Session 3. Yang Leveraging Vegetable seed suppliers
Slide 1 (RYY, 6-7 June 2013)Agriculture for Nutrition and Health (A4NH) Workshop:Enhancing Nutrition in Value ChainsIFPRI, Washington, D.C., 6-7 June 2013Leveraging Vegetable Seed SuppliersThe Seed Grant Case Study:Enhanced nutritional outcomes of populations through nutrition-sensitiveagricultural promotion by a vegetable seed company in Bangladeshand Possible ExpansionRay-Yu Yang, Nutritionist, Peter Hanson, Vegetable Breeder, AVRDC, TaiwanS.M. Abdul Mukit, Marketing Manager, Lal Teer Seed, BangladeshShahabuddin Ahmad, Vegetable Sector Leader, Horticulture Project, Bangladesh
Slide 2 (RYY, 6-7 June 2013)Vegetable availability vs. health/nutrition statusHealth status indicator:Children under 5 mortality rateNutrition status indicator:Children under 5 underweight501001502002503000 100 200 300 400 500 600 700 800Children<5mortalityrate(1/1000)Vegetable availability (g/person/day)NigerMaliTanzaniaPhilippinesr = - 0.52p < 0.001n = 171Bangladesh01020304050600 100 200 300 400 500 600 700 800Children<5underweight(%)Vegetable availability (g/person/day)NigerMaliTanzaniaPhilippinesr = - 0.53p < 0.001n = 148BangladeshSource: Keatinge et al., 2012
Slide 4 (RYY, 6-7 June 2013)Share of vegetable consumption (availability) in SS Africa(min. 200 g/day/person)Source: RYY, 2013; Data source: FAOSTAT 2012
Improving incomes, nutrition and health inBangladesh through potato, sweetpotato, andvegetablesUSAID Horticulture Project-CIP/AVRDC
Slide 6 (RYY, 6-7 June 2013)The value chain flow can be restricted by poor food habits andunawareness of nutritional significance of healthy diets includingvegetable consumptionSeeds(genebank/breeding)Field Plate HumanMarketHome-based production
Slide 7 (RYY, 6-7 June 2013)Promotion of healthy eating and vegetable consumption inBangladesh (USAID-CIP/AVRDC-Horticulture Project)• Promotion mechanisms– Nutrition and health extension channels• BRAC health program (an NGO in Bangladesh)• Target: low income consumers– Projects: WorldFish, SPRING, Government Nutrition/Health– Agricultural extension channels• Project field days and agricultural training/promotion• Target: farmers (consumers, buyers) and their families• Vegetable seed companies• Target: farmers (consumers, buyers) and their families
Slide 8 (RYY, 6-7 June 2013)Advantage of nutrition outreach to farmers and farm familiesvia seed companies• Many seed companies have strongfarmer extension activities topromote sound crop managementpractices to maximize productivity• Seed companies routinely conductfarmer field days for promotion ofvegetable seed sales and reachthousands of farmers throughout thecountry.• Promoting increased production and consumption of vegetables is inthe interest of vegetable seed companies• Seed companies would gain financially by increased production andconsumption of vegetables
Slide 9 (RYY, 6-7 June 2013)Lal Teer Seed Company• Based in Bangladesh• Part of Multimode group ofcompanies• Strong vegetable R&D• Seed and input distributionnetwork throughout Bangladesh• Strong sense of corporate socialresponsibilityCovering 493 Upazillas
Slide 11 (RYY, 6-7 June 2013)Nutrition promotion and home garden trainingFarmers buy benefits not products (seeds)
Slide 12 (RYY, 6-7 June 2013)Case Study -• Enhanced nutritional outcomes of populations through nutrition-sensitive agricultural promotion by a vegetable seed company inBangladesh
Slide 13 (RYY, 6-7 June 2013)Goal and objectivesLong term goal• Increase supplies of nutritious food and increase consumption ofhealthy diets in developing countries.Medium term objectives• Enhanced public awareness, demand for and access to nutrient-rich vegetables for rural and urban poor with emphasis onnutritious diets for women and childrenSpecific objectives in year one• Strengthen the nutritional impact pathway of vegetableproduction in Bangladesh through collaboration with a vegetableseed company.
