The Challenge of the Market

Abstract

Identifying markets for new or improved products for minor crops threatened with extinction is one critical component of any strategy intended to enhance prospects for sustainable production and use. Typically, however, activities linked to the sustainability of these commodities avoid addressing questions associated with assessing their commercial potential. After a brief review of this avoidance syndrome, this article presents a sample of practical, low-cost procedures to help evaluate the market prospects and procedures for crops like quinoa, while citing references to other methodological materials covering similar topics.

Keywords:

• Marketing channels
• Marketing procedures
• Consumer demand
• Initial market assessment
• Research methods

Acknowledgments

Notes

^fFoodnet http://www.cgiar.org/foodnetis the postharvest network for research and training for East and Southern Africa.

^cFor more information on postharvest technology see Bell, A., Mazaud, F., Muck,O. Guidelines for the Analysis of Post-Production Systems. A joint initiative of the Food and Agriculture Organization of the United Nations (FAO) and the Deutsche Gesellschaft fur Technische Zusammenarbeit (GTZ) GmbH: Rome, http://www.fao.org/inpho.

^dFor information on postharvest issues as relate to roots and tubers see http://www.cipotato.org/market/PostHvst/newposth.htm#Potato.

^eFor specialized information in tropical food processing in Africa and in particular on food processing and commercialization to help small and medium enterprises see Groupe de Recherche et d'Echanges Technologiques (GRET) AgroAlimentaire Tropical-Réseau Technologie et Partenariat en Agroalimentaire (TPA) http://www.gret.org/tpa.

^aSee also methodological guidelines in the website of the Marketing and Supply Group of FAO-Rome: http://www.fao.org/waicent/faoinfo/agricult/ags/AGSM/marketin.htm.

^bSee the World Bank's website for the Guide to Developing Agricultural Markets and Agro-Enterprises: http//wbln0018.worldbank.org/essd/nsf.