FOOD LOSS AND CONSUMPTION DYNAMICS OF MAIZE IN GUCHA SUB-COUNTY HOUSEHOLDS

Despite increased research and interventions on food security, many Kenyan households continue to experience food insecurity, even where food is adequately produced. This study examines the link between household food consumption patterns and food loss and waste in Gucha Sub-County, Kisii County, Kenya. It highlights how sociocultural factors influence food handling behaviors at the consumption stage, leading to significant food loss. Using a mixed-method approach, the research explores food beliefs, preferences, distribution mechanisms, and dietary habits within households. The findings reveal that social behavior, cultural norms, and household dynamics significantly shape food consumption decisions, ultimately affecting food security. The study recommends enhancing consumer education to promote better food preparation, planning, and waste reduction practices. By increasing awareness of food value and loss, households are more likely to adopt sustainable food handling practices that improve food security outcomes