Income-Generating Activities - Action Against Hunger

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III.IV. Commercialization
Commercialization is often one of the most difficult aspects that the vulnerable
population faces with their IGA. From the beginning of the programme, we must pay
attention to the information collected in the market studies and develop sales plans
with the beneficiaries, which are adapted to the conditions of the zone.
Difficulties in the commercialization process can dissuade the vulnerable population
from trying to start IGA. However, these limitations may be due to different factors:
lack of access to the market, lack of information and contacts in the existing
commercial networks, or inability to fulfill certain conditions that make the product
attractive. As well as training sessions on sales techniques, improvements on packaging,
product presentation and conserving, may provide other possible solutions.
i. Promotion of meetings and fairs
When the opportunities for exchange of experiences are scarce and there is not a
constant product volume large enough to justify a permanent sales space, fairs and
meetings for commerce can be good methods to promote the products and services of
IGA. Fairs can be held sporadically or periodically, depending if the aim is to create commercial
contacts and show the products, or if the aim is to create a stable system of periodic
meetings. The participation of producers’ associations and local authorities in the
organisation of this type of activity can contribute to its continuity in the medium term.
Various factors must be considered when planning fairs. The fair must be held in
an easily accessible place, the space should have adequate conditions in terms of size
and security for the storage of products as well as for the public. The decision regarding
the date of the event will have to take into account the productive cycles of
the IGA, especially when they are dedicated to agricultural production, given the very
seasonal nature of the activity.
A publicity campaign should be carried out to ensure that the population and the targeted
public know the date, the location, and the products and services that will be
found at the fair. The means of publicity used must be suited to the conditions of the
zone; radio announcements can be a good alternative, along with informative posters.
Example 24: Promotion of fairs for sale of cattle, northern Mali 2004
Within ACF food security programme in the north of Mali, various activities were
developed to improve local sales. In response to the suggestions of the beneficiary
communities, of whom the majority are pastoral population, a radio communication
campaign was put into place to promote weekly animal fairs. During a month
the two main radio stations in the region announced the message in French, Arab and
Tmasheq (the local language) at least once every morning and once every afternoon,
to attract transport businesses and Algerian traders to the fairs.
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INCOME GENERATING ACTIVITIES: A KEY CONCEPT IN SUSTAINABLE FOOD SECURTIY