CABI scientists have conducted research which reveals that concerns over pesticide residues on fruits and vegetables is the most frequently cited source of food safety fears amongst consumers in Bangladesh, Ghana, Kenya, Pakistan and Uganda.
The researchers, whose findings are published in Global Food Security, suggest consumers who expressed concerns with pesticides are more likely to demand fruits and vegetables (FV) from specialist shops and avoid such goods from ‘street hawkers.’

Pesticide risk concerns that can undermine consumer demand

The findings highlight the need to address pesticide risk concerns that can undermine consumer demand for nutritious foods such as fruits and vegetables which are a good source of carbohydrates, dietary fibre, vitamins and minerals.

Nevertheless, according to the World Health Organization (WHO), the consumption of fruits and vegetables in Africa is lower than the recommended daily guidelines. In sub-Saharan Africa, estimates of consumption range from 70-312g per person per day, far lower than the WHO recommendation of at least 400g per person per day.

Dr Justice Tambo, lead author of the study and Senior Socio-Economist at CABI, said, “Fruits and vegetables are critical components of nutritious and healthy diets, but there are growing concerns about food safety risks linked to their consumption.

“In this study, we explored consumers’ concerns about pesticide-related food safety risks and how they relate to the choice of FV outlets, using survey data from 8,644 consumers in Bangladesh, Ghana, Kenya, Pakistan and Uganda.

“Results showed that pesticides are the most cited source of food safety concerns, followed by microbial food poisoning and food additives.”

Concerns about pesticide residues could be due to several factors

The scientists suggest that the high concerns about pesticide residues could be due to several factors. These include the intensive use of synthetic pesticides and the low adoption of non-chemical pest management strategies (such as cultural, physical and biological control) among FV farmers in the study countries. The share of FV farmers who opts for chemical pest control range from 77% in Kenya to over 90% in Bangladesh, Ghana and Pakistan; and about half of these farmers reportedly spray pesticides weekly in their FV farms.

They also argue that consumer perception of pesticide risk relative to other food safety risks, as well as marketing and media campaigns are all significant factors. For example, the scientists found that, on average, only 56% of the respondents reported having received information on food safety.

This figure is even worse in Pakistan and Uganda, where less than half of the respondents have been exposed to food safety information from radio, television, internet, family and friends, and public health officials.

The percentages of respondents whose household members have reportedly experienced food poisoning symptoms (such as diarrhoea, vomiting, nausea, abdominal cramps and fever) after consuming fruits and vegetables vary from 23% in Kenya to 43% in Pakistan.

Food safety concerns are significant determinants of consumer choice

Dr Tambo added, “Given the less importance consumers in Africa give to safety and quality attributes when choosing fruits and vegetables retail outlets, it is not surprising that very few of them buy their fruits and vegetables from supermarkets, which are perceived to be associated with the sale of high-quality and safer food products.

“However, concerns about pesticide-related food safety concerns are significant determinants of consumer choice of specific fruits and vegetables outlets. For example, consumers who cited concerns with pesticides are 8-16 percentage points more likely to demand fruits and vegetables from specialist shops and 1-14 percent points more likely to avoid purchasing fruits and vegetables from street hawkers.”

Suggestions for promoting food safety

The scientists recognize the need to incentivize farmers to adopt sustainable pest control strategies, such as IPM, that can help reduce the reliance on synthetic pesticides and increase the supply of safer FV to various markets. Enforcement of pesticide safety regulations and monitoring is also important to promote food safety in the FV supply chain. There is also a need to sensitize consumers about food safety-related pesticide risks through public awareness campaigns, which may drive the demand for safer FV, and in turn nudge farmers and traders to supply them.

Dr Monica Kansiime, a co-author of the research from CABI’s regional centre for Africa in Nairobi, also said it is important to establish pesticide residue levels in various markets to confirm the risks and critical control points.

The CABI-led PlantwisePlus programme, through its Pesticide Risk Reduction pathway, is focused on raising awareness of, access to, and the use of affordable pest management solutions.

This includes campaigns such as the Ukulima True initiative in Kenya which is helping to reduce the risks to farmers, consumers and the environment from chemical pesticides.

The initiative – which is the first step in the implementation of a County Social Behaviour Change Strategy on Pesticide Risk Reduction validated in April 2023 – will help smallholder farmers increase their yields, profits and ensure greater local and national food security.