mmm 04 report-final - market matters...
TRANSCRIPT
Workshop Report
MMM 04 Report 1
TABLE OF CONTENTS Workshop Summary.......................................................................................... 2 Programme Objective and Approach ..................................................................... 3
Targeted Participants .................................................................................... 3 Benefits to The Participants ............................................................................ 3
Workshop Evaluation ........................................................................................ 4 Profile of Participants.................................................................................... 4
Workshop Evaluation ........................................................................................ 5 Mid-week Evaluation ..................................................................................... 5
Initial Workshop Experience ......................................................................... 6 End-of-workshop Evaluation ............................................................................ 6
Acknowledgements .........................................................................................11 Appendix 1 – Workshop Schedule.........................................................................12 Appendix 2 - List of Participants .........................................................................15 Appendix 3. List of Participants and Concerns Facing Their Businesses ..........................18 Appendix 4 - Organising Institutions .....................................................................21 Appendix 5 – Facilitators and Guest Speakers..........................................................22 Appendix 6 - Organising Committee .....................................................................27 Appendix 7 – Workshop Snapshots........................................................................28
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WORKSHOP SUMMARY
On September 5-10, 2004, Stellenbosch University, in collaboration with Cornell University
and Market Matters, Inc., hosted “Making Markets Matter ’04,’ an African Emerging Markets
Workshop for the Agribusiness Sector. The aim of the workshop was to increase capacity
among African agribusinesses to meet the ever-increasing demands of today’s global agro-
food system. The event attracted a diverse group of participants and facilitators from Africa
and the USA, offering a variety of backgrounds and experiences.
A total of 35 participants from ten African countries attended the workshop, which was
facilitated by an international group of ten experts in the areas of supply-chains, marketing,
and finance, among others. On the whole, the workshop was a resounding success;
participants expressed interest in follow-up workshops in their home countries that would
focus on issues specific to their respective operating environments. The facilitators were
thought to be knowledgeable and approachable, and the topics highly applicable to the needs
of the businesses represented. In particular, participants valued the case study approach as
an important tool for information dissemination as it allowed them to share their experiences
and learn from those of other businesses.
The workshop also featured five guest speakers, who talked about issues relevant to the
themes of the workshop. The speakers included Venete Klein (General Manager, Agribusiness,
ABSA), Professor Chris Brink (Rector, Stellenbosch University), Dr. Akin Adesina (Associate
Director, Food Security; Rockefeller Foundation), Mumeka Wright (General manager, Bimzi
Ltd.,Zambia) and Dr. Moses Onim (Managing Director, Lagrotech Seed Company; Kenya).1
1 See Appendix X for the bios of guest speakers.
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PROGRAMME OBJECTIVE AND APPROACH
The goal of the workshop was to identify a set of strategies that could enhance the
competitiveness of African agribusiness firms and expand employment and incomes in rural
communities, thus promoting greater economic opportunities. Building on the expertise and
experience of our world class facilitators, MMM ’04 aimed to provide participant businesses
with knowledge and information about marketing training, financial analysis, business
development services, and networking in the agribusiness sector.
Targeted Participants
The programme targeted micro-, small-, and medium-sized agribusiness firms engaged in
farm and off-farm services, and in the production and processing of natural products and food
and agriculture products. Participants were selected to represent diverse backgrounds and
experiences, including entrepreneurs and business development facilitators, as well as
personnel of nongovernmental organisations, business and commodity associations,
government departments, and donor agencies involved in the delivery of management,
marketing, and business training services.
Benefits to the Participants
• Stimulating product development, marketing, and finance seminars presented by
world class facilitators.
• A participatory approach involving actual market development case studies.
• Access to and interactions with representatives from business development services
institutions and emerging businesses in Sub-Saharan Africa.
• A chance to improve strategic marketing skills.
• A set of contemporary marketing and finance training materials.
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WORKSHOP EVALUATION
Profile of Participants The majority of workshop participants hold management positions in agribusiness companies.
In addition, three programmes working in agricultural development were also represented,
namely the Seeds of Development Programme (SODP), African Women in Agriculture Network
– East Africa (AWAN-EA), and the Community Public-Private Partnership Programme (CPPP).
Table 1. details the profile of participants by gender, educational background, business type,
and nationality. Full details of participants’ contact details are outlined in Appendix 1.
Table 1. Profile of Participants (n = 35)
Description Frequency Percent
Gender Male
Female
18 17
51 49
Nationality Botswana Ethiopia
Ghana Kenya
Mozambique South Africa
Tanzania Uganda
Zimbabwe USA
3 1 2 5 1
13 3 4 2 1
9 3 6
14 3
37 9
11 6 3
Educational Qualification Primary/ Secondary
Certificate / Diploma Degree
Post-Grad
5 8
14 8
14 23 40 23
Business type/ Sector Retail
Farming/ Processing Research/ NGO
Academic Government
10 12 8 2 3
29 34 23 6 9
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WORKSHOP EVALUATION
Two evaluations were conducted during the workshop: the first at mid-week, the second at
the conclusion of the week.
Mid-week Evaluation
The mid-week evaluation asked participants to comment on the following four questions:
• “What has been your best liked experience so far?”
• “What has been your least liked experience so far?”
• “What areas of the workshop need improvement?”
• “What is your initial overall rating of the workshop?”
The first three were open-ended questions, while the fourth asked participants to rate their
experience on a scale of 1 – 5 (1 being “I am disappointed in this workshop.”; 5 being “I am
enjoying it very much.”) Due to the qualitative nature of the first three questions, only the
most common issues are highlighted here.
