A STUDY ON CONSUMPTION PATTERN & AWARENESS OF UNDERUTILIZED FRUITS AMONG URBANITES WITHIN MAHARAGAMA DS DIVISION G. D. D. M. Rangani*, R. P. Mahaliyanaarachchi, P. Sivashankar, I. C. Hettiarachchi, and B. E. S. Bandara Department of Agribusiness Management, University of Sabaragamuwa, Sri Lanka INTRODUCTION Sri Lanka has around 60 underutilized crops with rich potential. Most of these underutilized species have lost their significance among the present generation due to many reasons such as urbanization and changing food habits. There is no organized or proper cultivation of these crop species. Most of these underutilized plant species are fruit crops and they are found in wild habitats or in home gardens, which are 100 m 2 to 1,000 m 2 in extent and are commonly found in many rural areas of Sri Lanka. (FAO 2015) Vitamins and minerals can be returned to contemporary diets through the use of micronutrient-rich underutilized and neglected species by transplanting them from their wild habitats into home gardens. (FAO 2014) Neglected and underutilized species are those to which little attention is paid or which are entirely ignored by agricultural researchers, plant breeders and policymakers. Typically, underutilized species are not traded as commodities(Malkanthi et al., 2014). Many of these varieties and species, along with a wealth of traditional knowledge about their cultivation and use, are being lost at an alarming rate, although they have been used for centuries for their food, fibre, fodder, oil or medicinal properties. Underutilized fruit (UUF) crops have many values such as, rich in nutrients, high potential to survive, easy management, environmental friendliness, etc. Despite low yield and relatively longer duration, the underutilized indigenous cultivars are palatable and are resistant to pests and diseases, as well as being tolerant to drought and natural hazards (FAO 2014). But these are disappearing from the consumption of most of the people, primarily in urban areas. So, the purpose of this research is to find out the reasons for under consumption of those fruits. Neglected and underutilized food resources constitute the bedrock of the diversity in traditional and indigenous food systems of developing country communities. Traditional and indigenous foods are less deleterious to the environment and address cultural needs and preserve the cultural the cultural heritage of local communities. (FAO 2014) METHODOLOGY The research approach was deductive and survey strategy was used as the research strategy. Primary data was obtained through pre tested interviewer administrated structured questionnaire and the response rate was 95%. The Maharagama Divisional Secretariat (DS) Division was selected randomly among other DS divisions in Colombo district and 100 households were selected by using multi stage sampling technique for the study. Sixteen (16) underutilized fruits in Sri Lanka were used to investigate the consumption patterns of urban people as stated in the Table 1. Data were analysed by using Microsoft Excel 2010 and SPSS Statistical Analysis 16.0 Software programs. Frequency Distribution and Chi-square Tests were used as the statistical techniques which was applied for the quantitative analysis of data. RESULTS AND DISCUSSION Socio- economic characteristics of the consumers The major characteristics of the consumers who belong to the sample; age, gender, household size, educational level, occupation, monthly income, nationality and religion were observed in order to find the relationship between the underutilized fruits and the consumption patterns. The majority, 31% of the consumers relatively, falls within the category between 40-50 years * Corresponding author: Email - dilukshi.gddm@gmail.com