As an academic researcher, it can be frustrating to acknowledge that your passion and hard work is likely to never be shared outside of academic spaces, and therefore have no real impact on society. When it comes to public health, there is an urgent need to bridge the communication gap between research and the private sector, and translate our important findings into actionable statements that can direct the way forward, not just for companies engaging in CSR efforts, but as investment ventures that can potentially generate profit and create environmental sustainability.
Vegetable Consumption Decline: Public Health Impact
It should be common knowledge by now that a low intake of fruit and vegetables is linked to poor health and a higher risk of chronic diseases. In fact, their low consumption is among the top ten risk factors that contribute to death worldwide. In South Africa, researchers Cois et al. (2022) calculated the burden of disease related to a diet low in fruit and vegetables. They found that between 2000 and 2012, the average intake of fruits and vegetables fell by 7% and 25%, respectively, and was well below WHO recommendations for daily intake. According to their findings, this resulted in the estimated loss of 514,823 Disability-Adjusted Life Years (DALYs—years lost to ill-health, disability, or early death) and 26,423 fatalities. Cardiovascular diseases accounted for the highest share of this burden, with 83% of fatalities and 84% of DALYs. While these were just estimates, the research does draw attention to the growing decline in consumption and the direct link to poor health.
Benefits of Local/Indigenous Vegetables
Programmes such as food fortification and micronutrient supplementation can be useful interventions to improve health outcomes. However, research shows that dietary diversity practices present a more sustainable solution. Indigenous vegetables can play a key role in this approach. Many are highly nutritious, climate resilient, and form part of a traditional diet. In addition to being micronutrient-rich, some local vegetables also possess disease-fighting properties such as antioxidant and antimicrobial activity. Hence, their consumption can help prevent infections and eliminate micronutrient deficiencies, thus reducing the dependence on micronutrient supplementation and other short-term programmes. Another key advantage of local vegetables is that many are adapted to local environments and are in line with seasonal variations and climatic conditions. This ensures a more stable production, as many require little to no inputs such as fertilizers or pesticides. Although many people still rely on these foods in times of scarcity, they provide little economic incentive, and farmers are often reluctant to invest in their commercial cultivation.
Private Sector Role
Companies operating in the food sector should have a particular responsibility to contribute to improving public health. Hence, supporting initiatives that promote the consumption of local vegetables not only aligns with this responsibility but also presents a unique opportunity to expand their market share and strengthen their brand image. By endorsing and investing in these initiatives, companies can showcase their dedication to improving public health while simultaneously driving demand for any related products, such as those that can be used in vegetable preparation.
We now have the evidence to show that increased vegetable consumption will lead to a healthier population, which in turn reduces the burden of chronic diseases and associated healthcare costs. Therefore, private sector involvement has the potential to create a positive feedback loop, as healthier consumers are more likely to continue purchasing company products and advocating for their brand. The private sector can make a significant impact by investing in the promotion and distribution of local/indigenous vegetables. By partnering with researchers, and educating consumers, companies can contribute to improved health outcomes and support sustainable agriculture. Collaboration between researchers, industry, and even government can lead to new strategies and initiatives to promote indigenous vegetable consumption. These efforts can contribute to raising consumer awareness about the benefits of local vegetables, which can increase demand and support sustainable agriculture. This can apply to any company in the food sector that wants to build a sustainable business and pivot to an agile model focused on meeting consumer demands for healthier and more sustainable food choices.
Reference: Cois, A. et al. (2022). Estimating the burden of disease attributable to a diet low in fruit and vegetables in South Africa for 2000, 2006 and 2012. South African Medical Journal . doi:10.7196/samj.2022.v112i8b.16486.
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