCI, data derived from USDA, Nutrients composition table, version 16, (FAO)