Urbanising traditional foods: Developing context-specific marketing strategies to increase consumption and appreciation.

Abstract

This thesis investigates the attitudes, perceptions, and consumption patterns of traditional foods among urban households in Greendale, Harare, Zimbabwe, amidst the challenges posed by rapid urbanisation. Utilising a mixed-methods approach, the research incorporates quantitative data from surveys of 100 Greendale households in Harare and qualitative insights from five focus group discussions and fifteen key informant interviews. The findings indicate that urban households recognise traditional foods for their cultural heritage and nutritional value, yet face barriers related to time, cost, and convenience. Education plays a crucial role, with higher educational attainment linked to more favourable attitudes toward traditional foods, while demographic factors like age and gender show no significant impact on perceptions of nutrition. Qualitative insights reveal a rich diversity of traditional foods across Zimbabwe, reflecting local agricultural practices and socio-economic conditions. Regression analysis shows that as income increases, reliance on traditional foods declines, although effective marketing strategies, particularly word-of-mouth, can positively influence consumption. The study examines Zimbabwe's agricultural policy framework, encompassing the National Agriculture Policy Framework (NAPF) (2018–2030), Accelerated Irrigation Rehabilitation and Development Plan (AIRDP) (2021–2025), National Development Strategy 1 (NDS1) (2020-2025), Agriculture and Food Systems Transformation Strategy (AFTS), Gota/Nhanga/Ixhiba, Nharire Yemusha and Traditional cookout programmes, National Good Seed and Food Festival, and Agricultural Shows, highlighting the need for strategies that support traditional foods as essential to cultural heritage and sustainable development. By informing policymakers and stakeholders about effective strategies, this study aims to foster a deeper appreciation for traditional foods, thereby contributing to food security and cultural preservation in urban environments. The study recommends context-specific marketing strategies, including social media, food festivals, mass media, and awareness campaigns. Policy reforms at the national level are also suggested to encourage the large-scale production of traditional food crops.