The document outlines the structure and function of the rice value chain system, emphasizing the importance of mapping functions and players within the system. It presents various factors influencing value chain performance and customer perceptions of rice characteristics between imported and domestic products. Additionally, it describes an exercise for participants to identify and position their roles within the interconnected systems of the rice market.

1. Module 2 Session 1
System Structure and Function
A good map can show how a
value chain system…
…is structured - alignments
between functions
and players, past
and current
…functions -
enterprise
numbers, gender
participation, title,
margins (with data)
Mapping is a good starting point.
Need more in depth analysis to
learn:
• Why it works the way it does
• Key drivers of change
Global Rules
Global Retail
National / Local Rules
National
Retail
Sector-specific
commercial
systems
Cross-cutting
commercial
systems
Export
Wholesale
Buyer/Processing
Production
Cross-cutting noncommercial
systems
Input Supply

2. Mapping: The Rice Value Chain
Products


Imported:
 Long grain, white/polished, aromatic
Domestic:

Short grain, brown/unpolished, multiple varieties,
Markets


Urban middle class and upper class
 45 kgs/year average consumed; growing
Urban poor
 30 kgs/year average consumed; growing

3. Value Chain Performance Factors
Customer rating of rice characteristics
Imported
Characteristic
Cooking quality
Breakage
Taste
Color
Grain size
5*
5
5
5
5
*Scale of 1 to 5 where 1 is poor and 5 is excellent
Domestic
3
3
3
2
2

4. Value Chain Performance Factors
Customer rating of rice characteristics
Imported
Characteristic
Price
Availability
Packaging
Cleanliness
Brand
3*
5
5
5
5
*Scale of 1 to 5 where 1 is poor and 5 is excellent
Domestic
4
2
3
3
2

5. Mapping:
R Value Chain & Interconnected Systems
ice
FUNCTIONS
RETAIL
WHOLESALE/
IMPORT
MILLING
AGGREGATION
/ TRADING
THRESHING
PADDY
PRODUCTION
INPUT
SUPPLY
QUALITY-CONSCIOUS
UR
BAN MAR T
KE
PR -CONSCIOUS
ICE
UR
BAN MAR T
KE
INTE R
CONNE D
CTE
SYSTE
MS

6. Mapping Exercise: Individuals
Task:



You each have a card with the name of a
market actor in the rice value chain system.
Consider where your actor should be placed
on the map
You will be asked what function your player
performs and where to place on the map.

7. R Value Chain & Interconnected Systems
ice
FUNCTIONS
QUALITY-CONSCIOUS
UR
BAN MAR T
KE
Retail Grocery Outlets of Rice Products
PR -CONSCIOUS
ICE
UR
BAN MAR T
KE
Open Air Food Markets
RETAIL
WHOLESALE/
IMPORT
INTE R
CONNE D
CTE
SYSTE
MS
Ag Extension
Officer
Importers of
Long-grain Rice
Local White Rice Traders
Spray Service
MILLING
Rural Bank
Manager
Large-Scale Rice Millers
Local Paddy
Traders
AGGREGATION
/ TRADING
Ministry of Ag
Official
THRESHING
Small-scale
Emerging
Commercial
Paddy Farmer
PADDY
PRODUCTION
INPUT
SUPPLY
Large Input
Supply Firms
Small agroinput dealer
Small Scale
Paddy Farmers
Tractor Service
Credit Officer Large
Bank