2015

Shaanxi Province Fruit Bureau, CHINA

Partner Vision: To become the recognized premier fruit producing province of China. Particularly the most sought after apples in China.

Partner Background: The Shaanxi Fruit Bureau is a provincial level affiliate of the Shaanxi Agricultural Department of the Shaanxi People’s Government. The purpose of the Shaanxi Fruit Bureau is to market and promote fruit from Shaanxi Province both domestically in China and internationally.

SMART Impact: The Shaanxi Fruit Bureau was in need of diagnostic- prescriptive assessment of their marketing strategy that includes a new logo and branding strategy for fruits grown in their province—the # 1 fruit-producing province in China. A major part of their business plan is the future rollout as of 3000 fruit franchised stores linking their high-quality fruit to major urban centers across China. The team created a detailed benchmark analysis of selected geographic branding cases of produce, and a modified marketing audit of their strategy.

The Essential Electronic Agricultural Library, BANGLADESH

Partner Vision: To provide scientists in countries without reliable internet access collections of agricultural journal articles to enable research on long-term improvements in food security and agricultural development

Partner Background: The Essential Electronic Agricultural Library (TEEAL) is a digital library project of Cornell University’s Albert R. Mann Library in cooperation with over 50 major scientific publishers, societies, and index providers. TEEAL contains full-text articles from over 200 of the world’s best agricultural journals. Users have access to thousands of articles spanning 16 years and covering a broad range of subjects. Since TEEAL does not use the Internet, it is ideal for institutions with limited or no connectivity. Users can search the collection for articles by keywords, dates, authors, and article or journal titles. TEEAL can be installed on either a stand-alone computer or a local area network. The largest user base is located in Sub-Saharan Africa. Bangladesh is TEEAL’s newest country addition.

SMART Impact: The SMART team assisted TEEAL’s director to develop a prototype countrywide outreach and marketing plan for Bangladesh. The team also assisted in the development of an outreach plan that can be implemented by institutions that obtain TEEAL.

Shaanxi Province Fruit Bureau, CHINA

Partner Vision: To become the recognized premier fruit producing province of China. Particularly the most sought after apples in China.

Partner Background: The Shaanxi Fruit Bureau is a provincial level affiliate of the Shaanxi Agricultural Department of the Shaanxi People’s Government. The purpose of the Shaanxi Fruit Bureau is to market and promote fruit from Shaanxi Province both domestically in China and internationally.

SMART Impact: The Shaanxi Fruit Bureau was in need of diagnostic- prescriptive assessment of their marketing strategy that includes a new logo and branding strategy for fruits grown in their province—the # 1 fruit-producing province in China. A major part of their business plan is the future rollout as of 3000 fruit franchised stores linking their high-quality fruit to major urban centers across China. The team created a detailed benchmark analysis of selected geographic branding cases of produce, and a modified marketing audit of their strategy.

Cooperativa de Caficultores de Andes, COLOMBIA

Partner Vision: To strive to be the best alternative for coffee growers through the efficient provision of services.

Partner Background: Cooperativa de Caficultores de Andes (COOPERAN) is a cooperative of coffee growers located in the Department of Antioquia. It has over four thousand associates. Its mission is to actively participate in the personal and professional development of its associates, their families and the region. The cooperative has a central office in a municipality in the Andes, located a two-hour drive away from Medellin, the capital of Antioquia. The cooperative works closely with its associates in the commercialization of high-quality coffee to satisfy the expectations of its customers.

SMART Impact: Last year the SMART team helped COOPERAN to evaluate the benefits of participation in specialty coffee supply chains as the cooperative initiates business relationships with Sustainable Harvest Coffee Importers, a large buyer of specialty coffee in Latin America. This year the team completed an Organizational Analysis of a set of coffee cooperatives to better align key management positions and board of trustees on common goals; Developed an organizational and financial risk management score card and commodity market simulator (depending on resources); and Developed evaluation criteria for proposed Price Risk Management project between a major private company and non-profit coffee supply chain development organization

Jabon Kendal Tree Farm and Nursery, INDONESIA

Partner Vision: To produce and sell high quality seeds, seedlings and saplings of the jabon tree.

