In early 1988 the Asian and Pacific Coconut Community (APCC) requested participation by NRI (known at that time as ODNRI), in an International Trade Centre project concerning new product development in the desiccated coconut industry. In response the Institute advocated a phased appraisal, with an initial market review to provide guidelines for subsequent research and development work. The Institute prepared draft terms of reference for the market study, which, with minor amendments, were accepted by the APCC in March 1989 and approved in principle by SEADD in May 1989. With SEADD approval the study was commenced in September 1989, however unforeseen staffing difficulties led the Institute to propose a revised programme of work. This revised programme, discussed and agreed with Mr P G Punchihewa, Executive Director of the APCC and approved by SEADD, required the completion of market studies in Europe and North America by the end of March 1990. This target has been achieved and an Interim Report was published. Visits to producing countries and to Australia are now also complete and this final report incorporates findings from both producing and consuming countries. The report first provides a summary of findings from the producing countries, concentrating on aspects of production that affect subsequent marketing activity. A series of Chapters then provide coverage both of the first phase of market studies in North America and Europe, plus the Australian market which was completed in phase two. Separate sections analyze each of the major country markets, grouping countries together where this assists in clarity of presentation. Detailed analysis is provided for major countries and for completeness an attempt has been made to cover minor associated markets as far as possible. Conclusions and recommendations relating to marketing initiatives that could be taken are provided in the final Chapter, drawing upon information and views expressed by both producers and consumers of DC. Information of a confidential nature has been excluded from the report. It has been agreed with the APCC that where producers wish to obtain more information relating to their own activities they should contact the authors at NRI
