SMART Marketing a Smart Move for Malawi
The former subsistence farmers of Blantyre have come a long way since the initial days of learning conservation-farming techniques that allowed them to grow food sustainably for home and market. Now they’re working collectively to get top prices for their produce.
Lead partner Catholic Relief Services follows SMART (Specific, Measurable, Actionable, Relevant, Time-bound) marketing goals as a way to set clear, trackable, and achievable objectives that fast-track farmers to success.
Trained farmers are better equipped to access local, regional, and even international markets for a wide range of crops. Producers of sesame, beans, cotton, sorghum, pigeon peas, cow peas, rice, ground nuts, soybeans, orange fleshed sweet potato, onions, and livestock like goats, chickens, and guinea fowl all sell collectively. Private Service Providers make a living by supporting farmers with quality agricultural extension services and technical advice. Individual producer groups meet regularly, not only to decide on marketing strategies but also to purchase agricultural inputs and materials in bulk for the best prices.
Together they explore various marketing channels such as direct sales to consumers, partnerships with retailers, or participation in farmers’ markets and online platforms. Participants also work with the Malawian government’s Ministry of Industry and Trade which fosters networking and collaboration among farmers, farmer groups, and cooperatives nationwide.
Through such relationships, farmers are able to effectively collect, analyze, and utilize market information. They monitor market prices, identify emerging market trends, and make informed decisions regarding production and marketing strategies.
All in all, the importance of SMART skills cannot be overemphasized. The impressive results are a win, not only for the individual farmer but for the country as a whole to have a more dependable supply of food from knowledgeable and experienced producers.
Malawi Blantyre Program
Led by Catholic Relief Services