A Cultural Perspective on the Marketing of Agricultural Products

Mdaka and Heinsohn Agrekon, Vol 35 No 1 March 1996)

A CULTURAL PERSPECTIVE ON THE MARKETING OF AGRICULTURAL PRODUCTS. EXPERIENCES FROM THE NKOMAZI REGION OF MPUMALANGA,SOUTH AFRICA

I.N. Mdaka Mpumalanga Development Corporation,P 0 Box 1330, Nelspruit, 1200

R-D. Heinsohn ACER (Africa),P 0 Box 276, Mtunzini, 3867 despite concerted efforts Marketing of small farmer produce has been fraught with many difficulties and disappointments are many and varied of government, non-government and private sector organisations and development corporations. There small farmer. This reasons for this, one of which is the lack of appreciation of the culture, customs and traditions of the of tradition on the paper draws on experiences from a rural area in Mpumalanga Province to describe the influence critical criteria in production and marketing of small fanner produce, problem areas, and possible solutions by evaluating and product research the light of traditional values. These criteria include training, information systems, market structures as a key to the and development. The need for a closer relationship between small fanner and advisor is identified the country. sustainable use of resources for the long-term human and economic stability ofrural communities and IN DIE `INT KULTURELEPERSPEKTIEF OP DIE BEMARKING VAN LANDBOUPRODUKTE: ONDERVINDINGE NKOMAZISTREEK VAN MPUMALANGA,SUID-AFRIKA spyte van doelgerigte Die bemarking van kleinboere se produkte het baie probleme en teleurstellings opgelewer ten Daar is baie en pogings van regerings-, nie-regerings- en privaatsktororganisasies en ontwikkelingskorporasies. en tradisies van die uiteenlopende redes hiervoor, een hiervan is 'n gebrek van waardering vir die kultuur, gewoontes Provinsie om die kleinboer. Hierdie artikel gebruik as uitgangspunt ondervindinge in 'n landelike gebied in Mpumalanga oplossings invloed van tradisie op die produksie en bemarking van kleinboere se produkte, probleemgebiede, en moontlike sluit opleiding, deur luitieke maatstawwe te beoordeel in die hg van tradisionele waardes. Hierdie maatstawwe kleinboer en markstrukture en produknavorsing en -ontwikkeling in. Die nodigheid vir 'n nouer verwantskap tussen menslike en adviseur word geidentifiseer as 'n sleutel tot die volhoubare gebruik van bronne vir die langtermyn ekonomiese stabiliteit van landelike gemeenskappe en die land.

of small farmers' 1. INTRODUCTION certain difficulties in the marketing produce remain problematic. Marketing can be defined as a combination of dynamic market management tasks and decisions directed at determining This article is aimed at highlighting a neglected culture has on and satisfying the needs of markets offering products niche and the influence and impact.black It should be and services to consumers in such a manner that the the marketing of agricultural products. paper has not objectives of the enterprise, consumer and society are noted that information contained in this however, realised (Marx & Van der Walt, 1989; Beckman & yet been tested empirically. This paper, are based on Davidson, 1962). Emphasis is placed on what the forwards hypotheses and arguments that small farmers consumer wants, ie. "the consumer is king". However, it practical encounters and experiences with primarily in is doubtful that the small fanner' sees marketing in this in the marketing of agricultural produce, Africa. It is perspective and although emphasis on consumer needs the Nkomazi Region of Mpumalanga, South is recognised, the small farmer also wants to have a hoped that this will contribute to a better comprehension farmers in voice in the process. of the actions and reactions of small marketing. This may aid in stimulating a co-ordinated produce. The influence that the small farmer brings to the and joint approach towards the marketing of marketing process is often linked to customary lifestyle. around local Unfortunately, although attempts have been initiated to Most of the problems encountered revolve problems be develop traditional crops (Navorsingsinstituut vir consumers. This suggests that should these en Sierplante (1995)), there remains little addressed, local consumption will be stimulated. Groente to on customary lifestyles and, more Increased local consumption will act as a multiplier information thereby importantly, the impact custom of small farmers has on increase opportunities to expand production, benefit to the marketing process. Furthermore, recognition of the benefitting the small farmer. An additional costs since the advantages of cultivating traditional crops (Alleman, the small farmer will be lower transport patterns in 1995) currently excludes the interests of small farmers market will be closer. Assuming similar of the in a developmental context. most rural areas of South Africa, a stimulation local, provincial and national economy can be expected. The paucity of this information, coupled with the fact that the majority of academic programs related to 2. BRIEF OVERVIEW OF THE NKOMAZI marketing are geared to "western" marketing per se, REGION AND MARKETING OPPOR- causes those in authority, viz, government, development TUNITIES corporations, non-government development organisa- south- tions and community based organisations, to be either The Nkomazi Region is located in the extreme south of the ignorant about, or unwilling to appreciate, the impact east of Mpumalanga, north of Swaziland, and black culture has on small fanners. Consequently Kruger National Park, east of the Great Escarpment

