Evolution of Market Segmentation and Target Product Profile Development in the CIP Potato and Sweetpotato Breeding Programs
The CGIAR Initiative on Market Intelligence (MI Initiative) is bringing together a multidisciplinary team of scientists including breeders, agronomists, pathologists, seed system experts, social and gender scientists, crop and climate modelers along with national agriculture research and extension s...
| Autores principales: | , , , , |
|---|---|
| Formato: | Informe técnico |
| Lenguaje: | Inglés |
| Publicado: |
2024
|
| Materias: | |
| Acceso en línea: | https://hdl.handle.net/10568/163558 |
| _version_ | 1855533155074703360 |
|---|---|
| author | Friedmann, M. Chaudari, S. Mendes, T. Polar, Vivian Ssali, R.T. |
| author_browse | Chaudari, S. Friedmann, M. Mendes, T. Polar, Vivian Ssali, R.T. |
| author_facet | Friedmann, M. Chaudari, S. Mendes, T. Polar, Vivian Ssali, R.T. |
| author_sort | Friedmann, M. |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | The CGIAR Initiative on Market Intelligence (MI Initiative) is bringing together a multidisciplinary team of scientists including breeders, agronomists, pathologists, seed system experts, social and gender scientists, crop and climate modelers along with national agriculture research and extension systems (NARES) from target countries to design a demand-led breeding approach of varietal improvement across CGIAR mandate crops. Although there is a large existing body of work on the traits and varieties farmers prefer, including the differences in trait preferences between men and women, this has not been compiled in a standardized form that can be used for comparative purposes to inform trait prioritization and breeding investments more systematically. Since demand-led breeding involves superimposing consumer and producer-centered thinking on the agroecology-driven breeding programs, this requires substantial efforts in collecting market intelligence data to understand the drivers of variety adoption (Lindqvist-Kreuze et al., 2024). Therefore, the MI Initiative is defining strategies for generating and using market intelligence in order to guide decisions on breeding program design and prioritization.
A central tenet of demand-led breeding programs is the identification of market segments and the definition of the ideal variety to meet the requirements within each segment. A market segment is defined as a group of farmers with common variety requirements that include production (where and how the crop is grown) and end-user requirements (what the crop is used for)1. This segmentation takes into account the geographical region, agro-ecological zone(s), end use of the crop (fresh product, processed, as feed), color (for roots and tubers-skin, flesh), production environment, production system (rainfed/irrigated), and maturity (Lindqvist-Kreuze et al., 2024). Once the market segments are defined, then varieties are designed to have a set of traits that respond to the needs and preferences of producers, processors and consumers in the specific market segment. These are called TPPs and consist of critical traits that must be found in the new product, with defined levels and thresholds, usually compared to benchmark varieties that are popular in that market segment. There are additional traits that are also desirable, and might lead to particular impacts, be it in nutrition, gender equity, adaptation to climate change, or resistance to emerging diseases. These are also part of the TPP and undergo a prioritization process as not all traits might reach the desired levels during the breeding cycle. The current CIP breeding pipelines and market segments have been thoroughly described in detail in recent studies and datasets (Naziri, 2024a; Naziri, 2024b; Ojwang et al., 2023).
In 2018, the CIP potato and sweetpotato breeding programs underwent an evaluation using the Breeding Program Assessment Tool (BPAT)2, with a subsequent evaluation of the Africa breeding hubs in 2021. The evaluations identified a number of strengths as well as gaps in the breeding programs. This resulted in several recommendations, among which was a call for carrying out market research to inform the breeding programs. The product profiles were found to need further refinement, be more focused on relevant market segments, and to use multidisciplinary teams to prioritize traits in a formalized process.
