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2012–2030

An Integrated Marketing Strategy for Agriculture, Forestry and Fisheries Products in the Republic of South Africa

an integrated marketing strategy 2012 to 2030

Compiled by

Directorate: Marketing

Obtainable from

Directorate: Communication Services

Private Bag X144

PRETORIA 0001

South Africa

Printed in the Republic of South Africa

ISBN: 978-1-86871-276-2

For further information contact:

Directorate: Marketing

Private Bag X15

ARCADIA

PRETORIA 0007

Tel.: +27 (12) 319 8455/6

Fax: +27 (12) 319 8131/8077

E-mail: [email protected]

Websites: www.daff.gov.za

www.webapps.daff.gov.za/amis


Contents1. AIMS AND OBJECTIVES 1

2. MARKETING SUPPORT PROGRAMMES 2

2.1 Commodity groups 3

2.2 Marketing cooperatives 4

2.3 Marketing infrastructure 5

2.4 Agro-logistics 6

2.5 Marketing information 6

2.6 Marketing skills development 7

2.7 Market research and market intelligence 8

2.8 Market linkages 8

2.9 Statutory measures 9

2.10 Industry trusts 9

2.11 Product safety and quality standards 10

2.12 Value chain roundtables/networks 10

2.13 Export market development and promotion 11

2.14 Marketing risk management 12

2.15 Marketing Assistance Scheme 13

3 OTHER FINANCING MECHANISMS 14

4. ROLES AND RESPONSIBILITIES 14

4.1 National Department of Agriculture, Forestry and Fisheries 14

4.2 Provincial departments of agriculture (PDAs) 15

4.3 The private sector 15

4.4 Producers, organised industry organisations and other cooperating parties 16

4.5 Department of Transport 16

4.6 Department of Trade and Industry 16

4.7 Statistics South Africa 17

4.8 Development finance institutions 17

4.9 National Agricultural Marketing Council 17

4.10 Marketing Forum 17

5. IMPLEMENTATION PLAN 18

6. REPORTING MECHANISMS 27

7. MONITORING AND EVALUATION 31

8. REFERENCES 41

An Integrated Marketing Strategy for Agriculture, Forestry and Fisheries Products in the Republic of South Africa


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1. Aims and objectives The overall aim of the integrated marketing strategy for agriculture, forestry and fisheries products is to minimise or eliminate market access constraints experienced by agricultural, forestry and fisheries producers and other value chain players in both the local and international markets and to lower transaction costs incurred in the marketing of agricultural, forestry and fisheries products. This Integrated Marketing Strategy for agriculture, forestry and fisheries products is developed to guide the implementation of the Agricultural Marketing Policy.

The strategy also serves as an important tool to achieve certain outcomes set out by government, specifically the following:

• Outcome 4: decent employment through inclusive economic growth;

• Outcome 5: skilled and capable workforce to support inclusive economic growth;

• Outcome 6: an efficient, competitive and responsive economic infrastructure network;

• Outcome 7: vibrant, equitable and sustainable rural communities with food security for all, and

• Outcome 10: environmental assets and natural resources that are well protected and continually enhanced.

The strategy also aims to assist in the attainment of the strategic vision of the DAFF, which is “a leading, dynamic, united, prosperous and people-centred sector”. The vision is to be achieved through developing and sustaining a sector that contributes to and embraces economic growth, job creation, rural development, sustainable use of natu-ral resources, and the attainment of food security for all.

The specific objectives of the strategy regarding local market access constraints are to: –

• establish and strengthen commodity groups among producers of agricultural, forestry and fisheries products and facilitate integration with existing associations;

• guide the establishment of marketing institutions such as marketing cooperatives to support the development of smallholder producers and firms;

• guide investment in critical marketing infrastructure, particularly infrastructure that facilitates value addition and processing;

• direct the implementation of marketing skills development programmes that will help producers better to plan their production and marketing activities in accordance with market needs as well as to participate effectively in the markets;

• enhance the collection, dissemination and accessibility of marketing information to all producers and other role players through, among others, the marketing information system;

• identify agro-hubs for livestock, horticulture and field crops for appropriate and guided investment in agricultural marketing infrastructure;

• identify aquaculture and fisheries development zones for appropriate and guided investment in marketing infra-structure;

• identify forestry development zones for appropriate and guided investment, with particular focus on smallholder forestry producers;

• facilitate efficient flow of agricultural, forestry and fisheries products;

• direct the development of a credible programme of market research for agricultural, forestry and fisheries prod-ucts to enhance competitiveness, value addition and future positioning in markets;

• establish the Marketing Assistance Scheme;

• guide and promote the establishment and proper functioning of value chain networks or roundtables for agricul-ture, forestry and fisheries subsectors;

• direct the development of a reliable, efficient and affordable programme for managing marketing risk for agricul-tural, forestry and fisheries products;

• direct the implementation of credible product safety and quality standards programmes to ensure that producers of agricultural, forestry and fisheries products meet quality grades and standards for the markets;

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• guide the optimum utilisation of statutory measures in the development of different industries within the agriculture, forestry and fisheries sector, with particular emphasis on activities that promote the development of smallholder producers; and

• guide the effective functioning of industry trusts to ensure that their activities are development-oriented.

The specific objectives regarding international market access constraints are to: –

• set a basis for the establishment of partnerships with the private sector and other role players in the development and maintenance of an effective agricultural market research and intelligence system that will increasingly assist in proactive strategic positioning in global markets; and

• administer the allocation of import and export permits in line with South Africa – European Union (EU) Trade, Development and Cooperation Agreement (TDCA) as well as other trade agreements; and

• develop and implement export promotion programmes that will assist in the creation of export opportunities and increased exposure of foreign consumers for South African products, especially processed agricultural, forestry and fisheries products.

2. Marketing support programmesIn arguing for government support to domestic agriculture, the World Trade Organization’s (WTO) Agreement on Agriculture identifies subsidies according to ‘boxes’. Annexure 2 of the Agreement on Agriculture defines ‘green box’ subsidies as those that must not distort trade, or at most cause minimal distortion to trade and production. These types of subsidies must be government-funded (not by charging consumers higher prices) and must not involve price sup-port. Domestic support measures, for which exemption from the reduction commitments is claimed, shall conform to two basic criteria, viz:

• that the support in question shall be provided through a publicly-funded government programme (including gov-ernment revenue foregone) not involving transfers from consumers; and

• that the support in question shall not have the effect of providing price support to producers.

These programmes include, but are not restricted to the following:

• research, including general research, research in connection with environmental programmes and relating to particular products;

• training services, including both general and specialist training facilities;

• marketing and promotion services, including market information, advice and promotion relating to particular products but excluding expenditure for unspecified purposes that could be used by sellers to reduce their selling price or confer a direct economic benefit to purchasers; and

• infrastructural services, including electricity reticulation, roads and other means of transport, market and port fa-cilities, water supply facilities, dams and drainage schemes and infrastructural works associated with environmen-tal programmes but not including subsidies to inputs or operating costs, or preferential user charges.

Consideration may also be given to some of the ‘blue box’ and ‘orange box’ measures. It is, however, important to note that fish and aquaculture products as well as forestry products are not covered under the Agreement on Agriculture . This means that no provisions of the Agreement on Agriculture apply to fish and fish products and forestry products.

According to the National Aquaculture Strategic Framework (NASF) for South Africa, the country’s fisheries’ sector is guided by the voluntary Food and Agriculture Organization’s (FAO) Code of Conduct on Responsible Fisheries, the FAO Technical Guidelines for Aquaculture Development and the NEPAD ‘Fish for All’ Action Plan for the Development of African Fisheries and Aquaculture. The aim is to ensure that aquaculture development contributes to the realisation of the Millennium Development Goals (MDGs). It can, therefore, be argued that for the aquaculture and fisheries subsector to fulfil its developmental role, an efficient marketing system for aquaculture and related products is neces-sary.

1See Annex 1 to the World Trade Organisation Agreement on Agriculture


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The 2007 – 2009 State of the Forests Report (2011) indicates that the forest sector is a significant contributor to the economy, both through the supply of renewable raw materials and through value addition in a range of primary and secondary processing operations, with the commercial (exotic) plantations and associated processing plants being the major contributors. South Africa continues to be a net exporter of forest products and the major export products are paper, pulp and solid wood. One of the major threats to forests is the growing production and trade of forest products worldwide, which is fuelled by rising consumption in developing and developed countries. These pressures or threats necessitate an efficient marketing system of forest products in order to ensure sustainability and that local demand is met from available forest resources. Another major challenge in the forest sector is that more opportunities are available to mainly large-scale commercial producers, at the expense of smallholder producers. As a result, market access remains a major impediment to full participation of smallholder producers in the forest subsector.

The national Department of Agriculture, Forestry and Fisheries will, in collaboration with other departments and private sector role players, set a basis for the establishment of marketing support programmes for agriculture, forestry and fisheries products to support smallholder producers and firms.

To achieve this, the department will first identify agro-hubs (that will require shared agricultural marketing infrastructure) for livestock, horticulture and field crops for public investments in the relevant marketing infrastructure. The department will also identify aquaculture and fisheries development zones as well as forestry development zones for appropriate and guided investment in marketing infrastructure. Another programme would be the establishment and strengthen-ing of marketing cooperatives that will be equipped with appropriate infrastructure to perform the following activities at central locations: provision of marketing services such as grading, packaging and storage, value addition and processing, product quality certification, provision of transport services and consolidation of products to make eco-nomic units for transportation. To this effect, a programme of linking producers with the markets will be developed and implemented in collaboration with the provincial departments of agriculture, commodity groups, the private sector and other relevant stakeholders.

Other programmes will include the establishment and promotion of commodity groups or associations among pro-ducers of agriculture, forestry and fisheries products, establishment of various industry value chain networks or round tables, development of a credible programme of managing marketing risks, development of guidelines for optimum utilisation of statutory measures within the marketing environment, as well as guidelines for effective functioning of various industry trusts. The marketing information system for agriculture, forestry and fisheries products will also be de-veloped and properly maintained and various marketing skills development programmes within the various subsec-tors will be developed and implemented. Credible programmes for product safety and quality standards, market research, as well as export promotion will also be developed and implemented.

2.1 Commodity groupsSince deregulation, various agricultural industries (commercial farmers in particular) have successfully organised themselves into commodity associations as a service to their members. Among other things, market information is made available by these organisations. Post-deregulation, this information has become expensive and it can only be afforded by certain agricultural participants (mainly commercial producers), leaving the majority of smallholders pro-ducers with no access to this important marketing information. This critical challenge also manifests itself in various forms, both in the forestry and fisheries subsectors. Poor support to smallholder producers has led to a decline in pro-ductivity for different commodities in South Africa.

Realising this gap among smallholder producers and the importance of commodity groups, the Department of Agriculture, Forestry and Fisheries will:

• facilitate the formation of fully representative commodity groups among smallholder producers (without adopting a top-down approach);

• develop an integration model with the existing commodity associations for the future so that smallholder produc-ers can also benefit from the services offered by these associations, new developments and opportunities;

• facilitate the establishment of small forestry grower associations within each of the grower districts/regions of the country and facilitate an affiliation to national grower associations;

• encourage cooperation among small processing plants to belong to processing plant associations to be able to negotiate with established forestry industry/companies on round-wood supplies and in improving technical and information services for their members; and

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• encourage the establishment of a charcoal producers’ organisation to represent the interests of charcoal produc-ers in the forestry industry to promote the industry, shape the policy environment, secure access to support ser-vices (extension, funding, training) and establish joint ventures or cooperatives among small charcoal producers to add value to lump charcoal for local and export markets.

The long-term goal of this initiative is eventually to integrate these smallholder producers with the mainstream com-modity associations formed by commercial producers. It is also in the interest of commercial producers to bring smallholder producers into commercial production to also improve their bargaining power. Skewed access to mar-keting information and other resources between well-established commercial producers and smallholder producers also necessitates the acceleration of transformation and broadening of participation by smallholder producers, es-pecially youth, women and people with disabilities, in the mainstream value chains.

There are also protocols in export markets that exporters of agricultural, forestry and fisheries products must meet in order to access these markets, such as Marine Stewardship Council (MSC) certification, Aquaculture Stewardship Council (ASC), Forest Stewardship Council (FSC) certification, Global GAP and HACCP. The majority of commercial producers meet these requirements but smallholder producers may not have sufficient skills and production volumes to justify the cost of trying to meet these requirements. If smallholder producers produce for export markets then it may not be feasible to have each producer certified and therefore producers may need to form a cooperative in order to minimise costs.

With many smallholder producers producing for the market, ‘horizontal’ coordination in the form of farmers’ associa-tions can help create marketing opportunities. In instances where there are no producers’ associations, the depart-ment will play a facilitatory role to support the establishment of some; while at the same time strengthening the exist-ing associations among smallholder producers. The department shall collaborate with established agricultural, forestry and fisheries commodity associations in achieving this goal so that they may benefit from other producers’ experiences.

2.2 marketing CooperativesThe Department of Agriculture, Forestry and Fisheries recognises the important role that marketing cooperatives play as they allow producers to accomplish collectively what they cannot achieve individually. Most smallholder producers have relatively little or no bargaining power or influence with large buyers, agribusinesses, processors or food compa-nies that purchase their products. Therefore, joining other producers in a cooperative and pooling their products to-gether can give them greater bargaining power in the marketplace, be it in the agricultural, forestry or fisheries sub-sectors. Consistency in supply can be achieved and good prices negotiated, thereby improving their producers’ relations with their buyers.

Additionally, marketing cooperatives can give producers an alternative marketing channel for their produce and re-duce costs by shortening the marketing chain. Marketing cooperatives will assist in assembling products of a number of producers into larger lots to facilitate more efficient handling and competitive sales and then grade and transport these lots to the market. Some marketing cooperatives may perform first-stage processing while others may vertically integrate by processing products for the consumer or the industrial market. Marketing cooperatives can also negoti-ate with buyers, usually processors, on behalf of their producer members for prices and other terms of trade such as quality, quantity, form and timing of delivery (bargaining). The Department of Agriculture, Forestry and Fisheries there-fore supports the establishment of marketing cooperatives that will be linked to an infrastructure base to accomplish these activities. A top-down approach to the establishment of marketing cooperatives will be avoided and marketing cooperatives in the different subsectors, i.e. agriculture, forestry and fisheries, will be established to suit the different environments and circumstances in respect of the different subsectors.

The Department of Agriculture, Forestry and Fisheries will:

• in cooperation with the provincial departments of agriculture, producers’ and commodity organisations and other institutions, disseminate information among producers concerning the advantages, establishment and manage-ment of marketing cooperatives;

• in collaboration with the private sector in agriculture, forestry and fisheries, provide advice and training on leader-ship and management of marketing cooperatives; and

• encourage and promote joint marketing and value adding services of timber through grower cooperatives, small processing plants, cooperatives or as joint ventures between large and small-scale millers.


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Points can also be earned for agri-industry’s contribution to enterprise development, rural development or skills devel-opment on their AgriBEE scorecard while at the same time marketing opportunities will have been created for the private sector. Private sector role players in the forestry subsector can earn points on their scorecards as per the Forest Sector Charter while role players in the fisheries subsector may use the generic scorecard to guide and determine their contribution towards the transformation and development of the fisheries subsector.

2.3 marketing infrastruCtureAgricultural marketing infrastructure is generally defined as any facility or tool that can be used by producers and trad-ers to facilitate trade, transform raw agricultural products into value-added products through processing and packag-ing, storing agricultural products to smooth out supply and fulfil demand, transporting agricultural products to satisfy demand, collecting, collating, synthesising and disseminating market-related information. Among other things, mar-keting infrastructure comprises the following: storage units, including cold storage and regular ambient storage, ripen-ing chambers and ice plants; grading facilities for specific qualities of produce; facilities for washing (cleaning) of fruit and vegetables; communication facilities (telephones, faxes, internet access, etc.); abattoirs and other processing facilities; livestock auctioneering facilities; wool shearing, cleaning and grading sheds; loading pens or ramps; mar-keting information accumulation and dissemination facilities such as computers; and any other relevant facility re-quired by farmers and traders for marketing purposes (Department of Agriculture, 2006).

In the same breath, marketing infrastructure for fisheries and forestry products is defined as any tool or facility that can be used by producers and traders to facilitate the marketing and trading of raw fisheries and forestry products and products derived from them from the points of production and/or processing up until they are finally utilised by final consumers or industrial users. Such infrastructure may, in the case of fisheries products, include storage, packaging, processing and distribution equipment and facilities. In the forestry subsector, critical marketing infrastructure include value-adding and processing equipment and facilities such as pole treatment plants, furniture manufacturing plants, extraction and bottling equipment for honey, and processing plants for processing activities and fibre production and the subsequent distribution of the final products to the relevant markets at the right time, in required quantities and at the right price.

In the implementation of the marketing infrastructure development programme for agriculture, forestry and fisheries products:

• the Department of Agriculture, Forestry and Fisheries in partnership with the private sector will facilitate investment in critical marketing infrastructure, particularly infrastructure that facilitates value addition and processing;

• the government will provide the required funds, with co-financing from the private sector and development fi-nance institutions to establish the infrastructure while its control and management will rest with the commodity or producer groups or relevant marketing cooperative;

• where appropriate, consideration will be given to the establishment of local depots/collection points to help as-semble small volumes of produce from smallholder producers and then provide skills for these producers to im-prove and test for quality;

• opportunities for small processing plants to pool their resources to add value to their timber should be exploited, such as the establishment of centrally located kiln drying and treatment plants, the marketing of timber waste and value addition through small-scale furniture manufacturing; and

• small processing plants will be encouraged to participate in processing activities of large processing plants such as to fell, saw-up and sell certain sizes of timber in the value chain of large processing plants that can best be done through small-scale operations.

