Marketing Compost (EAWAG) - The Water, Sanitation and Hygiene

5.3 Meeting demand through production
Marketing is about understanding and stimulating demand for a product.
However, if you are stimulating demand, be sure you can meet it with
supply.
Composting plants often place their focus on producing compost and then
trying to convince customers to buy it. Marketing reverses this approach by
having customer requirements determine the production process. Production
management centres on meeting demand and producing a consistent highquality
compost.
Key considerations for planning production
What volume of compost can be produced in how many days/weeks
Does this meet customers’ demand or do customers have to wait
Is sufficient compost storage space available
How is the compost quality monitored How could it be monitored better
What seasonal variations may arise during the production process (e.g.
supply of raw materials may slow down during winter when fewer vegetables
are consumed or the speed of the composting process may increase
during warmer periods).
Storage
It is important to separate compost from raw materials to avoid contamination
with weed seeds or waste. A farmer would be very dissatisfied if a crop
of weeds followed the application of compost. Compost should be sheltered
from the sun to prevent it from drying or protected from rain to prevent water
logging and nutrient leaching.
Warehousing is important to ensure a reliable and smooth supply, as well as
to provide storage during periods of high production or low demand. Inventory
management deals with aspects of storing compost including its age and quality,
current production rates and future marketability.
The example in Figure 5.3 below describes the problems faced by many composting
companies in meeting compost demand. The composting plant illus
trated has a compost production capacity of 20 tonnes per month. Compost is
supplied to three main customers:
Customer 1 requires either six tonnes a month before planting or two
tonnes a month during the growing season.
Marketing Compost—Product, positioning and location 61