I have keenly observed the consumption pattern of fresh vegetable in Nigeria. Basically, the value chain comprises of both formal and informal. The formal value chain takes the route of the standard stores and supermarkets which have sophisticated technology for packaging, storage and distribution. The informal supply chain is made of local farmers, street vendors and market women with rudimentary packaging and storage and distribution technology. This supply chain is characterized by a high level of unhygienic conditions. Furthermore, as a typical characteristic of an emerging economy, it seems to me that as the income and education level increase, the consumption of more of these 'premium' food products increases. In other words, they seem to be mainly an elitist food, as the people at the bottom of the pyramid (BOPs) seem not to be able to afford the high cost of good quality of these premium products but rather choose to go for cereals and legumes alternatives which are cheaper. What's the implication, from a business perspective?