Dynamics of Amaranthus in Urban and Rural Value Chains in Communities of KwaZulu-Natal Province, South Africa

Sub-Saharan Africa falls among the developing countries with poor standards of living contributing to the high prevalence of malnutrition. Interventions have been conducted, but malnutrition continues to linger, with devastating impacts on vulnerable groups. In Africa, 90% of its children cannot access the minimum balanced diet. Also, 60% of the people in this region do not access daily meals for dietary needs. Traditional vegetables like Amaranthus are identified to have great potential to combat malnutrition; however, Amaranthus is underutilized due to limited awareness of its potential and poor post-harvest practices along the value chain. This study evaluates the dynamics of Amaranthus along its value chain in the urban and rural communities of KwaZulu-Natal. South Africa. Mixed-design research and a purposive convenient random sampling approach were explored. Semi-structured questionnaires were used to collect data for the survey, and this was strengthened by a series of five n = (30) face-to-face interviews with six key informants from urban and rural formal and informal markets. The findings revealed that eleven species of Amaranthus have been identified in South Africa such as Amaranthus spinosus varieties, including A. dubius , and A. cruentus, which are the most sold and consumed, mostly being sold by street vendors. Thus, poor perception and attitudes along with limited access to Amaranthus in some upper-class markets contribute to underutilization. Promoting Amaranthus at all levels of markets might create better awareness of its utilization.