Market Development Strategy NWCA

Market Development Strategy NWCA

 

Introduction

Before beginning talking about any development strategy in Morocco, Mali, Algeria, Tunisia, Gabon, Ivory Cost and Senegal let’s begin by presenting specification of each of this 7 countries on term of crop and surfaces (Table Bellow: FAO Stat 2016/2017).

Agricultural Policies

The development curves of berries and exotic fruits are growing exponentially during the last 10 years. This strong demand is fed mainly from North, West and Central Africa. This will certainly cause a strong growth of extension in term of surfaces, logistics and will necessarily be subject of certificates for export. This tendency pushes local authorities of several countries (Gabon, Algeria, Ivory coast,.) to promote these crops and adapted their legal arsenals to facilitate and develop the export.

The main link between them is an actual or future exports orientations policy known as (Documents attached):

- Morocco: Green Morocco plan

- Algeria: Agricultural Restructuration Plan

- Gabon: Green Gabon 2025

- Tunisia: Agri Vision 2020

- Mali: UN program

All focused on growth of agricultural exports in local economies by surfaces and technical development by making in disposition of growers:

- Coaching (ensuring by officials)

- New technical materials & inputs

- Logistics (ensure regular shipments)

- New markets & destinations.

New destinations as Europe request certain kind of certifications (Global Gap V5, Smeta V6, AB, Flegt,..), high efficient inputs and certain level of knowledge of new farming Techniques. This opened a window for global companies in sales opportunities.

The main job should be done on biggest suppliers and growers of each country (List attached) to promote and inform about the necessity of GG certification and its value to the product in the market. The advantage of beginning contacts with suppliers is that they work with big number of growers and products panels and also in some cases different countries. For example, the groups ‘’Soldive, Quality bean, Driscoll’s, Roy Agri, Natberry, Terre & deriv2e & Bernard Chiran’’ they supply their fruits and vegetables from different countries in Africa (Morocco, Tunisia, Ivory Coast, Senegal, Mali). So beginning work with them can bring a lot of issues and open a breach to GG agro-inputs introduction with the advantage that they are well introduced on new agriculture trends in Morocco and Spain.

PESTEL countries Analysis

Political: New agricultural policies oriented to export

Environment: Helping to introduction of extensive agriculture

Social: Very cheap workers and adapted to agronomy sector

Technical: Medium technically and few machinery equipments

Economical: Officials make a lot of investments in the sector

Legal: Not well in some cases as Mali and Algeria.

Market Strategy

Based on my experience with seeds, pesticides and other agricultural inputs, the easiest way to develop a product or a services is to use a net already existing and adapt it to our concept and needs. At the past this strategy helped me to introduce a lot of products to North, West & Central Africa. Build a net from nothing make a lot of waste of time, energy and money.

Algeria: The Country still have some structural issues to well develop fruits and vegetables exports. The most important obstruction is legal and logistical obstacles and the government is working on it by construction of one of the biggest port in Mediterranean in the Capital city and adapting its regulatory staffs to market exports needs. In Algeria the main agriculture operator is ACI- Algeria (belonging to M. Rabeh Allam) which has a strong links with officials and a very strong sales force in all the country. A mutual cooperation with them can make help to use its facilities, teams and net to introduce us to growers on need of Global gap Certifications. ACI – Algeria has already begun a big development program of Berries and Gaps to growers and it’s also on their interests to continue leading in agriculture trends, and in coordination with any other organism.

Products as strawberries, Tomatoes and Watermelon will be a good beginning.

SWOT Analysis

Strengths

Huge surfaces

Water disposal

Technically acceptable

Near to manage

Weaknesses

Legal Arsenal not yet enough developed

Focused on local market

Logistically not yet ready (shipments take a lot of time) 

Opportunities

Officials oriented to export

A huge port under construction

More recent investment in agriculture

Trills

Corruption

Possible Suspension of government subvention

Tunisia: one of the most important suppliers of Olive oil, Dates and Processing tomato

Olive oil and processing tomatoes (biological & conventional) are all controlled by industrials in Tunisia and also Morocco. The main work should be done at this level to make sure that all olives and tomatoes suppliers for processing in collaboration with local retailers and distributors as Stec, Agrimatco,...

SWOT Analysis

Strengths

Experimented in exports (dates & oils)

Technically good

Growers grouped

Weaknesses

A lot of frauds (Bio contaminations)

Lake of certifications in processing industry (oil, tomato,…)

 Small surfaces  

Opportunities

Development of berries

Trills

Political stability

 Recent Social strikes frequencies

Gabon, Ivory Cost, Senegal and Mali:

Countries based on aggregations and cooperatives encouraged by UN and FAO programs. Countries with multiple operators can be beneficial for development in these countries with a huge export potential. There are also other operators as (List Attached):

·         Callivoire & Agronegoce (Ivory Cost)

·        Sogeba (Mali)

·        Agrigab & Gabonaise de chimie (Gabon)

·        Agrophytex (Senegal)

SWOT Analysis

Strengths

Water disposal

A lot of products: Cacao, Coffee, Cashew, Bananas, Mango, Pineapple …

Logistic

Weaknesses

Low technically

Lake or absence of machinery

Small surfaces  

Opportunities

Policy oriented to export

Government implication in process

Trills

Corruption

 Political stability

Morocco: in Morocco the work should be concentrated on a first step on berries unstoppable development. An official stat showed that in the last 5 years berries has constantly growth with 15% on term of Ha every year (List Attached).

Establishing a permanent contact with biggest group as Azura, Comaprim, Driscoll’s, Roy Agro, Quality Bean, les Domaines & Copag can just make things easiest and faster to develop. The Moroccan export market is well organized and easiest to approach and manage. The main companies are adapted and well informed of any new trend in certification processes.

SWOT Analysis

Strengths

Experimented in exports

Technically very good

Logistics disposal

Unstoppable extensions in berries

Weaknesses

A lot of certifications trends (HARPC, ISO 45000, SMETA V6, GG V5,…)

Focused on Europe

Quota export from EU

Opportunities

Russian market due to EU vegetables bane from Russia

More Berries Surface needed

Trills

Reducing vegetables surfaces and conversion to berries

Water disposal in some areas 

RACHIDI Youssef                                                                  Kenitra, 08/07/2018

NB: It’s just a summary of ideas based on my experience on developing seeds and Labs analysis on this part of Africa.