REFERENCES ON ENTERPRISE DEVELOPMENT AND MARKETING OF AGROFORESTRY PRODUCTS ( 11/9/03 )

This list has been compiled by Steve Franzel, ICRAF, P.O. Box 30677, Nairobi. Sylvia Mlolo assisted in compiling the notes on each reference. Copies of articles are available from Anand Aithal, ICRAF’s new Marketing/Enterprise Specialist, who is taking over from Steve the responsibility for updating this list and distributing copies. Anand’s email address is Most of the ICRAF articles are available electronically. We are sorry that we cannot send copies of the books that appear on the list, for obvious copyright reasons! Books need to be ordered from the publisher. Publications from CIAT, FAO or other organizations can be ordered directly from these organizations; their email addresses are given below. Finally, please let Anand know of other works, especially those produced by ICRAF staff or partners, that should be included in this list.

Theory and principles (Don’t ignore this section, an understanding of marketing theory is critical!)

Kotler, Philip. 1980 Marketing management. Analysis, planning and control. Prentice Hall 708p. (book) This is a goo d , very readable basic undergraduate-level textbook on marketing. Topics include understanding marketing management, analyzing marketing opportunities, planning marketing strategy, assembling the marketing mix, administering marketing programs, and special marketing topics.

Tomek, W. and Robinson, K. 1972. Agricultural Product Prices. Cornell University Press. (190 pp) (book) This is a postgraduate-level textbook. Chapters include principles of price determination, price differences and variability, pricing institutions, and empirical price analysis.

Methods, approaches, reviews, and manuals

Betser, Liz 2001. Marketing Surveys. Lecture note. In: Tree domestication in Agroforestry module 2, session 4. ICRAF. The author discusses rapid reconnaissance which is useful when identifying system dynamics, linkages and overall problems.

Dewees, P.A. and Scherr, S.J. (1996) Policies and markets for non-timber tree products.

Environment and Production Technology Division Discussion Paper No. 16. International Food Policy Research Institute, Washington, D.C. Sections include: Why we know so little about NTP markets, Markets for NTTPs and the Conservation of Forests, Enhancing rural household welfare through participation in NTTP markets, Facilitating the operation of NTTP Markets, and Priorities for NTTP market Research.

Fellows, Peter, Franco, Ernesto, and Rios, Walter. 1996. Starting a small food processing enterprise. Intermediate Technology Publications, London. www.itdgpublishing.org.uk/books.htm This book is intended as a training aid for extension workers and small enterprise development organizations and anyone else involved in rural and urban development programmes. Topics include, entrepreneurship, selecting a food product, need for a business plan, planning for production and setting up and operating the business. Note: it is a simplified book and can be easily understood.

.Fellows, Peter, 1997. Traditional foods: Processing for profit.. Intermediate Technology Publications, London. www.itdgpublishing.org.uk/books.htm Part 1, entitled Processing Stages, is 26 pages long and discusses building, equipment, sanitation, hygiene, raw material supply, processing methods, storage, and quality assurance. Part 2 is 180 pages long and includes recipes for different products including cereals, legumes, fruits, vegetables, root crops, honey, syrups, nuts, oilseeds, meat, fish, dairy, herbs, spices, and oils.

Franzel, S. and Denning, G. 2000. Cornerstones for market interventions that improve smallholder livelihoods. Proceedings of an international workshop. 16-17 September 1999. ICRAF, Nairobi. At the workshop marketing specialists and ICRAF staff agreed on the nine cornerstones for developing marketing to help farmers and other partners improve their income. These included: process facilitation, local and institutional capacity, strategic partnerships, market information systems among others. A main theme was that ICRAF needed expertise in agribusiness development and marketing research to be effective in the marketing area.

Goetz, S. and Weber, M.T. 1986. Fundamentals of price analysis in developing country food systems: a training manual. Working paper no. 29. Dept. of Ag. Economics, Michigan State Univ. East Lansing, MI, USA. Topics include using plots and graphs to understand and assess price data, organizing and presenting time series data, marketing margin analysis, seasonal analysis, correlation analysis, analysis of storage margins, and pragmatic approaches to assessing previously collected data.

