agribusiness masterclass: outcomes report · lucrative market for papaya seed oil in the cosmetics...
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Agribusiness Masterclass: Outcomes Report A summary of outcomes generated by the Agribusiness Masterclass September 2019 Nadi, Fiji. 2nd October 2019 pardi.pacificfarmers.com
Key Objective 3
Program 4
Observations Summary 5
Key Observations & General Outcomes 5
Additional Masterclass Benefits 6
Next Steps 6 Vanuatu 7 Tonga 7
Recommendations 7
Gallery 9
Theme Information 10 Honey 10 AgriTourism 11 Papaya 12 Kava 14 Forestry 16
Appendices 17 1. Program 17 2. Participant List 22 3. Participant Evaluations 23
Logistics 23 Program 24 Planning and Implementation 29 Other Comments 30
Key Objective Increase agribusiness research and development capacity in academia, government,
private and development sectors in Fiji The Fiji Agribusiness Masterclass (AMC) was six days of intensive learning, research activities, site visits and presentations. It gave participants the opportunity to learn value chain concepts in advance, through an online course, and had a learning-by-doing approach where participants conducted value chain research and analysis in small multi-disciplinary teams as a key part of the training. This event complements PARDI 2’s Objective 2 on the theme of identifying market and value chain constraints, opportunities and solutions for selected Pacific products. The Masterclass was facilitated by Craig Johns and Prof Wendy Umberger, of Centre of Global Food & Resources from The University of Adelaide. Craig Johns introduced the masterclass with an introduction to value chains and value chain analysis on Day 1. Prof Wendy Umberger focussed on markets, market segmentation and market research on Day 2. The remainder of the masterclass focussed on participatory active research into the chosen value chains of participants. The full programme is available at Annex 1. The AMC was delivered through a partnership between The University of Adelaide, PARDI 2 Team, and supported by the Pacific Island Farmers Organisation Network (PIFON).
Theme Information This report is structured according to the research themes participants chose as part of the AMC. Each section presents a summary of the initial research presented, including photos of value chain maps, opportunities, constraints, target markets and research outcomes. Honey
● The research team chose to conduct retailer and consumer surveys to better understand the Fiji honey market. The team were very active, interviewing 12 retailers and 20 consumers including interactions with honey vendors in the local market.
● Valuable insights included:
○ Smaller sized and well-branded packaging attracts tourists which allows a much greater price per kilogram return
○ Honey retail products are found in many different and obscure locations within retail stores which is partly due to the threat of theft. Some small merchandising efforts could significantly improve sales.
○ Packaging, labelling and branding all have significant upside in how the Fijian honey industry can be improved and promoted.
○ Local consumers are particularly interested to know the region where the honey is sourced. This marketing angle needs to be explored in further detail.
AgriTourism
● The team used a very valid research approach to combine and analyse various set of secondary research data with primary interviews to represent an array of existing and current case study examples.
● One of the biggest opportunities for this small but rapidly developing industry is to influence government policy so it can cover agritourism land use. At the moment, land use can only be classified as either Agricultural or Tourism and the tourism leasing and licensing arrangements were initially designed for the larger resorts and involve a detailed, lengthy and costly processes that are unsuited to village based applications.
● This research team included representatives from the management of the Nature’s Way Cooperative which owns the treatment facility needed for exports to NZ and Australia and also has membership of most of the Papaya farmers and all the Papaya exporters.
● One of their key insights was the opportunity for a new income stream from their
current seconds papaya which are mainly given away or dumped. Through initial scoping, desktop analysis and key informant qualitative interviews, they discovered a lucrative market for papaya seed oil in the cosmetics industry. A few phone calls to local and Australian cosmetic companies actually generated some real interest in exploring this further and providing samples.
Kava
● This sector has strong local demand and significant potential growth, particularly into export markets.
● Due to the composition of the team, the relevance to the processing company involved in the workshop and the logistics of what was close to Nadi, the group focussed their research effort on a significant constraint and risk in the value chain, which is the supply of kava from villages.
