Overview and Methodology
Overview
For farmer organizations to be commercialized it requires strategic approach to understanding market dynamics, segments and trends within the marketing environment that the commercial farming enterprises would have to operate. Formal markets form an integral segment of the market and are characterized by various parameters that need to be well appreciated and considered by smallholder commercialization facilitators as well as the farmers themselves.
Objectives: At the end of the module the trainees should be in a position to;-
- Identify and prioritize the various categories of formal market buyers for linkages with target smallholder commercial farmer organizations.
- Understand and the trade dynamics required for engagement with formal buyers
- Understand the process of engaging formal buyers and apply it
- Form strategic business partnerships with formal buyers within structured trading systems
Methodology and Approach
The trainer will be required to apply a variety of techniques in delivering this module in order to enhance knowledge dissemination, understanding, retention and practical application by the target beneficiaries. The methodologies are as elaborated under;
Mini-Lectures: Training material content will be disseminated through Focused group discussions combined with lecture method that has content in visual images such as photos, graphical presentations and animation. The mini-lectures should be kept short at an average of 40 minutes with 10-15 minutes for questions and response sessions. The trainer should ensure that lectures are not consecutive by integrating a diversity of other methods of training in / and between the lectures.
Corporate Management (Company Module) :The company module approach is to be used as a tool to facilitate the participants understanding of how corporate organizations do business bearing in mind that they operate in an increasingly competitive environment. This is because market-led community commercialization is highly benchmarked to private sector approaches in business. This tool should be used to keep the participant in collective action to engage ‘formal buyers’ and interact with other actors in the ‘value chain’ as well as keep the training forum alive and highly participatory.
Case Studies: Relevant case studies should be well selected and used to help the participants learn from practical examples thus making the learning process relevant, simple and well understood. Aspects of focus should be;
- Smallholder farmer organizations / cooperatives successfully trading with key formal buyers ( processing companies, supermarkets)
- Quality and other product specifications requirement by some identified key buyers of agricultural commodities
- Business partnerships
Role Plays : The trainer should engage the participants in role playing various aspects of agro-trading with formal buyers; a dramatized process with the trainer guiding the process while allowing the exercise to be highly participatory. Role-plays are aimed at depicting the practical aspects of the various lessons learnt. They are simple tools that can also be used when engaging in training / building the capacity for smallholder communities.
Group Discussions: Participants will also be involved in a series of group works through the ‘company module’ approach and other formations. The group assignments enhance exchange of diverse experiences and ideas among the participants.
Visual Aids :Visual aids and electronic equipment including charts, illustrative diagrams, and video clips/documentaries will be used to enhance of the training process as well as harness retention.