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A Customer Centric Lens for Good Agricultural Practices

Tagged in Agriculture, customercentricity, GAP, INNOVATE, Markets

A Customer Centric Lens for Good Agricultural Practices
Industry actors need to broaden and expand on Good Agricultural Practices’ (GAP) agronomic perspective (e.g.: “how to grow”) to include a business case perspective centered on specific markets. Fundamentally, adopting GAP is a business investment decision that includes optimizing additional revenue and risk-based decisioning making by smallholder farmers. In order to adequately address these factors, it is necessary to:
  1. Emphasize the market context, not only the agronomic and growing practices
  2. Adopt a customer centric perspective that treats smallholder farmer segments differently
  3. Adopt a business orientation to promote the business case and the value proposition