African food systems are dominated by informal markets, typically open-air markets found at designated sites and street corners, which often have poor hygiene and are subject to limited or poor regulation. Occasionally there are calls for these informal markets to be banned, but most consumers depend on them as they are more accessible and affordable than formal markets.

As we celebrate World Food Safety Day on 7 June 2020, it is crucial that governments recognize the importance of better food safety in informal markets. One way to encourage them to take food safety seriously is by harnessing the power of consumer demand.

Foodborne diseases cause a massive health burden and remain a persistent impediment to socio-economic development. The World Health Organization estimates that close to 600 million people fall ill and 420,000 die every year from foodborne diseases worldwide. Children under five years of age make up 125,000 of those…