The state and its public entities shall identify opportunities to engage agribusiness companies and other companies in the forestry and fisheries subsectors in the establishment of depots or collection points. Agribusiness companies that support the establishment of marketing infrastructure for smallholder producers shall also be entitled to points on their AgriBEE scorecards for the enterprise development/rural development element. Similarly, private sector companies in the forestry subsector that support the establishment of marketing infrastructure can earn points on their scorecards as per the Forest Sector Charter while those in the fisheries subsector may use the generic scorecard.

The approved National Guidelines (norms and standards) for Public Investment in the establishment of Agricultural Marketing Infrastructure shall form the basis for implementation.

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2.4 agro-logistiCsThe Department of Agriculture, Forestry and Fisheries in collaboration with the agricultural, forestry and fisheries industry and the private sector will implement a logistics strategy with the following aims:

• to facilitate the development of solutions for logistical problems in the freight corridors and development zones with high production potential;

• to facilitate innovative solutions to solve the problem of deep rural freight transport;

• to create economically sustainable models for marketing infrastructure ownership;

• to facilitate innovative solutions to deal with infrastructure congestion;

• to make value-adding logistical services available to smallholder producers to improve market access; and

• to lobby for upgrading of road infrastructure that negatively impacts on harvesting of forest plantations and veld fire control.

2.5 marketing informationMarket information is essential for producers of any produce who wish to become fully competitive and ensure that their production is in line with market demand. The availability of reliable market information can help producers to reduce the risks associated with marketing, decide where to sell their produce, check whether or not the prices they are offered are in line with market prices, decide to store or not, produce products ‘‘out of season’’ or produce differ-ent products. Reliable market information also improves market transparency and producers’ bargaining power. Producers are mainly interested in market information on product prices, price trends and buyers for their products. Producers can use market information in several ways. Current or immediate information can be used first to decide what to produce and to negotiate with buyers or traders, to decide whether or not to go to a market and, in some cases, to decide which market to supply. Historical information, such as time series data of prices over several years, can be used to make decisions regarding product diversification or the production of out-of-season products. It may even help producers identify opportunities for cash income.

At the basic level, availability of market information can enable producers to check on the prices they receive, vis-à-vis the prevailing market prices (Shepherd, 1995). Commercial producers are capable of sourcing price and buyer information from websites, publications and commodity groups while smallholder producers rely on other producers and government extension staff for the same information. There is a great need to make information available to smallholder producers at the right time and place. In response to this challenge the Department of Agriculture, Forestry and Fisheries shall:

• analyse various marketing value chains in the agricultural, forestry and fisheries subsectors and make this informa-tion available to stakeholders as market value chain/commodity profiles on an annual basis; and

• develop and distribute quarterly market analysis bulletins for key commodities within the three subsectors (agricul-ture, forestry and fisheries).

Furthermore, the Department of Agriculture, Forestry and Fisheries has developed a marketing information system (MIS) to disseminate a variety of marketing information to producers. The system is currently web-based and the fol-lowing alternative networks can be used to disseminate market information, even to the remote rural areas, as a way of expanding the marketing information system:

• cellphone technology through the use of the Short Message System or SMS (this tool will be able to disseminate the most crucial information on prices to producers);

• radio broadcasts (market prices for various products can be broadcast daily on radio stations for all major produc-tion areas or markets, especially for agricultural and fisheries products. Broadcasts should be in a form that is suit-able for most producers as some are illiterate, should be in various local languages and at the most convenient time for producers to be listening. Radio stations should be convinced to see market information as a public ser-vice, equivalent to news broadcasts, and not paid advertisements. The Department of Agriculture, Forestry and Fisheries or designated body should take the responsibility to monitor the relevant website/s and forward this infor-mation by e-mail or fax to each station. If the MIS is to have an impact on smallholder producers, the provision of market information must be accompanied with the provision of advice for the producers on interpreting the infor-mation. Ideally, special radio and television programmes to explain the MIS, the information provided and how to use it should be prepared and aired at least once a quarter. The MIS Unit can also prepare training materials to


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carry out the training programme themselves or train the trainers in the provinces and districts, who should ideally be agricultural economists;

• the Display Technology System (DTS), which uses plasma displays (ideally situated in the provincial and district of-fices of the DAFF, multipurpose community centres and agricultural, forestry and fisheries development centres), connected centrally to computers which are linked by a network to a central computer from where the system is managed and updated daily. This system can display daily prices of products, commodity prices, exchange rates, weather conditions, fuel prices and any other important information the department and producers see fit;

• newspapers or the print media; and

• social networks such as Facebook, twitter, mxit, whatsup, etc. (accounts can be opened on these networks and market information can be posted on a regular basis from a central point by dedicated personnel in different districts, provinces and nationally).

In addition to the expansion of the MIS, both the department and the entire agricultural, forestry and fisheries industry realise the importance of reliable information for efficient functioning of markets and therefore the department will:

• facilitate a process leading to the establishment of information platforms similar to SAGIS (South African Grain Information Service) in the livestock, horticulture, aquaculture, fisheries and forestry industries to provide these in-dustries with vital marketing information;

• establish a fully fledged MIS Unit to undertake collection, collation and dissemination of marketing information;

• In collaboration with the aquaculture industry, enable access to information on aquacultural products wholesale, retail and feed ingredient prices from the main domestic and international markets to aquaculture producers, processors, feed manufacturers and consumers;

• collaborate with the aquaculture industry in the establishment and operation of an Aquaculture Information Unit (AIU) which will serve as a primary repository for South African aquaculture information;

• support initiatives aimed at increasing domestic consumption of aquaculture products; and

• collaborate with industry in improving marketing education for producers, processors and consumers relating to characteristics and handling of aquaculture and seafood products.

It is further proposed that SAGIS be expanded to cater for the information needs of other field crops that are currently not covered.

To achieve this, the Department of Agriculture, Forestry and Fisheries shall collaborate with the latter four sub-industries or subsectors and the respective industry trusts. All agricultural industries that collect statutory levies and have industry trusts shall be encouraged to create these information platforms and hyperlink them to the department’s MIS.

2.6 marketing skills developmentAccess to marketing skills is one of the critical requirements in moving smallholder producers towards the desired level of commercialisation. The Department of Agriculture, Forestry and Fisheries shall therefore implement a market-ing skills development and capacity-building programme to help smallholder producers to better plan their produc-tion and marketing activities in accordance with the market requirements, as well as to participate effectively in the mainstream agricultural, forestry and fisheries markets. All players in the different commodity value chains, including producers, processors and consumers need marketing skills for efficient trading and flow of products, be it agricul-tural, forestry or fisheries products.

To achieve this, the Department of Agriculture, Forestry and Fisheries in collaboration with producer bodies shall de-velop and implement marketing skills development and market access capacity-building programmes by: –

• developing, continuously refining and updating the marketing training materials;

• using the accredited marketing training materials to facilitate and conduct training for smallholder producers;

• establishing links with training institutions that provide marketing skills development and market access training needs and collaborate in providing training to producers;

• liaising with training colleges/development institutes, commodity organisations and other organised formations within the agriculture, forestry and fisheries sector to develop and facilitate or offer market access training as re-quired;

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• collaborating with industry organisations, producers and provincial departments responsible for agriculture, for-estry and fisheries in understanding producers’ needs in terms of market development and access and develop-ing remedial training programmes;

• entering into agreements with other institutions and/or organisations to perform these functions;

• encouraging research into marketing skills and capacity building; and

• using formalised mentorship programmes as part of the capacity-building tools for developing smallholder pro-ducers.

When companies in the agriculture, forestry and fisheries sector dedicate resources to collaborate with the state in the provision of marketing skills for smallholder producers, they can also claim points for compliance with the skills devel-opment element of either the AgriBEE scorecard or generic BBBEE scorecard.

2.7 market researCh and market intelligenCeMarket intelligence is about providing a company with a realistic view of a specific market, using existing sources of information (which may be external or internal data) for a better understanding of what is happening in the market place, what the main issues are and what the likely market potential is. Market intelligence can be gathered through desk research and by identifying competitors and analysing their market position, identifying market prospects and partners and collecting information on competitors. Market intelligence studies should therefore occur at industry level by the private sector. Market research helps companies understand markets and customers’ needs and wants (demand) to improve business and marketing effectiveness. The agricultural, forestry and fisheries sector and the department realise the importance of market intelligence and market research.

The Department of Agriculture, Forestry and Fisheries will support industry-level market research by facilitating commis-sioned demand and opportunity-directed marketing research (technical) for the agricultural, forestry and fisheries in-dustry (in partnership with the industry) to enhance competitiveness and future positioning in markets. The Directorate: International Trade within the DAFF and the National Agricultural Marketing Council (NAMC) will be leading institutions for conducting independent and applied market research and intelligence relating to agricultural, forestry and fisher-ies products. The department will also facilitate and support industry efforts aimed at gathering and utilisation of mar-ket intelligence to develop new and expand existing markets for agriculture, forestry and fisheries products.

2.8 market linkagesIn administering trade measures and agreements, the Department of Agriculture, Forestry and Fisheries is routinely involved in administering and issuing negotiated agricultural, forestry and fisheries market access import and export permits for a range of agricultural, forestry and fisheries products. It is anticipated that the successful implementation of the agricultural, forestry and fisheries market access programme will enhance the achievement of the following:

• increasing the number of smallholder producers and traders using market facilities for disposal of their own pro-duce;

• increasing the number of newly established producers marketing agricultural, forestry and fisheries produce on the domestic markets;

• opening market access opportunities for previously disadvantaged producers and traders; and

• removing barriers to access mainstream agricultural, forestry and fisheries markets.

Market access opportunities under the WTO (Marrakesh Agreement) makes provision for specified products to be im-ported at reduced rates of duty subject to a rebate permit, such as dried beans, malt extract, food preparations, pasta, wines and spirits, dried and frozen vegetables, meat, dairy products, dried fruit, cotton and tobacco. The de-partment also issues rebate permits under the tariff heading 04.09 for importing natural honey that must be repack-aged immediately in quantities of less than 1 000 g. The allocation of these market access permits will be used to enhance access to markets by smallholder producers and emerging traders and entrepreneurs.

Furthermore, as part of the concessions provided for in terms of the Trade, Development and Cooperation Agreement (TDCA) between the European Union and South Africa, tariff preferences were granted on limited quantities of se-lected products in the form of tariff quotas. Products that can be exported to the EU are cheese, cut flowers, frozen strawberries, canned fruit, including pears, apricots, peaches and mixed fruit, fruit juices, including frozen orange


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juice, pineapple juice and apple juice as well as wines made from fresh grapes–sparkling wine, white wine and red wine.

In order to ensure the participation of smallholder producers in markets, the Department of Agriculture, Forestry and Fisheries in partnership with the private sector and commodity groups will develop and implement a credible pro-gramme of linking producers to markets and procurement opportunities. The government will implement a series of initiatives to leverage private company resources and infrastructure to expand the engagement and participation of smallholder producers in commercial agriculture, forestry and fisheries supply chains. This will be achieved through collective actions and various types of contract schemes, thereby creating further opportunities for service provision. Additionally, a range of incentive schemes will be used to support contracting.

Secondly, the government and its institutions will position themselves as guaranteed buyers for smallholder producers’ produce and apply preferential procurement when buying food for school feeding schemes, hospitals and correc-tional service facilities. The government will also, through strategic partnerships with the private sector, ensure that produce from smallholder producers in the forestry and fisheries subsectors have access to domestic, regional and international markets. The allocation of fishing permits by the government will also be used to promote market access by smallholder fishermen while the effective use of market contracts will be promoted as a major mechanism to promote market access for smallholder producers of forestry and related products.

2.9 statutory measuresThe Marketing of Agricultural Products Act, 1996 (Act No. 47 of 1996 as amended in 1997 and 2001) provides for a directly affected group to request in writing to the Minister to establish, continue, amend or repeal one or more statu-tory measures. The implementation, administration and enforcement of statutory measures may be entrusted by the Minister by notice in the Government Gazette to any juristic person, institution or department. The Minister may also introduce a levy or levies on any agricultural product or class thereof. The Minister may also, by notice in the Gazette, direct that any person should keep such records and returns as may be specified with regard to the agricultural prod-ucts or classes thereof and direct that such records and returns be furnished to the juristic person or institution referred to in the notice. The Minister may also direct that any person mentioned with regard to the agricultural product or class to which the notice pertains be registered as specified in the notice.

Levies collected through statutory measures may be utilised for a variety of functions, such as market access issues (including trade and development), product development, industry promotion, information and communication, research and development and transfer of technology, transformation and training and capacity development. Statutory measures relating to records and returns compel parties set out in the notice to keep records and render returns to the administrator of the statutory measure while registration ensures that a register of all directly affected groups is available. The Department of Agriculture, Forestry and Fisheries will promote the utilisation of statutory meas-ures to ensure the following:

• enhancement of market access through market research and development;

• ensuring that continuous, timeous and accurate industry information is available to all role players;

• ensuring the collection and dissemination of market and product data;

• ensuring and promoting transformation initiatives within the agricultural, forestry and fisheries products; and

• promoting and supporting research initiatives aimed at the promotion of value-added agricultural, forestry and fisheries products.

2.10 industry trustsThe promulgation of the Marketing of Agricultural Products Act, 1996 (Act No. 47 of 1996) resulted in the abolition of the former marketing control boards. This subsequently led to the cessation of all important support functions that these institutions were offering. All assets that belonged to the former control boards were transferred to different in-dustry trusts, which were formed by various industry bodies immediately after the control boards were abolished. The functions that were previously performed by the control boards included market facilitation and development, mar-keting information and intelligence, the provision of marketing infrastructure, etc. Since the abolition of the control boards, the provision of these important marketing services has been limited, prompting associations of commercial producers to provide these services to their members. Smallholder producers are finding it difficult to access markets because their access to appropriate marketing services is very limited.

10


Given the difficulties experienced by especially smallholder producers in accessing markets, the Department of Agriculture, Forestry and Fisheries will advocate for partnerships between industry or commodity associations, govern-ment and private sector companies to facilitate the opening-up of markets for especially smallholder producers of agricultural, forestry and fisheries products. In this regard, industry trusts are encouraged to:

• co-fund initiatives aimed at promoting produce of smallholder producers in domestic and international markets;

• co-fund research and technology development and transfer;

• co-fund the establishment of marketing infrastructure with a focus on smallholder producers;

• co-fund marketing skills development and capacity-building programmes; and

• fund initiatives aimed at the advancement of smallholder enterprises in the agriculture, forestry and fisheries sec-tor.

2.11 produCt safety and quality standards

Meeting minimum quality and product safety standards by especially smallholder producers in South Africa is a great challenge and it limits their access to various mainstream markets. This is partly because certification requirements and procedures are often perceived as being too stringent and costly for smallholder producers. The ability of the different components of government and other regulatory bodies to implement and monitor various product safety and quality standards compliance requirements along the various value chains is also another area that needs ad-equate attention by both the government and the private sector. It is also important to recognise that there are vari-ous players in South Africa responsible for product safety and quality standards. The various institutions include, among others, the Directorate: Food Safety and Quality Assurance (FSQA) within the DAFF, the South African Bureau of Standards (SABS), the Perishable Products Export Control Board (PPECB), private certification bodies as well as the Department of Health (DoH). These institutions often work independently of each other and in isolation from one an-other. In view of these challenges, the Department of Agriculture, Forestry and Fisheries will collaborate with producers, the private sector and all other relevant value-chain players to:

• build capacities for especially smallholder producers to be able to meet product safety and quality standards for domestic and international markets;

• strengthen mechanisms for accreditation, testing and monitoring product safety and quality standards of domes-tically produced and imported products;

• develop, maintain and promote product safety, quality and traceability standards;

• enhance intradepartmental cooperation to ensure product safety and quality standards;

• assure product safety and quality of agricultural, forestry and fisheries products through innovative processing technologies and new product development;

• ensure and promote the registration and availability of safe and effective insecticides, pesticides, therapeutants, etc., for use in the agriculture, forestry and fisheries sector;

• harmonise national and international product safety and quality standard procedures and guidelines and ensure consistent interpretation and implementation;

• work with the agriculture, forestry and fisheries sector to develop codes of good practice relating to product safety and quality standards within the agricultural, forestry and fisheries sector;

• simplify information on food safety and quality standards and make it available as public knowledge;

• facilitate the development and implementation of forestry certification schemes that meet the requirements of small growers; and

• assure food safety and enhance quality of aquaculture products through innovative processing technologies and new product development recognising the informal sector.

2.12 value Chain roundtables/networksFragmented consultation by industry bodies led to the government taking the initiative of establishing commodity value-chain round tables or networks (VCRTs) that involve participation from across the value chain. The main aim is to build a strengthened industry-government partnership and minimise the fragmented consultation by industrial bod-


11

ies. Value-chain round tables provide platforms to jointly implement initiatives in the areas such as food safety and quality, the environment, innovation, market access, regulations and others. They also help to identify enduring com-petitive advantages for all players and how best to utilise this for the benefit of the subsectors or commodities con-cerned.

A commodity value-chain round table typically consists of representatives of producers, processors, distributors, retail-ers, traders, input suppliers, researchers, government agencies, national and provincial governments, etc. Commodity round tables bring together people who do not always have mutual interests and permit them to establish business contacts, improve business linkages and possibly identify the advantages of working together. In South Africa, how-ever, it should be cautioned that this type of associations and meetings should not be construed by competition authorities to constitute uncompetitive and collusive behaviour. Another key reason behind the establishment of VCRTs is to provide an opportunity for industry-led solutions to industry identified problems/constraints with discussions being country focused and not company focused. The VCRTs also provide an opportunity for the government to consult with industry on various issues relating to policy development, commodity strategies, legislative reviews and other key issues and vice versa.

