The Applicability of Value Chain Approaches to Address Low Fruit and Vegetable Consumption in Fiji


Emily Morgan, Karen Lock, Alan Dangour




Low dietary intake of fruit and vegetables is a major risk factor for micronutrient deficiencies and diet-related non-communicable diseases and has been identified in Fiji.

Project details

Value chain analysis has been proposed to support the identification of supply-side solutions to suboptimal fruit and vegetable consumption and other challenging nutrition problems, however little evidence of its usefulness for this purpose exists.

This case study aims to (1) determine how the actors and activities in fruit and vegetable value chains serving the urban population in Fiji contribute to the availability, affordability, and acceptability of fruits and vegetables, and (2) assess the benefit of value chain analysis in identifying points in the chain where targeted interventions could lead to increased consumption of fruits and vegetables.

To meet these aims, this study uses a mixed-methods approach, which began with focus group research to establish the fruit and vegetable attributes acceptable to and valued by consumers, and then employed a series of workshops, interviews, and observations with value chain actors and stakeholders to map 3 exemplar chains and assess their ability to make acceptable, fresh products accessible to the urban population.  Results are not yet available.

Collaborators: National Food and Nutrition Centre (Fiji), the Department of Agriculture (Fiji), and the Pacific Research Centre for the Prevention of Obesity and Non-Communicable Diseases (C-POND, Fiji).