Australasian Agribusiness Perspectives 2017, Volume 20, Paper 4 … · 2017. 10. 20. · vis a vis other staples, ... 356 respondent interviews. The survey instrument was divided

PNG Sweetpotato Preferences Chang et al.

Australasian Agribusiness Perspectives, 2017, Volume 20, Paper 4 Page 59

Australasian Agribusiness Perspectives 2017, Volume 20, Paper 4

ISSN: 1442-6951 --------------------------------------------------------------------------------------------------------------------------------------

Understanding Consumer Preferences for Sweetpotato in Papua New Guinea*

Hui-Shung Christie Changa, Rene Villanob, Donald Irvingc, John Lark Kewad and Anton Maise

a Hui-Shung Christie Chang is an Associate Professor and Principal Research Fellow at the UNE Business School, University of New England, Armidale, NSW, Australia, email: [email protected]. b Rene Villano is an Associate Professor at the UNE Business School, University of New England, Armidale, NSW, Australia, email: [email protected]. c Donald Irving is an Adjunct Associate Professor at the Institute for Rural Futures, University of New England, Armidale, NSW, Australia, email: [email protected]. d John Lark Kewa is a Market Information Specialist at the Fresh Produce Development Agency, Port Moresby, Papua New Guinea, email: [email protected]. e Anton Mais is a Senior Scientist at the National Institute for Agricultural Research, Lae, Papua New Guinea, email: [email protected]. --------------------------------------------------------------------------------------------------------------------------------------

Abstract Sweetpotato is the most important food crop in Papua New Guinea, grown and consumed by the majority of rural households in the Highlands. In recent decades, it has become an important source of income for smallholder farmers in a developing cash economy while demand also appears to be rising due mainly to urbanisation, especially in city centres on the coast, such as Lae and Port Morseby. Smallholder farmers have been encouraged to commercialise and increase production to meet increasing market demand. However, long distance marketing from the Highlands to the coastal cities is full of challenges for smallholder farmers. One of which is not knowing what the market wants. The objective of the study was to understand, through a consumer survey in Port Moresby, consumption of sweetpotato vis a vis other food staples, as well as consumer preferences for variety and product attributes. The results show that while the demand for sweetpotato appears to be increasing in some segments of the Port Moresby market, changing socio-demographics and lifestyles poses a serious threat to the longer term prospects of the sweetpotato sector. Consumers, especially the younger generations, are moving away from sweetpotato and towards rice and wheat products for availability and convenience reasons. Furthermore, the survey results show that consumers have clear and strong preferences for some particular sweetpotato varieties and their associated product attributes. However, it has not been easy to find what they want because of lack of market information on what is on offer. Our main conclusion is that to be more competitive with rice and other foods, sweetpotato farmers and other value chain players need to become market-oriented, and work with policymakers to invest in infrastructure, market research and extension. Key words: sweetpotato, marketing, consumer demand, Papua New Guinea, value chain *We thank the Australian Centre for International Agricultural Research for funding this project “An integrated approach to systemic change and sustained development of sweetpotato value chain in PNG”.

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Introduction Sweetpotato is the most important crop in Papua New Guinea (PNG), both culturally and economically. The introduction of sweetpotato to the PNG Highlands some 300-400 years ago was said to have resulted in population growth and a unique social system that revolves around sweetpotato and pigs (Benedikitsson, 2002). Sweetpotato is grown throughout PNG, with an annual production estimated to be around 3 million tonnes (Bourke and Vlassak, 2004). Some 75% is produced in the PNG Highlands. About 60 to 75% of Highland sweetpotato is used for household consumption and 25 to 40% is used as pig feed (Bourke and Vlassak, 2004). Although traditionally a subsistence food crop, sweetpotato has become an essential cash crop for smallholder farmers in the PNG Highlands, driven by the need of farmers to generate income in a developing cash economy. At the same time, there is a growing demand from city centres such as Lae and Port Moresby as a result of urbanisation. This means marketing opportunities exists for high quality Highland sweetpotato. However, long distance sweetpotato marketing from the PNG Highlands to coastal markets is underdeveloped (Chang et al., 2016). It is constrained by several factors, such as poor marketing infrastructure (roads, the transport system and storage and market facilities), lack of access to support services (credit, extension and transport), and lack of market information on prices and consumer demand. This study aimed to address the information issue on consumer demand. The objectives were, first, to understand the consumption of sweetpotato in the Port Moresby market, vis a vis other staples, and consumers’ preferences for sweetpotato varieties and product attributes; and second, to inform, and make recommendations to, the sweetpotato sector on how consumer demand can be met. Methodology A consumer survey was completed in April 2013 in Port Moresby, the capital city of PNG. The survey was conducted in nine locations across Port Moresby, to account for ethnic and socioeconomic diversity amongst the population. Local team members from the Fresh Produce Development Agency identified the survey sites, and respondents from each site were self-selected volunteers. A semi-structured questionnaire was pre-tested and used by 10 enumerators to complete a total of 356 respondent interviews. The survey instrument was divided into four components: • Component A—socio-demographics of the respondents. • Component B—consumption patterns and preferences for sweetpotato and other staple food crops. • Component C—varietal preferences and preferred product attributes of sweetpotato. • Component D—purchasing decisions and marketing issues related to the availability, quality, product information and pricing schemes of sweetpotato. Key results from the consumer survey are summarised and discussed in the sections below. Results and Discussion PNG is diverse, both culturally and demographically, with more than 800 languages (Ethnologue, n.d.). Port Moresby, being the capita and the largest city of PNG, reflects this diversity as migrants across PNG come to Port Moresby in search of employment and improved basic services. The locations included in the consumer survey covers a wide area across Port Moresby. Therefore, they were somewhat representative of the cultural and demographic diversity of the PNG population.