A concept document on VCRTs has been developed by the Directorate: Marketing and approved by the department for implementation. The objectives of the VCRTs are therefore to:

• create a platform to address key industry challenges and constraints and utilise opportunities for the benefit of the sector or subsector;

• set goals and targets which, if achieved, will strengthen the sector’s competitive position and enhance South Africa’s overall capacity to meet the changing demands of both domestic and international markets;

• build the maximum degree of agreement possible on the development and implementation of coordinated ac-tion plans to achieve set goals and targets;

• track progress on implementation of agreed actions and thereby ensure results;

• develop and implement strategies and initiatives aimed at securing and utilising the country’s competitive advan-tage;

• enhance the country’s competitiveness and participation in the global market place;

• provide input to the development and implementation of government’s agriculture, forestry and fisheries policy, in particular pertaining to international trade, food safety, traceability, science and innovation; and

• allow round tables to develop mechanisms to collaborate with other sector round tables to address mutual issues and priorities.

The concept document also contains all details relating to the functioning, funding, benefits as well as roles and re-sponsibilities of different stakeholders comprising a VCRT.

2.13 export market development and promotionIt is critical to emphasise that one of the major functions of the former control agricultural boards was export promo-tion and administration. After the abolition of the control boards, the functions of export market identification, servicing and coordination have been taken over by individual exporters (mainly export agents). Consequently, market access by smallholder producers has been and continues to be limited. Smallholder producers are increasingly finding it dif-ficult to export their produce to international markets owing to, among other things, low production volumes, lack of skills and resources to identify and service these markets, stringent product safety and quality standards, etc. A major factor contributing to the failure of smallholder producers to export their produce has been identified as lack of finan-cial resources to promote their produce in international markets.

In response to this challenge, the Department of Trade and Industry (dti) developed and implemented an Export Marketing and Investment Assistance Scheme (EMIA). This scheme develops export markets for South African products and services and recruits new foreign direct investment (FDI) into the country. The objectives of EMIA are to:

• provide marketing assistance to develop new export markets and grow existing export markets;

• assist with the identification of new export markets through market research;

• assist companies to increase their competitive advantage by supporting patent registrations, quality marks and product marks;

12


• assist with facilitation to grow FDI through missions and FDI research; and

• increase the contribution of black-owned businesses and SMMEs to South Africa’s economy.

As it can be observed, the focus of EMIA is broad. With respect to export promotion, the EMIA helps companies with costs for transportation of samples, rental of exhibition space, construction of stands, interpretation fees, internet con-nection, telephones, subsistence allowance, return economy-class airfare; and exhibition fees up to a certain maxi-mum. The EMIA accommodates all products produced in the South African economy, with emphasis on targeted sectors of the economy. As a result the scheme faces a number of challenges, including equal assistance to all tar-geted economic sectors, budget and human resources constraints, macro-constraints, etc. The agriculture, forestry, and fisheries sector is identified in the New Growth Path (NGP), the National Development Plan (NDP) and the Industrial Policy Action Plan (IPAP) as one of the main sectors for economic growth and job creation in South Africa. The sector therefore requires specialised and focused support if it is to fulfil its critical mandate.

The Department of Agriculture, Forestry and Fisheries will, in collaboration with producers, the dti, the NAMC, commod-ity associations, industry trusts, private sector companies and other relevant stakeholders, develop and implement an export market development and promotion (EMDP) programme aimed at the creation, expansion and maintenance of foreign markets for South African agricultural, forestry and fisheries products. In addition to the objectives of the EMIA, the programme will aim to:

• provide matching funds to South African smallholder commodity-specific organisations for overseas marketing and promotional activities such as trade shows, market research and intelligence, consumer awareness promo-tions, technical capacity building for smallholder producers and exporters, as well as seminars and webinars to educate foreign consumers about South African agriculture, forestry and fisheries products;

• assist South African smallholder producers and companies with funds for projects that address sanitary, phytosan-itary and other technical and non-tariff barriers that prohibit or limit the exports of products produced by South African smallholder producers and companies; and

• support development of new and existing markets for aquaculture products.

The EMDP programme will be funded through statutory levies (where such levies exist), funds from industry trusts (where such trusts exist), as well as funds budgeted for this purpose from various sources. The programme will be administered jointly by the Directorate: International Trade within the Department of Agriculture, Forestry and Fisheries and the NAMC.

2.14 marketing risk management

Marketing risks refer to risks associated with product losses or product quality losses from the time a product is har-vested by a producer until it is sold by the producer and/or first-level processor. Marketing risk mainly relates to an ex-posure to uncertainty about commodity prices. Marketing risks differ from production risks in that the former relate to finished products while the latter relate to products that are still in the production phase. The agriculture, forestry and fisheries sector is characterised by unique features that distinguish it from other sectors of the economy. These features include low profitability and higher risks of on-farm investments such as weather and pest infestations, uncertainty in input and output prices in markets, poor and limited storage facilities, lack of value-adding facilities, expensive trans-portation owing to product bulkiness, accidents owing to poor roads and limited availability of conventional collateral that smallholder producers can offer. These features invariably deter private sector investment in the marketing of agriculture, forestry and fisheries products in the absence of adequate safeguards, which, in turn, adversely affect productivity and performance of these products.

Marketing risk largely concerns price risk and the availability of markets. Price risk involves the volatility of product or input prices while market availability involves loss of market access owing to competition or other factors. The main sources of market risks affecting agricultural, forestry and fisheries products are price volatility, deterioration in product quality, product destruction and costs associated with product storage. It is critical to note that a large volume of agriculture, forestry and fisheries products is lost as a result of lack of post-harvest handling facilities. It is also important to note that the majority of smallholder producers do not have the ability to purchase private sector insurance prod-ucts to protect their produce against market risks. The available market risk management tools can only be afforded by some of the large commercial producers.


13

To counter market risks facing especially smallholder producers, the Directorate: Marketing proposes the establish-ment of a Market Risks Management (MRM) Programme within the Department of Agriculture, Forestry and Fisheries which will assist smallholder producers and first-level processors in managing income losses resulting from price risk, product losses and availability of markets. The specific objectives of the MRM Programme are as follows:

• to provide for a low-cost, subsidised and affordable insurance scheme to cover market risks associated with agri-culture, forestry and fisheries products;

• to develop, implement and promote market risk management strategies such as contract production, franchis-ing, forward selling, future markets, price hedging, etc., in the marketing of agricultural, forestry and fisheries prod-ucts; and

• to provide for public-private partnerships in the research, development and provision of appropriate market risk instruments for agriculture, forestry and fisheries products.

The MRM Programme will be funded through producer/client premiums as well as funds budgeted for this purpose from various sources.

2.15 marketing assistanCe sChemeAlthough marketing has been incorporated as one of the Comprehensive Agricultural Support Programme (CASP) pillars, the evidence has proven that there has not been any consistent approach in directing CASP funding towards marketing activities. Furthermore, there are no dedicated funding mechanisms to fund marketing programmes with-in the forestry and fisheries subsectors. As already indicated, an efficient marketing system for agricultural, forestry and fisheries products is critical for the development, commercialisation and growth of smallholder producers.

The implementation of the abovementioned marketing programmes will require additional public financial resources. The Directorate Marketing has proposed the establishment of a Marketing Assistance Scheme which will assist in the implementation of the various marketing support programmes. The concept document for the Marketing Assistance Scheme has since been approved by the department. The scheme will also be used to co-invest with the private sector in the implementation of the various programmes within the marketing strategy.

The Marketing Assistance Scheme is a multipurpose marketing financing programme aimed at enabling producers and other direct stakeholders to develop or widen marketing activities including, but not limited to, the construction or purchasing of any agricultural, forestry or fisheries marketing infrastructure such as silos, processing plants, fish stor-age facilities and processing equipment and facilities. The specific objectives of the scheme are as follows:

• to finance investment in first-level processing facilities for smallholder producers;

• to finance the establishment of marketing infrastructure in support of marketing cooperative institutions and com-modity groups among smallholder producers;

• to finance the refurbishment of dilapidated marketing infrastructure;

• to finance the implementation of the marketing skills development and capacity-building programme;

• to provide information and communication technology (ICT) infrastructure support so that marketing information can be collected and disseminated;

• to finance feasibility studies and development of business plans for implementing the marketing infrastructure programme;

• to co-fund the establishment of logistics support services for smallholder producers;

• to co-fund the establishment of a multidisciplinary National Logistics Centre (NLC) that will ensure that specific lo-gistics requirements in agricultural, forestry and fisheries supply chains are addressed;

• to support a programme of linking producers to markets through trade shows/exhibitions, mentorship programmes, supply contracts, certification, etc.;

• to make provision for donor funding from various donor agencies and governments;

• to co-fund a programme of market research and intelligence;

• to co-fund an export promotion and market development programme for agricultural, forestry and fisheries prod-ucts;

14


• to co-fund a market risk/insurance programme for agricultural, forestry and fisheries products; and

• to co-fund the costs associated with certification and compliance to food safety and quality standards for small-holder producers.

3. Other financing mechanismsIn implementing the provisions of this marketing strategy the department will require additional public financial re-sources in the absence of dedicated funding for the Marketing Assistance Scheme. A multi-pronged approach will therefore be followed to finance the provisions of the strategy:

• The provincial departments responsible for agriculture, forestry and fisheries will be encouraged and assisted to utilise the funds allocated for marketing in the CASP pillar to implement the strategy.

• In the medium to long term, opportunities for matching funds from industries in the form of trust funds residing within the various industry trusts will be explored to leverage public financial resources.

• Other funding options from any other Development Finance Institutions (DFIs) such as the Industrial Development Corporation (IDC), the Land Bank and the Development Bank of Southern Africa (DBSA) will be utilised to leverage public financial resources.

• The AgriBEE Fund will be considered as another funding mechanism in implementing the strategy.

• Provincial departments are encouraged to develop their own funding programmes based on the Marketing Assistance Scheme.

Additionally, the private sector in agriculture, forestry and fisheries is also encouraged to form partnerships with the government in availing resources to leverage public resources to ensure implementation of the provisions of this strat-egy.

The Directorate: Marketing will, on an annual basis, consult with the provincial departments responsible for agriculture, forestry and fisheries through the Marketing Forum, at least six months before the end of the financial year to facilitate operationalisation of the provisions of the strategy.

4. Roles and responsibilitiesThe implementation of a strategy of this magnitude requires extensive support and participation by key stakeholders in a partnership formation to leverage state and private sector resources. The Department of Agriculture, Forestry and Fisheries has taken the initiative of developing the strategy framework and it is expected that provinces, in partnership with local municipalities, producers and the private sector, will formulate project-specific implementation plans based on the approved strategy. In summary, the roles and responsibilities of the key partners are as follows:

4.1 department of agriCulture, forestry and fisheriesAs the lead department in the marketing of agricultural, forestry and fisheries products, the Department of Agriculture, Forestry and Fisheries will, in collaboration with other state departments: –

• ensure participation by all provinces and relevant stakeholders in the implementation of the strategy;

• review the strategy on an on-going basis, depending on changes in the environment and on the requirements of the provinces, producers and other stakeholders;

• establish the Marketing Assistance Scheme to support the implementation of the various marketing support pro-grammes;

• expand the marketing information system in collaboration with provincial departments of agriculture(PDAs) and other role players;

• facilitate access to marketing information platforms residing with the various industry organisations;

• develop and disseminate marketing information in the form of market value-chain profiles and quarterly market outlook bulletins;


15

• administer the permit allocation system for rebate permit applications;

• facilitate the identification of aquaculture and forestry development zones and the establishment of relevant marketing infrastructure;

• facilitate the establishment of VCRTs/networks to foster government-industry collaboration;

• facilitate the development of a reliable, efficient and affordable programme for managing marketing risks for agriculture, forestry and fisheries products; and

• develop and implement a credible programme to assist smallholder producers to meet product safety and qual-ity standards; and

• monitor and evaluate the implementation of this strategy;

4.2 provinCial departments of agriCultureConsidering that provinces are the delivery points of the government, the following roles and responsibilities will be allocated to relevant provincial departments:

• interpreting, internalising and popularising the strategy among the key stakeholders to expedite implementation;

• contributing towards the development and review of the strategy;

• customising the marketing support programmes in the strategy to regional conditions to ensure implementation;

• incorporating the provisions of the strategy into their annual performance plans and operational plans;

• mobilising supplementary resources to leverage the available public resources;

• facilitating the establishment and/or strengthening of marketing cooperatives;

• providing mentorship, leadership and management advice for marketing cooperatives;

• facilitating the identification of aquaculture and forestry development zones and the establishment of relevant marketing infrastructure;

• implementing a credible programme to assist smallholder producers to meet product safety and quality stand-ards;

• facilitating the formation of commodity groups among smallholder producers in collaboration with organised in-dustry organisations;

• continuously investigating marketing infrastructure gaps experienced by producers in collaboration with the na-tional department and industry bodies;

• establishing and/or revitalising marketing infrastructure;

• providing the infrastructure and resources required to expand the MIS;

• implementing the marketing skills development programme for various commodities in collaboration with the national department;

• implementing a programme of linking producers to markets in collaboration with commodity groups;

• in collaboration with the national department and the private sector, identify development zones/hubs that require shared marketing infrastructure;

• undertaking continuous monitoring and evaluation to assess the impact of the strategy on beneficiaries; and

• writing progress reports to evaluate the effectiveness of the strategy.

4.3 the private seCtorWhile government has a role in ensuring availability and access to publicly owned resources, the private sector has an equal responsibility to leverage government resources through public-private partnerships. The specific role of the private sector in the implementation of the marketing strategy may be summarised as follows:

• to assist the department in the identification of development zones/hubs that will require shared marketing infra-structure;

16


• to collaborate with the department in the establishment of marketing cooperatives and collection depots;

• to collaborate with the department in implementing the Marketing Skills Development Programme;

• to collaborate with the department in developing and implementing a credible programme of linking producers to markets; and

• to co-fund the implementation of the various programmes of this strategy.

4.4 produCers, organised industry organisations and other Cooperating partiesProducers, organised industry organisations and other cooperating parties are expected to: –

• provide guidance and support for the departments with regard to the implementation of all the marketing support programmes;

• participate actively in and utilise all the support programmes implemented by the state;

• produce sufficient quantities of agricultural, forestry and fisheries products to justify the need for marketing support services;

• initiate the formation of commodity associations and marketing cooperatives among smallholder producers in partnership with relevant provincial and local departments;

• assist the national Department of Agriculture, Forestry and Fisheries as well as relevant provincial departments in the medium to long term in integrating commodity associations among smallholder producers with the main-stream commodity associations;

• take ownership of the infrastructure development business plans and the implementation thereof;

• maintain the infrastructure according to set maintenance requirements and ensure their sustainable and efficient use;

• actively participate in the expansion of the MIS;

• assist in identifying agriculture, forestry and fisheries development zones/hubs that require shared market infrastruc-ture and support;

• provide market information for populating the marketing information system;

• actively participate in the establishment and functioning of VCRTs/networks;

• utilise the market risk management programme and adopt other market risk management strategies; and

• actively participate in marketing campaigns under the export market development and promotion programme.

4.5 department of transportThe Department of Transport (DoT) collaborates with the national Department of Agriculture, Forestry and Fisheries in implementing the agro-logistics strategy.

4.6 department of trade and industryThe Department of Trade and Industry is expected to: –

• act as lead trade negotiator in the application of trade policy and take cognisance of the sensitive nature of the sector in trade negotiations;

• apply competition legislation in collaboration with the national Department of Agriculture, Forestry and Fisheries, to monitor the impact of market concentration on efficient performance of agricultural, forestry and fisheries mar-kets;


17

• co-fund the export market development and promotion programme to create export opportunities and increase exposure of foreign consumers for South Africa’s agriculture, forestry and fisheries products;

• apply the provisions of the Agricultural Tariff Policy through the International Trade Administration Commission (ITAC) to ensure reasonable levels of protection against unfair external competition for domestic producers; and

• ensure that investment is channelled to the identified sectors in agriculture, forestry and fisheries.

4.7 statistiCs south afriCaStatistics South Africa continuously provides support in the monitoring of food prices, input costs and food-processing costs.

4.8 development finanCe institutionsDevelopment Finance Institutions (DFIs): –

• make available financial resources towards the implementation of the various programmes in this strategy;

• serve as efficient disbursement institutions for financial resources from the state;

• develop innovative financial instruments in support of the objectives of this strategy and related government ob-jectives; and

• promote and participate in public-private and joint investments.

4.9 national agriCultural marketing CounCilThe NAMC is expected to:

• direct the development and implementation of a credible programme of market research for agricultural, for-estry and fisheries products to enhance competitiveness, value addition and future positioning in markets;

• guide the optimum utilisation of statutory measures in the development of different industries within the agriculture, forestry and fisheries sector, with particular emphasis on activities that promote the development of smallholder producers;

• guide the effective functioning of agriculture, forestry and fisheries industry trusts to ensure that their activities are development-oriented; and

• create export opportunities and increased exposure of foreign consumers for South Africa’s agriculture, forestry and fisheries products (trade promotion/support).

4.10 marketing forumThe Marketing Forum chaired by the Directorate: Marketing is composed of deputy directors and agricultural econo-mists responsible for marketing services from the nine PDAsand relevant directorates from the national department.