This brief looks at the evolution of the development of market segmentation to guide the definition of TPPs in the International Potato Center (CIP)-led potato and sweetpotato breeding programs. A survey questionnaire was developed to evaluate the development and use of market intelligence to inform the design of TPPs (see Annex 1). The questionnaire strove to separate activities predating the establishment of the MI Initiative (until December 2021) and those taking place since the start of the Initiative (January 2022). The questionnaire was shared with the CIP sweetpotato breeders based in Uganda, and lead potato breeders for South Asia and Southeast Asia, and East Africa. This was followed with individual interviews with the breeders to expand on some points discussed in the questionnaire. |
| format | Informe técnico |
| id | CGSpace163558 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| record_format | dspace |
| spelling | CGSpace1635582025-11-06T13:49:29Z Evolution of Market Segmentation and Target Product Profile Development in the CIP Potato and Sweetpotato Breeding Programs Friedmann, M. Chaudari, S. Mendes, T. Polar, Vivian Ssali, R.T. plant breeding market intelligence seed systems food security The CGIAR Initiative on Market Intelligence (MI Initiative) is bringing together a multidisciplinary team of scientists including breeders, agronomists, pathologists, seed system experts, social and gender scientists, crop and climate modelers along with national agriculture research and extension systems (NARES) from target countries to design a demand-led breeding approach of varietal improvement across CGIAR mandate crops. Although there is a large existing body of work on the traits and varieties farmers prefer, including the differences in trait preferences between men and women, this has not been compiled in a standardized form that can be used for comparative purposes to inform trait prioritization and breeding investments more systematically. Since demand-led breeding involves superimposing consumer and producer-centered thinking on the agroecology-driven breeding programs, this requires substantial efforts in collecting market intelligence data to understand the drivers of variety adoption (Lindqvist-Kreuze et al., 2024). Therefore, the MI Initiative is defining strategies for generating and using market intelligence in order to guide decisions on breeding program design and prioritization. A central tenet of demand-led breeding programs is the identification of market segments and the definition of the ideal variety to meet the requirements within each segment. A market segment is defined as a group of farmers with common variety requirements that include production (where and how the crop is grown) and end-user requirements (what the crop is used for)1. This segmentation takes into account the geographical region, agro-ecological zone(s), end use of the crop (fresh product, processed, as feed), color (for roots and tubers-skin, flesh), production environment, production system (rainfed/irrigated), and maturity (Lindqvist-Kreuze et al., 2024). Once the market segments are defined, then varieties are designed to have a set of traits that respond to the needs and preferences of producers, processors and consumers in the specific market segment. These are called TPPs and consist of critical traits that must be found in the new product, with defined levels and thresholds, usually compared to benchmark varieties that are popular in that market segment. There are additional traits that are also desirable, and might lead to particular impacts, be it in nutrition, gender equity, adaptation to climate change, or resistance to emerging diseases. These are also part of the TPP and undergo a prioritization process as not all traits might reach the desired levels during the breeding cycle. The current CIP breeding pipelines and market segments have been thoroughly described in detail in recent studies and datasets (Naziri, 2024a; Naziri, 2024b; Ojwang et al., 2023). In 2018, the CIP potato and sweetpotato breeding programs underwent an evaluation using the Breeding Program Assessment Tool (BPAT)2, with a subsequent evaluation of the Africa breeding hubs in 2021. The evaluations identified a number of strengths as well as gaps in the breeding programs. This resulted in several recommendations, among which was a call for carrying out market research to inform the breeding programs. The product profiles were found to need further refinement, be more focused on relevant market segments, and to use multidisciplinary teams to prioritize traits in a formalized process. This brief looks at the evolution of the development of market segmentation to guide the definition of TPPs in the International Potato Center (CIP)-led potato and sweetpotato breeding programs. A survey questionnaire was developed to evaluate the development and use of market intelligence to inform the design of TPPs (see Annex 1). The questionnaire strove to separate activities predating the establishment of the MI Initiative (until December 2021) and those taking place since the start of the Initiative (January 2022). The questionnaire was shared with the CIP sweetpotato breeders based in Uganda, and lead potato breeders for South Asia and Southeast Asia, and East Africa. This was followed with individual interviews with the breeders to expand on some points discussed in the questionnaire. 2024-12 2024-12-16T16:53:11Z 2024-12-16T16:53:11Z Report https://hdl.handle.net/10568/163558 en Open Access application/pdf Friedmann, M.; Chaudari, S.; Mendes, T.; Polar, V.; Ssali, R. 2024. Evolution of Market Segmentation and Target Product Profile Development in the CIP Potato and Sweetpotato Breeding Programs. 14 p. DOI: 10.4160/cip.2024.10.002 |
| spellingShingle | plant breeding market intelligence seed systems food security Friedmann, M. Chaudari, S. Mendes, T. Polar, Vivian Ssali, R.T. Evolution of Market Segmentation and Target Product Profile Development in the CIP Potato and Sweetpotato Breeding Programs |
| title | Evolution of Market Segmentation and Target Product Profile Development in the CIP Potato and Sweetpotato Breeding Programs |
| title_full | Evolution of Market Segmentation and Target Product Profile Development in the CIP Potato and Sweetpotato Breeding Programs |
| title_fullStr | Evolution of Market Segmentation and Target Product Profile Development in the CIP Potato and Sweetpotato Breeding Programs |
| title_full_unstemmed | Evolution of Market Segmentation and Target Product Profile Development in the CIP Potato and Sweetpotato Breeding Programs |
| title_short | Evolution of Market Segmentation and Target Product Profile Development in the CIP Potato and Sweetpotato Breeding Programs |
| title_sort | evolution of market segmentation and target product profile development in the cip potato and sweetpotato breeding programs |
| topic | plant breeding market intelligence seed systems food security |
| url | https://hdl.handle.net/10568/163558 |
| work_keys_str_mv | AT friedmannm evolutionofmarketsegmentationandtargetproductprofiledevelopmentinthecippotatoandsweetpotatobreedingprograms AT chaudaris evolutionofmarketsegmentationandtargetproductprofiledevelopmentinthecippotatoandsweetpotatobreedingprograms AT mendest evolutionofmarketsegmentationandtargetproductprofiledevelopmentinthecippotatoandsweetpotatobreedingprograms AT polarvivian evolutionofmarketsegmentationandtargetproductprofiledevelopmentinthecippotatoandsweetpotatobreedingprograms AT ssalirt evolutionofmarketsegmentationandtargetproductprofiledevelopmentinthecippotatoandsweetpotatobreedingprograms |