Among the best liked experiences participants noted:
• Straightforward presentations;
• The opportunity for everyone to participate;
• The high level of expertise of the facilitators;
• The practicality of concepts and the approach;
• The opportunity to network; and
• The high level of organisation of the workshop.
Among the least liked experiences participants noted:
• The lack of relevance of the Kayamandi field trip to their work;
• The limited number of young participants representing agribusinesses; and
• Insufficient attention given to the finance section.
When asked about areas that needed further improvement, participants suggested the
following:
• The program should include a brief orientation to the University;
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• The workshop handbook should include the Power Point presentations used by
facilitators; and that
• The workshop should be longer and allow more time for in-depth discussions.
Initial workshop experience
As seen in Table 2, over 90% of participants rated their experiences above average, with
almost 50% giving it the highest possible rating. About 10% of participants felt ambivalent
about their experience. No one expressed that he/she was disappointed in the workshop.
Table 2. Participants’ rating of their initial workshop experience
How do you feel about your overall experience in this workshop so far? (1= I am disappointed; 5= I am enjoying it very much.)
1 2 3 4 5
Frequency 0 0 3 15 17
Percent 0% 0% 9% 42% 49%
End-of-workshop Evaluation The programme proved to be challenging and rewarding for all participants, as well as
facilitators and organisers. It provided a forum for representatives of the African small
business sector to get to know each other and learn from each others’ experiences, as well as
those of the facilitators. Overall, 81% of the participants found the workshop to be a valuable
experience and felt that it either met or exceeded their expectations (Table 3). Ninety-one
percent (91%) of them found the information provided to be applicable to their jobs and the
same number (91%) indicated that they would recommend the workshop to other colleagues.
In addition, over 90% of the participants found that the facilitators were overall good
communicators, were organised (86%) and knowledgeable about the topics they presented
(88%). About two-thirds (66%) of the participants indicated that they would be interested in
follow-up workshops on financial management; in addition, twenty-five percent (25%) were
interested in a workshop on supply-chains (25%), and eight percent (8%) on market research.
The majority (54%) felt that the workshop was adequate in length, while 40% felt that it was
too short. Ninety percent (90%) of the participants felt that the workshop was targeted to an
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an introductory or intermediate level, which was reflective of their educational backgrounds
(Table 4) .
Table 3. Overall program evaluation by participants
Strongly agree
Agree Neither agree /
disagree
Disagree Strongly disagree
Overall score
Met my expectations 56% 25% 4% 8% 4% 1.75 Applicable to my job 66% 25% 4% 4% 0% 1.4 Would recommend to colleagues 78% 13% 4% 0% 4% 1.1 Program was well paced 44% 40% 8% 0% 4% 1.75 Instructors Communicated well 61% 30% 0% 4% 4% 1.6 Materials presented were organised 68% 16% 4% 8% 4% 1.6 Instructors were knowledgeable 80% 8% 0% 4% 8% 1.2
Table 4. Length of workshop and level of material presented
Too short Right Length Too long
Length of workshop 40% 54% 5%
Introductory Intermediate Advanced
Workshop Level 10% 80% 10%
Most participants felt that the topics covered in the workshop were of significant educational
value (Table 5). The most successful presentations/sessions were “Intro to Case Studies” by
Dr. Ed Mabaya, “Firm’s Orientation to Market” by Dr. Ralph Christy, “Market Strategies” by
Dr. Ed Mabaya, and the Open Consultations, which all received high marks from participants,
i.e., over 90% of participants felt that they had learnt a great deal from these sessions. The
presentations “Marketing Strategy (Can of Worms)” by Jose Jackson, “Supply-chain Concepts”
by Mohammad Karaan, “Supply-chain Case Study (Cape Olive),” “Strategic Management” by
Dr. Joyce Cacho and Dr. Norbert Wilson, “Going Bananas in Uganda” by Frank Pedraza, “E-
commerce” by Dr. Ed Mabaya, the panel discussion “African Business in a Global Village,” the
closing presentation “Strategic Marketing Synthesis and Summary,” the group assignment and
presentations, and the session on “Local Cases” all received approval rates between
approximately 80 and 90%. The least successful sessions were those on Financial Management
by Dr. Onkuthwile Othata, the presentation on “Business, Communities, and AIDS” by Dr.
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Kenneth Robinson and Yeki Mosomothane, the accompanying field tour of Kayamandi, and the
Trade Strategy Discussion held jointly with representatives from the Department for
International Development (UK). The organizers and facilitators of the workshop will need to
consider how these sessions can be tailored to better fit participants’ needs and expectations
in future workshops.