GTZ-PhAction, 2000, Linking farmers to markets. Proceedings of PhAction Seminar 12. 7 June 2000, GTZ Eschborn, Germany. 51 pp. Sections include the concept of agribusiness in rural development, trade and development, linking farmers to markets, quality of agricultural products, improvement of service delivery, agro-food chains, and post-harvest systems.

Holding, Christine. 2001. Market analysis and development. Lecture note. In: Tree Domestication in Agroforestry Module 2, session 4. ICRAF. This paper discusses the three dimensions of market analysis : technical, institutional and economic dimensions. The author discuss es participatory approaches in market analysis, resource sustainability and where and when to conduct market analysis.

Holtzman, John S. 1993 Operational Guidelines for rapid appraisal of agricultural marketing systems AID R&D /EID project 936-5447. The author has divided the guidelines into three different phases namely, preparation, information gathering and formulation of findings. In these phases he discusses issues such as initial visits, recruiting rapid appraisal team, mobilizing fieldwork, conducting field surveys, drafting reports among other topics.

Lecup, Isabelle and Nicholson, Ken. 2000 Community-based tree and forest product enterprises: market analysis and development. Forest, Trees and People Program. FAO. Request a free copy from Th is publication is a series of manuals for facilitators who assist local communities in conducting m arketing analysis and development . It discu s s es how to assess the existing situation, identify products, markets and means of marketing , and plan enterprises for sustainable development. A main theme is the four areas of enterprise development : market economy, resource management, social/institutional issues, and science and technology. A case study from remote areas of central Vietnam is also presented.

Neumann, R.P. and Hirsch, E. 2000. Commercialization of non-timber products: review and analysis of research. CIFOR, Bogor, Indonesia. (Request from for a free copy). {Book} Chapters include : socio-political aspects of non-timber forest products , commercialization, economic considerations, management issues, ecological aspects and directions for future research.

Ostertag, Carlos F. 1999. Identifying and assessing market opportunities for small rural producers. Tools for decision making in natural resource management, No.7 CIAT, Cali, Colombia (request from ). The manual helps facilitators to promot e m arket orientation among rural small-scale producers, to diversify agricultural production and to detect opportunities for traditional products in rural economies. Sections include designing and executing a rapid market survey, assessing and selecting market options, and designing integrated product solutions.

Participatory Learning and Action PLA Notes 33 October 1998. Understanding market opportunities International Institute for Environment and Development, London (request from ). This is a series of several articles on subjects such as market mobility and business planning. This set of notes discusses investigating local markets using PRA, understanding market mobility, participatory budgets and planning land-based enterprises.

Scott, Gregory, J. 1995 Prices, Products and People. Analyzing agricultural markets in developing countries. International Potato Center CIP. (Book) 493pp. The book presents applied methods for data collection and analysis . Sections include field methods for subsector analysis, field methods for market analysis , price analysis and models for market analysis.

Wheatley, C., Scott, G.J., Best, R. and Wiersema, S. 1995. Adding value to root and tuber crops: A manual on product development. CIAT Publication No. 247 (request from ). Topics discussed include approaches to product development, identification and screening product ideas, and case studies on product development projects in various countries.

Case studies of enterprise development and marketing research

Betser, L. Mugwe, J., and Muruiki, J. 2000. On-farm production and marketing of high-value tree products in the central highlands of Kenya. In: A.B. Temu et al. (eds) Off-forest tree resources of Africa proceedings of a workshop held at Arusha, Tanzania. The African Academy of Sciences. pp. 227-241. Reports the results of surveys on timber, fruit, and medicinal tree production and marketing.

Betser, L. 1999. Rapid reconnaissance marketing survey of Tamarind in Kenya. The objective of this survey was investigating the operation of the Tamarind market from producer to exporter in Kenya , focusing on Tamarind production in Tharaka and marketing in Mombasa . The fieldwork consisted of tracing market channels by visiting markets where t amarind was sold and interviewing key informants.

Ham, Cori, 2003. Background report on indigenous fruit commercialization activities in selected SADC countries. Prepared for ICRAF Southern Africa Regional Program. Commerical Products from the Wild Consortium, Matieland, South Africa. Reports on the way forward for developing indigenous fruit commercialization in southern Africa including fresh fruit trading, indigenous fruit processing, and commercial indigenous fruit processing.

