A recent study by the International Potato Center examines the impact of the PMCA approach in stimulating market innovation and the development of diverse value chains around the world. Originally used in the Andes in the 2000s, the PMCA method set off innovative processes in Peru that led to impressive product development and increased sales of several local potato varieties that were little known to consumers. The strength of PMCA is that it involves working directly with stakeholders to understand and explore the needs and concerns of everyone in the value chain, from farmers to merchants and marketers to families.
For the study, the authors examined eight well-documented cases where PMCA was used in a variety of settings: sub-Saharan Africa, Asia, Central Europe, and Latin America. They found that PMCA works best in favorable political conditions. The team concluded that using systems approaches such as PMCA can help R&D organizations to better respond to market demands.
Study lead author Doug Horton notes: “Having systematically tracked the use of the method for nearly two decades, we were pleasantly surprised to learn that PMCA has since been used in value chains for more than 20 agricultural commodities in Africa, Asia, Eastern Europe and Latin America. America! ”
Efforts to develop this innovative approach began under the Papa Andina regional program led by CIP. Through this program, the PMCA has helped build links between small farmers and others along the value chain, as well as reach valuable niche markets for fresh and processed products, mostly undervalued and underutilized local potato varieties.
Focusing on urban and later export markets, PMCA gained popularity in Peru and its beneficiaries rapidly increased to over 100 small farmers and market agents, with dozens of gourmet products developed based on local potatoes. This list includes uniquely colored local potato chips, Andean instant mashed potatoes and T'ikapapa gourmet potatoes, which won the 000 World Challenge Award and the Initiative for Promoting Entrepreneurship for Sustainable Development (SEED).
In 2004, CIP worked with Andean potato farmers and Peruvian chefs to help improve the image and use of local potatoes in restaurants. Today local potato dishes are popular in Lima.
A successful PMCA relies heavily on collaboration with development partners at all levels. André Deveaux, co-author of the study, says: “An essential component is the active participation of a wide range of value chain actors, including small producers, commercial entrepreneurs and relevant service providers, to build trust and promote peer learning to spur innovation throughout the value chain. We do this by focusing on joint market opportunities and through group meetings and public events that engage an ever-wider group of stakeholders in collaborative innovation.”
Once partnerships are established, CIP facilitates the process by helping stakeholders identify business innovations and providing technical support where needed to improve production and marketing. This work can take many forms, for example by improving pest and disease management, identifying suitable varieties and systems to improve seed quality, and helping to develop new packaging, labeling and branding in the market.
PMCA is especially effective when working with vulnerable groups. “The application of PMCA to value chains has helped women and youth participate in and benefit from agricultural marketing. The opportunity to participate in joint business development with others in the value chain is helping women register and expand their vegetable seed businesses in Central Uganda,” said Sara Mayanja, CIP Research Fellow from Uganda.
With adjustments to suit local conditions, PMCA has also been used to strengthen potato value chains in West Java, Indonesia; coffee in San Martin, Peru; many regional products in Albania including herbs, spices, nuts, mushrooms and olive oil.
While the team is pleased with the results noted in the study, RTB Director Graeme Thiele believes there is more scope for implementation: “The results could be better if we came up with an effective scaling strategy for wider use of PMCA. Appropriate scaling of innovations such as PMCA is an effective solution to the long-standing problem of implementing systems approaches with participation in agricultural research and development organizations.”