Socio-demographics of the respondents The seven locations were: Gabutu, Erima, Gordon Ridge/5 mile, Morata 2, Segani/Ranugari/4 mile, Bomana and other (Boroko/Taurama/Central) (Table 1).

Table 1. Respondent groups in consumer survey

Location No. of respondents % of respondents Gabutu 25 7 Erima 55 15 Gordon Ridge /5 Mile 44 12 Morata 2 58 16 Segani/Ranugari/4 mile 84 24 Bomana 43 12 Others (Boroko/Taurama/Central) 47 13 Total number of respondents 356 100

As can be seen in Table 2, 77% of respondents were women, a reflection of the more traditional role of PNG women as homemakers and food shoppers. Some 80% of respondents were aged between 21 and 50. With regard to the level of education of household heads, 16% had no formal education, 40% had completed schooling of grades 9-12, and 11% had a college degree. Some 53% of respondents had lived in Port Moresby for more than 10 years, 35% had regular employment, and 93% earned more than K100/week (the minimum wage in PNG). Among the respondents, 21% were from Chimbu, 18% from Southern Highlands, 9% from Eastern Highlands, 9% from Jiwaka, 7% from Enga, 6% from Western Highlands and 2% from Hela. Therefore, Highlanders made up 72% of the sample. They are major sweetpotato consumers in Port Moresby, even after they had lived in urban areas for more than 20 years (Gibson, 2001b). This means urban migration to Port Moresby by Highlanders is a determining factor for the consumption of sweetpotato vis a vis other staples. Staple food consumption Sweetpotato is the seventh most important food crop in the world, after wheat, rice, maize, potato, barley, and cassava (American Society for Horticultural Science, 2007). The choice of staples varies widely between regions and between countries within a region because of differences in agro-climatic conditions and the stage of economic development. Based on FAO Statistics in 2009 (FAO, n.d.), the world average per capita consumption of cereals was 146.7kg per year, with wheat (66kg), rice (53.3kg) and maize (17.1kg) being the top three cereal crops. The world average per capita consumption of starchy roots in 2009 was 61.1kg per year, with potato (32.6kg), cassava (14.3kg) and sweetpotato (8.3kg) being the top three root crops. The majority of sweetpotato is produced in developing countries in Asia and Africa, with China being the most dominant producer (CIP, n.d.). Normally, sweetpotato is not consumed as a main staple. The exceptions are: Papua New Guinea (260kg/person/year), the Solomon Islands (180kg/person/year), southern China, West Papua in Irian Jaya, the central coast of Vietnam, and the northern islands of the Philippines (Prain n.d.). Other major consumers of sweetpotato on a per capita basis include: Rwanda (73kg/person/year), Burundi (89kg/person/year), and Uganda (73kg/person/year). These figures are high compared to the global average of 8.3kg/person/year.



Table 2. Demographic information of respondents

Item % of respondents Item % of respondents

Gender of respondent

Home province of HH head

Male 23 Central 6 Female 77 Simbu (Chimbu) 21 Age of respondent

Eastern Highlands 9

Less than or = 20 10 Southern Highlands 18 21-30 29 Western Highlands 6 31-40 33 Jiwaka 9 41-50 18 Other 31 More than 50 10 Average income per week (in Kina) Education of HH head

0 to 100 7

Nil 16 101 to 200 10 Grade 1 to 4 8 201 to 300 13 Grade 5 to 8 20 301 to 400 22 Grade 9 to 12 40 > 400 48 College and above 11 Main income source Years living in Port Moresby Regular employment 35 Less than a year 3 Casual employment 19 1 to 5 years 27 Self-employed 24 6 to 10 years 16 Others 1 11 to 20 year 22 21 to 30 years 20 More than 30 years 11

