Session I : Accessing new marketsStrategies and innovation for regional and global

markets-Promoting exports

A presentation to: Agribusiness Forum 2009

By: Ms. Treasure Maphanga, Chief, Office for Africa

Date: 15 June 2009, Cape Town, South Africa

ITC’s MANDATE AND LINES OF BUSINESS

Business

and

trade policy

MACRO – MESO – MICRO LEVELS

Export

Strategy

Strengthening

Trade Support

Institutions

The Development Partner for Small Business Export

Success

Trade

Intelligence

ExporterCompetitiveness

SUMMARY OF THE PRESENTATION

I. MARKET-LED APPROACHES FOR EXPORT PROMOTION

II. GENERATING TRADE ALONG THE VALUE-CHAIN

III. USE OF ICTs TO LINK SMALL PRODUCERS TO GLOBAL MARKETS

V. SOUTH-SOUTH COOPERATION TO INCREASE COMPETITIVENESS

I. MARKET-LEAD STRATEGIES FOR EXPORT

PROMOTION

Define concrete targets

Ensures the sustainability of exports

Generates tangible results

« WHAT THE MARKET NEEDS »

versus

WHAT THE COUNTRY WANTS TO EXPORT

SELECTING THE RIGHT PRODUCTS

FOR THE RIGHT MARKETS

Export

value

World

market

share

Size

Export

growth

Absolute

change

Dynamism

No. of

significant

exporters

Share of

top exporter

in region

Exporter

Diversification

Net exports

Relativetrade

balance

Trade Balance

Current Export Performance

World

imports

Size

World

import

growth

Absolute

change

Dynamism

Tariffs applied

to COMESA

Tariff advantage

of COMESA

Market access

conditions

World Market

Promising industriesSUPPLY DEMAND

AVERAGE

MOST PROMISING INDUSTRIES

Quantitative analysis

MOST

PROMISING

INDUSTRIES

LABOUR-INTENSIVE

SECTORS

HIGH POTENTIAL

FOR POVERTY

REDUCTION

II. GENERATING TRADE ALONG THE VALUE CHAIN

The case of Essential Oils from Rwanda

II. GENERATING TRADE ALONG THE VALUE CHAIN

Members of the

EPCHER group in

Nasho distillation unit

II. GENERATING TRADE ALONG THE VALUE CHAIN

Members of the EPCHER group in Bugaram distillation unit

II. GENERATING TRADE ALONG THE VALUE CHAIN

Ms. Celine Roche from MANE, the buyer who developed

the contact with EPCHER to buy Rwandan essential oil

II. GENERATING TRADE ALONG THE VALUE CHAIN

Transferring of oil distillation

know how to EPCHER

EPCHER agronomist

classifying patchouli leaves

II. GENERATING TRADE ALONG THE VALUE CHAIN

Lead Farmers selected for patchouli cultivation in Rwanda

II. GENERATING TRADE ALONG THE VALUE CHAIN

Filling still leaf in the distillation units

II. GENERATING TRADE ALONG THE VALUE CHAIN

Since beginning 2009, about

2000 poor farmers have

increased their incomes by

supplying EPCHER with raw

material for essential oil

distillation

Outgrower family in Rwanda

Preparation of patchouli cuttings

II. GENERATING TRADE ALONG THE VALUE CHAIN

The case of Aloe Ferox from South Africa: Products for the local market

II. GENERATING TRADE ALONG THE VALUE CHAIN

Ikhala product line for men developped for the Canadian market

II. GENERATING TRADE ALONG THE VALUE CHAIN

As a result of the pilot project, the first 250 trappers involved in

aloe harvesting (80% of whom are women) have been able to

stabilize their income thanks to a constant demand for aloe raw

material from the processing plant.

Farmers cultivating

Aloe Ferox in South

Africa

III. USING ICTs TO LINK SMALL PRODUCERS TO

GLOBAL MARKETS« Trade at Hand »

Mobile phone business solutions

III. USING ICTs TO LINK SMALL PRODUCERS TO

GLOBAL MARKETS

« Selling spices »

III. USING ICTs TO LINK SMALL PRODUCERS TO

GLOBAL MARKETS

« Trade at Hand

Mobile Market place»

III. USING ICTs TO LINK SMALL PRODUCERS TO

GLOBAL MARKETS

Select buySelection of Products of

interest

III. USING ICTs TO LINK SMALL PRODUCERS TO

GLOBAL MARKETS

Visualisation of available

offersVisualisation of selected

offer

III. USING ICTs TO LINK SMALL PRODUCERS TO

GLOBAL MARKETS

These mobile business services are much appreciated by users as

they increase market transparency and the farmers’ bargaining power

III. USING ICTs TO LINK SMALL PRODUCERS TO

GLOBAL MARKETS

Internet Coffee Auctions

III. USING ICTs TO LINK SMALL PRODUCERS TO

GLOBAL MARKETS

Creation of the Cup of Excellence website and the platform

for Internet Auctions in 2003

III. USING ICTs TO LINK SMALL PRODUCERS TO

GLOBAL MARKETS

Auction of the 24 best coffees from Rwanda in 2008

III. USING ICTs TO LINK SMALL PRODUCERS TO

GLOBAL MARKETS

Prices of the most expensive coffees

III. USING ICTs TO LINK SMALL PRODUCERS TO

GLOBAL MARKETS

Rwandan Winning Farms in 2008

III. USING ICTs TO LINK SMALL PRODUCERS TO

GLOBAL MARKETS

Through a market oriented approached that looks at consumer

preferences, it has been possible to focus on quality and

transparency and reward the individual farmer for his/her hard work

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

China-Africa Cooperation

Hebei Academy for Agricultural and Forestry Research

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

Learning from success: Cotton plantation in China

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

Learning from success: Visit to an irrigated cotton plantation

in China

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

Learning from success: Visit to a cotton research and

breeding centre in China

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

Learning from success: Visit to the cotton cleaning area of

an Indian Ginnery (2006)

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

Developing the capacity to transform cotton

Visit to the South India Textile Research Association (2006)

Coimbatore, India

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

Developing the capacity to transform cotton: visit to a

Spinning Mill in Coimbatore, India (2006)

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

Developing the capacity to transform cotton: visit to a

Weaving Mill in Coimbatore, India (2006)

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

Developing the capacity to transform cotton: visit to a

Clothing Factory, Tirupur, India (2006)

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

Understanding the market and Promoting African cotton:

Cotton Bonded Warehouse

in Tianjin, China (2006)

How China Buys cotton

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

Promoting African cotton: Fixing the cotton prices at the Izmir Mercantile Exchange, Turkey, (2007)

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

Promoting African cotton: Negotiations between African Ginners and Turkish Traders and Spinning Mills at the Izmir Mercantile Exchange, Turkey (2007)

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

Promoting African cotton: presentation of Senegalese cotton classification at the Izmir Mercantile Exchange, Turkey (2007)

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

Promoting African cotton: China National Cotton Exchange, Beijing: Business Networking Event (2006)

IV. SOUTH-SOUTH COOPERATION TO INCREASE

COMPETITIVENESS OF AFRICAN COTTON PRODUCERS

Encouraging intra-Africa cooperation: visit to Tanzanian ginneries (2008)

THANK YOU

Email: maphanga@intracen.org