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TRANSCRIPT
Making Markets Matter 2012
Program Report
Prepared by:
Maureen Bandama and Krisztina Tihanyi
May 2012
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Acknowledgements
The “Making Markets Matter” Executive Training Program for the African Agribusiness Sector was
organized by Market Matters, Inc. The organizers would like to acknowledge the generous support
of the following organizations: the Citi Foundation, the National Agricultural Marketing Council
(South Africa), the Industrial Development Corporation (South Africa), Monsanto Corporation, Frito
Lay, Safal Seeds and the Syngenta Foundation for Sustainable Agriculture. We also wish to
acknowledge the volunteer contributions of our facilitators and guest speakers, who generously
offered their time and expertise.
Photo credits: Berna Coetzee, Life Photography
For photos of the program, visit: http://www.flickr.com/photos/mminc/collections/72157629997072826/
Please refer any questions related to the Making Markets Matter workshop or this report to:
Krisztina Tihanyi
~Chief Operating Officer~
Market Matters, Inc.
401 S. Albany Street
Ithaca, NY 14850
www.marketmattersinc.org
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Contents
Program Summary .......................................................................................................................................................... 4
Detailed Report .......................................................................................................................................................... 7
Profile of Participants .......................................................................................................................................... 7
Training Materials and Opportunities For Learning ............................................................................................ 8
Facilitators and Guest Speakers .......................................................................................................................... 9
Program Evaluation ....................................................................................................................................................... 10
Appendix 1. ........................................................................................................................................................ 19
Appendix 2. ........................................................................................................................................................ 21
Appendix 3. ........................................................................................................................................................ 25
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PROGRAM SUMMARY The twelfth Making Markets Matter (MMM) agribusiness education program was held at the Lord
Charles Hotel in Somerset West, South Africa, on May 6‐ 11, 2012. The goal of this annual program
is to increase the capacity of African agribusinesses to meet the ever‐increasing demands of today’s
global food system. Including this year’s program, the MMM series has trained over 600
participants from agribusiness firms, business development services, nongovernmental
organizations, government departments, and donor agencies. After twelve consecutive annual
programs, Making Markets Matter is recognized as a premium business development services (BDS)
training program for emerging entrepreneurs in Southern and East Africa.
The 2012 program hosted 60 participants from 7 African countries. Over 45% of these participants
were women. Facilitators and guest speakers represented countries from three continents
(Botswana, Indian, South Africa, Sweden, Tunisia, the USA, and Zimbabwe) and diverse
organizational backgrounds such as universities (University of Botswana, Swedish University of
Agricultural Sciences, Tshwane University of Technology, Cornell and Stellenbosch Universities),
government, nonprofit, and development agencies (KZN Department of Economic Development,
the African Development Bank, the Syngenta Foundation for Sustainable Agriculture) and the
private sector (Deloitte Africa, the Industrial Development Corporation, Safal Seeds and Biotech,
Ltd.).
As in previous years, the educational program was high energy and interactive. On Monday
morning the group was led in a drumming session by the Drum Café that set the energy levels high
for the rest of the program. The four main business modules presented focused on key areas of
business training: marketing, strategic planning and leadership, financial management, and human
resource management. Additional presentations included parallel sessions on market access,
access to business capital, and new food technologies for indigenous foods, and an informative
presentation on agriculture in Africa that utilized information derived from GPS/satellite
technology. Participants were introduced to two live case studies that were carried through the
various business modules: Ezulwini Chocolat, a South African woman‐owned chocolatier and
M’hudi Wines, a black‐ and family‐owned South African winery.
In addition to the daytime sessions, the program featured evening programs that provided an ideal
atmosphere for informal networking and discussions. On Sunday, the program started with a lively
opening reception featuring marimba and drumming entertainment by the Drum Cafe. On Monday
evening participants were treated to a dinner at Dornier Wine Estate in Stellenbosch. The dinner
speaker was Professor Njabulo Ndebele, author and former Vice‐Chancellor for the University of
Cape Town. On Tuesday evening, the group visited M’hudi Winery, South Africa’s first black family
owned wine estate (also a former MMM participants). The evening’s speaker was Dr. Linley
Chiwona‐Karltun. Based at the Swedish University of Agricultural Sciences, she delivered “a word
from the Diaspora.” Dr. Chiwona‐Karltun shared her personal experiences and connected to the
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participants, urging them “to make themselves indispensible,” meaning to give their best in
everything, in business as well as the personal sphere.
In 2011 the program successfully introduced a Mini Product Expo, providing a platform for
interested agribusinesses to showcase their products to other participants and guests. In 2012, four
companies (a chocolatier, a honey producer, a winery, and an olive processor) chose to display their
products. The displayed products received an enthusiastic response, with many participants buying
samples to take home with them.