● The semi-structured interviews conducted with farmers focussed on the natural resource currently being grown, capital, technology, the constraints and incentives from a farmer’s perspective and the potential quality and codex guidelines right along the chain to mitigate the risks associated with producing products that are TGA approved in a foreign country.
● The research insights confirmed and enhanced a lot of their existing understanding of how farmers are struggling to find good quality source material to plant and how local demand and high prices is leading to mass plantings with little thought on who they are going to sell to. There are also few examples of contracts between processors and farmers which will make quality certification difficult.
Forestry
● This team collaborated across the other 4 themes to provide insights into their own policy and tree selection process, while offering some practical activities and solutions to the other 4 themes.
● This topic was not part of the original planning but it was good to have the flexibility to allow this type of innovation to our original plans.
Observations Summary Overall, the learning week went really well and achieved the overall outcome of building research capacity, markets and value chain awareness among participants. There were 49 participants, including trainers, resource persons and key note/guest speakers (see Appendix B). The groups were fully engaged and the final presentations highlighted indicate how much effort went into each of the 5 theme projects. The masterclass only started with 4 themes but the Ministry of Forestry morphed into a 5th theme so they could not only focus on their 4 million trees in 4-year program, but also collaborate with the other 4 themes on identifying opportunities and constraints relating to their Ministry. Videos taken during the training will be edited to document the activities and some of the impacts of the training.
Key Observations & General Outcomes Some key observations from this Masterclass which will also be used to feed into the next Masterclass in Tonga and Vanuatu for the Pacific are:
● Theme and participant selection are critical.
● All the themes had significant market opportunities, but the maturity of these sectors differed greatly, which gave some good contrast to the groups research focus, methodology and outcomes.
● The teams comprised of people with good industry knowledge from different perspectives – production, processing, retail and policy. Experience levels also varied between participants which enabled the teams to work quite independently, while still building significant capacity within and between the groups.
● Content for the Tuesday and Wednesday on value chains, value chain analysis and markets, delivered in a ‘lecture style’, was well received.
● Guest presenters also worked really well. They helped break up the training and offered some interesting, relevant and current examples of the theory being discussed.
● The flexible approach employed meant that at the beginning of the week, the facilitators were not entirely sure what direction the research projects were going to head in. Nevertheless, the groups handled this challenge very well, given the time allowed to determine this, conduct the research and present back key insights and
next steps, in the end, worked out extremely favourable. This was one of the strengths of the program.
● Time allocation for presentations on the final day was 20 minutes and 10 minutes for questions and discussion for each of the themes. Each theme took at least 45 mins each, but there was flexibility to allow this and the extra time allowed each of the team members to have their say.
Additional Benefits There were great amounts of benefits and new networks formed that were outside of the AMC initial expectations. Just a few examples included:
● Participants like Susan Pocock who are involved in the very early stages of producing mushrooms were able to begin discussions with the Exec Chef, Lance Seeto and his network of local hotels.
● The Ministry of Forestry team, not only formed the extra 5th theme but they used the other 4 themes to feed information into their tree selection process for the 4 million tree program and even organised tree planting at some of the participant locations.
● The role of Kava in agroforestry systems was discussed and the FijiKava company will present opportunities back to the Ministry of Forestry in the coming week. Kenneth is preparing a scope of work for traceability in FijiKava value chain (including modification of app to be used by Fiji Kavas farmers).
Next Steps Next Pacific Agribusiness Masterclasses: Vanuatu
● Tentatively earmarked for March 2020
● Potential themes: Agritourism, Kava (useful to compare to Fiji), sandalwood, cocoa, beef
Tonga
● Tentatively earmarked for May 2020
● Potential themes: Sandalwood, pearls, coconuts, fresh fruit and vegetables, citrus
Annexes 1. Program WHEN Monday 2nd to Saturday 7th September 2019 WHERE Nasau Resort and Villas, Nadi, Fiji Islands Time Topic Speakers
DAY 1 | Monday 2nd September
Focus: Welcome & Project Preparation
3:00 PM Registration
3:30 PM Welcome and introduction Dr Wendy Umberger (University of Adelaide)
4:00 PM Research & Project Preparation ● Introduce participants to their
other teammates ● Allocate each group their problem /
issue / opportunity to research ● Outline research project activity
Mr Craig Johns (University of Adelaide)
LATE PM Interactive Session Panel discussion, followed by Q&A with experts of four focus areas - honey, papaya, agritourism and kava.