Sweetpotato may not be the most nutritious or popular staple crop when compared with cereal crops, but it has the highest nutritional value as a vegetable (WHfoods, n.d.). Sweetpotato roots are low in fat and high in carbohydrates and dietary fibre. They are also rich in vitamins B and C, and in minerals like potassium, magnesium, phosphorus and zinc. Sweetpotato is also a beneficial food for diabetics because it can help stabilise blood sugar levels and reduce insulin resistance. This is so because it is low in the Glycemic Index, and therefore its carbohydrates are converted to sugar and released gradually in the bloodstream. The gradual rise in blood sugar also makes the eater feel satisfied longer. In the recent decade, the demand for sweetpotato has increased significantly in the developed countries (such as Western Europe and the United States) because of these health benefits (UNCTAD, 2012). In addition, the orange-fleshed varieties contain high levels of β-carotene, a pre-cursor for vitamin A, and have been heavily promoted to combat vitamin A deficiency in Sub-Sahara Africa (Low et al., 2009). Sweetpotato vines are also high in protein, vitamins, and minerals (Islam, 2006), and are widely consumed as a leafy vegetable (Woolfe, 1992). However, despite its reported health benefits, sweetpotato consumption in developing countries will decline as income rises1 and consumers gain access to a more diverse and nutritious diet (Scott 1 Sweetpotato was dubbed as a “poor man’s food” because it was consumed mainly by the poor (Bourke, n.d.).



et al., 2000; Rosegrant et al., 2001). These changes are evident in PNG. Gibson (2001a) found that the structure of food demand in PNG differed dramatically between urban and rural areas. He found that among the three most important staple foods, sweetpotato, rice and banana, sweetpotato was consumed by 65% of respondents in rural areas and by 33.6% of respondents in urban areas while rice was consumed by 25.8% of respondents in rural areas and by 87.4% of respondents in urban areas. Moreover, annual per capita consumption of sweetpotato in rural areas was 299 kg while it was 42 kg in urban areas, with a national average of 260 kg (Table 3). By comparison, the national average of rice consumption was 31 kg/person/year, with 66 kg/person/year in urban areas and 24 kg/person/year in rural areas. He also found sweetpotato to be income-inelastic, being 0.73 and 0.25 in rural and urban areas, respectively. Gibson (2001b) predicted root crop consumption would be reduced from approximately 500 to 100kg per person per year while cereal consumption would be increased from 30 to 120kg per person per year.

Table 3. Per capita food consumption (in kg) in 1996*

Rural Urban PNG Sweetpotato 299 42 260 Banana (cooking and sweet) 90 47 83 Taro 68 23 62 Coconut 42 51 44 Sugarcane 40 10 35 Rice 24 66 31 Yam 31 9 28 Cassava 27 9 25 Sago 21 33 23 Potato 3 6 3 Flour 5 14 7 Bread 1 13 3 Biscuits 1 4 2 Total 652 327 606

Source: Gibson (2001a). Also, as can be seen from Table 3, the diet in urban areas is more diverse than that of rural areas. Gibson (2001a) attributed these differing consumption patterns to relative availability, and hence prices, of locally produced foods and imported foodstuffs, especially rice, in rural and urban areas, due mainly to high transport costs.

Most preferred food staples Rice was found to be the most popular food staple, followed by sweetpotato and cooking bananas. Some 55% of the respondents chose rice as the most preferred staple food, while 40% chose sweetpotato and 3% chose cooking bananas (second column, Table 4). This result is consistent with the two follow-up questions whereby 46% of respondents chose sweetpotato as their second most preferred staple food and 42% of respondents chose cooking bananas as their third most preferred staple food, (third column, Table 4) and, respectively (fourth column, Table 4). One surprise was that potato was identified as the third most preferred staple food by 25% of respondents.



Table 4. Most preferred food staples

Order of preference (in % of respondents)

Item 1st 2nd 3rd Sweetpotato 40 46 12 Potato 1 8 25 Tao 0 2 3 Yam 0 0.3 1 Cooking banana 3 20 42 Cassava 0 1 3 Rice 55 22 11 Sago 0 1 1 Others 0.3 1 2

The main reason for choosing sweetpotato as the most preferred staple food was taste (40% of total responses), followed by availability (20%), nutritional value2 (19%), and price (13%) (Table 5). The main reason for choosing rice as the most preferred staple food was availability (30% of total responses), followed by price (20%), taste (17%), and nutritional value (6%). These results suggest that sweetpotato may have a marketing advantage in terms of its good taste while the main marketing advantage of rice is its availability.

Table 5. Reasons that respondents preferred sweetpotato or rice (in % of responses)

Taste and

Preference Price Nutritional Value Availability Others

Sweetpotato 40 13 19 20 8 Rice 17 20 6 30 28

Sweetpotato consumption patterns A total of 50% of respondents consumed sweetpotato at least once a day. Among them, 5% of respondents consumed sweetpotato three times a day, 16%, consumed sweetpotato twice a day and 29% consumed sweetpotato once a day (last column of Table 6). The remaining 50% of respondents consumed sweetpotato at least once a week. When sweetpotato was consumed less frequently than three times a day it was more likely to be consumed at dinner, may be because it is considered a main meal of the day, or because of it takes more time to prepare (washing and peeling), compared with rice or cooking bananas. Changes in sweetpotato consumption patterns When respondents were asked about changes in their sweetpotato consumption compared to a year ago, 23% of them indicated that they were eating more, 29% were eating less, and 48% were eating about the same amount of sweetpotato (Table 7). Allowing for multiple responses, the main reasons for eating more included affordability (29% of total responses), changes in preference associated

2 Based on our understanding, “nutritional value” mentioned by respondents referred more to the fullness of the stomach after eating and the duration of this sensation of fullness, rather than the actual nutritional content of sweetpotato per se, such as protein and carbohydrates. However, it does give testimony to the high nutritional value of sweetpotato.



