Marketing Coconut Oil in the Nicaraguan Atlantic Coast

By Julie Heifetz, F2F Nicaragua Volunteer August 13-27, 2017

I had the opportunity to work with the Farmer to Farmer program (F2F) in Nicaragua in August 2017. The purpose of the F2F assignment titled: Women and Youth in Agriculture Specialist in Market Research (Artisanal Coconut Oil) was to conduct a preliminary market study to explore the potential of coconut oil in the Nicaraguan marketplace. The assignment objectives included: a look at consumer trends and preferences, nutritional/health aspects of the oil, domestic and international competition and market feasibility.

This technical assistance opportunity involved meeting in Managua with The Foundation for the Autonomy and Development of the Atlantic Coast (FADCANIC) to provide input and recommendations regarding the marketing of their agricultural products from Wawashang in the Atlantic Coastal region. FADCANIC is a civil society, non-governmental organization working as a major implementer of development and infrastructure projects in the Atlantic region of Nicaragua. They engage in projects addressing development of environmental, agricultural, and educational programs particularly for youth and women and are dedicated to promoting the preservation and use of the natural resources and biodiversity of the Caribbean Coast. At the same time they are introducing global technology to the indigenous multi-ethnic communities.

Working with the F2F Field Officer and another F2F volunteer we learned of FADCANIC’s plans to commercialize aspects of their foundation and become more proactive in selling and promoting their agricultural products from Wawashang, especially coconut oil. In addition to coconut oil, Wawashang products (under the FADCANIC umbrella) include: hearts of palm, banana flour, coco powder, jams, jellies, spices (ginger and turmeric) all are natural with no additives. FADCANIC’s Program Director stated they will concentrate on marketing their best sellers – the coconut oil and hearts of palm. He further explained that there are only 4 people at the agricultural school who are producing the coconut oil by hand and it takes 60 coconuts to make approximately 10 liters. It very labor intensive.

My role as a specialist in women’s livelihood development was to bring to FADCNIC’s attention the salient issues in marketing - such as knowing their local and global competition, and assessing the volume potentials and production capacity of the Wawashang farmers. I posed many questions and provided some global best practices relative to marketing in general and shared some activities from the US and other countries with respect to marketing coconut oil.

The branding and packaging/labeling must meet a variety of customers needs, demand and requirements; quality of the coconut oil must be ensured and demonstrated, timely delivery of the product is essential, strategies for advertising/promotions, online sales and e-marketing need to be designed. The necessary steps and timetable for creating a small-scale enterprise must be outlined and launched. Many of the lessons learned from my work as a Program Manager in Sri Lanka (2008-2010) in the coconut sector were relevant to this context and I shared the successes and challenges of small-scale women farmers in mobilizing a micro-enterprise.

During the assignment the F2F Field Officer and I frequently visited a variety of supermarkets and health food stores in Managua and also Granada to obtain feedback from their managers and vendors regarding the potential for Wawashang products to be sold in the local stores. This was my first time in Nicaragua and I am eager to return not only to find the outcomes of my assignment but to visit the rural areas of the country and spend time outside of Managua. I also carry away precious memories of my days in Granada and my immersion in the warm waters of the Apoyo Lagoon. One of the greatest highlights was my first-ever view of an active volcano. Bearing witness to the Masaya volcano at night was an extraordinary and added gift to this great venture I will never forget. Thank you to everyone who supported me before and after this rewarding assignment.