PROMOTION CCP:HF/JU 11/4 CCP:HF/JU 11/CRS 3
Background Brief overview of generic promotion Other considerations Implications Points for action
Promotion was one of the seven key areas for priority action (Manila, Philippines, 2009) Potential areas: logo, promotion materials and establishment of a calendar
The cooperative effort to increase demand by producers of products that are more or less similar Aims at increasing the market to benefit producers, while brand promotion aims at increasing the share of the market for a given producer
Agricultural products are homogeneous Need for a commonality of interests, which is easier to achieve in national markets International commonality of interest for jute and hard fibres: resistance to inroads from synthetics
Difficult to define a commonality of interests because: Production involves many smallholders Production and exports range from large industries with public sector participation to individual private sector industries Some producers export and import while others concentrate on the domestic market Some non-producers re-export fibre and products
Focus on impact of economic development on smallholders in the value chain Promotion at holistic utilization to promote a more efficient value chain and improved livelihood
Generic promotion difficult to achieve Diversity of interests of producers and traders Availability of funding Conceptual weaknesses in promoting materials
Research provides basis for promotion: scientifically documented research could be made available to industrial users to employ in their promotion programmes Solid research findings of environmental, sustainability and technical aspects of natural fibres could be used to promote their image
Champions need to articulate points for action on promotion Need for a working group on promotion? Scope of this working group?
Endorse the Future Fibres a logo to be used by producers, traders and manufacturers of these fibres Other possible promotional activities: Media promotion Exhibitions Endorsements