Ms Lavinia Kaumaitotoya | Moderator
Mr Cooper Schouten| Honey
Mr Timote Wainiqabete | Papaya
Ms Marita Manley | AgriTourism
Mr Sanfred Smith | Kava
DAY 2 | Tuesday 3rd September
Focus: Value Chains & Value Chain Analysis
8:30 AM Introduction to Value Chains Refresher, recap of principles based on MOOC | What is value chain thinking?
Mr Craig Johns (University of Adelaide)
9:30 AM Value Chain Analysis ● What is it, why do it and basic techniques? ● Assess the flow of material from input
supply to final consumption. ● What does each individual business do
in effecting the product at each stage in the chain?
● Assess information flows from consumer all the way back to the primary producer.
● At each link in the value chain, explore customer relationships.
● Chain mapping, using local case studies ● Identify blockages / barriers / opportunities ● Identify secondary research required
Mr Craig Johns (University of Adelaide)
12.30 PM Fiji Kava Value Chain Analysis (PHAMA) Guest lecture – Ms Losalini Leweniqila (PHAMA)
2.00 PM Country Assessment of the National System of Agricultural and Rural Statistics in Fiji
Value Chain Analysis cont’ Session includes breaks for morning tea & lunch
Guest Lecture – Ms Amelia Tungi and Mr. Samuela Buadromo (Fiji Bureau of Statistics) Mr Craig Johns (University of Adelaide)
5.30 PM Guest Lecture - The Art and Science of Making it Happen.
Dr Richard Beyer (Food Scientist)
6.30 PM Opening Dinner at South Sea Orchids (take bus) Ms Aileen Burness DAY 3 | Wednesday 4th September
Focus: Markets
8:30 AM Introduction to Markets Refresher, recap of principles based on MOOC | What are the market basics?
University of Adelaide
9:30 AM Market Research ● What is it, why do it and basic techniques? ● Purpose ● Definition of Problem ● Objective setting ● Population ● Research Design ● Instrument design ● Procedure ● Data collection ● Data processing ● Publication ● Analysis ● Reporting and recommendations
University of Adelaide
10 -10:30 AM Morning Tea
11 am 1:00 PM
Tyson Mayr and Elijah Social marketing – tourism experiential travel… Markets & Value Chains Explore how markets integrate with overall value chains
Tyson travel (ecochallenge participants/social media influencers/Instagram /You tube/FB) University of Adelaide
3 PM Guest Lecture – Reimagining Pacific Fisheries and Agriculture, Traceability in Pacific Is Value Chains.
Kenneth Katafono (TraSeable Solutions Pte Ltd)
3:30 PM Breakout Groups / Participants break into groups and collaborate to: ● Conduct desktop research into
allocated theme ● Gather background on the opportunity /
issue ● Develop a Research Plan
Session includes break for afternoon tea
University of Adelaide
DAY 4 | Thursday 5th September
Focus: Research & Site Visits
8:30 AM Breakout Groups Participants break into groups and collaborate to: ● Complete Research Plan ● Develop plan for capturing data. ● Identify and test research instruments
University of Adelaide
11:00 AM Learning from the Survivors: Success factors and constraints for Pacific Agribusinesses
Marita Manley, PARDI2
11:30 AM Breakout groups continued…
12:00 PM Lunch
1:00 PM Site Visits Each group visits businesses and/or chain participants related to their topic of research and conduct their primary research.
Site Partners
DAY 5 | Friday 6th September
Focus: Talanoa & Initial Analysis
8:30 AM Talanoa Groups share experiences around individual site visits and data collection.
Thematic Groups
9:00 AM Site Visits Opportunity for additional site visits and data collection.
Site Partners
12:00 PM Lunch
1:00 PM 2.00 PM
Data Analysis ● Receive tips from instructors on
processing and analysing the raw data collected.
