Opportunities for Commercialization and Enterprise Development of Indigenous Fruits in Southern Africa - Indigenous Fruit Trees in the Tropics: Domestication, Utilization and Commercialization - page 260

packaging in bags reduces the shelf life of the fruits (Ramadhani, 2002). In
Zimbabwe, traders consider that washing of U. kirkiana fruits could lead to fruit
discoloration (Kadzere et al ., 2002). In Malawi only some market traders grade
their fruits based on fruit size and degree of ripeness, while in Zimbabwe
collectors and traders of Z. mauritiana have been able to obtain better prices
for their fruits by cleaning and packaging the fruit in plastic bags (Kaaria,
1998).
14.2.7 Fruit marketing strategies
Marketing and postharvest handling are subject to high transaction costs in the
markets. This is not unexpected in typical developing-country markets. The
transaction costs manifest in various ways including product losses, time delays,
costs of monitoring transactions and agents in markets, negotiation or haggling
costs, transport and logistics inefficiencies, and poor market information.
Transaction costs are better contended through improved coordination and
information flows in supply chains. This is a key challenge for economic
development efforts in emerging markets. Supply and consumption are entirely
directed at local markets, given the traditional status of the products and
consumption habits. The local markets are assumed to be low-income markets,
by and large, with limited ability to pay for greater sophistication and value
addition that adds significantly to the marketing margins. Hence, there is a
tendency to favour generic marketing of produce. The implication is, arguably,
that limited benefit can be derived from much value addition in local markets; at
best, the improvements would be incremental. Alternatively the improvements
could radically change the product on offer through processing (e.g. juices, jams,
preserves, etc.) whilst retaining the product appeal. Another alternative may be
to consider acceptability in higher-income markets and adapt the product
accordingly (Karaan et al ., 2005).
14.3 Indigenous Fruit Processing
Processing of indigenous fruits has been practised in Africa for centuries.
Indigenous fruits are mainly processed to improve the fruit's taste, to preserve
the fruit for later use, especially during periods of low normal fruit supply, and
to obtain products which can be converted into other by-products (Kadzere et
al ., 2002; Saka et al ., 2002). Indigenous fruits play an important role as food
substitutes in times of drought and famine and constitute a cheap, yet rich,
source of nutrients (Schomburg et al ., 2001). Given current knowledge that
adequate nutrition can contribute positively to the quality of life for people
living with HIV/AIDS, indigenous fruits can play a critical role in supplementing
diets.