Partner Background: Founded in 2009, Jabon Kendal is a tree farm and nursery business based in Kendal Regency, Central Java. The company is very much a family affair, currently run by three people: Pak Ardha, Pak Darusman, and Pak Nurwanto. All three have other jobs and essentially run Jabon Kendal on the side. Jabon (anthocephalus cadamba) is a specific species of tree that is relatively new to the Kendal area. Previously, sengon (paraserianthes falcataria) was the dominant tree type planted in this area to be sold as wood for furniture-making. Jabon Kendal sells jabon seeds, seedlings, saplings, as well as wood. According to the owners, the company is the best tree farm and nursery business in the Kendal area. The company sells jabon seeds through the post across Indonesia and also runs a nursery that raises seedlings and saplings for sale. The company is mainly run out of the home of Pak Darusman: his 2,000 m2 backyard is used for the second part of the planting process, from seedling to sapling. This nursery employs 10-20 people, depending on the season. The first step of the planting process, from seed to seedling happens at an affiliated tree farm in Malang, East Java.

SMART Impact: The SMART team worked with the Jabon Kendal team to find innovative ways for the nursery to increase sales of seeds, seedlings and saplings. A case study of the nursery is expected.

Iketsetse Microenterprise Development Co., LESOTHO

Partner Vision: To alleviate poverty by enabling local people in Mapoteng, Lesotho to purchase agricultural tools,and receive agricultural training.

Partner Background: Iketsetse Microenterprise Development Company is established through the Ministry of Trade in Lesotho as a for profit social enterprise. Its profits are used to reduce poverty by three connected activities: teaching sustainable agriculture, beekeeping, and small-scale manufacturing of farm tools and bee supplies.

SMART Impact: The SMART team assisted the management of Iketsetse Microenterprise Development Company to create improved business and marketing plans. The students will also author a publishable case study.

Organic Vegetable Production, MALAYSIA

Partner Vision: Despite being a small grower with limited capital and no government assistance, Mr. Chai has been successful. With organic food consumption growing at much at 20% in major cities in Malaysia, Mr. Chai is looking into ways for his produce to better meet the increased demand while being mindful of the environmental impacts of farming in the sensitive ecosystem of the Cameron Highlands.

Partner Background: Mr. Chai is a small organic farmer in Tanah Rata, Cameron Highlands, Malaysia. His main crop is tomatoes though he has recently begun growing green leafy vegetables. Through collaboration with a larger organic brand he can now send his produce to sell in Kuala Lumpur, Malaysia as well as Singapore.

SMART Impact: The SMART team visited Mr. Chai and neighboring small organic farmers in the Cameron Highlands as well as large organic cooperatives and organic buyers in Malaysia. After reviewing the organic vegetable supply chain for the country, the team provided feedback to the community on how to meet the increasing demand for organic produce while staying mindful of the environmental impacts of farming in the Cameron Highlands.

Defynne Nursery, SOUTH AFRICA

Partner Vision: To continue to grow and become the recognized leader in the specialized native plant nursery industry in South Africa.

Partner Background: De Fynne Nursery started in 2001 when Elton Jefthas and Jacky Goliath decided to start their own nursery in his back-yard garden. With only 1 000 units of 3 plant types (Coleonema, Phylica and Cyclopia spesies), the focus was on Fynbos and indigenous plants in pots and nursery bags to serve the current market. As demand grew for more indigenous and water-wise plants, the nursery moved in 2005 to a rented site of 0.5 hectare land in Kylemore. With an increased demand for indigenous plants, 2 tunnels, 2 employees and about 20 000 plants to maintain, the water source became too limited and a bigger site was needed for the business ot grow. In 2008 the business moved to a 1.5 hectare rented area in Simondium, between Paarl and Franschoek. The company currently employs 15 permanent employees with an additional 10 casual laborers during peak times. The nursery hosts about 600 000 plants which include Fynbos, fruit trees, research material and agricultural crops. As the market trends have changed, De Fynne Nursery has become one of the specialist nurseries that does contract growing for both the horticultural and agricultural sector.

SMART Impact: The SMART team performed a benchmark analysis of competitors, developed a marketing strategy, evaluated growth strategies, and helped develop the company website. The team also wrote a case study that was published in the International Food & Agribusiness Management Review.

