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2009/6 Value Chain Workshop - Value Chain Cases in the Context of Conservation Marketing and Certification (Arusha, Tanzania)

by Portal Web Editor last modified Jan 10, 2013 08:03 AM
Contributors: EnterpriseWorks/VITA
June 25 – 27, 2009, Arusha, Tanzania - The “Value Chain Cases in the Context of Conservation Marketing and Certification” This event, sponsored by EnterpriseWorks/VITA, with support from USAID through the TransLinks Cooperative Agreement.
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Communities living in some of the world’s most beautiful and diverse ecosystems are struggling to meet their basic human needs for livelihoods, food, fuel, and water. As populations increase, greater pressure is put on remaining high biodiversity areas, while local community members watch dwindling natural resources impact their daily lives. Eroded soils produce less food, erratic water supplies make household water sources, farming and livestock production more unreliable, disappearing forests take away opportunities for livelihoods and subsistence goods (medicines, building materials).

Referred to as “ecosystem services” the protection of these basic functions requires that conservation and poverty alleviation must be approached in an integrated fashion to conserve a wide variety of ecosystem services needed by people and wildlife alike. Enterprise options that seek to access markets that reward conservation of essential ecosystem services are referred to as payment for ecosystem services (PES).

Group Photo from 2009 Value Chain Workshop (Arusha, Tanzania)

For too long, traditional business development has paid little attention to incorporating conservation and social goals into business strategies. This is now changing with a host of conservation marketing and certification programs around the world designed to incorporate sound environmental and poverty alleviation practices into product value chains.

The “Value Chain Cases in the Context of Conservation Marketing and Certification” Workshop and Training, held in Arusha, Tanzania June 25 – 27, 2009 brought together key stakeholders to share successful strategies from horticulture, livestock, forest products, energy, carbon and water sectors. These efforts are linking products to conservation markets and a wide variety of certification programs and payment for ecosystem services mechanisms. Twenty-six participants, from eight countries representing field practitioners, community groups, the private sector, government and donors shared their product and enterprise development experiences and learned about tools, methodologies, and market trends that are generating documented benefits for the poor and conservation of key biodiversity areas.

The workshop focused on key tools (including The Conservation Marketing EquationTrends in Green Marketing and How to Position Products,  Strategies to Access Green Markets – Specialty Markets and Certification, and Ecosystem Primer) and presentation of case studies to illustrate the use of tools with a wide variety of products and their value chains.

It concluded with panel discussion Branding and Marketing Strategies for Conservation Products - Eco Labels, Certification Schemes and Online Retailers, which included a summary of current eco-friendly enterprises.



Day 1 - June 25, 2009

Introductory Presentations

Panel 1: Trends in Payment for Ecosystem Services, Green and Fair Trade Markets and the Role of Certification in Markets

Panel 2: HBTL and Aroma Forest: reaching certified international markets
for essential oils

Panel 3: Nurseries (Wood and Fruit Species) - the Case of Certified Avocados from Tanzania

Day 2 - June 26, 2009

Panel 4: Taking an Integrated Value Chain Commercial Approach to "Environmental" Products for Local Consumers - The Case of Domestic Rain Water Harvesting and Fuel Efficient Stoves In East Africa

  • Value Chain/Subsector Analysis: A Socio-Economic Tool for Conservation - Moderated by Ann Koontz,  EnterpriseWorks/VITA
  • What does taking an integrated value chain commercial approach mean for local environmental marketing? Lessons from fuel-efficient stoves and domestic rainwater harvesting - Ann Koontz,  EnterpriseWorks/VITA
  • Using Market Research to More Effectively Support Nature Wealth and Power Goals - Evangeline Wanyama, Steadman Group, Kenya

Panel 5: Conservation Cotton, Madagascar

Panel 6: FSC, Organic, Fair Trade, Global Gap, EcoCert, Wildlife Friendly Certifications, and New and Evolving Web-based Marketing for Conservation Products: What are they and can they be helpful for small-scale producers?

Day 3 - June 27, 2009

Field trip to Manyara Ranch and Tarangire National Park to see how the African Wildlife Foundation (AWF) and the Maasai People were integrating conservation within the livestock value chain

ANNEX: Branding and Marketing Strategies for Conservation Products - Eco Labels, Certification Schemes and Online Retailers

Resource materials was provided for a sampling of programs.



Forest Stewardship Council


International Federation of Organic Agricultural Movements (IFOAM)

Fair Trade Labeling Organizations International (FLO)

Max Havelaar Foundation

Fair Trade Federation

Wildlife Friendly Enterprise Network (WFEN)


World of Good by eBay on



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