Agricultural Marketing and Value Chains Training Course

Module 1: Introduction to Agricultural Marketing and Value Chains

• Definition and scope of agricultural marketing.
• Understanding agricultural value chains: From input to consumption.
• Key actors and their roles in the value chain (farmers, aggregators, processors, retailers, consumers).
• Importance of market orientation in agriculture.
• Challenges and opportunities in agricultural marketing.
• Practical session: Mapping a local agricultural value chain for a selected commodity, identifying key actors and linkages.

Module 2: Market Analysis and Demand Assessment

• Principles of market research in agriculture.
• Identifying consumer preferences and market segments.
• Analyzing market trends, seasonality, and demand forecasting.
• Competitive analysis: Understanding strengths and weaknesses of competitors.
• Tools for data collection and analysis in agricultural markets.
• Practical session: Conducting a mini-market survey (simulated) for a hypothetical agricultural product to assess demand and competition.

Module 3: Post-Harvest Management and Quality Control

• Importance of post-harvest handling in marketing.
• Minimizing post-harvest losses through proper techniques (cleaning, sorting, grading).
• Quality standards and specifications for various agricultural products.
• Packaging and labeling for market appeal and preservation.
• Certification schemes and their role in market access (e.g., organic, fair trade).
• Practical session: Demonstrating proper sorting and grading techniques for a selected fresh produce item and discussing suitable packaging.

Module 4: Value Addition and Product Development

• Concept of value addition in agriculture.
• Types of value-added products (processed foods, differentiated fresh produce).
• Identifying opportunities for adding value to raw agricultural commodities.
• Steps in new product development and market testing.
• Cost-benefit analysis of value addition strategies.
• Practical session: Brainstorming and developing a concept for a new value-added product from a common agricultural raw material.

Module 5: Market Channels and Distribution Strategies

• Overview of various agricultural market channels: Direct sales, wholesale markets, retail chains, export.
• Understanding supply chain logistics for agricultural products.
• Transportation and cold chain management.
• Developing efficient distribution networks.
• The role of intermediaries and their selection.
• Practical session: Analyzing the pros and cons of different market channels for a specific agricultural product and proposing an optimal distribution strategy.

Module 6: Pricing Strategies and Market Information Systems

• Factors influencing agricultural product pricing.
• Common pricing strategies: Cost-plus, competitive, value-based.
• Price discovery mechanisms in agricultural markets.
• Importance of market information systems (MIS) for farmers and traders.
• Accessing and interpreting market price data and trends.
• Practical session: Analyzing hypothetical market price data for a commodity and developing a pricing strategy for different sales scenarios.

Module 7: Contract Farming and Producer Organizations

• Introduction to contract farming: Benefits and risks for farmers and buyers.
• Key elements of effective contract farming agreements.
• Role of producer organizations (cooperatives, associations) in collective marketing.
• Strengthening organizational capacity for market engagement.
• Case studies of successful producer-buyer linkages.
• Practical session: Discussing key clauses of a sample contract farming agreement and identifying challenges faced by producer organizations.

Module 8: Digital Marketing and E-commerce in Agriculture

• Overview of digital marketing tools for agricultural products (social media, websites).
• Building an online presence for agribusinesses.
• E-commerce platforms for direct sales to consumers (B2C) and businesses (B2B).
• Online payment systems and logistics for e-commerce.
• Success stories and challenges of e-commerce in agriculture.
• Practical session: Developing a basic digital marketing plan outline for a hypothetical agricultural product and exploring relevant e-commerce platforms.

Module 9: Food Safety Standards and Certifications

• Importance of food safety in accessing premium and export markets.
• Overview of national and international food safety standards (e.g., HACCP, ISO 22000).
• Understanding certification processes and requirements.
• Traceability and record-keeping for food safety compliance.
• Impact of food safety on consumer trust and market access.
• Practical session: Discussing common food safety hazards in a selected agricultural product and identifying critical control points for mitigation.

Module 10: Financing Agricultural Value Chains and Risk Management

• Sources of finance for agricultural production and marketing (banks, microfinance, grants).
• Financial planning for agribusinesses.
• Types of risks in agricultural value chains (production, market, financial, policy).
• Strategies for mitigating risks: Insurance, diversification, forward contracts.
• Role of policy and regulatory environment in value chain development.
• Practical session: Identifying major risks for a hypothetical agricultural business and brainstorming risk mitigation strategies.

Requirements:

·       Participants should be reasonably proficient in English.

·       Applicants must live up to Armstrong Global Institute admission criteria.

Terms and Conditions

1. Discounts: Organizations sponsoring Four Participants will have the 5th attend Free

2. What is catered for by the Course Fees: Fees cater for all requirements for the training – Learning materials, Lunches, Teas, Snacks and Certification. All participants will additionally cater for their travel and accommodation expenses, visa application, insurance, and other personal expenses.

3. Certificate Awarded: Participants are awarded Certificates of Participation at the end of the training.

4. The program content shown here is for guidance purposes only. Our continuous course improvement process may lead to changes in topics and course structure.

5. Approval of Course: Our Programs are NITA Approved. Participating organizations can therefore claim reimbursement on fees paid in accordance with NITA Rules.

Booking for Training

Simply send an email to the Training Officer on training@armstrongglobalinstitute.com and we will send you a registration form. We advise you to book early to avoid missing a seat to this training.

Or call us on +254720272325 / +254725012095 / +254724452588

Payment Options

We provide 3 payment options, choose one for your convenience, and kindly make payments at least 5 days before the Training start date to reserve your seat:

1. Groups of 5 People and Above – Cheque Payments to: Armstrong Global Training & Development Center Limited should be paid in advance, 5 days to the training.

2. Invoice: We can send a bill directly to you or your company.

3. Deposit directly into Bank Account (Account details provided upon request)

Cancellation Policy

1. Payment for all courses includes a registration fee, which is non-refundable, and equals 15% of the total sum of the course fee.

2. Participants may cancel attendance 14 days or more prior to the training commencement date.

3. No refunds will be made 14 days or less before the training commencement date. However, participants who are unable to attend may opt to attend a similar training course at a later date or send a substitute participant provided the participation criteria have been met.

Tailor Made Courses

This training course can also be customized for your institution upon request for a minimum of 5 participants. You can have it conducted at our Training Centre or at a convenient location. For further inquiries, please contact us on Tel: +254720272325 / +254725012095 / +254724452588 or Email training@armstrongglobalinstitute.com

Accommodation and Airport Transfer

Accommodation and Airport Transfer is arranged upon request and at extra cost. For reservations contact the Training Officer on Email: training@armstrongglobalinstitute.com or on Tel: +254720272325 / +254725012095 / +254724452588