IVAN IDROVO/MARIAN BOQUIREN

FOSTERING CHAINWIDE INNOVATION AND

LEARNING … FACILITATING ACCESS OF MSEs
TO MARKETS
How to encourage processors to
work with communities on a
stable, long-term, and equitable
long-term,
basis given the rooted mistrusts
and not so good experiences 3
 A STRATEGY FOR GROWTH WITH EQUITY …
ENABLING MSEs TO LEARN TO COMPETE
M
BDS MARKET A
I R
K
N E
T T
E
R R
V Micro E
E Upstream Enterprises/ Downstream Q
VC Players VC Players U
N Communitie
s I
T R
I E
O M
N E
S N
ENABLING ENVIRONMENT T
S
… linking large numbers of small firms into value chains with potential
for growth
… while fostering their access to resources to enable them to compete
… with the understanding that competitiveness drives growth!
 AT IONALE
THE R

Market liberalization resulting from globalization shifts the

competitiveness strategy from the FIRM to the INDUSTRY.
Firm level competitiveness is no longer sufficient;
rather the market system that delivers a product
from its inception to the consumer must be able
to compete against market systems elsewhere ...

COOPERATION and coordination are more important….

than ever!

VALUE CHAIN DEVELOPMENT can

promote SYSTEMIC COMPETITIVENESS ...
that BENEFITS many small firms
MARKET DEMAND AND REQUIREMENTS/COMPETITORS
 Development agenda
Public funding SE SE
Commercial orientation
Private payment
BDS
Provider SE SE

Donor SDCAsia SE SE SE
SE

SE SE

BDS SE
Provider
SE

SE

SE SE
DEVELOPMENT OF LOCALIZED CAPACITY FOR
INNOVATION AND LEARNING
PROMOTION OF WIN-WIN RELATIONSHIPS TO FACILITATE CHAIN-WIDE
UPGRADING AND ACCESS OF MSEs AND SMALLHOLDERS TO MARKETS
That’s right!, good What is really our dream for this
We in the government relationship together with industry?...hmmm…we traders
fervently wish that good sufficient supply of high envision a stable supply of products.
relationships and support for quality products will make our
each other exist among the industry successful and will
key players in the banana surely benefit us farmers.
chips industry
Yes, we processors
believe that sufficient and
stable supply of quality
products will make us
more competitive in the
world market.

Common Business
Objectives

LOCAL GOVERNMENT UNITS

PROMOTION OF WIN-WIN RELATIONSHIPS TO FACILITATE CHAIN-WIDE
UPGRADING AND ACCESS OF MSEs AND SMALLHOLDERS TO MARKETS
PROMOTION OF WIN-WIN RELATIONSHIPS TO FACILITATE CHAIN-WIDE
UPGRADING AND ACCESS OF MSEs AND SMALLHOLDERS TO MARKETS
 HORIZONTAL COLLABORATION:
look and act big to attract lead firms

Pantukan
Cardava
Communit
y

Community Traders: Core group: members but open to

business orientation + some non-members. More important is for
logistics support including all those interested to be aligned
market info with standards … simple
coordination mechanisms

INCENTIVE: PURSUIT OF BIGGER MARKETS

 R
BIGGE S
ET
MARK

TRADERS TRADERS TRADERS

Market Diversification/Expansion Support/Capability Building

Market Diversification/Expansion Support/Capability Building

There may be a need also to: a) assist traders/ intermediaries/

There may be a need also to: a) assist traders/ intermediaries/
processors to expand and diversify markets including capability to
processors to expand and diversify markets including capability to
meet market requirements; and b) improve capability of chain
meet market requirements; and b) improve capability of chain
leaders so that their influence and control can be used to yield
leaders so that their influence and control can be used to yield
positive benefits for MSEs and the improvement of the chain in
positive benefits for MSEs and the improvement of the chain in
general without eroding their profit margins
general without eroding their profit margins
Knowledge capture, recognition, and dissemination through
competitions and festivals

Rediscovering Indigenous Cardava

Recipes

Competitions and
inter-provincial
trainings exposed
participants to better
than average produce
as well as facilitated
instant sharing and
documentation of best
practices.
 Dissemination of
Winning Cardava Based
Recipes by TV Network

Mitigating seasonality of
demand from
processors and
traders…Cardava
recipes for all types of
markets

Aligning the media

towards common
objectives of the
community
 Training and coaching on
product development as entry
point, and in preparation for
the competitions

Department of
Recipe downloading in the Municipality of Malitbog … the Chucula recipe fromTrade andand
Ecuador Industry
Malitbog’s
version of the cardava float … Winner Recipes!!! Consumer Week
2007 Cooking
Demo of Cardava
Recipe: Chucula
and Croquettas.
Mall goers had a
taste of the exotic
cardava

Downloading and
awareness campaign of
Recipes
 Facilitating the Entry of Cardava
Facilitating the Entry of Cardava
Banana
Banana
Cardava –based food to the Restaurants
Restaurant
Recipe contest
Improving information transparency, awareness and relationship
building… promoting interaction and inciting actions

A fusion of culture, information sharing,

competitions and lots of fun …
 On the spot Banana “I love Banana
Cardava poster contest… Cardava”… popularizing
banana through tattoo
Reaching out to the different generations and
building awareness
fashion…
among school children
players
 Banana
Cardava Rock
Jingle contest

Promoting banana awareness and

consumption (healthy snacks) through music
 Use of radio and cell phone texting to have a
wider outreach for info dissemination

Cardava industry and B-ACE Project info dissemination through cellphone

texting and the radio