Market outlet choices for African Indigenous Vegetables (AIVs): a socio-economic analysis of farmers in Zambia

Agricultural research institutes in Sub-Sahara Africa have focused on establishing farmer groups that facilitate the commercial production and marketing of African Indigenous Vegetables (AIVs) to address food and nutritional security. With the freedom of selecting the choices of market outlets, we explored the factors such as farmers’ characteristics, farm attributes, selling preferences, social relations, and other primary reasons that influence farmers' decision to choose a particular outlet to sell AIVs. A purposive random survey was conducted among the AIV farmers to understand the preferred market outlets for AIVs in Zambia. The results of the multinomial logit model indicate that male respondents are more likely to choose intermediary options to sell AIVs, particularly brokers and wholesalers. The rainfed farmers and those who receive primary income from farming activities are less likely to choose retailers and wholesalers to market their AIVs. Similarly, those who expect instant payment for their produce indicate that they are less likely to prefer retailers and brokers. Farmers who belong to the farmer's group exhibited a positive coefficient, meaning that they are more likely to choose intermediary options to sell their AIVs compared with the farmer-to-consumer direct sales option. However, good price, a positive momentum of AIVs price in the past, and processing activities were found to be insignificant determinants for market outlet choices when compared with farmer-to-consumer direct outlet option. Our findings could help to better cognize AIVs marketing channels and develop the intervention for new farmers to make an informed decision as to how best to market their AIVs.