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The World of Organic Agriculture STATISTICS & EMERGING TRENDS 2015 Forschungsinstitut für biologischen Landbau Institut de recherche de l’agriculture biologique Research Institute of Organic Agriculture FiBL AND IFOAM EXCELLENCE FOR SUSTAINABILITY the World of organic agriculture STATISTICS & EMERGING TRENDS 2015 oceania 17.3 million ha europe 11.5 million ha latin america 6.6 million ha asia 3.4 million ha north america 3.0 million ha africa 1.2 million ha Supported by www.organic-africa.net AFRICAN ORGANIC AGRICULTURE TRAINING MANUAL The Research Institute of Organic Agriculture It it envisaged that the manual is completed (FiBL) in collaboration with the International and more training videos, posters and scripts Federation of Organic Agriculture Movements for radio programs will be produced. Some (IFOAM) and African national organic agricul- translations are in progress. ture movements (NOGAMU, FENAB and OP- PAZ), as well as individual experts from Africa, African organizations are invited to test and developed a training manual and correspond- validate the training tools and to provide ing training tools on organic agriculture for feedback so that the training materials can be Africa. improved. The African Organic Agriculture Training Version 1.0 of the training materials is avail- Manual aims to encourage the implementa- able for free download at www.organic-africa. tion of organic and other sustainable farming net. This website also provides a directory of practices, increase market access for farmers, organic agriculture in Africa with useful ad- and improve food security throughout Africa. dresses and resource materials for farmers and The training materials are designed for farmers, trainers. extension workers, trainers and university students. For those interested, CDs of the manual and DVDs of the video are available at FiBL upon The training materials include: request. In Africa the CDs and DVDs will be > A training guide with technical and didacti- available at ecological organic agriculture cal information stakeholder institutions such as AfrONet > Illustrated presentation materials (Tanzania), ISD (Ethiopia), PELUM Association > Illustrated flyers and booklets for farmers (Regional Secretariat Lusake, Zambia), FENAB > A video on marketing (Senegal), and others to be identified. THE 5 P’S OF A MARKETING CONCEPT 5.1 How to identify market opportunities? Business does not just happen! Rather, it is a result of different important deci- sions that are taken on a path leading to the development of a business, where the first step relates to the identification of a concrete opportunity. In practice, the identification of a new market opportunity may be driven by a specific demand from the side of a buyer for a new product. However, in the con- Brain storming: text of a new market—which especially is the case of organic domestic markets The 5 P’s in African countries—actors must be more proactive in gathering the needed in- Make a group brainstorm- formation that allows them to judge if there is a new business that they could ing session with the get involved in. In practice, this implies the following steps and tools all aiming participants, asking what to derive sound conclusions based on the information obtained: their challenges regarding the 5 P’s are and how to a. Marketing concept development overcome them: In the process of identifying a market opportunity, most important is to clarify › Product how a specific business idea might generate tangible benefits to a specific group › Place of consumers. In terms of ’marketing thinking’, this comes down to the develop- › Price ment of a sound ’marketing concept’, which relates the value that is perceived by › Packaging a specific target group of consumers with the costs that occur when providing a › Promotion specific good. For producers it becomes interesting as soon as the value consum- ers attribute to a specific good is considerably higher than the costs providing it. This is the case for many organic producers, but of course needs to be analysed individually, for example in the process of conversion to organic farming. In methodological terms, a marketing concept is defined by 5 P’s, which all relate to how consumers perceive and value a specific good. All these P’s – relat- Creating a diverse ing to product, packaging, price, place and promotion – must be defined such GROWING COCOa THE ORGaNIC WaY that they make complete sense to a clearly defined consumer segment and gen- and stratified forest system erate optimal profit. In practice this means, for instance, that high quality must and pruning cocoa and shade trees go hand in hand with a high price (even if production costs of such a product may regularly are the keys to be much lower); or that these products should be sold mainly through the super- sustainable cocoa market, which many times stands for high quality and image. production. Product - » ganic business.An innovative, high quality product is the basis forsuccess in an or- According to the International