RECKLESS eating has become rampant across Africa, with many consumers failing to consider where their food comes from or how it is produced.

This lack of awareness is contributing to a surge in non-communicable diseases (NCDs) on the continent, including diabetes, hypertension, and heart disease. 

Ironically, while Europeans are increasingly seeking out organic produce, often sourced from Africa, the wealthy in Africa are turning to unhealthy, processed foods.

Non-communicable diseases have been rising in Africa, with diet-related factors playing a significant role. 

The World Health Organization (WHO) reports that NCDs account for 37 percent of deaths in Africa, and this figure is expected to rise. 

The adoption of Western dietary habits, characterized by high consumption of processed foods, sugars, and unhealthy fats, is a primary contributor to this alarming trend.

In urban areas, fast food outlets and supermarkets filled with processed foods are becoming increasingly popular among Africa's affluent. 

This shift in eating habits is a stark departure from traditional diets, which were rich in whole grains, fruits, vegetables, and lean proteins. 

The consequence is a growing prevalence of obesity, diabetes, and cardiovascular diseases among Africa's wealthier population.

While Africa grapples with the consequences of reckless eating, Europe is witnessing a burgeoning demand for organic produce. 

Consumers are becoming more health-conscious, seeking out foods that are free from synthetic pesticides, fertilizers, and genetically modified organisms (GMOs). This trend is not only a response to health concerns but also an environmental and ethical stance.

Interestingly, much of the organic produce sought by Europeans is sourced from Africa, including countries like Tanzania. 

African farmers, with their relatively low use of synthetic chemicals, are well-positioned to supply this growing market. 

The irony is that while Europeans value and import Africa's organic produce, many Africans, particularly the wealthy, are opting for less nutritious, processed alternatives.

There is an urgent need to educate Africa's affluent about the dangers of reckless eating and the benefits of organic, whole foods. 

The current trend sees rich Africans consuming junk foods from supermarkets, often becoming victims of NCDs. 

This pattern mirrors the unhealthy eating habits of poor Europeans, who might not have access to high-quality, nutritious foods.

Promoting organic produce and traditional diets could serve as a powerful tool in combating NCDs, hence, organic foods is not only free from harmful chemicals but are also more nutritious. 

They support better health outcomes and contribute to a more sustainable environment. Moreover, by choosing organic, affluent Africans can help support local farmers and economies.

The path forward for Africa involves a return to traditional, wholesome diets and an embrace of organic farming. 

Governments, health organizations, and community leaders must collaborate to raise awareness about the benefits of organic foods and the dangers of processed, unhealthy diets.

Educational campaigns, cooking workshops, and partnerships with local organic farmers can help shift perceptions and habits. 

Highlighting the success stories from Europe, where organic produce is highly valued, can serve as an inspiration. 

Through informed food choices, Africans can take charge of their health, reduce the burden of non-communicable diseases, and create a sustainable future.

The continent's rich can learn valuable lessons from European consumers who prioritize organic and healthy foods. 

Studies have shown that organic produce contains higher levels of vitamins, minerals, and antioxidants, which are crucial for maintaining good health and preventing diseases.

Apart from being environmentally sustainable, organic farming also promotes soil health, reduces pollution, and enhances biodiversity. 

From an economic perspective, the demand for organic produce represents a significant opportunity for African farmers to meet the growing global demand for organic products. 

African farmers can access lucrative markets, increase their income, and improve their livelihoods.

Despite the clear benefits, the transition to organic farming and consumption faces several challenges. 

One major hurdle is the lack of awareness and education about the benefits of organic foods. Many consumers remain unaware of the health risks associated with processed foods and the advantages of organic alternatives.

To address this, comprehensive education and awareness campaigns are needed; governments, non-governmental organizations, and the private sector should collaborate to promote the benefits of organic foods through various channels, including social media, community events, and school programs.

While organic products can be more expensive, the long-term health benefits and reduced healthcare costs can outweigh the initial price difference. 

Subsidies and incentives for organic farmers can also help lower the cost of organic produce, making it more accessible to a broader population.

According to the Research Institute of Organic Agriculture (FiBL), globally, only $290 million has been invested in organic research to date, which is equivalent to 0.6 percent of the world funding for agricultural research and Africa has invested only $5 million. 

Funding studies on organic farming methods and their benefits is paramount in supporting this transition. 

Moreover, integrating organic farming principles into agricultural education programs can equip future farmers with the knowledge and skills needed to succeed in organic agriculture.

The rising prevalence of non-communicable diseases in Africa is a clear indication that dietary habits need to change. 

Africa's affluent population can learn from the organic revolution in Europe, where consumers are now prioritizing health and sustainability, and leading the way in adopting healthier eating habits.

This shift not only benefits individuals but also contributes to the overall development and prosperity of the continent.

The move towards organic and traditional diets is not just a health imperative but a socio-economic and environmental one. The time to act is now, for the sake of current and future generations in Africa. 

Through making informed food choices and supporting organic agriculture, we can pave the way for a healthier, more sustainable, and prosperous future.

The author is the Editor-in-Chief of the African Organic Agriculture Magazine.