Marketing TOPS Capacity Training September 20, 2011
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Transcript of Marketing TOPS Capacity Training September 20, 2011
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MarketingTOPS Capacity Training
September 20, 2011
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Marketing
By the end of the session….
1. What is agricultural marketing?
2. Why is important within MYAP’s ?
3. How can the marketing component be strengthened to support agricultural and nutritional outcomes?
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What is agricultural marketing?
1) Sell what you can produce?2) Produce what you can sell?
It involves the buying and selling or bartering of produce.
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Why is it important within MYAP’s
Marketing offers the potential for MYAP HH’s to increase food security by improving
availability, access, utilization and stability
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How can the marketing component be strengthened to
support agricultural and nutritional outcomes?
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Step #1Identify value added and
competitiveness opportunities in the marketplace
quantity, quality, timing
Example: Pigeon Pea
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Step #2Ensure the crop meets MYAP criteria : 1) Positive impact of the 4 pillars of
food security.2) Passes the “do no harm” test.
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Step #3Identify Up-grade Priorities
1. Start with the Value Chain.Examine each step-
inputs, production, post harvest, marketing
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Step #4Indentify tool kit intervention options to support the chain
1. Technical assistance2. Innovation funding3. Linking VC actors4. Linking to other MYAP Components
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Group WorkThe community has a real opportunity to access
the market for their pigeon pea. They ask the MYAP to assist with upgrading their product .
Using your project tool kit identify interventions along the value chain that will result in improved
competitiveness
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• Participatory Market Systems Developmenthttp://practicalaction.org/participatory-market-systems-development
• The Role of Participation in Pro-Poor Market Systems Development, USAID Briefing Paper
http://www.microlinks.org/ev_en.php?ID=35189_201&ID2=DO_TOPIC
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1.MYAPS are designed to be multipurpose and multifunctional- agriculture interventions chosen need to be multipurpose and multifunctional.2. For every action there is a reaction. Interventions may sound good but need to be put through a do no harm framework before inclusion into project activities, especially the potential impact on nutrition.3. Insure interventions are linked to indicators. Understand the project’s indicators first then program accordingly.
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Why
Marketing