The week’s program concluded with the Closing Banquet on Thursday, which hosted a number of
invited guests from the South African agribusiness sector, including the National Agricultural
Marketing Council, Standard Bank, ABSA, the Industrial Development Corporation, and several
guests from Stellenbosch University. The program concluded with the presentation of the MMM
Certificates of Completion and the African Agribusiness Entrepreneur of the Year award, an annual
prize that recognizes an outstanding agribusiness from the Continent. The 2012 award went to
South African agribusiness entrepreneur Jacky Goliath of De Fynne Nursery. (See Appendix for a
detailed program.)
The evaluations indicate that overall the program was very well received, and participants rated it
as highly successful. The topics covered were mostly relevant to participants’ professional
backgrounds. The training materials met participants’ expectations, who found them practical and
applicable to their work. Overall participants also felt that facilitators delivered well thought out
and meaningful presentations and that the learning environment was conducive to discussions and
debate as well as networking.
2012 African Agribusiness of the year Award Winner, Ms Jacky Goliath flanked by Prof. Ralph Christy, Dr. Ed Mabaya and Dean Mohammad Karaan
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The 2012 African Agribusiness Entrepreneur of the Year Award
Recipient: Jacqueline Goliath
Jacky Goliath Is the co‐owner and Managing Director of De Fynne Nursery,
a wholesale nursery in the Western Cape that produces indigenous pot
plants, fruit trees and other ornamentals for the local horticultural and
agricultural industry. When she started in 2001 with 1,000 plants in the
small back‐yard nursery, she would never dream that it would grow into a
600,000 plant production nursery that employs twenty‐five employees.
Jacky earned a degree in Horticulture, and amassed significant experience
working in the industry for eighteen year. Among others, she has worked
for ASNAPP (an NGO) in the propagation of and set up of plant producing
nurseries in Africa, including Zambia and Ghana. She has facilitated
community training programs on how to obtain Organic Certification for
the overseas markets. She has also presented at tradeshows in Japan, USA
and South Africa, to enhance the marketing of Africa’s natural plant
products.
The award was presented by Professor Ralph Christy (CEO, Market Matters
Inc.) and Professor Mohammad Karaan (Dean of AgriSciences, Stellenbosch
University).
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DETAILED REPORT The aim of the MMM program is to expose African agribusinesses to the latest thinking in
marketing strategy, strategic planning, financial analysis, human resource management, business
negotiation, and other relevant ideas to enhance their competitiveness and promote better
business opportunities. World‐class facilitators with extensive experience and knowledge provided
participants with practical tools and strategies to increase firm profitability, expand employment,
and thus also increase incomes in their communities.
The program offers the following benefits to participants:
Stimulating seminars presented by world‐class facilitators.
A participatory approach involving actual market development case studies.
Access to and interactions with representatives from business development services
institutions and emerging businesses in Sub‐Saharan Africa.
A chance to improve strategic marketing skills.
A set of contemporary marketing and finance training materials.
Profile of Participants
The 2012 MMM program participants and facilitators
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Case Study Presentation: Ezulwini Chocolat
The program drew sixty participants from diverse geographic and occupational backgrounds (See
Table 1 for detail). Participants came from 8 countries in (7 African and 1 European), represented
farmers (39%), seed companies (36%), agribusinesses (11%), education and NGOs (11%) and
government (4%). To make the learning process more effective, participants were divided into two
groups during the first two days, when the program included more interactive learning and small
group work utilizing the case studies.
Table 1: Profile of Participants
Characteristic
Frequency Percent (%)
Gender Male 32 53%
Female 28 47%
Nationality
Kenya2 3%
Malawi 3 5%
Turkey/Sweden 1 2%
South Africa 41 68%
Tanzania 2 3%
Uganda 5 8%
Zambia 3 5%
Zimbabwe 3 5%
Business type/sector Agribusiness[1] 6 11%
Education/NGO 6 11%
Farmer 22 39%
Government 2 4%
Seed Company 20 36%
Training Materials and Opportunities for Learning The training materials, provided to each participant upon arrival,
presented the building blocks of BDS training in a clear and
accessible manner. The classroom sessions were interactive and
varied, including lectures, case study analysis, group work,
participant presentations, and panel discussions. The program’s
participatory nature allowed participants to benefit from exchanges
with facilitators as well as each other.
MMM uses case studies as a key teaching tool. This year,
participants were introduced to two live industry case studies:
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Ezulwini Chocolat, a South African woman‐owned chocolatier and M’hudi Wines, a successful black‐
owned South African winery. The case studies were sent to participants by email a week prior to
their arrival. The chocolatier’s founder and owner, Nontwenhle Mchunu, was on hand to introduce
her company to the participants and receive participants’ feedback and suggestions. Video footage
of the M’hudi company was used to introduce participants to the second case study.
Further enriching the opportunity for learning, on Friday morning participants had the opportunity
to participate in optional field visits to a local agribusiness. While three field tours had been
scheduled, only two materialized owing to a last minute cancellation. Participants were able to visit
Agricol, a local seed company, as well as a local winery. (See Appendix 2 for the field tour flier.)