The Marketing Forum as a subcommittee of the Agricultural Economics Working Group (AEWG) will be responsible for implementation of the strategy in the following ways:

• operationalising implementation of the strategy and its provisions;

• serving as a platform for reporting and reviewing progress regarding the implementation of the strategy; and

• exchange experiences and best practices, as well as share lessons on best practices in implementing the strategy.

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tor

co

mp

ani

es,

Se

rvic

e

pro

vid

ers

; Me

nto

rs;

Rele

vant

pro

vinc

ial

de

pa

rtme

nts.

5. I

mplem

enta

tion

plan


19Out

co

me

/sKe

y p

riorit

y a

rea

G

oa

lsAc

tiviti

es

Out

put

Ind

ica

tors

Resp

ons

ibilit

y

An e

ffic

ient

, co

mp

etit

ive

a

nd re

spo

nsiv

e

ec

ono

mic

infra

stru

ctu

re

netw

ork

.

Ag

ro-lo

gis

tics

Fac

ilita

te e

ffic

ient

flo

w

of a

gric

ultu

ral,

fore

stry

a

nd fi

she

ries

pro

duc

ts.

Fac

ilita

te

imp

lem

ent

atio

n o

f the

lo

gist

ics

stra

teg

y a

nd

mo

de

l.

Effic

ient

ag

ricul

tura

l, fo

rest

ry a

nd fi

she

ries

ma

rke

ting

va

lue

cha

ins

Effe

ctiv

e a

nd e

ffic

ient

lo

gist

ica

l se

rvic

es

to

valu

e c

hain

pla

yers

Dire

cto

rate

: Ag

ro-

pro

ce

ssin

g S

upp

ort;

D

ep

artm

ent

of

Trans

po

rt;D

ep

artm

ent

of P

ublic

En

terp

rise

s;Tra

nsne

t Fre

ight

Ra

il;In

dus

try o

rga

nisa

tions

;Re

leva

nt p

rovi

ncia

l d

ep

artm

ent

s

Out

co

me

/s

Key

prio

rity

are

a

Go

als

Activ

itie

sO

utp

utIn

dic

ato

rsRe

spo

nsib

ility

An e

ffic

ient

, co

mp

etit

ive

a

nd re

spo

nsiv

e

ec

ono

mic

infra

stru

ctu

re

netw

ork

.

Vib

rant

, eq

uita

ble

a

nd s

usta

ina

ble

rura

l c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

Ma

rke

ting

In

fra

stru

ctu

reFa

cilit

ate

ma

rke

ting

, tra

de

and

tra

nsfo

rma

tion

of r

aw

a

gric

ultu

ral,

fore

stry

a

nd fi

she

ries

pro

duc

ts

into

va

lue

ad

de

d

pro

duc

ts.

Co

ntin

uous

ly in

vest

iga

te

ma

rke

ting

infra

stru

ctu

re

ga

ps

exp

erie

nce

d b

y p

rod

uce

rs.

Esta

blis

h a

nd/o

r re

vita

lise

ma

rke

ting

in

frast

ruc

ture

.

Ide

ntify

ag

ricul

ture

, fo

rest

ry a

nd fi

she

ries

de

velo

pm

ent

hub

s/zo

nes

tha

t re

qui

re

sha

red

ma

rke

ting

in

frast

ruc

ture

and

su

pp

ort.

Rep

orts

on

ma

rke

ting

in

frast

ruc

ture

ga

ps

from

a

ll ni

ne p

rovi

nce

s

Func

tiona

l ma

rke

ting

in

frast

ruc

ture

uni

ts

Esta

blis

hed

and

re

sour

ce

d a

gric

ultu

re,

fore

stry

and

fish

erie

s d

eve

lop

me

nt h

ubs/

zone

s.

Num

be

ro

f bus

ine

ss p

lans

(d

eve

lop

ed

and

im

ple

me

nte

d) t

o b

ridg

e

infra

stru

ctu

re g

ap

s

Num

be

r of i

nve

stig

atio

n re

po

rts

Num

be

r of f

unc

tiona

l m

ark

etin

g in

frast

ruc

ture

un

its e

sta

blis

hed

Num

be

r and

ext

ent

o

f use

of a

gric

ultu

re,

fore

stry

and

fish

erie

s d

eve

lop

me

nt h

ubs/

zone

s.

Pro

duc

ers

;Re

leva

nt p

rovi

ncia

l d

ep

artm

ent

s;In

dus

try o

rga

nisa

tions

;D

irec

tora

te: M

ark

etin

g;

De

velo

pm

ent

Fin

anc

e

Inst

itutio

ns;

Priv

ate

se

cto

r c

om

pa

nie

s

Pro

duc

ers

;Re

leva

nt p

rovi

ncia

l d

ep

artm

ent

s;In

dus

try o

rga

nisa

tions

;D

irec

tora

te: M

ark

etin

g;

De

velo

pm

ent

Fin

anc

e

Inst

itutio

ns;

Priv

ate

se

cto

r c

om

pa

nie

s

Pro

duc

ers

;Re

leva

nt p

rovi

ncia

l d

ep

artm

ent

s;In

dus

try o

rga

nisa

tions

;D

irec

tora

te: M

ark

etin

g;

Priv

ate

se

cto

r c

om

pa

nie

s

20


Out

co

me

/s

Key

prio

rity

are

a

Go

als

Activ

itie

sO

utp

utIn

dic

ato

rsRe

spo

nsib

ility

An e

ffic

ient

, co

mp

etit

ive

a

nd re

spo

nsiv

e

ec

ono

mic

infra

stru

ctu

re

netw

ork

.

Ma

rke

ting

Info

rma

tion

Pro

vid

e m

ark

et

info

rma

tion

for

pro

duc

ers

and

the

e

ntire

ag

ricul

tura

l, fo

rest

ry a

nd fi

she

ries

sec

tor f

or e

ffic

ient

fu

nctio

ning

of m

ark

ets

a

nd to

enh

anc

e m

ark

et

ac

ce

ss.

Exp

and

ing

the

MIS

a

nd p

rovi

din

g th

e

infra

stru

ctu

re in

the

p

rovi

nce

s

Fac

ilita

te a

cc

ess

to

info

rma

tion

pla

tform

s re

sidin

g w

ith a

gric

ultu

ral,

fore

stry

and

fish

erie

s in

dus

trie

s.

De

velo

pin

g a

nd

diss

em

ina

ting

a

gric

ultu

ral,

fore

stry

and

fis

herie

s m

ark

etin

g v

alu

e

cha

in p

rofil

es.

De

velo

pin

g a

nd

diss

em

ina

ting

qua

rterly

m

ark

et o

utlo

ok

bul

letin

s fo

r ag

ricul

tura

l, fo

rest

ry

and

fish

erie

s p

rod

ucts

.

MIS

Info

rma

tion

pla

tform

s fo

rme

d

Pub

lica

tions

on

ag

ricul

tura

l, fo

rest

ry

and

fish

erie

s m

ark

etin

g

valu

e c

hain

pro

file

s d

eve

lop

ed

Qua

rterly

ma

rke

t re

po

rts

MIS

link

ag

es

to

ele

ctro

nic

and

prin

t m

ed

ia

Use

fuln

ess

of t

he

info

rma

tion

pla

tform

s

Num

be

r of c

om

mo

dity

p

rofil

es

de

velo

pe

d a

nd

pub

lishe

d

Use

fuln

ess

of

Co

mm

od

ity p

rofil

es

de

velo

pe

d a

nd

pub

lishe

d

Num

be

r of r

ep

orts

p

ublis

hed

qua

rterly

Use

fuln

ess

of r

ep

orts

p

ublis

hed

qua

rterly

Dire

cto

rate

s: M

ark

etin

g,

Fre

sh p

rod

uce

ma

rke

ts;

Ind

ustry

org

ani

satio

ns;

Rele

vant

pro

vinc

ial

de

pa

rtme

nts

Dire

cto

rate

s: M

ark

etin

g,

Fre

sh p

rod

uce

ma

rke

ts;

Ind

ustry

org

ani

satio

ns;

Rele

vant

pro

vinc

ial

de

pa

rtme

nts

Dire

cto

rate

s: M

ark

etin

g,

Fre

sh p

rod

uce

ma

rke

ts;

Ind

ustry

org

ani

satio

ns;

Rele

vant

pro

vinc

ial

de

pa

rtme

nts

Dire

cto

rate

s: M

ark

etin

g,

Fre

sh p

rod

uce

ma

rke

ts;

Ind

ustry

org

ani

satio

ns;

Rele

vant

pro

vinc

ial

de

pa

rtme

nts


21Out

co

me

/s

Key

prio

rity

are

a

Go

als

Activ

itie

sO

utp

utIn

dic

ato

rsRe

spo

nsib

ility

Skille

d a

nd c

ap

ab

le

wo

rkfo

rce

to s

upp

ort

an

inc

lusiv

e e

co

nom

ic

gro

wth

.

Ma

rke

ting

ski

lls

de

velo

pm

ent

He

lpin

g p

rod

uce

rs

to b

ette

r und

ers

tand

th

e m

ec

hani

sms

of

ag

ricul

tura

l, fo

rest

ry a

nd

fishe

ries

ma

rke

ting

.

He

lpin

g p

rod

uce

rs to

b

ette

r pla

n p

rod

uctio

n a

nd m

ark

etin

g a

ctiv

itie

s a

cc

ord

ing

to m

ark

et

req

uire

me

nts

and

to

pa

rtic

ipa

te e

ffec

tive

ly in

m

ark

ets

.

Fac

ilita

ting

d

eve

lop

me

nt o

f a

gric

ultu

ral,

fore

stry

and

fis

herie

s m

ark

etin

g s

kills

train

ing

ma

nua

ls.

Liaisi

ng w

ith

de

velo

pm

ent

in

stitu

tes/

co

lleg

es

and

co

mm

od

ity

ass

oc

iatio

ns to

offe

r a

gric

ultu

ral,

fore

stry

and

fis

herie

s m

ark

etin

g s

kills.

Imp

lem

ent

ing

m

ark

etin

g s

kills

pro

gra

mm

es

for k

ey

ag

ricul

tura

l, fo

rest

ry a

nd

fishe

ries

co

mm

od

itie

s a

nd a

cc

ord

ing

to n

ee

d.

Acc

red

ited

ma

rke

ting

sk

ills tr

ain

ing

ma

nua

ls.

Mo

U/Pr

og

ram

me

with

d

eve

lop

me

nt in

stitu

tes/

co

lleg

es.

Sta

tus

rep

ort

on

ma

rke

ting

skil

ls tra

inin

g

pro

gra

mm

es.

Num

be

r of m

ark

etin

g

skills

tra

inin

g m

anu

als

de

velo

pe

d.

Rele

vanc

e o

f ma

rke

ting

sk

ills tr

ain

ing

ma

nua

ls d

eve

lop

ed

.

App

rove

d M

oU

and

sk

ills d

eve

lop

me

nt

pro

gra

mm

e.

Num

be

r of p

rod

uce

rs

skille

d in

ag

ricul

tura

l, fo

rest

ry a

nd fi

she

ries

ma

rke

ting

.

Effe

ctiv

ene

ss o

f m

ark

etin

g s

kills

de

velo

pm

ent

p

rog

ram

me

s.

Rele

vanc

e o

f the

m

ark

etin

g s

kills

de

velo

pm

ent

p

rog

ram

me

s.

Pro

duc

ers

; Dire

cto

rate

: M

ark

etin

g;

Train

ing

inst

itutio

ns a

nd

serv

ice

pro

vid

ers

;In

dus

try o

rga

nisa

tions

;Re

leva

nt p

rovi

ncia

l d

ep

artm

ent

s.

Train

ing

inst

itutio

ns,

Pro

duc

ers

; Dire

cto

rate

: M

ark

etin

g;

Serv

ice

pro

vid

ers

;In

dus

try o

rga

nisa

tions

;Re

leva

nt p

rovi

ncia

l d

ep

artm

ent

s.

Pro

duc

ers

; Dire

cto

rate

: M

ark

etin

g;

Train

ing

inst

itutio

ns a

nd

serv

ice

pro

vid

ers

;In

dus

try o

rga

nisa

tions

;Re

leva

nt p

rovi

ncia

l d

ep

artm

ent

s.

22


Out

co

me

/s

Key

prio

rity

are

a

Go

als

Activ

itie

sO

utp

utIn

dic

ato

rsRe

spo

nsib

ility

Vib

rant

, eq

uita

ble

a

nd s

usta

ina

ble

rura

l c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

De

ce

nt e

mp

loym

ent

th

roug

h in

clu

sive

e

co

nom

ic g

row

th.

Ma

rke

t lin

kag

es

Adm

inist

erin

g tr

ad

e

me

asu

res

and

a

gre

em

ent

s a

nd

pro

vid

ing

sup

po

rt fo

r a

gric

ultu

ral,

fore

stry

and

fis

herie

s e

xpo

rters

.

De

velo

p p

roc

ed

ure

s to

a

pp

ly fo

r re

ba

te p

erm

its.

Issue

ma

rke

t ac

ce

ss

pe

rmits

.

De

velo

p a

nd

imp

lem

ent

a

pro

gra

mm

e o

f lin

king

p

rod

uce

rs to

ma

rke

ts.

Inve

stig

ate

and

p

ublis

h p

roc

ure

me

nt

req

uire

me

nts

for v

ario

us

ma

rke

ts.

Bro

chu

re o

f ap

plic

atio

n p

roc

ed

ure

s.

App

rove

d m

ark

et

ac

ce

ss p

erm

its

Linkin

g p

rod

uce

rs to

m

ark

ets

pro

gra

mm

e.

Bro

chu

res

on

pro

cur

em

ent

re

qui

rem

ent

s.

App

rove

d b

roc

hure

with

a

pp

lica

tion

pro

ce

dur

es.

App

rove

d m

ark

et

ac

ce

ss p

erm

its;

Num

be

r and

ext

ent

of

ma

rke

t ac

ce

ss p

erm

its

utilis

ed

Num

be

r of p

rod

uce

rs o

r p

rod

uce

r gro

upsli

nke

d

to m

ark

ets

.

Num

be

r and

use

fuln

ess

o

f bro

chu

res

pub

lishe

d.

Dire

cto

rate

: Ma

rke

ting

Dire

cto

rate

: Ma

rke

ting

Pro

duc

ers

;D

irec

tora

te: M

ark

etin

g;

Rele

vant

pro

vinc

ial

de

pa

rtme

nts;

Ind

ustry

org

ani

satio

ns;

Loc

al a

nd fo

reig

n re

taile

rs;

Inst

itutio

nal b

uye

rs; F

resh

p

rod

uce

ma

rke

ts;

Pro

ce

sso

rs

Dire

cto

rate

: Ma

rke

ting

Out

co

me

/s

Key

prio

rity

are

a

Go

als

Activ

itie

sO

utp

utIn

dic

ato

rsRe

spo

nsib

ility

Vib

rant

, eq

uita

ble

a

nd s

usta

ina

ble

rura

l c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

Skille

d a

nd c

ap

ab

le

wo

rkfo

rce

to s

upp

ort

an

inc

lusiv

e e

co

nom

ic

gro

wth

.

Ma

rke

t re

sea

rch

and

m

ark

et

inte

llig

enc

eEn

hanc

ing

c

om

pe

titiv

ene

ss a

nd

futu

re p

osit

ioni

ng in

a

gric

ultu

ral,

fore

stry

a

nd fi

she

ries

ma

rke

ts

glo

ba

lly.

Co

nduc

ting

de

ma

nd

and

op

po

rtuni

ty

dire

cte

d te

chn

ica

l re

sea

rch

on

ag

ricul

tura

l, fo

rest

ry a

nd fi

she

ries

ma

rke

ts, i

nclu

din

g

co

mm

issio

ned

rese

arc

h fro

m th

e a

gric

ultu

ral,

fore

stry

and

fish

erie

s in

dus

try.

Ma

rke

ting

rese

arc

h re

po

rts a

nd/o

r p

ublic

atio

ns.

Ma

rke

t int

ellig

enc

e

stud

ies.

Num

be

r of m

ark

etin

g

rese

arc

h re

po

rts.

Rele

vanc

e o

f ma

rke

ting

re

sea

rch

rep

orts

to

ind

ustry

and

oth

er

pla

yers

.

Use

fuln

ess

of m

ark

etin

g

rese

arc

h re

po

rts to

in

dus

try.

NAM

C;

Oth

er r

ele

vant

rese

arc

h in

stitu

tions

; ind

ustry

o

rga

nisa

tions

.

Dire

cto

rate

Inte

rna

tiona

l Tra

de


23Out

co

me

/s

Key

prio

rity

are

a

Go

als

Activ

itie

sO

utp

utIn

dic

ato

rsRe

spo

nsib

ility

Vib

rant

, eq

uita

ble

a

nd s

usta

ina

ble

rura

l c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

De

ce

nt e

mp

loym

ent

th

roug

h in

clu

sive

g

row

th.

Co

mp

etit

ion

and

p

ricin

gM

oni

tor t

he im

pa

ct o

f m

ark

et c

onc

ent

ratio

n o

n th

e e

ffic

ient

p

erfo

rma

nce

of

ag

ricul

tura

l, fo

rest

ry a

nd

fishe

ries

ma

rke

ts.

Mo

nito

r tre

nds

in fo

od

p

rice

s, fo

od

pro

ce

ssin

g

co

sts

and

farm

-to-re

tail

pric

e s

pre

ad

s.

