Ezulwini — An estimated E12.2 million annual market for traditional African vegetables is being put to a commercial test as farmers begin supplying selected supermarkets under the Taiwan-supported Traditional African Vegetables Retail Market and Consumer Promotion initiative.
The programme, launched at Happy Valley Hotel in Ezulwini on Friday, is introducing professionally packaged amaranth, locally known as (imbuya), pumpkin leaves, (umbhidvo) (wetintsanga), and okra, (mandwandwe), to organised retail.
Ten retail outlets are participating in the initial rollout, including outlets operated by SPAR and Boxer, as well as Save More Mpaka and Thubelihle Store in Nhlangano.
The move gives farmers producing the three priority vegetables access to retail channels beyond the informal markets and individual buyers that have traditionally absorbed much of their produce.
Market assessments presented through the Traditional African Vegetables Retail Market initiative estimate annual demand for the three vegetables at more than E12.2 million.
Pumpkin leaves account for an estimated 254,160 kilograms of demand, valued at about E7.6 million a year. Amaranth represents approximately 133,200 kilograms, worth about E4 million, while estimated demand for okra stands at 18,960 kilograms, valued at about E570,000.
The latest initiative is being implemented under TAVI Phase II, which runs from 2025 to 2027 in Eswatini, Kenya and Tanzania.
The programme is being led by the World Vegetable Center with support from Taiwan and focuses on improving the production, consumption and marketing of traditional African vegetables.
For farmers, the retail rollout introduces requirements that differ from informal trading.
TAVI Project Manager Dr Yuan-Li Sophia Chan demonstrated how the vegetables would be presented in participating shops, with the retail campaign supported by food tastings, educational information and recipe materials.
The campaign is intended to introduce consumers to vegetables that have traditionally been consumed in households but have had limited presence in formal retail.
The World Vegetable Center has previously noted that some traditional African vegetables, including amaranth and okra, have faced negative perceptions in some communities despite their nutritional and cultural importance.
Speaking on behalf of Agriculture Minister Mandla Tshawuka, Nikiwe Dlamini said traditional vegetables such as imbuya and mandwandwe had potential to showcase Eswatini’s food heritage.
With an estimated E12.2 million annual market already identified, the focus now turns to converting that demand into regular transactions between farmers, retailers, restaurants and consumers.
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