Table 5 – Evaluation of specific topics and facilitators
Learnt very little Learnt a
great deal Overall score
1. Intro to Case Studies (E. Mabaya) 0% 0% 8% 36% 56% 4.48
2. Firm’s Orientation to Market (R. Christy) 0% 0% 0% 40% 60% 4.7
3. Market Strategies (E. Mabaya) 0% 0% 8% 38% 56% 4.7
4. Marketing Strategy (Can of Worms) (J. Jackson) 0% 0% 15% 46% 38% 4.4
5. Supply-chain concepts (M. Karaan) 0% 0% 13% 39% 48% 4.1
6. Supply-chain case study (Cape Olive) 0% 0% 13% 57% 30% 4.1
7. Business, Communities and AIDS 7% 7% 19% 49% 15% 3.6 8. Kayamandi Field Tour 10% 10% 15% 45% 20% 3.5 9. Financial Management (O. Othata) 4% 0% 25% 16% 54% 4.1
10. Strategic Management (J. Cacho and N. Wilson) 0% 4% 16% 48% 32% 4.2
11. Going Bananas in Uganda (F. Pedraza) 0% 4% 11% 41% 44% 4.6
12. E-commerce (E. Mabaya) 0% 12.5% 8% 45% 33% 4.0 13. African business in a global
village (panel discussion) 4% 0% 9% 47% 34% 4.0
14. Trade Strategy Discussion (DFID) 4% 15% 30% 30% 8% 3.2
15. Strategic Marketing Synthesis and Summary 12.5% 0% 6% 43% 37% 4.5
16. Group Assignment and Presentations 0% 8% 20% 38% 41% 4.0
17. Local Cases 0% 0% 20% 40% 40% 4.2 18. Open Consultations 0% 0% 13% 60% 35% 4.0
Participants also rated the workshop logistics and facilities (Table 6). Ninety percent (90%)
felt that information and communication prior to the workshop were above average (good or
excellent). Eighty-five percent (85%) rated the “Opening Function: Traditional SA Barbecue”
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as good or excellent. Comparable numbers for other events are as follows: Masande Xhosa
restaurant (76%), evening speakers (90%), and Closing Banquet (92%). Similarly, participants
were satisfied (meaning rated it “above average”) with the meeting space (88%), handbook
(91%), lodging (82%), as well as the day-time tea and meals (94%). The overwhelming majority
felt that they got the opportunity to network with other participants (95%). About 88% of
participants felt that they had enough free time during the workshop, and 100% felt that the
number of team activities was about the right (Table 7).
Table 6. Logistics and facilities evaluation
Poor Average Excellent 1. Information & communication prior to arrival 0% 0% 10% 90% 60% 4.4
2. Opening function: Traditional SA barbecue 0% 5% 10% 35% 50% 4.5
3. Masande Xhosa Restaurant 0% 4% 20% 20% 56% 4.4
4. Evening Speakers 0% 4% 4% 34% 56% 4.25
5. Closing banquet at Zorgvliet Wine Estate 0% 0% 8% 33% 58% 4.3
6. Handbook 0% 0% 9% 52% 39% 4.1
7. Meeting Space 0% 0% 12% 36% 52% 4.4
8. Lodging/Accommodations 0% 0% 8% 41% 41% 4.0
9. Day – Tea & Meals 0% 0% 8% 56% 38% 4.2
10. Opportunity to meet other participants 0% 0% 4% 20% 75% 4.5
Table 7. Free time and team activities evaluation
Too little Enough Too much Score (3=neutral)
11. Amount of free time 8% 12% 68% 8% 4% 2.88 12. Team activities 0% 21% 60% 12% 0% 2.82
While the majority of participants were satisfied with the workshop, a number of them had
constructive suggestions for future workshops, both in terms of improvement on current
activities as well as the inclusion of new topics. Specifically, several participants mentioned
the need to spend more time on exploring case studies in greater detail. Related to this,
some people felt that they would have benefited from being given printouts of the case
studies in advance. Other suggestions included providing more opportunities to network with
South African businesses, and more time devoted to the topics of finance and supply-chains.
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Finally, one participant suggested that future workshops include more young business people,
especially women.
Specific topics suggested for future workshops included: challenges faced by startups, quality
standards, advertising and promotion, human resource management, fundraising and
attracting donors in Africa, and export marketing.
Last but not least, several people praised the workshop for being not only informative but
also inspirational for their work.
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ACKNOWLEDGEMENTS The Organising Committee, Stellenbosch and Cornell Universities and MM, Inc. acknowledge
with gratitude the financial support of the Amalgamated Banks of South Africa (ABSA), The
Eastman Kodak Company, the Rockefeller Foundation, and the Community Public-Private
Partnership Program (CPPP). The organisers are also grateful to the guest speakers who took
the time to participate and add value to the workshop proceedings and, last but not least, to
the participants for being such willing and eager learners.
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SUNDAY, 5 SEPTEMBERRegistration and Opening Function
13:00- 17:00 Registration Participants to register at the Venue (See map)
15:00-16:00 Introductory Meeting for Seed Industry Participants
In Labri Manor Conference Room(Seed industry participants only)
17:00 - 21:00 Opening Function: Traditional South African Barbecue
Participants to be picked up at their guesthouses from 16:30.
MONDAY, 6 SEPTEMBERMarketing ManagementFacilitators: Prof. Ralph Christy and Dr. Edward Mabaya
8.30 – 9:00 Welcome and Introductions: Ralph Christy
Participants to meet at the Neelsie Student Center
9:00 – 9:45 The Case Study Method:Edward Mabaya
9:45-10:30 Firm’s Orientation to the Market:Ralph Christy
10:30-11:00 TEA BREAK
11:00 -12:00 Marketing Strategy: Edward Mabaya
12:00-13:00 Marketing Strategy Case Study: “Can of Worms,” Jose Jackson
13:00 - 14:00 LUNCH
14:00- 16:00 Case Study Analysis and Presentations
18:00-21:00 Evening Function: Dinner, Masande Xhosa Restaurant
MMM 04 Report 12APPENDIX 1 – WORKSHOP SCHEDULE
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TUESDAY, 7 SEPTEMBERTHINKING IN SUPPLY-THINKING IN SUPPLY-THINKING IN SUPPLY CHAINS AND COMMUNITIESFacilitators Mr Mohammad Karaan and Dr Kenneth Robinson
9:00 – 10:30 Supply-Chains - Key concepts: Mohammad Karaan
10:30- 11:00 TEA BREAK
11:00- 13:00 Supply Chain Case Studies: Olives/ Wine
13:00- 14:00 LUNCH
14:00– 15:00 Businesses, communities, and HIV/AIDS
15:00 –16:30 Field Tour to Kayamandi townshipDealing with HIV and AIDS in the CommunityKen Robinson and Yeki Mosomothane
18:30 – 22:30 Flex Time: Open consultation, shopping, Flex Time: Open consultation, shopping, Flex Time:tennis, soccer, volleyball (Weather permitting)
For sports, participants to meet at Coetzenberg sports fi elds.
