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UNITED NATIONS INDUSTRIAL DEVELOPMENT ORGANIZATION
Establishing industrial processing and marketing of Beles-based food products for
increased income in rural communities in Northern Ethiopia.
SAP ID 100092, XX/ETH/11/X05 (43884)
30 November 2014
FINAL MISSION REPORT (September 13 - October 15, 2014)
NAME 1: Ralph LIEBING, ORA - International Organic Retailers Association
NAME 2: Andreas G. ANDIEL, GAFÉIAS - Global Association for Environmental Investments and
Sustainability of Economic, Social and Environmental
BRANCH: Aurelia P. Calabrò-Ballamoli, Senior Industrial Development Officer
Chief, Agro-Industries Technology Unit, Agri-Business Branch, UNIDO
Beles Painting, Hotel Canaan, Adigrat
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Contents
Establishing industrial processing and marketing of Beles-based food products for increased income in
rural communities in Northern Ethiopia. ................................................................................................. 1
PREFACE ................................................................................................................................................. 1
PURPOSE OF MISSION ............................................................................................................................ 2
DATES OF MISSION, DATES & PLACES VISITED (incl. travel times): ........................................................... 2
1. ASSESSMENT OF CURRENT PROJECT SITUATION IN ADIGRAT & EXCURSION TO ALITENA .................. 3
1.1. Introduction, Assignment of Tasks, Course of Action ....................................................................................... 4
1.2. List of Meetings in Mekelle, Adigrat and Irob Region, Alitena (in chronological order)................................... 4
1.3. UNIDO Beles Processing Unit Hall Tour: assessment of present status ........................................................... 5
1.3.1. Beles Processing Unit, on-site visitation, Adigrat, 23.9.2014, 11:30-13:00 .............................................. 5
1.3.2. Beles Processing Unit in Adigrat, on-site visitation, with HE State Minister of Industry Dr. Mebrahtu
Meles, 28.9.2014, 10:00 - 11:00 ............................................................................................................................... 6
1.4. Excursion to Irob, Alitena .................................................................................................................................. 7
1.4.1. Field trip from Adigrat to Irob Region, Dohan Village, Alitena Village; 25.9.2014, 09:30-16:30 .............. 7
1.4.2. MEETINGS & REPORTS in Mekelle, Adigrat and Irob Region, Alitena, 20 September – 05 Oct. 2014 ...... 9
1.4.3. Dr. Debesaye H. Senbeto, UNIDO Beles Project Technical Coordinator, Mekelle 20.9.2014, .................. 9
16:30-17:00 ............................................................................................................................................................... 9
1.4.4. Meeting with Mr. Ermios, Co-Director of SME - Small and Micro Entrepreneurs Agency in Adigrat,
23.9.2014, 13:30-15:00 ............................................................................................................................................. 9
1.4.5. HE State Minister of Industry Dr. Mebrahtu Meles, Dinner, Adigrat, 27.9.2014, 20:00-22:00 .............. 10
1.4.6. HE State Minister of Industry Dr. Mebrahtu Meles, Breakfast, Adigrat, Hotel Canaan, 28.9.2014, 09:00-
10:00 ................................................................................................................................................................. 11
1.4.7. HE State Minister of Industry Dr. Mebrahtu Meles, Meeting at AGORO LODGE, Adigrat, 29.9.2014,
10:15-11:15 ............................................................................................................................................................. 11
1.4.8. Dr. Zaid Negash, President Adigrat University, 02.10.2014 09:30-09:45 ............................................... 11
1.4.9. Department of Marketing, Adigrat University, 3 representatives (contact details pending) 02.10.2014,
14:00-14:30 ............................................................................................................................................................. 12
1.4.10. Meeting with Helvetas, Mr. Ato Bahre Embaye (AB): Senior Expert Helvetas Ethiopia Beles SUNRise
Project, Tigray and Mr. Berhane Hailu (BH), Project Manager, Helvetas Ethiopia Beles SUNRise Project, Tigray,
Mekelle, 03.10.2014, 16:40 – 17:30 ....................................................................................................................... 12
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1.4.11. Dr. Debesaye (D), UNIDO Beles Project Technical Coordinator, Mekelle, 04.10.2014, 10:00 – 11:00 ... 16
2. MARKET DEVELOPMENT ................................................................................................................ 19
2.1. Mission task .................................................................................................................................................... 20
2.1.1. Reference to Draft Preliminary Market Study ........................................................................................ 20
2.2. Introduction to Market development ............................................................................................................. 20
2.2.1. Product .................................................................................................................................................... 20
2.2.2. Price......................................................................................................................................................... 21
2.2.3. Package ................................................................................................................................................... 21
2.2.4. Points of sales (POS) ................................................................................................................................ 21
2.2.5. Promotion ............................................................................................................................................... 21
2.3. Special Marketing Features for Beles from the UNIDO-project: .................................................................... 22
2.4. Introduction FAIR TRADE ................................................................................................................................ 23
2.4.1. Quick Entrance Request to Fair TRADE ................................................................................................... 27
2.5. Why Organic Wild Collection .......................................................................................................................... 29
2.5.1. Basic Principles of Organic Wild Collection ............................................................................................. 30
2.5.2. Special Proceedings for Certification and Quality Assurance ................................................................. 30
2.5.3. Procedure concerning certification-process of organic wild-collection of BELES ................................... 31
2.6. FAIR TRADE and ORGANIC: SUCCESSFUL TWINS on the sustainable food-market! ....................................... 32
2.7. Meeting with Mohammed Kiyar (MK), FAIRTRADE ........................................................................................ 33
2.8. Introduction to PGS (Participatory Guarantee System) ................................................................................ 34
2.9. The 2 markets for Beles: National and Export ................................................................................................ 39
2.10. Key-success-factor processed BELES-products ........................................................................................... 40
2.11. Actions undertaken in Beles-market development .................................................................................... 42
2.12. Dialog Partners met .................................................................................................................................... 43
2.13. Minutes of the Meetings ............................................................................................................................. 43
2.13.1. Meeting food-retailers, importers, exporters, wholesalers in Addis ...................................................... 43
2.13.1.1. Meeting at SHOA Supermarket, 18.9.2014, 13:30-14:00 ................................................................... 44
2.13.1.2. Meeting with Mr. Tesfalidet, General Manager of Fresh Corner Supermarkets, Addis Ababa,
18.9.2014, 15:00-16:00 ........................................................................................................................................... 44
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2.13.1.3. Meeting with Mr. Girma Fantu (GF), Import Manager of Fantu & Family Trading & Industry P.L.E.,
Fantu Supermarket, Bole Road, Addis Ababa, 09.10.2014, 09:30-10:30 ................................................................ 45
2.13.1.4. Visitation of NOVIS Supermarket, Bole Raod, recommendation to meet Mr. Adalberto Frezza,
Owner, Cash & Carry Center (3c), Addis Ababa, 09.10.2014, 11:00-11:15 ............................................................ 46
2.13.1.5. Visitation of BAMBIS Supermarket, recommendation to meet Mr. Bambis, Owner, Addis Ababa,
09.10.2014, 11:30-11:45 ......................................................................................................................................... 46
2.13.1.6. Meeting with distributor & logistician, ETFRUIT, Mr. Sisay Kibrel (SK), Addis Ababa, 09.10.2014,
14:00-15:00 ............................................................................................................................................................. 46
2.13.2. Quality Management – Prices – Pricing .................................................................................................. 50
2.13.2.1. Meeting with Ms. Meresu G/ner, Wholesaler, Beles Collection and Distribution Manager (BCDM),
Helvetas, Mekelle and Addis Ababa, 08.10.2014, 11:45-12:30 .............................................................................. 50
2.13.3. International Hotel, Caterer .................................................................................................................... 51
Meeting with Mr. Assefa Gebeye (AG), Food & Beverage-Manager, INTERCONTINENTAL ADDIS HOTEL, Addis
Ababa, 08.10.2014, 15:30-16:00 ............................................................................................................................. 51
2.13.4. Coffee-House Chain Addis KALDI’S COFFEE P.L.C., Meeting with Mrs. Tseday Asrat (TA), CEO, Addis
Ababa, 08.10.2014, 16:15-16:45 ............................................................................................................................. 52
2.13.5. Producer/Exporter .................................................................................................................................. 52
africaJUICE Tibila S.C., Meeting with Joost Bolt, Planning Manager, Addis Ababa, 12.10.2014 12:30-13:15 ........ 52
2.13.6. Agency ..................................................................................................................................................... 53
Agency / Meeting 1 - EHDA - Ethiopian Horticulture Development Agency, Addis Ababa, 7.10.2014, 14:30-15:00
................................................................................................................................................................................. 53
2.13.6.1. Agency / Meeting 2 - EHDA - Ethiopian Horticulture Development Agency, Addis Ababa, ............... 55
7.10.2014, 15:00-15:30 ........................................................................................................................................... 55
2.13.6.2. Agency / Meeting 3 - EHDA - Ethiopian Horticulture Development Agency, Addis Ababa, 7.10.2014,
15:30-16:00 ............................................................................................................................................................. 56
2.13.7. Meeting EHPEA – Ethiopian Horticulture Producer Exporters Association, Addis Ababa, 10.2014, ...... 57
09:30-11:00 ............................................................................................................................................................. 57
2.13.8. HE State Minister Dr. Mebrahtu Meles, Debriefing, Ministry of Industry, Addis Ababa, 10.10.2014,
11:00-12:00 ............................................................................................................................................................. 60
3. FUNDRAISING AND LOBBY-WORK .................................................................................................. 61
3.1. Introduction .................................................................................................................................................... 62
3.2. Meetings ......................................................................................................................................................... 62
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3.2.1. Meeting at the Austrian Embassy in Addis Ababa, H.E. Ambassador Dr. Andreas Melán and Mag.
Stephan Rutkowski (SK), Deputy Head of Mission, 18.9.2014, 10:00-11:30 .......................................................... 62
3.2.2. Meeting at the ADC – (Austrian Development Cooperation) Coordination Office in Addis Ababa with
Dr. Heinz Habertheuer (HH) (Head of Office Counsellor), 19.9.2014, 09:30-10:30 ................................................ 63
3.2.3. Meeting Andrea De Marco (ADM) (UNIDO Consultant), Hotel Intercontinental, Addis Ababa,
17.9.2014, 09:30-11:00 ........................................................................................................................................... 67
3.2.4. Meeting with KOCIA - Korea International Cooperation Agency, KOICA Ethiopia Office Addis Ababa,
Mr. Halley Teklehaimanot, Program Coordinator [Architect], 14.10.2014, 11:00-11:30 ....................................... 68
3.2.5. Meeting Addisu Alemayehu, Ethiopian Institute of Agricultural Research, Addis Ababa, 12.10.2014,
15:15-16:00 ............................................................................................................................................................. 69
3.2.6. Meeting with Mohammed Kiyar (MK), FAIRTRADE Liaison Officer for Ethiopia and South Sudan, ....... 69
GAFÉIAS ETHIOPIA Office, Addis Ababa, 15.10.2014, 12:00-12:30 ............................................................................ 69
4. Introduction of Mr. Addisu Alemayehu .......................................................................................... 70
4.1. Meetings with Mr. Addisu Alemayehu ........................................................................................................... 71
4.1.1. Result of the 1st Meeting and interview with Mr. Addisu Alemayehu in Addis Ababa, 16.9.2014 ......... 71
The contact to Mr. Addisu Alemayehu came about through Ralph Liebing who met Mr. Alemayehu during the First
African Organic Conference in March 2009 in Kampala. His large expertise derives from various studies and
professional engagements in the fields of organic agriculture, certification and product and market development
in Ethiopia and overseas over the past years. ............................................................................................................ 71
4.1.2. Suggestion and 1st Draft of Terms of Reference (TOR) for Mr. Addisu Alemayehu, Ethiopian Institute of
Agricultural Research .............................................................................................................................................. 71
5. Appendix: ...................................................................................................................................... 74
5.1. Roadmaps........................................................................................................................................................ 74
5.1.1. Roadmap for the finalization of the processing plants in Adigrat .......................................................... 74
5.1.2. Roadmap for the establishment of cooperatives and umbrella cooperatives ....................................... 77
5.1.3. Roadmap for Market Development ........................................................................................................ 78
5.1.4. Roadmap for Fundraising Measures and Lobby-work ............................................................................ 83
5.2. Lists of questions to different areas concerning the Adigrat plant ~ author: RL .................................... 90
5.3. Curriculum Vitae of Mr. Addisu Alemayehu ................................................................................................... 91
6. Brief Introduction of the Authors & Organizations .......................................................................... 95
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PREFACE
The authors are pleased to present their final mission-report to Ethiopia from Sept. 14 to Oct. 16, 2014.
In regard to the current status of the UNIDO-Beles-project in Tigray/Ethiopia, one of the central
concerns faced were certain retardations in the schedule. This generated some doubts amongst a few
stakeholders and proponents in the country. Especially having missed the Beles-season of 2014 was
most significant for this development. An assessment of the present status of the project was one of
the author’s tasks.
A second important task of this mission was to set initial steps for the development of market access –
mainly for the domestic market, but also for export. Therefore a row of meetings has been organized
which resulted in a number of positive and encouraging prospects and options, formerly unknown.
A third and likewise import topic was to set measures in securing grants from Austria for the UNIDO
Beles project. A meeting with the Austrian Ambassador to Ethiopia, Dr. Andreas Melán with request for
support and another meeting with the head of ADC (Austrian Development Cooperation) in Ethiopia,
Dr. Heinz Habertheuer, took place. Both meetings resulted in a positive reception of the project and
consents of support. 4 more meetings also resulted in interesting options for fund-mobilisation.
Generally spoken the authors are very pleased with the many inspiring and supportive meetings held. We could take home much valuable information in favour of the ongoing and fruitful development of the Beles-project. The authors thoroughly have tried to investigate and assess. We have identified 3 major areas for the report:
1. Assessments in Adigrat & Mekelle
2. Domestic & International Market-Development
3. Fundraising and Lobby-work
Besides the reports about a high number of meetings, the valued reader will find a comprehensive
disquisition on the marketing-issue. As conclusions of our mission we have put into the report’s
appendix a register of recommendations and questions, as well as roadmaps for the core topics.
The authors allow to emphasize that high performance of accuracy, professionalism, engagement and will to co-operate is in demand from all individuals and organisations involved. This will eliminate possible uncertainties and create a positive spirit which will help this exceptional project to reach its goals!
Ralph Liebing & Andreas Andiel Vienna, November 30, 2014
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PURPOSE OF MISSION
(i) Assessment of current stage of project progress, including project area field trips
and on-site factory visitations.
(ii) Measures to securing grants from Austrian Ministry of European and International
Affairs and ADC (Austrian Development Cooperation)
(iii) Introduction of Ralph Liebing to the project’s national key stakeholders and
representatives as international expert for emerging market development
within the Beles project.
(iv) Initial steps for the development of national and international markets for Beles.
DATES OF MISSION, DATES & PLACES VISITED (incl. travel times):
Addis Ababa 13 September – 19 September 2014 Mekelle 20 September 2014 Adigrat 21 September – 02 October 2014 Mekelle 03 September – 05 September 2014 Addis Ababa 06 October – 16 October 2014
Abbreviation of authors:
AGA = Andreas Andiel
RL = Ralph Liebing
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Chapter 01
Authors: Andreas Andiel, Ralph Liebing
Assessment of current project situation in Adigrat and Mekelle
Excursion to Alitena
1. ASSESSMENT OF CURRENT PROJECT SITUATION IN ADIGRAT & EXCURSION TO ALITENA
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1.1. Introduction, Assignment of Tasks, Course of Action Author: AGA
Main focus of the project mission to Adigrat and surrounding regions has been the assessment of project progress in relation to processing and marketing. Ralph Liebing has been introduced to all relevant stakeholders located at the project site, the Beles processing unit and related farmland as well as small holder farmer. After a briefing by the National Technical Project Coordinator the consultants visited the industry halls with both, the technical coordinator and HE State Minister of Industry. Relevant information regarding staff recruitment has been achieved from the Small and Micro Entrepreneurs Agency in Adigrat. The excursion to Irob region and especially the visitation of farmers in Alitena introduced the dimension of farmland covered by Cactus and the harvesting potential as well as life conditions of small holder farmer population. The photographical documentation of the trip provides relevant information for potential donors especially for the Austrian Development Agency. Various harvesting methods have been discussed with Helvetas and the technical project coordinator in regards of premium quality of Beles, training organization and logistics providing harvesting tools for farmers. Moreover a link to the Department of Marketing of the Adigrat University has been established.
1.2. List of Meetings in Mekelle, Adigrat and Irob Region, Alitena (in chronological order)
Dr. Debesaye H. Senbeto, UNIDO Beles Project Technical Coordinator, Mekelle 20.9.2014
Beles Processing Unit, on-site visitation, Adigrat, 23.9.2014
Meeting with Mr. Ermios, Co-Director of SME - Small and Micro Entrepreneurs Agency in Adigrat, 23.9.2014
HE State Minister of Industry Dr. Mebrahtu Meles, Dinner, Adigrat, 27.9.2014
HE State Minister of Industry Dr. Mebrahtu Meles, Breakfast, Adigrat, Hotel Canaan, 28.9.2014
Beles Processing Unit in Adigrat, on-site visitation, with HE State Minister of Industry Dr. Mebrahtu Meles,
28.9.2014
HE State Minister of Industry Dr. Mebrahtu Meles, Meeting at AGORO LODGE, Adigrat, 29.9.2014
Dr. Zaid Negash, President Adigrat University, 02.10.2014
Department of Marketing, Adigrat University, 3 representatives (contact details pending) 02.10.2014
Dr. Debesaye (D), UNIDO Beles Project Technical Coordinator, Mekelle, 04.10.2014
Meeting with Helvetas, Mr. Ato Bahre Embaye (AB): Senior Expert Helvetas Ethiopia Beles SUNRise Project,
Tigray and Mr. Berhane Hailu (BH), Project Manager, Helvetas Ethiopia Beles SUNRise Project, Tigray,
Mekelle, 03.10.2014
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1.3. UNIDO Beles Processing Unit Hall Tour: assessment of present status
1.3.1. Beles Processing Unit, on-site visitation, Adigrat, 23.9.2014, 11:30-13:00
Participants: Dr. Debesaye (Technical Project Coordinator), Ralph Liebing (UNIDO Consultant), Andreas G. Andiel
(UNIDO Consultant), Filmon Lebelo (GAFÉIAS Consultant)
We discussed on-site the renovation progress, especially the lacking connection from the transformer (street side)
into the two, as well as the inexistent installation of high voltage electrical supply for the arriving of the machines.
Detailed construction and installation plans (e.g. water and sewage management; electrical installations) as well as
relevant documents have been requested. This is necessary in regards of the upcoming project submission to the
Austrian BMEIA, Section VII.
