New Crops Rob Fletcher

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New CropsRob Fletcher
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• RIRDC/GRDC Project UQ-33A
• New Crops
• 1993-8

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The Very Clever Postgrads
Gerry Kregor (Info Systems)
Greg Ferguson (Economics)
Chai McConnell (Marketing)
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• Development and application of improved selection
  and evaluation procedures to produce new crops
  for northern Australia.

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• Which new crops warrant research and development?

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Finding best bets

• Criteria
• Weightings
• Outcomes

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Genetic Algorithms
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Neural Networks
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Problems
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• Precision of input data influences results
• Non-linear relationships
• Increasing returns feedback
• Lockout

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Chaos
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Unpredictability
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• xt?xt-1(1-xt-1)
• start at 0.4
• 200 generations
• ? 2, 3.23, 4
• (offspring)

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Solutions
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• 1.Planning
• 2.Info Networking
• 3.Commercialisation

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1.Planning for new crops
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Planning

• 1. Are you contented?

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Planning

• 2. What is your interest in new crops?

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Planning

• 3. What do you enjoy doing?

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Planning

• 4. What is your level of commitment?

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Planning

• 5. Is there easy access to plants and information?

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Approaches

• Invest in current crops OR
• Develop new crops

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Planning

• 6. What is the new crop product?

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Planning

• 7. What is the marketability of the new crop
  product?

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Planning

• 8. Will the new crop grow?

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Planning

• 9. Is there a group to grow and market the
  product?

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Planning

• 10. Are you a member of the group?

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BusinessMarketingProduction
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2.Information and Networking
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First Australian New Crops ConferenceThe
Australian New Crops NewsletterThe Australian
New Crops Web SiteDirectory of Australian New
Crops WorkersAustralian New Crops Association
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First Australian New Crops Conference
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The Australian New Crops Newsletter
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The Australian New Crops Web Site
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• Australian new crops web site
• www.uq.edu.au/gagkrego

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Directory of Australian New Crops Workers
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Australian New Crops Association
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New Crop Options Day/Emerging Opportunities in
Agriculture Information Days
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Pittsworth, QldJuly 1996 400Harden,
NSWOctober 1997 500Tamworth, NSWOctober 1998
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SIDE-SHOWALLEY
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PulsesOilsAsian FoodsWater UseTimber/treesFlo
wers/nutsViticultureNiche IndustriesLucerneFib
resCereals
Side-show Alley
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LivestockMarketingManagementStarting a new
industrySpecialist industries
Side-show Alley
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Local Organising Committee
Experts
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FollowUp
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Do Our Own Research

• DOOR

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• Can I sell it?
• How can I get it to market?
• Who will get in my way?
• Can I improve my information?

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Strategic Marketing Management

• What market conditions are necessary to stimulate
  the commercialisation of new crop products?

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Strategic Marketing Management

• External
• Customers
• Competitors
• Market analysis
• Environment
• Opportunities and threats

• Internal
• Performance
• Strategic options
• Strengths and weaknesses

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Facilitation

• Never initiate anything
• Listen
• Motivate no-one
• Only give help if asked
• 
  
  
  
  
  
• Ernesto Sirolli Ripples in the Zambezi

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Recommendations commercialisation of new crops
(13 steps)
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Commercialisation Strategy

• 1. Industry participants propose the new crop

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220 New Crops
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4591 Potential New Crops
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Commercialisation Strategy

• 2. Cooperators acknowledge
• the risks involved

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Commercialisation Strategy

• 3. Respect
• intellectual property

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Commercialisation Strategy

• 4. Assess
• marketing potential
• (DOOR Marketing)

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Commercialisation Strategy

• 5. Assess
• production potential
• (In theory)

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Commercialisation Strategy

• 6. Form a group
• Producers, processors, marketers, facilitators

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Commercialisation Strategy

• 7. Resources, plans, expectations, profits

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Commercialisation Strategy

• 8. Monitor
• problems

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Commercialisation Strategy

• 9. Establish
• benchmarks

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Commercialisation Strategy

• 10. Commence
• reviewing

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Commercialisation Strategy

• 11. Trial
• marketing

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Commercialisation Strategy

• 12. Trial processing, packaging, etc.

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Commercialisation Strategy

• 13. Trial
• production

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ProductPlacePromotionPricePerson/peopleProfit

• P

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ChanceCuriosityCommunicationCooperationCommitm
entCoordinationCop-outCelebration

• C

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Thank You