Value chains for nutrition: the applicability of value chain approaches to address low fruit and vegetable consumption in Fiji

Nutrition-oriented value chain analysis has been proposed to support the identification of solutions to nutrition problems, such as low fruit and vegetable (FV) intake. Through a case study of Fiji‘s FV sector, this thesis explores the application of the approach and aims to identify its strengths, limitations, and potential to inform public health action to increase FV intake. Following a review of models of value chain analysis, the strategic business management model was adapted and methods were selected to collect relevant data. Focus groups with urban consumers were used to establish what they value in FV. Following this, workshops, semi-structured interviews, and observations with chain actors and stakeholders were used to map three exemplar chains (amaranthus, papaya, and tomatoes) and investigate their performance in respect to delivery of consumer-defined value. Data were analysed thematically. Urban Fijians identified both price and quality as important to food choice and considered quality in terms of taste and appearance, perceived health properties, freshness, and convenience. Consumers described inconsistent availability and high prices as barriers to consumption. The exemplar chains were relatively basic, with most activities performed by farmers. Access to agricultural inputs was a challenge, as was limited transportation and market infrastructure. Actors tended to view consumers as driven by price and therefore focused on cost-minimisation rather than value addition. Most farmers received little information on supply and demand trends; however, strong relationships appeared to enhance product and information flows. Across the chains, high vulnerability to natural disasters impaired the delivery of consumer-defined value. The findings identify opportunities to enhance FV availability, affordability, and acceptability by promoting the qualities of FV that consumers value, reducing bottlenecks in the chains, and strengthening relationships between actors. They also suggest a benefit of the strategic business management model of value chain analysis for guiding research for nutrition.