Thursday, September 18, 2014

Heirloom Rice Project hosts workshop on effective marketing of traditional rice varieties

By Leo Angelo Ocampo

The Heirloom Rice Project, together with the Department of Agriculture Cordillera Administrative Region (DA-CAR), and the Philippine Rice Research Institute (PhilRice), conducted a workshop as part of its effort to develop, implement, and sustain a knowledge management program to enhance the productivity, livelihood and on-farm conservation traditional rice varieties. Thirty four research and LGU staff from the provincial and municipal agricultural offices in Benguet, Ifugao, Kalinga, and Mountain Province, PhilRice, DACAR, and the International Rice Research Institute (IRRI) participated in the Knowledge Management and Capacity Development Workshop on 9-11 September at the Azalea Residences in Baguio City.

The workshop covered the role of knowledge management and how it can be integrated with the biological and socioeconomic components of the Heirloom Rice Project. It explored the most effective ways of developing methods and tools for communication collaterals including branding, recognition, and recall; designing of packaging and marketing materials; and photo and video documentation. The participants also developed a one-year knowledge and management plan for their respective province.

The ability to brand and to market heirloom rice varieties, create collaterals which have excellent design, and content that are geared toward the target audiences is critical in the overall work, said Mr. Tony Lambino, head of IRRI Communication. That will make a significant contribution to the success of the project

The Heirloom Rice Project,one of the projects under the Food Staples Sufficiency Program in the Philippines, is supported by the Department of Agriculture, IRRI, and the Consortium for Unfavorable Rice Environments (CURE).

Dr. Digna Manzanilla, CURE coordinator, is the co-project leader of the Heirloom Rice Project. CURE spearheaded the workshop and related planning activities. Dr. Lorna Calumpang, CURE communication specialist, facilitated the event.

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