Embedding Diversity: Communication and Label Concept for Underutilized Crops – Checklist for your First Evaluation

There are some very successful cases of marketing of underutilized crops in European countries. Examples are the marketing of rare varieties in Austrian and Swiss supermarkets. Other examples are market initiatives in Spain, France, or Italy, selling local produces and processed foods in specialised shops, at farmers markets, or directly at the farm. A consumer survey was conducted in 2017 in France, Italy, Spain, and Switzerland during DIVERSIFOOD project in order to gain additional data on such examples; and Rossi et al. (2016)1 developed the DIVERSIFOOD Case Study Framework. Among others an objective of these studies was to identify some best-case examples for the use of a trademark, label or logo and the related communication strategies. Then a flagship approach to communicate the benefits of underutilized crops by means of a label should be developed. The studies identified many individual approaches of the various marketing initiatives, each based on slightly different secrets of success. Within the DIVERSIFOOD consortium it was concluded that there’s no sense in defining a single best-label flagship approach; instead, a concept should give an idea of the possibilities to communicate the value of agrobiodiversity to consumers. This concept is the resulting outcome. It provides a structured approach for networks an market initiatives to evaluate whether a label for underutilized crops is feasible, and wheter it is in line with theire values and aims or not, and what the premises for the communication strategy are for those underutilized crops. This concept provides a general idea about topics that should be considered. The result could be the introduction of a label or the abandonment of introducing a label. In the beginning of such an evaluation there are most likely existing underutilized crops, that is, genetic resources, such as old, locally, and newly bred underutilized varieties, as well as some products or product ideas derived from these crops. The main target groups of this concept are farmers involved in participatory breeding, seed savers, seed networks and communities, foundations, and breeders of underutilized crops, as well as partners of such genetic resources. Moreover, the concept could be interesting for initiatives and organizations that consider the integration of underutilized crops in their existing label; however there is no specific treatment of this topic in the concept. The concept should be considered as the first step in the evaluation of a new label. The treated topics might also hint on further considerations when developing a successful marketing initiative. However, the concept focuses mainly on two points: 1. Introduction of a label2, a logo, a trademark or similar and some implications 2. Communication tools and communication contents for products of underutilized crop

Exploring Market Potential and Developing Linkages – A Case of Underutilized Fruit Products in India

Indian Institute of Horticultural Research, Bangalore, India, under the aegis of International Centre for Underutilized Crops (ICUC), trained the officials of Bharathiya Agro-Industries Foundation (BAIF), a nongovernmental organization (NGO), on small scale processing and marketing of underutilized fruits in August 2004. As a result, small scale processing units were established at the community village level in the state of Karnataka, Maharashtra and Gujarat in India for processing of underutilized fruits like aonla, tamarind and jackfruit into different products. Later, a survey was undertaken to ascertain the processing and market potential of underutilized fruit products. The market survey in the Hassan district of Karanataka has indicated the presence of underutilized fruit products like citron pickles, tamarind paste and jackfruit chips, which are sold by the retailers in small quantities. The market survey of underutilized fruit products in Pune (Maharashtra) has indicated the trading of underutilized fruit products like aonla pickle, aonla squash, aonla supari and tamarind products like concentrate, pani puri masala in the market, though in small quantities. The market survey in the Dharmapur and Valsad markets, Gujarat has indicated the presence of underutilized fruit products like pachan aonla (digestive aonla), ber powder, salted ber and tamarind under different brand names like Oswal, Khelkar, Frootlet, etc. The share of the underutilized fruit products is small but these products have made their presence felt in the market. By and large, consumers have accepted the quality and price of the products of the small scale community processing unit. However, label needs improvement and is to be made more attractive. Thus, market research has helped in identifying the potential markets for the underutilized fruit products of the community level processing units. The institutional arrangements in the form of IIHR-BAIF have benefited the community at large and the women SHGs in particular.Agricultural and Food Policy,

Marketing underutilized plant species for the benefit of the poor: a conceptual framework