Facilitators and Guest Speakers Table 2 presents the list of facilitators and invited speakers, their institutional affiliations, and their
areas of expertise offered in the training program. (See Appendix 3 for Facilitator profiles.)
Table 2: MMM 2012 workshop facilitators and guest speakers (in alphabetical order)
Last Name First name Affiliation Based in: Are of expertise/role:
Abegaz Eyassu Botswana College of Agriculture
Gaborone, BOTSWANA
Food Science and Technology
Bandama Maureen MM Inc. Pretoria, SOUTH AFRICA
Program Coordinator
Chitja Joyce University of KwaZulu‐Natal Pietermaritzburg, SOUTH AFRICA
Food Security
Chiwona‐Karltun
Linley Swedish University of Agricultural Sciences
Uppsala, SWEDEN
Nutritional Science
Christy Ralph Cornell University/MM Inc. Ithaca, NY, USA Strategic thinking
Jackson Malete Jose University of Botswana Gaborone, BOTSWANA Food safety
Karaan Mohammad
Stellenbosch University Stellenbosch, SOUTH AFRICA
Mabaya Edward Cornell University/MM Inc. Ithaca, NY,USA
Marketing
Mutambatsere Emelly African Development Bank TUNISIA
Nyanzuda Tafadzwa KZN Department of Economic Development
Pietermaritzburg, SOUTH AFRICA
Agribusiness Development
Othata Onkutlwile University of Botswana Gaborone, BOTSWANA Finance
Roberson Quinetta Villanova University Villanova, PA USA
Human Resource Man.
Rugimbana Robert Tshwane University of Technology
Pretoria, SOUTH AFRICA
Marketing
Terry Eugene TransFarm Africa Washington, USA
Plant breeding
Tihanyi Krisztina MM Inc. Ithaca, NY, USA
Program Coordinator
Van Zyl Omri Deloitte Africa Pretoria, SOUTH AFRICA
Agricultural Consulting
Zunzunwala Kamal Safal Seeds and Biotech, Ltd. Jalna, INDIA
Seed Sector
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PROGRAM EVALUATION
At the end of the program, written evaluations were conducted. The rest of this report details the
results of these evaluations. A blank evaluation form is attached in Appendix 2. The evaluation
began by asking participants about their general impressions about the program, including its
applicability to their work, the quality of presenters and materials. Table 3 below shows that all
participants were satisfied or highly satisfied with the program overall. Over 90% of participants
said that the program met their expectations, that it was applicable to their work, or that they
would recommend it to colleagues. Particularly high marks were given to facilitators, who were
rated as knowledgeable and good communicators by virtually all participants.
Table 3: Participants’ general impressions about the MMM 12 program
Evaluation of the program’s educational value
Next, participants were asked to consider the educational value of each presentation, ranking each
presentation on a scale of 1‐5. The responses in Table 4 show the average score each presentation
received. Overall, Group A participants rated presentations higher than Group B with their highest
ranked session being 4.96.
GENERAL IMPRESSIONS Group Strongly Disagree
Neutral
Strongly Agree
The program has met my expectations Group A 16.7% 83.3%
Group B 19.2% 80.8%
The program is applicable to my job Group A 6.7% 13.3% 76.7%
Group B 3.8% 96.2%
I will recommend this program to my colleagues
Group A 6.7% 93.3%
Group B 3.8% 96.2%
The program was well paced within the allotted time
Group A 13.3% 86.7%
Group B 4.0% 12.0% 80.0%
The instructors were good communicators Group A 6.7% 93.3%
Group B 7.7% 92.3%
The materials were presented in an organized manner
Group A 13.3% 86.7%
Group B 19.2% 80.8%
The instructors were knowledgeable on the topic
Group A 10.0% 90.0%
Group B 4.0% 96.0%
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Table 4: Participants’ evaluations of the sessions
Session and Presenter Group Group Average
Monday (Marketing Management)
Marketing Management (Ed Mabaya) Group A 4.88
Group B 4.79
Ezulwini Chocolat Case Study Discussion/ Analysis Group A 4.38
Group B 4.25
Dinner Speaker (Prof. Njabulo Ndebele) Group A 3.92
Group B 3.86
Tuesday (Strategic Management)
Four Key Success Factors for Agriculture in Africa (Omri Van Zyl) Group A 4.41
Group B 4.18
Strategic Management (Ralph Christy) Group A 4.93
Group B 4.67
M'hudi Case Study Discussion/Analysis Group A 4.19
Group B 4.4
Dinner Speaker (Dr. Linley Chiwona Karltun) Group A 4.8
Group B 4.72
Wednesday (Marketing Management and Financial Management)
Breaking Barriers for Quality Seed Potato in Tanzania. (Eugene Terry)
Group A 4
Group B 4.15
Financial Management (Onkutlwile Othata) Group A 4.25
Group B 4.76
Parallel Sessions
"Financing Your Business? Tools for SMEs" (Bouwer van Niekerk) Group A 3.88
Group B 4.63
Commercializing indigenous foods. (Jose J. Malete, L Chiwona‐Karltun, & E. Abegaz)
Group A 4.8
Group B 4
Market Access for African Agribusiness SMEs. (Noel Bastiaan and Joyce Chitja) Group A 4.8
Group B 3.6
Presentation for Seed Company participants (Ed Mabaya) Group A 4
Group B 4.43
Thursday (Human Resource Management)
"Know Your Customer: The Psychology of Marketing." (Robert Rugimbana) Group A 4.85
Group B 4.71
Developing HR Competencies (Quinetta Roberson) Group A 4.96
Group B 4.86
Promoting Gender Equality to Achieve Economic Progress. (Panel Discussion) Group A 4.12
Group B 3.93
The Story of Agridwala. (Roderic Duminy) Group A 4.27
Group B 4.32
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Evaluation of instruction methods Participants were also asked to rate the educational value of the various instructional methods and
tools (Table 5). In both groups, over 90% of participants found the group assignments and
presentations as well as case studies the most useful learning tools. Group A was more neutral
about the effectiveness of open consultations as a teaching tool.
