Food Safety Attitudes and Practices in Traditional Food Markets in Ethiopia: Assessing the Potential for Consumer-Driven Interventions

Introduction. Every day, people around the world purchase food from traditional markets. However, improper food handling and limitations in market structures may result in foodborne disease. This study assessed the decision-making of consumers and vendors in traditional markets to identify opportunities to reduce foodborne contamination and exposure. Methods. A cross-sectional survey of food safety knowledge, attitudes, and practices (KAP) of 150 consumers and 150 vendors was conducted in Sidama, Ethiopia in July-August 2022. Descriptive statistics were used to summarize demographics and KAP, and the Poverty Probability Index for socioeconomic status. Results. Women consumers were primary deciders for what food to buy. 26% for vendors and 19% for consumers lived below $3.20/day. Consumers choose to purchase food based on price, food quality, vendor personality, and food safety (assessed using visual and sensory cues). Vendors were unconcerned about foodborne disease (73%), and attributed business success to food quality, their personality, and offering discounts. Conclusions. Salience and demand for food quality as well as trust relationships could be leveraged as business incentives for vendors to adopt food safety practices and for consumers to increase their preference for safer food and ability to identify it.