29 Agrekon, Vol 35 No 1 March 1996) Mdaka and Heinsohn

west of Mozambique. It is a rural region that supports a (i) Most often families of small fanners live large number of small farmers producing a wide range under conditions of survival (Deiniger of agricultural & products. Problems in the region are not Binswanger, 1992; Low, 1984), particularly necessarily a lack of markets and/or transport to take the because the majority of breadwinners are produce to the market. The predominant problem is the women. Furthermore, even when the attitude of small farmers towards the marketing options breadwinner is a male, his income is often available to them. marginal and insufficient to provide for all the needs of the family. As a result, credit granted The following options are available - to the farmers to them or by themselves to others, is within a 130 km radius: generally seen as a threat.

(i) Fresh produce markets (ii) Where a scientific approach contradicts custom, as a form of risk aversion, the Nelspruit Fresh Produce Market customary approach is normally given City Council - Nelspruit preference by the small farmer. (ii) Fresh produce pre-packers Information conveyed by word of mouth spreads more quickly and easily than other Lowveld Sugar forms of communication and occurs at no cost. Neofresh Prodcure It is common practice for people, particularly women, to move in groups rather than as (iii) Fresh produce processors single individuals, for example, women gathering fuel wood from the veld or Barvale Dehydration Plant harvesting traditional vegetables from fallow Patoma agricultural fields. The group is viewed as Schoolboy a - Kabokweni form of protection and a forum to discuss Lomati Foods, Buffelspruit 'womanhood without interruptions from men or children. One day fresh produce markets (v) Companionship is more acceptable than eMangweni, Matsulu, competition. Emphasis is placed on doing Kanyamazane, Mgobodi, Naas Kabolcweni and things in a similar manner rather than to Schoemansdal outshine others. The extreme of this is the fear of being be-witched if one is seen by others to (v) Export market be doing things differently. The latter point is gradually diminishing but it remains instinct Swaziland to be comparable to others. (vi) Hawker trade (vi) While traditional nutrition is ignored by western civilization, it is still practised by Countrywide rural subsistence communities. In addition to nutrition, natural resources have a number The following of forms of transport are available: uses, for example, shelter and fuel (Agricultural Research Council, 1995), A number (i) of trucks belonging to the regional medicine (Cunningham, 1988) and craft work development corporation which, at a fee, could (Heinsolm, 1991). There are an estimated be made available to small farmers. 350 000 subsistence homesteads in Mpumalanga for whom traditional crops are (ii) Some of the processors are willing to collect likely to be an important source of nutrition. produce from the small farmers' fields. (vii) The Mpumalanga Department of Agriculture (iii) Pre-packers assist the small farmers in has emphasised its commitment to assist the transport as they take responsibility for resource poor (Nel, 1995). This is the group transport from the point of receipt of goods to addressed in this paper. the fmal consumer. (viii) South Africa is a multicultural and (iv) Local contractors. multilingual society which needs to be made aware of cultural differences and associated (v) Hawkers who travel with their trucks between impacts on daily life. The acceptance of the Nkomazi Region and the National Fresh cultural differences creates a favourable Produce markets. environment for a multitude of activities (Launer, 1995). This is the core of the subject 3. BASIC ASSUMPTIONS matter in this paper. Circumstances governing the behaviour of small farmers 4. MARKETING PROBLEMS and local consumers need to be described before the assessment of marketing problems. These can be For the sake of logic, problems are discussed regarded hereunder as basic assumptions upon which this paper is according to the well known principles based. of marketing