Table 6. Sweetpotato consumption patterns

Item No. of

households % of

households Every day (3 times a day) 19 5 Twice a day 54 16 Breakfast 34

Lunch 20 Dinner 53 Once a day 102 29

Dinner 102 Once/week 50 14

Twice/week 31 9 Thrice/week 65 19 Four/week 28 8 Five/week 4 1

with sweetpotato (due to taste changes or perceived health benefits) (25%), an increase in household size (24%), and greater availability of sweetpotato in the market (10%). The main reasons for eating less included reduced affordability (33%), poor product quality (21%), unavailability (19%), and changes in preferences, particularly amongst children who preferred rice and potato (14%). Reduced household size was also mentioned as a reason for eating less sweetpotato. It is not surprising that affordability/price and availability were the determining factors of changes in sweetpotato consumption. However, they were perceived differently by those respondents who were eating more (cheaper and more available) and those who were eating less (more expensive and less available). These different responses could be attributed to differences in experiences because of where and when they shop as sweetpotato supply and prices are highly variable.

Table 7. Changes in sweetpotato consumption patterns

Item % of respondents Eating more 23 Eating less 29 Eating about the same 48 Reasons for eating more % of total responses Affordability - more competition/prices 29 Change in preferences (taste/health) 25 Increase in household size 24 Availability - more supply in the market 10 Others (Convenience/accessibility/Usual practice) 12 Reasons for eating less % of total responses Affordability – expensive 33 Low quality of sweetpotato in the market 21 Unavailability 19 Change in preferences (kids) 14 Others (feed less people) 13



There are several reasons for the variability or inconsistencies in supply. First, there is seasonality. According to Bourke et al. (2004), the supply of sweetpotato is continuous and non-seasonal, but there is a tendency for it to be available in larger quantities at certain periods of the year. These periods vary between locations and between years. For example, in the Eastern Highlands supply tend to be at its highest in March-July, and at its lowest in October-January. This production pattern is reflected in prices. Based on monthly prices in Port Moresby averaged over 1992-2009, Chang et al. (2016) found prices to be lower in May-June and higher in October-January. Secondly, there is inconsistency in supply from week to week, depending on the cash needs of the farmers and whether there is a transport delay or not either on road or at sea. Thirdly, supply can vary during the week because there is only one shipment once a week (on Thursday or Friday) by both shipping companies. Given that sweetpotato has a limited shelf life after arriving in Port Moresby, and no cold storage facilities are available to prevent quality from deteriorating, price tends to be low when the shipment first arrives, and is gradually increasing until the next shipment. There are several open-air markets in Port Moresby where sweetpotato is sold, and some of which are bigger and more popular than others. Therefore, it is conceivable that respondents had experienced different supply conditions depending on where they shop. Another possible interpretation of different responses is that some respondents were comparing price and the availability of sweetpotato over time, while others were comparing price and the availability of sweetpotato with rice and other staple foods. Varietal preference and product attributes New Guinea is the most important secondary centre of genetic diversity for sweetpotato (Ipomoea btatas) in the world, with more than 1,000 sweetpotato varieties being grown by smallholders in PNG (CIARD, 2014). In a farm survey, 36 varieties were named distinctly by 186 respondents in five rural communities in Jiwaka province (Villano et al., 2014). However, it was not possible for us to verify whether those varieties were indeed different genetically without appropriate genetic testing. The survey results also show that 83% of respondents grew three or more sweetpotato varieties. The maximum number of varieties grown was six. Good eating quality, yield performance, market price, early maturing, and resistance to pests and diseases were some of the most common reasons for growing those varieties. Some morphological attributes, such as colour of the skin and the flesh, were also mentioned. More than 80% of respondents indicated that the varieties grown were for both home consumption and marketing. The most preferred variety in Jiwaka was Wahgi Besta which was preferred by 74% of respondents, followed by Sugar (14%) and Rachael (8%). The survey results also show that varietal preference differed from region to region within Jiwaka province. One finding from the volume assessments conducted at the Lae main market was that the majority of sweetpotato supplied came from a few specific districts in Eastern Highlands province (EHP) and Weatern Highlands province (WHP) (Anjen and Dowa, 2008). As shown in Table 8, the majority of sweetpotato came from the Goroka and Asaro districts of EHP, the Anglimp/South Wahgi districts of Jiwaka, and Mul/Baiyer and Central Hagen districts of WHP. Furthermore, WHP/Jiwaka farmers supplied almost twice as many bags as EHP (around 33% vs 65%). Anjen and Dowa (2008) also found that sweetpotato varieties supplied to the Lae main market were quite location-specific. The sweetpotato varieties supplied by WHP farmers were: Wanmun, Rachael, Waghi Besta, Korowest and Mopa (Table 9).



