WHO WE ARE SERVICES RESOURCES




Most recent stories ›
AgroInsight RSS feed
Blog

Marketing something nice April 15th, 2018 by

vea la versión en español a continuación

I’ve always been impressed by the way Bolivians adapt creatively to new situations. The other day Ana and I went to a farmers’ fair in the small town of Colcapirhua, near Cochabamba. The fair was due to be held in the charming main square of the town. Paved in flagstones, closed to through traffic and with steps leading up to a small church it would have been a delightful venue. But local townspeople were already there, angrily but peacefully protesting about alleged corruption in their town council.

The protesters were there to stay, so the farmers moved their fair two blocks south, where they strung out their stands on an empty side lane along the main highway between Cochabamba and La Paz. It was less picturesque, but there were more potential customers passing by.

The farmers selling goods represented organized groups from all regions of Bolivia. The fair was actually part of the annual meeting of the National Soils Platform, which had chosen “fair trade” as its annual theme. As we moved up the line of stalls, the farmers were keen to sell us a wide range of goods that were not only high quality, but also unique, such as strawberries from the valleys of Santa Cruz, oven dried to sweet perfection.

Coffee growers from the Amazon (parts of which are cool enough for coffee) had brought little plastic bags of coffee seed. “Ready to plant!” they exclaimed, eager to encourage other farmers to start growing their own coffee. Cacao farmers from the Beni had bitter, white and milk chocolate. There was real pleasure in buying chocolate from the people who had made it from the cacao beans that they grew themselves.

There were tiny puffed grains of amaranth (ready to eat like cold cereal), fresh cherimoyas (a native fruit—but of a small, sweet variety that is now hard to find). Some farmers from Chuquisaca had a local variety of chilli that was so hot, it is called “la gran putita (the great little whore)”. We had to buy some.

There was traditional food, like an aged cow’s cheese from the warm valley of Comarapa. It tasted marvelous, but the smell of cow was not for beginners.

What struck me the most was how many of the products were new, and inventive. Things you wouldn’t find in the supermarket in Cochabamba, such as dried apples, preserved peaches still on the stone (moist and sweet but with no sugar added). Quinoa and wheat were packed in neat plastic bags, with labels, ready to make into soup.

We have said in a previous blog that smallholders with attractive products struggle to produce equally attractive labels, which by law often have to list ingredients. Here, the chocolate was wrapped in handsome paper with a printed label.

My favorite was the apple vinegar, in recycled Mexican beer bottles. The farmers had covered the beer label with a new paper one, proudly explaining that this vintage was made from just three ingredients: organic apples, raw cane sugar with no additives, and water. The bottles were neatly sealed with bright yellow bottle caps.

Most of these farmers’ associations have received support, often from their parish priest or from Church-sponsored NGOs, some with volunteers from Europe and elsewhere. Outside help in manufacturing and packaging had clearly contributed to the quality of the goods, but the farmers were self-motivated to sell their goods. Agriculture is in large measure about producing something to sell.

Although this was an event on fair trade, there was no mention of being certified as fair trade. One speaker the first day had mentioned some of the hurdles that keep smallholders from being able to qualify for fair trade certification, and this group had readily agreed with her.

This group of smallholders certainly understood one basic idea, marketing means you must have something nice to sell: attractive, high quality and well presented. Farmers across the globe deserve a fair price for their products, and smart marketing helps to achieve this.

Related blogs

Food for outlaws (on labels for homemade products)

And some stories on chocolate:

Chocolate evolution

Congo cocoa

Out of the shade

Farewell coca, hello cocoa

Related videos

Coffee: group organization

 

ALGO BONITO PARA VENDER

por Jeff Bentley, 15 de abril del 2018

Los bolivianos siempre me han impresionado con su habilidad de adaptarse creativamente a las nuevas situaciones. El otro día fui con Ana a una feria agrícola en el pueblito de Colcapirhua, cerca de Cochabamba. La feria tenía que realizarse en la linda plaza del pueblo. Enlozada, cerrada al tráfico de autos y con una capilla sobre una colina, hubiera sido un lugar encantador. Pero algunos vecinos del pueblo ya estaban allí, protestando pacíficamente pero molestos contra la supuesta corrupción de sus concejales.