Budget for renovation: ETB 500.000; 4 instalments: 20, 30, 30, 20%
Hall 1 and 2 - connecting passage, September 23, 2014 (Adigrat)
Hall 1 - modification, Beles supply area, September 23, 2014 (Adigrat)
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Hall 2 – unfinished state, September 23, 2014 (Adigrat)
1.3.2. Beles Processing Unit in Adigrat, on-site visitation, with HE State Minister of Industry Dr.
Mebrahtu Meles, 28.9.2014, 10:00 - 11:00
Participants: Dr. Debesaye (Technical Project Coordinator), Ralph Liebing (UNIDO Consultant),
Andreas G. Andiel (UNIDO Consultant)
HE State Minister of Industry Dr. Mebrahtu Meles and UNIDO Consultants raised several questions in regards
of the renovation process or the Beles Processing Unit:
Hygiene measures: special coating of floor and walls (oil paint?)
Open roof measures
Electricity supply: sufficient high voltage 380 V plugs according to machine outlets?
Question regarding emergency backup generator
Timing for connection of high voltage cables from the transformer to the industry halls
Sewage water management in the machine hall
Adaption of the lighting system according to the necessity of work places related to the machines
Questions concerning process description related to delivery, weighing and intermediate storage delivered
Beles.
Questions concerning outfall of machines and emergency measures
Is there a tender for the Cold Store and Deep Freeze Warehouse (not yet considered) for the second industry hall in Adigrat?
Question concerning the utilization of biodegradable waste.
Off season production: for which commodities the machines could be of interest?
There is sufficient space available for extension buildings according to project phase II. and III. on the
premises.
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Beles processing unit, on-site visitation (right to left) HE Minister of Industry Dr. Mebrahtu Meles, Dr. Debesaye, Building Constructor, Ralph Liebing
1.4. Excursion to Irob, Alitena
1.4.1. Field trip from Adigrat to Irob Region, Dohan Village, Alitena Village; 25.9.2014, 09:30-16:30
Participants: Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant), Filmon Lebelo
(GAFÉIAS Consultant);
Vehicle: 4x4 Toyota of University Adigrat
On our way north to the Eritrean border we observed and documented (photographs) extensive wild collection
potential for Beles.
Our observations were focussed on the general life conditions of the rural population, their settlement and
agricultural structures, water supply, public transport, road conditions, as well as general infrastructures, e.g. schools
and medical infrastructure; this especially in order to meet the requirements of the Austrian BMEIA regarding
documentation.
Welcome reception by the Mayor of the settlement of Dohan (Eastern Zone of Tigray Erob Wereda Office of
Agricultural and Rural Development).
Introduction to Hagos Yasin, Development Agent of Eastern Zone of Tigray Erob Wereda Office of Agricultural
and Rural Development in Dohan.
(1) Interview with Hagos Yasin:
Irob region consists of approx. 500 households, 5-6 persons in average which results in approx. 3.000 inhabitants.
Within a 40 km radius the Development Agent of the Agricultural and Rural Development Office of Irob in Dohan is
supporting approx. 2000 farmers regarding farmers in their agricultural development with the help of 10 extension
workers on motorbikes.
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Based on an agreement (MoU) between FAO and UNIDO regarding the Beles project, the extension workers will be
assigned for a Train the Trainer programme which will enable them to train the farmers according to the necessary
high standards for Beles production, harvest, storage and transportation.
Farmer’s visitation:
Mr. Jonas, Farmer in Dohan, and 2 Farmer colleagues
cultivate a high number of Cactus varieties
are owners of a huge range of land
demonstrated Beles pears for tasting
showed us how to prepare cattle feed out of Beles cladodes
Beles on Cactus, wild growth, Irob Region
Farm with Beles – view from the rock church Abuna Abraham Debre Tsion
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1.4.2. MEETINGS & REPORTS in Mekelle, Adigrat and Irob Region, Alitena, 20 September – 05 Oct. 2014
1.4.3. Dr. Debesaye H. Senbeto, UNIDO Beles Project Technical Coordinator, Mekelle 20.9.2014,
16:30-17:00
Participants: Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant),
Filmon Lebelo (GAFÉIAS Consultant)
Briefing:
Introduction of Ralph Liebing according his core expertise
Introduction of the current UNIDO mission: filling gaps and swift procedures of implementation process
Introduction of Addisu Alemayehu, Ethiopian Institute of Agricultural Research, and suggested ToR in order
to guarantee success of the upcoming project phases
Planning meetings with Dr. Debesaye in Adigrat
Pointing out that it is critical to identify export chains
Focussing on the quality of Beles fruits
Clarifying 2 types of cooperatives: farmer cooperatives and collectors cooperatives
Option of meeting at UNIDO field office regarding Beles project to take place October 3 with an alternative
date October 10, 2014.
1.4.4. Meeting with Mr. Ermios, Co-Director of SME - Small and Micro Entrepreneurs Agency in Adigrat,
23.9.2014, 13:30-15:00
Participants: Dr. Debesaye (Technical Project Coordinator), Ralph Liebing (UNIDO Consultant),
Andreas G. Andiel (UNIDO Consultant), Filmon Lebelo (GAFÉIAS Consultant)
Mr. Ermios is supervisor at the SME - Small and Micro Entrepreneurs Agency Adigrat based on an 18 years’
experience in his professional field. SME, which has been established by the Ethiopian government, cooperates and
organizes jobless students who graduated from Universities in different fields and links them to cooperative
businesses in urban areas and/or farmers in rural areas. SME slowly expanded from rural areas into urban areas.
SME is providing trainings for youth cooperatives and provides support in developing business plans.
Students are organized e.g. to work for cobblestone pavements in order to generate funds for upgraded businesses.
If they are ready to finance 20% of the investment for their business, governmental micro-loans of 80% will be added
in order to start their entrepreneurship, which needs to be paid back within a period of time – 98,4% are able to pay
back within 2-3 years. SME practices therefore a kind of rotary finance system – all back payments are used for
further funding in order to create more small enterprises. SMEAA generated huge experience accordingly, so far
5.540 jobless young has been supported successfully in rural and urban areas.
In the light of Beles processing unit Mr. Ermios and Dr. Debesaye explained that approximately 170 jobless youth
shall be recruited to work in the factory – based on 20% start-up budget they already generated. Therefore those
young members of the Beles factory team will participate in the business regarding ownership. The delivery and
installation of the machines in the Beles processing unit is a benchmark for SME regarding warranty to start the
recruitment process. Dr. Debesaye will focus on the moment the machines will arrive in the harbour of Djibouti City
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– pushing its way to Adigrat. Immediately after arrival and installation the focus will be turned on the trainings for
the recruited young people – general training in relevant fields including rural entrepreneurship development
training.
Recruitments are taking place in rural areas for harvester cooperatives and in urban areas for collector cooperatives.
Job descriptions are to be developed in time for all positions needed in the Beles processing unit, the farmers and
collectors’ cooperatives - e.g. mechanical engineers, technicians, cleaners, and staff for loading. Dr. Debesaye
prepared job profiles already.
Producers versus farmers respectively farmers cooperatives need to directly deliver to the collector cooperatives
respectively to the Beles processing unit. Middleman needs to be excluded in order to minimize the value chain –
this is also in the sense of FAIRTRADE procedures. The technical terminus for this procedure is ‘direct sales’ – farmers
deliver directly to collectors of the factory – the factory delivers directly to wholesalers or/and retailers or/and other
potential buyers.
Contracts will be prepared between the farmers and collectors - regarding start-up budget from micro finances to
buy Beles. Beforehand it is crucial to establish a demand for Beles at local, national and international level, which is
specifically UNIDO’s role in the project. UNIDO will provide the needed market-accesses. A number of wholesalers
and retailers have been already met by UNIDO consultants in Addis Ababa during mission week 38/2014. It has been
pointed out that measurable quality matters and special PR-measures will be prepared step by step. FAITRADE
standards will be implemented in order to guarantee a fair system of income for the identified farmers, women and
youth. The development of an attractive brand-name will be launched in form of a public contest in Ethiopia and a
test phase amongst consumers after a committee has selected the best nominations.
The corresponding logo is advised to be developed by professional graphic-designers.
Finally the topic of transparent cash-flow procedure to the farmers has been on the agenda.
This foremost as this topic was regarded as unsatisfactory laid out to the Austrian Development Agency ADA, as
significant project-donor.
Contracts will clearly indicate the paid amount (equivalent to start-up budgets for youths recruited by SME) and
payment time frames (periods) from the collector’s cooperatives (factory) to the farmer’s cooperatives. The contract
must include standards regarding quality and price of the products creating a win-win approach for either partners.
UNIDO consultants asked for samples of these contracts before the end of October 2014 in order to attach them as
proof to the fund submission documents to the Austrian Ministry of Foreign Affairs/ADA.
Dr. Debesaye pointed out to make use of the time-gap between October 2014 and April 2015 (the off-season
regarding Beles) to organize youth cooperatives, execute recruiting’s as well as to conduct all relevant trainings.
1.4.5. HE State Minister of Industry Dr. Mebrahtu Meles, Dinner, Adigrat, 27.9.2014, 20:00-22:00
Participants: Dr. Debesaye (Technical Project Coordinator), Ralph Liebing (UNIDO Consultant),
Andreas G. Andiel (UNIDO Consultant), Filmon Lebelo (GAFÉIAS Consultant)
Invitation by HE to attend traditional dinner. Informal exchange of different more general aspects about
Ethiopia, its relation to Eritrea, the political situation in Eritrea and the necessity to implement further
projects to fight youth unemployment and to create new business opportunities.
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1.4.6. HE State Minister of Industry Dr. Mebrahtu Meles, Breakfast, Adigrat, Hotel Canaan, 28.9.2014,
09:00-10:00
Participants: Ralph Liebing (UNIDO Consultant), Dr. Debesaye (Technical Project Coordinator),
Andreas G. Andiel (UNIDO Consultant)
HE informed about his planned visit to Vienna coming November 4 and 5, 2014 to attend a special meeting by
UNIDO about industrial development in Ethiopia and Senegal. In his ongoing conversation with Ralph Liebing the
idea was established to arrange a number of high ranking meetings in Vienna with HE. Ralph Liebing suggested a
meeting with the Director of BOKU, the University of Natural Resources and Life Sciences, Vienna, in order to
establish close relations with the University of Adigrat with focus on land degradation management and landscaping.
Furthermore a meeting with the new designated General Director of the Austrian Development Agency, Federal
Ministry of Foreign Affairs (BMEIA, Section VII.) accompanied by a high ranking UNIDO representative was
suggested.
1.4.7. HE State Minister of Industry Dr. Mebrahtu Meles, Meeting at AGORO LODGE, Adigrat, 29.9.2014,
10:15-11:15
Participants: Dr. Debesaye (Technical Project Coordinator), Ralph Liebing (UNIDO Consultant),
Andreas G. Andiel (UNIDO Consultant);
Further aspects of the Beles project were discussed.
1.4.8. Dr. Zaid Negash, President Adigrat University, 02.10.2014 09:30-09:45
Participants: Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant),
Filmon Lebelo (GAFÉIAS Consultant)
Check-Out Meeting including oral intermediate mission report;
Meeting arrangement with Adigrat University Marketing Department;
Landscape Tigray
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1.4.9. Department of Marketing, Adigrat University, 3 representatives (contact details pending)
02.10.2014, 14:00-14:30
Participants: Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant),
Filmon Lebelo (GAFÉIAS Consultant),
After mutual personal introduction the question was raised whether the department had any knowledge about
the Beles project and abut its current status. The members of the Marketing Department stated that they had
heard about the existence of the project by the Agricultural Department last year, but they have not been
updated ever since. Ralph Liebing suggested the exchange of email addresses and project updates per email
(Annual Report). Furthermore RL pointed out that the project is following a new approach for Ethiopia which is
the certification of Beles according to the FAIRTRADE and organic wild-collection standards. Furthermore RL
pointed out that those marketing activities in connection with certified fair-traded organic products must follow
a totally different marketing approach as non-certified products. He offered the department an upgrading of the
general food marketing knowledge by supplying them with basic issue-related information by mail. He also
announced the possibility of special training unit for the department concerning this topic within his next
mission and presence in Adigrat. This was received with high content by the visiting three members of the
Marketing Department. Information leaflets about FAIRTRADE certification as general information were handed
over.
1.4.10. Meeting with Helvetas, Mr. Ato Bahre Embaye (AB): Senior Expert Helvetas Ethiopia Beles
SUNRise Project, Tigray and Mr. Berhane Hailu (BH), Project Manager, Helvetas Ethiopia Beles
SUNRise Project, Tigray, Mekelle, 03.10.2014, 16:40 – 17:30
E: [email protected], M: +251 914 788692
Participants: Ralph Liebing (RL) (UNIDO Consultant), Andreas G. Andiel (AGA) (UNIDO Consultant),
Filmon Lebelo (GAFÉIAS Consultant)
AGA/RL Meeting Agenda: Helvetas role as stakeholder in the UNIDO Beles project Who is giving farmer trainings for 15.000 estimated small hold farmers in 8-10 regions? Who is writing the ToR for plucking sticks and palettes Who is estimating facts and figures regarding expenses of production and delivery of the sticks Who is organization the Beles transports to the Beles processing unit?
YTD’s Meeting preparation support concerning the role of Helvetas: 1. Trainings for farmers 2. Quality analysis and labelling in cooperation with MU and AU 3. Assisting in market linkage / value chain development 4. Assisting to prepare technical specification and cost estimation of harvesting tools 5. Advisory service for the cooperative establishment and management 6. Farmers training: Adigrat University in cooperation with TARI will give on farm trainings for farmers UNIDO - will give TOT for AU and TARI experts 7. Pallets and packaging materials are already considered by Dr. Debesaye.
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Minutes:
Introduction of topics by AGA and RL:
Is there an idea when all of the estimated 15.000 Beles farmer shall have access to the market? The cooperation
process needs to start at the first possible moment from now on. ToT (training of trainers) needs to be started at the
soonest possible moment. Also, improved harvest technologies needs to be introduced to approximately 16000
farmers in 8 Woredas. 16.000 harvesting sticks should be available until the final phase of the BELES-project. It needs
to be clarified if one or two harvesting sticks per farmer are needed.
AB reports about Helvetas trainings for 5 Woredas, which has been given for 320 households respectively small
holder farmers. Harvesting sticks need to be purchased directly by Helvetas, the prototype works very well. The
handle could be of wood, the basket is metal (springs)
Helvetas designed prototype of Beles harvesting tool
Helvetas sells it for ETB 80 to farmers. If it is not affordable a discount will be given (ETB 50). Eventually UNIDO could
pay a certain percentage for each harvesting tool. If it is still rejected by the farmers it has to be made clear that only
undamaged Beles with highest quality will be bought by the Beles processing unit in Adigrat in order to meet the
expectation of the markets. This rule of purchase will certainly stimulate the acquisition of the new harvesting tools.
SME could produce the tools in order to provide another chance for business development.
Training of model-farmers: for each region farmers will be selected who will function as models for the surrounding
Beles-farmers.
BH informs about a previous meeting with YTD and Dr. Debesaye about the same topics (harvesting methods and
trainings) – there should be minutes available!
Regarding time schedule and work plan: responsibilities have to be clarified, who is doing what, where and in which
time? A stakeholder meeting has to be arranged accordingly. Concentration on concrete time frames and steps of
implementation is essential in order to use the time of 6 months until the opening of the Beles processing unit in
April 2015 so not to miss the Beles fruit season 2015.
Ms. Meresu G/ner (Beles Collection and Distribution Manager, Helvetas) could give training regarding quality. She
will provide data regarding prices. (See report of meeting in AA 8.10.)
Beles handling with gloves at the de-prickling tables has been discussed.
Pickup trucks will deliver Beles to the Beles processing unit. Cartoon type or plastic type of fruit crates have been
discussed. Production of crates could be implemented in Mekelle.
Statistics regarding Beles related population per Woreda is available at Helvetas.
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In cooperation with Beles project experts Meresu is capable to develop characteristics for Beles regarding quality
standards by size, taste, colour at the soonest, in order to meet market standards for different regions: e.g. Irob-
type, Adigrat-type; focus on one variety which is most liked by the majority of consumers and focus on more
research at Adigrat University on that variety
BH explains again the role of Helvetas:
Ad 1. The Training of farmers is included in the 2015 plan of Helvetas. It will be given at first in 2 Woredas close to
Adigrat, where Helvetas is working already. The training of farmers will be expanded according to the increasing
Beles supply for the processing unit.
Ad 2. Quality analysis and labelling in cooperation with MU and AU; grading and sorting of varieties regarding taste;
RL points out that Beles needs to be introduced to the markets as Beles commonly is not known by consumers; BH
informs that Beles from Adigrat are well known to customers e.g. in Addis Ababa as fresh and tasty as well as easy to
handle; BH discussed the need of branding indicators such as taste (sour) as well as contents of vitamins – start the
most easy way. Quality analysis and labelling needs a budget as well as cooperation with MU and AU.
BH recommends delivering literature elaborated following the Helvetas 2009 Beles workshop to RL. Quotation:
Propagation, Ecology and Cultivation of Temperate Zone Fruit Trees (Almond, Apple, Apricot, Cactus Pear and Plum).
Ed.: The Italian Society for Horticultural Science. Food and Agricultural Organisation of the United Nations. Project
CGP/ETH/073/ITA. Addis Ababa, 2009.
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Ad 3. Assisting in market linkage / value chain development: domestic market needs not much input from the
project; BH points out that it is not very profitable to deliver Beles from Adigrat to Addis Ababa. Helvetas will
contribute very little to this point. RL points out that the market in general needs to be conquered with premium
quality – no matter with or without FAIRTRADE or organic wild collection certificate. BH stresses an assessment of
the markets in Addis Ababa which are full supply by street vendors of low cost Beles.
Street vendors in Mekelle selling Beles for ETB 1,-- per fruit
RL informs that the project tries to reach specific super markets in Addis which will take some time. We will start
with a small segment of high quality Beles for a higher prize. In addition international 5 star hotels will be addressed
as well as Ethiopian Airlines. BH pushes to focus on the penetration of international markets forced by UNIDO. He
estimates a low chance for domestic market for high quality Beles. RL introduces Middle East countries as prior
target and points out that the import of fresh fruits to Europe by airfreight is increasingly unpopular by European
customers. On the other hand processing and added value has a higher chance in Europe. He introduces a special
market research concerning brands and ranges and prices at the most significant food-markets of the EU executed
by master-programme-students of the BOKU-University of Applied Life Science in Vienna in the coming winter-
semester 14/15 which will deliver interesting and valuable background information for further product-development
of Beles
Ad 4. Assisting to prepare technical specification and cost estimation of harvesting tools:
Helvetas: the estimate of numbers of tools will be provided by the time harvest is starting. (Comment AGA: at that
time it might obviously be too late already). Fruit crates: cartoon crates caused high spoilages. RL requested
prototypes of crates as well as pictures. Crates shall provide space for 1 layer and needs to sustain 2 way transports
to and from Addis Ababa.
The cooling systems of the Beles processing unit have been discussed.
Ad 5. Advisory service for the cooperative establishment and management:
FAIRTRADE certification in identified areas will be executed by one certification body in combination with Organic
Wild Collection. This helps to safe costs.
The Regional Cooperative Agency (a governmental body within the Bureau of Agriculture) is organizing cooperatives.
