Reaping the potential benefits of amaranth: value chain challenges ahead for Kenya

Amaranth is a drought tolerant and a highly nutritive crop that grows fast in the tropical areas of Kenya. Amaranth leaves and grain have the potential to enhance the nutritional status of vulnerable communities and address food security issues. In order to reap such benefits, it is vital to strengthen the existing supply chains. Thus, the aims of this study were to evaluate consumer preferences and utilisation patterns of amaranth products and to map the amaranth chains in Kenya so as to identify the crucial points that need intervention. This study adopted a value chain approach as applied to a case study, using a mix of qualitative and quantitative methods. Data were gathered from five consumer focus group discussions, 128 in-depth consumer surveys and seven interviews with amaranth value chain stakeholders in Kenya. Results revealed that 93% of rural respondents consumed amaranth produced in their farms while 61% of urban respondents purchased amaranth from stores. Amaranth leaves are more popular and cheaper than grain and other amaranth products. Leaf colour and size, and grain colour and prices were the key factors that influence amaranth leaves and grain purchase decisions. The majority of rural consumers were aware of the nutritive value of amaranth but they had minimal processing facilities and inadequate knowledge on postharvest practices. Consumption levels of urban consumers were affected by poor quality and inconsistent supply. This study showed that value chain interventions are needed to improve the consumption levels of this highly nutritive crop.