Published on October 15, 2007
Slide1: International Competence Centre For Organic Agriculture Bangalore, India In Technical Cooperation with Research Institute of Organic Agriculture, Switzerland Slide2: PROGRAM-3 HRD & CAPACITY BUILDING PROGRAM-4 STANDARDS AND QUALITY MANAGEMENT PROGRAM-2 RESEARCH AND TECHNOLOGY PROGRAM-1 POLICY and ADVOCACY Executive Director Program Managers PROGRAM-5 MARKET DEVELOPMENT Regional Offices Program Partners INDIA : Organic Agricultural Products Market: INDIA : Organic Agricultural Products Market Young organic market Increasing awareness about dangers of unsafe food due to pesticide residues Growing middle class consumers willing to pay for safe food items India organic key constraint: India organic key constraint Indian organic export trade not developed No export market for many Indian products Domestic market for organic products weak STRATEGY FOR INDIA ORGANIC TRADE: STRATEGY FOR INDIA ORGANIC TRADE focus on both export and domestic market at the same time INDIA ORGANIC WILL SUCCEED ?: INDIA ORGANIC WILL SUCCEED ? Market opportunities emerging Meanwhile short term bottle necks exist Need for improving trade and marketing systems INDIAN ORGANIC FARMERS : INDIAN ORGANIC FARMERS Uncertified organic subsistent farming Convention inorganic farming Certified organic farming ( 0.003%) and: and INDIAN ORGANIC MARKET DEVELOPMENT PROJECT ( IOMDP ) June 2004 to Dec,2007 Iccoa iomdp: Iccoa iomdp Idea behind Support to improve the performance of the organic production / market chain ( farm inputs, production, processing, trade etc) Iccoa- iomdp: Iccoa- iomdp GOAL Enhance market opportunities for Indian organic products / trade GOAL: GOAL ENHANCE MARKET OPPORTUNITIES FOR INDIAN ORGANIC PRODUCTS Iccoa- iomdp: Iccoa- iomdp The 4 Objectives A. Creating Awareness on Indian OA B. Strengthening market research and information on Indian OA C. Facilitate market chains develop D. Facilitate develop strategy on widely agreed input approval system Iccoa –iomdp: Impact: Iccoa –iomdp: Impact Broad indicators of Impact Enhanced market opportunities for Indian organic products Export trade volume increases two fold Organic products outlets in major Indian cities ( at least one outlet) 3 retail chains offering range of products Iccoa-iomdp: Iccoa-iomdp Outputs / Outcomes Biofach survey 2007 to show increased recognition of Indian Org products Indian organic Guarantee System widely recognized GOAL: GOAL ENHANCE MARKET OPPORTUNITIES FOR INDIAN ORGANIC PRODUCTS OBJECTIVES: OBJECTIVES 1. Awareness Creation 2. Market Research Information 3. Developing Market Chains 4. Improving Input Approval System Purpose-1: Awareness Creation : Purpose-1: Awareness Creation Communication strategy Media Campaign Organic Guarantee System Others Purpose-2: Market: Purpose-2: Market ENHANCE MARKET OPPORTUNITIES FOR INDIAN ORGANIC PRODUCTS Objectives: Objectives Awareness creation Market research and market information Development and documentation of market chains by means of pilot project To close the gap in input approval 1. Awareness Creation: 1. Awareness Creation Communication strategy with key messages to target groups about organic produces. Media campaigns e.g. trade fairs, seminars, exhibitions, press releases etc. Improve functioning & recognition of “ Indian Organic Guarantee System.” 2. Market Research & Market Information:-: 2. Market Research & Market Information:- Trade directory for information exchange among producers, traders & sellers. Improve market intelligence thru’ MR, disseminate up-to-date information. Capacity building to acquire know-how to ensure sustainable dev.of Organic mkt. 3. Development & documentation of market chains : 3. Development & documentation of market chains Pilot projects involving training and support of org. development, processing, quality management, marketing & public relations. Capacity building of stakeholders of Organic market thru’ intensive training, seminars etc. Manuals & concepts-develop & share with stakeholders thru’ workshops & publications. 4. Input approval: 4. Input approval Harmonization of input approvals, including GMO issues, at national level. Organize workshops to develop a common strategy among certification agencies. Provide information on available inputs and built expertise in input approval. BENEFICIARIES: BENEFICIARIES DIRECT Indian farmers. Producer groups. Food processors. Traders in OA. End consumers of Organic foods(quality & availability) INDIRECT Entire organic sector, i.e., Government agencies, Ministry of Agri., Min. of Commerce, accreditation agencies, etc. BENEFICIARIES OF IOMDP Slide25: IOMDP KEY PARTNERS FiBL (Project Coordinator In Swiss) ICCOA (Executing Agency in India) SIPPO (Support at Biofach, Germany) Max Havelaar (Workshop & Training) Dietler Clavadetscher (Awareness creation & Positioning OA) IOMDP- Steering Committee: IOMDP- Steering Committee Significance of IOMDP: Significance of IOMDP Domestic Markets Export Markets Economic Benefits & Sustainable Agriculture Development of Organic Markets IOMDP: Outcome Indicators: IOMDP: Outcome Indicators OA market expands two-fold by 2007. Ops available in one outlet per major city Ops retail sales by at least 3 chains Indian Organic products get recognition in International markets Organic business directory Certifiers helping ‘Certified Organic’. Farmer organizations linked to domestic or export markets ( at least 10). Poor farmers benefited economically. Indian Organic Market