Unexplored processing opportunities less than 10% of potato production undergoes processing, even though the domestic market for processed products is increasing. Increased revenue. Any addition adds a percentage of increased financial value to the product and has the effect of improving the incomes of the local farmers.
Value addition allows the farmer to focus on the consumer while producing and through meeting expectations, he can create a loyal market around the product. The marketing bill is the difference between farm gate value and retail value and it is growing bigger by the day.
Increased shelf life is a benefit any farmer would want. The longer the product can stay without getting spoils, the more the guarantee one has of a product selling at their preferred price and time. For example table potatoes have a shelf life of fewer than 45 days but when processed they last up to 12 months.
Brand Creation is one of the factor results of value addition and the fact that your product can be directly identified with you or your farm which is important in an industry where customers exercise a lot of brand loyalty. It allows them to always and readily identify with you as well as win you more referral customers.
In conclusion when we think of Zimbabwe they only companies that have managed to do value addition to potatoes such Cairns, Pro-bands they have monopolized the market when you go into potatoes also think of value addition.
Still, these are not enough for the country we still import lays and other brands. Value addition also means upgrading our packaging to a better standard. My challenge to you today is the next time you buy lays remember that could be your own brand filling that space. When you buy those potatoes musaga reblack remember they can be branded and matching international standards. Raw potatoes are sold at $0.50 USD a kg, a packet of lays is $1.50 for 750gms meaning that would be 3 kgs raw potatoes