WEDNESDAY, 8 SEPTEMBERFINANCIAL MANAGEMENT Facilitators: Dr. Onkutlwile Othata and Norma Tregurtha
9:00 – 10:30 1. Financial Management:Onkutlwile Othata2. Financial Analysis Norma Tregurtha
These are concurrent sessions following a common introduction. Choose one.
10:30 - 11:00 TEA BREAK
11:00 – 12:00 Finance, Continued
12:00 - 12:30 Mid-course Reality Check: Takudzwa Fundira
12:30 - 15:00 Lunch at the Museum
15:00 – 18:00 Evening Function: Dinner, Moyo RestaurantSpeaker: Ms .Venete Klein, Head of ABSA Bank, Agribusiness Division
18:30 Participants to meet bus in Neetling Street (see map)
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THURSDAY, 9 SEPTEMBERSTRATEGIC MANAGEMENT Facilitators: Dr. Joyce Cacho, Dr. Norbert Wilson, and Mr. Frank Pedraza
9:00 – 10:30 Strategic Management: Concepts & Frameworks Joyce Cacho & Norbert Wilson
10:30 -11:00 TEA BREAK
11:00 -12:30 Strategic Management Case Study: “Going Bananas in Uganda”Frank Pedraza & Florence Muranga
12:30 -13:30 LUNCH BREAK
3:30 -15:00 E-Commerce – Bridging the Digital DivideEdward Mabaya
19:00- 22:00 Awards Banquet: Zorgvliet Wine Estate
18:30 Participants to meet bus in Neethling Street (see map)
FRIDAY, 10 SEPTEMBER AGRIBUSINESS MANAGEMENT TOOLS Facilitator Prof Ralph Christy
9:30 –10:30 African Small Businesses in a Global Village: Panel discussion and debate
10:30- 11:00 TEA BREAK
11:00-12:00 Strategic Marketing Synthesis and Summary: Ralph Christy
12:00-12:30 Evaluation & Wrap-up: Takudzwa Fundira
12:30- 17:00 Field Trips (Lunch will be enjoyed at the 1st stop)
13:00 Participants to meet bus at Neelsie Student Center (see map)
SATURDAY and SUNDAY, 11 –12 SEPTEMBERPost Workshop Tours, Ezbri Tours
9:00 –17:00 Post Workshop Tours: Visit the following website www.tourcapetown.co.zwww.tourcapetown.co.za, or collect a brochure from the help desk and let us know by 8/09/2003 which tour you would like to go on. Please note the post workshop tours are on participants own account.
For more details contact Tersia at the Help [email protected]
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APPENDIX 2 - LIST OF PARTICIPANTS
PARTICIPANTS – MAKING MARKETS MATTER ’04 WORKSHOP
Name Business/Organisation Position Postal Address Contact e-mail
Agira, James Langrotech Seed HOD – Marketing P O Box 1244, Kisumu, 40100 Kenya
+254-57-43063 (tel/fax) [email protected]
Awanea representatIve
Baron, Sylvester CPPP
Cape Olives
Brutawit, Dawit Brutawit Abdu Agro-industry Marketing Manager P O Box 16120 Addis Ababa, Ethiopia
+251-9-228753 (tel) +251-9-406311 (fax)
Cege, Cecilia Echuka Farm Limited Managing Director P O Box 76390 –00508 Yaya Centre, Nairobi
254-20-574942 (Tel) 254-20-570775 (fax)
Chagomoka, Takemore
Pristine Seeds Operation manager [email protected]
Dannson, Angela Ministry Of Food and Agriculture
Assistant Director P O BOX M 37 ACCRA Ghana +233-21-668523 (tel) +233-21-668245 (fax)
du Preez, Gerhard
National Tested Seeds Operations Executive
P O Box 2705, Harare, Zimbabwe
263 4 3102847 (Tel) 263 4 310288 (fax) 263 4 331050 (Fax)
Esau, Sauli ECI
Esmail, Samina Western Seed Market Marketing Director P O Box 1022 Kitale KENYA
092542 890804 (Tel) 092542 891444 (Fax)
Gatua, Michael Ng’ang’a
Freshco Kenya Ltd Mktng and Field Services Office
P O Box 27659, Nairobi 00506, Kenya
+254-20-3753122/3 (Tel) +254-20-3753124
Hugo, Leda Eduardo Mondlane University
Senior Lecturer Dept of Rural Engineering, Faculty Of Agronomy, P O Box 257 Maputo Mozambique
+2581-493881 (Tel) +2581-492176 (fax)
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Name Business/Organisation Position Postal Address Contact e-mail
Ibihya, Clara Ancilla
Claphijo Enterprises Managing Director P O Box 30247 Kibaha Coast Region Tanzania
255 023 2402482 (Tel) 255 0744 477629 (Fax)
Karekaho, Venie Flower Production Mangaging Dircetor P O Box 7020, Kampala, Uganga
256-31-263690 (Tel) 256 31 263693 (Fax)
Kemigabo, Vicky Fica Project Marketing Officer P O Box 34095, Kampala, Uganda
256 41 566631 (Tel) 256 41 567159 (Fax)
Kgosiemang, Dorah CPPP
Reagile Integrated Farming Co-opwerative
Chairperson P O Box 398 Koster, 0348
0824895714 (cell) 014-5432004 (fax)
N/a
Kgowedi, Matome
CPPP Programme Coordinator
Madolo, Mncedise
ECI Provincial Manager Stellenbosch [email protected]
Mand, Rajinder Singh
Zanobia Seed Director P O Box 114, Arusha, Tanzania
255 27 2506323 [email protected]
Matinise, Khuthala CPPP
Imizamo yethu fish farming Manager Hout Bay 021-9889724
Mbili, Bongekile Khanyisile CPPP
Sinolwazi Multipurpose Cooperative Ltd
Secretary P O Box 263 Umzinto, 4200
039-9740141 (tel) 039-9740168 (fax)
N/a
Mosele, Minah M National Food Technology Research Centre (NFTRC)
Extension and Training Officer
Private Bag 008 Kanye Botswana
