Page 84 - SAC-Gender-Responsive-Market-Analysis-Final-Report-July-19-2021 (1)

3. Markets

Jamaica channel mapping

Within this picture, segmentation shows that annual profit potential (in USD per acre) ranges very widely by channel

with municipal markets and retail showing the strongest opportunities for women and youth:

Women & Youth Ruminants Herbs & Spices
Profit opportunity by channel Goat meat Goat milk Hot pepper Tumeric Ginger
Farm gate $ 321 $ 4,413 $ 4,193 $ 3,239 $ 4,308
Municipal market $ 911 $ 12,791 $ 13,834 $ 20,671
Wholesale $ 7,929 $ 12,264 $ 15,896
Retail $ 2,678 $ 6,707 $ 19,298 $ 3,661 $ 10,831
Processing $ 71,624 $ 30,246 $ 45,805 $ 595,688 $ 412,029
However, quality requirements and logistics (e.g. transport, storage or packing) costs vary widely by channel and
customer and volumes (sales) and price volatility are equally variable by channel & individual customer:

Women & Youth QUALITY LOGISTICS VOLUME VOLATILITY • Farm gate sales are a low-price, low-cost model
Channel constraints
• Municipal markets have a similar level of quality expectation but
Farm gate L L H M
higher pricing and limited price volatility.
Municipal market L L H M
• Wholesale has a range of requirements depending on the customer
Wholesale M M M M but lower profitability per farmer due to intermediaries.
• Retail has higher quality expectations but excellent pricing
H M M L
Retail • Processing through goat milk and cheese or ginger and turmeric teas
H H L L has huge profit potential but requires investment
Processing
Interventions and will be dependent on the appetite for risk, cost and investment from partners and the farmers
themselves. In Jamaica, a combination of higher value hot pepper, goat and ginger sales into municipal markets with
smaller volumes highly profitable sales as processed products makes sense within a portfolio.

Sustainable Agriculture in the Caribbean (SAC) Project

Slide 84