App

lyin

g c

om

pe

titio

n le

gisl

atio

n un

de

r th

e C

om

pe

titio

n C

om

miss

ion

to a

dd

ress

a

ny p

rob

lem

tha

t ma

y a

rise.

Co

llec

ting

reta

il p

rice

d

ata

, co

nduc

ting

a

naly

sis a

nd w

ritin

g

rep

orts

.

Rep

orts

of i

nve

stig

atio

ns

into

the

co

nduc

t of

pa

rtic

ula

r ma

rke

t p

arti

cip

ant

s.

Qua

rterly

foo

d p

rice

tre

nds

rep

orts

.

Num

be

r of r

ep

orts

Use

fuln

ess

of r

ep

orts

Pub

lishe

d fo

od

pric

e

trend

s re

po

rts.

Diss

em

ina

ted

foo

d

pric

e tr

end

s re

po

rts.

Co

mp

etit

ion

Co

mm

issio

n o

f the

D

ep

artm

ent

of T

rad

e

and

Ind

ustry

NAM

CSt

atis

tics

Sout

h Af

rica

;Re

leva

nt p

rovi

ncia

l d

ep

artm

ent

s.

Out

co

me

/s

Key

prio

rity

are

a

Go

als

Activ

itie

sO

utp

utIn

dic

ato

rsRe

spo

nsib

ility

Vib

rant

, eq

uita

ble

a

nd s

usta

ina

ble

rura

l c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

De

ce

nt e

mp

loym

ent

th

roug

h in

clu

sive

g

row

th.

Ag

ricul

tura

l, fo

rest

ry

and

fish

erie

s ta

riffs

Pro

vid

ing

pro

tec

tion

ag

ain

st u

nfa

ir e

xte

rna

l c

om

pe

titio

n.

Enha

ncin

g

co

mp

etit

ive

ness

th

roug

h tra

de

-ba

sed

m

ec

hani

sms.

App

lyin

g th

e p

rovi

sions

o

f the

tarif

f po

licy

to

ens

ure

rea

sona

ble

le

vels

of p

rote

ctio

n fo

r d

om

est

ic p

rod

uce

rs.

Revi

sed

tarif

f le

vels

for

ag

ricul

tura

l, fo

rest

ry a

nd

fishe

ries

pro

duc

ts.

Num

be

r of r

evi

sed

tarif

f le

vels

and

oth

er t

rad

e

rem

ed

ies.

Num

be

r of

imp

lem

ent

ed

tarif

f le

vels.

Inte

rna

tiona

l Tra

de

Ad

min

istra

tion

Co

mm

issio

n (IT

AC) o

f th

e d

ti;D

irec

tora

te: M

ark

etin

g;

NAM

C

24


Out

co

me

/s

Key

prio

rity

are

a

Go

als

Activ

itie

sO

utp

utIn

dic

ato

rs R

esp

ons

ibilit

y

Vib

rant

, eq

uita

ble

a

nd s

usta

ina

ble

rura

l c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

Sta

tuto

ry m

ea

sure

sPr

om

otin

g e

ffic

ient

a

nd e

ffec

tive

util

isatio

n o

f sta

tuto

ry m

ea

sure

s to

enh

anc

e in

dus

try

co

mp

etit

ive

ness

.

De

velo

p re

que

sts

for

est

ab

lishm

ent

, re

pe

al o

r c

ont

inua

tion

of s

tatu

tory

m

ea

sure

s.

Eva

lua

tion

and

in

vest

iga

tion

of t

he

req

uest

ed

sta

tuto

ry

me

asu

re/s

.

Fac

ilita

te a

pp

rova

l a

nd g

aze

tting

of t

he

sta

tuto

ry m

ea

sure

/s.

Imp

lem

ent

atio

n o

f the

st

atu

tory

me

asu

re/s

.

Rep

ort

on

the

imp

ac

t of

imp

lem

ent

ed

sta

tuto

ry

me

asu

res.

Form

al r

eq

uest

s fro

m

ind

ustry

.

Inve

stig

atio

n re

po

rt/s

App

rove

d s

tatu

tory

m

ea

sure

/s,

Reg

iste

r of D

AG, d

ata

o

n re

co

rds

and

retu

rns

and

ap

pro

ved

levi

es.

Sta

tus

rep

ort

Num

be

r of r

eq

uest

s d

eve

lop

ed

and

lod

ge

d.

Num

be

r of

inve

stig

atio

ns

co

nclu

de

d.

Ga

zette

no

tice

/s,

Ind

ustry

info

rma

tion

and

st

atis

tics,

levi

es.

Num

be

r of s

tatu

s re

po

rts

de

velo

pe

d p

er a

nnum

.

Pro

duc

ers

; I

ndus

try o

rga

nisa

tions

. N

AMC

NAM

C;

Dire

cto

rate

: Ma

rke

ting

Pro

duc

ers

; I

ndus

try o

rga

nisa

tions

NAM

C

NAM

C

Out

co

me

/s

Key

prio

rity

are

a

Go

als

Activ

itie

sO

utp

utIn

dic

ato

rsRe

spo

nsib

ility

Vib

rant

, eq

uita

ble

a

nd s

usta

ina

ble

rura

l c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

Ind

ustr

y tr

usts

Pro

mo

ting

the

effi

cie

nt

use

of i

ndus

try tr

ust

fund

s to

sup

po

rt sm

allh

old

er p

rod

uce

rs.

Fac

ilita

te a

pp

oin

tme

nt

of t

rust

ee

s to

va

rious

in

dus

try tr

usts

.

Ma

nag

e re

po

rting

m

ec

hani

sms

be

twe

en

the

ind

ustry

trus

ts a

nd

the

Min

iste

r.

Mo

nito

r util

isatio

n o

f in

dus

try tr

ust f

und

s.

Effe

ctiv

e b

oa

rds

of

trust

ee

s fo

r all

trust

s.

Rep

orts

on

op

era

tions

o

f tru

sts.

App

rove

d

ap

po

intm

ent

s fo

r tru

ste

es.

Annu

al r

ep

orts

on

op

era

tions

of i

ndus

try

trust

s.An

nua

l re

po

rts o

n ut

ilisa

tion

of i

ndus

try tr

ust

fund

s.

Rele

vant

ind

ustry

trus

ts;

NAM

C

Rele

vant

ind

ustry

trus

ts;

NAM

C


25Out

co

me

/sKe

y p

riorit

y a

rea

G

oa

lsAc

tiviti

es

Out

put

Ind

ica

tors

Resp

ons

ibilit

y

Vib

rant

, eq

uita

ble

a

nd s

usta

ina

ble

rura

l c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

Envi

ronm

ent

al a

sse

ts

and

na

tura

l re

sour

ce

s th

at a

re w

ell

pro

tec

ted

a

nd c

ont

inua

lly

enh

anc

ed

.

Pro

duc

t sa

fety

and

q

ualit

y st

and

ard

sEn

hanc

ing

the

c

ap

ac

ity o

f sm

allh

old

er

pro

duc

ers

to m

ee

t p

rod

uct s

afe

ty a

nd

qua

lity

sta

nda

rds.

Ensu

re a

dhe

renc

e to

Fo

rest

ry S

tew

ard

ship

C

oun

cil

and

Prin

cip

les,

C

rite

ria, I

ndic

ato

rs a

nd

Sta

nda

rds

(PC

IS).

De

velo

pin

g a

gui

de

line

d

oc

ume

nt fo

r sm

allh

old

er p

rod

uce

rs

to m

ee

t pro

duc

t sa

fety

a

nd q

ualit

y st

and

ard

s.

De

velo

pin

g tr

ain

ing

m

anu

als

and

pro

vid

ing

tra

inin

g fo

r re

gist

ratio

n,

ac

cre

dita

tion,

test

ing

, a

nd m

oni

torin

g p

rod

uct

safe

ty a

nd q

ualit

y st

and

ard

s.

De

velo

pin

g a

gui

de

line

d

oc

ume

nt fo

r p

rod

uce

rs to

co

mp

ly

with

pro

duc

t sa

fety

and

q

ualit

y st

and

ard

s.

Gui

de

line

do

cum

ent

Acc

red

ited

tra

inin

g

ma

nua

ls.

Sta

tus

rep

ort

on

train

ing

p

rovi

de

d to

sm

allh

old

er

pro

duc

ers

.

Pro

duc

ers

co

mp

lianc

e

App

rove

d g

uid

elin

e

do

cum

ent

.

Effe

ctiv

ene

ss a

nd

rele

vanc

e o

f tra

inin

g

pro

vid

ed

to s

ma

llho

lde

r p

rod

uce

rs

Inc

rea

se in

num

be

r of

pro

duc

ers

co

mp

lyin

g

with

pro

duc

t sa

fety

and

q

ualit

y st

and

ard

s.

Dire

cto

rate

s: M

ark

etin

g,

Foo

d S

afe

ty a

nd Q

ualit

y As

sura

nce

Dire

cto

rate

s: M

ark

etin

g,

Foo

d S

afe

ty a

nd Q

ualit

y As

sura

nce,

Ag

ricul

tura

l In

put

s C

ont

rol,

Foo

d

Imp

ort

and

Exp

ort

Sta

nda

rds;

PPEC

B; D

ep

artm

ent

o

f He

alth

; Priv

ate

c

erti

fica

tion

bo

die

s;Se

rvic

e p

rovi

de

rs

Dire

cto

rate

s: S

ma

ll Sc

ale

Fo

rest

ry,

Co

mm

erc

ial F

ore

stry

Out

co

me

/sKe

y p

riorit

y a

rea

G

oa

lsAc

tiviti

es

Out

put

Ind

ica

tors

Resp

ons

ibilit

y

Vib

rant

, eq

uita

ble

a

nd s

usta

ina

ble

rura

l c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

Envi

ronm

ent

al a

sse

ts

and

na

tura

l re

sour

ce

s th

at a

re w

ell

pro

tec

ted

a

nd c

ont

inua

lly

enh

anc

ed

.

VCRT

s/ n

etw

ork

s Fo

ste

ring

ind

ustry

-g

ove

rnm

ent

c

olla

bo

ratio

n th

at h

elp

s to

se

cur

e a

n e

ndur

ing

g

lob

al c

om

pe

titiv

e

ad

vant

ag

e.

Fac

ilita

ting

the

e

sta

blis

hme

nt o

f va

lue

c

hain

roun

dta

ble

s/N

etw

ork

s.

Fac

ilita

ting

sitt

ing

s o

f the

VC

RTs/

netw

ork

s.

Rep

orti

ng o

n th

e

ac

tiviti

es

of t

he

roun

dta

ble

s.

Esta

blis

hed

VC

RTs/

netw

ork

s.

Me

etin

g s

che

dul

es,

Min

ute

s o

f the

m

ee

ting

s.

Rec

ord

s o

f de

cisi

ons

.

Rep

orts

to M

inist

er.

Num

be

r, re

leva

nce

and

e

ffec

tive

ness

of V

CRT

s/ne

two

rks

est

ab

lishe

d.

App

rove

d m

ee

ting

sc

hed

ule

/s.

App

rove

d m

inut

es

of

the

me

etin

gs.

App

rove

d re

co

rd/s

of

de

cisi

ons

.

Bia

nnua

l re

po

rts

to th

e M

inist

er a

nd

de

pa

rtme

nta

l m

ana

ge

me

nt.

Pro

duc

ers

;In

dus

try o

rga

nisa

tions

;Re

leva

nt p

rovi

ncia

l d

ep

artm

ent

s;Re

leva

nt D

AFF

dire

cto

rate

s; d

ti;

Pro

ce

sso

rs, R

eta

ilers

; Re

gul

ato

ry b

od

ies;

Re

sea

rch

inst

itutio

ns;

etc

.

Dire

cto

rate

: Ma

rke

ting

,D

DG

EDTM

26


Out

co

me

/sKe

y p

riorit

y a

rea

G

oa

lsAc

tiviti

es

Out

put

Ind

ica

tors

Resp

ons

ibilit

y

Vib

rant

, eq

uita

ble

a

nd s

usta

ina

ble

rura

l c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

De

ce

nt e

mp

loym

ent

th

roug

h in

clu

sive

e

co

nom

ic g

row

th.

Exp

ort

ma

rke

t d

eve

lop

me

nt a

nd

pro

mo

tion

Cre

atin

g e

xpo

rt o

pp

ortu

nitie

s a

nd

inc

rea

sed

exp

osu

re

of f

ore

ign

co

nsum

ers

fo

r So

uth

Afric

a’s

ag

ricul

ture

, fo

rest

ry a

nd

fishe

ries

pro

duc

ts.

De

velo

pin

g th

e E

MD

P Pr

og

ram

me.

De

velo

pin

g b

roc

hure

, a

pp

lica

tion

pro

ce

dur

es

and

gui

de

line

s fo

r the

p

rog

ram

me.

EMD

P Pr

og

ram

me

d

oc

ume

nt

Bro

chu

re w

ith

ap

plic

atio

n p

roc

ed

ure

s a

nd g

uid

elin

es.

App

rove

d E

MD

P Pr

og

ram

me

App

rove

d b

roc

hure

with

a

pp

lica

tion

pro

ce

dur

es

and

gui

de

line

s.

Dire

cto

rate

: In

tern

atio

nal T

rad

e;N

AMC

; priv

ate

se

cto

r

Dire

cto

rate

: In

tern

atio

nal T

rad

e;

NAM

C

Out

co

me

/s

Key

prio

rity

are

a

Go

als

Activ

itie

sO

utp

utIn

dic

ato

rsRo

le p

laye

rs

Vib

rant

, eq

uita

ble

a

nd s

usta

ina

ble

rura

l c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

Ma

rke

ting

risk

s m

ana

ge

me

ntM

itig

ate

ag

ain

st p

ost

-ha

rve

st lo

sse

s a

nd o

the

r m

ark

etin

g ri

sks

De

velo

pin

g th

e M

RM

Pro

gra

mm

e

De

velo

pin

g b

roc

hure

, a

pp

lica

tion

pro

ce

dur

es

and

gui

de

line

s

MRM

Pro

gra

mm

e

do

cum

ent

Bro

chu

re w

ith

ap

plic

atio

n p

roc

ed

ure

s a

nd g

uid

elin

es

App

rove

d M

RM

Pro

gra

mm

e

App

rove

d b

roc

hure

with

a

pp

lica

tion

pro

ce

dur

es

and

gui

de

line

s

Dire

cto

rate

s: M

ark

etin

g;

Rele

vant

pro

vinc

ial

de

pa

rtme

nts

Dire

cto

rate

s: M

ark

etin

g

Out

co

me

/sKe

y p

riorit

y a

rea

G

oa

lsAc

tiviti

es

Out

put

Ind

ica

tors

Resp

ons

ibilit

y

Vib

rant

, eq

uita

ble

a

nd s

usta

ina

ble

rura

l c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

De

ce

nt e

mp

loym

ent

th

roug

h in

clu

sive

e

co

nom

ic g

row

th.

An e

ffic

ient

, co

mp

etit

ive

a

nd re

spo

nsiv

e

ec

ono

mic

infra

stru

ctu

re

netw

ork

.

Ma

rke

ting

Ass

ista

nce

Sc

hem

eSu

pp

orti

ng s

ma

llho

lde

r p

rod

uce

rs a

nd

ent

rep

rene

urs

in

co

ord

ina

ting

ma

rke

ting

a

ctiv

itie

s.

Esta

blis

hing

Ma

rke

ting

As

sista

nce

Sc

hem

e.

De

velo

pin

g b

roc

hure

, a

pp

lica

tion

pro

ce

dur

es

and

gui

de

line

s fo

r the

a

ssist

anc

e s

che

me.

Pro

gre

ss re

po

rt o

n th

e e

sta

blis

hme

nt o

f m

ark

etin

g a

ssist

anc

e

sche

me.

Bro

chu

re w

ith

ap

plic

atio

n p

roc

ed

ure

s a

nd g

uid

elin

es.

An a

pp

rove

d m

ark

etin

g

ass

ista

nce

sc

hem

e.

Use

fuln

ess

of t

he

ma

rke

ting

ass

ista

nce

sc

hem

e.

App

rove

d b

roc

hure

with

a

pp

lica

tion

pro

ce

dur

es

and

gui

de

line

s.

App

rove

d g

uid

elin

e

do

cum

ent

..

App

rove

d b

roc

hure

.

App

rove

d a

pp

lica

tion

form

s fo

r the

sc

hem

e.

Dire

ctor

ate

: Ma

rket

ing

;D

evel

opm

ent F

ina

nce

in

stitu

tions

; CD

; Dev

elop

-m

ent F

ina

nce

CA

SP;

Na

tiona

l Tre

asu

ry

Dire

cto

rate

: Ma

rke

ting


276. R

eport

ing m

echan

isms

The

follo

win

g re

po

rting

fra

me

wo

rk s

hall

be

use

d b

y a

ll a

ffec

ted

sta

keho

lde

rs o

n a

n a

nnua

l ba

sis to

tra

ck

pro

gre

ss re

ga

rdin

g im

ple

me

nta

tion

of t

he s

trate

gy.

Re

po

rting

sha

ll b

e ta

ble

d to

the

AE

WG

thro

ugh

the

Ma

rke

ting

Fo

rum

.

