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PMCA        

Participatory Market Chain Approach for Agricultural Biodiversity

Unleashing the value of native crop diversity

We use participatory methods and tools to identify and promote value chains for native fruit species and varieties that have unique characteristics and sales potential. The purpose is to create income and direct benefits for custodians of tropical fruit tree diversity so that they continue to maintain globally important genetic resources.

 Not all species have market value and the challenge is to identify locally found species that have:

·         High value for distant markets

·         High value for local markets

·         Limited market value but high use value

·         Limited use value but high optional or future value (requiring a conservation strategy)

* Numbers are estimate of number of mango varieties from India 

How do we identify marketable species?

To open the treasure box of crop diversity we use 12 steps to guide our value chain activities:

1.      Conduct Four Cell Analysis to identify common, rare and unique fruit species and varieties

2.      Participatory identification of Crop Attributes based on traditional uses to evaluate local diversity on promising market traits and to identify potential products

3.      Joint assessment of potential products and markets by Impact Filter with farmers and traders

4.      Theatre Play or Sketch to explain the concept of a value chain, demand orientation and the importance of collaboration

5.      Participatory Value Chain Mapping to provide insight into the value chain such as constraints, opportunities or knowledge gaps and monitor the increase in market knowledge

6.      Participatory Market Appraisal to collect market information and identify market trends, consumer preferences, competitive products, niche markets, product requirements, differentiate consumer groups and estimate market potential

7.      Identify collaborating entrepreneurs or potential buyers who are interested to advise or jointly develop and test novel products

8.      Organise value chain platform meetings and workshops to foster collaborations, build trust and establish a shared vision between traders and farmers

9.      Action plan to develop sample products, design the brand and label, develop prototype packaging and test improved processing equipment

10.     Detailed product evaluation by tasting events during trade fairs, workshops or events

11.     Product evaluation by laboratory analysis of biochemical components such as micro- nutrients or vitamins

12.     Develop community-based conservation strategies such as diversity blocks where a selection of all local varieties and species will be maintained, the marking of superior source trees which need to be protected, distribution of saplings or seeds from promising heirloom varieties or the promotion of sustainable harvesting practises in forests.


List of attached files
ID Name desc uploaded Size Downloads Actions
76 doc Outline Market case studies.docx Outline for documentation 28 Feb., 2014 13:05 MYT by h.lamers@cgiar.org 19.27 Kb 574 View Download  
68 pdf 6. Rapid Market Appraisal.pdf Marketing Guidelines 6 Feb., 2014 13:10 MYT by h.lamers@cgiar.org 191.12 Kb 702 View Download  
67 pdf 5. Value Chain Map.pdf Marketing Guidelines 6 Feb., 2014 13:09 MYT by h.lamers@cgiar.org 387.32 Kb 632 View Download  
66 pdf 4. Street Theatre Play.pdf Marketing Guidelines 5 Feb., 2014 20:48 MYT by h.lamers@cgiar.org 510.78 Kb 620 View Download  
64 pdf 3. Private Sector partners.pdf Marketing Guidelines 4 Feb., 2014 21:25 MYT by h.lamers@cgiar.org 205.00 Kb 558 View Download  
63 pdf 2. Impact Filter.pdf Marketing Guidelines 4 Feb., 2014 20:42 MYT by h.lamers@cgiar.org 362.04 Kb 603 View Download  
62 pdf 1. Crop attributes.pdf Marketing Guidelines 4 Feb., 2014 20:41 MYT by h.lamers@cgiar.org 221.62 Kb 622 View Download