"Modern crop production is based on only a few plant species. Particularly in marginal environments of developing agricultural economies, many less well-known agricultural or non-timber forest species, continue to be grown, managed or collected, thus contributing to the livelihood of the poor and to agricultural biodiversity. Some of these species, called underutilized plant species, are characterized by the fact that they are locally in developing countries but globally rare, that scientific information and knowledge about them is scant, and that their current use is limited relative to their economic potential. In this paper, we first identify the economic factors that cause these plants to be ‘underutilized'. Based on this analysis, we propose a classification of underutilized plant species based on the relationship of the observed to the potential economic value of the species, and the presence or absence of and constraints to output markets. Then, focusing on a subset of underutilized plant species with market potential, we identify three necessary conditions for the successful commercialization of underutilized plant species for the benefit of the poor: demand expansion, increased efficiency of supply and marketing channels, and a supply control mechanism. This conceptual framework is intended to provide a basis for an empirical assessment of marketing solutions for underutilized plant species among the rural poor in developing economies." Authors' abstractUnderutilized species, Agricultural biodiversity, Agricultural marketing, Agricultural development, Niche markets,

Conservation and use of genetic resources of underutilized crops in the Americas - A continental analysis

Latin America is home to dramatically diverse agroecological regions which harbor a high concentration of underutilized plant species, whose genetic resources hold the potential to address challenges such as sustainable agricultural development, food security and sovereignty, and climate change. This paper examines the status of an expert-informed list of underutilized crops in Latin America and analyses how the most common features of underuse apply to these. The analysis pays special attention to if and how existing international policy and legal frameworks on biodiversity and plant genetic resources effectively support or not the conservation and sustainable use of underutilized crops. Results show that not all minor crops are affected by the same degree of neglect, and that the aspects under which any crop is underutilized vary greatly, calling for specific analyses and interventions. We also show that current international policy and legal instruments have so far provided limited stimulus and funding for the conservation and sustainable use of the genetic resources of these crops. Finally, the paper proposes an analytical framework for identifying and evaluating a crop’s underutilization, in order to define the most appropriate type and levels of intervention (international, national, local) for improving its statu

Marketing Underutilized Plant Species for the Poor

Underutilized plant species are defined as agricultural or non-timber forest species that are locally abundant in developing countries but globally rare. Scientific information about them is scant and their use is currently limited relative to their economic potential. Some are potentially high-value crops and they all contribute to agricultural biodiversity and the livelihood of the poor. Despite a growing body of scientific literature on underutilized species, to our knowledge, agricultural economics literature has contributed little to the understanding of how to commercialize these crops of plant products successfully. In this paper we first define what economic factors characterize underutilized plant species. Our classification of species is based on: 1) the relationship of the observed to the potential economic value of the species; 2) the presence or absence of an output market; and 3) the presence of market imperfections and 4) the presence of particular market failures. With this economic characterization, we exclude species for which developing markets is in or of itself irrelevant. We then identify three necessary conditions to the successful commercialization of underutilized plant species for the poor: demand expansion, increase efficiency of supply and supply control mechanism. The purpose of developing this simple conceptual framework is to provide a basis for the design of an empirical investigation of marketing solutions for underutilized plant species among the rural poor in developing economies.agricultural marketing, agricultural biodiversity, economic development, Crop Production/Industries, Q13, O13, Q56,

Bicycle patrols: an underutilized resource

Foundational research on police use of bicycles for patrol. A participant/observation research design was used. A five-city, 32-shift study on the output of police bicycle patrols was conducted. Same and similar ride-alongs were conducted with bicycle and automobile patrols. All contacts (n1/4 1,105) with the public were recorded and coded. These data included: number of people, tenor, seriousness and origination for each contact

Thinking Outside of the Cereal Box: Breeding Underutilized (Pseudo)Cereals for Improved Human Nutrition.

Cereal grains have historically played a critical role in sustaining the caloric needs of the human population. The major cereal crops, wheat, rice, and maize, are widely cultivated and have been subjected to biofortification to enhance the vitamin and mineral nutrient content of grains. In contrast, grains of several other cereals as well as non-grass pseudocereals are naturally rich in micronutrients, but have yet to be explored for broad-scale cultivation and consumption. This mini review focuses on the micronutrient and phytochemical profiles of a few emerging (pseudo)cereals and examines the current constraints of their integration into the global food system. Prospects of leveraging whole genome sequence information and modern breeding technologies to promote the breeding and accessibility of these crops are also discussed

How Insurers Benefit from the Housing Rehabilitation Efforts of NeighborWorks Organizations

Insurance companies have a vested interest in communities and homes that are safe and secure. Through their successful but underutilized housing rehabilitation expertise, NeighborWorks organizations seek to improve the quality of older, unsafe and/or vacant and abandoned properties in the communities they serve