Federation of Organic Agriculture Movements (IFOAM, Place - The place where a product is sold is of great relevance to make sure 2008) organic agriculture is «a production system that sustains the health of soils, eco- How to make good compost (2) systems and people. It relies on ecological processes, biodiversity and cycles adapted to that those consumers who are targeted get to know the product and have access local conditions, rather than the use of inputs with adverse effects. Organic agriculture African Organic Agriculture Training Manual combines tradition, innovation and science to benefit the shared environment and pro- mote fair relationships and a good qualityIdeal of life forgrowing all involved. conditions > Temperatures from 25 °C to 28 °C >High and well-distributed rain- fall with a short dry period >Shade with periods of higher Module 07 Marketing and trade light penetration through the canopy 25 Creating suitable growing conditions >Deep soil with good drainage and sufficient organic matter Appropriate cropping system A multistorey agroforestry sys- tem with various annual crops and tree crops provides ade- 2. Then, fill-in a layer of dry material. quate shade to protect the soil and the cocoa trees from the sun. Iron stick B Prune cocoa and shade trees 6 months before expected harvest A to stimulate flowering of cocoa 1. Fill-in bottom layer of dry material and and facilitate harvesting. B How to prune cocoa trees: water it well. >Limit fan branches to 3 or 4. A+B mixed >Remove all branches within A 4. Cover the compost with Proper pruning 60 cm of the jorquette. >Remove all old and diseased grass or banana leaves. 47 branches, all branches grow- ing into the centre of the tree canopy, and remove all basal chupons at regular intervals. B >Trimm off branches that hang below the jorquette and top A 3. Fill-in layer by layer, always mixing the layers branches above 2.5 to 3 m. M2 Soil Fertility Management Bottom layer of dry and green material and watering them well. African Organic Agriculture Training Manual FLYER No. 14 ORGANIC COCOA ORGANIC 14 No. FLYER AGRICULTURE ORGANIC AFRICAN For further information contact: Research Institute of Organic Agriculture (FiBL) | Ackerstrasse 21113 | | 5070 P.O.Box Frick 219 | 5070 Frick Switzerland | Tel. +41 (0)62 865 72 72 | [email protected] | www.fibl.org International Federation of Organic Agriculture Movements (IFOAM) | Charles-de-Gaulle-Str. 5 53113 Bonn | Germany | Tel. +49 (0)228 926 50-10 | [email protected] | www.ifoam.org Research Institute of Organic Agriculture FiBL & IFOAM – Organics International The World of Organic Agriculture Statistics and Emerging Trends 2015 For PDF version, corrigenda and supplementary material see http://www.organic-world.net/yearbook-2015.html All of the statements and results contained in this book have been compiled by the authors and are to the best of their knowledge correct and have also been checked by the Research Institute of Organic Agriculture (FiBL) and IFOAM – Organics International. However, the possibility of mistakes cannot be ruled out entirely. Therefore, the editors, authors, and publishers are not subject to any obligation and make no guarantees whatsoever regarding any of the statements or results in this work; neither do they accept responsibility or liability for any possible mistakes, nor for any consequences of actions taken by readers based on statements or advice contained therein. Authors are responsible for the content of their own articles. Their opinions do not necessarily express the views FiBL or IFOAM – Organics International. This document has been produced with the support of the International Trade Centre (ITC), the Swiss State Secretariat for Economic Affairs (SECO) and NürnbergMesse. The views expressed herein can in no way be taken to reflect the official opinions of ITC, SECO, or NürnbergMesse. Some work for this publication was undertaken as part of the research project "Data network for better European organic market information" (OrganicDataNetwork). This project has received funding from the European Union’s Seventh Framework Programme for Research, Technological Development and Demonstration under grant agreement no 289376. The opinions expressed in this contribution are those of the authors and do not necessarily represent the views of the European Commission. Should corrections and updates become necessary, they will be published at www.organic-world.net. This book is available for download at http://www.organic-world.net/yearbook-2015.html Any enquiries regarding this book and its contents should be sent to Julia Lernoud and Helga Willer, FiBL, Ackerstrasse 113, 5070 Frick, Switzerland, e-mail [email protected] and [email protected]. Please quote articles from this book individually with name(s) of author(s) and title of article. The same applies to the tables: Please quote source, title of table and then the overall report. The whole report should be cited as: Willer, Helga and Julia Lernoud (Eds.) (2015) The World of Organic Agriculture.
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