FROM ANT TO TABLE MARKETING CHANNELS AND SELLING PROPOSITIONS FOR AFRICAN MANGO AND CASHEW NUTS PRODUCED BY MEANS OF WEAVER ANTS

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Jeremy Lane
7 years ago
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Kathrine Nørgaard-Hansen & Jessica Aschemann-Witzel, John

1 FROM ANT TO TABLE MARKETING CHANNELS AND SELLING PROPOSITIONS FOR AFRICAN MANGO AND CASHEW NUTS PRODUCED BY MEANS OF WEAVER ANTS Kathrine Nørgaard-Hansen & Jessica Aschemann-Witzel, John Thøgersen, Lars Esbjerg Marketing & Sustainability group & MAPP præsen TATION

2 BACKGROUND Fruit fly: cause major reason loss in fresh fruit yield, lead to import ban in Europe/US Weaver ant populations can control fruit flies equalling the effect of pesticides, while at the same time cheaper and compatible with organic certification Indications that yields increase 4-5 times (vs. no pest control) Ant larvae can also be used as protein source for humans

while at the same time cheaper and compatible with organic certification Indications that

3 AFRICAN MANGO AND CASHEW How many ants exist, compared to the human population?

4 BACKGROUND Increase in organic food demand Substantial supply of (organic) plain dried mango and pure cashew nuts, but relatively few processed products on offer High entry barriers for African producers to gain access to European markets: certification, transportation, food safety regulations, market concentration and retailer as gatekeepers

entry barriers for African producers to gain access to European markets:

5 BACKGROUND Economic market opportunities for African products Social development options local and small-scale Environment pesticide-free and ecological pest-control

6 PROJECT Increasing value of African mango and cashew production Financed by DANIDA, Coordinated by AU, Department of Biological Sciences Partners in Benin, Tanzania, Australia Aim: knowledge transfer, development of product, supply chain & market

Biological Sciences Partners in Benin, Tanzania, Australia Aim:

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10 AFRICAN MANGO AND CASHEW Where is Benin and Tansania?

11 WP 4 ACCESS TO EXPORT MARKETS Assess the market situation for organic cashew nuts and mangos (in Germany and Denmark) Identify the most promising marketing channels Develop a guide for establishing links along the supply chain Build export market knowledge and marketing capacity in Benin and Tanzania

marketing channels Develop a guide for establishing links along the supply

12 WHY DK AND DE Denmark highest market share for organic products Mainstream grocery retailers (discounters, supermarkets and hypermarkets) main marketing channel Germany largest market in terms of volume in Europe Organic foods (still) mainly sold through specialised channels 12

hypermarkets) main marketing channel Germany largest market in terms

13 WP 4 TASKS 1. Desk research on market situation, certification schemes, marketing channels for unprocessed and processed mangos and cashew nuts 2. Store visits to 4 to 5 stores of different type (fair trade, discounters, supermarkets, health food stores, etc.) in DK/DE to examine assortment, origin, certification, prices, etc. 3. Marketing channels study and institutional environment along the supply chain via 6-8 expert interviews per importing country and 2-3 per exporting countries 4. Focus group discussion with 8-12 consumers in each country to study consumers knowledge and interest in products (Cashew and Mango from Africa) and trust in different certification schemes

) in DK/DE to examine assortment, origin, certification, prices, etc. 3.

14 WP 4 RESULTS 1. Desk research 2. Store visits 3. Marketing channels 1. Focus group 1. Barriers in local infrastructure, organic certification, supply chain organisation, quality. Little local processing, international competition. 2. DE greater assortment of processed products than DK, few African suppliers, no producers from Benin/Tansania 3. Interviews conducted 4. Focus groups conducted

Little local processing, international competition. 2.

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17 AFRICAN MANGO AND CASHEW Which part of the plant does the Cashew come from?

18 the total number of individual ants alive in the world at any one time is between one and ten quadrillion (short scale) (i.e. between and ). According to this estimate, the total biomass of all the ants in the world is approximately equal to the total biomass of the entire human race. Also, according to this estimate, there are approximately 1 million ants for every human on Earth. 18

quadrillion (short scale) (i.e. between 10 15 and 10 16 ).

Analysis of through-chain pricing of food products (Summary version) Freshlogic 24 August 2012

Analysis of through-chain pricing of food products (Summary version) Freshlogic August 0 Introduction Objective This document has been prepared by Freshlogic as an internal briefing paper for Coles on