Rutsaert Pieter, Donovan Jason
International Maize and Wheat Improvement Centre (CIMMYT), Nairobi, Kenya.
International Maize and Wheat Improvement Centre (CIMMYT), Texcoco, Mexico.
Outlook Agric. 2020 Mar;49(1):39-49. doi: 10.1177/0030727019900520. Epub 2020 Jan 20.
The Kenyan maize seed sector exhibits high hybrid adoption rates, a growing number of seed companies, and an extensive agro-dealer network. Nonetheless, maize yields remain low and uptake of new, stress-tolerant varieties has been disappointing. This article investigates interactions in maize seed value chains in Kenya, and decisions made by agro-dealers, farmers, and seed companies, to gain a better understanding of how to encourage the uptake of new, stress-tolerant varieties. Data were collected during the 2019 seed-purchasing season from Kenyan seed companies ( = 8), agro-dealers ( = 80), and farmers immediately following their seed purchase ( = 466). Most agro-dealers had a wide offer of seed products available, but seed companies' engagement with them was limited and marketing efforts were directly focused on farmers. Only a fraction of farmers used the agro-dealer environment to guide their decision-making. However, when agro-dealers engaged with farmers, they influenced varietal selection in 80% of the cases. Agro-dealers were one of the key information outlets about maize seed varieties. Seed company engagement with agro-dealers and in-store promotions (push marketing) should be further explored to improve returns on investments in seed systems.
肯尼亚玉米种子行业呈现出较高的杂交种采用率、越来越多的种子公司以及广泛的农资经销商网络。尽管如此，玉米产量仍然很低，新型抗逆品种的采用情况也不尽人意。本文调查了肯尼亚玉米种子价值链中的相互作用，以及农资经销商、农民和种子公司所做的决策，以便更好地理解如何鼓励新型抗逆品种的采用。数据于2019年种子采购季收集，来自肯尼亚的种子公司（n = 8）、农资经销商（n = 80）以及农民在购买种子后立即进行（n = 466）。大多数农资经销商提供多种种子产品，但种子公司与他们的合作有限，营销努力直接针对农民。只有一小部分农民利用农资经销商的环境来指导他们的决策。然而，当农资经销商与农民接触时，在80%的情况下会影响品种选择。农资经销商是玉米种子品种的关键信息渠道之一。应进一步探索种子公司与农资经销商的合作以及店内促销（推式营销），以提高种子系统投资的回报。
