Patterns of Value Chain Participation and the Commercialisation of Underutilised Leafy Vegetables: Evidence from Sekhukhune District, South Africa

Indigenous and underutilised leafy vegetables (ULVs) can contribute to rural livelihoods and food security, yet household participation in their production, consumption, and marketing varies substantially. This study developed a typology of ULV farmers and examined factors associated with market orientation in Sekhukhune District, South Africa. Primary data were collected through a structured questionnaire administered to 266 farmers. Production Participation Scores (PPS), Marketing Participation Scores (MPS), Consumption Participation Scores (CPS), and an Extension Service Index (ESI) were constructed from standardised indicators. Ward’s hierarchical clustering identified farmer typologies, with k-means clustering used as a sensitivity check. Cluster differences were assessed using ANOVA and Tukey’s post hoc tests, while Spearman correlations and Firth’s penalised logistic regression examined associations and predictors of market orientation. Three typologies were identified: Low-Engagement Farmers (34.4%), Subsistence-Oriented Farmers (36.8%), and Market-Oriented Farmers (28.9%). The solution showed good stability (bootstrap mean ARI = 0.785) and substantial agreement between hierarchical and k-means clustering (ARI = 0.734; 90.1% agreement). Market-Oriented and Subsistence-Oriented Farmers did not differ significantly in production (p = 0.954) or consumption participation (p = 0.988) but differed in marketing participation (p < 0.001). Market access was the only significant predictor of market orientation (OR = 18.81, 95% CI: 7.34–48.25, p < 0.001). Strengthening market access may enhance ULV commercialisation.