RL point out the importance of an Umbrella Cooperative Organization for all involved cooperatives in terms of cost
reduction measurements with the certifications.
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ToT issue: Helvetas will provide trainings in cooperation with Bureau of Agriculture & Rural Development and the
Regional Cooperative Agency. Trainings need to be started as soon as possible in order to meet the upcoming
harvesting time April/May 2015. BH suggests immediately to start with awareness trainings in order to increase
sensibility and to identify communities as supply areas. A sensitive topic is the flow of general information which
strictly has to follow realistic facts & figures in order to avoid over-expectations.
The Ownership of the Beles processing unit must be clarified; the enterprise needs to be registered at the soonest.
Recruitment needs to be started – who shall operate the machines? Who will be responsible for sales & marketing,
who is estimating the number of tons for the market?
BH: A soon meeting of the steering committee needs to provide a clear governing action plan and to make key
decisions and update schedules.
Also, a cautious approach concerning the recruiting of Beles-farmers needs to be considered. The magic figure of
“15.000” Beles-supplying smallhold-farmers can only be reached if all processing- and marketing-related
developments manifest as planned.
The mission report shall be sent by Aurelia Calabro to the Steering Committee in order to provide necessary
decisions latest by the end of 2014 or early 2015.
1.4.11. Dr. Debesaye (D), UNIDO Beles Project Technical Coordinator, Mekelle, 04.10.2014, 10:00 – 11:00
Participants: Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant),
Filmon Lebelo (GAFÉIAS Consultant)
Minutes:
YTD shall send Palermo 2013-11 report including photographs of the practised special cactus pear harvesting
methods in Sicily. In addition the minutes of the meeting of YTD with Helvetas in August 2014 are requested
especially in regards of discussed harvesting methods.
FAO cooperation with UNIDO has been discussed; a MoU will be prepared by both sides.
Helvetas is member of the Steering Committee (Mekelle University - MU, Adirgat University - AU, TARI, TAMPA,
SME); Laboratories are available; Product development; Adigrat University is mandated for research, cactus
development; Dr. Mebrahtu established relationship to University Palermo; International Cactus forum: starting a
modern cactus farming system, including small holder farmers, organisation in cooperatives; improved harvesting
sticks, implementation of an organic compost system.
“Palermo” harvesting method: Dr. Debesaye reports about a special harvesting method used in Sicily, Italy;
Special cactus pear harvesting clothes are in use – in order to get very close to the plants without getting injured.
Small parts of the cladodes are removed with a knife while harvesting the cactus pear; the fruit remains completely
closed that way (the bottom of the fruit) which is increasing the shelf-life significantly. No fermentation can start
and no bacteria will enter the fruits. Moreover ladders are used in order to reach the fruits as close as possible.
RL and AGA asked for the Palermo report (which has been received meanwhile – the “Palermo” harvesting method is
not mentioned in the report, no photographs are provided). However, a manual harvesting is requested in analogy to
the “Palermo” harvesting method. Farmers needs to be trained and motivated to harvest according the new method
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with a small amount of cladodes remaining on the fruit; the new harvesting method is important especially for the
export market;
RL considers visiting Beles-plantations in Sicily to study the harvesting method and the packaging & logistics;
D.: Israel uses also a new harvesting method, using a tool with a mechanism like a pistol or a gun; the cactus fruit will
be removed from the bottom without harm; RL asks about details; could we get a sample of the harvesting tool from
Israel? D.: YTD has established contacts to experts from Israel supporting the feasibility study, who needs to be
contacted accordingly; Dr. Debesaye points out, that Helvetas’ harvesting basket mechanism should be used only for
Beles for the local markets as farmers still will damage Beles if not using to tool properly.
RL: if this is the case, there will be two different qualities of Beles; this is unrealistic and has to be avoided. The
farmers have to learn that only undamaged Beles will be purchased at the processing plant. To achieve this
comprehensive supply is most essential - all involved farmers needs to be equipped with improved harvesting-tools!
D.: Beles processing unit capacity: 4 tons per hours / 32 tons per day
Helvetas shall provide fruit crates; RL explains that fruit crates for export must meet certain standards for shipping;
special crates must be organized; D.: sample in Addis Ababa; RL: are there pictures? D.: YTD can provide pictures RL:
investigate fruit crates standards for export; RL will send this information to D. and YTD.
D.: there are packaging factories in Addis Ababa, using a strong material, strong paper, strong covers for the corners;
The final marketing report from the Tunisian expert has been delivered. Access market according delivered
marketing studies. However, export of Beles from Ethiopia never happened before;
Contact the Ethiopian Diaspora in Gulf Countries as well as in Austria and Germany.
RL, AGA: Revenue re-calculation: re-calculation including a tendency to export market; benchmark re-calculation;
Establish cooperatives and start the trainings accordingly as soon as possible in order to meet the next Beles season
early 2015. Training experts for training will be assigned by FAO, Helvetas, TAMPA, SME, MU, AU und UNIDO;
Establish cooperatives in a distance equal to Irob (Alitena); RL: training must focus on reaching premium quality for
all markets, not only export;
D.: Transport; Buy 6 Cold Storage Trucks, 4 tons per lorry; transport to Mekelle Airport and Addis Ababa (3 to 5 days
trips); RL: use open space in cooling trucks of other companies who deliver goods to Adigrat area as alternative as
many of them normally return to AA empty.
D.: The project needs immediately one permanent staff member to support him in Mekelle office as well as
regarding all activities in Adigrat;
RL: A cold storage and a deep freezer are most essential to be procured for Adigrat. This would facilitate to buy all
Beles available and provide processing work for the off-season to a part of the approx. 180 workers & staff.; D.:
during 2nd phase of the project; has identified a company in Addis Ababa, the prize has already been investigated
(lower that the prize for the machines); a cold storage for 5 till 6 degree Celsius would be sufficient for the 1st phase;
dimension: 10m * 17m; there is also cold storage space at Mekelle airport; D. mentioned that the cold storage at
Mekelle airport is still not functioning; clarify with the project manager regarding cold storage purchase;
D. asks regarding the role of RL in the project; RL: practical product and market development based on the market
feasibility studies and the results of BOKU’s market research in the EU as much as his long-time know-how and vast
international network; developing a new quality-type of Beles (premium quality), relying on the promotion & sales
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advantages of FAITRADE and organic wild collection standards and certification; fair distribution must be
guaranteed, in order to increase income for the benefiting farmers and to sustainably improve their living conditions;
middleman are to be excluded; D. is in line with that, he points out that we never have to allow middleman to come
in between; D. is also in line with FAIRTRADE; focus on those very strict standards and executed annual FAITRADE
audits; RL: Focus on capacity building and more professionalism also; D.: focus on best technology; RL: prepare for
entrepreneurship, for hand over to the new owners of the Beles processing unit; D.: focus on university graduates,
young jobless, and form cooperatives; we need to establish the project office as soon as possible in order to
constantly cooperate with the governmental Cooperative Agency; RL would like to visit that agency;
D.: we need start-up money for a minimum of 2 months; will it be covered by SME as seed money for the young
jobless? Who is covering the pre-start running costs?
D. calculated expenses for the first 2 months – about ETB 1,000,000 -2,000,000 / USD 50,000 – 100,000;
RL: Project phase 2: processing marmalade, juice etc. (based on research results of BOKU* and results of feasibility
study) – write business plan as soon as possible; phase 2 needs to be implemented as soon as possible as to secure
higher income through added-product value; D.: need additional machines; we need a project design based on
engineering work and financial analysis;
RL: BOKU Vienna: marketing study development starts October 15, 2014, producing product related surveys;
Office / car of D. in Mekelle: D. covers expenses from his UNIDO salary and covers also car costs; ETB 12,000 – 15,000
are still left, which covers expenses for the upcoming 6 months, in average ETB 2,000 per month. D. suggests buying
a car for the project which cost about USD 30,000
D. hands over “Terms of Reference for Civil Works for the Improvements, Renovations and Rehabilitation of Beles-
Agro-processing plant Building in Adigrat, Northern Ethiopia”, 23 p.
Cactus-Fruits from Italy on sale in German supermarket-chain, summer 2014 (1 kg €uro 2.38 = ETH 59.00)
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Chapter 02
Market Development
Author: Ralph Liebing
2. MARKET DEVELOPMENT
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2.1. Mission task The task concerning market development in this mission was focused on surveying all possible and important
contacts in the country. We met and spoke to individuals or groups of persons who could either give ongoing
information, provide effective support or have the potential to become partners.
The fields of survey consisted of:
national market support
export-market support
quality management, prices and pricing
distribution and logistics
wholesale & import
retail
producer
hotels, catering, cafés
associations (national & international promotion support)
agencies (national & international promotion support)
2.1.1. Reference to Draft Preliminary Market Study
(of Sept. 2014) and Draft Communication Strategy (of June 2014) by Ms. Mastouri Manel
It is well aware that there is a number of valuable research-data, references and recommendations deriving from these 2 publications. They all are well appreciated and will certainly be taken into consideration by the marketing-team from case to case.
2.2. Introduction to Market development One of the centrally important areas in the whole Beles-project is the sales of its products – in phase 1 the fresh Beles-fruits and in phase 2 the product range of processed Beles like jams, juices etc. To create the best possible starting position with the highest long-term impact in the areas of sales, the classical
5 Ps of Marketing will be considered and applied in practise:
1) Product 2) Price 3) Package 4) Point of Sale (POS) 5) Promotion
2.2.1. Product As in Phase 1 of the project solely fresh Beles will on disposal, the task is not all that difficult – or – difficult enough when it comes to deliver the BEST QUALITY POSSIBLE. To achieve this, a definition and a special product-standard have to be developed. A PREMIUM standard who is outplaying the existing and low product-standard of Beles on the market.
Most important: as the fruit is not harmed any longer during harvest, fermentation will be impeded which is significantly extending the product’s shelf-life.
Compared to the existing quality standards of Beles on the market in Ethiopia, Beles supplied by the UNIDO-project will be marketed in PREMIUM QUALITY. It will be:
carefully handpicked at the right stage of ripeness
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picked with a new harvesting technique not harming the fruit’s cladodes and preventing fermentation
hand-selected at the gate of the processing plant in Adigrat
carefully washed and de-spined
stored in technically appropriate crates and coolers
transported in cooling trucks to the POS (points of sales) in the country or to the export-hub.
This up to now unfamiliar product-quality consequently will be welcome for sale and use in
retail-supermarkets
fruit-shops
hotels, restaurants, coffee-houses (juices, smoothies, cakes, fruit-salads +++)
catering services
airline catering
2.2.2. Price We were able to precisely investigate about national Beles-prices and pricing. The fact that we will supply Beles in premium quality to buyers & clients allows the project to calculate a slightly higher retail price (approx. +15%) which also is positively influencing the margins for the venders.
2.2.3. Package
Packaging is very crucial in two ways: firstly for a careful transportation to the POS or other user and secondly concerning attractiveness in the shelves of supermarkets. This asks for suitable transportation in appropriate crates still to be identified plus a variety of packages for the end-consumer to take home Beles from the different POS.
2.2.4. Points of sales (POS) We were able to meet a representative number of owners of supermarkets and supermarket-chains in Addis Abeba and the conclusion of the interviews is very valuable for the preparation of fresh Beles sale for the coming season of 2015 it gives clear direction about certain expectations.
2.2.5. Promotion Promotion measures to raise attention amongst consumers can be manifold. The least expensive measures are connected to tastings in the diff. POS on days with high consumer frequency, linked with special offers of BELES. Additionally eye-catching-devices for the shelves will be applied. Also, special information-leaflets or folder will be produced to give valuable back-ground-information about the source of Beles. This kind of promotion is called „product with a face“ and is the contrary to anonymous products from „somewhere“ who are beneficial solely the vendors and not a group of people like in our project! Other forms of promotion have to be considered specifically and more precise in relation to costs & effects to be expected like advertisement in print-media or even TV-spots. The least expensive pro-activities always are connected to action by people involved as they are authentically presenting their product to the consumers.
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2.3. Special Marketing Features for Beles from the UNIDO-project:
Today’s world of trade is full of tough competition. To establish a market for a new product is challenging and asks for a sequence of different and important things like:
an appealing brand
best product quality
appropriate and eco-friendly packaging
reasonable price incl. attractive margins for the entire supply-chain
accurate survey and observation of the selected sales-channels
professional networking and key-account management
sales-activities
PR activities
+++ The starting position for marketing Beles descending from a huge initiative like the UNIDO-project for Eastern Tigray is different to a product launched by an average company of a big agro-industrial or food-industry business. Beles as a „product with a face“ All products from the plant in Adigrad have a unique story to tell. A story about the smallhold farmer growing and picking Beles, as much as about of the unemployed youth at the processing plant in Adigrat, obtaining a chance to self-organise their professional careers for the future. The success-potential for Beles as a so called „product with a face“ is high, much higher as of a product from „somewhere and of somebody“. Central advantage: the ability to tell authentic life-stories connected to the product. This makes a difference with the consumer/buyer if they learn that by their purchase they do not only do something beneficial for themselves (tasty & delicious Beles) but also will support a meaningful project for live-improvements of some of their country-fellows (or poor smallhold-farmers in Ethiopia) in despair and need.
Advantages through FAIR TRADE and Organic certification On top, another upgrading for Beles will occur by participating with the professional FAIR TRADE-certification system plus receiving the valuable Organic-Wild-Collection certificate. This has a high impact when it comes to marketing processed Beles-products from Tigray to the EU and other export markets. The FAIR TRADE philosophy has been very well received amongst consumer of the Western
markets since the last decades. With the FAIR TRADE philosophy a strong market-relevant movement has developed and the will of the consumers to pay a little extra for those special products is well established in society meanwhile. Furthermore, it has become „chic“ for all notable companies in the food-processing industry to introduce a FAIR TRADE segment in their product range. FAIRT RADE-certified products like coffee, tea, juices, spices, rice, cotton, fruits etc. have reached main-stream status in the markets of the EU as well as USA & Canada. In Germany (2012) in 36.000 points-of-sales FAIR TRADE products were sold. 18.000 gastronomic businesses offer FAIR TRADE products and 200 companies produce and process products under the FAIR TRADE standard. www.en.wikipedia.org/wiki/Fair_trade Important links for further information:
http://www.fairtrade.org.uk/
http://www.fairtradeafrica.net/
http://doku.cac.at/eza_sd_englischneu.pdf
www.fairtrade.net/fresh-fruit.html
The costs for the FAIR TRADE certification are affordable in relation to the achieved advantages on the markets. The special PGS-certification system has been developed for this purpose (see 3.7.)
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2.4. Introduction FAIR TRADE
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2.4.1. Quick Entrance Request to Fair TRADE
This is the first official step to start with the development of integration of BELES into the FAIR TRADE certification. It was implemented on September 19, 2014.
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2.5. Why Organic Wild Collection
Source & © Imo – Institute for Market Ecology - www.imo.ch
Organic certification to gain access to high quality markets
Trade in “organic” wild products is becoming more and more important, not only within the food sector
but also in the personal health care and the medicinal herb sectors.
For certified organic products, producers can, therefore, expect either a higher price, improved market
access or both.
Organic certification to enhance sustainability
Sustainability is a long-term concept that requires producers to look into the future as much as to the
present. For generations, many societies have harvested from the wild at a sustainable level, but changes
in these societies resulting from population growth, conversion of land to agriculture as well as for the
global popularity of herbal products today, are leading to higher levels of harvesting that not only threaten
species’ survival but also local livelihoods. Organic certification has to its aim that the collection of wild
crops does not endanger the ecosystem and that the collected populations endure despite harvesting.
Organic certification for safety and quality control
One important aspect of organic certification is the implementation of a traceability system which allows
to track a product from its collection area to the finished product. In this way, it is guaranteed that the
organic quality of the product is maintained. In addition, traceability is crucial for food safety and quality:
the better and more precise the tracing system, the faster a producer can identify and resolve food safety
or quality problems.
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2.5.1. Basic Principles of Organic Wild Collection
Plant products which are grown in the wild can be certified as organic. But not every plant collected in its natural habitat can be considered as organic. The following basic principles need to be applied: Only Naturally Grown Plants (without any agricultural measures)
Clearly Defined Collection Area (The Certification applies to plants grown in an approved area. The area itself is not certified.)
Clean Collection Area: No un-allowed inputs and potential sources of contamination in the collection area
Sustainable Collection: Collection must not threaten the stability of the plant population or the ecosystem
Full Traceability: All activities from the collection area to the sale of the products need to be documented in detail
The regulation about organic wild collection is very vague. Thus, the efficiency of certification is highly
dependent on the responsibility of the certification body. Long-term effects can only be assured by
choosing a high quality certification body.
2.5.2. Special Proceedings for Certification and Quality Assurance
Description and evaluation of the plants and part of plants to be collected Definition of collection methods No endangered plants are certified A list of approved collectors is defined before collection Development of Internal Collection Rules Emphasis on collectors knowledge and training on Sustainability issues:
- Limits of the collection area - Identification of species - Collection methods for the different species - Intensity of the exploitation - Collection only at correct physiological state of species - Botany and reproduction cycle of species - Frequency of visiting the collection area - Postharvest management
Design of a Collectors Manual including - general rules for collection - description of collection methods - Plan monographs for the most often collected species
Control of the complete supply chain - field verification of the collected plant populations - visits and interviews with the collectors - control of collectors post-harvest management - inspection of each purchase centre
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2.5.3. Procedure concerning certification-process of organic wild-collection of BELES (information based on a telephone-conversation between Ralph Liebing and Joe Ritt, Manager of ABG International Certification
Agency from Austria on Sept. 12, 2014)
Essential steps & requirements:
assessment of defined harvesting surface areas for BELES
accurate maps of the areas are essential
evidence of right to cultivate BELES
harvesting-records of BELES
proof that BELES have not been treated with chemical sprays and/or fertilizers within the last 36 months or
compulsory conversion-time according to diff. regulations (IFOAM, EU +++) = 36 months before allowed to
market product according to certified organic wild-collection
2 separate costs for FT & OWC certification
o there is a possibility of shared costs for both certifications in terms of travelling
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2.6. FAIR TRADE and ORGANIC: SUCCESSFUL TWINS on the sustainable food-market!
In order to reach the optimum of marketing advantages (as explained in the introduction about FAIR TRADE - 3.3) it is highly recommended to twin this advantage by certifying processed Beles-products to come under the OGANIC WILD COLLECTION Standard and – thus – having the advantage to participate on the fastest growing food-market in the world: ORGANIC.
