Documente Academic
Documente Profesional
Documente Cultură
June 2009
Adekunle, Filson & Sethuratnam
Acknowledgement
The authors are grateful to the Ontario government for sponsoring this project through the Ontario
Market Investment Fund (OMIF). We appreciate the support of the Centre for Land and Water
Stewardship (CLAWS), Greater Toronto Area Agriculture Action Committee (GTAAAC), Toronto
Food Policy Council (TFPC) and FarmStart. We also thank Hakeem Olalekan Shittu (PhD
Candidate, Department of Molecular Biology and Genetics, University of Guelph) for his comments
on both scientific and ethnic issues. The views expressed in this manuscript are the views of the
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Adekunle, Filson & Sethuratnam
1. Introduction
This article intends to serve as a guide for researchers interested in studying the consumption
behaviour of ethnic1 Canadians. This is important because the demographics of Canada continue to
change and the demand for ethnic food with desirable characteristics continues to increase. A
research that analyses the preferences of these immigrants is very important because their
expenditures on food will affect the production decision of our farmers. As a result of vagaries in
weather condition and the uncertainty that are involved in agricultural production, farmers will only
be willing to produce ethno-cultural foods if they are convinced that there is a demand and market
for their products. A study that provides scientific evidence on the demand for ethno-cultural foods
Examining the behaviour of consumer requires a detailed understanding of the unit of analysis and
the concept under study. As a result of this, we did an exploratory study (using a draft questionnaire)
administered to respondents in Guelph. The five respondents used for the exploratory survey were
from India, Nigeria, China, Kenya and Ghana. Apart from pre-testing the questionnaire on these
individuals, in-depth interview was also done with people with broad knowledge on ethnicity, food
consumption and types of vegetable. For clarity, we went a bit further to look at past studies on
ethnic consumption, acculturation, demand for local foods, medicine, pharmacy and botany.
Our exploratory survey gave us insight to the appropriate way that a survey on ethnic Canadians can
vegetables consumed by ethnic Canadians and the health implication of consuming ethnic
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People of distinct cultural heritage (Banks, 1996).
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2. Methods
In our exploratory survey, we discovered that to be able to make inference about the population
from the sample, probability sampling technique should be used to survey respondents. We strongly
recommend probability sampling technique, such as systematic sampling. Systematic sampling in this
context is defined as the situation where every nth person in a particular situation is interviewed
even when there is no sampling frame. Ethnic Canadians can be selected either through their ethnic
associations (we discovered that many, if not most non-English, non-French ethnic Canadians
belong to one ethnic association or the other) or they can be interviewed when they come to shop at
their ethnic grocery store (ethnic stores can be selected based on purposive sampling)
After developing an appropriate research design, the next step in the ethno-cultural food research is
to develop a questionnaire. A good questionnaire for this type of research should ask questions on
and personal characteristics of respondent. A thorough analysis of the data collected from the
questionnaire with the format above will help to understand the behaviour of consumers of ethnic
vegetables and also estimate the demand for ethnic vegetables, thus making it easy for farmers to
decide on which type of ethnic vegetables is profitable. An acculturation4 scale should also be
included in the questionnaire because the level of acculturation of an ethnic Canadian might affect
his/her consumption of ethnic vegetables. Many authors (Jamal and Chapman, 2000; Bojanic and
Xu, 2006; Cleveland et.al, 2008) indicate that there is strong link between acculturation and
4 The exchange of cultural values and assimilation of new ideas when different ethnic groups interact. This might affect
the behaviour of members of the ethnic groups but they still maintain their cultural heritage.
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Adekunle, Filson & Sethuratnam
used to measure acculturation for all types of ethnic Canadians – Ethnic Canadian Dietary
Acculturation Scale (Table 1). Unlike Satia et.al. (2001) who developed the Western Dietary
Acculturation Scale and Chinese Dietary Acculturation Scale or Bojanic and Xu’s (2006) Chinese
Acculturation Scale, this new scale can be used to measure the level of acculturation of any ethnic
Canadian.
I enjoy speaking 5 4 3 2 1
English
Most of my friends 5 4 3 2 1
are outside my
ethnic group
I enjoy English 5 4 3 2 1
language movies
and TV
programmes
I welcome most of 5 4 3 2 1
the values held by
people outside my
ethnic group
I have difficulty 5 4 3 2 1
accepting most of
the values held by
my ethnic group
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Adekunle, Filson & Sethuratnam
food
The scale above will be tested for reliability and uni-dimesionality by the use of Cronbach’s alpha.
Principal component analysis will also be used to assess the factors that underlie acculturation based
on commonalities. The data set collected through the survey of respondents in Greater Toronto
Area (GTA) will be analysed by SPSS. Since the study will be done through probability sampling
technique, inference about the population can be made from the sample. Descriptive statistics such
as frequencies and means will be used to describe the characteristics of respondents and their
consumption of and expenditure on ethnic vegetables. Analysis of Variance will be used to compare
the means of three ethnic groups (Chinese, South Asia5 and Afro-Caribbean6) covered by the study.
