Our work as a market entry expert for the project “Improving the incomes and nutrition outcomes of rural poor in Northern Kayin State” has come to an end.
Workshop in Thandaunggyi township
Scope of the project
This project not only aimed to improve the nutritional status and WASH conditions of these farmers but also focused on improving their incomes.
With the objective of improving the farmer’s incomes, the project supported them to “step-up” and improve their position in agricultural value chains. ProFound´s role was to provide support as a market entry expert. We focused on black cardamom, and how to get connected to (international) markets and get access to credit and other inputs.
About black cardamom
Black cardamom plant
Black cardamom is traditionally used in treating and preventing gastrointestinal diseases. It is a common ingredient in Traditional Chinese Medicine which makes China their main market.
However, as prices have been dropping considerably in recent years, farmers are looking for alternative markets. There was a lot of unclarity and debate about the quality of the produced cardamom.
Upon ProFound’s market entry advice, the laboratory testing on the composition of Myanmar cardamom proved that the product is of good quality and exportable to other markets.
Botanical Analysis
The botanical analysis confirmed that it is the same species as the main product on international markets (Amomum villosum or Wurfbainia villosa). Performing these botanical analyzes is key to understanding the quality of the product and its position in international markets. These results helped the producers to develop their value proposition and to strengthen their competitive position. In addition to the above, ProFound and the local expert Thet Mar, identified possible business partners in Myanmar. However, more time is needed to build relationships and to prepare for alternative trade channels.
Bring in a market expert early in the project
Knowing the market for these ingredients, ProFound brings clarity and focus to the project’s strategy on its value chain work. If your organization is starting projects with market access and value chain components, invite partners with this experience in advance. One of the biggest challenges in achieving successful market entry is coordinating supply and market-side opportunities. Especially for specific products and ingredients like black cardamom. This requires establishing a clear strategy and roadmap early in the project. A market entry expert can be of great help to achieve this.
If you would like to understand better how to structure this process, we will be happy to explain more about it. Just click here to send us an email!