Download pakisama marketing presentation organic rice

Marketing Experience
Small Rice Farmers in
the Philippines
Dennis Prince Y. Germano, DBA
Enterprise Development Officer
Pambansang Kilusan ng mga Samahang Magsasaka
(PAKISAMA), Inc., Philippines
Profile of Marketing Initiative
• Farmers involved: 1,092
• Towns: 51
• Volume: 275.3 MT (about 30%
organic)
• Marketing partners (NGOs,
Coops, local traders, processors)
• Brief history (will relate story)
• Present status:
–Enhancing production
–Improving packaging
–Prospecting
• Management structure:
–Independent staff and line
–Affiliates of PAKISAMA, Inc.
Philippines
Enabling Factors
• Marketing arrangements with
alternative trade groups
(e.g.UMFI, NATCCO, etc.)
• Availability of niche markets
(organic, brown, and glutinous
rice)
• Local demand; not enough supply
Hindering Factors
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Land tenure
Inadequate infrastructure (FMR, etc.)
Lack of post-harvest facilities
Limited capital resources
Inadequate business knowledge and
technical know-how
• Absence of organic certification
Lessons Learned/Insights
• Health conscious, rich people buy
organic rice
• Most farmers buy “inferior” grade
rice from NFA
• Absence of organic rice
certification bars market
penetration
• Rationalize production and
marketing costs
• Study market dynamics
• Innovation and continuous
improvement in agricultural
production is necessary
Challenges and Opportunities
• Climate change
• Changing trade liberalization
• Changing lifestyles and healthconsciousness
• Inadequate infrastructure
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Population growth
Governance
Market-driven systems
Supermarkets replacing local
markets
Recommendations
• Institute policy reforms to enhance
agricultural competitiveness and
support marketing initiatives
• Integrate strong business
orientation to rice farming
• Strengthen consolidation of
producers to establish economies
of scale
• Maximize arable lands for
growing other cash crops
• Train and coach farmers on
“agriprenuership”
• Create off-farm income
opportunities
Intervention/Support Needed
(National Level)
Type of Support
Technical
Marketing
Policy
Provision of common service
facilities, technology transfer
Market matching, promotions, valueaddition, consolidation
Access to capital resources; trade
incentives; enabling conditions set by
the government
Intervention/Support Needed
(Regional Level)
Type of Support
Technical
Marketing
Policy
Information and knowledge sharing;
organic certification
Co-marketing
Structural adjustment in the ASEAN
region
Thank you!