Making Markets Matter – Training with a Difference

Somerset West, South Africa ~ May 6-11, 2018

The 2018 MMM program participants and facilitators

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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: Cornell University, the Western Cape Department of Agriculture, The Agricultural Development Agency (South Africa), 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: Helette du Toit

For photos of the program, visit:

https://www.flickr.com/photos/mminc/collections/72157695694469331/

Please refer any questions related to the Making Markets Matter program or this report to:

Krisztina Tihanyi

~Chief Operating Officer~

Market Matters, Inc.

401 S. Albany Street Ithaca, NY 14850

www.marketmattersinc.org kriszta@marketmattersinc.org

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The eighteenth Making Markets Matter (MMM) agribusiness education program was held at the Lord Charles Hotel in Somerset West, South Africa, on May 6-11, 2018. The goal of this annual program is to increase the capacity of African agribusinesses to meet the ever-growing demands of today’s global food system. Including this year’s program, the MM Inc. has trained over 2,500 participants from agribusiness firms, business development services, nongovernmental organizations, government departments, and donor agencies. After sixteen 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 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 exhibit products and services during the MMM Product Expo. • A chance to improve key management skills in the areas of strategy, marketing, finance, and human

resource management. • • High-quality training materials, which participants may share with colleagues or employees.

Opening the classroom sessions with interactive icebreaker - drumming - by the Drum Café.

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The 2018 program hosted 45 participants from 13 African countries. Forty-four (44%) of these participants were women. A wide range of agribusiness industries from animal husbandry to farming to value-addition were represented. Facilitators and guest speakers came from six countries (Botswana, Ghana, Kenya, South Africa, the USA, and Zimbabwe/Australia) and represented 10 different institutions (Table 1).

Table 1: MMM 2018 facilitators and guest speakers (grouped by affiliations)

Last Name First name Affiliation Based in: Are of expertise/role:

Educational Institutions

Christy Ralph Cornell University/MM Inc. Ithaca, NY, USA Strategic thinking

Karaan Mohammad Stellenbosch University Stellenbosch, S. AFRICA Supply-chain mgmt.

Kiiti Ndunge Cornell University Ithaca, NY USA Communications

Mabaya Edward Cornell University/MM Inc. Ithaca, NY, USA Marketing

Matanda Margaret University of Sydney Bus. School Sydney, Australia Competitor Analysis

Othata Onkutlwile University of Botswana Gaborone, BOTSWANA Finance

NGOs/Gov’t

Enqvist Amanda Market Matters Inc. Ithaca, NY, USA Program coordinator

Kandiwa Vongai CIMMYT Nairobi, Kenya Gender/Family bus.

Mugoya Mainza Market Matters Inc. Nairobi, KENYA Agric. Economics

Tihanyi Krisztina Market Matters Inc. Ithaca, NY, USA Program Coordinator

Private Sector

Murungi Kellie Lattice Consulting, Ltd. Nairobi, Kenya Financial Mngmt

Ondeng Pete LEAD Africa Nairobi, Kenya Leadership

Opoku Francesca Solution Oasis, Ltd. Accra, Ghana Case Study rep.

Orono Christine People Insights, Ltd. Nairobi, Kenya Human Resources

The educational program was engaging and interactive. On Monday morning the program opened with a lively drumming session led by the Drum Café, setting the energy level for the week. During the next four days the daytime sessions focused on four key areas of business training: marketing, strategic planning, financial management, and human resource management. Key concepts were illustrated through the use of a live case study: Solution Oasis, Ltd., a Ghana-based company that produces and sells beauty products made from shea butter and other natural ingredients. The company’s founder and CEO, Francesca Opoku was on hand to provide information about the company.

Additional presentations included sessions on business communications, leadership, risk management, and family business. On Wednesday afternoon, the program featured parallel Business Clinics on competitor analysis, financial management, and a session for seed company representatives that included a presentation by QualBasic Seed Company. In addition, the 2018 MMM program welcomed the inaugural group of MMM Fellows, a new program designed to support select agribusiness enterprises to improve their productivity and reach through a 3-year program of networking, training, and mentorship activities.

