Farmer's Weekly (South Africa)
On the Market Floor
The right to protect one’s investment in a new product is well established. When it comes to fruit and vegetables in South Africa, the relevant law is embodied in the Plant Breeders Amendment Act of 1996.
recovering a cultivar’s development costs
The bottom line is that an individual or business needs time to recoup investment costs when developing a new variety or cultivar. This process can take many years and the outlay can be exorbitant.
In today’s highly competitive environment, the flow of these ‘protected’ fruit and vegetables to markets increases every year, and agents need to have a keen appreciation of what they are handling. At the Institute of Market Agents of South Africa (IMASA) conference held recently in East London, the question of plant breeders’ rights was thoroughly covered by more than one speaker.
The purpose of the discussions was to create a greater awareness of these rights among market agents and remind them of the considerable responsibility they carry towards their clients, the farmers sending the products.
If a farmer wants to grow a particular crop, he or she has to comply with stringent requirements in terms of production and marketing before being allowed to produce the crop. If it’s a fruit crop, the farmer has the added cost of having to grow the trees to maturity before reaping a profitable harvest.
knowledgeable market agents
Salespeople on the market floor need to have a grasp of all these factors. They certainly don’t have to be experts on plant breeders’ rights, but they do need to understand the implications for their clients.
This involves more than knowing the correct ways to handle the product, which are more or less universal to all fresh produce. It’s about ensuring that this particular product receives the recognition, care and sales promotion it deserves.
In short, the agent needs to be able, and willing, to make buyers aware of the advantages of the product and why they are being asked to pay a premium price.
• Michael Cordes is an agricultural journalist, consultant, trainer and former farmer. Email him at farmersweekly@caxton.co.za. Subject line: On the Market Floor.