Sell Smart, Grow Fast
Marketing Strategies is a targeted toolkit designed to enhance market access and visibility for cassava seed producers. It provides practical guidance and tools for understanding customer segments, improving product positioning, and developing demand-driven marketing approaches. By addressing key challenges such as low market awareness, weak customer relationships, and poor pricing strategies, Marketing Strategies empowers seed entrepreneurs to attract buyers, build trust, and grow profitable, resilient seed businesses; especially for vegetatively propagated crops like cassava.
This technology is pre-validated.
Adults 18 and over: Positive high
The poor: Positive high
Under 18: Positive medium
Women: Positive high
Climate adaptability: Moderately adaptable
Farmer climate change readiness: Significant improvement
Biodiversity: Positive impact on biodiversity
Carbon footprint: Same amount of carbon released
Environmental health: Does not improve environmental health
Soil quality: Improves soil health and fertility
Water use: A bit less water used
The Marketing Strategies technology provides development institutions with a powerful tool to transform the cassava seed system. By focusing on promoting high-quality, certified cassava seeds, the technology enhances the effectiveness of seed production and distribution, driving economic growth and improving food security. This technology not only supports seed producers in boosting productivity but also empowers them with effective marketing strategies that improve market access, customer engagement, and business development.
Key activities to adopt the technology include:
By adopting Marketing Strategies technology, development institutions can enhance seed systems, drive inclusive economic growth, and support sustainable agricultural practices. This approach not only boosts productivity but also strengthens the resilience of farming communities to climate change while improving food security and fostering equitable growth in rural areas.
Cost of deploying the marketing strategy
Open source / open access
Country | Testing ongoing | Tested | Adopted |
---|---|---|---|
Nigeria | –No ongoing testing | –Not tested | Adopted |
Tanzania | –No ongoing testing | –Not tested | Adopted |
This technology can be used in the colored agro-ecological zones. Any zones shown in white are not suitable for this technology.
AEZ | Subtropic - warm | Subtropic - cool | Tropic - warm | Tropic - cool |
---|---|---|---|---|
Arid | ||||
Semiarid | ||||
Subhumid | ||||
Humid |
Source: HarvestChoice/IFPRI 2009
The United Nations Sustainable Development Goals that are applicable to this technology.
It helps farmers transition to high-quality, disease-free seeds, boosting productivity, harvest reliability, and income. This increased income supports improved access to food, healthcare, and education, contributing to poverty reduction.
By shifting from low-yield materials to certified seeds, farmers produce more food on the same land, improving household food availability and enhancing local food security, particularly in rural areas.
It helps seed entrepreneurs understand market demands, reach customers, and competitively position their products, leading to business growth and creating employment opportunities across the value chain.
Last updated on 2 May 2025