The annual compendium The World of Organic Agriculture – statistics and emerging trends – offers a
comprehensive insight into this global story of success:
https://www.fibl.org/fileadmin/documents/shop/1636-organic-world-2014.pdf
In Europe there are a number of well-established national FAIR-TRADE organizations offering a wide range of FAIR TRADE and Organic FAIR TRADE Products. Here you can find an appealing and informative introduction about FAIR TRADE by the Austrian Organization EZA : http://doku.cac.at/eza_sd_englischneu.pdf
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2.7. Meeting with Mohammed Kiyar (MK), FAIRTRADE
Liaison Officer for Ethiopia and South Sudan, GAFÉIAS ETHIOPIA Office, Addis Ababa, 15.10.2014 12:00-12:30
T: +251 (0)920 053823, E: [email protected], [email protected]
Participants: Andreas G. Andiel (UNIDO Consultant)
Minutes:
MK is agronomist, graduated in business administration (M.A.), works as part time FAIRTRADE consultant; he is
expert, product manager and trainer in organic farming, takes part in research, project planning and management;
he established links to experts in organic farming in Israel; MK is expert in organic certification and horticulture
industry;
EUPIP (Brussels) is supporting in capacity building; MK established a strong link to EUPIP and recommends
application for funds for the UNIDO Beles project.
The FAIRTRADE Quick Entrance regarding Beles has been acknowledged; MK is also focussing on social auditing.
Codex Mendoza with Eagle sitting on Beles, Mexico, 16th century The Codex Mendoza is an Aztec codex, created about twenty years after the 1521 Spanish conquest of Mexico. It contains a history of the Aztec rulers and their conquests, a list of the tribute paid by the conquered, and a description of daily Aztec life, in traditional Aztec pictograms with Spanish explanations and commentary.
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2.8. Introduction to PGS (Participatory Guarantee System)
A smart control-system with high impact at affordable costs for small hold-farmers!
Impacts of PGS
PGS facilitated 1000s of small hold farmers to market together (e.g. in Uganda over 200.000 households for
export and 150.000 for domestic).
PGS provides stable and continuing access to markets (e.g. PGS groups in Uganda have been continuously
marketing for years and had assured income through participating).
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2.9. The 2 markets for Beles: National and Export The expected market share of the Ethiopian domestic market lies around 30%, for the export markets at around 70%.
This has to be looked at from the perspective of 3 possible product-groups which the project in its advanced state will be able to provide:
1. fresh Beles-fruits 2. semi-finished Beles products like seeds for oil, fresh or frozen puree 3. processed Beles-product under own brand
Thus, the split-up of 30 : 70 can only materialize in reality when all 3 product groups are fully produced and traded. The turnover and profit generation by selling predominantly fresh Beles is relatively low in comparison to exporting semi-processed or processed products, particularly if upgraded with special certifications like FAIR TRADE and Organic Wild Collection. The added product-value and higher prices consequently result in higher profits and will significantly contribute to an overall economic success of the project. Taking this fact into consideration, the launch of phase 2 = processing and the investments into processing units is of high importance!
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2.10. Key-success-factor processed BELES-products
“The vision is to process Beles into various products and become the largest supplier of high-quality Beles products to Middle East and European markets”
(Project vision, Feasibility-Study of Nov. 2013, p.8)
This very ambitious vision asks for prompt action, especially as there definitely is a market for processed Beles products from Tigray. These products have a realistic chance to be linked to the diversified markets of the EU and Middle East, as much as to the domestic market at the soonest possible moment, precisely already in 2015, the Year 1 of production. Especially the split-up of 30% for domestic market sales and 70% for export market sales indicates the necessary emphasis in market-development. Therefore: processing of fresh Beles into marketable products (upgraded by FAIR TRADE & Organic certification) must be seen as the key to success for the project and therefore should be implemented at the soonest possible moment.
This consideration also is connected to the fact that the availability of fresh Beles will exceed the absorption of the domestic and Middle East-markets and thus an instant start with basic processing-steps in Adigrat is a logic consequence. It is uneconomic to reject Beles from farmers if they comply with the quality-criteria. It is of significance that over-supply of Beles is not rejected but used for processing or – at least – storing in deep-frozen state for further use – also in the „dead-season“ after October. This time is ideal for processing the stored Beles-flesh into different products of the 1st processing category (jams, purées, syrup, dried Beles, seeds for oil). Premium quality is of high significance for the entire product range. To gain substantial knowledge about the existing products on the market, a comprehensive market survey is executed by master-course students of BOKU-university in Vienna from October 2014 until January 2015. 8 of the most interesting markets in the EU will be screened about existing products, brands and prices. This will provide us with valuable information for the further development of our product range in the future.
Process of determination for new products
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Another most important effect of the immediate implementation of processing in Adigrat is that it creates employment-opportunities beyond the Beles season and helps to fight un- or underemployment. This can be seen as in the light of a most effective off-season utilization strategy. The processing will start with products easy to process like jams, pulps, dried Beles for teas, raw-food & cosmetics, seeds for oil. This is labour intensive but cost-saving and no additional, expensive machinery has to be purchased. One investment still is essential to perform: the installation of a freezing-unit for storing Beles-pulp for further processing as well as a semi-processed product for sale. Additional investment cost will be manageable. But there needs to be sufficient and hygienically faultless space for this processing unit and the freezing storage in the halls of Adigrat.
Beles from Tigray has a special USP (Unique Selling Proposition) which will be helpful to market it fresh and processed. To underline the USP of the Tigray-Beles a unique brand still has to be developed.
USP = Unique Selling Proposition!
As an important task still to accomplish, an EU-wide survey & assessment about marketing-potential of FRESH Beles for European Market (conventional & organic/FAIR TRADE buyers) will be performed in the 1st quarter of 2015. An attendance at the leading organic trade-fair BIOFACH 2015 in February in Nuremberg/Germany will give the opportunity to meet with potential importers of organic & FAIR TRADE products (fresh & processed).
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2.11. Actions undertaken in Beles-market development
domain www.beles.eu secured
contact to the International FAIR TRADE network and inquiry about Beles as a FAIR TRADE certified product
www.fairtrade.net/
preparation measures for development of special BELES standards for FT certification
www.fairtrade.net/fresh-fruit.html
contact to FAIR TRADE Africa for support www.fairtradeafrica.net
contact to the expert–in-charge for FT-certification issues in Ethiopia (see 3.7.)
contact to FloCert, FAIR TRADE-certification agency from Germany www.flocert.net
contact to Austria Bio-Garantie, international certification agency from Austria http://www.abg.at/en
contact to IFOAM (International Federation of Organic Agriculture Movements) www.ifoam.org concerning
membership and connected support
market survey for Opuntia-indica in 8 major EU-markets (Austria, France, Germany, Holland, Italy, Great
Britain, Spain, Switzerland) conducted by mastercourse-students of BOKU (University of Applied Life Science
Vienna/Institute of Marketing & Innovation), October 2014 – January 2015
contact and disposition for special raw-food Beles production & training with Mr. Marius Gabor of Petras
Bio: http://www.sproutedrawfoods.eu/db/index.php/benefits/
Marketing Projektstudie
Opuntia ficus indica – Kaktusfeige –Cactus Pear
Gruppe 5.1
Katharina DornauerThomas MaletzkyGeorg FaberBenedikt Fritz
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2.12. Dialog Partners met
Food-retailers, wholesalers, importers, exporters
1. General Manager of SHOA Supermarket, Addis Abeba, 18.9.2014 2. General Manager of Fresh Corner Supermarkets, Addis Ababa, 18.9.2014 3. Fantu & Family Trading & Industry P.L.E., Mr. Girma Fantu, Addis Ababa, 09.10.2014 4. Novis Supermarket, Addis Abeba, 09.10.2014 5. Bambis Supermarktet, Addis Abeba, 09.10.2014
Fruit logistician (national & export)
6. ETFRUIT, Mr. Sisay Kibrel (SK), Horticulturist, Addis Ababa, 09.10.2014 Quality management, prices and pricing
7. Ms. Meresu G/ner, Addis Ababa, 08.10.2014 International Hotel Addis
8. Intercontinental Hotel, Mr. Assefa Gebeye, Food & Beverage-Mgr., Addis Ababa, 08.10.2014 Coffee-House chain Addis
9. Kaldi’s Coffee P.L.C., Mrs. Tseday Asrat (CEO), Addis Ababa, 08.10.2014 Producer/exporter
10. africaJUICE Tibila S.C., Joost Bolt, Planning Manager, Addis Ababa, 12.10.2014 Association
11. EHPEA – Ethiopian Horticulture Producer Exporters Association, Addis Ababa, 8.10.2014 Agency
12. EHDA - Ethiopian Horticulture Development Agency, Addis Ababa, 7.10.2014 HE Dr. Mebrahtu Meles
13. HE Dr. Mebrahtu Meles, Ministry of Industry, Addis Ababa, 10.10.2014
2.13. Minutes of the Meetings
2.13.1. Meeting food-retailers, importers, exporters, wholesalers in Addis
Introduction All these meetings followed a certain pattern: RL briefly introduced himself and his role as market- and product-development advisor of the established UNIDO-Beles-project in the n/e Tigray-region. Background information about the project’s objectives, locations, target beneficiaries, quality aspects, estimated production volume and timeframe was provided. The aim of the meeting was highlighted as attempt to establish a long-term business-relationship on the basis of BELES-supply from the coming season 2015 onwards. The project’s aim was outlined as to produce premium-quality Beles fruits in a previously in Ethiopia not available quality. This high quality-goal will be reached by applying new harvesting-techniques, hand-selection at delivery, professional washing and de-spining, careful packaging and undisrupted cooling logistic.
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Also, for the planned processed products to come – like jams & juices - certification for Fair Trade and Organic Wild Collection will be executed to secure a special USP for international marketing. New ways of product promotion, like tasting-offers and information-materials will be provided for the POS (points of sale) aiming to emphasise the premium-quality of the Beles and to relativize its higher sales-prices of about +15%. A reverence to an attractive margin also was mentioned. To successfully reach these aims and fulfil the identified tasks concerning national market-development and distribution, the project is screening the Ethiopian food-market for its most eligible and committed distribution-partners. Hopes for a future cooperation with the visited entrepreneur were expressed.
2.13.1.1. Meeting at SHOA Supermarket, 18.9.2014, 13:30-14:00
Participants: Yoseph Tewodros Delelegn (YTD) (National Project Coordinator), Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (AGA) (Consultant); Mrs. NN/owner of Shoa (no business card/name by email pending) # 1: Beles products introduction # 2: Beles products promotion # 3: Plans to win SHOA as one of the major distribution partner in Ethiopia; # 4: SHOA showed big interest in fresh Beles ready for sale, SHOA buys fruits from wholesalers; as soon as the products are available SHOA is ready to work with us # 5: SHOA is used to sell Beles but is missing good quality and reliable availability; SHOA looks for the best quality # 6: SHOA buys from suppliers on credit basis with payment dates between 45 and 90 days; damaged products will be taken back by the supplier; # 7: SHOA operates in Addis Ababa 6 POS (=point of sales) including 1 Hypermarket; plus 1 POS will be opened in November 2014 # 8: SHOA Bole has a better frequency, between 50kg and 120kg Beles could be sold per day (Onions: 400kg per day, potato: 250kg – 300kg per day) # 9: SHOA sells more than 4000 products # 10: SHOA is looking for organic products, a FAIRTRADE certification is welcome
2.13.1.2. Meeting with Mr. Tesfalidet, General Manager of Fresh Corner Supermarkets, Addis
Ababa, 18.9.2014, 15:00-16:00
Participants: Ralph Liebing (UNIDO consultant), Addisu Alemayehu (consultant) Agenda: Business Partnership for the Beles Agribusiness Project in Northern Ethiopia Mr. Tesfalidet Hagos (General Manager of Luna Export Slaughter House in Addis Ababa) introduced his company’s business which is engaging in a wide range of agribusiness activities for their well-established local and export markets. His company’s core-business is slaughtering of all kinds of animals and sales of meat. The other important business is the production of fruits and vegetable from their farm site at Mekelle and around Koka and other contract farmers in the country. Their export target market for these products is mainly The Middle East, but also EU/UK. The local market is concentrated mainly to Addis Ababa through their five supermarkets.
Fresh Corner, the companies’ POS (Points of Sales) for fresh meet and fruit and milk products, has not established a market for Beles yet, because of insufficient packaging, unsatisfactory quality and handling limitations due to the spines. Nevertheless Mr. Tesfalidet Hagos sees a big potential for Beles also in relation to the continuously growing demand for fresh fruit products in the local market.
Concerning the topic of the company’s policy in introducing new products, Mr. Tesfalidet Hagos replied that the company normally does not operate on a credit-based business model like many other wholesalers/retailers in the
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country. If the delivered products meet the company’s expectations in quality and quantity, cash payment is standard. Fresh Corner in principle is interested in marketing fresh Beles and depending on the reception by their customers is certainly interested and willing to introduce processed Beles products in a next step.
Concerning the question about options to cooperate within the company’s export-market-activities, Mr. Tesfalidet Hagos showed serious interest and is willing to screen his clients in The Middle East, and EU/UK for potential interest in importing Beles through his logistic-channels.
To the question raised concerning options to joint-use the company’s cool-transport-logistics from Mekelle to Addis for Beles (and further on to export-destinations) Mr. Tesfalidet Hagos responded positively.
The discussion was closed with mutual interest in keeping contact for negotiations concerning the establishment of an official business partnership. Result of the meeting: 3 business partnership areas could be identified for further and future-development:
1. Business partnership for developing the local market for fresh Beles fruit via the fresh corner retail supermarket-outlets.
2. Business partnership for developing export markets for high quality certified fresh and processed Beles products through the fresh corner export market linkage in EU/UK, The Middle East.
3. Business Partnership for Synchronizing cool-logistics and freight for Beles products from Mekelle Farm to Addis Abeba
2.13.1.3. Meeting with Mr. Girma Fantu (GF), Import Manager of Fantu & Family Trading & Industry
P.L.E., Fantu Supermarket, Bole Road, Addis Ababa, 09.10.2014, 09:30-10:30
M: +251 91 1514033, E: [email protected], Participants: Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant)
Minutes: Girma Fantu is shareholder of Fantu & Family Trading & Industry ple, his responsibility is import; he graduated in Business Administration in Denver, USA, where he lived for 12 years. RL asks if it would be possible to integrate Beles in the Fantu-businesses like the 3 retail-supermarkets und the 4*-hotel on Bole-Road in Addis. GF states that FANTU would appreciate to market Beles and Beles products “Made in Ethiopia”; GF & Fantu need reliable supply both for fresh & processed Beles. He is also interested in an expanding his food-range to more organic products, FANTU has 2 supermarket-outlets, a 3rd is under construction; FANTU also operates a dairy farm, which is planned to be converted into an organic farm; the farm produces milk products (milk, cheese, yoghurt), meat products (beef, pork); GF invites to visit the farm during the next Beles project mission in February 2015;
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FANTU operates business relations with 40 supermarkets in Middle East and in South Africa – contacts will be provided by GF; GF recommends ALE Corp. (contact details needs to be clarified with GF), wholesaler for manufactured products, owned by the government, for in-country marketing;
2.13.1.4. Visitation of NOVIS Supermarket, Bole Raod, recommendation to meet Mr. Adalberto
Frezza, Owner, Cash & Carry Center (3c), Addis Ababa, 09.10.2014, 11:00-11:15
M: +251 118 551210 (Secretary) Participants: Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant)
Minutes: M. Frezza was not available. His deputy manageress shows interest that at NOVIS Beles goes on sale by 2015 – both fresh & processed. Contacts should be made “in time” to provide samples and make appointments for tasting & promotion.
2.13.1.5. Visitation of BAMBIS Supermarket, recommendation to meet Mr. Bambis, Owner, Addis
Ababa, 09.10.2014, 11:30-11:45
M: +251 115 502300, E: [email protected] / [email protected], Participants: Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant)
Minutes: As Mr. Bambis was on holiday we briefly introduced to the deputy manager (NN) the Beles project and handed over our business cards, focussing on a meeting in February 2015;
2.13.1.6. Meeting with distributor & logistician, ETFRUIT, Mr. Sisay Kibrel (SK), Addis Ababa,
09.10.2014, 14:00-15:00
M: +251 911 479940, E: [email protected], recommendation to meet Mr. Mengistu (CEO ETFRUIT) Participants: Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant)
Minutes ETFRUIT
CEO of ETFRUIT is Mr. Mengistu; Helvetas worked with ETFRUIT according to agreement; Mr. Sisay Kibrel (SK) has 25 years of experience, he attended Beles-related workshops in Mekelle conducted by Helvetas; because the Beles supply has not been sustainable, delivery has been stopped; ETFRUIT operates 61 outlets, container shops in the streets of Addis Ababa; Beles are sold if they are in a very good condition which rarely is the fact. (Fermentation problem!) RL informs about the capacity of the Beles processing unit in Adigrat – 3 tons fresh Beles per hour as well as processed products in plan; the Beles project is focussing to increase livelihood of small holder Beles farmers; Middle man will be excluded, direct marketing will be practised – farmers will be linked directly to consumers;
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SK: ETFRUIT is ready to cooperate with us. SK asked for information about the current margins of Beles ETFRUIT’s policy is to avoid middlemen; ETFRUIT bought Beles for ETB 7.00 per kg and sold them for ETB 9.00 per kg; Cool trucks: ETFRUIT assists a pharmaceutical company in Adigrat, delivering raw material from Djibouti to Adigrat; Beles could be transported on the way back to Addis Ababa as the trucks normally go empty!; new medium 12 t cool trucks are operating and space can be rented; 1 driver and 1 assistant would need 2 days to drive from Adigrat via Addis Ababa to Djibouti harbour; if Beles are exported by airfreight from Addis Ababa airport, fresh fruits can be stored in ETFRUIT’s cold storage at the airport; ETFRUIT operates 14 branches out of Addis Ababa; ETFRUIT is willing to cooperate in the development of marketing materials , like posters etc. and – in case of available budgets _the production of TV adverts; RL: the Beles project would be happy to win celebrities, prominent Ethiopians, promoting the fruits and processed products; SK: send basic information about the Beles project, e.g. a PowerPoint presentation; send also information about the organic wild collection certification and FAIRTADE standards; ETFRUIT also operates a branch in Mekelle; ETFRUIT could provide container; SK also recommends making use of local resources;
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ETFRUIT Company Profile
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ETFRUIT Company Brochure
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2.13.2. Quality Management – Prices – Pricing
2.13.2.1. Meeting with Ms. Meresu G/ner, Wholesaler, Beles Collection and Distribution Manager
(BCDM), Helvetas, Mekelle and Addis Ababa, 08.10.2014, 11:45-12:30
M: +251 914 040389 Participants: Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant), Translation: Mahletay Alem (GAFÉIAS ETHIOPIA)
Meresu is a Beles Collection and Distribution Manager (BCDM) of one of Helvetas communities and has been buying Beles fruits from communities and successfully supplying it to Addis Ababa market. She is the right person to meet and discuss on Beles fruit marketing to Addis Ababa. Minutes: AGA explains the UNIDO Beles project to Meresu G/ner, the processing unit, the selected Woredas, no. of farmers and people involved the members of the stakeholder consortium as well as the proportion of in-country sales and export contingent. The phases I. fresh fruits, II. jam and juice and III. Pharmaceuticals, neutraceuticals and cosmetics are explained; RL is introduced as well as Addisu Alemayehu, key expert from Addis Ababa; What are Meresus’s tasks and relationship to Helvetas? Helvetas provides technical support for her; Meresu also distributes Beles to Tsega Gebrekidan, Mekelle. Meresu is dealing with Beles since 12 years, she started to sell Beles on the streets, and gradually transformed into selling Beles to street vendors since a couple of years; Helvetas communicated with her in order to sell Beles in Addis Ababa; Helvetas provided some technical support for sales. Meresu introduces herself as business women acting as middle women; she buys Beles from small holder farmers in the Adigrat region, transports them to Addis Ababa in order to sell them for local markets; vendors in Addis Ababa buy from her; Helvetas provided fruit crates to her, they were produced from cardboard and got damaged, therefore Beles have been harmed during transport; instead of those she is now using wooden fruit crates; Ask Berhane Haile from Helvetas to send pictures from the wooden fruit crates. Question about the transport time from Adigrat to Addis Ababa: 1 transport per day for 2 months during the main season in July and August, further transport activities during June and September. How does the distribution work in Addis Ababa? Currently 1 customer is distributing Beles in Addis Ababa:
Meresu is buying 1 kg Beles from farmers for ETB 2.50
She is selling 1 kg Beles to a middle man for ETB 3.75
The middle man sells Beles to markets and street vendors for ETB 12.00 per kg !!!!!
