2009年-世界发展银行全球_Leveraging_the_Supply_Chain_Development_to_Achieve_Greater_Impact_in_the_Industry_4页_518kb

IFC Vinnytsya Fruit Supply-Chain Development Project Summary

Core Content

The IFC Vinnytsya Fruit Supply-Chain Development Project is an initiative aimed at strengthening the farmer supply chain for Agrana Juice and Fruit Holding GmbH, a multinational company based in Vienna. Agrana produces mid-products used by major global brands such as Danon, Pepsi, and Coca-Cola, and is a significant player in the fruit-processing industry with a 14% market share in Europe and 37% globally. The project focuses on improving the productivity and competitiveness of local farmers in Ukraine, particularly in the Vinnytsya region, through advisory services and public education.

Main Objectives

• Enhance farmer productivity and competitiveness
• Promote market potential and development
• Facilitate regulatory improvements
• Strengthen donor relations
• Support the replication of successful practices across the fruit industry

Key Services Provided

The project offers advisory services to Agrana Fruit Ukraine LLC, including:

• Building local capacity for supply chain development
• Facilitating access to finance for local farmers
• Providing advisory services and promoting GAP (Good Agricultural Practices) implementation
• Addressing food safety and traceability issues

Main Lessons Learned

1. Do more than just lecture

• Demonstration-testing programs are used to implement new techniques and practices on pilot farms.
• Pilot farmers then share their experiences and demonstrate improvements in productivity and quality.
• This approach involves cost-sharing between farmers and input suppliers, making it a practical and effective public education tool.
• It encourages innovation adoption and provides hands-on learning for other farmers.
• Example: A demonstration program on blueberries created a new market niche and increased interest in innovation.

2. It is better to see once than to hear 100 times

• Study tours are organized to introduce farmers to successful practices in other countries.
• Tours include visits to Agrana's headquarters, research institutes, and other stakeholders.
• The participation fee for study tours increases commitment and ensures better implementation of learned practices.
• These tours help farmers understand global trends and competition and make informed decisions.

3. Educational materials need to be presented, not just distributed

• The project has developed four manuals covering technical, economic, and legal aspects of fruit production.
• These materials are presented at seminars, training sessions, and workshops, increasing their reach and impact.
• Educational TV programs and DVDs are used to disseminate information and serve as training aids.
• Example: The "Growing Strawberries" manual was widely adopted, with one producer purchasing additional copies for distribution.

Impact and Results

• Over 100 training events have been conducted.
• 125 educational materials have been produced.
• More than 1,600 individuals have been trained.
• The project has led to a more than twofold increase in new fruit plantations (from 370 to 900 hectares annually).
• Farmers have invested over $5 million in new techniques and plantations.
• The Vinnytsya region has become a leader in fruit production and technology implementation in Ukraine.
• In 2008, Vinnytsya farmers produced 40% of Ukraine's apple output and had 57% higher productivity than the national average.

Conclusion

The project's intensive public education strategy has significantly influenced the broader fruit industry in Ukraine. By combining demonstration programs, study tours, and educational materials, the project has not only improved local farming practices but also created a replicable model for future development. The initiative is seen as a potential lead-up to IFC investment, highlighting the importance of advisory work in shaping sustainable industry growth.

Key Stakeholders

• Tetyana Korinna: Program assistant on public education for the project.
• Oksana Varodi: Operations officer managing the project.
• Ivan Ivanov: Senior operations officer and approving manager.
• Agrana Juice and Fruit Holding GmbH: Anchor company in the project.
• Local TV station: Partner in creating educational programs.