International Competence Centre

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• International Competence Centre
• For Organic Agriculture
• Bangalore, India

In Technical Cooperation with Research
Institute of Organic Agriculture, Switzerland
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PROGRAM-5 MARKET DEVELOPMENT
Executive Director
Program Managers
PROGRAM-4 STANDARDS AND QUALITY MANAGEMENT
PROGRAM-1 POLICY and ADVOCACY
PROGRAM-2 RESEARCH AND TECHNOLOGY
Program Partners
PROGRAM-3 HRD CAPACITY BUILDING
Regional Offices
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INDIA Organic Agricultural Products Market

• Young organic market
• Increasing awareness about dangers of unsafe food
  due to pesticide residues
• Growing middle class consumers willing to pay for
  safe food items

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India organic key constraint

• Indian organic export trade not developed
• No export market for many Indian products
• Domestic market for organic products weak

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STRATEGY FOR INDIA ORGANIC TRADE

• focus on
• both export and domestic market
• at the same time

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INDIA ORGANIC WILL SUCCEED ?

• Market opportunities emerging
• Meanwhile short term bottle necks exist
• Need for improving trade and marketing systems

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INDIAN ORGANIC FARMERS

• Uncertified organic subsistent farming
• Convention inorganic farming
• Certified organic farming ( 0.003)

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and

• INDIAN ORGANIC MARKET
• DEVELOPMENT PROJECT
• ( IOMDP )
•  
• June 2004 to Dec,2007

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Iccoa iomdp

• Idea behind
• Support to improve the performance
• of the organic production / market chain ( farm
  inputs, production, processing, trade etc)

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Iccoa- iomdp

• GOAL
• Enhance market opportunities for Indian organic
  products / trade

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GOAL

• ENHANCE MARKET OPPORTUNITIES FOR INDIAN ORGANIC
  PRODUCTS

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Iccoa- iomdp

• The 4 Objectives
• A. Creating Awareness on Indian OA
• B. Strengthening market research and information
  on Indian OA
• C. Facilitate market chains develop
• D. Facilitate develop strategy on widely agreed
  input approval system

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Iccoa iomdp Impact

• Broad indicators of Impact
• Enhanced market opportunities for Indian organic
  products
• Export trade volume increases two fold
• Organic products outlets in major Indian cities (
  at least one outlet)
• 3 retail chains offering range of products

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Iccoa-iomdp

• Outputs / Outcomes
• Biofach survey 2007 to show increased recognition
  of Indian Org products
• Indian organic Guarantee System widely recognized

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GOAL

• ENHANCE MARKET OPPORTUNITIES FOR INDIAN ORGANIC
  PRODUCTS

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OBJECTIVES

• 1. Awareness Creation
• 2. Market Research Information
• 3. Developing Market Chains
• 4. Improving Input Approval System

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Purpose-1 Awareness Creation

• Communication strategy
• Media Campaign
• Organic Guarantee System
• Others

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Purpose-2 Market

• ENHANCE MARKET OPPORTUNITIES FOR INDIAN ORGANIC
  PRODUCTS

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   Objectives

• Awareness creation
• Market research and market information
• Development and documentation of market chains by
  means of pilot project
• To close the gap in input approval

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1. Awareness Creation

• Communication strategy with key messages to
  target groups about organic produces.
• Media campaigns e.g. trade fairs, seminars,
  exhibitions, press releases etc.
• Improve functioning recognition of Indian
  Organic Guarantee System.

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2. Market Research Market Information-

• Trade directory for information exchange among
  producers, traders sellers.
• Improve market intelligence thru MR,
  disseminate up-to-date information.
• Capacity building to acquire know-how to ensure
  sustainable dev.of Organic mkt.

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3. Development documentation of market chains

• Pilot projects involving training and support of
  org. development, processing, quality management,
  marketing public relations.
• Capacity building of stakeholders of Organic
  market thru intensive training, seminars etc.
• Manuals concepts-develop share with
  stakeholders thru workshops publications.

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4. Input approval

• Harmonization of input approvals, including GMO
  issues, at national level.
• Organize workshops to develop a common strategy
  among certification agencies.
• Provide information on available inputs and built
  expertise in input approval.

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BENEFICIARIES
BENEFICIARIES OF IOMDP

• DIRECT
• Indian farmers.
• Producer groups.
• Food processors.
• Traders in OA.
• End consumers of Organic foods(quality
  availability)

• INDIRECT
• Entire organic sector, i.e., Government
  agencies, Ministry of Agri., Min. of Commerce,
  accreditation agencies, etc.

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IOMDP KEY PARTNERS
FiBL (Project Coordinator In Swiss)
SIPPO (Support at Biofach, Germany)
ICCOA (Executing Agency in India)
Dietler Clavadetscher (Awareness creation
Positioning OA)
Max Havelaar (Workshop Training)
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IOMDP- Steering Committee
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Significance of IOMDP

• Development of Organic Markets

Domestic Markets
Export Markets
Economic Benefits Sustainable Agriculture
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IOMDP Outcome Indicators

• OA market expands two-fold by 2007.
• Ops available in one outlet per major city
• Ops retail sales by at least 3 chains
• Indian Organic products get recognition in
  International markets
• Organic business directory
• Certifiers helping Certified Organic.
• Farmer organizations linked to domestic or export
  markets ( at least 10).
• Poor farmers benefited economically.