The consumer prize for Beles is about ETB 15.00 per kg Beles;
Street vendors sell 1 Beles for ETB 2.00 per piece
She makes ETB 1,000 net profit per day and has to pay salaries and logistics from it RL asks her if she could imagine executing the quality control at the Beles-processing unit in Adigrat .She also could act as link to the farmers concerning necessary quality and varieties. Meresu was very excited about this idea and would be happy to get this engagement. Meresu has 11 employees, earning each ETB 50 per day.
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Each Beles is controlled before paying to the farmers; the best Beles are selected. Adi Hana, Tigray: Meresu meets farmer and local people at the Beles collecting point; she is sending her employees with megaphones to the area, announcing the purchase of Beles; Meresu is practicing strict quality control, because damaged Beles are sent back from the street-vendors. RL asks how much Beles she normally rejects from buying because of bad quality; answer: less and less. After production start at the Beles processing unit in Adigrat, Meresu could be involved in promoting Beles and Beles products; she should be teaming with the sales-department of the processing unit and Addisu Alemayehu, the planned national project- advisor; Meresu has been trained by EHDA - Ethiopian Horticulture Development Agency as Beles Collection and Distribution Manager (BCDM. In case she should be employed in the production-unit in Adigrat she could be involved in the training of the unemployed youth in topics connected to the quality control system. Unemployed youth are recruited by SME for a limited time, one year, therefore there is a constant need for quality training; training of hygienic standards could be also in Meresu’s responsibility, a special training for her in HCCP*-management is compulsory; moreover she could participate at (international) food-fairs in her traditional Tigray costume – her very basic English should be improved; *HACCP: http://en.wikipedia.org/wiki/Hazard_analysis_and_critical_control_points
Hazard analysis and critical control points or HACCP is a systematic preventive approach to food safety from biological, chemical, and physical hazards in production processes that can cause the finished product to be unsafe, and designs measurements to reduce these risks to a safe level. In this manner, HACCP is referred as the prevention of hazards rather than finished product inspection. The HACCP system can be used at all stages of a food chain, from food production and preparation processes including packaging, distribution, etc.
2.13.3. International Hotel, Caterer Meeting with Mr. Assefa Gebeye (AG), Food & Beverage-Manager, INTERCONTINENTAL ADDIS HOTEL, Addis Ababa, 08.10.2014, 15:30-16:00
M: +251 912 090585, E: [email protected] Participants: Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant)
Minutes: AG comes from Tigray; the introduction of Beles to the Intercontinental Hotel in Addis is of high interest to him ; the cooperation has been welcomed. All available information about Beles and possible Beles products – e.g. high nutrition values, decreasing diabetes - shall be sent via email to AG; AG reports about a local fruit juice company, producing not pasteurized juice, supplying to Radisson; RL introduces intentions regarding Beles as a premium quality product, with organic wild collection and FAIRTRADE certification which is of interest to all Western Hotel-clients; AG points out that Beles would be an new and interesting fruit for customers of every top-hotel in Addis Ababa – prompting new local products from Ethiopia such as the famous white honey; e.g. at Breakfast buffets Beles would be a new and tasty Ethiopian product and can be specially promoted; processed Beles-products can be on sale as souvenirs for tourists. AG introduces a Lebanese who started juice production in Ethiopia, his factory will be opened soon;
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2.13.4. Coffee-House Chain Addis KALDI’S COFFEE P.L.C., Meeting with Mrs. Tseday Asrat (TA), CEO,
Addis Ababa, 08.10.2014, 16:15-16:45
M: +251 911 218573 E: [email protected], [email protected], Participants: Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant)
Minutes: TA is interested to promote Beles and Beles products in KALDI’S COFFEE; she asks to send her all interesting information about Beles; she is happy to support the approach of the project and appreciates the involvement of FAIRTRADE; She owns a farm producing milk products; RL introduces organic farming to her; TA welcomes to visit her farm during the next Beles project mission in February 2015.RL suggests TA to consider an assortment of organic coffee for KALDI’S COFFEE; at present 24 branches of KALDI’S COFFEE are operating, 2 branches will be opened soon, one at Addis Ababa Airport;
2.13.5. Producer/Exporter
africaJUICE Tibila S.C., Meeting with Joost Bolt, Planning Manager, Addis Ababa, 12.10.2014 12:30-13:15
M: +251 930 108257, E: [email protected], www.africajuice.com, Participants: Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant)
Minutes: africaJUICE is a public-limited company in Dutch hands and runs the Tibila Farm at Adama, Ethiopia. Following topics have been discussed:
Export costs in general from Ethiopia – considered to be high
necessity of long shelf life of fresh Beles regarding export
Staff recruitment: o Consider remote areas as unattractive for high qualified staff o Consider mind set as challenge – mind set training such as success principles training is mandatory o Mentality challenges o africaJUICE experience: hand over to locals failed; involvement of external foreign staff is mandatory,
during implementation and after exit
Business plan evaluation, business development phase: share experience with africaJUICE HQ in De Hague, NL
Invitation to visit africaJUICE Tibila Farm at Adama, Ethiopia during the next Beles project mission in February 2015
o Production of juice and packing for export to EU in plastic barrels of 200 litres o Sterilization of juice o Passion fruits only at the moment o Need to contracting a highly reliable Ethiopian transport company – cooling trucks o Djibouti Rotterdam: 18 days shipping time
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2.13.6. Agency
Agency / Meeting 1 - EHDA - Ethiopian Horticulture Development Agency, Addis Ababa,
7.10.2014, 14:30-15:00
Mexico Square, Coffee & Tea Building T: +251 11 5502483 E: [email protected], [email protected]
Mr. Wondwossen (W.), M: +251 911 119798, E: [email protected] Participants: Andreas G. Andiel (UNIDO Consultant), Ralph Liebing (UNIDO Consultant), Addisu Alemayehu (Ethiopian Institute of Agricultural Research) Minutes: Addisu Alemayehu introduces our meeting request, AGA explains the Beles project, RL has been introduced; We need support regarding market linkages and market development – 30% in-country market and 70% export of Beles. Emphasis needs to be put in a swift development of export market; Introduction of EHDA Officer Mr. Wondwossen: Strategic Planning of Ethiopian Horticulture Development Agency; dealing with different types of high valuable vegetables transported to market destinations abroad; to Europe, Middle East and Sudan; Somalia also is an enormous market; considering seasonality regarding fruits – especially if it is winter in Europe export to Europe is a mandate for support through EHDA:
Market promotion
Support for investors regarding land, bank system and duty free approach
Technology transfer directorate
Work with professional consultants regarding production and post-harvest handling and transport
Different operational benchmarks regarding export W.: to export 70% of the Beles harvest is a great effort; does it exist in other countries? AGA: send Beles paper to W. RL: Mexico, Sicily, Israel, South Africa, Egypt; we consider not only fresh fruit transport but also processed fruits, such as jam, juices and other products; RL introduces himself as market development expert; FAIRTRADE standards will be implemented – organic wild collection standards in order to guarantee a high value addition especially for at European markets; harvesting techniques needs to be improved in order to extend the shelf-life of Beles; W.: Costs are accumulating through export; RL explains that he came in as marketing expert officer in order to meet such challenges and find solutions; W.: will involve other EHDA officers, regional transport logistics needs to be involved; refrigerator container are necessary from Djibouti, to be paid for both ways, in order not to break the cooling chain. W.: Technical challenges regarding competitiveness needs to be considered; Work on logistic aspects; EHDA office will help in that aspect; EHDA is a governmental office inheriting a mandate of transit, working at break-even level, working e.g. on transport of banana and how to cover transport costs; RL: what actual support could be provided? W:
Establishment of linkages between producer and exporter as well as transporter
Recommendation with whom to work with, e.g. Maersk-Containers, in order to obtain the lowest possible transport price
EHDA is also linked between producer and buyer
EHDA is responsible for the facilitation of export
EHDA assists in production aspects with a number of horticulturists
EHDA assists in post-harvest handling
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EHDA assists in training
EHDA assists in guiding farmers
W.:
governmental officer to coordinate experts, governmental budget, MoI to extend funds
Dr. Mebrahtu is chairman of national transport
Covering participation in international fairs, exhibitions: EHDA will find funds
Horticultural exhibition in Addis Ababa
Exhibitions abroad
EHDA acts upon request from European Countries or from Middle East
Access to Middle East data, e.g. from Abu Dhabi o Ministry of Foreign Affairs o Business diplomats Both inform about data of exhibitions; plan participation in the right time ahead; access information on internet including prices for booths; customs data available regarding quality and price
Export now: bananas, mangos; RL: Organic? Certification?
EHDA: marketing department, Dr. Solomon Amede, check data about fruits which are exported regarding identification of international markets for Beles
Start penetration in existing markets, then expand to new areas
Send samples through Ministry of Foreign Affairs, they can promote Beles
Contact trade commissionaires at every Ethiopian Embassy EHDA Service Summary:
Cooperation on logistics, transport, post-harvest
Facility expense sharing together with the Ministry of Trade
Promotion locally and international
Updated marketing information
Work with our diplomats Literature received
(1) The World Cactus-pear Market (1996). Pablo Ramirez Moreno, Claudio Flores Valdéz. J. PACD, p. 75-86. (2) EHDA Brochure
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2.13.6.1. Agency / Meeting 2 - EHDA - Ethiopian Horticulture Development Agency, Addis Ababa,
7.10.2014, 15:00-15:30
Dr. Solomon Amede (SA), Marketing Promotion, Research and Quality Follow-up Directorate Director, E: [email protected] Participants: Andreas G. Andiel (UNIDO Consultant), Ralph Liebing (UNIDO Consultant), Addisu Alemayehu (Ethiopian Institute of Agricultural Research)
Minutes: Addisu Alemayehu and AGA introduced the Beles project; RL explains FAIRTADE and organic wild collection; we intend to reach a Beles quality which is unknown in the country so far; we will introduce new harvesting technologies; we intend transport improvements; market entry will be the Beles season 2015; we focus on fresh fruits and investment in fruit processing which leads to increased value addition; SA: the Beles project is in line with governmental guidelines because it is focussing on the export of processed products; it is a challenge to deliver fresh products, it needs to be clarified if the transport will happen via Maersk or Sealine; RL: we are focussing on product development, premium sequence, and on USP regarding FAITRADE and organic wild collection certification; SA: Link with EHDA regarding support
Promotion
Co-financing promotion – divide among stakeholder
Product promotion in Europe and Middle East
Entering the premium product market
Subscription fees
Payments for updates of market data
Supporting cooperatives to continue and run the business
Cooperative needs in the long term
Market information
Collaboration with embassies
Exhibition preparation, promotion through fruit experts o By now only bananas are promoted o Beles would be the second species to be promoted
EHDA is concerned about fresh supply
Awareness of skills of farmers: cooperation with FAO and Helvetas
EHDA will discuss with stakeholder, Steering Committee and HE The State Minister, Dr. Mebrahtu Meles
EHDA considers the Beles project as a nice challenge and opportunity
The common goal of EHDA is focussing on export and to promote Ethiopian products abroad
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RL: the next Beles project mission will take place in February 2014 – we need to prepare: o Announcement to arrange meetings with stakeholders o EHDA shall send a list of annual exhibitions
2.13.6.2. Agency / Meeting 3 - EHDA - Ethiopian Horticulture Development Agency, Addis Ababa,
7.10.2014, 15:30-16:00
Mr. Gossaye Dechasa, Directorate Research and Technical Development, E: [email protected] Participants: Andreas G. Andiel (UNIDO Consultant), Ralph Liebing (UNIDO Consultant), Addisu Alemayehu (Ethiopian Institute of Agricultural Research)
Minutes: Provided service:
Introduction of alternative harvest technology to farmers from Israel and Italy
Processing of the introduction of alternative post-harvest technology
Focussing on premium fruit quality
Mandate on fresh fruits
Linkages to MoI regarding processed fruits in case of production gap to satisfy the Industry
Contract farming
Assessment of industries in Ethiopia and necessary support regarding shortages; e.g. introduction of new technologies
Providing necessary technology regarding the export of fresh fruits
… Cooling container
Small holder farmers are supported in general by the Ministry of Agriculture (MoA), a specific department for capacity building
In case a company is collecting products from small holder farmers, EHDA is involved e.g. regarding contracts with the farmers
MoA is responsible form national till regional level
If the project is linked with industry, MoI is involved
EHDA mandate: enhance the export of exportable products
EHDA is providing direct support to companies if producers are linked with companies
Submit business plan and EHDA will support to develop the project; ask the Beles project Steering Committee to submit it to EHDA; the business plan will be evaluated and EHDA will support the new company according its mandate:
o Needs regarding new harvesting methods as part of the business plan o Show investment capital – if it is not sufficient to run the business a loan agreement will be provided o If import of harvesting technologies: EHDA can support regarding duty free permission o Arrangement of participations at exhibitions
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2.13.7. Meeting EHPEA – Ethiopian Horticulture Producer Exporters Association, Addis Ababa, 10.2014,
09:30-11:00
www.ehpea.org Mickey Leyland Road, Chechenya, NB Business Center, 6th Floor (Anneke Hyso, 603 and 604) P.O. Box 22241 code 1000 Addis Ababa Ethiopia
Mr. Tewodros Zewdie, Executive Director, T: +251 116 631760, E: [email protected] Dr. Adhanom Negassi, IPM Component Manager, T: +251 116 636751, E: [email protected] Berhane Lodamo, Promotion and Information Service Dept. Head, T: +251 116 185178, E: [email protected] Anneke Hyso (NL), Horticulture Business Advisor, T: +251 11 6636750, M: +251 929 186355, E: [email protected] Glenn Humphries (UK), Training, T: +251 956 010956, E: [email protected] Participants: Andreas G. Andiel (UNIDO Consultant), Ralph Liebing (UNIDO Consultant)
A. EHPEA Minutes by Anneke Hyso: Prickly pear project in Adigrat – UNIDO funded project
- Processing location work in collaboration with out growers (do not have own production) - Processing capacity of 20.000 tons per year - Involving 15.000 farmers – impacting 200.000 people. - Plan to start in April/May 2015 – Ralph to send Anneke an indicative volume which can be supplied at the
start. - Ralph to send general information on the farm to Anneke (product specifications, production capacity
various standards, impression of the processing unit and the farmers, harvesting method, general production methods such as harvesting) – information relevant to communicate to buyers.
Market development/access
- 70% intended for export (Middle East/ Europe) - Standards:
o Organic 1st class quality o FAIRTRADE certified 1st class quality o Regular – for regional markets
- EU: o Growing demand for organic and fair trade in Germany, Austria, Switzerland o Main competitors in Sicily (have a well-developed system and closer to market) o Reluctance to buy air freighted products – particularly the customer group interested in fair trade
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- Middle East: o Closer access to Middle East o Anneke and Ralph to share ideas on this for future development.
- USP (Unique Selling Point) o Highly nutritious o Highly beneficial for diabetics o Organic, FAIRTRADE o Niche product o Ethiopia has good conditions for IPM – essential for Organic practices
Supply Chain
- Shelf-life max 7 days with improved harvesting max 10 days - Transport is currently a challenge
General
- Membership 10.000 Birr first year and thereafter 5.000 annually - Registration to be communicated between Yoseph Tewodros Delelegn and Ralph Liebing / Andreas Andiel. - Plan a visit to the farm with the EPHEA team, Ralph and Andreas in February.