Table 8. Sweetpotato arrivals at the Lae main market, by district and by province

Province Districts Total Weekly average

EHP

Kainantu 26 9 Okapa 55 18 Bena 12 4

Goroka 356 119 Asaro 418 139

District Unknown** 113 38

Sub-total EHP 979 326

WHP/Jiwaka*

Anglimp/S. Wahgi 574 191 North Wahgi 12 4 Mul/Baiyer 268 89

Hagen Central 540 180 Tambul/Nebilya 13 4

District Unknown** 219 73

Sub-total WHP 1626 542 Origins

Unknown*** 100 33 New arrivals 3086 1029

Notes: *WHP was split into WHP and Jiwaka provinces in mid-2012. Anglimp/S. Wahgi and North Wahgi are now part of Jiwaka province. Volume assessments were conducted in 2008; therefore, no separate data were available for “Origins unknown”. **The origins/districts of these bags were not known because they could not be recorded in time. ***Based on the observations from Assessments 1 and 3, the majority of these bags were more likely to have come from WHP/Jiwaka. Source: Anjen and Dowa 2008. The varieties supplied by EHP farmers were: Marasonda, Kerot, Wanmun, Trimun, Okapa and Gimane. Among them, Wahgi Besta was the leading variety for Anglimp/South Wahgi, Korowest and Wanmun were leaders in Hagen Central while Gimane was most popular in Asaro and Goroka.

Table 9. Origin and characteristics of sweetpotato by districts at the Lae main market

Sweet Potato Variety

Skin Colour Flesh Color Provincial Destination

Korowest Red Yellow WHP Wahgi Besta Yellow/Brown Light Yellow Jiwaka Rachael Red White Yellow? WHP Mopa Pink/Purple Yellow WHP/Jiwaka Wanmun Red Yellow WHP/EHP Trimun Red Yellow White? WHP/EHP Gimane White/Yellow White yellowish EHP Okapa White/Brown White EHP Marasonda White/Brown White EHP

Source: Anjen and Dowa 2008 Overall, Gimane (28.1%), Korowest (25%), and Trimun (15.6 %) appeared to be the most popular market varieties supplied in 2009 (Figure 1) (Anjen and Dowa 2008). However, the demand study



conducted in Lae by Omot et al. (2010) found Kerot to be the most preferred variety (33% of respondents), followed by Wahgi Besta (17%). Only 10% of respondents preferred Gimane while 11% of respondents each preferred Korowest and Trimun. Clearly, there was a mismatch between demand and supply of varieties.

Figure 1. Sweetpotato varieties supplied to the Lae main market in 2009

Varietal preferences From the consumer survey in Port Moresby, Wanmun and Wahgi Besta were found to be the most preferred sweetpotato varieties, being preferred by 40% and 39% of respondents, respectively (Table 10).3 The main reasons for choosing Wanmun and Wahgi Besta were: “good taste” (sweet; creamy; good flavour/aroma) and “good quality” (skin colour; long shelf life; strong/firm flesh; does not sprout quickly; good appearance).

Table 10. Varietal preferences

Variety

% of respondents

Reasons for preferring these varieties* (in no. of responses)

1 2 3 4 5 6 7 8 Wanmun 40 117 48 47 23 73 11 39 4 Wahgi Besta 39 110 41 36 14 77 12 57 15 Kerot 8 25 8 5 4 11 4 7 0 Trimun 3 11 4 4 3 6 2 4 0 Rachael 3 9 5 5 1 7 3 5 1 Korowest 2 8 3 4 1 2 2 4 1 Gimane 1 3 1 1 1 0 0 2 0 Marasonda 1 3 1 1 1 2 0 1 1 Others 3 8 5 5 4 7 3 4 0 Notes: 1 Taste (sweet; creamy; taste/flavour/aroma); 2 Size and shape of roots (good shape/ shape/elongated/straight); 3 Flesh characteristics (soft/moist/starchy/powdery/firm/not too watery); 4 Availability; 5 Good quality (colour of skin/long shelf life/strong/firm flesh/does not sprout quickly/good appearance); 6 Easy to prepare (easy to peel/fast cooking/easy to cook); 7 Nutritional value (filling/hunger buster/strength/energy/last long); 8 Others – familiarity/habit (used to eat this variety).

3 When these results were presented to farmers for feedback, they were surprised as they were not aware of the variations in consumer preferences. Some argued that the results were biased because we did not interview the right people.



Quality indicators/cues Respondents were asked what they considered to be the indicators of good quality sweetpotato. Allowing for multiple responses, 35% of total responses received indicated “good appearance – no pest/insect damage”, 20% indicated “sweet taste”, 15% indicated “uniform shape and size”, and 14% indicated “fresh and clean” (Table 11, left hand side panel). In contrast, sweetpotato was most likely to be considered of poor quality when it had “pest/insect damage” (36%), and was “of poor taste” (22%), or “of poor shape” (15%) (Table 11, right hand side panel). Quality perceptions Over 90% of respondents considered the quality of sweetpotato they had bought to be either good (70%) or very good (21%) (Table 12). Some 41% of respondents thought quality had improved over time, while 29% of respondents thought quality had deteriorated over time, and 24% thought it was about the same (Table 12). Respondents attributed deterioration in quality to issues associated with lack of improvement (39%), improper handling (31%), and delays in transport/logistics (25%). One interesting result was that 28% of respondents thought quality had improved because of increased competition (more sellers) in the market and 27% thought it was due to more varieties becoming available. In addition, 77% of respondents recognised there was inconsistency in quality across the calendar year. Respondents were asked about how they thought quality could be improved by improving “transport”, “handling”, “grading/sorting”, “packaging”, and “storage” (Table 13). As always, improving transport system topped the list.

