Field studies in Morogoro and Dar es Salaam have revealed growing concern over food security and nutritional safety. Vegetable and livestock farmers in the two cities have had different experiences regarding food and nutrition, where awareness is higher in urban areas compared to peri-urban locations.

Vegetable farmers, particularly in urban areas, are motivated by the fact that their consumers demand vegetables based on their nutritional content. For instance, mchicha (amaranth) is popular due to its high iron and other vitamin content, which are essential for child development and the elderly. Consumers are also particular in their demands for the type of vegetables and where to get them. When one buyer from Dar es Salaam was asked why he travels such a long way to buy vegetables, he responded,

“ I come here because I know that the quality of the fertiliser used at this farm is better. Also, the vegetables are healthy and look dark green. ”

Moreover, it was observed that some wealthy people grow vegetables solely to ensure the nutritional value of the food they consume. This implies that as the welfare of society increases, people become more particular about the type of food they consume by paying attention to its nutritional value.

Consumers, especially those living in urban areas, are aware of the types of pesticides and fertilisers used by farmers. For example, one customer said:

“ I trust this farmer as she is honest. When she applies pesticides, she does not sell her products until after some time. This is unlike the others, who may apply pesticide today and sell the vegetables to consumers the next day. They don’t care about the health and the safety of their consumers. ”

The two cases above demonstrate that consumers’ knowledge and awareness regarding the nutritional value of their food is of paramount importance.

Another farmer went on to say,

“ I have been in the poultry business for more than 10 years, but I do not look for customers, nor do I advertise my business. Some customers come from far away, others call me to supply them with eggs. You know why? Because they trust my way of feeding and the cleanliness of my farm. ”

This shows that food safety is a key factor in maintaining customers on one side but it is also a determining factor in the type of customers a farmer may attract.

In urban and peri-urban agriculture, both vegetable and livestock farmers consume part of what they produce. One poultry keeper said,

“ I sell some eggs and a few trays are left for my family to consume.’ This was also noted by a cattle keeper in Morogoro who iterated that he sells some milk wholesale while keeping some for his family members. ‘Don’t you see how healthy my children are? They drink a cup of milk daily. ”

To conclude,Farmers and consumers are aware of and knowledgeable of food safety and nutritional security. This knowledge relates to health factors in food production and practices. There is a growing awareness of the importance of the use of pesticides and their quality. The use of proper fertilizers for instance, adds value to the produced product. These values, which include health, well-being, satisfaction and others are becoming important. This awareness is an important factor which adds to sustainable agricultural practices.