**1. Introduction**

Vegetables are increasingly recognized as an essential source for food and nutrition security. Vegetable production provides a promising economic opportunity for reducing rural poverty and unemployment in developing countries and is a key component of farm diversification strategies. Vegetables are mankind's most affordable source of vitamins and minerals needed for good health. Today, neither the economic nor nutritional power of vegetables has not been sufficiently realized. To tap the economic power of vegetables, Governments will need to increase their investment in farm productivity (including improved varieties, alternatives to chemical pesticides, and the use of protected cultivation), good postharvest management, food safety, and market access. To tap the nutritional power of vegetables consumers need to know how vegetable consumption must therefore be nurtured through a combination of supply side interventions and communication emphasizing the importance of eating vegetables, governments and donors will need to give vegetables for good nutrition and health, to fully tap the economic and nutritional power of vegetables, much greater priority than they currently receive. Now is the time to prioritize investments in vegetables, providing increased economic opportunities for smallholder farmers and providing healthy diets for all.

Fruits and vegetables are essential sources for the micronutrients needed for healthier diets. Potassium in vegetables helps to maintain healthy blood pressure, their dietary fiber content reduces blood cholesterol levels and may lower the risk of heart disease, folate reduces the risks of birth defects, and vitamin A keeps eyes and skin healthy, while vitamin C not only keeps teeth and gums healthy but also aids in iron absorption. Recognizing the important nutritional benefits of fruits and vegetables, the World Health Organization (WHO) recommends a minimum intake of 400 g per day to prevent chronic diseases (especially heart diseases, cancers and diabetes) and supply needed micronutrients (especially calcium, iron, iodine, vitamin A and Zinc). However, consumers today even those with higher incomes, are believed to be missing this target. More attention in filling this dietary gap and enabling consumers to take the nutritional power of vegetables is required.