Development Project (IOMDP): Indian Organic Market Development Project (IOMDP) Project donor: SECO Switzerland, May 2004 Project duration: June 2004 – December 2007 Goal: Facilitating market access (domestic and export) for Indian organic products Project Coordination: FiBL (Research Institute for Organic Agriculture), Switzerland Local implementation: ICCOA (Indian Competence Centre for Organic Agriculture), Bangalore IOMDP: Project objectives: IOMDP: Project objectives Awareness creation among Indian public; enhanced credibility of the Indian organic guarantee system Availability of market information relevant for international and domestic market development Development and documentation of market chains by means of pilot projects IOMDP: Activites: IOMDP: Activites Awareness creation Communication strategy, promotion material Media campaigns: press releases and events Support accreditation system and standard setting process Market research and market information Business Directory Market intelligence Capacity building of ICCOA Developing and documenting market chains Coaching of pilot projects Capacity building of stakeholders Development of concepts and manuals IOMDP : Market Research & Market Information: IOMDP : Market Research & Market Information Trade directory Improve market intelligence thru’ MR, disseminate up-to-date information. Capacity building to acquire know-how to ensure sustainable dev.of Organic mkt. IOMDP: Development & documentation of market chains : IOMDP: Development & documentation of market chains Pilot projects involving training and support of org. development, processing, quality management, marketing & public relations. Capacity building of stakeholders of Organic market thru’ intensive training, seminars etc. Manuals & concepts-develop & share with stakeholders thru’ workshops & publications. Slide34: Harmonization of input approvals, including GMO issues, at national level. Organize workshops to develop a common strategy among certification agencies. Provide information on available inputs and built expertise in input approval. IOMDP: Input approval India Organic Trade Fair (IOTF) 2005: India Organic Trade Fair (IOTF) 2005 India Organic Trade Fair-2005 (IOTF): India Organic Trade Fair-2005 (IOTF) National Organic trade fair in Bangalore 50000 general visitors and 500 trade visitors to attend 80-100 stalls Create awareness among consumers Develop trust for Indian organic products among international traders Ensure Indian Organic Guarantee systems are recognized on both domestic and international levels IOTF: Participants: IOTF: Participants Farmer / Producer groups Processors Traders / Exporters Central Govt. Institutions State Govt. Institutions Commodity Boards Certifying agencies Input manufacturers Residue analysis laboratory Research institution Universities Swiss Govt. IOTF-2005:Profile of Participants: IOTF-2005:Profile of Participants Certified Non-Certified Slide39: INDIAN ORGANIC SPICES Slide40: INDIAN ORGANIC BANANA- CAN BE ? IOTF 2005: Partners tentative: IOTF 2005: Partners tentative Govt. of Karnataka Uttranchal, Kerala, MP,Himachal APEDA Commodity boards, Tea board, Spices board, Coffee board etc CII FICCI INDIA ORGANIC 2005 : Programs: INDIA ORGANIC 2005 : Programs Business Hours Time: 9 am – 2 pm Activities Exhibition Buyer and seller meets Seminars and workshops Meet the experts General Hours Time: 2 pm – 9 pm Activities Exhibition Food Tasting Meet and Greet Film shows Seminars Entertainment Program IOTF 2005: profile of Business visitors: IOTF 2005: profile of Business visitors Retail outlets Traders Exporters Potential entrepreneurs Hotel industry Importers from abroad Progressive farmers Eco-tourism professionals Slide44: Organic Food Courts Celebrity Meet and Greet - Fitness Experts, Nutrition Film Shows Theme Stalls Food Sculpture INDIA ORGANIC 2005: Entertainment 2005:Advertisement and Publicity: 2005:Advertisement and Publicity Press advertisements Through State and Central govt. Through radio Hoardings, Banners etc. across the city Volunteers distributing fliers TV channels Hoardings in cities across country. Partnership with GO Karnataka : Lal Bagh as venue for the fair Inauguration VIP Sponsoring stalls of Karnataka organic producer groups Bringing organic farmers as visitors Advertisement in print, audio and visual media Sponsoring of seminars Partnership with GO Karnataka 2004- -the starting year of IOMDP: 2004- -the starting year of IOMDP Project approved in June 2004 Project gets going Awareness activities- the symposium “ from field to consumer in December Data base development process Inviting market development Projects and screening by staff ICCOA human resources strengthening IOMDP-2004 progress: IOMDP-2004 progress Financial flow delays until Jan 2005 Subsequent some activities delayed and Budget balance of ……… Capacity building of ICCOA continuing IOMDP-2005: IOMDP-2005 IOTF –2005 Business Directory Marketing projects Communication strategy –meetings Input approval sys– task force meetings Awareness meetings & participation Mainstreaming ICCOA in the Indian Organic World, govt institutions and civic society to earn a name
... Indian Organic Agribusiness ....At the Threshold of Growth on ResearchGate, ... (IOMDP) of ICCOA. ... Down to Earth, pp. 27-31, 2003. II . Fukuoka, ...
Publication » Indian Organic Agribusiness ....At the Threshold of Growth. ... 164 pp. www.iccoa.org. ... of ICCOA. The IOMDP project is funded by State