PROMOTIONCCP:HF/JU 11/4

CCP:HF/JU 11/CRS 3

Background Brief overview of generic promotion Other considerations Implications Points for action

Promotion was one of the seven key areas for priority action (Manila, Philippines, 2009)

Potential areas: logo, promotion materials and establishment of a calendar

“The cooperative effort to increase demand by producers of products that are more or less similar”

Aims at increasing the market to benefit producers, while brand promotion aims at increasing the share of the market for a given producer

Agricultural products are homogeneous Need for a commonality of interests,

which is easier to achieve in national markets

International commonality of interest for jute and hard fibres: resistance to inroads from synthetics

Difficult to define a commonality of interests because: Production involves many smallholders Production and exports range from large

industries with public sector participation to individual private sector industries

Some producers export and import while others concentrate on the domestic market

Some non-producers re-export fibre and products

Focus on impact of economic development on smallholders in the value chain

Promotion at holistic utilization to promote a more efficient value chain and improved livelihood

Generic promotion difficult to achieve Diversity of interests of producers and

traders Availability of funding Conceptual weaknesses in promoting

materials

Research provides basis for promotion: scientifically documented research could be made available to industrial users to employ in their promotion programmes

Solid research findings of environmental, sustainability and technical aspects of natural fibres could be used to promote their image

Champions need to articulate points for action on promotion

Need for a working group on promotion?

Scope of this working group?

Endorse the Future Fibres a logo to be used by producers, traders and manufacturers of these fibres

Other possible promotional activities: Media promotion Exhibitions Endorsements