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World class facilitators and guided small group work – two hallmarks of MMM programs.

In addition to the daytime sessions, the program featured evening programs that provided an ideal atmosphere for informal networking. On Sunday, the program started with an opening reception, giving participants and facilitators the first opportunity to interact. On Tuesday evening participants were treated to a dinner at Seven Sisters Winery in Stellenbosch, where they listened to evening speaker Dr. Elroy Goliath, Group Executive: Supply Chain at Pioneer Foods, South Africa’s second largest food manufacturer.

A few years ago, the program successfully introduced a Product Expo, providing a platform for participating agribusinesses to showcase their products. In 2018, about 15 companies/organizations displayed their products and/or information about their products, which included honey, shea and coconut oil beauty products, essential oils, wine, cereals, seeds, and more. The displayed products received an enthusiastic response; companies with products to sell had a successful day at the Expo!

Scenes from the 2018 MMM Product Expo

The week’s program concluded with the Closing Banquet on Thursday, which was jointly sponsored by the Department of Agriculture – Western Cape, and the National Agricultural Marketing Council. Invited guests represented the South African agribusiness sector, including the National Agricultural Marketing Council, The Western Cape Department of Agriculture, and 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 2018 award went to Eric Ndonye Ngumbi, Director of Projects and Marketing at Mulleys, a family-owned and operated supermarket chain in Kenya. On Friday, participants also had the opportunity to attend one of three optional post-workshop tours: Agricol (a South African seed company) and Thokozani Wines. MMM Fellows participated in a separate trip to Tin-Pac, a South African SME that manufactures metal packaging products.

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The evaluations indicate that overall the program was enthusiastically received, and participants rated it as highly successful. The topics covered were 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 applicable presentations and that the learning environment was conducive to discussions and debate as well as networking.

Tour of Agricol (seed company)

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ERIC NDONYE NGUMBI - THE 2018 AFRICAN AGRIBUSINESS ENTREPRENEUR OF THE YEAR

Eric Ndonye is Director of Projects and Marketing for Mulley’s Supermarkets, a family-based business in Kenya. Mulleys currently operates seven branches and engages local farmers by supporting and facilitating ways of integrating them into the value chains. In particular, Mulleys provides an outlet for farmers to market their produce.

In his capacity as Director, Eric is responsible for the growth and

the expansion of the Mulleys chain of supermarkets, identifying new markets for the company and spearheading the building and integration of digital systems at all the branches. He is also part of the the company’s Management Board, which provides strategic direction and leadership for expanding the business. In this capacity, Eric often represents the company abroad, among other places in China and the United Arab Emirates. Eric is also in charge of Mulleys’ Corporate Social Responsibility Department, which organizes the annual Mulleys Marathon to raise money for HIV/AIDS orphans in the communities where the company operates.

In addition to his busy schedule at Mulleys, Eric serves as Chairman of the Board and a member of two local schools, where he is in charge of the development of the school and student mentorship. He also mentors new businesses and startups. Eric has a degree in Electrical Engineering from the University of Kansas in the USA.

To read more about the company, visit: http://www.mulleys.co.ke/ .

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Profile of Participants The program drew 44 participants from diverse geographic and occupational backgrounds. Participants came from 13 countries, represented producers (29%), processors, (17%) seed companies (10%), government (18%), NGOs (17%), education/research organizations (7%), and other (2%).

Figure 1.

Country Number of Participants

Ethiopia 1

Guinea 1

Kenya 1

Malawi 3

Mali 1

Nigeria 1

Senegal 1

South Africa 26

Tanzania 1

Togo 1

Uganda 1

Zambia 3

Zimbabwe 3

Total 44

Figure 2: Countries represented in MMM18 (shaded in brown)