Table 5: Participants’ evaluations of the teaching tools
Teaching Tool Group Learned Very Little Learned A Great Deal
Group Assignments & Presentations Group A 8% 29% 63%
Group B 41% 59%
Use of Case Studies Group A 4% 39% 57%
Group B 4% 39% 57%
Open Consultations Group A 12% 23% 65%
Group B 3% 34% 62%
Evaluation of program logistics
Next, participants were requested to rate various logistical aspects of the program. The majority of
participants were satisfied with logistical arrangements in general; however, a few trends in the
responses are important to note. In general, the highest rated were the Monday morning
drumming session and the teas and lunches in general. The opening reception on Sunday received
was rated the least satisfactory. This may be due to the fact that last‐minute changes had to be
made to the venue. The majority of participants were satisfied with the networking opportunities
offered during the week. While most people were happy with the information and communication
prior to arrival, a few indicated dissatisfaction with the level or quality of the communication. This
may be due to the fact that a number of participants had to deal with three different organizations
in the registration phase, which may have caused some communication problems. Dissatisfaction
also arose from the airport shuttle service. Participants reported that they had to wander around
the airport terminal in search of the shuttle company representative. The programs with the lowest
ratings were the dinners at M’hudi and Dornier wineries. The ratings pertaining to the venue (the
Lord Charles Hotel) – especially the conference room and accommodation were largely satisfactory.
Table 6: Evaluation of program logistics
LOGISTICS Poor 2 Average 4 Excellent
Information & Communication prior to arrival
Group A 0% 4% 4% 22% 70%
Group B 0% 0% 7% 10% 83%
Opening reception/ Dinner (Sunday) Group A 13% 0% 0% 22% 65%
Group B 4% 0% 0% 15% 81%
Monday Morning drumming Group A 0% 0% 0% 13% 87%
Group B 0% 0% 7% 3% 90%
Dinner at Dornier Winery (Monday) Group A 0% 0% 0% 36% 64%
Group B 0% 0% 10% 23% 67%
Dinner at M'hudi Winery (Tuesday) Group A 4% 4% 0% 17% 74%
Group B 0% 0% 3% 27% 70%
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Conference Room Group A 0% 0% 0% 4% 96%
Group B 0% 0% 0% 13% 87%
Lodging/accommodations (Lord Charles Hotel)
Group A 0% 0% 0% 10% 90%
Group B 0% 0% 0% 12% 88%
Tea break & lunches Group A 0% 0% 0% 17% 83%
Group B 0% 0% 3% 20% 77%
Participants were also asked to rate the amount of free time available during the program. The
majority of participants felt that free time was adequate, with only a few individuals stating that
free time was either little or too much.
Table 6: Evaluation of amount of free time
Not
enough Enough Too much
Amount of free time Group A 0% 5% 86% 10% 0%
Group B 0% 8% 64% 16% 12%
Open‐ended feedback about the program
What are the training needs of your company/organization?
The second part of the evaluation asked participants to list topical areas on which they would like
to receive additional training. Table 9 lists the various topics (training needs), the level of training
needed, and the frequency with which participants listed the particular topic. The most frequently
listed areas were human resource management, marketing strategy, and finance. These are
already included in the MMM training program; this feedback may signal that participants would
like to receive additional, more extensive, training in these areas. The three most frequently listed
topics are highlighted in pink below.
Table 7: Company's Training needs
Topic Introductory
level Intermediate
level Advanced
level Total
Skills development 1 2 3
Marketing Management 5 7 12
Financial Management 14 8 22
Product development` 1 1 2
Leadership 1 3 3 7
Human resources Management 9 8 17
Strategic Planning and Management 3 4 7
Agricultural Transactions and contracting 1 2 3
Entrepreneurial Development 1 1
Institutional Development (SME's and Coops) 1 1 2
Exporting 2 2
Project Management 1 1
Quality Control and Management 1 1
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Customer Relations Management 2 1 3
Production 2 1 3
Market Access 3 3
Finance for your business 2 1 3
Technology 1 1 Lastly, participants were asked to give feedback, in their own words, about aspects of the program
they found useful and those that needed improvement in future programs. The responses have
been edited only minimally to maintain the originality of participants’ feedback. Overall the
responses indicate that participants greatly valued the educational and networking experience
offered by the MMM program and that many of them left the week‐long event energized and
motivated to tackle the challenges facing their businesses and organizations.
