Clinical Research Directory

Training, Coaching and Marketing Program for Vegetable and Fruit Vendors in Markets to Improve Food Safety Practices and Vegetable and Fruit Intake Among Women 20-49 yr Old in Quezon City, Philippines

The Vendor Business School for Healthy Diets (VBS-4HD) study is a research project designed to examine whether supporting small-scale fruit and vegetable vendors with knowledge on food handling and business management, as well as marketing skills, can contribute to healthier diets in urban communities. The Philippines is facing growing nutrition challenges. Rates of overweight, obesity, and diet-related non-communicable diseases have increased steadily over the past decade, particularly in urban areas. At the same time, many Filipinos continue to experience food insecurity, and consumption of fruits and vegetables remains below recommended levels. Despite national and local efforts to promote healthy eating, many people still consume diets high in sugary, salty, and fatty foods and low in fresh produce. Research suggests that unhealthy diets are influenced by several factors, including busy urban lifestyles, the increasing availability and promotion of convenience foods, limited awareness of healthy dietary recommendations, cultural food preferences, and weaknesses in food systems that make healthy foods less visible or attractive than processed alternatives. New approaches are needed to encourage healthier food choices in everyday settings. In Philippine cities, local markets, street vendors, and small food kiosks remain the main source of fresh foods for many households. These informal food outlets play a critical role in urban food systems and provide livelihoods for large numbers of people, particularly women. Recognizing their importance, the Quezon City Government, in partnership with CGIAR researchers, established the Vendor Business School (VBS) in 2024. The program provides market vendors with training and individualized coaching in business management, food safety, and customer relations. Early implementation showed high levels of vendor satisfaction and positive business outcomes, leading to the institutionalization of the program through a city ordinance. Building on this experience, the VBS-4HD research study explores whether market vendors can also become effective promoters of healthy diets. The study is based on the idea that vendors interact with customers every day and may therefore be uniquely positioned to encourage healthier food choices. The VBS4HD study will evaluate a package of activities consisting of training, coaching, and marketing support delivered to small-scale fruit and vegetable vendors operating in private urban markets in Quezon City. The program aims to strengthen vendors' food hygiene and handling practices, improve their business performance, and encourage them to actively promote fruit and vegetable consumption among their customers. The research will compare outcomes in markets where vendors receive the VBS-4HD program with outcomes in markets operating as usual. The study will assess whether the program leads to improvements in vendors' food handling practices and monthly profits, and whether it increases fruit and vegetable consumption among women aged 20-49 years living in customer households that regularly purchase produce from participating vendors. The findings will contribute to understanding whether informal market vendors can serve as effective partners in improving urban diets and nutrition. The study will generate evidence to inform local governments, policymakers, and development organizations seeking practical and scalable approaches to promote healthier food environments, strengthen local food systems, and support healthier communities.