30 Agrekon, Vol 35 No 1 March 1996) Mdaka and Heinsohn mix, viz, product, price, promotion and physical after the last rains in January. There is a belief that the distribution(Marx & Van der Walt, 1989). remaining rains will be hampered after planting the crop. Therefore, small fanners simply are not keen to 4.1 Product plant earlier. Those who do plant early, take a risk of traditional law suites and the destruction of their crop by The quality requirements of the market are not normally angry neighbours. well understood by the Nkomazi small farmers. Survival generally forces people to seek products of quality. This Crop combinations recommended to small farmers do is more evident in the retail market. One often wonders not necessarily fit in properly with their expectations. why people prefer expensive clothing, furniture or motor Generally, emphasis is placed on western crops, for cars. The point is not that they have plenty of money at example, cabbages and tomatoes, with little or even no their disposal, but that they want to buy something that attention to traditional crops. As a result, small fanners will last. tend to split their production, firstly, to cover what development staff recommend and, secondly, to cater for In contrast, agricultural fresh produce is not generally traditional needs. This presents problems in that either seen in the same manner. Quality is not the first crops are mixed in the same fields, or that planting of priority. This position is held by affordability. The western crops is delayed by the harvesting of traditional product has to be bought regularly and high quality crops. Examples include mixed cropping of maize with coupled with a higher price will drain the fmancial groundnuts or jugo beans occupying land which should resources of the less well-off consumer. However, this be prepared for tomatoes. must not be viewed as a dumping market. For example, a consumer may not seek out prime grade meat but It must be emphasised that regardless of whether it is equally will not purchase obviously inferior quality cuts. dry land or under irrigation, traditional crops tend to occupy more land than western crops. At the end of the The small turners' way of crop quality enhancement is season, harvest statistics are calculated only for western different to that of larger commercial farmers. Firstly, crops. The comparatively small area planted to western the small fanner does not have the same access to cool crops causes serious underestimation of small farmers' storage and transport as the commercial farmer. productivity and creates the impression that the small fanners have been wasting land and water. If traditional Therefore, the small fanner resents efforts to persuade crops also are • taken into account the reverse could him to harvest the crop at one specific time. Rather, the possibly be proven to be true. small farmer prefers to let the crop remain on the land as this prolongs the lifespan of the produce. The land Little research, if any, is specifically focused on therefore acts to achieve results which are, in some products processed in the traditional manner. This can ways, similar to those of cool storage. be illustrated by an example. Maize millers specialise in sifted maize meal. However, the black consumer has a Secondly, while the product is on the land, the small preference for whole maize meal. Although the black farmer has better control over the transaction between consumer will continue to buy sifted maize meal, he/she him and the buyer. The risk of perishability is lower also shall continue to prepare or purchase stone-ground and, this places the small fanner in a much better whole maize meal. Whether this market opportunity is bargaining situation. The opposite is true on the market. addressed or not remains an open question. The produce will spoil if it is not sold quickly and this results in buyers having more control over the terms of Moreover, little attention is given to the determination the transaction. Also, when selling from the field, goods of the market potential of traditional crops, for example, are sold for cash. This avoids the "debt trap" and processed groundnut products such as "timbavi/xigugu" enables the small fanner to meet survival needs more (traditional chocolate made from maize and groundnuts) quickly. or "sitoja/xirhidza (traditional groundnut soup).

Small farmers argue that it is better for them to sell This apparent myopic attachment to western culture their crops in the land than selling it through national restricts the size of the market. Black consumers are in markets. National markets have fluctuating prices and the majority in South Africa. Therefore, successful high grading requirements. The background of the small efforts to promote traditional products certainly will fanner leads to less knowledge concerning grading improve and benefit the agricultural sector. which, therefore, will sometimes not be of the required standard. As a result, crops often fetch poor prices and, 4.2 Price in certain cases, the final amount payable to the small farmer is lower than direct costs, viz, packaging, Generally price is understood in two ways. Firstly, it is transport, storage and commission. Therefore, the small accepted as a measure to determine the value to which farmer believes that selling from the land is better an exchange is made, and secondly, it is regarded as an because whatever remains can be used as compost. This important indicator of quality. avoids the frustration of negative accounts. Price variations are perplexing both to the small fanner The timing of seasons for certain products is not well and the local consumer and may lead to confusion or be known or recognised by small farmers. There is perceived as price manipulation. The same applies to sometimes a difference in the time certain products are discounts. Discounts are not viewed as an opportunity to be successfully planted for better yields and the time for the consumer to acquire goods which would under custom determines these products should be planted. normal circumstances be out of financial reach. On the For example, jugo beans normally have the highest contrary, discounts are sometimes seen as an attempt to yields if planted before the end of December. However, dump useless goods on to the consumer. in terms of custom, this crop cannot be planted before

