Raising market awareness
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CTA. 2002. Raising market awareness. Rural Radio Resource Pack 02/2. Wageningen, The Netherlands: CTA.
Permanent link to this item: http://hdl.handle.net/10568/57306
The National Beekeepers? Association in The Gambia uses a variety of methods to promote its honey products. These include information sheets, advertisements in newspapers and on the radio, and an outdoor display table where customers can come to try different honey types.
Raising market awareness CUE: Every year the world?s industries spend billions of dollars advertising their products: it is one of their most important marketing strategies. But what about small-scale farmers? Is advertising a strategy that they can use? One problem is that putting advertisements in newspapers or on the radio is usually quite expensive. However, for farmers who can group themselves and combine their resources, developing a strategy to raise awareness about their product may be a possibility. Our next report comes from The Gambia, where the National Beekeepers Association has found a number of ways of promoting their honey products. Through their work, consumers are now aware that honey comes in many different varieties with different tastes, and can even be good for their health! Ismaila Senghore spoke to the General Manager, Mr Abba Manneh, about how the association has increased the demand for honey in The Gambia. IN: ?When we established we ? OUT: ? and the malaina honey. DUR?N 3?00? BACK ANNOUNCEMENT: Abba Manneh describing the growing market for honey in The Gambia. Transcript Manneh When we established we thought we should now try to sensitise people, so that we can increase demand. Because if we have more consumers locally, it means then the demand for the product will be also increased. Now we produced some information sheets informing them of the different sicknesses and diseases that honey can really cure. And the way they should go about taking honey to solve those problems Senghore Do you locate specific places and specific markets that are advantageous to you and particular to you? Manneh Yes! We started introducing the product also to the supermarkets and to the hotels, by way of getting some standard jars. And we also use labels. We label them, where we put our logo, and we put ?Natural Pure Gambian Honey, and underneath we put ?Organic?. Then our address, telephone, fax and so on, so that anybody who wants to contact us, can contact us at any time. We have started sensitising also the bakeries, so that they can also be using honey to coat their bread. Because it can be used to preserve bread for a longer period. Senghore Now that is about your retailers and other clients, maybe wholesalers. Now what about the consumers? What do you focus on to make sure that the consumers are attracted to your product? Manneh The consumers, we do make some sensitisation through the media, using ?The Observer? the radio and so on. And we also have a honey bench outside here which we display all the products, and anybody who comes to buy we try to sensitise. Senghore Do they taste you honey to make sure that it is the one they like? Manneh Yes! Now you see because Gambians were not aware of the different type of honeys that can be produced. But because of our existence, a lot of people now start to realise that honey has different colours, and why the different colours, is because they are coming from a different botanical source, and automatically they must have different taste. They will tell you either I would like mangrove honey - ?Do you have mangrove honey?? or ?Do you have cashew honey?? or ?Do you have malaina honey?? or ?Do you have mahogany honey?? So it is not the colour that they ask for. It is only the Europeans who ask for a colour. They will go and say ?No, I want amber? or ?I want light amber? or ?I want dark honey?. Senghore Which are the types that are most popular? Manneh Well here the most popular types are the light honey and the amber honey. That is the colour. But for the Gambians what they normally ask for is mangrove honey and the malaina honey. End of track.