+267-5440441 (tel) +267-5440713 (fax)
Moselekatse, Nametso c
National Food Technology Research Centre (NFTRC)
Personal Assistant Private Bag 008 Kanye Botswana
+267-5440441 (tel) +267-5440713 (fax)
Muranga, Florence
Makerere University Lecturer Faculty of Agriculture P O Box 7062 Kampala
+256-77363271 (Tel) +256-41533676 (Fax)
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Name Business/Organisation Position Postal Address Contact e-mail
Muturi, Joseph Ndekei
Freshco Kenya LTD Field Services & Marketing Manager
P O Box 27659 Nairobi, Kenya, 00506
254203753122/3 (Tel) 254203753124 (Fax)
Ngubane, Nono Farmer Support Group Coordinator Micro-Enterprise Programme
University KwaZulu Natal 033 2606282 (Tel) 033 260 6281 (fax)
Nyakoojo, William
Victoria Seeds Ltd. Sales & Marketing Manager
Kampala, Uganda [email protected]
Olebogena, Galeboe Panti
Citizen Entreprepreurial Development Agency
Business Manager Private Bag 00504 Gaborone
3170895 (Tel) 3190002
Phello, Paul CPPP
Tswelelo-pele Farmers Trust
Treasurer P O Box 943 Koster, 0348
014-5433809 (Tel) 014-5432004 (Fax)
N/a
Ralehoko, Enoch Ntala
CSIR Logistics Researcher P O Box 320 Stellenbosch 7599
021-8882425 (Tel) 021-8882694
Seena, Olais Mathayo
Suba Agro Trading & Engineering Co. Ltd
Zonal Marketing & Branch Manager – South Highlands Zone
P O Box 422, Makambako, Ipinga, Tanzania
255 27 2548541 (Tel) 255 27 2548541 (Fax)
Shandu, Gerald CPPP
Lethusizo Co-op Ltd Chairperson P O Box 524 Gingindlovu, 3800
035-47442163 (tel) 0836213155 (cell) 035-4744917 (fax)
N/a
Shaw, Loretta USDA/ USAID Program Coordinator [email protected]
Solomons, Alrico Anthony
Cape Olive Trust P O Box 91, Hugenoot, Paarl, 7646
8683120 (Tel) 8682895 (Fax)
Somlotha, Zingisa
Department of Afgriculture KZN
Agricultural Economist
P O Box 1244, Hilton, 3245 033-3431397 (Tel) 033-343 3683 (Fax)
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APPENDIX 3. LIST OF PARTICIPANTS AND CONCERNS FACING THEIR BUSINESSES
Name of Participant Position Problems faced by business
Cege, Cecillia MD – Production, Marketing and Sales Procurement
“Competition, ISO standards compliance.”
Chagomoka, Takemore No Details
Dannson, Angela Assistant Director- Policy and programme development work for the Ministry - Coordinating Donor activities
“Developing effective agribusiness strategies for Ghana.”
du Preez, Gerhard Operations Executive No information
Esmail, Samina Marketing Director Emerging Markets
Gatua, Michael Marketing and Fields Services Officer – Involved in Supply management and extension services to outgrowers.
Big challenge is supply-chain management and long-term relation building with outgrowers.
Hugo, Leda Lecturer Need skills to develop and manage small business and loans from a microfinance institution in a rural development programme
Ibihya, Clara Ancilla Managing Director “Lack of advanced technology of machinery and packaging materials.”
James Agira Sales and Marketing Manager- “Being a new seed company, we strive to attain a share of the local market and regional market in order to survive and grow in a competitive market.”
Promotion of products so as to attain the sales target
Karekaho, Venie Flower Production – “I am the technical person on the farm, participate in the production process and handle the marketing to minimize expenditure due to the limited market cannot maximize potential.”
“Limited home market (small local market) – inability to raise capital for export of fresh flowers.”
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Name of Participant Position Problems faced by business
Kemigabo, Vicky Receiving orders from distributors, dispatching to distributors, compiling weekly sales reports, selection of distributors/stockists, training of distributions/stockist, organizing and participating in field days for new seed varieties, compiling quotations to various contracts from FAO, Oxfam etc, and other Relief Agencies.
“Pricing of products, distribution of seeds, overstocking and under stocking due to poor market forecasts, longer periods of developing breeder seed for further bulking to certified seed due to lack of company breeders. Limited seed exports due to non-accreditation to ISTA and OECD procedures and standards in Uganda.”
Kgosiemang, Dorah Chairperson Access to the local market
Mand, Rajinder Singh Director No details
Matu, Waturi Quality standards & certifications – Access & affordable trade finance
“Builds the capacity of the women and their organizations, development improving their competitiveness in the goal market thus fostering social development, gender equity, income generation, improved nutritional status, environmental sustainability and good governance.”