● Breakout into groups to conduct analysis Fanny Fiteli
Session includes break for afternoon tea
The University of Adelaide Mama’s Mushroom brand (Mushroom farming enterprise – Women’s business opportunities)
6 PM Guest lecture and farm to plate dinner at Stice Farm, Voivoi
Lance Seeto (Fiji’s Culinary Ambassador) speaker
DAY 6 | Saturday 7th September
Focus: Talanoa & Final Analysis
8:30 AM Breakout Groups Participants break into groups and collaborate to: ● Analyse their research. ● Compile final findings and identify
possible solutions to their issues / opportunities.
Thematic Groups
10:30 AM Presentations Each group outlines their theme, opportunity / issue being explored, what the research indicated and their recommendations. Followed by Q&A session.
Thematic Groups
3. Participant Evaluations Logistics 1. How did you find the venue, Nasau Resort and Villas?
Additional Comments: ● Spacious but location quite inconvenient ● Staff need attitude improvement ● Great place ● Would have been good to be close to a
convenience store ● Been living in the area for a long time so
it’s the best place to live ● Great accommodation and great room ● Good resort but poor sound/music
management ● Great, clean and free WiFi
2. How did you find the food at Nasau Resort?
Additional Comments: ● They should cover the sandwiches with a
paper towel ● Great ● Alright ● Needs improvement ● Could be better, very salty! ● Nice food ● Breakfast needs improvement ● Good pizza and curries ● OK
3. Comment on the organised transport?
Additional Comments: ● Bad traffic ● Although there were delays, destination
reached ● Great ● We had our own ● Ok ● Needs improvement ● Late!
4. How were the organised dinners?
Additional Comments: ● Excellent ● Great to see two different set ups for
dinners ● Very very excellent ● Awesome salads ● Lovely and good healthy food ● Very good ● Amazing dinner hosts with great food ● The venues were a beautiful experience ● Awesome food
Program 1. How satisfied are you with AMC?
Additional Comments: ● Really really happy for my staff ● Learnt alot of ideas on value chains ● Learned alot ● Very good ● Great and informative ● Good recap hope to go into the next level
soon ● Good base adapted to forestry
● Satisfied ● It was a very good seminar as I have
learnt many new things
2. How valuable were the sessions on value chain?
Additional Comments: ● Good ● Valuable allowing me to relook at what
we offer ● Good to have framework and
reinforcement of knowledge I have ● Great information ● Great activities. Great people with alot of
experience. Lots of info from stakeholders.
● Informative and opened understanding ● Very good ● Networking, sustainable and must be
truthful/trustworthy ● Impressive, alot of ideas brought in ● Now my staff can understand me ● A refresher from my undergrad years
3. How much has your understanding on Value Chain concepts increased?
Additional Comments: ● Increased cannot measure it ● Needs to go more into detail and
experience ● Yes has increased and is important ● Need to go into more details ● 100% ● Valuable ● Well this will allow me to apply it into my
organization
4. How valuable were the sessions on Markets, Market segmentation and Market Research?
Additional Comments: ● It was an excellent session as for me I
was able to learn new things from other organizations
● We made many new tree establishment partnerships
● Market segmentation was great. Targeting specifically, I know now what can be applied across the product range.
● They were valuable. It was a refresher that I should seriously add to my checklist.
● Have received alot of good feedback ● Gives me understanding about how good
you are in your product ● Alot of ideas and experience, learnt great
feedbacks too. ● Good ● A refresher from my undergrad years
5. How would you change anything you do in your business or work as a result of the things you learnt at Masterclass?
Additional Comments: ● More Pacific examples ● Not too soon but will change when time
is right ● Yes definitely, we’ll be applying all the
lessons we learned to our agriculture project
● I would change ● Use value chain always and update my
data ● I usually provide business training and
this will add more value to knowledge impartation
● Yes, adding value to building relationships with all the stakeholders in the value chain. Market customer-oriented production.
● Much more specific on gaps. Forestry to be included on chain.
● Yes ● Expanding the mentoring participants in
developing their product through Agribusiness.
