Marketing expertise key to value chain approach
Belgium’s governmental development cooperation (BTC) for agricultural projects increasingly uses value chain approaches. To start, a particular crop’s value chain – not only the production on the field but also the next stages – is analysed. After all, what’s the use of a high-quality and sustainable product if it cannot be sold? Where can farmers find potential customers and how should they communicate with them? In the south of Morocco a project in the saffron and dates value chains is in its third year. It is the first BTC project in which the Trade for Development Centre (TDC) has been involved from its formulation because of its marketing expertise with producer groups in the South. Midway this project we drew up a state of affairs.