Table 11. Product characteristics consumers consider as good or poor sweetpotato quality

Good quality sweetpotato Poor quality sweetpotato Item % of

responses Item % of

responses Physical appearance 1 35 Pest/insect damage 36 Taste (sweet) 20 Poor taste 22 Uniform shape and size 15 Poor shape3 15 Fresh and clean 14 Skin damage2 13 Strong tuber 6 Dried and withered roots 7 Maturity 3 Small size 4 Nutritional/dietary value 3 Others (coastal varieties) 3 Others 3

Notes: 1 no pest/insect damage; 2 has spots/discoloration/bruises/ skinning/cracked/wrinkled; 3crooked, disfigured or not straight /rough skin/odd and irregular shape. Preferred physical characteristics of sweetpotato Specific physical characteristics that consumers looked for when shopping for sweetpotato included: Highlands grown, medium-size, elongated shape, red skin, yellow/cream-coloured fresh, firm, and dry and smooth textured, unwashed, fully matured, and non-sprouted (Table 14). These results are similar to what were reported by Omot et al. (2010). It seems that these product attributes, either individually or as a set, could be considered by farmers when choosing what varieties to grow, as



well as by scientists when seeking improvements in varietal selection and postharvest management of sweetpotato.

Table 12. Quality perceptions of sweetpotato in the market

Item No. of responses % of responses Quality perceptions

Very good 74 21 Good 249 70 Poor 32 9 Change in quality over time

Better 144 41 Worse 102 29 Same 84 24 Reasons for getting better

More sellers/competition 39 28 More varieties available on the market 38 27 Improved handling and transport (less rotting) 34 24 More good quality sweetpotato in the market 26 19 Reasons for getting worse No improvement 40 39 Improper handling 32 31 Delays in logistics 26 25

Table 13. Suggestions on how quality could be improved

Item % respondents Improve transport system/improve supply chain/shipping schedule) 20 Extension advice to ensure good quality/good variety/timely supply 14 Proper storage/cooling system 11 Proper handling - transporting and carrying/selling/washing 10 Grading/sorting 9 Information campaign to sellers on shading/shelving/product presentation/pricing 6 Proper packaging (good bags/aerated) 6 Don't know/no idea/no comment 22

Sweetpotato Marketing Long distance marketing for sweetpotato is challenging, especially for farmer-sellers (Chang et al., 2016). Typically, once sweetpotato is harvested, it is transported often over some distances from the garden in bilums or small bags to the packing area near the homestead. Sweetpotato is then packed in 50 kg stock feed bags by specialist packers. All sweetpotatoes, big and small, good or damaged, are packed tightly together, with small tubers packed between larger tubers to minimize movement during transit. Often time, the 50 kg bag can be extended with additional polyethylene pieces, and so tightly packed that it can weigh up to 80-100kg. One reason that farmers pack as much in as



Table 14. Preferred physical characteristics of sweetpotato (in % of responses)

Flesh colour Skin Colour Taste Yellow 49 Red 34 Sweet 26 White 37 Brownish white 26 Powdery/Dry 25 Orange 13 Purple 21 Firm 24 Purple 1 White 16 Smooth 18 Other 3 Soft 3 Grainy 2 Watery/Moist 2 Cleanliness Maturity Freshness Unwashed 76 Fully matured 68 Non-sprouted 88 Washed 24 Young 32 Sprouted 12 Size Shape Source Medium 77 Elongated 76 Highlands 99 Large 21 Round 24 Lowlands 1 Small 2

