"In late March 2015, Making Vegetable Markets Work (MVMW) Program, implemented by Mercy Corps in partnership with Swisscontact, and the Dutch Economic Mission to Myanmar facilitated the establishment of the Vegetable Sector Acceleration Taskforce (VSAT) . The VSAT is a multistakeholder platform that convenes government, the private sector and development partners to help accelerate the development of Myanmar?s vegetable sector. The organisation aims to boost vegetable production and consumption by improving access to production knowledge, improving safe use of pesticides, developing a strong seed sector, reducing postharvest losses and improving existing markets and creating new markets for vegetables. Mercy Corps and its partners have collected considerable information on the vegetable production aspects of the supply chain that have helped them to identify challenges and opportunities related to improving vegetable production and efficiencies. While the organisations were aware that demand for vegetables was increasing, an information gap was to know more about consumers? preferences for vegetables ? how they perceived quality, their buying patterns, eating habits and perceptions towards chemicals and food safety. The research reported here is the first consumer preferences research of Myanmar?s vegetable sector...."