Mbili, Bongekile Secretary
Mosele, Minah Extension & training Officer – Provide technical assistance to clients, Information dissemination and marketing the organisation.
“The mandate of NFTRC is to facilitate development of food enterprises in Bostwana. An important component of that is to develop marketing strategies that could enable food enterprises to become more competitive.”
Moselekatse, Nametso PA “The mandate of NFTRC is to facilitate development of food enterprises in Bostwana. An important component of that is to develop marketing strategies that could enable food enterprises to become more competitive.”
Muranga, Florence Lecturer “The challenge is to develop a marketing strategy for banana flour.”
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Name of Participant Position Problems faced by business
Muturi, Joseph Ndekei I am involved in extension advisory service, purchasing of produce from farmers and marketing of certified seeds
“How to achieve a cost efficient purchase of produce front farmers. Effective marketing of certified seeds to small scale farmers.”
Ngubane, Nono Coordinator for Micro-Enterprise
Nyakoojo, William Sales & Marketing Manager “The company is expanding its operations. The increased business activities and expanded operations requires the company to re-in force its market position.”
Olebogena, Galeboe Panti Business Manager “My organisation is in charge of leading and citizen entrepreneurial development. It is therefore affected indirectly by marketing and managing issues in that most of these fail because of these two issues.”
Phello, Paul Treasurer- treasurer of the trust “Meeting the quantities required by the formal market.”
Ralehoko, Enoch Ntala Logistics Researcher – Research work on rural and urban logistics
“The CSIR logistics division is trying to provide assistance for emerging markets, thus there is need to understand various problems confronting these markets and how best to assist.”
Seenga, Olais Mathayo Branch Manager “Presence of “Me too” products and marketers in a market where ignorance is still dominant and poverty dictates what to buy.”
Shandu, Gerald Chairperson – Involved in fundraising for the group and ensuring sustainability
“Fundraising and market access.”
Shaw, Loretta Program Coordinator
Solomon, Alrico Anthony Distributing Manager – stock control – comebacks reduce – distributing and admin related to it. – Logistics connected to it.
“How can we push our sales volumes? Do we diversify and at what price range do we sell? Do we expand our factory or do we go for satellite franchises?”
Somlotha, Zingisa Agricultural Economist “Marketing research, Export process, Transaction cost analysis, SME’s.”
MMM 04 Report 21
APPENDIX 4 - ORGANISING INSTITUTIONS
Stellenbosch University
Stellenbosch University is situated in the picturesque winelands region of South Africa. The
area is home to several large agribusiness firms, placing the University at the cutting edge of
developments in the food industry. The agricultural faculty has a long tradition of research,
training, and service to the food and agricultural sector. In 1999, 800 lecturers in 12 faculties
taught the approximately 19,000 students enrolled at the University. In addition, the
University is home to two concert halls, a botanical garden that contains indigenous and
exotic plants, and an ultramodern sports complex. Together, Stellenbosch University and the
Stellenbosch area form an outstanding environment in which to learn and relax.
Cornell University
Likewise, Cornell University provides a dynamic, stimulating environment in which about
13,000 undergraduate and 5,000 graduate students pursue their studies under the guidance of
1,600 faculty members. Cornell’s outstanding faculty comprises many internationally
recognized authorities in their fields. Cornell is located in Ithaca, New York, on a 750-acre
campus surrounded by gorges and with views of Cayuga Lake, the longest of the 11 lakes that
make up the Finger Lakes region of New York, which is renowned for its vineyards and
scenery.
Market Matters, Inc. (MM, Inc.)
When the Emerging Markets Programme at Cornell was inaugurated, MM Inc was created as an
independent organization that would encourage discussions and bridge the exchange of
information and knowledge between entrepreneurs in emerging markets, leading
practitioners, and academics. It seeks to profoundly affect the management of firms in
emerging markets by bringing together technical and business professionals, leading
practitioners and academics through training and outreach programs.
Founded in 2002, MM Inc brings to life EMP’s Professor Christy's vision of an organization that
puts marketing principles, strategies and research findings into practice to foster economic
development and to open up resources to enterprising individuals in emerging markets.
MMM 04 Report 22
APPENDIX 5 – FACILITATORS AND GUEST SPEAKERS
Facilitators
Joyce Cacho is a finance consultant with expertise in agribusiness, branded food, and
agriculture environments. She has wide ranging international experience in Southern Africa,
South America and the Caribbeans. Her unique background combines corporate banking,
credit and market risk assessment, and investment policy strategy design. From 1997 to 2003,
Cacho established, developed and managed Rabobank International/USA & Canada Food &
Agribusiness Research Department. An excellent, cross-cultural communicator, she is fluent in
English, Portuguese, Spanish, and chi-Bemba. Cacho earned her Ph.D. in Agricultural
Economics from the University of Missouri.
Ralph Christy is the J. Thomas Clarke Professor of Emerging Markets at Cornell University in
Ithaca, New York, where he teaches and conducts food marketing research and educational
programmes on the economic performance of markets and distribution systems. He has
advised industry leaders and public policy makers on food marketing strategies, economic
development, and the organisation of the global food economy. A Ph.D. graduate of Michigan
State University’s Department of Agricultural Economics, Christy has served as President of
the American Agricultural Economics Association, Scholar-in-Residence at the Rockefeller
Foundation, and member of the Committee for Economic Development’s Research Advisory
Board.
