Roadmap to promote the export of Guinean pineapples to Senegal Guinea

Context of the service

The Agricultural Entrepreneurship Project (PEA), funded by ENABEL, supports agricultural entrepreneurs in three sectors: pineapple, mango and potato. It aims to strengthen their technical, economic and financial capacities, and to improve the business environment.

The Senegalese market represents the 2nd largest outlet for Guinean pineapples. after the domestic market. In addition, the demand for pineapples is growing. While Guinea benefits from its proximity to Senegal, it has recently been overtaken by Côte d'Ivoire in this market.

This can be explained by a significant difference in quality: the Guinean offer is seasonal, poorly packaged, poorly transported and suffers from significant losses; The Ivorian pineapple has established itself with a well-packaged, calibrated offer, stable in quality, equipped with refrigerated means of transport and storage.

The purpose of this study was to prepare a roadmap to promote the export of Guinean pineapples to Senegal.

Services provided

After analyzing the specificities of the Senegalese pineapple market and the bottlenecks of the Guinean pineapple export sector to Senegal, an export marketing strategy and a 5-year action plan was discussed and validated with the Guinean pineapple inter-professional organisations.

This marketing strategy and action plan is based on the following points:

- Product: Agronomic feasibility and training for off-season production; Upgrading of Guinean pineapple (Brix degree, sorting, sizing, regularity, packaging, hygiene, traceability, etc.);

- Price: Optimization of production and export costs; Price differentiation (urban markets / large and medium-sized supermarkets / restaurants);

- Distribution: Comparative analysis between road and sea freight (delays, load breaks, cold chain, etc.); Specific analysis of an alternative land route (Boké-Quebo road);

- Promotion: Creation of a country brand; Targeted campaigns (large and medium-sized supermarkets / restaurants); Participation in fairs and exhibitions.

Summary of the service

Roadmap to promote the export of Guinean pineapples to Senegal: Analysis of the specificities of the Senegalese pineapple market; Analysis of bottlenecks in the Guinean pineapple export sector to Senegal; Development of an export marketing strategy and a 5-year action plan with the Guinean pineapple inter-professional organisations (four axes: product / price / distribution / promotion).