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This GAIN-led initiative aims to increase vegetable consumption among urban and peri-urban populations in Kenya. Funded by the Dutch government, the project targets 1.1 million consumers across five counties (Nairobi, Kiambu, Machakos, Nakuru, and Mombasa).
Key findings:
Vegetable consumption in Kenya remains stagnant at 100-130g per person per day, far below the WHO recommendation of 400g.
Consumers prioritize freshness, proximity, and safety when purchasing vegetables.
The Food Fiti Zones (FFZ) initiative supports vendors (mama mbogas) and local retailers to ensure access to fresh, safe vegetables.
This initiative is structured around consumer demand creation, vendor engagement, and food safety improvements to promote healthier diets.