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By
Agbugba, I. K.
Dept of Agricultural Economics
University of Nigeria, Nsukka
Contact: iykeagbugba1@yahoo.co.nz
Tel: 08036483852,
Okechukwu, F. O.
Dept of Home Science, Nutrition and Dietetics
University of Nigeria, Nsukka
Tel: 08069627637
and
Solomon, R. J.
Dept of Home Economics
School of Vocational Teacher Education
Federal College of Education
PMB 2041 Katsina
Tel: 08065519475
CITATION:
Agbugba, I. K., Okechukwu, F.O. and Solomon, R.J. (2011) Challenges and Strategies for improving
the Marketing of Indigenous Leaf Vegetables in Nigeria. Journal of Home Economics Association of
Nigeria (HERAN), Vol.15, pp11-20
2
Abstract
This paper highlights description of indigenous leafy vegetables; economic importance; components
of marketing of indigenous leafy vegetable; marketing channels for indigenous leafy vegetable;
challenges of marketing indigenous leafy vegetable; improving of indigenous leafy vegetable
marketing; conclusion and recommendations.
Keywords: indigenous, leafy, vegetables, marketing
INTRODUCTION
There is increasing awareness in recent years of the health promoting and protecting properties of non-
nutrient bioactive compounds found in indigenous leafy vegetables. This has resulted in increased
attention to leafy vegetables as vital components of daily diets (Smith and Eyzaguirre, 2007). For
populations in Nigeria and other sub-Saharan African (SSA) countries, this attention on leafy
vegetables as vital dietary components reinforces the significant roles that indigenous leafy vegetables
have as important components especially in their diets (Chweya and Eyzaguirre, 1999).
Indigenous Leafy Vegetables (ILVs) thus, have a pivotal role in the success within Nigeria, other sub-
Saharan African countries, and the World Health Organization’s (WHO) global initiative on increased
consumption of vegetables. The joint FAO/WHO 2003 Consultation on Diet, Nutrition and the
Prevention of Chronic Diseases recommended a minimum daily intake of 400g of fruits and
WHO in 2004 again drew attention to this recommendation through its Global Strategy on Diet,
Physical Activity and Health. At the joint Kobe workshop on vegetables and fruits for health, the
WHO and FAO developed a framework that proposes ways to promote increased production,
availability and access, and a greater consumption of vegetables, especially indigenous leafy
Indigenous leafy vegetables (ILVs) have long been regarded as minor crops and thus, have attracted
little marketing attention, in favor of major crops and cash crops. This paper therefore, itemizes
There are several varieties of these leafy vegetables either in the wild or under cultivation in the rural
areas. The word ‘indigenous’ has been used in generic form to accommodate those crop species,
though not native to the area, but have been produced over years for the enhancement of high value of
nutritious leafy vegetable. They have been part of the food systems in Nigeria and other SSA countries
for generations (Lyatuum, Msuta, Sakala, Marope, Safi, and Lebotse, 2009). ILVs are those that have their
natural habitat in Nigeria. There is now recognition that indigenous leafy vegetables are important
foods and their production, marketing and processing are significant contributors to income.
Marketing of ILVs has become increasingly an important source of income for most small scale
farmers in Nigeria (especially women), who cannot get employment in the formal sector. The Plant
Resources of Tropical Africa – PROTA, reported an estimated 6,376 useful indigenous African plants
of which 397 are vegetables. In the same volume, it is indicated that information is available on
cultivation practices for 280 indigenous African leafy vegetables (PROTA, 2004).
There has been a resurgence of interest in the ILVs during the past decade with several studies
reporting on their regional availability and use (Opabode and Adegbooye, 2005). The Spore in April
4th 2005 observed that African “leafy vegetables are everywhere and nowhere, in books and on the
internet there is a great deal of information on tropical green vegetables, but it is often scattered like
leaves in the wind” (Spore, 2005). Some popular specie examples of ILVs familiar to Nigeria and
other sub Saharan African countries include: “ugu” (Telfairia occidentalis), water leaf, bitter leaf,
Women are key players in the production, processing and marketing (mainly retailing) of indigenous
leafy vegetables. It was discovered from a study conducted in a West African city that in 14 satellite
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markets, about 1,000 women were engaged in selling indigenous leafy vegetables. For these women
and their families, the meagre revenues earned are of utmost importance. In time past, an average
Nigerian rural dweller depended on subsistence farming in which he cultivated ILV crops at least for
• Income Generation and Subsistence: Research surveys carried out by the Natural Institute in
Cameroon and Uganda provided evidence that vegetables offer a significant opportunity for the
poorest people to earn a living, as producers and/or traders, without requiring large capital
investments. They are important commodities for poor households, because their prices are
thereby creating employment opportunities (Juroszek, Lumpkin and Palada, 2003). They are
important source of employment for those outside the informal sector in peri-urban areas of
many African cities because of their generally short, labour-intensive production systems, low-
levels of purchased input use and high levels. The production of these vegetables is
increasingly targeted as a livelihood strategy as the level of urban unemployment rises (Smith
• Nutrition: Many vegetable crops particularly the indigenous leafy vegetables are mainly
consumed for their nutritional values without much consideration for their medicinal
importance (Ayodele, 2005). It is often said that the nutritional security of a country can be
achieved only when enough vegetables are consumed (Pasquini and Young, 2008). They
contribute to a more balanced diet for many people and a significant improvement in food
security for the community at large (Berinyuy, 1998). The high protein and vitamin content in
these vegetables can eliminate deficiencies amongst children, pregnant women and poor people
living in rural areas. ILVs can thus, replace meat in the diets of those who cannot afford to buy
meat as the vegetables are cheaper than meat. For instance, Amaranthus leaves are rich in
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calcium, iron and vitamins A, B and C. Spider plants leaves are mildly bitter taste and contain
5% protein, 6% carbohydrates and are high in vitamins A and C, calcium, phosphorus and iron.
