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Low fruit and vegetable consumption is one of the leading causes of global morbidity. This is of grave concern in low and medium-income countries (LMICs) like India, where 75% of the population do not meet WHO daily consumption target of fruits and vegetables (400g), with consumption levels being abysmally low in rural areas. Food prices highly influence healthy dietary intake. A few studies in high-income countries highlight that consumption can be affected by offering discounts on healthy food. MIHM is working with LSHTM to understand and develop an intervention based on financial incentives and a sustainable business model to increase the consumption of fruits and vegetables for peri-urban communities in India. The study aims to develop a financial incentives programme and evaluate its feasibility in a peri-urban setting in India by developing a prototype of a commercial partnership model that provides incentives for fruit and vegetable purchase in the trial community. To characterise the context , we aim for mapping the supply systems and profiling the consumer purchasing patterns, including economic considerations for both suppliers and consumers in which fruit and vegetable trade operates, assess local behaviour towards purchase of fruits and vegetables and their preferences for incentives, and to create a business model and a delivery mechanism for the incentive scheme.
The study will help characterise the context in which fruit and vegetable trade operates by mapping the supply systems and profiling the consumer purchasing patterns, including economic considerations for both suppliers and consumers. Basis this, a financial incentive programme can be designed to increase consumption.