Global Business, SOUTH AFRICA

Project Background: The South Africa Global Business Trip is the travel portion of AEM 4940 course offered by the Dyson School of Applied Economics and Management in Fall 2014. The Fall course introduces students to the influence of race (the “under-represented majority”), gender, and culture on corporations, small businesses, and entrepreneurial enterprises in South Africa. Cultural and historical background is covered to promote transcultural understanding. The goal of the course is to offer students a unique international learning experience focused on business in this crucial emerging market. The travel portion will consist of a 14-day trip in January to Johannesburg and Cape Town, South Africa during which time students will visit local headquarters of Massmart, Unilever, Nielson Co, Ernst & Young Co, and other companies.

SMART Impact: The project team is drafting a case study exploring how companies are influenced by race in post-apartheid South Africa.

Charoen Pokphand (CP) Intertade, THAILAND

Partner Vision: To expand the Royal Umbrella brand of rice to new markets.

Partner Background: The Charoen Pokphand Group (CP) is a transnational conglomerate that consists of three core businesses that operate in the agribusiness and food, retail and distribution, and the telecommunications industries with investment in 16 countries. Founded in 1921, the CP Group currently employs over 300,000 people with offices and factories located worldwide. Annual revenue for the year 2013 was USD 41 Billion. The International Trading Business Group, with over 25 years of international trade experience, is promoted by Thailand’s Board of Investment. The business group’s award-winning rice products are known under the brand name ‘Royal Umbrella’.

SMART Impact: The SMART team imbedded in the CP Intertrade office in Bangkok. The team will work with CP InterTrade Co.’s North America team and marketing division to help the company find a strategy to increase brand recognition of their award winning rice “Royal Umbrella” globally, particularly North America.

Global Citizenship and Sustainability, THAILAND

Project Vision: To help students learn about global environmental problems in a local context from a combination of classroom instruction, cultural learning experiences, completion of an action research project in Thailand with community partners and fellow students, and critical reflection and relation to the US context afterwards Project Background: The learning experience, offered by the Dept. of Natural Resources at Cornell University in partnership with Mahidol University in Thailand, is centered on water management and flooding along the Chao Phrayra River and the surrounding communities that depend on this rich water resource. Students will gain an understanding of the multiple facets and perspectives of water governance issues by meeting with staff and members of communities and governmental and non- governmental organizations and research institutes during the abroad portion of the course. Water governance includes decision making about water use, which is intertwined with issues of social justice, power, and economic development. In the Fall 2014 course, students explored various theoretical frameworks for global citizenship as relevant to questions of ethics, power, democracy, diversity, and environment. The group is applying these theories to the social dimensions of water governance in Thailand.

SMART Impact: The SMART team partnered with Thai university students, conducted site visits, interviewed people affected by flooding, and prepared a final research product on community-based water management and community flooding resilience.

River Pro and Pulp Paper Company, THAILAND

Partner Vision: To produce eco-friendly sustainable paper products.

Partner Background: River PRO Pulp & Paper Company Limited was established in 2004 as a member of River Group. The history of River Group can be traced back to 1966 when Mr.Kamol Yipyintum started the first tissue mill in Thailand, named Mai Nam Paper Industry (Partnership) Limited in about 25 Kilometers south of Bangkok (Samutprakarn Province). At present, the company is operating altogether 5 Tissue Machines in 2 locations, Taparak Mill in Samutprakarn Province and Nongkae Mill in Saraburi Province with total capacity of 33,000 matrix ton a year. The company is also the pioneer of a fiber recovery plant that produces good quality tissue paper from recycle office paper (DIP: De-inking Process). It offers a variety of products, covering from 100% virgin pulp tissue paper to 100% re-cycle pulp tissue paper. The value-added products include bathroom toilet roll (BRT), facial tissue, napkin tissue, and multi-purpose tissue (Hand towel, Kitchen towel, and Industrial towel). The company also provides jumbo roll tissue as raw material to many tissue converting houses both domestic and export. The company has been certified for ISO9001:2008 to ensure the customers that have a standard production management system, leading to a stability of products’ quality.

SMART Impact: The SMART team assisted the company with building new marketing strategies for maintaining its share in the low-end market, and expanding the market for a new product (brown tissue roll) as well as to change consumer perception under their advertising budget limit.

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