MarketingTOPS Capacity Training

September 20, 2011

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?

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.

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

How can the marketing component be strengthened to

support agricultural and nutritional outcomes?

Step #1Identify value added and

competitiveness opportunities in the marketplace

quantity, quality, timing

Example: Pigeon Pea

Step #2Ensure the crop meets MYAP criteria : 1) Positive impact of the 4 pillars of

food security.2) Passes the “do no harm” test.

Step #3Identify Up-grade Priorities

1. Start with the Value Chain.Examine each step-

inputs, production, post harvest, marketing

Step #4Indentify tool kit intervention options to support the chain

1. Technical assistance2. Innovation funding3. Linking VC actors4. Linking to other MYAP Components

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

• 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

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.

Why

Marketing