Item

Key

prio

rity

are

a

Ob

jec

tive

ly v

erif

iab

le in

dic

ato

rs (O

VIs)

Targ

et

Actu

al

ac

hie

vem

ent

C

halle

nge

s C

orre

ctiv

e

ac

tion/

m

ea

sure

s

Bud

ge

ted

a

mo

unt

Bud

ge

t sp

ent

1.C

om

mo

dity

a

sso

cia

tions

/G

roup

s

Num

be

r of c

om

mo

dity

gro

ups/

ass

oc

iatio

ns fo

rme

d

Use

fuln

ess

1 o

f co

mm

od

ity a

sso

cia

tions

/gro

ups

est

ab

lishe

d

Inte

gra

tion

Mo

de

l

De

gre

e a

nd le

vel2

of i

nte

gra

tion

with

ma

in-

stre

am

a

sso

cia

tions

2.M

ark

etin

g

co

op

era

tive

sTh

e n

umb

er o

f ma

rke

ting

co

op

era

tive

s fo

rme

d

Use

fuln

ess

3 o

f ma

rke

ting

co

op

era

tive

s to

me

mb

ers

Num

be

r of r

ep

orts

on

me

nto

rshi

p p

rovi

de

d

Num

be

r of r

ep

orts

on

train

ing

pro

vid

ed

Imp

ac

t4 o

f me

nto

rshi

p/tr

ain

ing

/ad

vic

e p

rovi

de

d to

m

em

be

rs

3.M

ark

etin

g

infra

stru

ctu

reIm

ple

me

nta

tion5

of b

usin

ess

pla

n/s

de

velo

pe

d a

nd

imp

lem

ent

ed

to b

ridg

e in

frast

ruc

ture

ga

ps

Num

be

r of i

nve

stig

atio

n re

po

rts

Num

be

r of f

unc

tiona

l ma

rke

ting

infra

stru

ctu

re u

nits

e

sta

blis

hed

Num

be

r and

ext

ent

6 o

f use

of a

gric

ultu

re, f

ore

stry

and

fis

herie

s d

eve

lop

me

nt h

ubs/

zone

s

4.Ag

ro-lo

gist

ics

Effe

ctiv

e a

nd e

ffic

ient

log

istic

al s

erv

ice

s to

va

lue

-cha

in

pla

yers

28


Item

Key

prio

rity

are

a

Ob

jec

tive

ly v

erif

iab

le in

dic

ato

rs (O

VIs)

Targ

et

Ac

tua

l a

chi

eve

me

nt

Cha

lleng

es

Co

rre

ctiv

e

ac

tion/

m

ea

sure

s

Bud

ge

ted

a

mo

unt

Bud

ge

t sp

ent

5.M

ark

etin

g

info

rma

tion

MIS

link

ag

es

to e

lec

troni

c a

nd p

rint m

ed

ia

Use

fuln

ess

7 o

f the

info

rma

tion

pla

tform

s

Num

be

r of c

om

mo

dity

pro

file

s d

eve

lop

ed

and

p

ublis

hed

Use

fuln

ess

8 o

f co

mm

od

ityp

rofil

es

de

velo

pe

d a

nd p

ublis

hed

Num

be

r of r

ep

orts

pub

lishe

d q

uarte

rly

Use

fuln

ess

of r

ep

orts

pub

lishe

d q

uarte

rly

6.M

ark

etin

g s

kills

d

eve

lop

me

ntN

umb

er o

f ma

rke

ting

skil

ls tra

inin

g m

anu

als

de

velo

pe

d

Rele

vanc

e9

of m

ark

etin

g s

kills

train

ing

ma

nua

ls d

eve

lop

ed

Num

be

r of r

ep

orts

on

me

nto

rshi

p p

rovi

de

d

Num

be

r of r

ep

orts

on

train

ing

pro

vid

ed

Imp

ac

t4 o

f me

nto

rshi

p/tr

ain

ing

/ad

vic

e p

rovi

de

d to

m

em

be

rs

7.M

ark

etin

g

infr

ast

ruc

ture

Imp

lem

ent

atio

n5 o

f bus

ine

ss p

lan/

s d

eve

lop

ed

and

im

ple

me

nte

d to

brid

ge

infra

stru

ctu

re g

ap

s

Num

be

r of i

nve

stig

atio

n re

po

rts

Num

be

r of f

unc

tiona

l ma

rke

ting

infra

stru

ctu

re u

nits

e

sta

blis

hed

Num

be

r and

ext

ent

6 o

f use

of a

gric

ultu

re, f

ore

stry

and

fis

herie

s d

eve

lop

me

nt h

ubs/

zone

s

8.A

gro

-log

istic

sEf

fec

tive

and

effi

cie

nt lo

gist

ica

l se

rvic

es

to v

alu

e-c

hain

p

laye

rs


29Item

Key

prio

rity

are

a

Ob

jec

tive

ly v

erif

iab

le in

dic

ato

rs (O

VIs)

Targ

et

Ac

tua

l a

chi

eve

me

nt

Cha

lleng

es

Co

rre

ctiv

e

ac

tion

/ m

ea

sure

s

Bud

ge

ted

a

mo

unt

Bud

ge

t sp

ent

9.St

atu

tory

m

ea

sure

sN

umb

er o

f re

que

sts

de

velo

pe

d a

nd lo

dg

ed

Num

be

r of i

nve

stig

atio

ns c

onc

lud

ed

Ga

zette

no

tice

/s

Ind

ustry

info

rma

tion,

sta

tistic

s a

nd le

vie

s

Num

be

r of s

tatu

s re

po

rts d

eve

lop

ed

pe

r ann

um

10.

Ind

ustr

y tr

usts

App

rove

d a

pp

oin

tme

nts

for t

rust

ee

s

Annu

al r

ep

orts

on

op

era

tions

of i

ndus

try tr

usts

Annu

al r

ep

orts

on

utilis

atio

n o

f ind

ustry

trus

t fun

ds

11.

Pro

duc

t sa

fety

a

nd q

ualit

y st

and

ard

s

App

rove

d g

uid

elin

e d

oc

ume

nt

Effe

ctiv

ene

ss a

nd re

leva

nce

13 o

f tra

inin

g p

rovi

de

d to

sm

allh

old

er p

rod

uce

rs

Num

be

r of p

rod

uce

rs c

om

ply

ing

with

pro

duc

t sa

fety

a

nd q

ualit

y st

and

ard

s

12.

Valu

e c

hain

ro

und

-ta

ble

s/ne

two

rks

Num

be

r, re

leva

nce

and

effe

ctiv

ene

ss o

f VC

RTs/

netw

ork

s e

sta

blis

hed

App

rove

d m

ee

ting

sc

hed

ule

/s

App

rove

d m

inut

es

of t

he m

ee

ting

s

App

rove

d re

co

rd/s

of d

ec

isio

ns

Bia

nnua

l re

po

rts to

the

Min

iste

r and

de

pa

rtme

nta

l m

ana

ge

me

nt

30


Item

Key

prio

rity

are

a

Ob

jec

tive

ly v

erif

iab

le in

dic

ato

rs (O

VIs)

Targ

et

Ac

tua

l a

chi

eve

me

nt

Cha

lleng

es

Co

rre

ctiv

e

ac

tion/

m

ea

sure

s

Bud

ge

ted

a

mo

unt

Bud

ge

t sp

ent

13.

Exp

ort

ma

rke

t d

eve

lop

me

nt

and

pro

mo

tion

App

rove

d E

MD

P Pr

og

ram

me

App

rove

d b

roc

hure

with

ap

plic

atio

n p

roc

ed

ure

s a

nd

gui

de

line

s

14.

Ma

rke

ting

risk

m

ana

ge

me

ntAp

pro

ved

MRM

Pro

gra

mm

e

App

rove

d b

roc

hure

with

ap

plic

atio

n p

roc

ed

ure

s a

nd

gui

de

line

s

15.

Ma

rke

ting

A

ssis

tanc

e

Sche

me

An a

pp

rove

d M

ark

etin

g A

ssist

anc

e S

che

me

Use

fuln

ess

14 o

f the

Ma

rke

ting

Ass

ista

nce

Sc

hem

e

App

rove

d b

roc

hure

with

ap

plic

atio

n p

roc

ed

ure

s a

nd

gui

de

line

s

App

rove

d g

uid

elin

e d

oc

ume

nt

App

rove

d b

roc

hure

App

rove

d a

pp

lica

tion

form

s fo

r the

sc

hem

e

16A

gric

ultu

ral,

fore

stry

and

fis

herie

s ta

riffs

Num

be

r of r

evi

sed

tarif

f le

vels

or t

rad

e re

me

die

s

Num

be

r of i

mp

lem

ent

ed

tarif

f le

vels

or t

rad

e re

me

die

s

17.

Co

mp

etit

ion

and

pric

ing

N

umb

er o

f re

po

rts o

n c

om

pe

titio

n b

eha

vio

ur

Use

fuln

ess

of r

ep

orts

Pub

lishe

d fo

od

pric

e tr

end

rep

orts

Diss

em

ina

ted

foo

d p

rice

tre

nd re

po

rts


317. M

onito

ring

and

evalua

tion

The

De

pa

rtme

nt o

f Ag

ricul

ture

, Fo

rest

ry a

nd F

ishe

ries’

dire

cto

rate

s o

f Ma

rke

ting

, Co

op

era

tive

and

Ent

erp

rise

De

velo

pm

ent

, Ag

ro-p

roc

ess

ing

Sup

po

rt, In

tern

atio

nal T

rad

e, t

he

priv

ate

se

cto

r, in

dus

try o

rga

nisa

tions

, pro

duc

ers

and

the

pro

vinc

ial d

ep

artm

ent

s re

spo

nsib

le fo

r ag

ricul

ture

, fo

rest

ry, a

nd fi

she

ries

as

we

ll a

s th

e N

AMC

are

dire

ctly

affe

cte

d

by

the

ma

rke

ting

stra

teg

y a

nd s

houl

d in

co

rpo

rate

its

pro

visio

ns in

to t

heir

stra

teg

ic a

nd o

pe

ratio

nal p

lans

. Pr

ovi

ncia

l de

pa

rtme

nts

resp

ons

ible

fo

r a

gric

ultu

re,

fore

stry

and

fis

herie

s sh

oul

d re

po

rt re

gul

arly

on

pro

gre

ss a

chi

eve

d a

nd c

ons

train

ts e

xpe

rienc

ed

in im

ple

me

ntin

g th

e p

rovi

sions

of t

he s

trate

gy.

To

fac

ilita

te e

ffec

tive

mo

nito

ring

and

im-

ple

me

nta

tion

the

Dire

cto

rate

: O

rga

nisa

tiona

l Pe

rform

anc

e w

ill fa

cilit

ate

the

mo

nito

ring

of i

mp

lem

ent

atio

n o

f thi

s st

rate

gy

whi

le th

e D

irec

tora

te:

Ma

rke

ting

sha

ll c

oo

rdin

ate

th

e p

roc

ess

of m

oni

torin

g a

nd e

valu

atin

g th

e im

pa

ct o

f the

stra

teg

y. T

he p

roc

ess

of m

oni

torin

g a

nd e

valu

atio

n o

f thi

s st

rate

gy

sha

ll b

e e

xec

ute

d a

fter e

very

five

ye

ars

fro

m

the

pe

riod

of i

mp

lem

ent

atio

n. T

he m

oni

torin

g a

nd e

valu

atio

n fra

me

wo

rk a

s se

t out

be

low

will

pro

vid

e g

uid

anc

e fo

r thi

s p

roc

ess

. Im

pa

ct e

valu

atio

n st

udie

s w

ill b

e c

ond

uct-

ed

to a

sse

ss th

e im

pa

ct o

f the

va

rious

inte

rve

ntio

n p

rog

ram

me

s e

nca

psu

late

d w

ithin

this

stra

teg

y.

Out

co

me

7:

Vib

rant

, eq

uita

ble

and

sus

tain

ab

le r

ura

l co

mm

uniti

es

with

foo

d s

ec

urity

for a

ll

Key

ob

jec

tive

To

min

imis

e o

r elim

ina

te m

ark

et

ac

ce

ss c

ons

tra

ints

exp

erie

nce

d b

y sm

allh

old

er p

rod

uce

rs a

nd o

the

r va

lue

-cha

in p

laye

rs in

bo

th t

he lo

ca

l and

in

tern

atio

nal m

ark

ets

and

to

low

er t

rans

ac

tion

co

sts

in a

gric

ultu

ral,

fore

stry

and

fish

erie

s m

ark

etin

g

Key

ma

rke

ting

sup

po

rt

Pro

gra

mm

eC

om

mo

dity

gro

ups/

ass

oc

iatio

ns

Go

als

Ac

tiviti

es

Out

put

sIn

dic

ato

rsRe

spo

nsib

ility

Fre

que

ncy

Evid

enc

e

Esta

blis

h c

om

mo

dity

g

roup

s/a

sso

cia

tions

a

mo

ng s

ma

llho

lde

r p

rod

uce

rs.

Fac

ilita

te fo

rma

tion

of

co

mm

od

ity g

roup

s/a

sso

cia

tion

am

ong

sm

allh

old

er p

rod

uce

rs.

Co

mm

od

ity

ass

oc

iatio

ns

est

ab

lishe

d

Num

be

r of c

om

mo

dity

a

sso

cia

tions

form

ed

Ind

ep

end

ent

Ev

alu

ato

r/ass

ess

or

Onc

e a

fter

eve

ry fi

ve

yea

rs

Reg

istra

tion

ce

rtific

ate

s/a

rtic

les

of

ass

oc

iatio

n

Use

fuln

ess

of c

om

mo

dity

a

sso

cia

tions

form

ed

Me

mb

er s

urve

y o

n th

e s

erv

ice

s fro

m th

e a

sso

cia

tion

Link

the

ne

wly

est

ab

lishe

d

reg

iona

l ass

oc

iatio

ns w

ith

natio

nal a

sso

cia

tions

.

De

velo

p a

nd im

ple

me

nt

an

inte

gra

tion

mo

de

l with

th

e e

xistin

g c

om

mo

dity

a

sso

cia

tions

.

Inte

gra

tion

mo

de

lAp

pro

ved

inte

gra

tion

mo

de

lRe

po

rts o

n th

e im

ple

me

nta

tion

of t

he a

pp

rove

d m

od

el a

nd

pro

gre

ss

Fac

ilita

te in

clu

sive

re

pre

sent

atio

n in

to th

e

exis

ting

ma

inst

rea

m

co

mm

od

ity a

sso

cia

tions

.

Fac

ilita

te m

ee

ting

s b

etw

ee

n a

sso

cia

tions

of s

ma

llho

lde

r p

rod

uce

rs a

nd m

ain

stre

am

c

om

mo

dity

ass

oc

iatio

ns.

Sma

llho

lde

r a

sso

cia

tions

in

teg

rate

d in

to

ma

inst

rea

m

ass

oc

iatio

ns

De

gre

e/le

vel o

f int

eg

ratio

nPr

oo

f of a

ffilia

tion

with

m

ain

stre

am

org

ani

satio

ns

32


Out

co

me

4:

De

ce

nt e

mp

loym

ent

thr

oug

h in

clu

sive

ec

ono

mic

gro

wth

.O

utc

om

e 7

:Vib

rant

, eq

uita

ble

and

sus

tain

ab

le r

ura

l co

mm

uniti

es

with

foo

d s

ec

urity

for a

ll.

Key

ob

jec

tive

To

min

imis

e o

r elim

ina

te m

ark

et

ac

ce

ss c

ons

tra

ints

exp

erie

nce

d b

y sm

allh

old

er p

rod

uce

rs a

nd o

the

r va

lue

cha

in p

laye

rs in

bo

th t

he lo

ca

l and

in

tern

atio

nal m

ark

ets

and

to

low

er t

rans

ac

tion

co

sts

in a

gric

ultu

ral,

fore

stry

and

fish

erie

s m

ark

etin

g

Key

ma

rke

ting

sup

po

rt

pro

gra

mm

eM

ark

etin

g c

oo

pe

rativ

es

Go

als

Ac

tiviti

es

Out

put

sIn

dic

ato

rsRe

spo

nsib

ility

Fre

que

ncy

Evid

enc

e

Link

sma

llho

lde

r p

rod

uce

rs to

ma

rke

ts.

Esta

blis

h a

nd s

treng

the

n m

ark

etin

g c

oo

pe

rativ

es

with

the

req

uisit

e m

ark

etin

g

infra

stru

ctu

re.

Ma

rke

ting

c

oo

pe

rativ

es

est

ab

lishe

d

Num

be

r of m

ark

etin

g

co

op

era

tive

s e

sta

blis

hed

Ind

ep

end

ent

e

valu

ato

r/ass

ess

or

Onc

e a

fter

eve

ry fi

ve

yea

rs

Site

visi

t re

po

rts, c

op

ies

of

reg

istra

tion

ce

rtific

ate

s a

nd

co

nstit

utio

n o

f a c

oo

pe

rativ

e

Use

fuln

ess

of m

ark

etin

g

co

op

era

tive

s e

sta

blis

hed

Rep

orts

on

serv

ice

pro

vid

ed

Pro

vid

e tr

ain

ing

, me

nto

rshi

p,

lea

de

rshi

p a

nd m

ana

ge

me

nt

ad

vic

e o

n m

ark

etin

g

co

op

era

tive

s.