possible is because most transactions (including transport, entry to the market and buying and selling) are charged by the bag (and adjusted only marginally by the size of the bag). These practices cause damage to roots especially skinning and breakage. It is well-known among the traders that sweetpotato bags from the Eastern Highlands Province (EHP) (80-100kg/bag) are more tightly packed and heavier than that of the Western Highlands Province (WHP) (60-80kg/bag) (Anjen and Dowa, 2008). Eastern Highlanders take great pride in packing the bigger and heavier bags. It is not clear whether prices per kilogram are compatible for EHP and WHP sweetpotato after adjusting for the size of the bag and the quality of the roots. Once sweetpotato bags are packed, they are then picked up from the village by trucks or public motor vehicles (PMVs), dropped off alongside the Highlands Highway, and reloaded onto semi-trailers going down to Lae. At the wharf in Lae, sweetpotato bags are unloaded and re-loaded again onto shipping containers, and transported to Port Moresby by sea. Upon their arrival in Port Moresby, they are collected by farmers themselves or their relatives at the wharf, and transported to warehouses near the Gordons market. This long journey from the PNG Highlands to Port Moresby takes approximately 7-10 days if there is no substantial transport delay. There is no refrigeration or proper storage facilities along the way, and in most cases sweetpotato bags are exposed to the sun and the rain. Because of this, there is about 4-5 days of window of opportunity to sell before sweetpotato starts to rot. Most sweetpotato in PNG was marketed by farmer-sellers who either sell in heaps in the open-air market themselves, or in bags to resellers and institutional buyers (supermarkets, hotels, restaurants, schools, hospitals, catering services, etc.). One of the main reasons why farmers choose to market sweetpotato (and other vegetables) themselves is a lack of trust in people outside of their kinship networks, including the wholesalers (Spriggs, 2005). During our research farmers often complained about being ‘ripped off’ by middlemen and wholesalers, who paid low prices, did not pay on time, or did not pay at all. These complaints could be a result of unscrupulous business practices on the part of middlemen, as well as misconception of the role of a middleman and misunderstanding of price formation processes on the part of farmers. However, a wholesale sector for sweetpotato seems to be emerging as more farmers are selling to wholesalers/traders because of better understanding of the cost of marketing (Chang et al., 2017).



Market information and purchasing decisions Respondents showed a strong preference for a particular type of sweetpotato, with 89% indicating that their buying decision was made before they went to the market, meaning that they went to the market with a particular variety in mind (Table 15). In terms of availability, 62% of the respondents said it was easy to find what they wanted. If the variety they wanted was not available in the market, 60% said they would buy other varieties while 38% said they would buy alternative food staples. When there was doubt about what was on offer, 36% of respondents asked the vendors for product information, mainly about variety (53% of these respondents), origin of production (37%), price (19%), colour of the flesh (17%), and harvest date (15%) (Table 15). Some 86% of these respondents were satisfied with the information provided by vendors.

Table 15. Market information and purchasing decisions

Decision is made before going to market % of respondents Yes 89 No 11 Ease in finding the desired sweetpotato in the market % of respondents Very easy 27 Easy 62 Difficult 8 Very difficult 3 What to do if sweetpotato desired is not available % of respondents Do not buy sweetpotato at all 9 Buy other varieties 60 Go to different market 6 Buy other food staple 25 Talk to vendors for information % of respondents Yes 36 No 64 Questions asked of vendors % of responses Name and availability of preferred variety 53 Place of origin/production 37 Price 19 Colour of flesh 17 Shelf life /harvest date 15 Able to get the information required % of respondents Yes 86 No 14

Information needs and sources of information

When respondents were asked about their information needs and how best information could be provided, 22% indicated that they would like to have more information on shelf life/harvest date (22%), flesh colour (15%), place of origin (13%), actual volume in the heap (9%), and variety (4%) (Table 16). According to the respondents, such information could be made available by providing a



sample to show the colour of the flesh (50%) or through appropriate labelling (15%). However, 22% of respondents were unable to comment on how suitable information could be provided. This is an indication that consumers had not thought about this information issue, either because the issue was not considered important, or because they were less demanding or quality conscious than consumers in other countries. However, we have observed that more and more vendors are displaying slices of sweetpotato to show the colour of the flesh.

Table 16. Information need and sources of information

Item % of responses Information needed to make purchase easier

Shelf life/harvest date 22 Flesh colour 15 Place of origin/production 13 Quantity (no. of roots/heaps) 9 Indicate name of variety 4 Unable to comment 20 How information should be provided

Provide sample for flesh colour 50 Unable to comment 22 Proper labelling 15 Market authority/media 7 Market information/board in the market 4 Price tagging 2

Table 17. Views on the way sweetpotato is marketed

Item % of respondents Like the current way of selling sweetpotato

Yes 92 No 8 Reasons for NO % of responses Easily damaged and rotten 17 Should be packed 8 Mixed sizes 38 Price not commensurate with volume or quality 13 Sweetpotato sold by weight and price/kg