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Unfortunately, some traders manipulate prices for a similar crops and collection points tend to be far away different reason, for example, a high price to create the even if small farmers are from the same irrigation impression of high quality in order to attract consumers. scheme. The problem is exacerbated by the fact that each small farmer has small quantities to market. This Also, little regard is given to price structures in the increases the cost of transport, often putting it beyond informal market. Whether this market, by virtue of its the reach of the small farmer. size and structure, can still be referred to as "informal" is debatable. However, this is not the issue. Some small Small farmers have a greater psychological identity with fanners, particularly commercial fanners, have over the the land than with the market. Informal talks with small years established a fixed price structure which ties in farmers often reveal that these people typically believe with the needs of hawkers. In general, therefore, they are supposed to spend most of their time in their hawkers find themselves selling the same things at the fields. They do not see themselves as being part of the same place at the same time. One would expect a market. Consequently, they feel that the market should competitive spirit to develop between hawkers. Instead, come to them. In this scenario, the small farmer and not however, they tend to agree to sell the same things for the consumer is perceived to be "king". the same price. Again, companionship appears to be more important than competition. The myth of a guaranteed market also needs to be understood. Small fanners always talk about a The producer is normally not readily adapted in this guaranteed market as the best marketing option. They kind of trade. Should a producer, regardless of whether would like to find themselves in a position where they small or commercial, wish to trade, he/she will have to can deliver produce to a specific place, be paid in cash sell produce within the agreed price or face eviction. immediately, and have no responsibility thereafter. The Failing this leads to violence. This is one of the major implication of this thinking promotes lethargy on the reasons why small farmers find it difficult. to compete part of the small farmer, often resulting in him/her with hawkers, even in situations where hawkers are not making no effort to penetrate and compete in an open their clients. market place.

4.3 Promotion 5. POSSIBLE SOLUTIONS TO THE PROBLEMS Promotion should always emphasize quality. Although not universally true, the best method of promotion in the Suggested solutions to the problems can be grouped in Nkomazi and similar regions is by word of mouth. six categories.

For this reason, therefore, due to the low literacy level (i) Training of communities in South Africa, exposed products (ii) Improved information systems normally sell better than concealed ones. For example, a (iii) Improved co-operation between producer and less literate person finds it easier to speculate on the advisor quality of potatoes in a transparent plastic bag than in a (iv) . Recognition of market price structures brown paper bag. (v) A mind shift towards recognising hawkers as an important distribution channel and not As discussed previously, the spirit of companionship merely an informal market also influences promotion. Sellers do not like to be seen (vi) Research and product development promoting goods to the disadvantage of others. This may sound ridiculous, but can be confirmed by hawkers. An 5.1 Training example is a dispute at a one-day market in the Nkomazi Region. A splinter group of hawkers selling Three important aspects are evident in training, viz. groundnuts brought a different container for literacy training, needs driven training for small measurement. Other hawkers became agitated as it was farmers, and training to keep the small farmer relevant viewed as a tactic to out-sell them. Eventually, the in the market place. splinter group had to revert back to the original measure. Literacy training is important to improve the readership level and understanding of small farmers. Pure literacy 4.4 Physical distribution training is currently conducted by a number of organisations. Although these programmes are useful, It can be argued that hawkers are not fully utilized. literacy training with an agricultural focus for the small Since local communities tend to be poor, most families fanner is probably the best solution. do not have fridges. This presents a problem to the consumer in that perishable goods cannot be stock piled. Needs driven training for the small farmer as is done at Small producers may not be able to solve this problem present, requires some form of review in the light of the on their own. The problem at this stage is that small cultural mind shift this document tries to identify and hawkers, especially those who move from door-to-door promote. Training concentrates on western crops selling fresh produce, are less in contact with the small because of the emphasis placed by development farmer, as compared to the kind of relationship existing corporations, departments of agriculture, universities between these same hawkers and commercial farmers. and technikons on the production of these crops. If Therefore, small fanners lose market share to production of traditional crops would receive similar commercial farmers. attention in research and training, small farmers would be more eager to produce and would reap better It is difficult to co-ordinate transport to market small benefits. This would require an adjustment in emphasis fanners' produce; small farmers do not necessarily have on subjects and subject matter.