Slide 14 (RYY, 6-7 June 2013)Nutritional impact pathway of vegetable seed companieswith agricultural oriented extension and marketing
Slide 15 (RYY, 6-7 June 2013)Enhanced nutritional impact pathway of vegetable seedcompanies with nutrition integrated agriculturalextension and marketing, and the A4NH projectinterventions
Slide 16 (RYY, 6-7 June 2013)Main activities in year oneJointly with Lal Teer Seed Limited and partners to1. Discussions to understand seed company marketing and extension.(months 1-2)2. Design, fine-tune, and develop nutritional promotion materials for use intraining, promotion and field demonstration (months 2-5)3. Training of Trainers program in nutrition and nutrition awareness. (months3-10)4. Select target sites, target populations, extension and/or promotion eventsfor a case study (months 2-3)5. Conduct the case study (quasi-experiment with control and pre-/postevaluation) to investigate effectiveness of the proposed projectinterventions and test the proposed project hypothesis. Indicators formeasurement in year one focus on nutritional knowledge and attitudes,and consumption when feasible. (months 4 -10)6. Present and publish the results in international agricultural and nutritionalevents, and develop strategy for scale out. (months 11-12)
Slide 17 (RYY, 6-7 June 2013)Potential expansion of the case studyapproach to other regions
Slide 18 (RYY, 6-7 June 2013)Increasing supplies and consumption at national andregional level-Increasing consumers’ demand and incentives forconsumption of nutritious food including vegetablesSeeds(genebank/breeding)Field Plate HumanMarketHome-based production
Slide 19 (RYY, 6-7 June 2013)AVRDC’s relationship with private seed sector• Long history of service and collaboration with seed companies inS/SE Asia and East Africa• Seed company benefited from access and use of AVRDCvegetable breeding lines• AVRDC-APSA (Asia and Pacific Seed Association) Consortium(2003-2013)
Slide 20 (RYY, 6-7 June 2013)Selecting seed company collaborators• Seed companies differ in interest in AVRDC’s mission to alleviate malnutritionand poverty, long-term vision, corporate social responsibility• Selective AVRDC partnerships with progressive seed companies– AVRDC provides technical support (improved lines, breeding protocols,training) to improve plant breeding capacity– Encourage and equip seed companies to promote nutrition messages– View farm families as vegetable consumers and nutrition promotion as ameans to increase demand and consumption of vegetables by farmers– Encourage seed companies to produce and distribute mini-pack vegetableseeds to home gardeners some of whom become commercial producers– More vegetable demand and consumption means increased seed sales!
Slide 21 (RYY, 6-7 June 2013)Company Location Company LocationAdvanta India Known-You Taiwan/GlobalAllied Botanical Philippines Mikado Kyowa JapanAnkur Seeds India Namdhari IndiaAjeet Seeds India Nuziveedu IndiaBHN USA Nunhems Holland/GlobalChia Tai Thailand Rasi Seeds IndiaClause Thailand Thailand Syngenta Swiss/GlobalClover Seed Hong Kong Rijk Zwaan Holland/GlobalEast-West SE/S Asia Sakata Japan/GlobalEnza-Zaden Holland Seedworks IndiaIndo-American India Seminis US/GlobalJK Agri Genetics India Takii Japan/GlobalKaneko Japan Tokita Japan/GlobalVNR India Vibha IndiaPotential seed companies for scale out in South and Southeast Asia
Slide 22 (RYY, 6-7 June 2013)Potential seed companies for scale out in AfricaEast and Central Africa:• Simlaw (Kenya Seed Company) and EastAfrica Seed Company (Kenya)– Directly market seeds in Kenya, Tanzaniaand Uganda, and indirectly in Rwanda,Burundi, Congo and South Sudan– Simlaw is promoting nutrition and EastAfrica wants to.– Both understand that increased demandfor vegetables means more seed sales.West Africa• Technisem Seed (based in Senegal)Meeting with Simlaw, 27/05/13Meeting with East Africa Seed, 27/05/13
Slide 23 (RYY, 6-7 June 2013)Perspectives• Seed companies can strengthen both agricultural production(vegetable supply) and nutrition awareness (vegetable demand)of farmers and their families• Wide and sustained reach to customers (farmers)• Complements and reinforces nutrition extension• AVRDC – The World Vegetable Center is in a good position to leadthe proposed approach and collaborate with partners under theNutrition Sensitive Value Chain Component of the A4NH Program
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