In your opinion, what were the best aspects of the program?
Everything was really 100%, but the Thursday morning programs were the best.
Strategic management, human resources management. All of them I found them informative.
Excellent service.
Networking, marketing and strategic management.
What I learned in this program I am going to go back and apply the strategies and what I learned for the presentation and discussions with Dr. Mabaya. My business is going to grow.
Networking, case study discussions and presentations. Learning marketing strategies and sharing information on how to access markets. Learning how to identify and analyze as well as understand our customers’ needs.
Presentations, group discussions and interactive sessions.
Energetic and encouraging presentation format. Focusing on principles.
Strong networking platform.
The case studies meant a lot to me because those were real situations that one could learn from. The outings were also nice and we had an opportunity to meet people and learn from each other.
The consolidation of new perspectives of earlier learning
Marketing ‐Market Access for African Agribusiness. Case Studies.
Time management was very good. Knowledge sharing. Skills development ‐ working in groups and giving presentations.
Networking. Discussing challenges and opportunities
Excellent speakers with few exceptions.
The use of a diversified pool of facilitators but all focusing on one objective‐ sharing their knowledge and experiences with others. All aspects were nicely covered. It is only fair to say all and to the team well done.
To help us know ourselves and who are our customers and how to solicit for markets for our goods and above all, make markets matter in all that we do.
Human resources and networking with people who have their own businesses.
We had time to network and come up with some deals. The program allowed free participations for everyone. It is very organized and always inspires you to want to go back and make a change.
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It was very educative, informative, open and allowed interaction among participants and facilitators
Analysis of case studies.
Networking and how to conduct business in a professional way.
The case studies. It was excellent to work with real companies.
Invited guests gave talks on various topics derived from real life experiences.
The best aspect is that I achieved what I intended to get out of the workshop. Well done.
We were not pumped with a lot of notes like in university which is good given our ages and capacity to remember most of the information. Very good way of informing mature people.
The informed and real approach to topics by the instructors.
All presentations were very professional.
Meeting real business people. In your opinion what where the weak aspects of the program?
I feel this program is very good and must target more emerging farmers and agribusinesses.
MM Inc should also consider a study program towards a degree or diploma.
None. I think the program is well organized.
Difficult to say. The long number of years since the program inception has made it good for participants. However maybe allow some time for us to briefly present on agribusiness. Just verbal.
There was too much light in front of the screen and sometimes it was difficult to read the slides.
Program is well organized and executed. Thank you.
Nothing!
For evening programs next time please choose two different projects with different products. Both evening programs were visiting wineries.
Take case studies of different countries as well for discussion.
Communication on arrival. The person waiting to collect participants at the airport must avail himself at all times otherwise it is inconveniencing wandering about the arrivals lounge.
One of the speakers alluded to 4 million citizens of a neighbor to South Africa living in South Africa. I did not pick why they did that. It was not necessary.
I am very sorry! But everything was excellent.
It would be great to have more case studies so that we can apply to our business situations.
No weakness but just to recommend that you keep up the good work you are doing.
Time for analysis of case studies was too short.
Time keeping by participants.
The food aspects need to be improved.
Please cater for the arrival and departure days. Since the accommodation premises are so expensive, and most participants can’t afford and are not knowledgeable about cheaper accommodations.
There should be a demand segment (the market) such as Marks and Spencer, Pick and Pay procurement people: to get business opportunities, to interact and learn what they need from us.
More hands on exercises. Computer based learning could be incorporated.
Agridwala was misleading.
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I would have liked to hear more about how to access African markets and which countries to do business with in terms of the marketing, protocol and transportation of product.
“Know Your Customer” could have been more advanced.
Let’s use more case studies of the participants themselves.
How to penetrate foreign markets.
How to do an interactive business plan.
Not knowing exactly what to expect.
Some of the information in the M'hudi case study was not so clear.
Time allowed for financing your business session was insufficient.
I would like to see more women trained and empowered.
Teach us more on business plans and proposals to get more funds for our businesses.
There were no weak points but we got bricks and cement to start to organize ourselves, our workers and our businesses.
In your own words, how would you describe to a colleague your experience in this program?
Powerful, empowered, learning full.
It motivates and informs.
An event not to be missed when invited.
This program has opened my eyes, ears and changed my mind set. It has given me enthusiasm in studying further in marketing while working in my company.
I am renewed in my business approach. I am going to ensure progress in every aspect of my business.
My experience was great, I had an opportunity to network, learned a lot and I think this program enlightened a lot to me and I'm so grateful I was a part of it and I would like to be part of it again.
