Online Reporter
Arnold Moyo, Correspondent
AS Zimbabwe faces the dual challenges of climate change and a growing burden of diet-related diseases, a homegrown solution may lie in the grains that once nourished generations before us: sorghum (amabele/ mapfunde), millet (inyawuthi/ mhunga) and rapoko (uphoko/ zviyo/ rukweza).
These traditional grains, long overshadowed by maize, possess qualities that could significantly enhance food security and improve public health.
I have developed a comprehensive model explaining consumer behaviour towards these traditional superfoods. My study, surveying individuals across Zimbabwe’s 10 provinces, provides policymakers with a clear roadmap for reviving these climate-smart, nutrient-packed grains, thus improving the nation’s health and food security. I conducted this research with the support of Professors Felix Amoah and Marle van Eyk from Nelson Mandela University.
The forgotten solution
While maize now dominates our plates, our ancestors thrived on small grains that are drought-resistant and help prevent diseases. My research shows we can reverse decades of decline in the consumption of traditional foods through smart policies and public support.
There has been a significant decline in the consumption of traditional grains, which coincided with a nutritional transition that favoured processed wheat and rice products. This change was intensified by socio-economic developments, urbanisation and the promotion of maize as the main staple, which led to reduced cultivation and consumption of sorghum, millet and rapoko. As a result, the country grapples with escalating health issues, including a growth in the prevalence of non-communicable lifestyle diseases such as sugar diabetes, hypertension and obesity. Moreover, Zimbabwe spends substantial sums annually importing processed foods, draining vital resources that could be invested in local agriculture.
Key Findings
The study found that people’s attitudes, that is, how positively they feel, had the biggest impact on whether they planned to buy traditional small grains. If people think highly of these grains, they’re much more likely to want them. Price and cultural identity also played an important role. Affordability matters, but so does the emotional and historical connection people feel towards these grains.
Other factors like how easy the grains are to find and what others think about buying them had some influence too. However, things like health concerns, advertising, nutritional value, and feeling in control of food choices didn’t matter as much. We were surprised to see that health worries and promotion efforts had such a small effect. If people knew that sorghum and millet are rich in compounds that provide a variety of health benefits, including antimicrobial, antilipidemic, anticancer, anti-inflammatory, antiproliferative and certain antidiabetic effects; they would be eating more traditional small grains.
I recommend that marketing strategies focus on shaping positive attitudes, keeping prices fair and emphasising the cultural value of these foods to boost their purchase and consumption.
Four-point action plan for Zimbabwe
To unlock the potential of these grains, there is need for co-ordinated policy measures across Government ministries:
1. Farmer Support: Strengthening extension services through the Ministry of Lands, Agriculture, Fisheries, Water and Rural Development will empower farmers to cultivate these resilient crops.
2. Consumer Education: Launch a nationwide “Zimbabwe’s Supergrains” awareness campaign led by the Ministry of Health and Child Care. This campaign should emphasise the health benefits of traditional grains and their role in preventing diet-related diseases.
3. Market Incentives: Provide tax breaks and incentives for retailers who dedicate shelf space to traditional grains. The Ministry of Finance, Economic Development and Investment Promotion could play a key role in facilitating these incentives, making it easier for consumers to access these nutritious options.
4. Institutional Procurement: Mandate the inclusion of traditional grain foods in school feeding programmes and army rations, co-ordinated by the Ministry of Primary and Secondary Education or other relevant ministry. This policy will not only introduce young people to these grains but also create a consistent demand that supports local farmers.
Collaboration across ministries — Agriculture to support farmers, Health to promote awareness, Education to embed grains in schools, and Finance to enable incentives, will play a pivotal role in achieving the desired goals.
A call to action
Reviving our traditional grains is not just about food; it’s about reclaiming our heritage and securing Zimbabwe’s future health and economy. We invite NGOs, community leaders and private sector partners to join this movement to ensure traditional grains regain their rightful place on Zimbabwean plates.
As climate shocks intensify and healthcare costs soar, this research offers a rare win-win solution. This isn’t about going backwards, it’s about combining ancestral wisdom with modern science to build a healthier, more resilient Zimbabwe.
l Arnold Moyo is a Zimbabwean researcher and recent Marketing PhD graduate of Nelson Mandela University, South Africa.