Rep

orts

on

me

nto

rshi

p/

train

ing

/ ma

nag

em

ent

a

dvi

ce

pro

vid

ed

Num

be

r of r

ep

orts

on

me

nto

rshi

p p

rovi

de

dM

ent

ors

hip

pro

gra

mm

es

Num

be

r of r

ep

orts

on

train

ing

pro

vid

ed

Train

ing

pro

gra

mm

es

Imp

ac

t of t

he m

ent

ors

hip,

tra

inin

g a

nd a

dvi

ce

p

rovi

de

d

Rep

orts

on

serv

ice

pro

vid

ed


33Out

co

me

6:

An

effi

cie

nt, c

om

pe

titiv

e a

nd re

spo

nsiv

e e

co

nom

ic in

fra

stru

ctu

re n

etw

ork

.O

utc

om

e 7

: Vi

bra

nt, e

qui

tab

le a

nd s

usta

ina

ble

rur

al c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

Key

ob

jec

tive

To

min

imis

e o

r elim

ina

te m

ark

et

ac

ce

ss c

ons

tra

ints

exp

erie

nce

d b

y sm

allh

old

er p

rod

uce

rs a

nd o

the

r va

lue

cha

in p

laye

rs in

bo

th t

he lo

ca

l and

in

tern

atio

nal m

ark

ets

and

to

low

er t

rans

ac

tion

co

sts

in a

gric

ultu

ral,

fore

stry

and

fish

erie

s m

ark

etin

g

Key

ma

rke

ting

sup

po

rt

pro

gra

mm

eM

ark

etin

g in

fra

stru

ctu

re

Go

als

Ac

tiviti

es

Out

put

sIn

dic

ato

rsRe

spo

nsib

ility

Fre

que

ncy

Evid

enc

e

Fac

ilita

te m

ark

etin

g,

trad

e a

nd tr

ans

form

atio

n o

f ra

w a

gric

ultu

ral,

fore

stry

and

fish

erie

s p

rod

ucts

into

va

lue

-a

dd

ed

pro

duc

ts.

Co

ntin

uous

ly in

vest

iga

te

ma

rke

ting

infra

stru

ctu

re g

ap

s e

xpe

rienc

ed

by

pro

duc

ers

.

Rep

orts

on

ma

rke

ting

in

frast

ruc

ture

ga

ps

from

all

nine

pro

vinc

es

Num

be

r of b

usin

ess

p

lans

(de

velo

pe

d a

nd

imp

lem

ent

ed

) to

brid

ge

in

frast

ruc

ture

ga

ps

Ind

ep

end

ent

e

valu

ato

r/ass

ess

or

Onc

e a

fter

eve

ry fi

ve

yea

rs

De

taile

d b

usin

ess

pla

n d

oc

ume

nts,

site

visi

ts re

po

rts

Num

be

r of i

nve

stig

atio

n re

po

rtsIn

vest

iga

tion

rep

orts

Esta

blis

h a

nd/o

r re

vita

lise

m

ark

etin

g in

frast

ruc

ture

.Fu

nctio

nal m

ark

etin

g

infra

stru

ctu

re u

nits

.N

umb

er o

f fun

ctio

nal

ma

rke

ting

infra

stru

ctu

re

units

est

ab

lishe

d

Site

visi

t re

po

rts

Ide

ntify

ag

ricul

ture

, fo

rest

ry a

nd fi

she

ries

de

velo

pm

ent

zo

nes/

hub

s th

at r

eq

uire

sha

red

ma

rke

ting

in

frast

ruc

ture

and

sup

po

rt.

Esta

blis

hed

and

re

sour

ce

d a

gric

ultu

re,

fore

stry

and

fish

erie

s d

eve

lop

me

nt z

one

s/hu

bs.

Num

be

r and

ext

ent

of

use

of a

gric

ultu

re, f

ore

stry

a

nd fi

she

ries

de

velo

pm

ent

hu

bs/

zone

s

Rep

orts

on

the

de

gre

e o

f use

of

the

ma

rke

ting

infra

stru

ctu

re

Out

co

me

6:

An

effi

cie

nt, c

om

pe

titiv

e a

nd re

spo

nsiv

e e

co

nom

ic in

fra

stru

ctu

re n

etw

ork

Key

ob

jec

tive

To

min

imis

e o

r elim

ina

te m

ark

et

ac

ce

ss c

ons

tra

ints

exp

erie

nce

d b

y sm

allh

old

er p

rod

uce

rs a

nd o

the

r va

lue

cha

in p

laye

rs in

bo

th t

he lo

ca

l and

in

tern

atio

nal m

ark

ets

and

to

low

er t

rans

ac

tion

co

sts

in a

gric

ultu

ral,

fore

stry

and

fish

erie

s m

ark

etin

g

Key

ma

rke

ting

sup

po

rt

pro

gra

mm

eA

gro

-log

istic

s

Go

als

Ac

tiviti

es

Out

put

sIn

dic

ato

rsRe

spo

nsib

ility

Fre

que

ncy

Evid

enc

e

Fac

ilita

te a

n e

ffic

ient

flo

w

of a

gric

ultu

ral,

fore

stry

a

nd fi

she

ries

pro

duc

ts.

Fac

ilita

te im

ple

me

nta

tion

of t

he lo

gist

ics

stra

teg

y a

nd

mo

de

l.

Effic

ient

ag

ricul

tura

l, fo

rest

ry a

nd fi

she

ries

ma

rke

ting

va

lue

c

hain

s

Effe

ctiv

e a

nd e

ffic

ient

lo

gist

ica

l se

rvic

es

to v

alu

e-

cha

in p

laye

rs

Ind

ep

end

ent

e

valu

ato

r/ass

ess

or

Onc

e a

fter

eve

ry fi

ve

yea

rs

Surv

ey

of v

alu

e-

cha

in p

laye

rs

34


Out

co

me

6:

An

effi

cie

nt, c

om

pe

titiv

e a

nd re

spo

nsiv

e e

co

nom

ic in

fra

stru

ctu

re n

etw

ork

Key

ob

jec

tive

To

min

imis

e o

r elim

ina

te m

ark

et

ac

ce

ss c

ons

tra

ints

exp

erie

nce

d b

y sm

allh

old

er p

rod

uce

rs a

nd o

the

r va

lue

cha

in p

laye

rs in

bo

th t

he lo

ca

l and

in

tern

atio

nal m

ark

ets

and

to

low

er t

rans

ac

tion

co

sts

in a

gric

ultu

ral,

fore

stry

and

fish

erie

s m

ark

etin

g

Key

ma

rke

ting

sup

po

rt

pro

gra

mm

eM

ark

etin

g in

form

atio

n

Go

als

Ac

tiviti

es

Out

put

sIn

dic

ato

rsRe

spo

nsib

ility

Fre

que

ncy

Evid

enc

e

Pro

vid

e m

ark

et

info

rma

tion

for

pro

duc

ers

and

the

ent

ire

ag

ricul

tura

l, fo

rest

ry a

nd

fishe

ries

sec

tor f

or e

ffic

ient

fu

nctio

ning

of m

ark

ets

a

nd to

enh

anc

e m

ark

et

ac

ce

ss.

Exp

and

ing

the

MIS

and

p

rovi

din

g th

e in

frast

ruc

ture

in

the

pro

vinc

es.

Ma

rke

ting

Info

rma

tion

Syst

em

MIS

link

ag

es

to e

lec

troni

c

and

prin

t me

dia

Ind

ep

end

ent

Ev

alu

ato

r/a

sse

sso

r

Onc

e a

fter

eve

ry fi

ve

yea

rs

Use

r/clie

nt s

urve

y

Fac

ilita

te a

cc

ess

to

info

rma

tion

pla

tform

s re

sidin

g

with

ag

ricul

tura

l, fo

rest

ry a

nd

fishe

ries

ind

ustri

es.

Sec

tion

21 c

om

pa

nie

s fo

rme

dUs

efu

lne

ss o

f the

in

form

atio

n p

latfo

rms

Use

r/clie

nt s

urve

y

De

velo

pin

g a

nd d

isse

min

atin

g

ag

ricul

tura

l, fo

rest

ry a

nd

fishe

ries

ma

rke

ting

va

lue

c

hain

pro

file

s.

Pub

lica

tions

on

ag

ricul

tura

l, fo

rest

ry

and

fish

erie

s m

ark

et

valu

e-c

hain

pro

file

s d

eve

lop

ed

Num

be

r of c

om

mo

dity

p

rofil

es

de

velo

pe

d a

nd

pub

lishe

d

Pub

lica

tions

/rep

orts

Use

fuln

ess

of c

om

mo

dity

p

rofil

es

de

velo

pe

d a

nd

pub

lishe

d

Use

r/clie

nt s

urve

y

De

velo

pin

g a

nd d

isse

min

atin

g

qua

rterly

ma

rke

t out

loo

k b

ulle

tins

for a

gric

ultu

ral,

fore

stry

and

fish

erie

s p

rod

ucts

.

Qua

rterly

ma

rke

t re

po

rtsN

umb

er o

f re

po

rts

pub

lishe

d q

uarte

rlyPu

blic

atio

ns/re

po

rts

Use

fuln

ess

of r

ep

orts

p

ublis

hed

qua

rterly

Use

r/clie

nt s

urve

y


35Out

co

me

5:

Skill

ed

and

ca

pa

ble

wo

rkfo

rce

to

sup

po

rt a

n in

clu

sive

ec

ono

mic

gro

wth

.O

utc

om

e 7

: Vi

bra

nt, e

qui

tab

le a

nd s

usta

ina

ble

rur

al c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

Key

ob

jec

tive

To

min

imis

e o

r elim

ina

te m

ark

et

ac

ce

ss c

ons

tra

ints

exp

erie

nce

d b

y sm

allh

old

er p

rod

uce

rs a

nd o

the

r va

lue

cha

in p

laye

rs in

bo

th t

he lo

ca

l and

in

tern

atio

nal m

ark

ets

and

to

low

er t

rans

ac

tion

co

sts

in a

gric

ultu

ral,

fore

stry

and

fish

erie

s m

ark

etin

g

Key

ma

rke

ting

sup

po

rt

pro

gra

mm

eM

ark

et

rese

arc

h a

nd m

ark

et

inte

llig

enc

e

Go

als

Ac

tiviti

es

Out

put

sIn

dic

ato

rsRe

spo

nsib

ility

Fre

que

ncy

Evid

enc

e

Enha

ncin

g

co

mp

etit

ive

ness

and

fu

ture

po

sitio

ning

in

ag

ricul

tura

l, fo

rest

ry a

nd

fishe

ries

ma

rke

ts g

lob

ally

.

Co

nduc

ting

de

ma

nd a

nd

op

po

rtuni

ty d

irec

ted

tec

hnic

al

rese

arc

h o

n a

gric

ultu

ral,

fore

stry

and

fish

erie

s m

ark

ets

, in

clu

din

g c

om

miss

ione

d

rese

arc

h fro

m th

e a

gric

ultu

ral,

fore

stry

and

fish

erie

s in

dus

try.

Ma

rke

ting

rese

arc

h re

po

rts a

nd/o

r p

ublic

atio

ns

Num

be

r of m

ark

etin

g

rese

arc

h re

po

rtsIn

de

pe

nde

nt

eva

lua

tor/

ass

ess

or

Onc

e a

fter

eve

ry fi

ve

yea

rs

Pub

lishe

d re

sea

rch

rep

orts

Ma

rke

t int

ellig

enc

e

stud

ies

Rele

vanc

e o

f ma

rke

ting

re

sea

rch

rep

orts

to in

dus

try

and

oth

er p

laye

rs

Ind

ustry

sur

vey

Use

fuln

ess

of m

ark

etin

g

rese

arc

h re

po

rts to

ind

ustry

Ind

ustry

sur

vey

Out

co

me

4:

De

ce

nt e

mp

loym

ent

thr

oug

h in

clu

sive

ec

ono

mic

gro

wth

. O

utc

om

e 7

: Vi

bra

nt, e

qui

tab

le a

nd s

usta

ina

ble

rur

al c

om

mun

itie

s w

ith fo

od

se

cur

ity fo

r all.

Key

ob

jec

tive

To

min

imis

e o

r elim

ina

te m

ark

et

ac

ce

ss c

ons

tra

ints

exp

erie

nce

d b

y sm

allh

old

er p

rod

uce

rs a

nd o

the

r va

lue

cha

in p

laye

rs in

bo

th t

he lo

ca

l and

in

tern

atio

nal m

ark

ets

and

to

low

er t

rans

ac

tion

co

sts

in a

gric

ultu

ral,

fore

stry

and

fish

erie

s m

ark

etin

g

Key

ma

rke

ting

sup

po

rt

pro

gra

mm

eM

ark

et

linka

ge

s

Go

als

Ac

tiviti

es

Out

put

sIn

dic

ato

rsRe

spo

nsib

ility

Fre

que

ncy

Evid

enc

e

Adm

inist

erin

g tr

ad

e

me

asu

res

and

a

gre

em

ent

s a

nd

pro

vid

ing

sup

po

rt fo

r a

gric

ultu

ral,

fore

stry

and

fis

herie

s e

xpo

rters

.

De

velo

p p

roc

ed

ure

s to

ap

ply

fo

r re

ba

te p

erm

its.

Bro

chu

re o

f a

pp

lica

tion

pro

ce

dur

es

App

rove

d b

roc

hure

with

a

pp

lica

tion

pro

ce

dur

es

Ind

ep

end

ent

e

valu

ato

r/a

sse

sso

r

Onc

e a

fter

eve

ry fi

ve

yea

rs

App

rove

d b

roc

hure

Issue

ma

rke

t ac

ce

ss p

erm

its.

Ma

rke

t ac

ce

ss p

erm

itsAp

pro

ved

ma

rke

t ac

ce

ss

pe

rmit

App

rove

d p

erm

its

Num

be

r of m

ark

et a

cc

ess

p

erm

its

Rep

orts

on

pe

rmit

utilis

atio

n

De

velo

p a

nd im

ple

me

nt

a p

rog

ram

me

of l

inkin

g

pro

duc

ers

to m

ark

ets

.

Linkin

g p

rod

uce

rs to

m

ark

ets

pro

gra

mm

eN

umb

er o

f pro

duc

ers

or

pro

duc

er g

roup

s lin

ked

to

ma

rke

ts

Surv

ey

on

the

vo

lum

e/v

alu

e

of p

rod

uctio

n so

ld/tr

ad

ed

and

nu

mb

er o

f pro

duc

ers

link

ed

to

ma

rke

ts

Inve

stig

ate

and

pub

lish

pro

cur

em

ent

req

uire

me

nts

for

reta

ilers

, sc

hoo

ls, h

osp

itals

and

c

orre

ctio

nal f

ac

ilitie

s.

Bro

chu

res

on

pro

cur

em

ent

re

qui

rem

ent

s

Num

be

r and

use

fuln

ess

of

bro

chu

res

pub

lishe

dC

lient

sur

vey

rep

orts

on

the

num

be

r and

us

efu

lne

ss o

f bro

chu

res

pub

lishe

d

36


Out

co

me

4:

De

ce

nt e

mp

loym

ent

thr

oug

h in

clu

sive

ec

ono

mic

gro

wth

Out

co

me

7:

Vib

rant

, eq

uita

ble

and

sus

tain

ab

le r

ura

l co

mm

uniti

es

with

foo

d s

ec

urity

for a

ll

Key

ob

jec

tive

To

min

imis

e o

r elim

ina

te m

ark

et

ac

ce

ss c

ons

tra

ints

exp

erie

nce

d b

y sm

allh

old

er p

rod

uce

rs a

nd o

the

r va

lue

cha

in p

laye

rs in

bo

th t

he lo

ca

l and

in

tern

atio

nal m

ark

ets

and

to

low

er t

rans

ac

tion

co

sts

in a

gric

ultu

ral,

fore

stry

and

fish

erie

s m

ark

etin

g

Key

ma

rke

ting

sup

po

rt

pro

gra

mm

eC

om

pe

titio

n a

nd p

ricin

g

Go

als

Ac

tiviti

es

Out

put

sIn

dic

ato

rsRe

spo

nsib

ility

Fre

que

ncy

Evid

enc

e

Mo

nito

r the

imp

ac

t of

ma

rke

t co

nce

ntra

tion

on

the

effi

cie

nt p

erfo

rma

nce

o

f ag

ricul

tura

l, fo

rest

ry a

nd

fishe

ries

ma

rke

ts.

App

lyin

g c

om

pe

titio

n le

gisl

atio

n un

de

r the

C

om

pe

titio

n C

om

miss

ion

to

ad

dre

ss a

ny p

rob

lem

tha

t m

ay

aris

e.

Rep

orts

of

inve

stig

atio

ns in

to th

e

co

nduc

t of p

arti

cul

ar

ma

rke

t pa

rtic

ipa

nts

Num

be

r of i

nve

stig

atio

n re

po

rts

Ind

ep

end

ent

e

valu

ato

r/a

sse

sso

r

Onc

e a

fter

eve

ry fi

ve

yea

rs

Use

r/clie

nt s

urve

y

Use

fuln

ess

of i

nve

stig

atio

n re

po

rts

Use

r/clie

nt s

urve

y

Mo

nito

r tre

nds

in fo

od

p

rice

s, fo

od

pro

ce

ssin

g

co

sts

and

farm

-to-re

tail

pric

e s

pre

ad

s.

Co

llec

ting

reta

il p

rice

da

ta,

co

nduc

ting

ana

lysis

and

w

ritin

g re

po

rts.

