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Marketing TOPS 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?.

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Marketing tops capacity training september 20 2011

Marketing

TOPS Capacity Training

September 20, 2011


Marketing tops 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?


Marketing tops capacity training september 20 2011

What is agricultural marketing?

Sell what you can produce?

Produce what you can sell?

It involves the buying and selling or bartering of produce.


Marketing tops capacity training september 20 2011

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


Marketing tops capacity training september 20 2011

How can the marketing component be strengthened to support agricultural and nutritional outcomes?


Marketing tops capacity training september 20 2011

Step #1 agricultural and nutritional outcomes

Identify value added and competitiveness opportunities in the marketplace

quantity, quality, timing

Example: Pigeon Pea


Marketing tops capacity training september 20 2011

Step #2 agricultural and nutritional outcomes

Ensure the crop meets MYAP criteria :

Positive impact of the 4 pillars of food security.

2) Passes the “do no harm” test.


Marketing tops capacity training september 20 2011

Step #3 agricultural and nutritional outcomes

Identify Up-grade Priorities

Start with the Value Chain.

Examine each step-

inputs, production,

post harvest, marketing


Marketing tops capacity training september 20 2011

Step #4 agricultural and nutritional outcomes

Indentify tool kit intervention options to support the chain

Technical assistance

Innovation funding

Linking VC actors

Linking to other MYAP Components


Marketing tops capacity training september 20 2011

Group Work agricultural and nutritional outcomes

The 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


Marketing tops capacity training september 20 2011

  • Participatory Market Systems Development agricultural and nutritional outcomes

  • http://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


Marketing tops capacity training september 20 2011

  • 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.


Marketing tops capacity training september 20 2011

Why multifunctional- agriculture interventions chosen need to be multipurpose and multifunctional.

Marketing