● Yes at the moment we are trying to build a place for the travelers who want to come and spend two nights on the farm.
● Yes, create farm tours or tours from the norm.
● More Pacific examples in the general slides if possible
● Continuously assess relationships ● To be a reliable farmer ● Diversification of Agroforestry systems
and partners!
6. How was the learning interaction in your group?
Additional Comments: ● New ideas and concepts shared with
more interaction ● Learned so much from our kava group
who were more than willing to share about their operations
● To work towards reliability and to be able to produce the product on time.
● Very interesting ● It was wonderful, there was a good
exchange of knowledge and experience and lots of learning
● Loved my group, there was lots of experience and information shared.
● Immense! ● Very interesting!
7. Was the field trip relevant to your groups research?
Additional Comments: ● Yes definitely, I managed to visit two
places ● Tremendously! ● Field trip was excellent ● Yes, we saw the honey business in action,
Ian Smith was great in storytelling. ● Yes! ● Yes, very interesting, to see prices in the
market. ● Very relevant ● Yes it’s the only way to get feedback to
the end product ● Very interesting!
8. How is the duration of the AMC days?
Additional Comments: ● It was short but gained alot ● Need more days for analysis work from
field study ● Would have preferred from Mon to Fri so
as not to go into weekend but not a big deal
● Quite long to be away from kids who are 4yo 😊
● Friday should have finished with everything
● Good break from work…lol ● Bit too tiring ● Learnt alot in a short time ● Rather short. Economics was wordy but it
was a refresher and of relevance ● Good for us ● Excellent
9. Would you recommend others to attend the Agribusiness Masterclass?
Additional Comments: ● Definitely more practitioners and people
from TLTB, iTaukei Affairs and Rural Local Authority
● Need a thorough assessment of participants and their level of understanding on value chain to better handle the course.
● Particularly for govt. officials involved in VC strengthening
● Trainers and resort managers ● Especially to other women’s groups
Planning and Implementation 1. Please give an example of how you might apply Value Chain approaches to your day to day work.
Example Number of
Respondents
Good planning tool 1
Writing paper 1
Good material to be used in delivering training, teaching and community development programs
6
For Business consultation 1
To be used for forestry agribusiness 1
Understanding actors in the value chain and understanding how to assist each other
10
Building trusting relationships 2
Craft our digital products to better suite agricultural value chains 1
Improve market research design 2
Inspired to produce value added products and diversify 1
2. Give an example of something that you have learnt through your research project that you did not know before the training.
Example Number of
Respondents
Visiting new places and learning new ideas I can apply 1
Market research, marketing and labeling of products 3
Process of research and depth of analysis 1
Challenges faced by farmers 1
Other potential opportunities and value- added products 3
Understanding mentality of farmers 4
Customer preferences and perceptions 6
Retailer perceptions 5
Value chain concepts 5
All farmers want trees 1
Various types of agribusiness 1
Other Comments Feedback not previously mentioned:
● Great interaction between researcher, govt officials and private sector participants but many people cannot afford to have a week out. Would be great to have a couple of sessions, even public seminar, that would allow more people to engage and connect with each other.
● More industry related challenges:
○ Market entry requirements, labelling, standards
○ Potential markets and pathways
○ Inventory management and customer focused business strategies
○ Resource management
● Learned a lot. How to have a product and the importance of who are going to be involved in buying your product. You have a business going and what you are going to do in the value chain
● Some presentations could have had more images (too much text)
● Excellent and organized very well
● Met good contacts and learned alot about Fiji Agritourism potential
● I have no farming background and this workshop has been an eye opener for me on the opportunities and seriously thinking of going into mushroom growing
● The course was very good but would have appreciated if we had gone into depth a little on the value chain and marketing
● I have utilized the opportunity to form a network with other stakeholders and eventually came up with a workplan
● Thank you for inviting MITT to this meeting, we are also able to hear from the practitioners on the issues faced and most had solutions which could be further probed. The academics provided a refresher and it is important even though it may seem like EC101, we revisited the foundation of building a successful business, understanding the supply and demand curve.