B. EHPEA Minutes by Andreas Andiel: EHPEA has been founded 12 years ago and has currently 111 members. Main issues are flower (89%) and vegetable export, production for the export market, marketing issues and capacity issues in close cooperation with the government. Important targets are focusing on the improvement of the business climate and to diversify the Ethiopian export market. EHPEA supports networking, is functioning as a “door opener” and to help to overcome challenges. Six universities opened disciplines in horticulture, MBA programs started. The Ethiopian Airlines is investigating in cargo, new 777 aircrafts are operating. Horticultural clusters have been established in Bahir Dar, Mekelle, Addis Ababa and other cities. EHPEA support to the sector and is proactively engaged to create a better environment for the export sector – e.g. to export to Europe and Middle East without tax. Project Djibouti: the goal is to export competitive via container. There is a high demand at local markets. Investors are needed to capacitate Ethiopia. Fruit sector: Israeli companies are involved, e.g. regarding seedlings. Ethiopia needs more foreign technology and technicians in the country. RL explains the export of fresh Beles to Europe and Middle East, FAITRADE and Organic Wild Collection Standards and certification. He reports about research on Beles conducted by the University of Natural Resources and Life Sciences, Vienna (BOKU) about the existing Beles-market in Europe: its prices, brands, product ranges & chances. RL explains that cooperatives will be established, the legislative status of the Beles processing unit as P.L.C. on top of the cooperatives will be implemented; this will be a good basis to become a member of EHPEA. RL asks about the membership requirements of EHPEA; The Beles processing unit in Adigrat intends to cooperate with EHPEA in regards of the integration of a new commodity into the EHPEA program, Beles to represent Ethiopia on international markets. Mr. Tewodros Zewdie, the Executive Director of EHPEA points out that the UNIDO Beles project procedure is exiting to them, as it is a unique attempt for Ethiopia – especially the community based approach of the project was well
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received and addressed as “very noble” – supporting the “poor man’s crop” which provides many advantages – it is a big breakthrough regarding a good conservation plan for the region. RL introduced IFOAM - International Federation of Organic Agriculture Movements (http://www.ifoam.org/) regarding organic market development and recommends integrating it in the EHPEA contacts. He offered support in linking. The EHPEA training team provides training for sustainable production and projects such as horticulture development, capacity building of farmers, training to small holder farmers. EHPEA membership: eligible are legal entities providing a trade license in Ethiopia for export; the regular fee is ETB 5.000 one time; if trainers are sent, high costs arises; The Beles processing unit can join EHPEA as a practical member, the benefit will be very high. E.g.:
Members are represented in international exhibitions
Links to national buyers will be established
Market information will be provided
Dissemination activities
Replication of the Beles activities
Link to Holland
Export to Middle East Discussing integrated pest management with support from Holland, environmental friendly and including alternative control measures, but not applicable for Beles project! Is contamination with pesticides discussed in Ethiopia? It shall be avoided by a biological control agency; coordinate programs with local universities regarding control technologies; EHPEA appreciates future cooperation in that matter; Cactus will be treated as food crop, for income generation, 70% will be exported; this creates high income potentials; Beles is already introduced to the local markets and known as very tasty; UNIDO is coming with a new crop which has been ignored for centuries; UNIDO moves processing to an industrial level; RL: Our project has the potential of improving live conditions to thousands of poor farmers in Tigray. The big challenge lies in balancing traditional growing and harvesting techniques with industrial cultivations and extensive plantations; Tewodros Zewdie: will send literature Strategy of Crops – inclusion of small holder farmers focusing on the improvement of their livelihood. Discuss the document with Addisu Alemayehu. RL: points out the high costs of organic certification; new: “Participatory Guarantee System” – PGS, in order to reduce costs; Green Economy in Ethiopia: question, if it is economically feasible? R.L. recommends study by FIBL - Research Institute of Organic Agriculture; Ripening process of the Beles fruits stops after harvesting; Beles processing unit in Adigrat: capacity of the machines about 3 tons per hour. EHPEA offers to look for markets regarding Beles – we need to send specifications accordingly. Ms. Glenn Humphries (Training Officer EHPEA) reports about EHPEA training activities: training is given by EHPEA since 2007 especially in regards of horticulture export as well as export of vegetables and fruits; EHPEA provides training to meet highest standards for export; Currently 7 trainer are operating, in the near future 11 will be engaged; training activities will be extended to vegetables and hygiene; EHPEA trainer are teaching trainer skills; focusing on group certification and in order to maintain standards; Ethiopian graduates achieve internal EHPEA
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training and cooperate with stakeholders in order to build capacity to give training; EHPEA follows up to help implementing the trainings; in Tigray an EHPEA branch office could be operated according the activities of the UNIDO Beles project, Adigrat is recommended; send contact details [Glenn Humphries (UK), Training, T: +251 956 010956, E: [email protected]] to Addisu Alemayehu;
2.13.8. HE State Minister Dr. Mebrahtu Meles, Debriefing, Ministry of Industry, Addis Ababa, 10.10.2014,
11:00-12:00
Participants: Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant), Addisu Alemayehu (Ethiopian Institute of Agricultural Research)
Minutes: Dr. Mebrahtu found out that FANTU provides catering for 27 hotels and for Ethiopian Airlines; HE will support marketing of Beles in regards of the Ethiopian Airlines; both, the CEO and the head of cargo department come from Adigrat. Hand collection of Beles saves fruit and increases shelf life. Dr. Tekaba, MoI, Ethiopian Meet & Industry Division, M: +251 (0)919 354278, is linked to relevant BOKU departments in Vienna; RL shall contact BOKU professors accordingly and prepare a meeting with HE at BOKU Vienna in early November 2014. Contact YTD and coordinate with him. HE: integrate the Beles processing unit in the cluster of industry according the Tigray Regional Development Plan. RL informs about the organic & Fair Trade aspects of the Beles project. The General Director of the Ethiopian Horticulture Development Agency comes from Adigrat; he is member of the Steering Committee for the establishment of the Ethiopian Ten Years Strategic Plan on Spice, Fruit and Vegetables, where Addisu Alemayehu is Vice-Chair; Addisu Alemayehu is introducing new ideas regarding organic farming, reflecting it as a new level for the country. Dr. Mebrahtu points out that export is a top priority of the government in regards of value addition. Ethiopia needs to export more products. HE suggests an appointment with ADC in Vienna; he received an invitation to the CZ/AT National Day celebration in the CZ Embassy – RL points out the importance of his participation. Suggestion to arrange a meeting with Addisu Alemayehu and MoI in regards of the UNIDO Beles project in relation with agro processing parks, investors and quality investments.
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Chapter 03
Fundraising and Lobby-work
Authors: Andreas Andiel, Ralph Liebing
3. FUNDRAISING AND LOBBY-WORK
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3.1. Introduction
The documentation in this chapter shows the endeavours of Yoseph Delelegn, Andreas Andiel and Ralph Liebing to set measures in securing grants from the Austrian authorities for the project. The meetings with the Austrian Ambassador to Ethiopia, Dr. Andreas Melán and the Director of ADC (Austrian Development Cooperation) in Ethiopia, Dr. Heinz Habertheuer underwent relevant preparation and were held in a constructive atmosphere. Our team was able to achieve consents of support and valuable advice how to proceed with reapplying for funding at the section VII.1 in the Austrian Ministry of European and International Affairs (BMEIA) in Vienna. 4 additional fruitful meetings were held with Mr. Andrea de Marco, who shared with us some unknown aspects of
fundraising on the international banquet, whereas Mr. Addisu Alemayehu gave us some very valuable advices how
to gain financial support on the national Ethiopian level once the Beles enterprise has been officially registered as at
Private Limited Company. The 3rd meeting was with KOCIA - Korea International Cooperation Agency, where some
options for co-financing of the project were discussed. The 4th.meeting was with Mr. Mohammed Kiyar who also
gave one important hint for fund-mobilisation.
3.2. Meetings
3.2.1. Meeting at the Austrian Embassy in Addis Ababa, H.E. Ambassador Dr. Andreas Melán and Mag.
Stephan Rutkowski (SK), Deputy Head of Mission, 18.9.2014, 10:00-11:30
Participants: Andrea De Marco (ADM) (UNIDO), Yoseph Tewodros Delelegn (YTD) (National Project
Coordinator), Ralph Liebing (Consultant), Andreas G. Andiel (AGA) (Consultant)
Topics discussed:
# 1: Welcome
# 2: Introduction of meeting participants
# 3: YTD presented the Beles project,
Pointing out that the major focus is the support of poor people, poor communities and jobless youth in
Tigray. The project means a big move for them. 15.000 farmers will be supported; the Beles processing unit
will inherit 170 staff members. YTD explains the products which will be produced. Crucial is the marketing
issue which will be addressed by the current UNIDO project mission.
Finances: Mashav Israel, OFID, FAO cooperation, submission to Austrian BMEIA Section VII.1
Machines purchased in Italy: Installation in November 2014
Beles processing unit in Adigrat: start operation at the beginning of the Beles fruit season 2015
Cooperation between Universities in Austria, BOKU Vienna, and Ethiopia, Bahir Dar, Mekelle and Adigrat
# 4, HE: the project meets a new quality of industrialization; which companies from Austria are involved so far?
# 5: RL and AGA explained the purpose of the current UNIDO mission:
marketing
national market
export market
FAIRTRADE and organic wild-collection certification
Regarding Austria: “Wirtschaftspartnerschaften” (PPP) are planned
# 6: HE highly recommends that Aurelia Calabro arranges a meeting with Peter Launsky-Tieffenthal, Head of Austrian
BMEIA Section VII., who is coming back from New York end of November 2014. He worked as the highest
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representative from Austria at UN. Before that he has been Head of Department for Press and Information, Federal
Ministry for European and International Affairs. HE offers support with pleasure although remaining budget
restrictions. 2015 will be another year of 10% budget cut (€ 8-10 M) for all Austrian missions abroad. From 2016
onwards no further cutbacks are likely but there is no increase guaranteed.
# 7: Concerning the rejection of the Beles project’s application for funds at ADA, foremost the proof of project
beneficiaries need to be conducted and documented; ADC Ethiopia Dr. Habertheuer has shown interest in the
project, but the Austrian aid programme country has been restricted for North-Gondar and the Federal State of
Somali. HE comments the support of Manfred Schnitzer, BMEIA Director of African Affairs, as valuable in order to
succeed with the project submission to VII.1.
# 8: HE kindly asked UNIDO to forward a report indicating results from the meeting with Peter Launsky-Tieffenthal
and the evaluation of Manfred Schnitzer.
# 9: HE highly recommends checking which Austrian enterprises that would fit into the project; regarding juice
production e.g. Rauch or Pfanner would fit in; products from Rauch are also available in Ethiopia.
# 10: HE reports that only around 300 enterprises from Europe are operation in Ethiopia so far; fears are existing
regarding the post-communist structure of the country, state ownership, restricted market conditions; business in
Ethiopia are generally considered as difficult and highly unattractive, connected with extensive taxing and time
consuming; moreover so far only Ethiopian companies are allowed to export;
# 11: ADM kindly requested a support letter concerning the Beles project from HE for the Austrian BMEIA Section
VII.1.
Meeting Austrian Embassy – left to right: Yoseph Delelegn, Andreas Andiel, HE Ambassador Dr. Andreas Melán,
Ralph Liebing, Andrea de Marco, Mag. Stepah Rutkowski (deputy head of Austrian Mission)
3.2.2. Meeting at the ADC – (Austrian Development Cooperation) Coordination Office in Addis Ababa
with Dr. Heinz Habertheuer (HH) (Head of Office Counsellor), 19.9.2014, 09:30-10:30
Meeting report by Ralph Liebing
Participants: Yoseph Tewodros Delelegn (YTD) (National Project Coordinator),
Ralph Liebing (RL) (UNIDO Consultant), Andreas G. Andiel (AGA) (UNIDO Consultant)
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#1: Project introduction
YTD updates regarding Beles project implementation status, cooperation with Adigrat University and University
Mekelle, cooperation with governmental institutions on national (MoI), regional and municipal levels. He introduces
the status of the Beles Processing Plant in Adigrat industrial zone, the renovation status of interconnected buildings,
one for processing, and one for cold storage. The renovation has been started and will be completed end of
September 2014. Four machine offers has been collected from Italian suppliers, the evaluation has been finished
September 19, 2014. The installation of machines is planned for December 2014. With beginning of the new Beles
season in 2015 production for domestic market will start and is aimed to cover on the long run a minimum of 30% of
the harvest. Another important focus lies on export markets. Here the Middle East Countries and particular
European Countries like Germany, Austria, UK have been identified for an initial phase. These markets are planned
to cover 70% of the production.
YTD points out, that financial support is needed in order to start the 2nd phase of the project, the production of high
level processed products like cactus seed oil, juices, jams, neutraceuticals and pharmaceuticals.
YTD informs about the OFID funding of USD 600.000. For the 1st phase of the project USD 300.000 has been
transferred from OFID to UNIDO. Respective evaluation is currently in progress in order to receive the 2nd transfer of
USD 300.000 which is dedicated for market development and training.
#2: Project mission introduction
RL and AGA gave a brief introduction on their current UNIDO mission focussing primarily on product and market
development, fund mobilizing activities as well as work plan and timeline evaluation.
#3: Export
HH points out that beyond the projects efforts in regards of domestic market the focus on international market is
very ambitious. He advises to elaborate a clear roadmap regarding export.
#4: ADA rejection 2014
HH informs about those critical points which lead to a rejection by the NGO department of ADA regarding UNIDO’s
previous submission for ADA funds. He quoted and handed over an internal statement, which is considered as
confidential:
(1) GAFÉIAS submitted the UNIDO project to 5 different ADA departments: FGF, NRO-Kofin., Desk, Kobü and to
the Austrian Embassy in Addis Ababa. GAFÉIAS tried to raise interest for the Beles project and to generate
funds for the project respectively the promotion of Opuntia Ficus-Indica.
(2) GAFÉIAS submitted to the 32nd Fördersitzung NRO-Einzelprojekte Süd (ADA Funding Meeting NGO-Single-
Projects-South) June 21st, 2012, projects with different topics, but similar regarding the general project
design. None of those three had been evaluated finally because the submission has not been in concordance
with ADA submission guidelines (they exceeded ADA budget).
(3) ADA experts in Vienna and those in Addis Ababa of the Austrian Embassy - Development Cooperation,
Coordination Office, have been sceptical regarding the contents of the Cactus/Opuntia project designed for
Ethiopia. The quality of planning of all tasks has been evaluated by ADA as not consistent and little concrete.
The project is only marginal coordinated with local authorities and to be treated with caution in regards of
ecological and agricultural point of view, because Opuntia Ficus-Indica could easily develop to pasture
weeds, which cannot be controlled any more (see experiences in Australia).
(4) A specific intervention of such kind, with inexistent pilot experience, the lack of an experienced
implementation partner with the appropriate capacity in Ethiopia, the desired budget volume (3-5 Mill.
Euros) must be seen from ADA’s point of view as unrealistic and very risky.
(5) GAFÉIAS’ submission for the Beles project did not follow the specific ADA project submission format, which
should have been identified in advance. Therefore the Beles project has been considered as not in
concordance with ADA guidelines.
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#5: Submission of a new project proposal to the Austrian BMEIA Section VII.1
HH advises to re-submit a substantial project proposal to the Austrian BMEIA Section VII.1.
UNIDO needs to submit the new request to VII.1 before end of November 2014, as HH will leave Ethiopia.
(This foremost, as he is well informed about the Beles-project now and positively tuned for it.)
It is important to submit the proposal not only in the right ADA-format but also in the “thinking” of Section VII.1.
It takes approximately 6 months up to a year or longer to obtain a decision concerning funding.
The submission is advisable directly to be addressed to the new Director General of the Austrian Development
Cooperation (BMEIA Section VII.) Dr. Peter Launsky-Tieffenthal.
HH suggests to exactly follow the given ADA-submission format (download ADA-web) and to meet all required
submission standards so to reach the official applicant status. The submission must include all relevant documents,
documentation of the key players on the ground, illustration of all co-financings, extensive demonstration of all
relations to governmental, regional and municipal administrations, as well as enclosures of all signed documents
such as contracts, MoUs, and other agreements including payment documentation e.g. for experts, renovation
activities, and other related purposes.
HH informed that after submission of the proposal to BMEIA Section VII.1 it will be forwarded to ADA for internal
screening and recommendation. Consequently, ADA will forward the proposal to ADC-Ethiopia/HH with request for
evaluation and recommendation.
In case the submission follows the obligatory ADA guidelines, preconditions are positive that the Beles project in
Tigray will eventually be replicated in Amhara and thus be included in the next ADA country programme for Ethiopia,
respectively Ethiopian country programmes.
ADA will negotiate in this case with the regional government of Amhara. The regional government will be sending
the proposal to ADA. The decision regarding the replication of the Beles project will be made then between the
governments of Ethiopia and Austria. Section VII, Peter Launsky-Tieffenthal, will receive information from the
Ethiopian governmental body accordingly. If the project is successful in Tigray, it certainly has good chances to be
considered for other parts of the country.
2015 will start the next ADA programme phase for Ethiopia until 2020, as subject of negotiations from the AT to the
Ethiopian government. The main focus areas of the ADC are since 1998 the regions of Amhara and Gondar.
There is an option to raise the question, whether ADA could extend its engagement into Tigray region. In case of
important supporters (e.g. BMEIA VII.), willing to back-up this idea, HH sees realistic chances.
Benefit: the Beles-project can be seen as a “trial balloon” with high potential of replication and impact.
#6 Topic ADA’s PPP (Public Private Partnership) funding-line
HH also advised us to consider the establishment of PPP in connection with the Beles-project.
To successfully install such Partnerships, the project-team needs to identify European businesses with interest to
cooperate with the Beles-project on the establishment of serious business ventures.
#6.1 additional information about PPP by RL:
The legal status of both partners must be that of a private limited company.
This PPP-cooperation-projects can focus on any kind of product and/or product-development leading to
marketable products for European markets or vice-versa.
To guarantee a sound start of the project-idea, a budget for a feasibility-study in the value of € 20.000 can be
applied for and will be available with a minimum administrative procedure.
The PPP-rules are such, that a maximum project-budget of €400.000 (exceptions: €500.000) for a period of 3
years (extension +1 yr. optional) is possible. 50% of this budget must be covered equally by the 2 business
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partners in Europe and Ethiopia, 50% are refunded in a 6 month-periods by ADA. The project partner outside
Europe must be able to invest 30% by own economic activity, not relying on a third party financing; the
remaining 20% can be covered by in-kind investment.
The distribution-key of the budget is related to 3 cost units 1) staff costs, travel costs 2) material cost such as
investments for technical equipment and construction materials 3) other costs like office-rents,
communication-costs, costs for marketing and PR (e.g. fairs, PR-material), translation costs, certification
costs (e.g. Fair Trade, organic). The budget-percentage for each area is negotiable to a certain degree.
#7_bilateral agreement between Austrian BMEIA and the Ethiopian MoF
HH explained the bilateral cooperation procedure between Ethiopia and Austria. According to the MoU between
Austria and Ethiopia, Ethiopian budgets will be extended by Austrian assistance, e.g. for basic service delivery (e.g.
funds for certification) according key issues such as food security and industrialization, including exports.
Available Ethiopian financial instruments from the Ethiopian MoF need to be identified.
HH and YTD pointed out that it is not likely that the Beles-project can receive funds from this line, as out of
experience the MoF mostly is using the funds to promote their own projects and to cover internal costs.
Roll-up information about work of ADC
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3.2.3. Meeting Andrea De Marco (ADM) (UNIDO Consultant), Hotel Intercontinental, Addis Ababa,
17.9.2014, 09:30-11:00
M: +251 912 06861, E: [email protected],
Participants: Yoseph Tewodros Delelegn (YTD) (National Project Coordinator), Ralph Liebing (UNIDO Consultant),
Andreas G. Andiel (AGA) (UNIDO Consultant)
Andrea De Marco graduated in the fields of international relations and diplomatic affairs.
Topics discussed:
# 1: Andrea De Marco will specialise in fundraising regarding the Beles project
Funding status:
USD 100.000 UNIDO / Mashav Israel
USD 600.000 OFID 1 (1st transfer to UNIDO processed; progress report submitted OFID for 2nd transfer of USD
300.000)
USD 600.000 OFID 2 under evaluation
EUR 500.000 Austrian BMEIA Section VII.1
# 2: FAO funds from the Italian Development Cooperation; € 250.000; cooperation agreement is pending – a draft
has been sent already to Aurelia Calabro
# 3: Ethiopian authorities want larger projects
# 4: Cooperazione Italiana is interested in contract farming, also regarding Beles
# 5: Export to Middle East Countries and European Countries
# 6: For the replication of the projects more funds could be generated, e.g. USD 4 M – invest in processing and
machines
# 7: new: ATA – Agricultural Transformation Agency; check website carefully; Diaspora involved, USA methodology,
2014 till 2017/2018 1st satellite map of Ethiopia, crop identification; interested in contract farmer, private sector,
guarantee sustainability;
# 8: Establish strong links with external markets and identify the bottle necks
# 9: Other sources of funds: Arabian countries; attract donors by showing the processing plant, machines and
training activities for unemployed youths
# 10: Machines: USD 99.000 plus transport and construction, total USD 120.000; ToR submitted to 4 companies; buy
supply and spare parts;
# 11: share fund mobilization protocol from 2012 with ADM; keep apart formal fundraising and lobbying
# 12: MoFinances Ethiopia: grants funds to cooperatives according ownership; ask regarding finances for UNIDO
Consultancy; follow up essential;
# 13: Sisay A. Shimelis, PTE International Inc., Addis Ababa, Beijing, Djibouti, Dubai, Johannesburg, Luanda, Maputo,
Mumbai, Tianjin, Washington D.C., E: [email protected], exclusive MoU regarding export (evaluate agreement
annually) via Djibouti Seaport, identify export constraints
# 14: ADM informs about a honey project in Tigray from an Argentinian group, “White Honey from Tigray” is
considered as expensive; establish a link to Addisu Alemayehu; honey from Tigray also could be traded via
FAIRTRADE. This would be one of an alternative production during the Beles off season.