La protesta no se movía, así que los agricultores trasladaron su feria dos cuadras al sur, donde colocaron sus carpas en una fila en un camino vacío al lado de la carretera principal entre Cochabamba y La Paz. El lugar no era tan pintoresco, pero sí había más compradores que pasaban a pie.

Los agricultores representaban a grupos organizados de todas las regiones de Bolivia. En realidad, la feria era parte de la reunión anual de la Plataforma Nacional de Suelos, que había escogido a “comercio justo” como su tema anual. Al caminar por los puestos, los agricultores estaban con ganas de vender una amplia gama de productos que no solamente eran de buena calidad, pero también únicos, como las frutillas (fresas) de los valles de Santa Cruz, secadas a la perfección en horno.

Caficultores de la Amazonía (partes de la cual son tan frescas que se puede cultivar café) habían traído bolsitas de semilla de café. “¡Listo para el almácigo!” exclamaron, felices de animar a otros a producir su propio café. Productores del Beni tenían chocolate amargo, blanco y con leche. Dio gusto comprar chocolate de la gente que lo hizo, a partir de granos de los cacao que ellos mismos cosecharon.

Habían pipocas de amaranto. Habían chirimoyas (un fruto nativo—pero de una dulce variedad pequeña que cuesta encontrar). Algunos de Chuquisaca tenían una variedad local de ají tan picante que le llamaban “la gran putita”. Había que comprar un poco.

También había comida tradicional, como un queso añejo de leche de vaca del valle bajo de Comarapa. El sabor era maravilloso, pero el olor a vaca no era para principiantes.

Lo que más me impresionó era que muchos de los productos eran nuevos e innovadores. Cosas que no se encuentran en el supermercado de Cochabamba, como manzanas secas, duraznos preservados con la pepa (húmedos y dulces sin azúcar agregado). Quinua y trigo en bolsas impresas con etiquetas ya estaban listos para hacer sopa.

En un blog previo hemos dicho que los campesinos luchan para hacer etiquetas dignas de sus lindos productos. Por ley las etiquetas tienen que describir los ingredientes. Por ejemplo el chocolate estaba envuelto en un papel hermoso con una etiqueta impresa.

Mi favorito era el vinagre de manzana, en botellas recicladas de cerveza mexicana. Los agricultores habían tapado la etiqueta original con una de papel, orgullosamente explicando que esta vendimia se hacía únicamente a partir de tres ingredientes: manzanas orgánicas, chancaca pura, y agua. Las botellas llevaban una tapa metálica de amarillo brillante.

La mayorĂ­a de esas asociaciones rurales han recibido apoyo, a menudo de su parroquia o de ONGs vinculados a la Iglesia, algunos con voluntarios de Europa y otros lados. La ayuda de forasteros en la manufactura y el envase sĂ­ habĂ­a contribuido a la calidad de los bienes, pero los agricultores estaban auto-motivados a vender sus productos. La agricultora en gran medida se trata de producir algo para vender.

A pesar de que el evento se trataba del comercio justo, no había mención de hacerse certificar como comercio justo. Una expositora el primer día mencionó varios de los obstáculos que previenen que los campesinos puedan certificarse, y este grupo había estado plenamente de acuerdo con ella.

Estos campesinos organizados tenĂ­an bien claro que el comercio consiste en tener algo bonito para vender: atractivo, de alta calidad y bien presentada. Las familias campesinas en todo el mundo merecen un precio justo por sus productos, y el mercadeo inteligente les ayuda a lograrlo.

Blogs relacionados

Comida contra la ley (sobre etiquetas para productos populares)

Y algunos relatos sobre el chocolate:

Chocolate evolution

Congo cocoa

Out of the shade

Farewell coca, hello cocoa

Videos relacionados

El café: constitución de agrupaciones

Design by Olean webdesign