Kaaria, Susan 1998. The economic potential of wild fruits in Malawi. PhD thesis, University of Minnisota. This thesis describes the production, marketing, and consumption of Ziziphus Mauritania. It examines the constraints farmers face and assesses opportunities for domestication and marketing.

Magcale-Macandog, D.B., Menz, K., Rocamora, P. M., and Predo, C.D. 1999. Smallholder timber production and marketing: the case of Gmelina arborea in Claveria, Philippines. International Tree Crops Journal, 10:61-78.The respondents of this study were farmers and sawmill operators. Topics include, research methods, market structure, cost and returns analysis, ecological benefits and lessons learned.

Mithofer, Dagmar and Waibel, H. 2002. Socioeconomic factors in the collection and use of indigenous fruits in Zimbabwe. Paper presented at the Southern Africa Agroforestry Conference, Warm Baths, South Africa. Assesses the production, use, and consumption of indigenous fruits in Chirumanzu District , Zimbabwe . Topics include socioeconomic factors influencing sales of fruit, gross income from indigenous and exotic fruits, role of indigenous fruits in times of food shortage, and labor productivity.

Mander, Myles 1998. Marketing of indigenous medicinal plants in South Africa: A case study in Kwazulu-Natal. FAO, Rome. This report investigates the economic feasibility of cultivating high value medicinal plants for local medicinal markets with a focus on; production, potential and costs of cultivating important indigenous medicinal plants. It also describes demand, supply, current marketing practices, and limitations of the medicinal plant market.

Ndoye, O., Perez, R.M., and Eyebe, A. 1998. The markets of non-timber forest products in the humid zone of Cameroon. Rural development forestry network. Network paper 22c.Importance of non-timber forest products {NTFP’s} is assessed by estimating the quantity which is marketed and also by comparing traders’ marketing margins; NTFP’s are seen as a source of employment and income for both gatherers and traders in this region.

Opanga, Paul S. 2000. Emerging markets for Grevillea robusta farm timber in Igoki and Ntakira Locations of Meru Central District. Forestry Action Network and District Agriculture and Livestock Office, Meru. The aim of the study was to asses the Grevillea marketing structure, role of key players involved in marketing of this timber, assess factors that hinder the success of Grevillea and its potential and to determine ways of improving its marketing to enhance farmers’ income.

Ramadhani, Tunu and Schmidt, Erich 2002. Marketing analysis of Uapaca kirkiana indigenous fruits in Zimbabwe. Paper presented at the Southern Africa Agroforestry Conference, Warm Baths , South Africa . Assesses market structure, conduct, performance, and institutional issues from production of Uapaca kirkiana in Murehwa and Gokwe districts through to marketing in Harare.

Russell, Diane 2002. Moving ahead with market-oriented agroforestry in western Kenya: Outcomes and ideas from the 29-31 January 2002 workshop in Kisumu. ICRAF, Nairobi. This workshop brought together a range of stakeholders including private sector buyers and sellers, NGOs, government services, and farmer organizations. The objective of the workshop was to exchange experiences and learn about the demand for agroforestry products. Participants proposed creation of a market information system on profitable trees for smallholders and details are provided on this initiative.

Ssemwanga Centre 2003 Assessment of Market Potential for selected tree fruits in Uganda

FORRI/ICRAF-Agroforestry Research and Development Program. Kampala. Assesses the potential for producing apples, pears, and peaches locally to substitute for imports of these fruits from South Africa . Also assesses the potential for exporting avocado, mango, lychee and dried fruits. Topics include supply channels, consumption patterns, quality requirements, processing, and constraints of various stakeholders including producers, traders, processors, supermarkets, and exporters.

Wells, Jill. 2000 Construction Wood markets in Tanzania. Competing demands for renewable natural resources in the context of rapid urbanization. South Bank University/EU. This study examine s patterns of demand for construction wood in cities, assessing structure and dynamics of the construction wood markets and sustainability of current exploitation of wood for urban markets Methods include tracing supply chains for hard wood and softwood , surveying urban consumers and interviewing key informants in communities in the wood extraction areas.

Wells, J. Syagga, P., Shao, I., and Lonner, G. 1999. The construction wood market in Mombasa: Introduction and summary of research findings. South Bank University, London. The authors assess users of construction wood, supply chains, primary processors and resource supply.

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