Enhancing Pineapple Export Value through IP and Branding in Antigua
Increase Export Value of Origin –
Based Products through IP and
Branding
Presented by Dalma Browne
26
th
April, 2013
South Korea
Background
•
I am involved in pineapple production which
contributes to increase export value of
pineapple through IP and branding.
•
The Antigua Black pineapple is the main
cultivar grown. Efforts are currently being
made to have this variety branded and
protected. It is ‘touted’ as the sweetest
pineapple in the world and it is the national
fruit and symbol of the country and is on the
National Coat of Arms.
Pineapple production
•
Pineapple is best grown on the southern part of
the island and the
preferred soil type for
production is volcanic soil with a pH of 6.
•
Current acreages under cultivation is 23-30
acres and approximately 200 tons of fresh
fruit are produced annually.
•
Pineapple is produced by local farmers,
Government owned Agricultural Station and
the Antigua and Barbuda Development Bank.
•
Fruits are sold locally and efforts are being
made to explore the export of fruits, talks have
been on going with the Norwegians.
Challenges
•
Inconsistent supply and availability of suckers
(planting materials) to ensure steady production.
•
Unavailability of lands with suitable soil type to
cater for the expansion of production.
•
The lack of
a good drainage system to overcome
the effects of seasonal heavy rains.
Key Opportunities
•
The crop can avail to mechanisation of all
operations, hence reduced manual labour costs.
•
Increasing consumer awareness on health benefits
of the fruit and its byproducts.
•
Farmers can negotiate financing to sustain a
regular income through production and being a
member of the local Pineapple Cooperative.
•
The Cooperative enables the growth initiative of
our export product and the enhancement of our
Tourism product that will bring visitors to Antigua
to see where the sweetest pineapple in the world
comes from!
Fostering partnership
•
The Antigua Black Pineapple Cooperative comprise
members who are engaged in pineapple production
and technicians from the Ministry of Agriculture
where meetings are held on a regular basis .
•
The Cooperative provides direction and guidance to
its members in building a strong and efficient
management structure, with the right competencies
and control mechanisms in place to ensure the
business is sustainable.
The Role of IP and branding strategies
•
IP and branding the Antigua Black Pineapple will
enable good business development and strategies:
from product development to marketing, and from
raising financial resources to exporting or
expanding its business through licensing or
franchising.
•
IP and branding will instill trust, confidence and
loyalty to the consumers and it markets.
•
IP will also provide a distinct identity, image and
reputation to increase competitiveness.
The Role of IP and branding
strategies(cont’d)
•
IP will establish the right and identify ownership of
the intellectual creativity which will enable Antigua
and Barbuda to profit from the creative endeavour
and to exclude others from producing ,selling or
using the Antigua Black Pineapple without the
necessary authorization.
•
IP and branding will enhance the value and
profitability of production and commercial results
of its ownership.
Conclusion
•
It can be concluded that the Antigua Black
Pineapple is an important fruit to Antigua and
Barbuda. It is therefore necessary that efforts be
made to have the fruit branded for protection as
soon as possible to prevent any other country
from marketing the Antigua Black.
Dive into the efforts to increase the export value of Antigua's prized Antigua Black Pineapple through intellectual property (IP) protection and strategic branding. Discover the cultivation challenges, key opportunities for growth, and the role of the Antigua Black Pineapple Cooperative in fostering collaboration among local producers. Join the journey towards promoting this renowned fruit globally.
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Presentation Transcript
Increase Export Value of Origin Based Products through IP and Branding Presented by Dalma Browne 26thApril, 2013 South Korea
Background I am involved in pineapple production which contributes to increase export value of pineapple through IP and branding. The Antigua Black pineapple is the main cultivar grown. Efforts are currently being made to have this variety branded and protected. It is touted as the sweetest pineapple in the world and it is the national fruit and symbol of the country and is on the National Coat of Arms.
Pineapple production Pineapple is best grown on the southern part of the island and the preferred soil type for production is volcanic soil with a pH of 6. Current acreages under cultivation is 23-30 acres and approximately 200 tons of fresh fruit are produced annually. Pineapple is produced by local farmers, Government owned Agricultural Station and the Antigua and Barbuda Development Bank. Fruits are sold locally and efforts are being made to explore the export of fruits, talks have been on going with the Norwegians.
Challenges Inconsistent supply and availability of suckers (planting materials) to ensure steady production. Unavailability of lands with suitable soil type to cater for the expansion of production. The lack of a good drainage system to overcome the effects of seasonal heavy rains.
Key Opportunities The crop can avail to mechanisation of all operations, hence reduced manual labour costs. Increasing consumer awareness on health benefits of the fruit and its byproducts. Farmers can negotiate financing to sustain a regular income through production and being a member of the local Pineapple Cooperative. The Cooperative enables the growth initiative of our export product and the enhancement of our Tourism product that will bring visitors to Antigua to see where the sweetest pineapple in the world comes from!
Fostering partnership The Antigua Black Pineapple Cooperative comprise members who are engaged in pineapple production and technicians from the Ministry of Agriculture where meetings are held on a regular basis . The Cooperative provides direction and guidance to its members in building a strong and efficient management structure, with the right competencies and control mechanisms in place to ensure the business is sustainable.
The Role of IP and branding strategies IP and branding the Antigua Black Pineapple will enable good business development and strategies: from product development to marketing, and from raising financial resources to exporting or expanding its business through licensing or franchising. IP and branding will instill trust, confidence and loyalty to the consumers and it markets. IP will also provide a distinct identity, image and reputation to increase competitiveness.
The Role of IP and branding strategies(cont d) IP will establish the right and identify ownership of the intellectual creativity which will enable Antigua and Barbuda to profit from the creative endeavour and to exclude others from producing ,selling or using the Antigua Black Pineapple without the necessary authorization. IP and branding will enhance the value and profitability of production and commercial results of its ownership.
Conclusion It can be concluded that the Antigua Black Pineapple is an important fruit to Antigua and Barbuda. It is therefore necessary that efforts be made to have the fruit branded for protection as soon as possible to prevent any other country from marketing the Antigua Black.
