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Session I : Accessing new marketsStrategies and innovation for regional and global
markets-Promoting exports
A presentation to: Agribusiness Forum 2009
By: Ms. Treasure Maphanga, Chief, Office for Africa
Date: 15 June 2009, Cape Town, South Africa
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ITC’s MANDATE AND LINES OF BUSINESS
Business
and
trade policy
MACRO – MESO – MICRO LEVELS
Export
Strategy
Strengthening
Trade Support
Institutions
The Development Partner for Small Business Export
Success
Trade
Intelligence
ExporterCompetitiveness
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SUMMARY OF THE PRESENTATION
I. MARKET-LED APPROACHES FOR EXPORT PROMOTION
II. GENERATING TRADE ALONG THE VALUE-CHAIN
III. USE OF ICTs TO LINK SMALL PRODUCERS TO GLOBAL MARKETS
V. SOUTH-SOUTH COOPERATION TO INCREASE COMPETITIVENESS
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I. MARKET-LEAD STRATEGIES FOR EXPORT
PROMOTION
Define concrete targets
Ensures the sustainability of exports
Generates tangible results
« WHAT THE MARKET NEEDS »
versus
WHAT THE COUNTRY WANTS TO EXPORT
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SELECTING THE RIGHT PRODUCTS
FOR THE RIGHT MARKETS
Export
value
World
market
share
Size
Export
growth
Absolute
change
Dynamism
No. of
significant
exporters
Share of
top exporter
in region
Exporter
Diversification
Net exports
Relativetrade
balance
Trade Balance
Current Export Performance
World
imports
Size
World
import
growth
Absolute
change
Dynamism
Tariffs applied
to COMESA
Tariff advantage
of COMESA
Market access
conditions
World Market
Promising industriesSUPPLY DEMAND
AVERAGE
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MOST PROMISING INDUSTRIES
Quantitative analysis
MOST
PROMISING
INDUSTRIES
LABOUR-INTENSIVE
SECTORS
HIGH POTENTIAL
FOR POVERTY
REDUCTION
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II. GENERATING TRADE ALONG THE VALUE CHAIN
The case of Essential Oils from Rwanda
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II. GENERATING TRADE ALONG THE VALUE CHAIN
Members of the
EPCHER group in
Nasho distillation unit
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II. GENERATING TRADE ALONG THE VALUE CHAIN
Members of the EPCHER group in Bugaram distillation unit
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II. GENERATING TRADE ALONG THE VALUE CHAIN
Ms. Celine Roche from MANE, the buyer who developed
the contact with EPCHER to buy Rwandan essential oil
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II. GENERATING TRADE ALONG THE VALUE CHAIN
Transferring of oil distillation
know how to EPCHER
EPCHER agronomist
classifying patchouli leaves
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II. GENERATING TRADE ALONG THE VALUE CHAIN
Lead Farmers selected for patchouli cultivation in Rwanda
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II. GENERATING TRADE ALONG THE VALUE CHAIN
Filling still leaf in the distillation units
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II. GENERATING TRADE ALONG THE VALUE CHAIN
Since beginning 2009, about
2000 poor farmers have
increased their incomes by
supplying EPCHER with raw
material for essential oil
distillation
Outgrower family in Rwanda
Preparation of patchouli cuttings
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II. GENERATING TRADE ALONG THE VALUE CHAIN
The case of Aloe Ferox from South Africa: Products for the local market
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II. GENERATING TRADE ALONG THE VALUE CHAIN
Ikhala product line for men developped for the Canadian market
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II. GENERATING TRADE ALONG THE VALUE CHAIN
As a result of the pilot project, the first 250 trappers involved in
aloe harvesting (80% of whom are women) have been able to
stabilize their income thanks to a constant demand for aloe raw
material from the processing plant.
Farmers cultivating
Aloe Ferox in South
Africa
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III. USING ICTs TO LINK SMALL PRODUCERS TO
GLOBAL MARKETS« Trade at Hand »
Mobile phone business solutions
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III. USING ICTs TO LINK SMALL PRODUCERS TO
GLOBAL MARKETS
« Selling spices »
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III. USING ICTs TO LINK SMALL PRODUCERS TO
GLOBAL MARKETS
« Trade at Hand
Mobile Market place»
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III. USING ICTs TO LINK SMALL PRODUCERS TO
GLOBAL MARKETS
Select buySelection of Products of
interest
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III. USING ICTs TO LINK SMALL PRODUCERS TO
GLOBAL MARKETS
Visualisation of available
offersVisualisation of selected
offer
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III. USING ICTs TO LINK SMALL PRODUCERS TO
GLOBAL MARKETS
These mobile business services are much appreciated by users as
they increase market transparency and the farmers’ bargaining power
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III. USING ICTs TO LINK SMALL PRODUCERS TO
GLOBAL MARKETS
Internet Coffee Auctions
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III. USING ICTs TO LINK SMALL PRODUCERS TO
GLOBAL MARKETS
Creation of the Cup of Excellence website and the platform
for Internet Auctions in 2003
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III. USING ICTs TO LINK SMALL PRODUCERS TO
GLOBAL MARKETS
Auction of the 24 best coffees from Rwanda in 2008
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III. USING ICTs TO LINK SMALL PRODUCERS TO
GLOBAL MARKETS
Prices of the most expensive coffees
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III. USING ICTs TO LINK SMALL PRODUCERS TO
GLOBAL MARKETS
Rwandan Winning Farms in 2008
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III. USING ICTs TO LINK SMALL PRODUCERS TO
GLOBAL MARKETS
Through a market oriented approached that looks at consumer
preferences, it has been possible to focus on quality and
transparency and reward the individual farmer for his/her hard work
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
China-Africa Cooperation
Hebei Academy for Agricultural and Forestry Research
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
Learning from success: Cotton plantation in China
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
Learning from success: Visit to an irrigated cotton plantation
in China
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
Learning from success: Visit to a cotton research and
breeding centre in China
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
Learning from success: Visit to the cotton cleaning area of
an Indian Ginnery (2006)
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
Developing the capacity to transform cotton
Visit to the South India Textile Research Association (2006)
Coimbatore, India
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
Developing the capacity to transform cotton: visit to a
Spinning Mill in Coimbatore, India (2006)
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
Developing the capacity to transform cotton: visit to a
Weaving Mill in Coimbatore, India (2006)
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
Developing the capacity to transform cotton: visit to a
Clothing Factory, Tirupur, India (2006)
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
Understanding the market and Promoting African cotton:
Cotton Bonded Warehouse
in Tianjin, China (2006)
How China Buys cotton
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
Promoting African cotton: Fixing the cotton prices at the Izmir Mercantile Exchange, Turkey, (2007)
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
Promoting African cotton: Negotiations between African Ginners and Turkish Traders and Spinning Mills at the Izmir Mercantile Exchange, Turkey (2007)
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
Promoting African cotton: presentation of Senegalese cotton classification at the Izmir Mercantile Exchange, Turkey (2007)
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
Promoting African cotton: China National Cotton Exchange, Beijing: Business Networking Event (2006)
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IV. SOUTH-SOUTH COOPERATION TO INCREASE
COMPETITIVENESS OF AFRICAN COTTON PRODUCERS
Encouraging intra-Africa cooperation: visit to Tanzanian ginneries (2008)