Mohammad Karaan is a lecturer in Agribusiness Management and Marketing at Stellenbosch
University. Before joining the University in 1997, he worked in the nongovernment sector
focussing on rural enterprise development. He also has experience working as a project
economist at the Development Bank of Southern Africa. He works on com-mercialization and
market integration of emerging markets and commodities. His research interests include rural
development and supply chain analysis.
Edward Mabaya is a Research Associate in the Department of Applied Economics and
Management at Cornell University. His research interests include food marketing and
distribution, spatial market integration and equilibrium, commodity price analysis and the
role of efficient agricultural markets in rural economic development. An award winning
instructor, Mabaya has been recognized for his teaching excellence in Marketing Management.
MMM 04 Report 23
Prior to Cornell, he worked as a research assistant at the University of Zimbabwe in Harare-
Zimbabwe where he earned his B.Sc. Mabaya earned both his MS and Ph.D. degrees in
Agricultural Economics at Cornell University.
Onkutlwile Othata is a Lecturer in the Department of Accounting and Finance at the
University of Botswana. He has been with the University since 1993 and has been largely
lecturing in both managerial and financial accounting. His research interests are in the areas
of accounting and accountability in both organizational and social contexts. His research has
been disseminated both locally and internationally in conferences, workshops and scholarly
publications. In addition, he has provided consultancy and advisory services in various
business and social environments.
Kenneth Robinson is a Research Associate in the Department of Applied Economics and
Management at Cornell University. His research interests include economic development,
planning, and public policy. As a Fulbright Fellow, Robinson conducted research on the social
and economic impacts of small-scale, commercial agriculture on disadvantaged communities
in KwaZulu-Natal Province, South Africa. Prior to Cornell, Robinson was Assistant to the
Director for Policy at the USDA Economic Research Service, where he provided management
and research assistance on rural development and environmental policies. He has also
worked as a Washington, DC, lobbyist on housing and community development issues.
Robinson received his Ph.D. in Development Sociology at Cornell.
Norbert Wilson is an Assistant Professor of Agribusiness Management in the Department of
Agricultural Economics at Auburn University, Alabama. There he teaches Microeconomics and
Advanced Agribusiness Management. Wilson’s teaching and research interests cover areas of
agribusiness management and international trade and development. He is currently on
assignment with OECD in Paris where he is analyzing agricultural trade policies. Wilson, a
recipient of the prestigious Rotary International Foundation Fellowship, has earned degrees in
Agricultural Economics at Wye College, University of London (M.S.), and the University of
California, Davis (Ph.D.).
Frank Pedraza is an international management consultant specializing in marketing and
strategic planning issues. Prior experience includes Vice President of Chiquita Brands;
responsible for the Asia-Pacific Region and for International Business Development from 1988
MMM 04 Report 24
to 1994. Vice President of Kraft Foods, Latin America from 1980 to 1988 and Managing
Director of Kraft Foods Mexico and Kraft Foods Venezuela from 1973 to 1980. Prior to 1973
with Pepsico as Vice President for the Pacific Region after a successful marketing career with
Proctor & Gamble. Holds both an MBA from the JGSM and B.S. from College of Agriculture
and Life Sciences from Cornell University.
Guest Speakers
Akin Adesina is an agricultural economist, with several years of professional experience in
African agriculture. He holds a B.Sc. in Agricultural Economics (First Class Honors) from the
Obafemi Awolowo University, Nigeria and obtained a Ph.D. in Agricultural Economics from
Purdue University, USA. He has held positions in numerous international agricultural research
and policy institutions and is currently an Associate Director (Food Security) at The
Rockefeller Foundation, based in Nairobi, Kenya. He is a member of the Advisory Committee
of the Partnership to Cut Hunger in Africa and the Advisory Board of the Agribusiness for
Sustainable Natural African Plant Products (ASNAPP) program of the United States Agency for
International Development.
Professor Chris Brink took up his position as Vice-Chancellor of the University of Stellenbosch
in January 2002. Professor Brink came to Stellenbosch from the University of Wollongong
(UoW) in Australia, where he served as Pro Vice-Chancellor (Research) from 1999 to 2001.
While at UoW, Professor Brink restructured the University's research units, redesigned its
research management systems, produced its Research and Research Training Management
Plan, and took charge of its Innovation and Commercialisation portfolio. Besides his University
commitments, he served as a Board member of several organisations, including a company in
High Performance Computing (based at the Australian Technology Park in Sydney), the
Illawarra Regional Development Board, and the Interim Board of the national Cooperative
Research Centre for Smart Internet Technology. Before going to Australia, Prof Brink served
as Professor of Mathematics and Head of the Department of Mathematics and Applied
Mathematics at the University of Cape Town (UCT). After the first democratic elections in
South Africa in 1994 he was involved in the restructuring of UCT, and served for some time as
Coordinator of Strategic Planning. Other positions include a Senior Research Fellowship at the
Australian National University in the 1980s, a brief spell in industry in the USA, sabbatical and
MMM 04 Report 25
other leave periods at Oxford University, and intermittent visits to many other European
universities.
He is an applied logician with a Cambridge PhD, an interdisciplinary DPhil, Master's degrees in
philosophy and mathematics, and a Bachelor's degree in computer science. At the University
of Cape Town he headed a research unit in Formal Aspects of Computer Science. He is a
Fellow of the Royal Society of South Africa, a former President of the South African
Mathematical Society and a Founder Member of the Academy of Science of South Africa. At
the time of his leaving South Africa for Australia he held the prestigious "A"-rating of the
National Research Foundation, which ranked him as one of South Africa's leading scientists.
