Lack of quality knowledge for marketing niche agricultural products

Currently, the production of various niche products in the Latvian agricultural sector is chaotic and serves as a way of survival, but the production of products with high added value could be a way for many farms to earn regular income, increase competitiveness and develop. Unfortunately, in Latvia, the production of their own specific products takes place in very few farms - farmers are able to be creative and imaginative in the creation and production of products, but lack the knowledge to promote products on the market. The development of the production of specific local products in farms is also hindered by unfavorable, overly strict regulatory conditions, which make such production and trade unprofitable for farms.
Therefore, in order to improve knowledge and help Latvian farms develop, the Farmers' Council, involving partners from France, the Czech Republic, Slovenia and Romania in the project "Promotion of Marketing of Local and Regional Products Proud Farmer", identified the experience of different countries in the development, marketing and agricultural education in general. The project was implemented with the support of a grant from the Leonardo da Vinci Transfer of Innovation Programme. During the project implementation, the partners met at six partner meetings in each project partner country, exchanging their countries' experience, knowledge and educational opportunities. While getting acquainted with local practice in Latvia, the project participants were introduced to producers of popular niche products, such as z/s Ķelmēni, a/s Trikātas siers, SIA "Lāči", PKS "Straupe", z/s Lielvaicēni.
Within the framework of the project, a methodological teaching tool for vocational education in marketing (program, workbook and teaching tool available on the Internet) was also developed, consisting of a curriculum (160 hours), a textbook, good practice examples, a workbook and examples of using workbooks. In addition, trainers were trained and educated in the project partner countries, who will further teach farmers, entrepreneurs, students of educational institutions how to plan and implement marketing for agricultural niche products and products with a local or regional identity. A farmer-friendly and easy-to-understand online teaching tool was also created, a source of information for all interested parties, especially small and medium-sized enterprises in rural areas. The teaching tool is available on the Internet (www.zemniekusaeima.lv). By involving various cooperation partners, the quality and attractiveness of professional and lifelong learning has been improved, as well as the exchange of experience has been promoted. However, the project implementers and the involved professional organizations in Latvia agree that Latvia needs a significant reform of agricultural education and a significant specialization in the marketing of agricultural products. Unfortunately, there is a lack of cooperation between educational institutions and farms.
"The project partners are convinced that the future challenge of agriculture is the development of niche product marketing and information technologies, which will affect farming in rural areas. The training program developed during the project will be very useful for farmers, because although marketing experts in Latvia are able to provide good advice and solutions in standard situations, there is often a lack of knowledge specifically in niche product marketing."
This is recognized not only by farms, but also by students of the Latvian University of Agriculture, who would like to see more practical examples and possible solutions in lectures, as well as to get acquainted with the experience of specific farms in practice, so that they can later fully use the knowledge gained," says project manager Inga Bērziņa, representative of the Farmers' Parliament.
During the project, the Farmers' Council concluded that Latvia lacks direct sales opportunities and that local residents still need to learn to support their local products, similar to the example of the French, where around 1,000 festivals are held in the Lot et Garonne region alone every year, in which local products and drinks are an integral part. Farmers'/producers' markets are widespread and popular, where you can buy a wide and interesting range of local products without intermediaries.
Therefore, the Farmers' Council and the project partners agree to continue the exchange of mutual experience and improve the training program for farmers. The Farmers' Council has also committed to engaging in solving agricultural education problems, inviting the involved ministries and main educational institutions to a discussion in search of the most acceptable solution for all.