| 000 | 02718nam a22003857a 4500 | ||
|---|---|---|---|
| 001 | 67924 | ||
| 003 | MX-TxCIM | ||
| 005 | 20241002105537.0 | ||
| 008 | 240920s2024 fr ||||| |||| 00| 0 eng d | ||
| 040 | _aMX-TxCIM | ||
| 041 | _aeng | ||
| 100 | 1 |
_aKitoto, V.O. _920852 |
|
| 245 | 1 | 0 |
_aCommunicating information on maize hybrids through leaflets : _bWhat works from a farmer’s perspective? |
| 260 |
_aMontpellier (France) : _bCGIAR, _c2024. |
||
| 300 | _a8 pages | ||
| 490 |
_aMarket Intelligence : _vBrief 13 |
||
| 500 | _aOpen Access | ||
| 500 | _aSeries editor: Jason Donovan, CIMMYT | ||
| 520 | _aTo successfully market new seed products, seed companies need to effectively communicate product attributes and performance details to farmers. Seed leaflets are a very popular method used by maize seed companies in Kenya. However, there is no existing knowledge on how farmers perceive seed leaflets or insights into best practices for seed companies to effectively inform farmers about new seed products. Using the hybrid maize seed product market in Kenya as a case study, this brief looks at the effectiveness of seed product leaflets in transmitting information to farmers. In 2023, we conducted a farmer survey (n=646) and focusgroup discussions (n=10) in Machakos County to understand what farmers expect from leaflets and how they evaluate leaflets currently used by seed companies. While farmers have a high interest in leaflets, availability of leaflets was limited at points of sale. Our interactions with farmers brought to light multiple opportunities for improvement in leaflet design, both in layout and language as well as in the content that should be included in the leaflets. We highlight the role the public sector can play in helping farmers make better informed decisions on seed choice. | ||
| 546 | _aText in English | ||
| 591 | _aKitoto, V.O. : Not in IRS staff list but CIMMYT Affiliation | ||
| 650 | 7 |
_aMaize _2AGROVOC _91173 |
|
| 650 | 7 |
_aHybrids _2AGROVOC _91151 |
|
| 650 | 7 |
_aSeeds _2AGROVOC _94590 |
|
| 650 | 7 |
_aProducts _2AGROVOC _913992 |
|
| 650 | 0 |
_aFarmers _2AGROVOC _91654 |
|
| 650 | 7 |
_aYield potential _2AGROVOC _930986 |
|
| 651 | 7 |
_aKenya _2AGROVOC _93783 |
|
| 700 | 1 |
_8001711470 _aRutsaert, P. _gSustainable Agrifood Systems _911441 |
|
| 700 | 1 |
_8001710879 _aDonovan, J.A. _gSustainable Agrifood Systems _96218 |
|
| 700 | 1 |
_aKariuki, S.K. _8N1706368 _gSustainable Agrifood Systems _96403 |
|
| 856 | 4 |
_yOpen Access through DSpace _uhttps://hdl.handle.net/10883/34685 |
|
| 942 |
_cBR _n0 _2ddc |
||
| 999 |
_c67924 _d67916 |
||