Branding for development

The following list of electronic resources provides rapid access to key references on the main topics of the dossier:

Audio-visual materials
Documents
Websites

Audio-visual materials

• Branding for development- visualized
  Please have a look at video's on fair trade fruit marketed under the brand name Oké by Agrofair; make a tasty tour with Divine's fair trade chocolate and, watch how Café Direct is working on enabling local growers to own local brands.

Documents

• Branding for development: Empowering small producers in the value chain
  Agri-ProFocus (2009)
  Branding is a powerful tool to add value to products and capture markets. The Royal Tropical Institute (KIT) intends to design a practical methodology for brand development aimed at value chain experts, micro-enterprises and farmers organizations in developing countries.
• The farm-to-market value chain approach: linking smallholders to Wal-Mart in Honduras
  Painter, Elizabeth (2009)
  In this case study of Fintrac's farm-to-market value chain approach in Honduras, highlighting sustainable, systems-focused technical support for smallholders linked with supermarket buyers is highlighted. 
•  Linking urban consumers and rural farmers in India: a comparison of traditional and modern food supply chains
  Minten, Bart; Thomas Reardon; Anneleen Vandeplas (2009)
  A case study of India shows that overall urban consumption is increasing. There is a shift away from staples toward high-value products and modern market channels are on the rise.
•  Branding for development : desk research into the value of branding for development
  Boomsma, Marije; Michiel Arnoldus (2008)
  This working paper examines the potential of branding for small enterprises in the South as a tool to increase their product sales, improve their margins and increase their power in the value chain.
• Mainstreaming fair trade : fair trade brands & the problem of ownership
  Hutchens, Anna (2007)
  Fair trade branding is compared with fair trade mainstreaming, based on experiences of fair trade practitioners involved in mainstreaming fair trade. The analysis offers lessons for the future of fair trade.
• T'ikapapa: linking urban consumers and small-scale Andean producers with potato biodiversity
  Ordinola, Miguel; Bernet, Thomas; Manrique, Kurt (2007)
  The Participatory Market Chain Approach (PMCA) was used in Peru to develop the T'ikapapa product, which is a commercial brand supporting the sale of native potatoes under strict quality standards.
• Organic produce in the Nilgiris – Promoting local markets - market study report
  Keystone Foundation (2006)
  This report by the Keystone foundation presents findings and analyses, and provides recommendations on a study into demand and product criteria of different organic produce. It looks how organic products in the Nilgiris can be promoted and marketed, based on a consumer survey tackling demand, acceptability and interest regarding organically grown and value added products.
• Making a mark: an introduction to trademarks for small and medium-sized enterprises
  WIPO (2006)
  This guide seeks to explain trademarks from a business perspective. Its approach is practical and explanations are illustrated with examples and pictures to enhance the reader's understanding.
• Economic development capitalizing on brand agriculture: turning development strategy on its head
  Fujita, Masahisa (2006)
  This paper explores the possibilities of two unique Japanese concepts advocating community-based rural development: the One Village One Product Movement (OVOP) and Michino Eki (or Roadside Stations).
•  Pro-poor branding labeling and trademarks for agricultural products
  CIEM (2005)
  A discussion of the development of brands, trademarks, and labels for agricultural products from Vietnam. Its importance for pro-poor economic development is emphasized.
• Is there a case for national branding?
  International Trade Centre (2003)
  Can national branding improve export competitiveness? Branding experts, business executives and government officials debated the issue as part of the Executive Forum process.

Websites

• Fairtrade Labelling Organizations International (FLO)
• Ethical Trading Initiative (ETI)
• Branding - Pachamama coffee coop
• Branding - Heart of Africa
• Branding - One Village One Product Movement (OVOP)
• Branding - OVOP in Malawi
• Agrofair
• Dakado - Development of an avocado value chain in Dak Lak province
• All about branding
• Fair & organic matters - Zameen Organic
• Fair trade certified cocoa farmers cooperative - Kuapa Kokoo 
• Branding - Doi Tung coffee
• Branding in the South - Fair Trade Original
  

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