A model of consumption expenditure will be developed to identify the factors that determine the
consumption of vegetables. The elasticity of different variables included in the model will be
estimated and used in the further explanation. Three functional forms (Linear, Semi-Log, Double
Log) will be estimated and the best fit will be selected based on R 2 , t-values/standard error and
‘reasonableness’ of the parameter estimates (Adekunle, 1998) or simply use semi-log based on its
popularity for a consumption study (Adekunle, 2002). Another alternative is to use logistic
regression to identify the factors that predict expenditure on vegetables. Logistic regression will
resolve all issues pertaining to heteroscedasticity as are commonly seen in cross-sectional data set
(Adekunle, 2007). Finally, Analysis of Covariance (ANCOVA), a Generalized Linear Model will also
on ethnic vegetables among the three ethnic groups after taking into consideration personal
characteristics of respondents.
5 South Asia includes Bangladesh, The Indian Ocean Territories, Bhutan, India, Maldives, Nepal, Pakistan and Sri Lanka.
6
A person from Sub-Saharan Africa or African descends from the Caribbean/West Indies.
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Adekunle, Filson & Sethuratnam
Another important part of the survey is the estimation of market demand for the preferred
vegetables discovered from the descriptive analysis of the dataset. To estimate the demand for a
Assume vegetable y is preferred by the respondents and the monthly expenditure per household on
y is Xy. In this case, the average monthly expenditure per household (Xa) will be (Σ Xy) ⁄ N. In the
equation above, (Σ Xy) is the summation of the monthly expenditure for the whole sample and N is
the sample size. Once the average monthly expenditure (Xa) is estimated, the yearly expenditure can
Xay (average annual expenditure) = Xa * 12 (This equation assumes that there are 12 months in a
Once Xay is estimated, the market demand in terms of monetary values can be calculated. Let us
assume that the population of Chinese in the GTA at a given year (i) is C i, and the average
household size from the survey (s) is Hs, then the number of Chinese households for the period (i)
Finally, the demand for a vegetable (y) by the Chinese ethnic group in monetary terms will be Xay *
(Ci ⁄ Hs).
3. Vegetables
A study of preference for vegetables is very important issue because of its health implications and
the fact that Ontario farmers stand to benefit from its production. A critical analysis of the demand
for vegetables will be incomplete without an adequate understanding of what constitute vegetables.
The term ‘vegetable’ is difficult to define but it can be defined as an herbaceous plant, which may be
leafy, planted because of its edible parts (roots, stems, leaves, flowers, fruits and seeds). It must be
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Adekunle, Filson & Sethuratnam
stated that botanists do not have a classification called a vegetables, it is a grocery store term. For
example, tomatoes are a fruit (ripened or swollen ovary of a flower as a result of fertilization) and at
the same time a vegetable. Amaranth is a leafy vegetable while carrot is a vegetable and we consume
its root.
To aid our understanding on the type of vegetables consumed by ethnic Canadians, we did a pre-test
and in-depth interview with a few ethnic Canadians. The result of the interviews indicates that there
are misconceptions about the name of certain vegetables, some vegetables are consumed across
ethnic groups and most people have failed to realize the medicinal effect of some of these ethnic
vegetables. A proper introduction of these ethnic vegetables into the Ontario market will contribute
significantly to cancer research (some of these vegetables have very high anti-oxidant effect) and
increase the revenue of farmers (most of these vegetables are usually imported and consumers want
fresh vegetables).
Our investigation on the type of ethnic vegetables consumed by ethnic Canadians lead to the list
below: This is based on our exploratory survey. We may discover more after the main survey.
Afang leaves (Gnetum africanum) – Eru/Kok (Cameroon), Koko (Central African Republic),
Ntoumou (Gabon), Afang/Ukazi/Okazi (Nigeria), Fumbwa (Democratic Republic of
Congo – DRC, Republic of Congo, Angola, Mozambique).
African Egg plant – Garden Eggs ( Solanum melongena) – Ngilo (Swahili), Nakasuga/Nakati
(Uganda), Njilu (DRC), Gboma (Togo), Ikan/Igba (SW Nigeria), Ntorowa/Ntrobu (Ghana).
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Adekunle, Filson & Sethuratnam
Cocoyam leaves/corm (Colocasia esculenta) – Taro, Dalo (Fiji), seppankizhangu (Tamil), Gabi
(The Philippines), Karkalo (Nepal), Nduma (Kikuyu – Kenya), Ala (Maldives),
AmaDumbe/Madumbi (Zulu – South Africa), Dasheen (West Indies/Caribbean), coco
(Nigeria), Kontomire (Ghana).
Collard Greens (Brassica oleracea : Acephala Group) - Kaanul haak (Kashmir – South Asia),
Sukuma wiki (Kenya).
