Participatory landscape labelingA marketing approach to support integrated landscape management

David Kuria, KENVO/EcoAgriculture Partners FellowRegional Knowledge ExchangeAICAD, KenyaJune 2, 2015

Landscape labeling is:●A producer-driven

tool to capture the value to consumers of the unique attributes of the landscape and the best practices used by its producers

Participatory Landscape Labeling

KENVO’s objectives include:●promoting

sustainable rural development in ways that combine income generating activities with environmental conservation

●strong community engagement

Participatory Landscape Labeling

Overview of the landscape labeling process

Introduce landscape labeling

Conduct market analysis

Strengthen farmer

networks

Establish quality

standards

Develop a marketing

strategy and business plan

Component of the Lari Landscape Labeling ProjectComponent Description Inception workshop Review market constraints and challenges for smallholder groups;

introduce landscape labeling concept as a solution to overcome constraints and unite producers

Market Opportunity workshops Three sessions with groups (e.g. dairy, horticulture, bee-keeping, eco-tourism) to guide regional market analysis and strategy with key stakeholders.

Regional Market Analysis Report provides market mapping to identify key linkages to prospective buyers, challenges and opportunities for value addition through landscape labeling and marketing.

Capacity Development workshops Two workshops: 1) focused on improving information via Farmer Information Network and 2) focused on introducing quality standards for landscape labeled products

On-farm consultations and business plan development Consultations with identified groups (e.g. dairy, horticulture, bee-keeping, etc.) and business plans developed which include the eco-labeling of products

Mini-grant fund Mini-grant fund establish to support small interventions defined by business plans

=Marketing curriculum module

Landscape labeling framework and case study in Mbeya landscape