Notes to broadcasters on marketing

    | July 29, 2013

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    When farmers find a reliable and lucrative market, it is often a key incentive for them to increase production. This is rarely easy to find. But farmers in Cameroon have recently been given a new opportunity, with a temporary seasonal market.

    Wren Media created a Rural Radio Resource Pack on marketing for small-scale farmers. It includes 11 downloadable audio pieces, transcripts, technical information, and guidance on how to use the Resource Pack: http://ruralradio.cta.int/MarketingSmallscale.htm

    The UN Food and Agriculture Organization (FAO) offers a series of case studies on four ways in which farmers can link to markets: farmer to trader, through a leading farmer, to a private company, and through a co-operative. You can find the case studies on FAO’s website at: http://www.fao.org/ag/ags/agricultural-marketing-linkages/linking-farmers-to-markets/case-studies/en/

    Farm Radio International has published a number of scripts on marketing. You can browse scripts on small-scale enterprise – including marketing and related issues – at http://www.farmradio.org/english/radio-scripts/enterprise.asp

    Farm Radio Weekly has published many stories on marketing. Here are a few:

    Congo-Brazzaville: Yvonne Nsayi: A rural entrepreneur who inspires her community (# 191, March 2012) http://weekly.farmradio.org/2012/03/05/congo-brazzaville-yvonne-nsayi-a-rural-entrepreneur-who-inspires-her-community-by-privat-tiburce-martin-massanga-for-farm-radio-weekly-in-congo-brazzaville/

    Kenya: Bertha Ambundo: How one woman farmer inspired a community to improve their lives (#191, March 2012) http://weekly.farmradio.org/2012/03/05/kenya-bertha-ambundo-how-one-woman-farmer-inspired-a-community-to-improve-their-lives-by-sawa-pius-for-farm-radio-weekly-in-kenya/

    Kenya: Women in Kisii succeed with banana processing (#185, January 2012)  http://weekly.farmradio.org/2012/01/16/kenya-women-in-kisii-succeed-with-banana-processing-nairobi-star/

    Marketing is a complicated subject, and it may be best to start with just one aspect – whether it’s linking farmers to markets, choosing which crops to grow depending on market conditions, how to do market research, or a different component of marketing.

    Or, you could invite farmers to respond to a phone-in program that asks them to share their main marketing problems. You could have a marketing expert in studio to respond to farmer questions.