Empowering rice breeders and market researchers to align demand-driven product development of rice varieties with major value chain actors.
As Bangladesh's climate and market conditions evolve, rice production must adapt to meet consumer preferences and environmental challenges. Market-aligned breeding supports this, addressing both the demand for rice and resilience against major climatic stresses.
To address the country’s need for climate-smart, market-driven rice varieties, the Bangladesh office of the International Rice Research Institute (IRRI), with funding support from USAID, organized a workshop entitled "Market Research to Product Concept Development of Rice Varieties" on 13 November 2024 in Dhaka.
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| Dr. Rafiqul Islam, Project Lead and Senior Scientist of Rice Breeding Innovations, emphasizes market-driven breeding to align resilient rice varieties with consumer needs for sustainable agriculture |
The workshop session focused on equipping breeders and market researchers with strategies to integrate consumer demand into product development, supporting the development of rice varieties that meet evolving agricultural needs.
Participants included rice breeders, market analysts, and sales experts from six leading Bangladeshi seed companies, including ACI Ltd, BRAC Seed and Agro Enterprise, Ispahani Agro Ltd, Lal Teer Seed Ltd, Metal Agro Ltd, and Supreme Seed Company Ltd.
Held under the USAID Feed the Future Initiative - Bangladesh IRRI Rice Breeding Public-Private Partnership Platform Activity, the workshop was led by Dr. Mohammad Rafiqul Islam, Project Lead and Senior Scientist of Rice Breeding Innovations, and Dr. Md. Sirajul Islam, Chief of Party for Business and Private Sector Development.
Highlighting the workshop’s focus, Dr. Rafiqul Islam shared, “Market-driven breeding ensures that we not only produce high-yielding resilient varieties but also meet the needs of the market and the consumer. By aligning product concepts with demand, we are supporting the long-term sustainability of Bangladesh’s rice sector.”
Dr. Md. Sirajul Islam also noted, “Integrating market insights into breeding processes is essential to advance high-yielding, climate-smart agriculture and address the challenges faced by our farmers and consumers.”
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| Mohammad Ali, Assistant Scientist, IRRI Bangladesh, presents key findings from Haor region surveys, highlighting market-driven approaches to rice variety development. |
The workshop included presentations from Mohammad Ali, an Assistant Scientist specializing in socioeconomics, market, and gender research. Ali shared findings from recent household and market surveys in Bangladesh’s Haor region. A session on "Methodology of Market Research for Product Concept Development" offered practical techniques for developing rice varieties based on market demands.
By leveraging market research, IRRI Bangladesh and USAID aim to empower breeders to develop varieties that can not only withstand climate pressures but also align with consumers' preferences in diverse regions like the Haor area, which has specific agricultural needs.
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| Participants share feedback on actionable insights gained for market research, advancing consumer-focused rice variety development |
Through the workshop, participants were equipped with actionable insights and methodologies for conducting market research, enabling them to develop rice varieties that reflect consumer needs. This initiative marks a critical step in advancing market-responsive breeding approaches, and IRRI Bangladesh and USAID look forward to further collaborations that strengthen the resilience and market viability of Bangladesh’s rice sector.
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