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

The term ‘composting business’ is used throughout as an all-encompassing
description of NGO as well as public and private sector composting initiatives.
This reflects the assumption that all initiatives at least need to shift their product
from their premises, and that most want to cover their costs or make profit
through the sale of compost. Thus, they have the basic character of a business.
There is no single solution to compost marketing: every situation is different.
Therefore, the handbook presents a mix of contextual theory and handson
tools and ideas for your business. It focuses on some of the problems
frequently encountered in low and middle-income countries and ways to overcome
them. Although this handbook is about marketing compost made from
organic urban waste, many of the principles are universal.
Studies conducted in India have revealed that because marketing
approaches are rarely applied, many composting businesses have
failed to realise their potential. This is not attributed to a lack of
interest or business-mindedness, but simply to a lack of available
information. In India, the marketing approach is ideal for guiding
Richardson, 2002
compost ventures towards sustainability and profitability.
Sources of information
Much has been written about marketing, and most literature focuses on
high-income countries. The authors have drawn heavily on this body of literature
but combined it with information and case studies from low and middleincome
countries. All literature consulted is listed in the literature section.
Key messages
customer satisfaction is of key importance;
there is no magic solution to compost marketing, but applying principles
can increase the chances of success;
compost is generally not a product with a ready-made market, however,
worldwide experience indicates that it is possible to develop one;
investing time in identifying and analysing your market can yield important
returns for your business;
the packaging and image of your products to target markets is vital for success;
the basis for success is a consistently high-quality product with clear specifications.
It will sell better and yield returns;
Marketing Compost—Introduction