Future market segments for hybrid maize in East Africa

dc.creatorRutsaert, P.
dc.creatorDonovan, J.A.
dc.creatorMawia, H.
dc.creatorde Sousa, K.
dc.creatorEtten, J. van
dc.date2023-01-25T01:30:16Z
dc.date2023-01-25T01:30:16Z
dc.date2022
dc.date.accessioned2023-07-17T20:10:16Z
dc.date.available2023-07-17T20:10:16Z
dc.identifierhttps://hdl.handle.net/10883/22467
dc.identifier.urihttps://repositorioslatinoamericanos.uchile.cl/handle/2250/7514211
dc.descriptionThe current seed product market segmentation by the Consultative Group on International Agricultural Research (CGIAR) for maize in East Africa includes four segments, which differ by agro-ecological zone and maturity class. However, considering the lengthy period required to produce a variety, from initial design to commercial production, a critical question should be asked: what are future segments that should be considered in discussions on current breeding investments? Video-based product concept testing (VPCT) is a novel approach for gathering insights from farmers about their varietal preferences to inform future market segmentation. This brief explains the conceptual and methodological underpinnings of VPCT. We present an application of the tool in hybrid maize. Seven new product concepts (representing potential future market segments) were identified based on discussions with breeders, seed companies and farmers, which we labelled: home use, intercropping, drought avoidance, nutritious, feed (yellow), green maize and food and fodder. These future concepts, together with the resilient benchmark product concept (the current breeding target), were evaluated through triadic comparisons with 2400 farmers in Kenya and Uganda. In Uganda, the drought avoidance concept ranked high, while in Kenya the intercropping concept stood out. Concept testing provides a strong case for new investments to integrate agronomic practices and preferences of farmers into breeding, on-farm testing and seed systems. Future work will estimate the implications of increased availability (and uptake) of these future segments on the current segmentation.
dc.languageEnglish
dc.publisherCGIAR
dc.relationNutrition, health & food security
dc.relationPoverty reduction, livelihoods & jobs
dc.relationGender equality, youth & social inclusion
dc.relationMarket Intelligence
dc.relationSystems Transformation
dc.relationGenetic Innovation
dc.relationCGIAR Trust Fund
dc.relationhttps://hdl.handle.net/10568/128238
dc.rightsCIMMYT manages Intellectual Assets as International Public Goods. The user is free to download, print, store and share this work. In case you want to translate or create any other derivative work and share or distribute such translation/derivative work, please contact CIMMYT-Knowledge-Center@cgiar.org indicating the work you want to use and the kind of use you intend; CIMMYT will contact you with the suitable license for that purpose
dc.rightsOpen Access
dc.subjectAGRICULTURAL SCIENCES AND BIOTECHNOLOGY
dc.subjectMARKET SEGMENTATION
dc.subjectMAIZE
dc.subjectHYBRIDS
dc.subjectSMALLHOLDERS
dc.subjectSustainable Agrifood Systems
dc.titleFuture market segments for hybrid maize in East Africa
dc.typeBrochure
dc.typePublished Version
dc.coverageEast Africa
dc.coverageFrance


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