MSMEs and barriers to increasing fruit and vegetable consumption in Ethiopia

Micro, small, and medium enterprises (MSMEs), such as traders and retailers, play a key role in supplying consumers with FV, especially in urban areas. One way to improve FV consumption is to target the barriers that MSMEs face in growing their businesses. To learn about those barriers, researchers from the CGIAR Initiative on Sustainable Healthy Diets through Food Systems Transformation (SHiFT) commissioned a mixed methods case study of FV value chains in late 2022/early 2023 in both urban and rural areas of Ethiopia.

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