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Indian Organic Market Development Project (IOMDP)

• Project donor SECO Switzerland, May 2004
• Project duration June 2004 December 2007
• Goal Facilitating market access (domestic and
  export) for Indian organic products
• Project Coordination FiBL (Research Institute
  for Organic Agriculture), Switzerland
• Local implementation ICCOA (Indian Competence
  Centre for Organic Agriculture), Bangalore

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IOMDP Project objectives

• Awareness creation among Indian public enhanced
  credibility of the Indian organic guarantee
  system
• Availability of market information relevant for
  international and domestic market development
• Development and documentation of market chains by
  means of pilot projects

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IOMDP Activites

• Awareness creation
• Communication strategy, promotion material
• Media campaigns press releases and events
• Support accreditation system and standard setting
  process
• Market research and market information
• Business Directory
• Market intelligence
• Capacity building of ICCOA
• Developing and documenting market chains
• Coaching of pilot projects
• Capacity building of stakeholders
• Development of concepts and manuals

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IOMDP Market Research Market Information

• Trade directory
• Improve market intelligence thru MR,
  disseminate up-to-date information.
• Capacity building to acquire know-how to ensure
  sustainable dev.of Organic mkt.

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IOMDP Development documentation of market
chains

• Pilot projects involving training and support of
  org. development, processing, quality management,
  marketing public relations.
• Capacity building of stakeholders of Organic
  market thru intensive training, seminars etc.
• Manuals concepts-develop share with
  stakeholders thru workshops publications.

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IOMDP Input approval

• Harmonization of input approvals, including GMO
  issues, at national level.
• Organize workshops to develop a common strategy
  among certification agencies.
• Provide information on available inputs and built
  expertise in input approval.

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India Organic Trade Fair (IOTF) 2005
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India Organic Trade Fair-2005 (IOTF)

• National Organic trade fair in Bangalore
• 50000 general visitors and 500 trade visitors to
  attend
• 80-100 stalls
• Create awareness among consumers
• Develop trust for Indian organic products among
  international traders
• Ensure Indian Organic Guarantee systems are
  recognized on both domestic and international
  levels

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IOTF Participants

• Farmer / Producer groups
• Processors
• Traders / Exporters
• Central Govt. Institutions
• State Govt. Institutions
• Commodity Boards
• Certifying agencies
• Input manufacturers
• Residue analysis laboratory
• Research institution
• Universities
• Swiss Govt.

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IOTF-2005Profile of Participants

• Certified

• Non-Certified

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INDIAN ORGANIC SPICES
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INDIAN ORGANIC BANANA- CAN BE ?
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IOTF 2005 Partners tentative

• Govt. of Karnataka
• Uttranchal, Kerala, MP,Himachal
• APEDA
• Commodity boards, Tea board, Spices board, Coffee
  board etc
• CII
• FICCI

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INDIA ORGANIC 2005 Programs

• General Hours
• Time 2 pm 9 pm
• Activities
• Exhibition
• Food Tasting
• Meet and Greet
• Film shows
• Seminars
• Entertainment Program

• Business Hours
• Time 9 am 2 pm

• Activities
• Exhibition
• Buyer and seller meets
• Seminars and workshops
• Meet the experts

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IOTF 2005 profile of Business visitors

• Retail outlets
• Traders
• Exporters
• Potential entrepreneurs
• Hotel industry
• Importers from abroad
• Progressive farmers
• Eco-tourism professionals

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INDIA ORGANIC 2005 Entertainment

• Organic Food Courts
• Celebrity Meet and Greet - Fitness Experts,
  Nutrition
• Film Shows
• Theme Stalls
• Food Sculpture

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2005Advertisement and Publicity

• Press advertisements
• Through State and Central govt.
• Through radio
• Hoardings, Banners etc. across the city
• Volunteers distributing fliers
• TV channels
• Hoardings in cities across country.

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Partnership with GO Karnataka

• Lal Bagh as venue for the fair
• Inauguration VIP
• Sponsoring stalls of Karnataka organic producer
  groups
• Bringing organic farmers as visitors
• Advertisement in print, audio and visual media
• Sponsoring of seminars

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2004- -the starting year of IOMDP

• Project approved in June 2004
• Project gets going
• Awareness activities- the symposium from field
  to consumer in December
• Data base development process
• Inviting market development Projects and
  screening by staff
• ICCOA human resources strengthening

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IOMDP-2004 progress

• Financial flow delays until Jan 2005
• Subsequent some activities delayed and
• Budget balance of
• Capacity building of ICCOA continuing

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IOMDP-2005

• IOTF 2005
• Business Directory
• Marketing projects
• Communication strategy meetings
• Input approval sys task force meetings
• Awareness meetings participation
• Mainstreaming ICCOA in the Indian Organic World,
  govt institutions and civic society to earn a name