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Adekunle, Filson & Sethuratnam
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Adekunle, Filson & Sethuratnam
Smooth Amaranth (Amaranthus hybridus) – Efo tete (SW, Nigeria), Bitekuteku (DRC),
Callalou/Kallaloo (Jamaica), Yin choi, Chinese spinach (China), Thotakura, Cheera (India),
Mchicha (East Africa).
Vine of Sodom (Colocynth) (Citrullus colocynthis) / Melon seeds, Bitter apple, Bitter cucumber
– Egusi (West Africa), Agusi (Niger).
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Adekunle, Filson & Sethuratnam
As seen above it is very important to always include the scientific name of ethnic vegetables because
of misconceptions about names and cross ethnic impact. A typical case of misconception is the
name spinach; a lot of consumers from different ethnic groups refer to all leafy vegetables as
spinach. The problem is particularly pronounced with Amaranth (a leafy vegetable with more than
70 species). To clear this misconception, scientific names will show that the two vegetables belong
to two different Genuses. Amaranth (Amaranthus hybridus) belongs to the Genus Amaranthus while
spinach (Spinacia oleracea) is a member of the Spinacia Genus, although the two belong to the family
Amaranthaceae. The cross-ethnic impact of vegetables can also be identified with the aid of scientific
names. Onion is referred to as onion in most parts of the world so its cross-ethnic impact is
pronounced, on the other hand the cross-ethnic impact of a vegetable like Tossa Jute Leaves (
Corchorus olitorius), Garden Eggs ( Solanum melongena), Sweet Potato (Ipomoea batatas) and Smooth
Amaranth (Amaranthus hybridus) may be difficult to decipher without the inclusion of scientific
names.
We conclude this section by stating the medicinal effect of consuming ethnic vegetables. This is
important because the availability of fresh ethno-cultural vegetables can be beneficial to all
Canadians. This benefit can be harnessed if there is public education about the impact of these
vegetables and their availability. A brief description of the health implication of some vegetables is
given below:
Onion, a member of the Allium family has blood sugar lowering effects, cardiovascular benefits,
support gastrointestinal health, protective against many cancers, boost bone density, and has anti
inflammatory/bacteria ability (Sheela et. al, 1995; Yang et.al, 2004; Galeone et. al, 2006; Gates et.al,
2007; WHFoods, 2009). The benefits from the consumption of onion above indicate that both
ethnic and non-ethnic Canadian will benefit from the consumption of onion. Onion is a known
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Adekunle, Filson & Sethuratnam
vegetable and it has very high cross-ethnic impact, so the demand is significant, though consumers
might not be aware of the health benefits. To contribute significantly to our understanding of the
impact of ethnic vegetables, it is better to use an unknown vegetable in Canada, consumed by ethnic
Canadians which might be beneficial to people outside the ethnic group. Examples of such
vegetables are Bitter leaf (Vernonia amygydalina Del.) and Thickhead (Crassocephalum rubens Benth);
both are edible vegetables in African. A study by Iwalewa (2005) suggests that the antioxidant level
of Thickhead is the highest when compared with eight other edible vegetables (Bitter leaf, Catholic
vegetable, Water leaf, Fluted pumpkin leaf, African egg plant, Nigthshade, Sweet Pigweed and
Cockscomb). Although, Thickhead has a better anti-oxidant ability than Bitter leaf, extensive
research on Bitter leaf indicates that its aqueous extract have both hypolipidaemic and antioxidant
properties (Nwanjo, 2005). Low concentration of water soluble leaf extract of Bitter leaf also
potently retards the proliferation of ER+ human breast cancerous cells and other type of cancers
(Kupchan et.al. 1969; Jasaka et.al. 1992; Izevbigie, 2003; Gresham, Ross and Izevbigie, 2008).
Another ethnic vegetable that has medicinal effect is Bitter melon (Momordica charantia), although
research on its efficacy is still in progress. Bitter melon extract improves insulin sensitivity and
signalling (Sridhar et.al. 2008), has the ability to lower blood glucose and appears to be safe (Virdi
et.al. 2003). Basch et.al. (2003) in their review of efficacy and safety of bitter melon suggests that the
vegetable may have hypoglycaemic effects but its use must be administered with care because of its
various side effects (see Basch et.al. 2003). Since consumption of these ethnic vegetables is
medicinal, it will be desirable for patients to have them as a dietary supplement. In other words, the
benefits from the production and consumption of ethnic vegetables are pareto efficient (nobody will
be worse off) and all stakeholders especially farmers will benefit significantly.
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Adekunle, Filson & Sethuratnam
4. Conclusion
This guide presents the reason why a market research on the demand for ethnic vegetables is
important. We also present the appropriate sampling methods, survey instruments, list of vegetables
(with their scientific names) consumed by ethnic Canadians, the medicinal effect of these vegetables
and why public awareness will increase their consumption. Our propositions at this point are based
on our exploratory survey and we intend to make more discoveries as we proceed on our main
survey.
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Adekunle, Filson & Sethuratnam
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