Excellent, mind blowing! I think it is "the course" to attend!
An inspiring and fun conference with a good job of teaching agribusiness principles.
Must attend program, and "eye opener."
Making Markets Matter was a good eye opener of what is really going on around the world. It gave me an opportunity to interact with different business people around the world. A networking opportunity not to be missed.
Excellent.
I learned a lot!
I learned a lot, such as working as a team, sharing information especially with people from other countries, learning what models they used.
A good opportunity to learn from your peers.
The financial management, case study analysis, human resources management were hands on. Ideal for practical reality.
This was an excellent platform where had one of my rarest opportunities to come face to face with academics from all over the world coming to share their experiences with us.
The experience was the best and I can tell him/her more about management of workers and the business at large.
It was excellent!
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This is a program one should never miss for inspiration and self development. I recommend my colleagues to attend because it makes such a huge difference.
This is a life changing experience. The programs make you realize that you are capable of doing greater things in life
It builds up on the day to day challenges of business and provides the tools to move forward with the challenges
I learned how to improve the business in several areas and was encouraged to invest in agribusiness as a woman.
It has been a wonderful learning process
Enriched. I would like for everybody to have such and experience.
It’s a wonderful experience, powerful material and well selected and tailored to agribusiness
It was educative, innovative and motivating with a great deal of exposure.
It is informative, interactive, encouraging and the future is bright
It was an excellent program which offered a lot in terms of professionally high class academia presenting to people at grassroots level and managers of companies.
Very high standard and a lot to learn about reality.
A must for your success.
The program was mind challenging and from planning to inspirational stories. Everything was so detailed and straight to the point.
A well run and informative program.
The subjects touched on in this course are important for achieving a successful business. Without the tools we were exposed to, we would only fail as businessmen.
This is a good place to be especially before you start your business. It gives you clear insight on how to get started.
The program has put my business experience into perspective in the sense that I can now be able to link marketing, finance and human resources to work in harmony to grow my business.
It was great. I am a better business woman now.
It built me. Taught me to network. It was an eye‐opener for me as I interacted with my peers. It has made me a better person to run my business
Are there any other comments you would like to share with us?
I want to attend the program again.
The DED did not make a mistake in sending me here. The difference to be made in my business will be a credit to the department
Keep on doing the good things for the needy and may the good Lord enrich your program and take your dreams to the highest level of success.
Thank you very much for giving me the opportunity. I wish Market Matters all the best.
I wish to thank the organizers and sponsors of this event for inviting and sponsoring me
It would be nice if you organized a tour of Cape Town.
The program motivated a lot of participants and it’s a program that can be used to influence change even at policy level.
Thanks for the invite.
Speakers must be lively since the group comprises mature people.
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MMM ‐ Well done. You are doing a wonderful job. May God bless you with many more years and wisdom. Do not tire ‐ Keep it up. Funds permitting you would hold it twice per year.
I must say all the MMM staff are very nice and I would come again. Thanks Maureen!
MMM is a very inspiring program which motivates people to want to do better. It’s more than marketing training, it enhances you, uplifts and has inspired me to want to send others in the future
Keep up the good work. Maybe if we could have 2 or more sessions of these programs, funds permitting.
It is a fantastic program.
If you could arrange the same for other East African Countries.
This is one of the most well organized training in marketing that I will not forget. I will share with others back home.
Its commendable the extra material in the text manual.
Look for more people from different countries in Africa.
The course made me realize: I can be what I want to be!!
Facilitators need to remind people to switch of their cell phones in sessions. It disturbs others.
Just to thank you all for inviting me.
Exact information in terms of marketing in other countries in Africa.
Do it more often.
Keep up the good work because there is still a long way to go and we need more information and training and need to take it to other provinces and countries.
I truly enjoyed every minute of the course. Thank you for your energy. May you grow from strength to strength.
This was round 1 for me. I want more. What is the next level form here? Where will MMM take us next?
You are doing a good job. Keep it up. I would like to see the program rotating to other Africa countries so that we can learn from them too.
We joined other women in Africa to form a link for women in farming. I made friends with people already in business.