# 15: ADM pointed out that there is a possibility that European governments apply for co-funding in the area of
developing projects, which might be an approach for the Austrian BMEIA. ADM explains that the Austrian BMEIA
could achieve funds from European Union; BMEIA grants e.g. € 100.000, EU-Funds of € 900.000 could be granted;
consider this bilateral way of funding. (To be investigated)
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3.2.4. Meeting with KOCIA - Korea International Cooperation Agency, KOICA Ethiopia Office Addis
Ababa, Mr. Halley Teklehaimanot, Program Coordinator [Architect], 14.10.2014, 11:00-11:30
T: +251 (0)11 3720340/41 M: +251 (0)911 772752 E: [email protected] www.koica.go.kr Nefas Silk Lafto Sub City, Kebele 05 P.O. Box: 5652, Addis Ababa T: +251 (0)113- 20340/41, E: [email protected]
Participants: Andreas G. Andiel (UNIDO Consultant)
Minutes:
Korea International Cooperation Agency (KOICA) is a government agency of the Republic of Korea which was established on April 1, 1991. KOICA is currently conducting official aid programs and technical cooperation, likewise supports the socio-economic development of partner developing countries. The Korea - Ethiopia Alumni Association (KEAA) was formally established under the support given by Korea International Cooperation Agency Ethiopia Office (KOICA-Ethiopia Office) which was established in 1995. The Main aim of the association was to promote friendly ties between the two countries through socio - cultural and educational activities among the members of the KOICA Alumni Association and the Ethiopian Society.
KOICA has been established under the Korean Ministry of Finances; bilateral cooperation is possible between KOICA
and the Ethiopian Ministry of Finances and the Ethiopian Ministry of Development; Independent development
project proposals can be submitted, KOICA has the capacity to implement projects by itself;
Approach of application:
Channel respectively submission of an independent part of the UNIDO Beles project through the Tigray Bureau of
Industry & Urban Development and Tigray Agricultural Bureau in Mekelle, Tigray; ask the Bureaus about the sectors
they are working on; volunteer the project through a strong lobby; consider 2017 to achieve a donation; the contract
need to be signed by the Ethiopian MoF for 2017; the project is not to be considered as part of a co-financing
concept; KOICA is interested to contribute in the expansion of the UNIDO Beles project according the 5 years
transformation plan of the Ethiopian government and according a new focus of KOICA regarding the agricultural
development of Tigray in Northern Ethiopia.
KOICA works in the fields of agriculture, education, health, information and commercial technology (ICT) and
governance; for other sectors volunteer programmes of the public sector are available – minor projects are funded
with a budget of USD 50,000. Volunteers are working in Mekelle, Tigray;
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3.2.5. Meeting Addisu Alemayehu, Ethiopian Institute of Agricultural Research, Addis Ababa,
12.10.2014, 15:15-16:00
Participants: Andreas G. Andiel (UNIDO Consultant), Ralph Liebing (UNIDO Consultant)
Minutes: Options for Co-Financing of Beles-project
ECF-Fund, Ethiopian Competitive Facility Fund: offers total donations of USD 600.000 in 3 phases regarding
agro-processing, marketing, export, as well as packaging, promotion and exhibitions supported by highly
qualified local and international experts for 6 months; the project document can be submitted right after the
registration of the Beles processing unit as P.L.C. / organisation / including license; Addisu Alemayehu has a
strong link to ECF, to Dr. Shimelis Ademasu, the Director of the Food, Beverage & Pharmaceutical Industry
Development Institute, who is a Committee Member of the ECF Fund;
ICCO-Fund – the International Christian Cooperational Office in Ethiopia;
“ICCO is the interchurch organization for development cooperation. We work in 44 countries in Africa, Asia and
Latin America. Please visit the links below to learn more about our organization. www.icco-
international.com/int/;
www.agri-profocus.nl - Our partnership promotes farmer entrepreneurship in developing countries;”
basic rules for applications: € 100.000,- per project; calls every 6 months; the Beles processing unit has to be
established as P.L.C. / organisation / including license; identify gap of the Beles development project and apply
for gap filling modules of the project reflecting on machineries, training, experts, marketing, e.g. 3 or 6 shops to
open; funding will be provided for private companies who are working with farmers; NGOs cannot receive funds;
CFC - Common Fund for Commodity: right now there is an open and active call; minimum ETB 250,000; co-
financing of 50% from the granted loan is appreciated; 3rd part co-financing appreciated;
Andreas Andiel, Ralph Liebing, Addisu Alemayehu in a working-meeting
3.2.6. Meeting with Mohammed Kiyar (MK), FAIRTRADE Liaison Officer for Ethiopia and South Sudan,
GAFÉIAS ETHIOPIA Office, Addis Ababa, 15.10.2014, 12:00-12:30
T: +251 (0)920 053823, E: [email protected], [email protected]
Participants: Andreas G. Andiel (UNIDO Consultant)
Minutes: EUPIP (Brussels) is supporting in capacity building.
MK established a strong link to EUPIP and recommends application for funds for the UNIDO Beles project.
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Chapter 04
Introduction of Mr. Addis Alemayehu
Authors: Andreas Andiel, Ralph Liebing
4. Introduction of Mr. Addisu Alemayehu
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4.1. Meetings with Mr. Addisu Alemayehu
4.1.1. Result of the 1st Meeting and interview with Mr. Addisu Alemayehu in Addis Ababa, 16.9.2014
Participants: Yoseph T. Delelegn (UNIDO National Project Coordinator), Ralph Liebing (UNIDO Consultant), Andreas G. Andiel (UNIDO Consultant) The contact to Mr. Addisu Alemayehu came about through Ralph Liebing who met Mr. Alemayehu during the First African Organic Conference in March 2009 in Kampala. His large expertise derives from various studies and professional engagements in the fields of organic agriculture, certification and product and market development in Ethiopia and overseas over the past years. He is founding member of the Ethiopian Association of Organic Agriculture – EAOA, and has been assigned in
September 2014 by HE State Minister of Industry Dr. Mebrahtu Meles, as Vice-Chair of the Steering Committee for
the establishment of the Ethiopian Ten Years Strategic Plan on Spice, Fruit and Vegetables. The study is conducted by
the Universities of Addis Ababa and Adama. The steering committee is responsible for monitoring, evaluation and
providing technical support and support to the study group.
C o n c l u s i o n & P r o p o s a l
Related to this high number of valuable experiences and know-how, Yoseph T. Delelegn, Ralph Liebing
and Andreas Andiel came to the mutual conclusion that Mr. Alemayehu is filling the gap of essential
expertise urgently in need for the project’s development and success.
Therefore we propose Mr. Addisu Alemayehu to be assigned by UNIDO as the project’s
national project advisor.
For further interest please see Mr. Alemayehu’s Curriculum Vitae in the appendix
4.1.2. Suggestion and 1st Draft of Terms of Reference (TOR) for Mr. Addisu Alemayehu,
Ethiopian Institute of Agricultural Research Suggested position name: National Advisor for UNIDO-Beles-Project Main areas of responsibility:
Assessment of the UNIDO-Beles project’s components, setting and development status according to the existing documents
Assessment of the project areas and development status in Tigray including meetings with all important stakeholders involved.
Administrative and organizational support for
o production
o national market development
o export market development
Revision of the Feasibility Study of November 2013 (in team-work)
o Revision of the Beles processing unit management structures (see Feasibility Study, Appendix 5: Operational & Administration and Figure 9: Project Organigram recruitment), development of job-descriptions and team-evaluation of applications, training program supervision and preparation for
72
UNIDO exit strategy in close collaboration with the international project management and the steering committee
In cooperation and co-ordination with the int. project-advisor Ralph Liebing and the team of the marketing & sales-department in Adigrat:
o National market-development
o Export market development (Ethiopian based tasks)
o Supply-chain development and management
o Development of national and international PR-strategy & promotion-strategy
o Product-development
o Brand and logo development
Strengthening and providing technical back-stopping for the institutional development of the umbrella-association of the involved Beles-cooperatives with focus on P G S (Participatory Guarantee System) for organic wild-collection in close co-operation with the designated stakeholders.
Leading the preparatory-process for implementation of FAIRTRADE and Organic Wild Collection in close collaboration with the assigned certification bodies and project steering committee-members.
In collaboration with the steering committee, the national project-coordinator and financial expert (e.g. agro-economists): audit and review of the financial performances in the areas of business administration, investment, production and sales to create a realistic business-plan with status 2015.
Training performances in quality management, related to Organic Agriculture, FAIRTRADE, GAP (Good Agricultural Practice), GMP (Good Manufacturing Practice), HCCP (Hazard Analysis and Critical Control Points) and general documentation of all mentioned processes.
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Chapter 05
Appendix
Roadmaps
o for the finalization of the processing plants in Adigrat
o for the establishment of cooperatives and umbrella cooperatives
o for market development
o for fundraising measures and lobby-work
Sum-up list of recommendations
Lists of questions to different areas concerning the
Adigrat plant
Curriculum Vitae of Mr. Addisu Alemayehu
Brief Introduction of the Authors & Organizations
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5. Appendix:
5.1. Roadmaps 5.1.1. Roadmap for the finalization of the processing plants in Adigrat
Chapter 01: ASSESSMENT REPORTS ADIGRAT & ALITENA
author & responsible for content: Andreas Andiel
Milestones aims steps & tasks responsibilities start deadline comments
A01
Beles processing unit is registered and starts operation
Renovation, machines, staff, training, marketing, transport, clarification of the ownership, registration of P.L.C., estimation of production in tons
renovation of hall 1 and 2 finalized cold storage and deep freezer installed machines installed staff recruited start money provided training given market chains developed transport secured
Yoseph, Dr. Debesaye, SME, UNIDO, Helvetas, Ralph, Andreas 03.2015 05.2015 retardations lead to image loss
A02 Harvesting organized
overcome traditional harvesting methods and establish harvesting methods from Italy or Israel in order to achieve premium quality
Identify harvesting methods in Sicily and Israel and decide which is appropriate to implement in Tigray for 15.000 Beles farmers
YTD, Dr. Debesaye 12.2014 03.2015
Clarify if 1 or 2 harvesting sticks will be provided per farmer; purchase via Helvetas, percentage by UNIDO; excursion to Sicily, training in Israel
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Milestones aims steps & tasks responsibilities start deadline comments
A04
Machines for the Beles processing unit delivered and implemented
Delivery and implementation of machines
arrival in Djibouti harbour and transport to Adigrat, installation, training
Yoseph, Dr. Debesaye 12.2014 03.2015 380 kV electricity supply
A05
Training for participating Beles farmers started and continously practiced
ToT, train model farmers
MoU UNIDO and FAO Extension worker provide trainings
UNIDO, FAO, Helvetas, BARD, Reg. Coop. Agency 02.2015 03.2015
harvesting premium quality, transport, storage
A06
Recruitment and Training of Staff for Beles processing unit completed
Recruitment and Training for 170 young unemployed from SME, job descriptions, start-up money
Recruitment and Training for 170 young unemployed from SME, job descriptions, training courses, start-up money
UNIDO, FAO, AU, MU, TAMPA, SME Helvetas, Andreas 02.2015 03.2015
develop course programme, selection of training experts
A07
Training for Beles processing unit Management given
Entrepreneurship development training, job descriptions
Entrepreneurship development training, job descriptions, training courses
UNIDO, FAO, AU, MU, TAMPA, SME Helvetas, Andreas 02.2015 03.2015
develop course programme, selection of training experts
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Milestones aims steps & tasks responsibilities start deadline comments
A08
Revenue and breakeven re-calculation finalized
revenue and breakeven recalculation
revenue and breakeven recalculation Addisu 01.2015 03.2015 realistic figures; tendency to export market
A09 Cooling trucks available
decision regarding cooling trucks
decision regarding cooling trucks
Dr. Debesaye, Yoseph 01.2015 03.2015
option ETFRUIT cooling trucks instead of purchase
A10
Phase II - processed Beles products implemented
processing of jam, juice etc.
purchase machines recruit and train staff
Dr. Debesaye, Yoseph asap 06.2015 off season utilization strategy
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5.1.2. Roadmap for the establishment of cooperatives and umbrella cooperatives
Milestones aims steps & tasks responsibilities start deadline comments
A11
Foundation of participating harvester Cooperatives for phase I. finalized
Recruitment and establishment of harvester cooperatives, contracts
Recruitment and establishment of harvester cooperatives, contracts, training courses, FAIRTRADE standards development and audits
Regional Cooperative Agency, FAIRTRADE Liaison Officer 01.2015 03.2015 urban areas
A12
Foundation of participating farmers Cooperatives for phase I. finalized
Recruitment and establishment of cooperatives, contracts
Recruitment and establishment of cooperatives, FAIRTRADE standards development and audits, contracts
Regional Cooperative Agency, FAIRTRADE Liaison Officer 01.2015 03.2015 rural areas
A13
Foundation of Umbrella Cooperative finalized
Establishment of an umbrella cooperative, contract
Establishment of an umbrella cooperative, contract, FAIRTRADE standards development and audits
Regional Cooperative Agency, FAIRTRADE Liaison Officer 01.2015 03.2015
cost reduction measurement regarding certification
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5.1.3. Roadmap for Market Development
Chapter 02: MARKET DEVELOPMENT
author & responsible for content: Ralph Liebing
Milestones aims steps & tasks responsibilities start deadline comments
M01
establishment of marketing and sales department
decision of number of employees
development of department scope of duties (marketing & sales) NN 03.2015 04.2015
it is advisable to merge the 2 departments in the beginning. Start of operations latest 04.2015!
recruiting of eligible persons
formulation of indiv. job-descriptions NN 02.2015 04.2015
determination of salary and working conditions NN 02.2015 04.2015
dev. working-contract NN 02.2015 04.2015
M02 domestic market development
database of domestic clients in different sales channels
dev. database of domestic clients in different sales channels Team & Addisu 04.2015
conti-nuous
all minutes of adequate meetings from the FR must be used and followed-up
key-account management
contacting potential clients to present Beles and take orders Team & Addisu 04.2015
conti-nuous
all minutes of adequate meetings from the FR must be used and followed-up
key-account management continuous service Team & Addisu 04.2015
conti-nuous
aiming to establish long-term business-relationships - winning clients as "ambassadors" of the Beles-product range!
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Milestones aims steps & tasks responsibilities start deadline comments
M03 export market development
database of export clients in different sales channels of diff. countries
dev. database export clients in different sales channels of diff. countries
Ralph & team & Addisu 04.2015
conti-nuous
support & coop Ethiopian fruit-exporters
contacts, meetings & negotiations with Ethiopian fruit-exporters Team & Addisu 04.2015
conti-nuous
concrete offers by Fresh Corner & Fantu & EthFruit . All minutes of adequate meetings from the FR must be used and followed-up!
key-account management
contacting & meeting potential clients Ralph 04.2015
conti-nuous initital contacts by RL - follow-up by team
key-account management
contacting & meeting potential clients to present fresh Beles and focus on listing & orders Ralph 05.2015
conti-nuous initial contacts by RL - follow-up by team
key-account management
contacting & meeting potential clients to present processed Beles-products and focus on listing & orders Ralph ???
conti-nuous initital contacts by RL - follow-up by team
M04 Public relation events for domestic market
concrete puplic relation events for domestic market
planning & seeking coop. Partners + possibilities; budget-securing; scheduling
Ralph & team & Addisu 04.2015
conti-nuous
see options for cooperation with EHDA! possibly also with support of chambers of commerce
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Milestones aims steps & tasks responsibilities start deadline comments
M05 Puplic relation events for export market
conrete puplic relation events for export market
planning & seeking coop. Partners & possibilities; budget-securing; scheduling
Ralph & team & Addisu 04.2015
conti-nuous
possible cooperations with EHDA & EHPEA (see 07) - options with chambers of commerce?
M06
Development of Promotion-activities for domestic market
concrete promotion-activities for domestic market
concept-development planning different actions + information materials; budget securing, scheduling
Ralph & team & Addisu 04.2015
conti-nuous
one key-element of domestic promotion is sending out teams into benchmark POS in Addis for tasting our special Beles and tell consumers the special Bele-story > "product with a face"
M07
Development of Promotion-activities for export markets
concrete promotion-activities for export markets
concept development planning different actions + information materials; scheduling of dates; budget securing
Ralph & team & Addisu 04.2015
conti-nuous
there are a number of important food-fairs to be attended in Europe & Middle East. - EHDA (Eth. Horticulte Dev. Agency) and EHPEA (Eth. Horticultural Export-Producer-Association) offered support in terms of collective presentation. All minutes of adequate meetings from the FR must be used and followed-up; additionally similar activities (tastings) will be organised in every country in coop with the importers/wholesalers.
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Milestones aims steps & tasks responsibilities start deadline comments
M08
Promotion-coop. on national level with EHDA, EHPEA etc.
arrangements & agreements
contacts & meetings & negotiations, budget securing
Ralph & team & Addisu 04.2014
conti-nuous
EHDA offered support > follow up according to FR!
M09
Promotion-coop. on export-country-level eg. EHDA, EHPEA, IFOAM etc.
contacts & meetings & negotiations; securing of funds & budget
Ralph & team & Addisu 04.2014
conti-nuous
EHDA and EHPEA offered support in terms of collection presentation
M10 existing Beles-brand
Special brand for Beles-fruits & processed products
development process incl. testing-phase
Ralph & team & Addisu plus graphic-designer 02.2015 05.2015
the development of an attractive, appealing and authentic brand is of high significance for the placement of Beles & Beles-products in the market. No costs & efforts should be spared to reach a brilliant result!
M11
Certification for FAIR TRADE & ORGANIC Wild Collection
contracting & certification process in process
execute PGS- certifications together with SME and farmer's cooperatives
extern. expert (Addisu?) Yoseph, Helvetas, FloCert, SME, ??NN
conti-nuous 05.2015
for all involved groups informative meetings & introductions about FT & OWC must be organized continuously before certification-process is starting; cost-related issues and the distribution key of costs included!
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Milestones aims steps & tasks responsibilities start deadline comments
M12 new processed Beles-products
development of processed product range
evaluate BOKU-market survey of 01.2015
Ralph & team & Addisu 04.2015 has to be translated into English!
production & marketg of range in domestic & export markets
collect sample for tasting & appraising for decision making Ralph 02.2015
decision-making process with management-team all relevant 04.2015
purchase and implementation of processing facilities &
Technical Dir. & team 04.2015 06.2015
minor investments have to be considered and put in the finance-plan
investigation and purchase of product-containers 04.2016 06.2016
deep-freezing-storage decision according to needs; procurement
Technical Dir. & team 04.2015 06.2015
training of staff NN 04.2015 04.2015 Tsega?
