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Rwanda

Rwanda. Group 3: Market Access. ADD:. Formal Market Status: <50% of Rw dairy farmers sell any milk (source: EADD Baseline) 4% milk flows via formal market (source: Value Chain Study) Demand for packaged milk = +-6,000l/day (source: LoL ) Take-out:

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Rwanda

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  1. Rwanda Group 3: Market Access

  2. ADD: • Formal Market Status: • <50% of Rw dairy farmers sell any milk (source: EADD Baseline) • 4% milk flows via formal market (source: Value Chain Study) • Demand for packaged milk = +-6,000l/day (source: LoL) • Take-out: • In short term, FM is a limited mkt channel. Need for a phased market development approach • Priority: Target the TM route to market to stay afloat • And: Stimulate consumer demand for packaged milk via processors

  3. ADD: • Consumer Status: • 40ml per capita/day • Milk price relatively high vsKe & Ug • Majority of raw chilled milk consumed by single men in Kigali in cup-loads; women & children scope to grow • Take-out: • Barrier = Affordability: • Provide business case for alternate low-cost packaged products • Provide business case for smaller pack sizes at processors • Can we reduce raw milk price? • Barrier = Habit of drinking milk • Consumer milk promotion campaign via partnership with GoR, GAIN, LoL • Identify the right partners leveraging Food Security momentum; • Identify functional & emotional attributes that will drive milk consumption. • School Feeding Scheme • Maintain relationship with Savannah to ensure EADD CPs sell to scheme

  4. ADD: • Milk Distribution Status: • Locality sales - out the door • Monthly milk contracts with individual consumers – reduced price; locked in volume • Milk depots in Kigali • Address transport bottlenecks between CP & Milk Depots • Do we invest in an insulated truck instead of CPs? • No cold chain for chilled milk • Formal products must either be UHT • Or processors to invest in cold chain • Take-outs: • Locality sales • Build capacity to market out the door direct to consumers • Milk depots in Kigali • Identify transport bottlenecks between CP & Milk Depots • Do we invest in an insulated truck instead of CPs? • No cold chain for chilled milk • Formal products must either be UHT • Or processors to invest in cold chain – short term feasibility limited

  5. Add: • TM Options: • Build capacity of milk depots to market milk • Eg. Door-to-door sales via tuk-tuk/bicycle • Co-owned milk depots in Kigali • Tusky’s retail milk dispensers • Cottage product value addition

  6. Add: • Review existing market research: • Quantify what total demand for FM & TM milk is; • Confirm where markets lie (Kigali & where else?); • Identify where are the gaps in market knowledge • Commission study to address these gaps • Potential outside Rwanda: • Sell outside the country to Ugandan processors? • No; appears cost prohibitive • Maybe to Burundi

  7. Add: • Micro-processing @ milk depots in Kigali • Barrier - Lactose intolerance? • Other products to drive in-take • Viable within time-frame?

  8. Adjustment: • Remove budget allocated to the 3 additional CPs proposed for feasibility assessment in ‘11. • Add budget to pilot the ideas suggested above.

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