Connecting rural non-timber forest product collectors to global markets: The case of baobab (Adansonia digitata L.)

Abstract

Although the importance of non-timber forest products (NTFPs) is increasingly recognised across the globe, their potential is not yet fully realised. Their often valuable nutritional composition and discovery of new possible applications offer further opportunities for innovation and rural development. Yet only few NTFPs manage the jump from traditional, informal use to global markets. Therefore, this paper assesses how baobab (Adansonia digitata L) fruit products overcame the challenges faced by most NTFPs in gaining access to such markets, discussing factors contributing to its emergence and how sustainability aspects were addressed. Complex interactions of a variety of actors and institutions in the global South and the global North, encompassing both the production as well as the consumption side, were necessary for these developments. Triggered by the rising demand for natural, healthy foods and growing knowledge and appreciation for indigenous products, increasing numbers of entrepreneurs and development organisations entered the scene. Poor climates for innovation and enterprise development in the producer countries were overcome by developing the sector bottom-up using external support inducing a variety of innovations including supply chain modifications in order to comply with the high quality standards demanded. With baobab previously unknown to Western consumers new markets were formed due to the combined efforts by a variety of both private and public stakeholders and demand for baobab fruit powder rose to several hundred tons per year after the acceptance as novel food in European and US markets. Numerous products are now available predominantly in niche, early adopter markets focusing on healthy or organic foods. However, further support of the sector is necessary to ensure sustainable commercialisation of baobab resources. With the developmental impact being higher the more ethically, sustainably sourced baobab is sold, activities focusing on increasing demand and raising awareness on the consumer side may well have a higher impact than direct efforts aimed towards the production systems.