Beles product dummies for tasting & decision all relevant ???
dummies should be tasted internally but also externally with potential consumers - questionnaire needed!
name developmt, labels, container, packaging
Ralph & team & Addisu 04.2015 06.2014
label-dev. according to international (EU, US) labelling standards
M13 Beles & web & social media
development of presentation on WWW, face-book, Youtube
concept-dev.; seeking support by experts & professionals; testing phase before going online; budget-securing
Ralph & team & Addisu 04.2015
start of production
attractive web-presence is essential; the presentation of authentic persons (smallhold-farmers) and their continuous benefit from the project is crucial; budget in finance-plan? - face-book needs Content-service & updating, important tools for sympathy & sales
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5.1.4. Roadmap for Fundraising Measures and Lobby-work
Chapter 03: FUNDRAISING AND LOBBY-WORK
author & responsible for content: Andreas Andiel
Milestones aims steps & tasks responsibilities start deadline comments
F01 Financial support by BMEIA, Section VII.1
acquiring financial support by BMEIA, Section VII.1
information regarding submission criteria, elaborating submission document, submission, follow up; asap appointment with Manfred Schnitzer regarding steps and submission
Aurelia, Yoseph, Andreas, Ralph asap 06.2015
precondition: registration of the Beles processing unit as P.L.C.
F02 Fund-mobilization with EUPIP
acquiring financial support by EUPIP
information regarding submission criteria, elaborating submission document, submission, follow up
Andreas, Mohammed Kiyar (FAIRTRADE) asap 06.2015
precondition: registration of the Beles processing unit as P.L.C.
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Milestones aims steps & tasks respon- sibilites start deadline comments
F03 Fund-mobilization with KOICA
acquiring financial support by KOICA
submit an independent part of the UNIDO Beles project through the Tigray Bureau of Industry & Urban Development and Tigray Agricultural Bureau in Mekelle, Tigray; contract needs to be signed by the Ethiopian MoF for 2017
Andreas, Halley Teklehaimanot (KOICA Addis Ababa), Aurelia Calabro 02.2015 06.2017
the project is not to be considered as part of a co-financing concept; KOICA is interested to contribute in the expansion of the UNIDO Beles project according the 5 years transformation plan of the Ethiopian government and according a new focus of KOICA regarding the agricultural development of Tigray in Northern Ethiopia; precondition: registration of the Beles processing unit as P.L.C.
F04
Fund-mobilization with ECF-Fund, Ethiopian Competitive Facility Fund
acquiring financial support by ECF-Fund, Ethiopian Competitive Facility Fund (Co-financing)
submit an independent part of the UNIDO Beles project through the Tigray Bureau of Industry & Urban Development and Tigray Agricultural Bureau in Mekelle, Tigray; contract needs to be signed by the Ethiopian MoF for 2017
Yoseph, Andreas, Addisu, Dr. Shimelis Ademasu (Director F&B, Pharmaceutical Industry Development Institute, Committee Member ECF Fund 02.2015 12.2015
ECF-Fund offers total donations of USD 600.000 in 3 phases regarding agro-processing, marketing, export, as well as packaging, promotion and exhibitions supported by highly qualified local and international experts for 6 months; precondition: registration of the Beles processing unit as P.L.C.
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Milestones aims steps & tasks responsibilities start deadline comments
F05
Fund-mobilization with ICCO-Fund – the International Christian Cooperational Office (Ethiopia)
acquiring financial support by ICCO-Fund – the International Christian Cooperational Office in Ethiopia (Co-financing)
information regarding submission criteria, elaborating submission document, submission, follow up
Yoseph, Andreas, Addisu, Dr. Shimelis Ademasu (Director F&B, Pharmaceutical Industry Development Institute, Committee Member ECF Fund) 05.2015 12.2015
promotes farmer entrepreneurship in developing countries;” basic rules for applications: € 100.000,- per project; calls every 6 months; identify gap of the Beles development project and apply for gap filling modules of the project reflecting on machineries, training, experts, marketing, e.g. 3 or 6 shops to open; funding will be provided for private companies who are working with farmers; precondition: registration of the Beles processing unit as P.L.C.
F06
Fund-mobilization with CFC - Common Fund for Commodity
acquiring financial support by CFC - Common Fund for Commodity (Co-financing)
information regarding submission criteria, elaborating submission document, submission, follow up
Yoseph, Andreas, Addisu 12.2014 12.2015
right now there is an open and active call; minimum ETB 250,000; co-financing of 50% from the granted loan is appreciated; 3rd part co-financing appreciated; precondition: registration of the Beles processing unit as P.L.C.
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Milestones aims steps & tasks responsibilities start deadline comments
F07
Fund-mobilization with CFC - Common Fund for Commodity
acquiring financial support by CFC - Common Fund for Commodity (Co-financing)
information regarding submission criteria, elaborating submission document, submission, follow up
Yoseph, Andreas, Addisu 12.2014 12.2015
right now there is an open and active call; minimum ETB 250,000; co-financing of 50% from the granted loan is appreciated; 3rd part co-financing appreciated; precondition: registration of the Beles processing unit as P.L.C.
F08
UNIDO MoU regarding FAO funds from the Italian Development Cooperation
acquiring financial support by FAO
cooperation agreement is pending – a draft has been sent already to Aurelia Calabro
Andrea De Marco, Aurelia 12.2014 04.2015 € 250.000
F09
Fund-mobilization with ATA – Agricultural Transformation Agency
acquiring financial support by ATA – Agricultural Transformation Agency
information regarding submission criteria, elaborating submission document, submission, follow up
Andrea De Marco, Andreas 12.2014 04.2015
interested in contract farmer, private sector, guarantee sustainability
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Milestones aims steps & tasks responsibilities start deadline comments
F10
Fund-mobilization with Arabian countries
acquiring financial support by Arabian countries
information regarding submission criteria, elaborating submission document, submission, follow up
Andrea De Marco, Andreas 12.2014 04.2015
attract donors by showing the processing plant, machines and training activities for unemployed youths
F11
Fund-mobilization with BMEIA Austria via European governments
acquiring financial support by BMEIA Austria via European governments
information regarding submission criteria, elaborating submission document, submission, follow up
Andrea De Marco, Andreas 12.2014 04.2015
apply for co-funding in the area of developing projects, which might be an approach for the Austrian BMEIA. The Austrian BMEIA could achieve funds from European Union; BMEIA grants e.g. € 100.000, EU-Funds of € 900.000 could be granted; consider this bilateral way of funding
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8.3. Sum-up list of recommendations
Recommendations (sum-up list)
topic recommendation Deadline (option) comment
01 revision of Financial Analysis (as of Feasibility Study of 11.2013)
revise the complete project finance-plan in all details of all cost-centers
The entire cost-structure of the project influences the success of the project and the planned exit-strategy after 4 years!
C O S T T R A N S P A R E N C Y
„The project’s viabilty is most important for the final success of the project“ (Dr. Debesaye, 10.2104)
02 revision of organigrame revision of staff-organigram Adigrat asap potential of rationalization & cost saving
03 re-calculation of Beles-price for domestic and export markets asap price-differences of market-surveys
04 cost-factors PR & promotion concept & calculation
integration into finance-plan cost center with tendency of high costs!
05 search for logistician o Adigrat > Addis
the cheapest is not always the best!
o Adigrat > Mekelle Airport (cool store)
o Ethiopian cities
o Export-handling
off Adigrat
off Airport
Mekelle
Addis
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06 air-freight Inquiry about standards of source: chamber of commerce or
o Delivery
logisticians
o Packaging
o Quantiy per charge
o Administration/export-paperwork
o Ask wholsalers about coop & rates
EthFruit
FreshCorner
Fantu 05.2014
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5.2. Lists of questions to different areas concerning the Adigrat plant ~ author: RL
01_Recruiting of Management Who is performing the recruitments for the Management-team in Adigrat?
Start?
02_Recruitment of staff
Who is performing the recruitment of different staff?
03_Job-descriptions
Who is in charge of formulating the different job-descriptions for the different department and position?
04_Manuals for working processes in plant in Adigrat
Are there existing manuals for the different work-processes according to the organigram?
If not: who is responsible for the development?
05_Beles-crates
As cost-factor in finance-plan?
Labelling standards for crate to investigate (domestic/export)
Who decides about the type of crate to be used?
How many crates as 1st order?
06_Income department
Will there be a incoming-department (missing on the organigram)
Who is responsible for the purchase of Beles?
07_Pricing & calculation
Who is responsible for the calculation of price, for pricing in general?
What is the basis of calculation?
Which prices are paid to the smallhold farmers? (there is a difference between indications in the
feasibility-study of 11.2013 and the data of Maresu)
When do farmers/suppliers receive their money?
08_Contracting farmers
Will there be supply contracts with individual farmers or cooperatives?
how is the assingnment of the smallhold-farmers organised in terms of „right“ number of contract-farmers?
09_Harvesting & Beles-collection
How is the harvesting & delivery to Adigrat organised?
Who is deciding about the demanded quantity per day/week for all existing markets?
10_Harvesting tool
When will there be a decision about the upgraded harvesting tool
Who is in charge?
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5.3. Curriculum Vitae of Mr. Addisu Alemayehu
Curriculum Vitae
Personal Information
Surname(s) / First Name(s) Ferede Addisu Alemayehu
Address (es) Addisu Alemayehu, P.O. Box 687, Code 1230, Addis Ababa, Ethiopia.
Telephone(s) + 251-11-4197779(office) Mobile 251-911-807523
Telephone(s) +251-114349814(home)
Fax (es) 251-11-4197780
E-mail(s) [email protected]/ [email protected]/[email protected]
Nationality Ethiopian
Date of Birth 26/06/1981
Gender Male
Work Experience
Date June 2012 till now
Occupation or Position held Free Liaison Lead Assessor and Business Developer
Main Activities and Responsibilities 1. Assess the organisation performance of producer organisations, private companies and farmers cooperatives
2. Assess the institutional, financial and marketing policies of organisations 3. develop assessment report for capacity builders, banks, international NOGs and business
partners 4. developing product and business plan
Name and Address of Employer SCOPE Insight/ Netherlands
Type of Business or Sector Private Sector
Supervisor’s Name/ Position Anne Shoemaker/Global Assessment Manager
Supervisor’s Email Address [email protected]
Supervisor’s Telephone Number +31302348273
Date December 2013 till now
Occupation or Position held Spice, Herbs and Aromatic Private Sector Development Facilitator
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Main Activities and Responsibilities 1. Assess the private sector demand and provide capacity building programme in trade, marketing, product development, business plan and feasibility study
2. Facilitate trade agreement, market linkage, business partnership and joint venture investment in agro-processing and value addition
3. Promotion of Ethiopian products and trade development through trade and investment mission.
4. prepare a proposal on establishment and operational modalities of spice, herbs and aromatic plants platform of Ethiopia
5. identify and communicate participants for platform members 6. prepare stakeholders’ engagement procedures, terms of reference 7. moderate quarterly platform meeting and public private partnership dialogue 8. prepare the programme and report of the platform meeting
Name and Address of Employer Addis Ababa chamber of Commerce and Sectoral Association(AACCSA)
Type of Business or Sector Agribusiness Supporting Facility( Private Sectoral Association)
Supervisor’s Name/ Position Mr. Gertjan Becx(Lead Project Advisor)
Supervisor’s Email Address [email protected]/ www.addischamber.com/absfproject
Supervisor’s Telephone Number +251-912660725/115542405
Date June 2014 till now
Occupation or Position held Part time Business Advisor
Main Activities and Responsibilities 1. Assess the market and competitiveness of the company and its products
2. Provide technical advise in production, new product development and quality management one day per week
3. Search innovative business ideas, grants, soft loans and joint venture 4. Prepare documentation( technical and financial) of the company 5. Follow up the company performance and give back stopping for the company in improving the
performance 6. Make feasibility study and prepare business plan for new business investment and expansion
Name and Address of Employer H.E.A Spice and Seasoning PLC
Type of Business or Sector Spice Processor and Seasoning Private Companies
Supervisor’s Name/ Position Elsa Habte G/Mariam General Manager
Supervisor’s Email Address [email protected]/[email protected],
Supervisor’s Telephone Number +251-911611090
Date February 2013 till Now
Occupation or Position held Associate Researcher
Main Activities and Responsibilities 1. Make baseline survey for identification of major gaps in production, products development, quality management, financial and human resource management
2. designing research project proposal that increasing production and productivity of spice and herbs in the country
3. preparing spice production and processing manuals, guidelines, leaflets 4. providing training and advisory service for private companies, farmers, students and development
workers 5. organising and participating on national and international workshops, conferences and meetings 6. other activities assigned by my employer
Name and Address of Employer Ethiopian Institute of Agricultural Research P.O. Box 2003, Code 1000, A.A, Ethiopia
Type of Business or Sector Research
Supervisor’s Name/ Position Girma Haile Micheal, Coordinator and Case Team
Supervisor’s Email Address [email protected]/[email protected]
Supervisor’s Telephone Number +251-917808895
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Date February 2011 - January 2013
Occupation or Position held Assistant Researcher I
Main Activities and Responsibilities 1. Data collection, analysis and interpretation of national spice research project activities 2. scaling up and out of spice technologies to end user 3. Identification and Prioritization of major challenges of spice production 4. Writing Research Project Proposal , annual and progress report 5. collection, evaluation and selection of indigenous and exotic spice accession and variety
development 6. providing training and advisory service for students, investors, farmer and agricultural expert in
spice production, processing and marketing 7. other activities assigned by my employer
Name and Address of Employer Ethiopian Institute of Agricultural Research P.O. Box 2003, Code 1000, A.A, Ethiopia
Type of Business or Sector Research
Supervisor’s Name/ Position Girma Haile Micheal, Coordinator and Case Team
Supervisor’s Email Address [email protected]/[email protected]
Supervisor’s Telephone Number +251-917808895
Date May 2007 → October 2010
Occupation or Position held Deputy Manager
Main Activities and Responsibilities 1. Organizing and giving training in organic and ecological agriculture for different clients. 2. Developing business plan, project feasibility study and strategic plan development for farmers,
traders, NGOs and CBOs, 3. Provide training on organic production, export, marketing, certification and community growers’
group value chain and quality management. 4. Provide advisory service in organic marketing, Participatory market chain approach and internal
control System (ICS) development for group producers and exporters. 5. Provide consultancy service on organic project formulation, mid term and post programme
evaluation and organic research. 6. Prepare financial and technical report of the company projects. 7. Developing market linkage, market chain and company profile. 8. Participating on different Workshops and meeting. 9. Promoting the company mission and build network with wide rage of organisations (more than
200 organisations) and create collaboration. 10. Building capacity of farmers, traders and policy makers in sustainable and organic agriculture. 11. Managing the financial and technical resources of the company.
Name and Address of Employer Aco Ersha Promotion PLC P.O. Box 14230, Addis Ababa, Ethiopia
Type of Business or Sector Consultancy Company
Supervisor’s Name/ Position Mohammed Kiyar, General Manger
Supervisor’s Email Address [email protected]
Supervisor’s Telephone Number +251-114197779
Date September 17,2008 to Sept 2009
Occupation or Position held IFOAM Contact Point Coordinator in Ethiopia
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Main Activities and Responsibilities 1. carry out the activities as planed with the International Federation of Organic Agriculture Movement(IFOAM)
2. Made communication flow in both directions between IFOAM and Ethiopia and within neighbouring countries and other IFOAM contact points in Africa about organic agriculture, environment, biodiversity and sustainable agriculture.
3. Participate actively in the discussion within the network. 4. Represent IFOAM when mandated by the IFOAM executive director and in accordance with
IFOAM policy 26 on external representation. 5. perform basic membership related activities in coordination with the IAO and IFOAM Head
office 6. Contribute articles on organic agriculture development and experiences, event
announcements and other relevant contributions for the electronic monthly newsletter. African Organic News.
7. Promote the IFOAM PR materials during networking activities.
Name and Address of Employer International Federation of Organic Agriculture Movement(IFOAM),Charles-de-Gaulle-Str.5. D-53113, Bonn, Germany
Type of Business or Sector NGO
Supervisor’s Name/ Position Herve Bouagnimbeck, IFOAM Africa Office Coordinator Head Office
Supervisor’s Email Address [email protected]/www.ifoam.org
Supervisor’s Telephone Number +49-228-95650-23
Date July 2007 → October 2009
Occupation or Position held General Manager/Coordinator of EAOA
Main Activities and Responsibilities 1. Prepare strategic plan and project proposal on community development and Impact assessment.
2. Developing organic agriculture public private partnership among governmental, private and international agencies.
3. Organic and ecological agriculture advocacy, lobbing and networking with both local and international organisations.
4. Manage the financial and technical issues of the association projects. 5. Preparing agenda and minuets for Board meeting. 6. Promotion of the association and organic products on the International events. 7. Responsible for doing the day-to-day activities of the association. 8. Corresponds and sign agreements with different organisations on behalf of the association. 9. Develop training manuals and organise and facilitate national and international conferences
meeting and workshops on organic agriculture, climatic change and ecological farming. 10. Prepare and present quarterly and annual reports to the board and international donors. 11. Prepare policies and action plans for the association, to be approved by the board. 12. Do fundraising activities for the organisation. 13. Coordinates the association activities. 14. Executes any other activities as instructed by the board.
Name and Address of Employer Ethiopian Association of Organic Agriculture (EAOA), P.O.Box 1432, Addis Ababa, Ethiopia
Type of Business or Sector NGO
Supervisor’s Name/ Position Tsegaye Kassa, Vice president of EAOA
Supervisor’s Email Address [email protected]
Supervisor’s Telephone Number +251-911173748
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6. Brief Introduction of the Authors & Organizations
ORA & Ralph Liebing
ORA is the internationally engaging Organic Retailers Association with it’s headquarter in Vienna,
Austria. ORA is member of the IFOAM-EU Group (International Federation of Organic Agriculture
Movements, Europe Section).
Ralph Liebing is a founding member and CEO of ORA and has profound experience and knowhow
in international organic market-development and capacity building.
The development of products and product ranges, as well as the linked promotions and public-relation activities are
one of the many supporting areas ORA can provide. ORA is embedded in the vast network of the international
organic food-processing and trading industry and able to link to potential buyers in processing, wholesale and retail.
www.o-r-a.org
GAFÉIAS & Andreas G. Andiel
GAFÉIAS, the Global Association for Environmental Investments and Sustainability of
Economic, Social and Environmental Spheres is registered as NGO in Vienna, Austria and
initiates and implements international development cooperation projects. GAFÉIAS is
registering a subsidiary, GAFÉIAS ETHIOPIA, in Addis Ababa, Ethiopia, in order to foster
development cooperation focussing on street children reintegration, water management for
cities in semi-arid areas, success & life principles trainings as well as in regards of Eco
Tourism and Heritage.
Andreas G. Andiel is initiator, a founding member and President & CEO of GAFÉIAS.
www.gafeias.org
REPORT PREPARED BY & DATES & SIGNATURE: 30 November 2014
Ralph LIEBING - International Consultant, ORA - International Organic Retailers Association
Andreas G. ANDIEL - International Consultant, Rural Entrepreneurship Development