Yes 20 No 80 Sweetpotato graded by quality and size

Yes 76 No 24

Views on current selling methods



When respondents were asked to comment on the way sweetpotato has been marketed, 92% of them said they had no problem with current practices. However, a small percentage (8%) did not like current practices because they caused damage to sweetpotato, and selling mixed size in heaps did not provide a clear price signal. Some 76% of respondents wanted sweetpotato graded for quality and size, but 80% did not want sweetpotato to be sold by weight (for example, price per kg; Table 17). Key findings and implications Demand for sweetpotato vis a vis rice and other staples Demand for sweetpotato is decreasing for a variety of reasons. More than half of respondents (55%) preferred rice mainly because of its availability while 29% of respondents were eating less of sweetpotato mainly because of affordability/price. Although the majority of respondents considered the quality of sweetpotato in the market to be acceptable, 70% of respondents indicated that quality was variable throughout the year while 29% of respondents considered the quality to be getting worse because of delays in Logistics and improper handling. They suggested quality be improved by improving transport infrastructure and storage facilities, as well as handling, grading/sorting, and packaging and product presentation through extension and education. These results clearly show that agricultural marketing issues are well-recognised not only by industry analysts (e.g., Chang and Griffith, 2011; Chang et al., 2008; Wilson, 2008; Global Development Solutions, 2008; Martin and Jagadish, 2006; McGregor et al., 2003; Peter, 2001; Epstein, 2000; Burdon, 1998; Daysh, 1995), but also by farmers and consumers. The implication is that there must be political will from both the PNG government and the fresh produce sector to invest in infrastructure and research and extension so that the overall competitiveness (in terms of availability, quality and price) of fresh produce, including sweetpotato, can be improved. Consumer preferences versus farmer preference for variety and product attributes Sweetpotato purchasing appears to be a high-involvement buying decision even though it is routine. One possible reason could be the high degree of variation in price and quality. As indicated in the consumer survey, the majority of respondents had a clear preference for certain sweetpotato varieties and for particular physical characteristics. Their purchasing decision was made before they went to the market. However, nearly 40% of the respondents said it was not easy to find what they wanted. If what they wanted was not available in the market, 60% said they would buy other varieties, while 38% said they would buy other food staples -- a loss of sale to the sweetpotato sector. We also found that consumer preferences differed between markets. For example, in Port Moresby, Wanmun and Wahgi Besta appeared to be the most preferred sweetpotato varieties while In Lae, they were Kerot and Wahgi Besta. Some of these varieties happened to be the same as what was supplied, but some were not. Therefore, there was a mismatch between what farmers grow and what consumers prefer. For example, Wahgi Besta from Anglimp/South Wahgi in Jiwaka province is preferred by both farmers and consumers in Port Moresby and Lae, but Gimani from Goroka and Asaro in EHP and Korowest from Central Hagen in WHP are preferred by farmers, but not by consumers either in Lae or Port Moresby. On the other hand, there seems to be an undersupply of Wanmun variety which has the physical characteristics that consumers like. The implications from these results are that first, consumer preferences must be better understood by farmers and other value chain players so that market demand can be better met, and second, more market research is needed to understand and monitor changes in consumer demand in key markets.



Conclusions Sweetpotato is a very important crop to Papua New Guineans, just like rice to most Asians. Consumers have a strong preference for certain varieties and their associated physical characteristics. These preferences must be understood and met by farmers. However, the majority of sweetpotato farmers are not market-oriented, and there is a mismatch between what is supplied by farmers and what is preferred by consumers. Understanding and meeting demand is especially important in markets where demand is decreasing, as is the case for sweetpotato in urban centres because of changes in socio-demographics. To compete with rice and other staple foods, sweetpotato value chain players and policymakers need to work together to improve availability, product quality and price. This will require more investments in market research to monitor and evaluate demand changes and in extension to improve postharvest and marketing practices, as well as in marketing infrastructure and transport and storage facilities to reduce the cost of marketing and maintain quality. References American Society for Horticultural Science (2007), Sweetpotato promises hunger relief in developing countries. <www.sciencedaily.com/releases/2007/11/071102084811.htm>. Anjen, J. and Dowa, E. (2008), Sweetpotato volume assessments at the Lae main market. Unpublished draft project report for the ACIAR project ASEM/2006/035, Improving marketing efficiency, postharvest management and value addition of sweetpotato in Papua New Guinea, Fresh Produce Development Agency, Port Moresby. Benediktsson, K. (2002), Harvesting Development: The Construction of Fresh Food Markets in Papua New Guinea. Nordic Institute of Asian Studies, Singapore. Bourke, R., Camarotto, C., D’Souza, E.J., Nema, K., Tarepe, T.N. and Woodhouse, S. (2004), Production patterns of 180 economic crops in Papua New Guinea. Coombs Academic Publishing, Research School of Pacific and Asian Studies, Australian National University, Canberra. Bourke, M. (n.d.), Potato, sweet. Berkshire Encyclopedia of World History. Bourke, R.M. and Vlassak, V. (2004), Estimates of food crop production in Papua New Guinea. Land Management Group, Australian National University, Canberra. Burdon, J.N. (1998), Improvements in the storage and transportation of fresh produce from the Highlands of Papua New Guinea to Port Moresby. Unpublished report prepared for the Fresh Produce Development Company, Port Moresby. Chang, H.S., Spriggs, J. and Newman, S. (2008), Improving sweetpotato marketing in PNG Highlands, Acta Horticulturae 794. Chang, H.S. and Griffith, G. (2011), “Assessing buyers’ requirements for fresh produce in the formal market sector in Papua New Guinea”. Australasian Agribusiness Review, 19, Paper No. 5, 64-75. Chang, H.S., Spriggs, J., Anjen, J., Dowa, E., Kewa, J. and Hehona, D. (2016), “Improving sweetpotato marketing in Papua New Guinea: Results from a value chain analysis”. Australasian Agribusiness Review, 24. Paper 2.



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Australasian Agribusiness Perspectives 2017, Volume 20, Paper 4 … · 2017. 10. 20. · vis a vis other staples, ... 356 respondent interviews. The survey instrument was divided