Cowpea leaves have high vitamin and protein contents, as well as fixing nitrogen in Soil.
Nightshade leaves provides good levels of protein, iron, vitamin A, iodine, zinc, and selenium.
Sweet potato leaves are rich in protein (Smith and Eyzaguirre, 2007).
• Health: Medicine constitutes one of the many resources of the forest on which the health of the
average African population depended since the time of creation. Herbs have usually served as
the repository of healing materials and have been acknowledged to be generally safe without or
with minimum side effects. Quite a large number of indigenous leafy vegetables have long
been known and reported to have health protecting properties and importance (Okeno, Chebet
and Mathenge, 2003). Several of these indigenous leafy vegetables are used for prophylactic and
promoting and protecting attributes of ILVs is clearly linked to their nutritional and non-
nutrient bioactive properties (Mulokozi, Hedren and Svanberg, 2004). Due to the medicinal
value, people suffering from diseases such as high blood pressure, HIV/AIDS, cancer,
hypertension have been advised to consume indigenous leafy vegetables (Lyatuum et al, 2009).
• Ceremonial Role: In the humid lowland areas of Nigeria and in hot dry regions of West
Africa, as well as other parts of the continent, exotic vegetables cannot grow well. Wide
varieties of ILVs are grown in these areas. African indigenous leafy vegetables remain popular
in rural areas, where they are often considered to be more tasty and nutritious than exotic
vegetables. They often play a ceremonial role and are essential ingredients in traditional dishes
(Schippers, 2000).
Marketing is defined as all processes involved from the production of a commodity until it gets to the
final consumer. These processes ensure that the right product (form utility) is available at the right
6
place (place utility), at the right price (possession utility) and at the right time (time utility) to fully
satisfy the consumer (Okoh, Ugwumba and Elue, 2008). The relevance of indigenous leafy vegetable
marketing is to ensure the flow of the vegetable produce from the farmer or producer to the consumer
Indigenous leafy vegetables are usually more difficult to market than to produce. However, according
to Kumar (2009), when marketing indigenous leafy vegetables, the following issues are highlighted:
(i) There is good communication network between the producer and consumer or the farmer and buyer
(ii) An efficient indigenous leafy vegetable marketing system plays a dynamic role of stimulating
(iii) More importantly, there are, generally speaking, a substantial number of marketing participants in
(iv) Also, there seem to be integration existing in the vegetable market. This implies that there will be
competitive behaviour, as well as collusive behaviour amongst the participants in the vegetable
It has been discovered that the market potential of indigenous leafy vegetables is very large and has
not been exploited. Current economic situation in Nigeria provides opportunities for an expansion of
ILVs marketing to enhance increased income of small scale farmers (Smith and Eyzaguirre, 2007).
The marketing channel of indigenous leafy vegetable crops is an important part of its cost, and the
location and extent of production may shorten the path of distribution from producers to consumers
(Egbuna, 2009). Efficiency in the marketing of vegetables is borne on the platter of an efficient market
information provision. In the marketing of vegetable, farmers as well as marketers determine the flow
of information from the farm to the market place. A study conducted by Agbugba (2003) on
7
indigenous leafy vegetable production and marketing in a South Eastern town of Nigeria indicated the
The farmer can use either of the following channels of marketing to sell their indigenous leafy
vegetables (ILVs) namely:
• They sell directly to consumers-at farm gate or at market place;
• They sell to a wholesaler through a broker;
• They sell directly to a restaurant/hotel/supermarkets;
• They sell to an exporting company;
• They sell to the retailer directly.
By understanding the above marketing channels, a farmer is able to increase efficiency in business
hence raise the total generated income and improve the competence thereby, increase the market share.
There are two main types of markets where ILVs could be marketed, formal and informal. Formal
markets are a specialized form of market such as supermarkets, wholesale markets, free markets and
retail shops. Informal market include door to door and road side markets (Germain, 2008).
In the developing ILVs world, small-scale farmers produce most of the indigenous leafy vegetable
supply to the market, but production periods are relatively short and productivity per unit area is low.
