The process of biofortification of maize with provitamin A has already been successfully carried out (Bouis et al., 2013). Several consumers’ surveys were carried out to determine the acceptability of PABM. White maize is the white coloured maize popular in SADC regions that is devoid of vitamin A and yellow maize is the non- provitamin A biofortified yellow coloured maize with insignificant amount of vitamin A that is not desirable for consumption.
Pillay et al. (2011) reported that in KwaZulu-Natal, South Africa, the consumers’ survey indicated that adults, primary and secondary school children preferred Phutu, a local meal made with white maize, rather than with the PABM. This preference was vice versa for the pre- schoolers. Pre-school learners, however, will consume what is prepared by the adults, who prefer the white maize. The general reasons for the dislike of PABM were attributed to its aroma, colour, flavour and their association of yellow maize with animal feed. The adults, however, showed significant willingness to consume PABM if it was cheaper than white maize and readily available in local grocery stores. However, willingness does not necessarily mean they will eventually like the PABM, as the disliked aroma, colour and flavour will still be present despite availability and lower prices.
In Zimbabwe, yellow maize is disliked based on its organoleptic properties and the perception that it symbolises suffering and poverty as yellow maize was imported into the country during times of drought and famine (Muzhingi et al., 2008). Muzhingi et al. (2008) stated that about 94
% of the farmers grow white maize only and only 25 % of the nation’s population consumes yellow maize meal in one form or another. However, they reported that about 90 % of farmers
26 will readily grow PABM if it is confirmed that it has better yield than white maize and is more resistant to drought and disease. At least a third of the population in Zimbabwe was also reported to dislike the taste of PABM. Taste is a strong determinant of consumers’ choice of food, irrespective of the price. Lowering the price of PABM compared to white maize might lower the acceptability of PABM as it could be perceived as inferior. Poor people might purchase yellow or PABM more during hard times. Once they have higher income levels, they are, however, likely to revert to white maize, as it creates a sense of wealth for them. Acceptability of PABM is also gender related, as more male than females are likely to change from white to yellow maize if it is cheaper. This is due to the fact that females are more taste and quality oriented (Chen, 2013).
At least a third of children’s deaths in Mozambique is VAD related and about 2.3 million children are vitamin A deficient (Aguayo et al., 2005). Their high rate of VAD is majorly diet related. According to the national agricultural survey of Mozambique in 2008, 78 % of the population in Mozambique produces maize (Cairns, 2012). In 2006, research was conducted using a locally prepared maize meal called xhima, to assess the acceptability of PABM (Stevens
& Winter-Nelson, 2008). Xhima was prepared using three different maize lines, namely the PABM, locally produced white maize and isogenic (hybrid) white maize in Mozambique. The survey was carried out in the market and the people were informed about the nutritional benefits of the PABM before they were given the various porridges to consume. The outcome of the survey was that majority significantly preferred their local white maize to the others, based on appearance, texture and taste. However, they preferred the aroma of the PABM over the other maize lines (Stevens & Winter-Nelson, 2008).
27 In Zambia, more than 50 % of pre-school children have VAD (Micronutrient Initiative, 2009).
To determine the acceptability of PABM in rural areas of Zambia with high poverty rates, the Home Use Test (HUT) and Central Local Testing (CUT) were used for the survey (Meenakski et al., 2010b). Home Use Test involved giving participants different types of maize meals (PABM, yellow and white) to cook with whatever preferred method and to sample at their homes. The CUT was achieved by giving the participants cooked maize meal, using PABM, yellow maize and white maize in the market place. Prior to these, nutrition information on the PABM was disseminated to the participants via radio and through community leaders. The survey indicated that the influence of information dissemination of the nutrient benefits of the PABM was significant as the PABM was well liked by the majority and they indicated willingness to pay for PABM, even though there was no significant difference between the two methods of dissemination that were used. However, the participants of both HUT and CLT did not like the yellow maize. This indicates that they do not associate PABM with yellow maize (Meenakski et al., 2010b) and that PABM is likely to be acceptable to the Zambian population.
Based on the summary of the consumer’s acceptability survey, PABM is not well accepted in SADC countries, thus making it difficult to achieve the aim for which the PABM was produced.
As maize is a major ingredient in livestock feed with its utilization as chicken feed having the largest percentage. (Ranum et al., 2014), it is suggested that PABM could be fed to indigenous chickens to boost the vitamin A in their meat to curb VAD when consumed.
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