Food Safety, Traditional Markets, and Consumer Demand in Low- and Middle-Income Countries: A Landscape Synthesis

This research report shares key findings from Feed the Future’s EatSafe, which seeks to improve the safety of nutritious foods bought and sold by millions of people in traditional food markets in low- and middle-income countries (LMICs). Supported by the U.S. Agency for International Development (USAID), EatSafe’s formative research gathered existing evidence on the interplay among foodborne diseases, traditional markets, and behavior change. The scope of this review focused on traditional markets, which provide millions of people with nutrient-rich commodities like animal-source foods and fresh produce. 

The research, based on insights from 11 literature reviews, revealed that:

• There is a strong connection between food safety, nutrition, and health. To address these issues, a food systems approach is required.
• Traditional markets are key contributors to local economies and food security but pose significant food safety risks due to inadequate resources related to surveillance, regulation, and infrastructure.
• Consumers and vendors are motivated to improve food safety but face a variety of context-specific internal and external constraints to changing their behavior.
• Practitioners working to improve food safety in traditional markets recommend a comprehensive approach that considers positive behavior change, best practices, appropriate technologies, and an enabling environment.
• Psychosocial and emotional mechanisms are key motivators for positive behavior change. Changes in consumers’ and vendors’ food safety behaviors can be measured via knowledge, attitudes, and practices (KAPs) models.