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Appendix 1. Making Markets Matter 2012 Program
Sunday, May 6 VENUE
16:00‐17:30 REGISTRATION Pre‐Assembly Area
18:00‐19:00 WELCOME (Cocktail Reception & Entertainment by the Drum Café) Pre‐Assembly Area
19:00‐20:00 DINNER Garden Terrace
Monday, May 7 STRATEGIC MANAGEMENT
8:00– 8:30 Registration Pre‐Assembly Area
8:30–10:00 Welcome and Introductions. Ralph D. Christy Somerset Suites 1 & 2
10:00‐10:30 TEA BREAK
10:30‐11:00 Case Study Presentation –M’hudi Wines Somerset Suite 1
11:00‐13:00 Module Presentation ‐ Ralph Christy Somerset Suite 1
13:00‐14:00 LUNCH Garden Terrace
14:00‐15:00 Case Study Analysis Break‐out rooms
15:00‐16:00 Case Study Analysis and Presentations Somerset Suite 1
16:00‐16:30 TEA BREAK
18:00–21:00 Evening Program: Dinner & Presentation by Invited Speaker –
Professor Njabulo Ndebele
Dornier Wine Estate (Bus departs from hotel parking lot at 17:30hrs)
Tuesday, May 8 MARKETING MANAGEMENT
8:30 – 10:00 “Four Key Success Factors for Agriculture in Africa” Omri van Zyl Somerset Suites 1 & 2
10:00‐10:30 TEA BREAK
10:30‐11:00 Case Study Presentation ‐ Ezulwini Chocolat Somerset Suite 1
10:00–13:00 Module Presentation Edward Mabaya Somerset Suite 1
13:00‐14:00 LUNCH Garden Terrace
14:00–15:00 Case Study Analysis Break‐out rooms
15:00‐16:00 Case Study Analysis and Presentations Somerset Suite 1
16:00‐16:30 TEA BREAK
18:00‐21:00 Evening Program: Dinner & Presentation by Invited Speaker –
Dr. Linley Chiwona‐Karltun
M’hudi Wine Estate (Bus departs from hotel parking lot at 17:30hrs)
Wednesday, May 9
MARKETING MANAGEMENT AND FINANCIAL MANAGEMENT
8:30 – 10:00 Breaking Barriers for Quality Seed Potato Available to Smallholder Producers in Tanzania. Eugene Terry Somerset Suites 1 & 2
10:00 ‐10:30 TEA BREAK
10:30‐13:00 Financial Management. Onkutlwile Othata Somerset Suites 1 & 2
13:00 ‐14:00 LUNCH Garden Terrace
14:00‐15:00
PARALLEL SESSIONS:1. Financing Your Business: Tools for SMEs. ‐ Bouwer van Niekerk (IDC) 2. Commercializing indigenous foods. – J.J. Malete, L. Chiwona‐Karltun, &
E. Abegaz 3. Special session for seed companies: ‐ Kamal Zunzunwala and Edward
Mabaya 4. Market Access for African Agribusiness SMEs. ‐ Noel Bastian
(Agroco/Agrimega) and Joyce Chitja (U. of KZN)
Somerset Suites 1 & 2/ Break‐out rooms
AFTERNOON Flex time (Stellenbosch, Somerset Mall, beach, etc.) ~ Dinner
on your own.
Dinner on your own.
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THANK YOU TO OUR SPONSORS:
Thursday, May 10
HUMAN RESOURCE MANAGEMENT
8:30 – 10:00 “Know Your Customer: The Psychology of Marketing.” Robert Rugimbana Somerset Suites 1 & 2t1+2
10:00 ‐10:30 TEA BREAK
10:30 ‐13:00 Developing Human Resource Competencies. Quinetta Roberson Somerset Suites 1 & 2t1
13:00 ‐14:00 LUNCH Garden Terrace
14:00 ‐15:30 Panel Discussion: Promoting Gender Equality to Achieve Economic ProgressPanelists: Emelda Mosime, Tafadzwa Nyanzunda, and MMM12 participants.
Somerset Suites 1 & 2Suite
15:30‐16:00 A New Beginning in Agriculture: The Story of Agridwala. Roderic Duminy Somerset Suites 1 & 2e``````
16:00‐ 16:15 Synthesis and summary Somerset Suites 1 & 2Suite
16:15‐ 16:30 End‐of‐program evaluation Somerset Suites 1 & 2Suite
16:30‐17:00 TEA BREAK
18:30‐21:00 Closing Banquet & Presentation of the African Agribusiness of the Year Award
Somerset Suites 1 & 2(Lord Charles Hotel)
Friday, May 11
POST‐WORKSHOP TOURS
Post‐workshop tours (optional)
1. Fresh produce processing facility ‐ FarmSecure
2. Seed company ‐ Agricol
3. Wine Estate – M’hudi
Meet in the hotel lobby at 08:30hrs
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Appendix 2.
2012“MAKING MARKETS MATTER” EXECUTIVE AGRIBUSINESS EDUCATION PROGRAM
Somerset West, South Africa Your feedback is critical so that we can best meet your educational needs. Please be as detailed as possible in your comments – the more you tell us, the better we can make this program.
