Agriculture Reference
In-Depth Information
3.3.5 Tools for market development
With effective product development and marketing, indigenous fruits may
increase income, as they can be sold easily in local markets. If these perishable
underutilized fruits are processed into shelf-stable products at the commercial
level, growers can obtain greater financial returns, with additional benefits for
those engaged in adding value.
The potential market for indigenous fruit products in India has been
summarized by Lobbezoo and Betser (2006). Many of these fruits have high
medicinal value and have considerable marketing potential. The high
nutritional value and medicinal properties of some fruits can be exploited by
producing products for niche markets, such as health foods or natural products.
Several products have been developed in some countries from a range of fruits
with high medicinal values, such as baobab, jujube and emblica (Parmar and
Kaushal, 1982; Pareek, 2001; Sidibe and Williams, 2002).
Suppliers, which includes growers and collectors, have low bargaining
power because they enter a highly competitive market with many substitute
products, i.e. the same kind of product but from other fruit, where larger brands
already have their place. Branding and targeting specific markets both seem to
be very important and both require capital input. The potential for providing
semi-processed products, such as pulp, to the competitors is probably greater
than full processing by the suppliers themselves. In countries where competing
substitute products are already available, manufacturers need to make potential
buyers aware of the extra value of their products in enhancing health or beauty
or saving time (Lobbezoo and Betser, 2006).
3.3.6 Developing information systems
Access to information for the utilization and improvement of indigenous tree
species is lacking throughout the production pathway. Information can be
presented in different media according to the requirements of the target
audience and the technology available. Each has its merits. As mentioned
earlier, due to the scattered nature of research findings (reports, grey literature,
academic literature), it is often difficult to gather comprehensive information on
a potential crops. However, attempts have been made (by the ICUC and
others) to develop a series of monographs. In addition, the information on
research results should be made available not only to researchers but also to
producers and small-scale processors. It must also be made available in a
suitable format for policy makers, providing correct and targeted information
for those involved in decision making for research, farming and rural
development.
In order to put into practice selection, production, processing and
marketing, it is necessary to provide practical information or advice on the
techniques involved in bringing a product to market through the production
chain. This can be achieved through the distillation of research studies in the
form of a technology manual. It is necessary to summarize relevant research
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