Uganda: Vanilla farmers eye $52m in earnings with new marketing plan
Vanilla
Uganda
Market & Price Trends
Published Feb 22, 2024
Tridge summary
Vanex, a Ugandan vanilla exporters association, has unveiled a marketing strategy aimed at boosting the country's annual earnings from the crop to approximately $52m by 2027. The plan, announced by Vanex's executive director Prossy Tumushabe, involves doubling vanilla production to 500,000 metric tons and enhancing the quality to stimulate demand and increase competition, thereby raising prices. As of the end of 2022, Uganda's vanilla exports were estimated at about 250 metric tons.
Disclaimer: The above summary was generated by a state-of-the-art LLM model and is intended for informational purposes only. It is recommended that readers refer to the original article for more context.
Original content
Vanex, an association of vanilla exporters has launched a marketing strategy that seeks to increase the country’s annual earnings in the cash crop to about $52m (about sh197b).Speaking during the strategy's launch at Golf Course Hotel in Kampala on February 21, Prossy Tumushabe, executive director at Vanex, said that vanilla exports as of the end of 2022 were estimated at about 250 metric tons (MT).“On the job we have started, this is the easiest step of launching the marketing strategy. However, when we send our brand out there, it's like we have exposed ourselves. We are saying we are here; come for Uganda’s vanilla. We must work backwards to maintain the volumes. It should be seen to grow because our strategic ambition is to double the production to 500,000 MT,” she said.“With the current 250 MT and vanilla being a high-value crop, the forex earnings are about $26m, and this is set to double because our target is to double volumes. It will be about $52m by 2027. I want to ...
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