SUPPLYCHAIN PRACTICE AND PROMOTION OF AGRO PRODUCT WITH SPECIFIC REFERENCE TO WILD HONEY INTRODUCTION The overall purpose ofthis research was to conduct a rapid assessment of the various marketsavailability and to secure a better understanding of the promotional activitiesin that market for promising future of wild honey . The assignment examined keypoints of leverage in the value chain that could potentially be improved toincrease flow of honey consistently and commercially into various identifiedmarkets. It also concentrated on survey of customer perspective towards thewild honey.
The ultimate objective of this assignment was to develop a utilitarianand commercially viable marketing strategy that can increase market demand onwild honey by enabling easy access to the end customer through promotionalstrategy. METHODOLOGY Theassignment primarily relied on field visits and on-the-ground discussions andinterviews with professional honey hunters, honey producers associations,businesses and non-governmental organizations, already engaged in Study ofsupply chain and promotional activities of the wild honey. Met with otherintermediaries and service providers such as distributors, retailers,wholesalers and potential buyers of wild honey products. The assignment startedwith meetings and interviews with key market players such as Khadi crafts,Khadi Bhavan, Khadhir Bhavan, and Khadi Gramodyog. Markets in a district town ofCoimbatore as well as in popular roadside bus-stops in Alamaramedu (Aanaikati)were also assessed to get an understanding of market demand, trends and buyer behaviour.
These interviews provided anecdotal evidence on how wild honey is perceived inthe domestic market. The meetings also provided some useful information on themajor constraints that challenge producers, processors and buyers. Results fromall these interviews, discussions, consultations and interactions were analyzedand used as the basis of this report. Marketing The local market for honey is significant and demand inurban areas outstrips supply. Trade opportunities for other bee products arealso growing. However, inefficiencies in the supply chain and the low capacityof producers to negotiate markets, limits capacity to exploit the country’sfull potential. Cooperatives, individuals and self helps groups are involved inmarketing of the honey Honey is sold both locally and internationally. Locally,it’s sold in the supermarkets and shops.
It is also hawked along the mainroadsides (in the areas where it is produced), in towns and villages. Exportmarkets include US, Japan, and European Union. Honey is also traded within theEAC and COMESA trading blocks and to be able to penetrate the market tradershave to adhere to EAC sanitary and phytosanitary measures, and export andimport guidelines Honey marketing in Kenya Honey is a natural sweetener and itsnaturalness is its main selling point. Therefore every effort must be made tomaintain the delicate flavour and aroma found in newly extracted honey.Majority of small scale beekeepers usually consider honey as a product for homeconsumption instead of a cash crop, thus missing out on the income benefits.Honey has a high cash value relative to its weight and bulk. Properly stored,it is essentially a non-perishable product.
These characteristics make honey anattractive crop suitable for small scale producers. There are various factorsthat affect honey marketing; 1) Quality: Quality of honey is a key factor inensuring a niche in the market. Various factors identified as key determinantsin honey quality are harvesting methods, processing procedures and storage. 2)Blending Of Honey: Most traders practise honey blending. This is either toprovide uniformity of the product or to meet certain trade requirements.
3)Packaging: It is important to observe proper packaging hygiene practises toavoid post contamination. Liquid honey must portray a clean attractiveappearance and remain free from crystallisation for a market period of at least6-9 months. Honey packaging should be done in airtight containers.
Ensureuniformity in packaging in terms of, weight, volume, package size and shape.Packing containers used include: ·Glass containers ·Plastic containers ·Stainless steel containers The size will depend on the demand they can be250gm, 500gm, 750gm, 1 kg. 300kg, 500kg depending on market segments. Thecontainers should also be: ·Attractive ·Appropriate (convenient) shape ·Affordable. · Easyto transport.
·Clear so as to show the colour of honey for retail market. 4. Labelling: Thelabel should be attractive and descriptive of the product; it should includeexpiry date, address, weight, nutritive value and any other relevantinformation. · Thesize of the label should be proportional to the bottle/jar or any package. · Cost of label should bereasonable to ensure the price of the product is competitive. 5. Pricing: Theprice of honey is determined by analysing the following.
· Cost of production,processing, packaging, transportation, labour and miscellaneous. · The price should becompetitive and the profit margins reasonable. 6.
Promotion: This involvescreating awareness and interest in a product. The following are different waysof promoting honey in the market. ·Labelling ·Attractive Packaging ·Free samples ·Advertising through: üElectronic and print media üInternational and National publications üSign boards, roadside adverts üPromotional leaflets/brochures üIntroduction letters üWord of mouth ·Marketing representatives Promotional corners outside food stores,supermarkets, shopping malls Honey in the market is presented in several forms:1. Unprocessed Honey This is honey in its raw form, with combs that have beenbroken to release the honey from the cells. Demand for this honey is high.
Themain market outlet is traditional brewers and herbalist. Price depends onsupply and demand. Currently farm gate prices range from Ksh70-150 per kg. 2.Semi-Refined Honey This is mainly honey where most of the combs have beenmanually removed leaving the liquid honey with few impurities. Demand is veryhigh mainly from processors and packers.
Price ranges from Ksh80-170 per kgdepending on the season. 3. Refined/Liquid Honey This is honey that has beenstrained to remove all the foreign particles.
It is normally packed in plasticor glass jars of 350gm, 500gm or in any other convenient pack. Retail pricerange between Ksh150-300 for the 500gm jar. 4. Chunk Honey This is honey thathas a piece of comb honey immersed in refined liquid honey. Packages used arenormally glass jars.
This form of honey is not very common in the markethowever; consumers who like both comb and refined honey will usually pay ahigher price for this special chunk honey pack.
