Determinants of Indigenous Floral Foods’ Commercialization among Rural Households: The Outcome of Double and Triple Hurdles in Amathole District Rural Community

Indigenous foods are used to prepare delicious delicacies (Imefino) in South Africa, and are consumed for their medicinal, food security, and nutritional value. Many of them are rich in macro- and micronutrients and contribute to improving the households’ income. However, the commercialization of many indigenous foods remains problematic with poor market penetration. This study investigates the commercialization status and determinants of indigenous floral food (IFF) commercialization using descriptive statistics, and the double- and triple-hurdle analysis. A semi-structured questionnaire was used to collect cross-sectional data from 240 rural households in Amathole District Municipality in the Eastern Cape Province, South Africa. The result shows that most (60%) of the rural households rely solely on agriculture and agricultural-related activities as their source of employment. Ironically, among the rural household heads who are solely engaged in agriculture, most (83%) do not sell IFFs despite being involved solely in agriculture. More so, there is poor commercialization of IFF with the evidence of a low-commercialization index and low-income generation from IFF. However, IFF consumed for medicinal value has a higher commercialization index. Indigenous foods show potential for commercialization if well harnessed. The results also show that if the rural householder is a male and adds value to indigenous floral foods, he is more likely to make a decision that entails him being involved in the commercialization of indigenous floral foods. The result further proves that the influence of households’ willingness to pay for the improved seed of IFFs will not necessarily affect the intensity of IFF commercialization. Household size is among the determinants of IFF commercialization. Commercialization indicators reveal that rural household heads are committing to IFF commercialization. Based on the study’s overall findings, factors such as seasonality, price, demand fluctuation, and other identified challenges in this study affect IFF commercialization. Programs addressing value addition and the domestication of indigenous floral foods, application of marketing philosophy, and marketing mix, among others, are recommended.