Market intelligence area of work expands reach with four communication tools
CGIAR March 31 2025
Ruvicyn Bayot, Melanie Connor, Agnes Mbugua-Gitonga, Dehner De Leon, Neale Marvin Paguirigan, Arelene Julia Malabayabas
Slow varietal turnover has been a challenge since breeding-investment decisions were largely informed by supply-side considerations rather than client needs. Hence, market intelligence is crucial for CGIAR breeding programs because it ensures that breeding efforts are demand-driven. CGIAR has demonstrated that investment in crop breeding can generate high returns. However, maximizing this potential requires a more market-driven approach.
Market intelligence research informs the design and revision of target product profiles (TPPs), ensuring that new crop varieties meet farmer, processor, and consumer needs. It also helps address behavioral, economic, and social barriers to product adoption. By identifying global impact challenges and market trends, CGIAR can better align breeding programs with real-world needs.
Views: 126