Your general impressions
Strongly Disagree
Strongly Agree
1. The program has met my expectations 1 2 3 4 5
2. The program is applicable to my job 1 2 3 4 5
3. I will recommend this program to my colleagues 1 2 3 4 5
4. The program was well paced within the allotted time
1 2 3 4 5
5. The instructors were good communicators 1 2 3 4 5
6. The materials were presented in an organized manner 1 2 3 4 5
7. The instructors were knowledgeable on the topic
1 2 3 4 5
8. Given the topic, this program was: Too short Right length Too long
9. In your opinion, this program was: Introductory Intermediate Advanced
Poor Average Excellent
10. How do you rate this program overall: 1 2 3 4 5 Topic-specific questions 11. Please evaluate the educational value of each of the following topics of the program by day:
Learned Very Little
Learned A Great Deal
Monday (Strategic Management)
Strategic Management (Ralph Christy) 1 2 3 4 5
M’hudi Case Study Discussion/Analysis 1 2 3 4 5
Dinner Speaker (Prof. Njabulo Ndebele) 1 2 3 4 5
Tuesday (Marketing Management)
“Four Key Success Factors for Agriculture in Africa” (Omri van Zyl)
1 2 3 4 5
Marketing Management (Ed Mabaya) 1 2 3 4 5
Ezulwini Chocolat Case Study Discussion/Analysis 1 2 3 4 5
Dinner Speaker (Dr. Linley Chiwona Karltun) 1 2 3 4 5
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Learned Very Little
Learned A Great Deal
Wednesday (Marketing Management and Financial Management)
Breaking Barriers for Quality Seed Potato in Tanzania. (Eugene Terry)
1 2 3 4 5
Financial Management (Onkutlwile Othata) 1 2 3 4 5
Parallel sessions (score only the one you attended):
“Financing Your Business: Tools for SMEs” (Bouwer van Niekerk)
1 2 3 4 5
“Commercializing indigenous foods.” (Jose J. Malete, L. Chiwona-Karltun, & E. Abegaz)
1 2 3 4 5
‘Market Access for African Agribusiness SMEs” (Noel Bastiaan and Joyce Chitja)
1 2 3 4 5
Presentation for Seed Company participants (Ed Mabaya)
1 2 3 4 5
Thursday (Human Resource Management and Leadership Skills)
“Know Your Customer: The Psychology of Marketing.” (Robert Rugimbana
1 2 3 4 5
Developing Human Resource Competencies (Quinetta Roberson)
1 2 3 4 5
“Promoting Gender Equality to Achieve Economic Progress.” (Panel Discussion)
1 2 3 4 5
The Story of Agridwala. (Roderic Duminy) 1 2 3 4 5
12. General
Learned Very Little
Learned A Great Deal
Group Assignments & Presentations 1 2 3 4 5
Use of Case Studies 1 2 3 4 5
Availability of Facilitators to discuss/answer your questions outside the classroom
1 2 3 4 5
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13. Please rate the following logistical aspects of the program:
Poor Average Excellent
Information & communication prior to arrival 1 2 3 4 5
Opening Reception/Dinner (Sunday) 1 2 3 4 5
Monday morning drumming 1 2 3 4 5
Dinner at Dornier Winery (Monday) 1 2 3 4 5
Dinner at M’hudi (Tuesday) 1 2 3 4 5
Conference room 1 2 3 4 5
Lodging/accommodations (Lord Charles Hotel) 1 2 3 4 5
Tea breaks & lunches 1 2 3 4 5
Opportunity to get to know other participants 1 2 3 4 5
Too little
Enough
Too Much
Amount of free time 1 2 3 4 5 14. What are the training needs of your company/organization?
Topic Introductory level
Intermediate level
Advanced
1.
2.
3.
15. In your opinion, what were the best aspects of this program?
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_________________________________________________________________________________
16. In your opinion, what were the weak points of the program? (What can we improve on?)
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
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17. In your own words: How would you describe to a colleague your experience in this program?
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
18. Are there any other comments you would like to share with us?
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
19. Which of the following best describes your company/organization?
Farmer Crop/Product: ______________________________________
Seed Company
Processing and manufacturing
Government
NGO
Other (Specify: ___________________________________)
20. How did you hear about the program or get access to the brochure? Please circle all that apply. Internet/Website Word of Mouth/Colleague Government Agency Newspaper/Magazine Other (Please specify):____________________________
Your Name (optional)___________________________________________Date_______________
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APPENDIX 3.
On Friday, May 11th, you will have a chance to visit some local agribusinesses. Below you will see the three different tours we offer this year; please read through this list and you can sign up for
the tour of your choice on Monday, May 9th. The tours will take place in the morning so we will expect to be back around 13:00 at the latest, but please do check that your travel schedule allows you to participate in the tour. The tours are free with the exception of the wine tour, where small fees (50 rands) are charged if you want to taste some wines. Tour M’hudi Wines
Visit M’hudi Wines, one of the first black‐owned wine farms in the country. Diale and Malmsey Rangaka will welcome you to their
family‐owned winery, where you can taste the wines (for a charge of 50 rands per person) and find out more about their business.
Visit Hygrotech seed company
Organized for those with an interest in the seed industry, this field tour features a visit to Agricol, a local seed company, to learn about the operations of the company and the workings of the South African seed sector.
Visit a fresh produce processing centre – Farm Secure Farm Secure is a dynamic agricultural company whose units are represented
across the entire agricultural value chain. Visit one of Farm Secure’s processing facilities where 30 fresh produce lines, which include both vegetables and fruit products are sourced, prepared and packed, and learn the workings of this accredited packhouse facility.
Making Markets Matter 2012