Low income farmers face difficulties to be self-dependent on supply of indigenous leafy vegetables to
Although favourable geography and climate in Nigeria, partner countries have played a major role in
the expansion of Indigenous leafy vegetables (ILVs) production; market, policy, and institutional
conditions are critical in realizing such growth. According to Lyatuum, et al (2009) indigenous leafy
* Lack of reliable market information to both farmers and market advisory service providers.
* Lack of mechanism to set price. ILVs are sold by farmers mostly on the basis of “cost of living”
rather than considering the cost of production, supply and demand conditions.
* High perishability of ILVs poses major challenges in distribution and marketing. ILVs are mainly
* Poor roads, which are inaccessible during the rain seasons hinders timely transportation of ILVs to
the market.
* Low level of ILVs productivity is partly due to inadequate investment in business and insufficient
* Inadequate market linkages and market extension support to foster multiplicity of technology
transfer systems.
* Inadequate network as most of the resource poor farmers are not adequately covered.
* Technical capacity within the extension system, capacity building for farmers as well as Research-
* Financial sustainability as well as high interests charged by financial institutions when farmers take
loans/credits.
* Lastly, poor handling (sorting, grading and packaging) at the farm gate or village level, as a result
of which some vegetables are lost before reaching the market poses another threat.
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A study conducted by Okunlola (2009) in a south western state of Nigeria showed that Fadama farms
which cultivate mostly leafy vegetables discovered that the marketers sell their products at the farm,
the village market or the urban market as the case may be. They experienced the following constraints
in the marketing of their products viz: lack of standard measure/pricing, lack of market, problem or
inadequate storage and high transportation costs. It was discovered that Fadama products were of high
demand because the crops produced during the off season (dry season), when leafy vegetable supply
vegetable. Nwachukwu and Onyenweaku (2005) noted that economic efficiency depends on the
market forces which in turn are influenced by the sectoral and marketing polices of a country like
Nigeria. The marketing of indigenous leafy vegetable is complex due to its perishable and seasonal
nature as well as its bulkiness. Indigenous leafy vegetable marketing is a very vital component of the
vegetable industry and there is therefore, a need to move from the passive marketing of indigenous
leafy vegetables to produce in bulk and of variable specification to active marketing of products grown
to specified requirements of variety, size, colour, flavour, moisture content, packaging and seasonality
(Spore, 1993).
Value Addition: The marketing process of indigenous leafy vegetables has great potential for value
addition to give a boost to food industry, create employment opportunities and better returns to the
farmers. When values are added to vegetables, they are washed and packaged in plantain or banana
leaves to make it marketable (Sethi, Sethi, Deka and Meena, 2005; Arene and Mbata, 2008). Produce
storage, quality control, processing, drying and packaging are all involved in value addition in the
process of marketing of indigenous leafy vegetables. These particular features take place during
marketing of vegetables and sometimes evolve rapidly determining its complexity (Gandhi and
Namboodiri, 2007).
10
Development of Indigenous Leafy Vegetable Marketing System: Due to the important role
indigenous leafy vegetables play in the human diet, economy and environment, there is universal
recognition to develop the marketing system in Nigeria. The marketing of indigenous leafy vegetables
is gradually developing as many youths develop interest and become marketers, helping the process of
distribution. This will ensure efficient supply of these vegetables from the producers to where they are
Vegetable Marketing Channel Adjustment: The marketing channel of vegetables is an important part
of its cost, and the location, as well as the extent of production may shorten the path of distribution
Conclusion
Marketing of indigenous leafy vegetables begins in the farm when the vegetable farmer plans his
production to meet up the specific demands and market prospects. The products, when harvested
cannot usually go directly to the consumer. Firstly, it is likely to be located some distances from the
place of consumption. Thus, transport is required to bring the product to the right place. Secondly,
vegetable production is generally seasonal, while their consumption is regular and continuous
throughout the year. Thus, storage is requiring adjusting supply and demand. Thirdly, vegetables when
variously cleaned must be presented to the consumer in convenient quantities and qualities for sale.
The vegetable farmer finally expects payment to be made for all the various stages of production until
Recommendation
Policy: Policy makers should support the promotion effort to create awareness in terms of education,
training, nutrition information, curriculum, certification of seed particular for ILVs, and support
infrastructures in terms of irrigation system, rain water harvest, roads. Programs should be put in place
to show the usefulness of ILVs in the mitigation of HIVAIDS. Policy should direct the financial
institutions in such a way that apart from the business they should focus also on helping farmers.
11
Market Players: There is a need of market research on internal weaknesses and strengths and look for
Support Services: There is need for support services in terms of seeds supply, training, input supply,
area of preservation, improved recipes and market information, as well as for promotion of ILVs.
Research and Extension: Researchers should continue with research in terms of collection and
documentation of the ILVs and seed improvement. Extension should be strengthened with emphasis
on linkage with research. Dissemination and sharing of available information through demonstration
plots, agriculture shows, networking between institution, radio and magazine is essential.
Farmers: Farmers need information in order to make informed decision before investment to prevent
unforeseen losses and disturbances from the unstable market. Farmers Support Units provide an
opportunity for easy access and dissemination of information and knowledge to the relevant groups.
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