Men55%

Women45%

Participants by gender

Men Women

30%

30%

16%

4%

20%

Participants by sectpr

Agroprocessor

Producer

Government

NGO

Seed company

APPENDIX 1: PROGRAM

Making Markets Matter 2018

Sunday, May 6 OPENING VENUE

16:00-17:30 REGISTRATION Pre-Assembly Area

18:00-19:00 Welcome by MMM Team

Cocktail Reception Garden Terrace Restaurant

19:00-20:00 DINNER Garden Terrace Restaurant

Monday, May 7 STRATEGY MATTERS 8:30–10:00 Welcome and Introductions – Ralph D. Christy/Ice-breaker by the Drum Cafe Somerset Suites 1 & 2 10:00-10:30 TEA BREAK 10:30-11:00 Case Study: Solution Oasis Ltd. (Ghana) – Francesca Brenda Opoku Somerset Suites 1 & 2 11:00-13:00 Strategic Management - Ralph Christy & Margaret Matanda Somerset Suites 1 & 2 13:00-14:00 LUNCH Garden Terrace Restaurant 14:00-15:00 Case Study Analysis Break-out rooms 15:00-16:00 Case Study Analysis and Presentations Somerset Suites 1 & 2 16:00-16:30 TEA BREAK 18:00–21:00 Flex time (Stellenbosch, Somerset Mall, beach, etc.) ~ Dinner on your own.

Tuesday, May 8 MARKETING MATTERS

8:30 – 10:00 Business Communication – Ndunge Kiiti Somerset Suites 1 & 2 10:00-10:30 TEA BREAK 10:30-11:00 Case Study: Solution Oasis Ltd. (Ghana) – Francesca Brenda Opoku Somerset Suites 1 & 2 11:00–13:00 Marketing Management – Edward Mabaya Somerset Suites 1 & 2 13:00-14:00 LUNCH Garden Terrace Restaurant 14:00–15:00 Case Study Analysis Break-out rooms 15:00-16:00 Case Study Analysis and Presentations Somerset Suites 1 & 2 16:00-16:30 TEA BREAK

18:00-21:00 Dinner

Welcome by Host Vivian Kleynhans Speaker: Dr. Elroy Goliath (Pioneer Foods, Group Executive: Supply Chain)

Seven Sisters Wine Farm (Bus departs from hotel parking lot at 17:30hrs)

Wednesday, May 9 FINANCE MATTERS

8:30 – 10:00 Financial Management (simulation) – Kellie Murungi, Lattice Consulting Somerset Suites 1 & 2 10:00 -10:30 TEA BREAK 10:30 – 12:00 Financial Management (simulation) – Kellie Murungi, Lattice Consulting 12:00- 13:00 Managing Your Risk – Onkutlwile Othata 13:00 -14:00 LUNCH Garden Terrace Restaurant

14:00-16:00

BUSINESS CLINICS/OFFICE HOURS: Competitor Profiling and Capability Analysis – Margaret Matanda Financial Management – Kellie Murungi, Lattice Consulting Session for MMM Fellows – Ndunge Kiiti Session for SODP (Seed Companies) – Mainza Mugoya

Somerset Suites 1 & 2 and breakout rooms

AFTERNOON Flex time (Stellenbosch, Somerset Mall, beach, etc.) ~ Dinner on your own.

Making Markets Matter 2018

WE THANK OUR SPONSORS:

Thursday, May 10 PEOPLE MATTERS

8:30 – 10:00 Family business – Vongai Kandiwa Somerset Suites 1 & 2

10:00 -11:30 MMM Product Expo

(TEA BREAK Vergelegen

11:30-13:00 Human Resource Management – Christine Orono Somerset Suites 1 & 2 13:00 -14:00 LUNCH Garden Terrace Restaurant 14:00 -15:30 Leadership – Pete Ondeng Somerset Suites 1 & 2 15:30 -16:00 Synthesis and summary/ End-of-program evaluation Somerset Suites 1 & 2 15:00-15:30 TEA BREAK

18:00-22:00

CLOSING BANQUET

Presentation of the African Agribusiness of the Year Award: Presentation of the Making Markets Matter 2018 Certificates

Presentation of the Agricultural Professional Fellowship Program Certificates

Sponsor: Western Cape Government - Agriculture

Somerset Suites 1 & 2 (Lord Charles Hotel)

Friday, May 11 POST-WORKSHOP TOURS (optional)

8:30-12:00 1. Agricol (seed company) 2. Thokozani Wine

Meet in the hotel lobby at 08:30hrs