Flashback Friday: Julie Heifetz on her 2017 F2F Assignment in Nicaragua

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In August 2017 I had the opportunity to work with the Farmer-to-Farmer Program (F2F) in Nicaragua. The purpose of the F2F assignment was to conduct a preliminary market analysis to explore the potential of locally produced coconut oil in the Nicaraguan marketplace. The assignment 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, branding and sales of their agricultural products from Wawashang in the Atlantic coastal region.

FADCANIC is a non-governmental organization working as a major implementer of development and infrastructure projects in the Atlantic region of Nicaragua. They engage in 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 in the region.

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 widely selling and promoting their agricultural products from Wawashang, especially the coconut oil. In addition to coconut oil, their products include hearts of palm, banana flour, cocoa powder, jams, jellies, and spices (ginger and turmeric); all of which are natural and have no additives.

FADCANIC’s Program Director stated that they will concentrate on marketing their best sellers – the coconut oil and hearts of palm. He further explained that there are only four people at the agricultural school producing the coconut oil by hand and it takes 60 coconuts to make approximately 10 liters of oil. Everyone agreed that this process is highly labor-intensive.


My role as a specialist in women’s livelihood development was to bring to FADCNIC’s attention the salient issues in marketing, for example, awareness of the local and global competition. I also assessed the volume potentials and production capacity of the Wawashang farmers. I posed many questions about the multiple factors impacting the farmers and the marketplace and provided global best practices and activities relative to marketing coconut oil and other products from the US and other countries.

For example: i) the branding and packaging/labeling must meet a variety of customer needs, demand, and requirements; ii) the quality of the coconut oil must be ensured and demonstrated; ii) timely delivery of the product is essential; iv) strategies for  advertising/promotions, online sales and e-marketing, social media approaches need to be designed and, v) 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 between 2008 and 2010 in the coconut sector were relevant to this context and I shared the successes and challenges of smallholder women farmers in mobilizing a coconut fiber micro-enterprise. During the assignment, the F2F Field Officer and I frequently visited a number of supermarkets and health food stores in Managua and Granada to obtain feedback from their managers and vendors regarding the potential for Wawashang products to be sold in the local stores. The feedback was positive.

This was my first time in Nicaragua, and I am eager to return not only to see the outcomes of my assignment but to visit the rural areas of the country and spend time outside of Managua. I also carried 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 that I will never forget. Thank you to everyone at F2F who supported me before and after this rewarding assignment.


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