SILVIA LASERNA

Challenge:

Conduct a market analysis, find the most viable Brazil nut product, design a business that can boost the local economy and promote Suriname as a sustainable country.

Outcome:

A marketing strategy for Brazil nut massage oil to be sold to spas in the Caribbean under a Sustainable Suriname brand.

The Wayana and Trio Indigenous people play a critical role in the conservation of the South Suriname Corridor and it is essential that they lead a grassroots process where communities see the short and long term benefits of conservation. For this reason, Conservation International Suriname (CI-S) is looking to improve their livelihoods through economic alternatives that maintain the integrity of the forest. the production of Brazil nuts is quite favorable as they only grow in healthy rainforests, providing economic incentive to maintain the ecosystem as a whole, rather than just the Brazil nut tree.

CI-S approached the Berkeley MDP team to assess the feasibility of Brazil nuts as a sustainable business opportunity for the TRIO people of Alalapadu community. They requested that we identify the most viable Brazil-nut based product with feasible sustainable production, define the ideal market segment for this product, develop a market entry strategy and envision a longer term expansion plan.

Approach:

• Assess various Brazil nut-based products on the basis of production feasibility and financial viability.
• Conduct Interviews with experts and industry players to understand the market for the various products, barriers to entry and production requirements.
• Perform a thorough digital media review to gather information on market trends, pricing, geographical distribution of buyers and sellers.
• Consider whether a B2B or B2C strategy would work best for CI-S.
• Benchmark CI-S and other Brazil nut and oil sellers to understand opportunity and competitive advantage.
• Field visits to shops to get a sense of how Brazil nut products are marketed, whether sustainability is being advertised and to identify potential buyers within the cosmetics industry.
• Build a Business Model that maximizes profit within the production and distribution limitations, taking advantage of trade agreements and sustainability branding.
• Devise a market entry strategy and propose a long-term expansion plan for CI-S Brazil nut oil.
• Study the case of Argan oil, why it has been so successful and how it compares to Brazil nut oil.

Creating an income-generating system based on Brazil Nuts will create an economic incentive for conservation.

Findings:

• Raw oil requires low initial investment, low skill and has a strong regional market
• There is growing consumer awareness of plant-based ingredients
• There are large retail and wholesale beauty markets in Latin American and the Caribbean.
• Suriname’s strategic location and working expertise in the continent are compelling.
• Brazil nut plantations are limited; Suriname can supply for expanding cosmetic producers.
• Business to Business: CI Suriname could partner with small, exclusive and high-end ecologically -conscious distributors.
• Business to Consumer: Promote the ecologically sustainable brand to Eco tourist centers and health spas.

Suriname has a strategic location and trade agreement to supply beauty service providers in the Caribbean.

The Team:

My Role:

• Mapped out existing Brazil nut based products with costs and market prices
• Gathered information on current market trends in the cosmetics industry
• Investigated the complexity of production of Brazil nut-based cosmetic products
• Assessed the business opportunity for Brazil nut oil as a base or finalized cosmetic product
• Identified potential buyers and sellers for refined Brazil nut oil
• Conducted research for different world regions to identify the geographical target market
• Benchmarked Brazil nut production companies across South America and oil production companies around the world
• Contributed, edited, finalized and did graphic design for final report