Qua

rterly

foo

d p

rice

tre

nd re

po

rtsPu

blis

hed

foo

d p

rice

tre

nd

rep

orts

Foo

d p

rice

mo

nito

r re

po

rts

Diss

em

ina

ted

foo

d p

rice

tre

nd re

po

rtsUs

er/c

lient

sur

vey

Out

co

me

4:

De

ce

nt e

mp

loym

ent

thr

oug

h in

clu

sive

ec

ono

mic

gro

wth

Out

co

me

7:

Vib

rant

, eq

uita

ble

and

sus

tain

ab

le r

ura

l co

mm

uniti

es

with

foo

d s

ec

urity

for a

ll

Key

ob

jec

tive

To

min

imis

e o

r elim

ina

te m

ark

et

ac

ce

ss c

ons

tra

ints

exp

erie

nce

d b

y sm

allh

old

er p

rod

uce

rs a

nd o

the

r va

lue

cha

in p

laye

rs in

bo

th t

he lo

ca

l and

in

tern

atio

nal m

ark

ets

and

to

low

er t

rans

ac

tion

co

sts

in a

gric

ultu

ral,

fore

stry

and

fish

erie

s m

ark

etin

g

Key

ma

rke

ting

sup

po

rt

pro

gra

mm

eA

gric

ultu

ral,

fore

stry

and

fish

erie

s ta

riffs

Go

als

Ac

tiviti

es

Out

put

sIn

dic

ato

rsRe

spo

nsib

ility

Fre

que

ncy

Evid

enc

e

Pro

vid

ing

pro

tec

tion

ag

ain

st u

nfa

ir e

xte

rna

l c

om

pe

titio

n

App

lyin

g th

e p

rovi

sions

of

the

tarif

f po

licy

to e

nsur

e

rea

sona

ble

leve

ls o

f pro

tec

tion

for d

om

est

ic p

rod

uce

rs.

Revi

sed

tarif

f le

vels

for

ag

ricul

tura

l, fo

rest

ry

and

fish

erie

s p

rod

ucts

Revi

sed

tarif

f le

vels

for

ag

ricul

tura

l, fo

rest

ry a

nd

fishe

ries

pro

duc

ts

Ind

ep

end

ent

e

valu

ato

r/a

sse

sso

r

Onc

e a

fter

eve

ry fi

ve

yea

rs

Rep

ort/

surv

ey

on

revi

sed

a

gric

ultu

ral,

fore

stry

and

fish

erie

s ta

riff l

eve

ls

Enha

ncin

g

co

mp

etit

ive

ness

thro

ugh

trad

e-b

ase

d m

ec

hani

sms

Utilis

ing

tra

de

rem

ed

ies

(ant

i-dum

pin

g d

utie

s,

co

unte

rva

iling

dut

ies

and

sa

feg

uard

me

asu

res)

to

ens

ure

rea

sona

ble

pro

tec

tion

for d

om

est

ic p

rod

uce

rs.

Utilis

ed

tra

de

re

me

die

s fo

r a

gric

ultu

ral,

fore

stry

a

nd fi

she

ries

pro

duc

ts

Num

be

r of u

tilise

d tr

ad

e

rem

ed

ies

for a

gric

ultu

ral,

fore

stry

and

fish

erie

s p

rod

ucts

Rep

ort/

s o

n ut

ilise

d tr

ad

e

rem

ed

ies

for a

gric

ultu

ral,

fore

stry

a

nd fi

she

ries

pro

duc

ts


37Out

co

me

7:

Vib

rant

, eq

uita

ble

and

sus

tain

ab

le r

ura

l co

mm

uniti

es

with

foo

d s

ec

urity

for a

ll

Key

ob

jec

tive

To

min

imis

e o

r elim

ina

te m

ark

et

ac

ce

ss c

ons

tra

ints

exp

erie

nce

d b

y sm

allh

old

er p

rod

uce

rs a

nd o

the

r va

lue

cha

in p

laye

rs in

bo

th t

he lo

ca

l and

in

tern

atio

nal m

ark

ets

and

to

low

er t

rans

ac

tion

co

sts

in a

gric

ultu

ral,

fore

stry

and

fish

erie

s m

ark

etin

g

Key

ma

rke

ting

sup

po

rt

pro

gra

mm

eSt

atu

tory

me

asu

res

Go

als

Ac

tiviti

es

Out

put

sIn

dic

ato

rsRe

spo

nsib

ility

Fre

que

ncy

Evid

enc

e

Pro

mo

ting

effi

cie

nt

and

effe

ctiv

e u

tilisa

tion

of s

tatu

tory

me

asu

res

to e

nha

nce

ind

ustry

c

om

pe

titiv

ene

ss.

De

velo

p re

que

sts

for

est

ab

lishm

ent

, re

pe

al o

r c

ont

inua

tion

of s

tatu

tory

m

ea

sure

s.

Form

al r

eq

uest

s fro

m

ind

ustry

Num

be

r of r

eq

uest

s d

eve

lop

ed

and

lod

ge

dIn

de

pe

nde

nt

Eva

lua

tor/

ass

ess

or

Onc

e a

fter

eve

ry fi

ve

yea

rs

App

rove

d fo

rma

l re

que

sts/

ap

plic

atio

ns fr

om

ind

ustry

Eva

lua

tion

and

inve

stig

atio

n o

f the

req

uest

ed

sta

tuto

ry

me

asu

re/s

.

Inve

stig

atio

n re

po

rt/s

Num

be

r of i

nve

stig

atio

ns

co

nclu

de

dIn

vest

iga

tion

rep

orts

Fac

ilita

te a

pp

rova

l and

g

aze

tting

of t

he s

tatu

tory

m

ea

sure

/s.

App

rove

d s

tatu

tory

m

ea

sure

/sG

aze

tte n

otic

e/s

Ga

zette

no

tice

/s

Imp

lem

ent

atio

n o

f the

st

atu

tory

me

asu

re/s

.Re

gist

er o

f DAG

, d

ata

on

rec

ord

s a

nd

retu

rns

and

ap

pro

ved

le

vie

s

Ind

ustry

info

rma

tion

and

st

atis

tics,

levi

es.

Ind

ustry

info

rma

tion

and

sta

tistic

s

Rep

ort

on

the

imp

ac

t of

imp

lem

ent

ed

sta

tuto

ry

me

asu

res.

Sta

tus

rep

ort

Num

be

r of s

tatu

s re

po

rts

de

velo

pe

d p

er a

nnum

Co

pie

s o

f sta

tus

rep

orts

38


Out

co

me

7:

Vib

rant

, eq

uita

ble

and

sus

tain

ab

le r

ura

l co

mm

uniti

es

with

foo

d s

ec

urity

for a

ll

Key

ob

jec

tive

To

min

imis

e o

r elim

ina

te m

ark

et

ac

ce

ss c

ons

tra

ints

exp

erie

nce

d b

y sm

allh

old

er p

rod

uce

rs a

nd o

the

r va

lue

cha

in p

laye

rs in

bo

th t

he lo

ca

l and

in

tern

atio

nal m

ark

ets

and

to

low

er t

rans

ac

tion

co

sts

in a

gric

ultu

ral,

fore

stry

and

fish

erie

s m

ark

etin

g

Key

ma

rke

ting

sup

po

rt

pro

gra

mm

eIn

dus

try

trus

ts

Go

als

Ac

tiviti

es

Out

put

sIn

dic

ato

rsRe

spo

nsib

ility

Fre

que

ncy

Evid

enc

e

Pro

mo

ting

the

effi

cie

nt

use

of i

ndus

try tr

ust f

und

s to

sup

po

rt sm

allh

old

er

pro

duc

ers

.

Fac

ilita

te th

e a

pp

oin

tme

nt

of t

rust

ee

s to

va

rious

ind

ustry

tru

sts.

Effe

ctiv

e b

oa

rds

of

trust

ee

s fo

r all

ind

ustry

tru

sts

App

rove

d a

pp

oin

tme

nts

for

trust

ee

sIn

de

pe

nde

nt

eva

lua

tor/

ass

ess

or

Onc

e a

fter

eve

ry fi

ve

yea

rs

App

oin

tme

nt le

tters

and

su

bm

issio

ns

Ma

nag

e re

po

rting

m

ec

hani

sms

be

twe

en

the

in

dus

try tr

usts

and

the

Min

iste

r.

Rep

orts

on

op

era

tions

o

f tru

sts

Annu

al r

ep

orts

on

op

era

tions

of i

ndus

try tr

usts

Annu

al r

ep

orts

Mo

nito

r util

isatio

n o

f ind

ustry

tru

st fu

nds.

Fina

ncia

l sta

tem

ent

s o

f ind

ustry

trus

tsAu

dite

d a

nnua

l fin

anc

ial

sta

tem

ent

s o

f ind

ustry

trus

tsAu

dite

d fi

nanc

ial s

tate

me

nts

Out

co

me

7:

Vib

rant

, eq

uita

ble

and

sus

tain

ab

le r

ura

l co

mm

uniti

es

with

foo

d s

ec

urity

for a

llO

utc

om

e 1

0: E

nviro

nme

nta

l ass

ets

and

na

tura

l re

sour

ce

s th

at

are

we

ll p

rote

cte

d a

nd c

ont

inua

lly e

nha

nce

d

Key

ob

jec

tive

To

min

imis

e o

r elim

ina

te m

ark

et

ac

ce

ss c

ons

tra

ints

exp

erie

nce

d b

y sm

allh

old

er p

rod

uce

rs a

nd o

the

r va

lue

cha

in p

laye

rs in

bo

th t

he lo

ca

l and

in

tern

atio

nal m

ark

ets

and

to

low

er t

rans

ac

tion

co

sts

in a

gric

ultu

ral,

fore

stry

and

fish

erie

s m

ark

etin

g

Key

ma

rke

ting

sup

po

rt

pro

gra

mm

ePr

od

uct

safe

ty a

nd q

ualit

y st

and

ard

s

Go

als

Ac

tiviti

es

Out

put

sIn

dic

ato

rsRe

spo

nsib

ility

Fre

que

ncy

Evid

enc

e

Enha

ncin

g th

e

ca

pa

city

of s

ma

llho

lde

r p

rod

uce

rs to

me

et

pro

duc

t sa

fety

and

q

ualit

y st

and

ard

s.

De

velo

pin

g a

gui

de

line

d

oc

ume

nt fo

r sm

allh

old

er

pro

duc

ers

to m

ee

t pro

duc

t sa

fety

and

qua

lity

sta

nda

rds.

Gui

de

line

do

cum

ent

App

rove

d g

uid

elin

e

do

cum

ent

Ind

ep

end

ent

Ev

alu

ato

r/a

sse

sso

r

Onc

e in

tw

o y

ea

rs

App

rove

d g

uid

elin

e d

oc

ume

nt

De

velo

pin

g tr

ain

ing

ma

nua

ls a

nd p

rovi

din

g tr

ain

ing

for

reg

istra

tion,

ac

cre

dita

tion,

te

stin

g a

nd m

oni

torin

g p

rod

uct

safe

ty a

nd q

ualit

y st

and

ard

s.

Acc

red

ited

tra

inin

g

ma

nua

lsN

umb

er o

f ac

cre

dite

d

train

ing

ma

nua

ls d

eve

lop

ed

and

num

be

r o

f sm

allh

old

er p

rod

uce

rs

train

ed

Acc

red

ited

tra

inin

g m

anu

als

and

lis

ts o

f sm

allh

old

er p

rod

uce

rs

train

ed

and

ac

cre

dite

d

Sta

tus

rep

ort

on

train

ing

pro

vid

ed

to

sma

llho

lde

r pro

duc

ers

.

Effe

ctiv

ene

ss a

nd

rele

vanc

e o

f tra

inin

g

pro

vid

ed

to s

ma

llho

lde

r p

rod

uce

rs

Use

r/clie

nt s

urve

y


39Out

co

me

7:

Vib

rant

, eq

uita

ble

and

sus

tain

ab

le r

ura

l co

mm

uniti

es

with

foo

d s

ec

urity

for a

llO

utc

om

e 1

0: E

nviro

nme

nta

l ass

ets

and

na

tura

l re

sour

ce

s th

at

are

we

ll p

rote

cte

d a

nd c

ont

inua

lly e

nha

nce

d

Key

ob

jec

tive

To m

inim

ise

or e

limin

ate

ma

rke

t a

cc

ess

co

nstr

ain

ts e

xpe

rienc

ed

by

sma

llho

lde

r pro

duc

ers

and

oth

er v

alu

e c

hain

pla

yers

in b

oth

the

loc

al a

nd

inte

rna

tiona

l ma

rke

ts a

nd t

o lo

we

r tra

nsa

ctio

n c

ost

s in

ag

ricul

tura

l, fo

rest

ry a

nd fi

she

ries

ma

rke

ting

Key

ma

rke

ting

sup

po

rt

pro

gra

mm

eVa

lue

cha

in ro

und

ta

ble

s/ne

two

rks

Go

als

Ac

tiviti

es

Out

put

sIn

dic

ato

rsRe

spo

nsib

ility

Fre

que

ncy

Evid

enc

e

Fost

erin

g in

dus

try-

go

vern

me

nt c

olla

bo

ratio

n th

at h

elp

s to

se

cur

e

an

end

urin

g g

lob

al

co

mp

etit

ive

ad

vant

ag

e.

Fac

ilita

ting

the

est

ab

lishm

ent

o

f VC

RTs/

netw

ork

sEs

tab

lishe

d v

alu

e

cha

in ro

und

tab

les/

netw

ork

s

Num

be

r, re

leva

nce

and

e

ffec

tive

ness

of v

alu

e

cha

in ro

und

tab

les/

netw

ork

s e

sta

blis

hed

Ind

ep

end

ent

Ev

alu

ato

r/a

sse

sso

r

Onc

e a

fter

eve

ry fi

ve

yea

rs

Rec

ord

s o

f est

ab

lishe

d V

CRT

sUs

er/c

lient

sur

vey

Fac

ilita

ting

me

etin

gs

of t

he

VCRT

s/ne

two

rks

Me

etin

g s

che

dul

es

App

rove

d m

ee

ting

sc

hed

ule

sAp

pro

ved

me

etin

g s

che

dul

es

Min

ute

s o

f the

sitt

ing

sAp

pro

ved

min

ute

s o

f the

sit

ting

sAp

pro

ved

min

ute

s o

f the

m

ee

ting

s

Rec

ord

s o

f de

cisi

ons

App

rove

d re

co

rds

of

de

cisi

ons

App

rove

d re

co

rds

of d

ec

isio

ns

Rep

orti

ng o

n th

e a

ctiv

itie

s o

f th

e V

CRT

s/ne

two

rks

Rep

orts

to M

inist

er

Annu

al r

ep

orts

to th

e

Min

iste

r and

de

pa

rtme

nta

l m

ana

ge

me

nt

Annu

al r

ep

orts

to th

e

Min

iste

r and

de

pa

rtme

nta

l m

ana

ge

me

nt

Out

co

me

4:

De

ce

nt e

mp

loym

ent

thr

oug

h in

clu

sive

ec

ono

mic

gro

wth

Out

co

me

7:

Vib

rant

, eq

uita

ble

and

sus

tain

ab

le r

ura

l co

mm

uniti

es

with

foo

d s

ec

urity

for a

ll

Key

ob

jec

tive

To

min

imis

e o

r elim

ina

te m

ark

et

ac

ce

ss c

ons

tra

ints

exp

erie

nce

d b

y sm

allh

old

er p

rod

uce

rs a

nd o

the

r va

lue

cha

in p

laye

rs in

bo

th t

he lo

ca

l and

in

tern

atio

nal m

ark

ets

and

to

low

er t

rans

ac

tion

co

sts

in a

gric

ultu

ral,

fore

stry

and

fish

erie

s m

ark

etin

g

Key

ma

rke

ting

sup

po

rt

pro

gra

mm

eEx

po

rt m

ark

et

de

velo

pm

ent

and

pro

mo

tion

Go

als

Ac

tiviti

es

Out

put

sIn

dic

ato

rsRe

spo

nsib

ility

Fre

que

ncy

Evid

enc

e

Cre

atin

g e

xpo

rt o

pp

ortu

nitie

s a

nd

inc

rea

sed

exp

osu

re o

f fo

reig

n fo

r So

uth

Afric

a’s

ag

ricul

ture

, fo

rest

ry a

nd

fishe

ries

pro

duc

ts.

De

velo

pin

g th

e E

MD

P Pr

og

ram

me.

EMD

P Pr

og

ram

me

d

oc

ume

ntAp

pro

ved

EM

DP

Pro

gra

mm

eIn

de

pe

nde

nt

eva

lua

tor/

ass

ess

or

Onc

e a

fter

eve

ry fi

ve

yea

rs

App

rove

d E

MD

P Pr

og

ram

me

d

oc

ume

nt

De

velo

pin

g a

bro

chu

re,

ap

plic

atio

n p

roc

ed

ure

s a

nd

gui

de

line

s fo

r the

pro

gra

mm

e.

Bro

chu

re w

ith

ap

plic

atio

n p

roc

ed

ure

s a

nd

gui

de

line

s

App

rove

d b

roc

hure

with

a

pp

lica

tion

pro

ce

dur

es

and

gui

de

line

s

Pub

lishe

d b

roc

hure

Use

fuln

ess

of t

he E

MD

P Pr

og

ram

me

to th

e s

ec

tor

Bene

ficia

ry s

urve

y

40


Out

co

me

7:

Vib

rant

, eq

uita

ble

and

sus

tain

ab

le r

ura

l co

mm

uniti

es

with

foo

d s

ec

urity

for a

ll

Key

ob

jec

tive

To m

inim

ise

or e

limin

ate

ma

rke

t a

cc

ess

co

nstr

ain

ts e

xpe

rienc

ed

by

sma

llho

lde

r pro

duc

ers

and

oth

er v

alu

e c

hain

pla

yers

in b

oth

the

loc

al a

nd

inte

rna

tiona

l ma

rke

ts a

nd t

o lo

we

r tra

nsa

ctio

n c

ost

s in

ag

ricul

tura

l, fo

rest

ry a

nd fi

she

ries

ma

rke

ting

Key

ma

rke

ting

sup

po

rt

pro

gra

mm

eM

ark

etin

g ri

sks

ma

nag

em

ent

Go

als

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41

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