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Allied to needs driven training for the small farmer is some established markets, for example, canners, are needs driven extension. In the Eastern Cape it was closed off-season. Hawkers, therefore, are of immense found that extension services are effective for only 10% benefit to small farmers who do not necessarily produce of small farmers, less effective for 50% and totally for specific markets at specific times of the year. ineffective for 40% (Bembridge, 1984). This emphasises the need to change training and extension 5.6 Research and product development methods, subjects and content as a matter of priority. Research and development need to concentrate on four Much has been done in terms of training to keep the primary aspects, viz, promotional efforts, improved small farmer relevant in the market place. Present production of traditional crops, the broadening of the problems, such as grading which results in small base of processed traditional products, and the adoption farmers fetching lower prices for their crops, need to be of appropriate crop production models. taken seriously. The choice of markets to which to market and the best option in terms of transport need to Packaging, for product promotion, should be able to be considered. This point links closely to information attract the type of market the producer is targeting. systems. However, from the training perspective, small Packaging for the western consumer is well catered for, fanners need to be trained on how to evaluate markets colourful and descriptive. However, the extent to which and market information which may be at their disposal colourful packaging attracts the illiterate consumer is as a result of information systems. open to question. Therefore, instead of making packaging colourful, an attempt should be made to make 5.2 Information the product more visible in the package, for example, by transparent packaging from which the consumer should A proper information system is one that is bidirectional, be able to obtain all necessary information. However, ie. it gives and receives information. While there is a there should be a trade off between consumer needs and system in place to give information to the small farmer technology, for example, potatoes will not last as long in by development advisors, the same system needs to be plastic bags as in paper bags, even though the former developed and matured to receive feedback. More are preferred by consumers. Research needs to be done specifically, development advisors need to pay attention to accommodate both consumer convenience and to the concerns of small fanners. technological constraints.

5.3 Improved co-operation between producer Improved production methods need to be devised for and advisor traditional crops. While traditional crop production is not encouraged by development corporations, it makes a Improved joint planning and co-operation between small large contribution to rural livelihood that cannot be farmers and development advisors can be achieved by ignored. For example, about R 1.5 million per annum is closer contact between the two groups. This should generated at the one-day markets in Nkomazi Region contribute to effective use of natural resources, for from groundnuts(Agriwane, 1994). This figure excludes example, soil and water. It is envisaged that small domestic consumption and sales through channels other farmers will no longer be two-pronged in their cropping than the one-day markets. strategies because their advisors' views will blend in well with their own needs. Should a small farmer decide The value of traditional crops produced and traded to concentrate all resources on a traditional crop, provides impetus to the argument of a need to research support should be available, both in terms of experience improved methods in producing these crops. and, where necessary, finance. Given the need to produce traditional crops, there is an 5.4 Recognition of market price structures equal need to broaden the processing base of traditional products. More studies need to be conducted to With regard to market price structures, the two price determine broad uses of traditional crops. For example, structures currently operating in the market place need while groundnuts are used more as a luxury item in to be recognised and used advantageously. In addition, western cultures, for example, sweets and snacks, they small farmers need to be made aware of the benefits are commonly used as a staple food by black consumers. they can derive from using the hawker market which More importantly, they can be prepared in a number of deals with fixed prices. Commercial farmers support it ways, mo.hly unknown to the western culture. because it provides a buffer against price fluctuations on Processing factories turning to these by-products could national markets. If it is a benefit to the commercial broaden their market share and profitability by sector, why should it not be a benefit to small farmers? accommodating one or more of these traditional processes. 5.5 Recognition of hawkers The development of appropriate crop models is an In terms of broadening the distribution base, there needs intricate problem. The challenge is to determine the to be a mind shift away from viewing hawkers as possibility of creating varieties of favoured traditional informal and insignificant as this sector is amongst the crops which will produce high yields, remain acceptable largest in the country, comprising both wholesalers and to consumers and tie in with traditional seasons. For retailers. Presently hawkers can be found in almost example, rather of insisting that jugo beans be planted every street in every town. They also move from door-to- before the end of December, it will be preferable to door in all settlements, whether urban or rural. develop a jugo bean variety, still acceptable to consumers, which will yield well if planted after the The small fanner should take cognisance of the benefits summer rains. Successes do exist, for example, the that may accrue to them from this sector. Hawkers adaptation of maize varieties to specific locations within operate the whole year round and, hence, also when different provinces in South Africa

