Wild Fruits of Africa: Commercializing Natural Products to Improve Rural Livelihoods in Southern Africa

Edward Mabaya, Jose Jackson, Gretchen Ruethling, Casandra Marie Carter and Jack Castle

International Food and Agribusiness Management Review, 2014, vol. 17, issue B, 6

Abstract: Wild Fruits of Africa (Pty) Ltd (hereafter referred to as Wild Fruits) is an emerging agribusiness based outside Gaborone, the capital of Botswana. Frank Taylor, the CEO, has spent much of his life researching indigenous plants, and is currently commercializing natural food products made from local fruits. Wild Fruits collects wild fruits harvested by rural villagers who have limited income-generating opportunities. Wild Fruits processes the fruit to make healthy snacks targeting the country’s growing tourism industry. The company is currently marketing and distributing its products to airlines, supermarkets, and safari lodges in Botswana, and is now seeking expansion into regional markets. This case illustrates the challenges and opportunities facing entrepreneurs in a niche market, as well as issues surrounding blended-value businesses in Southern Africa.

Keywords: Agribusiness; Agricultural Finance; Community/Rural/Urban Development; Consumer/Household Economics; Crop Production/Industries; Demand and Price Analysis; Farm Management; Food Security and Poverty; International Development; International Relations/Trade; Labor and Human Capital (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:ags:ifaamr:179492

DOI: 10.22004/ag.econ.179492

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