He is known for his interdisciplinary work, and has an international profile in research
leadership. He has extensive experience in research, teaching and university administration,
and has served in review panels or in an advisory capacity to a number of universities
internationally. Chris Brink is married to Tobea Brink, and they have three children: Carmen
(18), Hestia (4) and Peter (2).
Venete Klein is passionate about business and government, and Black Economic
Empowerment and the Empowerment of Women form part of her professional priorities.
“Currently, no other bank in South Africa has a specific focus on women-owned businesses
and we are using this opportunity to become a market leader through competitive new
economy leadership practices,” says Klein. The women-owned business market is growing
rapidly and brings with it the unique needs of women. Among the initiatives that have been
kick-started to promote the empowerment of women is Banking to Women-Owned Business
(B2WOB), which is a specialised programme that will support the integration of women
entrepreneurs into the mainstream economy.
A graduate of the Harvard University Senior Executive Programme, Klein is also a Director in
the Office of the Banking Adjudicator and has recently been elected as the Vice Chairperson
of the Agricultural Business Chamber, the first women to be elected to this position. She is
the only South African to serve on the International Policy Commission, the official Trade
Regulation arm of the FAO (The World’s Food & Agricultural Organisation). Her specialisation
in Agriculture started five years ago at the Land Bank where she was first exposed to
Government. Klein’s enthusiasm and professional contribution caught the attention of
Minister of Finance, Trevor Manual. She was consequently appointed to three advisory bodies,
MMM 04 Report 26
the Standing Committee for the revision of the Banks Act of 1990, the Standing Committee for
the Short Term Insurance Act and the Policy Board for Financial Services & Regulation. At
ABSA her portfolio includes Medium Business, Agribusiness, Banking to Women Owned
Business, Consumables and Black Business.
Moses Onim is Managing Director of Lagrotech Seed Company in Kisumu-Kenya. The Lowlands
Agricultural and Technical Services (Lagrotech) Seed Company aims to ensure that seed crops
maintain genetic attributes and purity as well as freedom from inert matters, weed seeds and
seed borne diseases. The company’s key marketed products include maize varieties, early
maturing bean varieties, and sorghum. In addition to these varieties, Lagrotech has an active
research and crop varieties research program led by Dr. Moses Onim (a plant breeder) with 30
hybrid maize crosses currently under evaluation. To ensure a comprehensive input supply to
smallholder farmers, this fast-growing company also stocks fertilizers, agrochemicals and
vegetable seeds in addition to their own brands. Lagrotech is driven by a highly motivated,
professional and target driven work force.
Mumeka Wright is an American-trained woman who returned to her native country, Zambia, a
decade ago to contribute to the growth of that nation. She has a BA in Sociology from
Middlebury College in Vermont, USA and a Masters in Development Studies from the School of
Oriental and African Studies at the University of London. She is the General Manager of Bimzi
Limited, a family-owned business that is actively engaged in the agriculture sector. The
company is a business with a social conscience and works extensively with small-scale farmers
to provide them with agriculture inputs and training to produce high value crops (mainly
paprika). The crop is exported to regional and international markets that include South
Africa and Spain. In 2001, Ms. Wright attended the Making Markets Matter workshop as a
participant, and returned in 2004, to lead a panel discussion and debate on “African Small
Business in a Global Village.”
MMM 04 Report 27
APPENDIX 6 - ORGANISING COMMITTEE
Ralph Christy is the J. Thomas Clarke Professor of Emerging Markets at Cornell University in
Ithaca, New York, where he teaches and conducts food marketing research and educational
programmes on the economic performance of markets and distribution systems. He has
advised industry leaders and public policy makers on food marketing strategies, economic
development, and the organisation of the global food economy. A Ph.D. graduate of Michigan
State University’s Department of Agricultural Economics, Christy has served as President of
the American Agricultural Economics Association, Scholar-in-Residence at the Rockefeller
Foundation, and member of the Committee for Economic Development’s Research Advisory
Board.
Mohammad Karaan is a lecturer in Agribusiness Management and Marketing at Stellenbosch
University. Before joining the University in 1997, he worked in the nongovernment sector
focussing on rural enterprise development. He also has experience working as a project
economist at the Development Bank of Southern Africa. He works on com-mercialization and
market integration of emerging markets and commodities. His research interests include rural
development and supply chain analysis.
Edward Mabaya is a Research Associate in the Department of Applied Economics and
Management at Cornell University. His research interests include food marketing and
distribution, spatial market integration and equilibrium, commodity price analysis and the
role of efficient agricultural markets in rural economic development. An award winning
instructor, Mabaya has been recognized for his teaching excellence in Marketing Management.
Prior to Cornell, he worked as a research assistant at the University of Zimbabwe in Harare-
Zimbabwe where he earned his B.Sc. Mabaya earned both his MS and Ph.D. degrees in
Agricultural Economics at Cornell University.
APPENDIX 7 – WORKSHOP SNAPSHOTS
Participants discuss a supply-chains case study. “Can of Worms” – Dr. Jackson facilitates a discussion on marketing phane worms.
Hands-on problem solving experience through case studies. Participants listening to a presentation.
The writing on the wall says it all. Participants and facilitators interact during breaks and consultation time.
Participants share a joke, coffee, and management strategies At the closing banquet, participants netoworked with the South African business community.
At the Closing Banquet, Professor Chris Brink, Rector of Stellenbosch
University, challenged South Africans to undo the effects of Apartheid.
Guest Speaker Akin Adesina and Professor Christy during the Closing Banquet.
Coordinator Ed Mabaya (middle) with invited guests Bleming Nekati
and Hushe Mzenda. On a field trip to Kayamandi township, participants learned about the private sector’s role in dealing with HIV/AIDS.