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(Somergraansentrum, 1995). Similar efforts should be ALLEMAN, J. (1995). Intercropping for subsistence made with South African traditional crops. farmers. Agricultural News No. 10.

A second phase would be to try to adapt these crops to BECKMAN, T.N. & DAVIDSON, W.R. (1962). fit in with western crop models. For example, the timing Marketing. 7 th edition. The Ronald Press Company, of the new jugo bean variety after the summer rains New York. must be such that it does not delay tomato planting if jugo beans are to be planted in rotation with tomatoes. BEMBRIDGE,T.J. (1984). A systems approach study of agricultural development problems in Transkei. PhD 6. CONCLUSION Thesis, University of Stellenbosch. South Africa is in a state of change and renewal. Past CUNNINGHAM, A.B. (1988). An investigation of the failures have many deep-rooted causes. This paper herbal medicine trade in Natal/KwaZulu. Institute of demonstrates that in the arena of small farmers a lack of Natural Resources Investigational Report No. 29, appreciation for custom, culture and tradition probably University of Natal, Pietermaritzburg. has had a negative effect on the ability of these farmers to produce and penetrate markets. That traditional DEINIGER, K. & BINSWANGER, H.P. (1992). Are custom has specific influences on production and large scale farms more efficient than small ones? marketing is beyond question. An understanding of Government intervention, large-scale agriculture and these influences and patterns, and the adaption of resettlement in Kenya, South Africa and Zimbabwe. development and training approaches, probably will Unpublished report, World Bank, Washington DC, improve the production and marketing principles of the USA. small fanner. Further, research and product development of traditional crops will broaden the HEINSOHN,R -D.(1991). The potential for cultivation market base and the economy, not only of the Nkomazi of Juncus kraussii and other wetland species used for Region but Mpumalanga and South Africa as a whole. craftwork in Natal/KwaZulu. Institute of Natural This is a major challenge at a time when increased Resources Investigational Report No. 63, University of access to land as a result of land reform should have as a Natal, Pietermaritzburg. major aim the sustainable use of resources for human and economic stability via the generation of wealth. LAVNE13., K. (1995). Cultural bridging. Intelligence Magazine. August. NOTE: LOW, A.(1984). Agricultural development in Southern 1. The phrase "small - farmer" is used broadly to Africa: theory, lessons and food crisis in Africa. describe existing (and future) black small holder Development Southern Africa, Volume 11(3 & 4):294- agricultural operations in Southern Africa. However, 317. it should be emphasised that the impact of culture is not directly related to the size and extent of an MARX,S. & VAN DER WALT, A.(1989). Marketing operation but rather to the extent to which one is Management. Second Edition. Juta and Company influenced by tradition. In this regard it can be Limited, Cape Town, South Africa. argued that tradition is likely to have more impact on subsistence and emerging small scale commercial NAVORSINGSINSTITUUT VIR GROENTE EN farmers than on established larger scale commercial SIERPLANTE. (1995). Afrika-gewasse in die kollig. farmers. Therefore, this article refers to any small SA Co-op/Ko-op, Volume 11(8). fanner within a traditional sphere of influence. NEL, M. (1995). Agriculture in the Eastern Transvaal 7. REFERENCES Province with emphasis on rural development. Unpublished internal document to the Eastern Transvaal AGRICULTURAL RESEARCH COUNCIL. (1995). Department of Agriculture, Nelspruit. Indigenous plants provide rural people with food, shelter and fuel. Agricultural News,No. 13, April 3,Pretoria, SOMERGRAANSENTRUM,(1995). Mig '95. Geel en wit mielie kultivars. Mielies/Maize, April. AGRIWANE. (1994). Monthly marketing reports (November and December). Unpublished internal reports, KaNgwane Agricultural Development Corporation, Nelspruit.