Promoting regional trade and agribusiness development in the Pacific : 2nd PACIFIC AGRIBUSINESS FORUM "Linking the agrifood sector to the local markets for economic growth and improved food and nutrition security" Organised by PIPSO, CTA, IFAD, SPC and SPTO Tanoa Tusitala Hotel, Apia, Samoa, 29th August -1st September 2016

1. “Policy and Practice for Agrotourism: the Caribbean
Experience”
Ena Harvey, IICA

2. Ena Harvey
IICA Representative, Barbados
& Agrotourism Specialist
2nd Pacific Agribusiness Forum, Samoa
Policy and
Practice for
Agrotourism:
the Caribbean
Experience

3. 3
• Food security exists
when all people, at all
times, have access to
sufficient, safe and
nutritious food to
meet their dietary
needs and food
preferences for an
active and healthy life.

5. How do we capitalize on the
opportunities from linkages between
Agriculture & Tourism ?
The facilitation, coordination and growth of
agritourism as a distinct economic activity
requires the emergence of institutions and
partnerships that can coordinate strategic
planning, event management, joint
promotion, advertising campaigns and
information management.

6. AGRO
TOURISM
RURAL &
COMMUNITY
DEVELOPMENT
AGRI-FOOD
SYSTEMS
TRADE AND
COMMERCE
FINANCE AND
ECONOMIC
AFFAIRS
ENERGY
AND
ENVIRONMENT
HEALTH
TOURISM
A MULTI-SECTORAL APPROACH

7. IICA Initiatives (with partners)
 Regional Strategy for Agrotourism (approved at CWA by
Ministers of the Alliance and COTED) – 2011
 Regional Food Tourism Strategy (with CTO and OAS
funding) – 2013
 CWA 2013, Guyana: 2 workshops on Investment in
Agrotourism and Economic Empowerment of Women in
Agribusiness (CTA, WIBDI, SPC, Chef Oliver, Ministers from
Samoa and Tonga)
 CWA 2014, Suriname: Pacific Ministers from Vanuatu attend
CWA and plan for Pacific Week of Agriculture in 2017

8. IICA Initiatives (with partners)
 1st Caribbean Agribusiness Forum (CTA) – Grenada, 2014
 1st Pacific Agribusiness Forum, Fiji (Caribbean participation
from IICA, CANROP, CAFAN, CABA, Cbn Export, UWI)
 2nd Caribbean-Pacific Agribusiness Forum, Barbados, 2015
(Vanuatu, Seychelles, Samoa, Fiji)
Chefs’ Development Network
Knowledge Sharing Platform
Vanuatu Workshop on Agrotourism Policy
 Vanuatu Agrotourism Policy Setting Workshop, May 2016

9. Sample of Recent Publications

10. Recent Developments at Sub-Regional
and National Levels in the Caribbean
Jamaica: Ministry of Tourism and Entertainment:
Tourism Linkages Hub
 Approved by Cabinet decision and established in
June 2013 to fulfill the ministry’s mandate to
create and sustain linkages throughout productive
industries. The hub is funded by the Ministry of
Tourism and Entertainment’s Tourism
Enhancement Fund
 ‘Agro-Tourism Farmers Market’ in the resort area
of Negril, aimed at boosting the link between
tourism and agriculture and promoting the
consumption of local produce.
 “We have provided a livelihood for 35 farmers
who otherwise, would not have been selling at
a market. The first market we reported, J$14
million was exchanged”

11. Eastern Caribbean States, Suriname,
Trinidad & Tobago
 World Bank Study: Linking Farmers and Agro-Processors to
the Tourism Industry - 2015
 Agrotourism Demand Study under EU -10th EDF - 2014

12. Ena Harvey
IICA Representative, Barbados
& Agrotourism Specialist
2nd Pacific Agribusiness Forum, August 30, 2016, Samoa
Branding the Visitor
Experience at WIBDI

13. The Journey There
 Signage on road leading to Centre
 Tour Guides (with Samoan logo
shirts) provide information on what
the tour is about, guidance re
cultural norms – Dos and Don’ts to
visitors
 Tour bus – branding (eg. Café Britt
bus, Costa Rica)
 Focus on Organic and “Green”

14. Arriving at the Site
 Welcome Centre with branded coconut mats for sitting
 Design of site layout and buildings, walkways for physically
challenged
 Signage re safety, location of restrooms, areas on site
 Traditional Meeting house as Welcome Area (emphasize “green”
and organic aspects – nothing wasted, no plastic spoons, no foil,
 Amenities (toilet facilities (green), gift shop, videos, ATM machine
(you want the visitor to spend money !)
 Cafeteria with tasting stations (basic kitchen facilities for food
preparation)
 Seating/ rest area with benches (local wood)
 Area for entertainment (dances, drumming, etc)

15. The Product Offering
 Cocoa
Processing of cocoa beans
Tasting of Samoan cocoa
Final product
 Coconut
Processing of coconuts for Virgin Coconut
Oil (VCO)
Soap making
Product displays (coconut charcoal, expeller
press cake, soaps, coconut oil)

16. Cocoa Processing

17. Some suggestions for Upgrading of the
Cocoa Experience
 Video (entire process from harvesting through fermentation, roasting and
grinding) with displays of cocoa pods and intermediary products
 Simple automation of roasting, shelling and grinding (quality control)
 Participation of Visitor (eg. Dancing cocoa, learning how to make Samoan
cocoa)
 Product differentiation and packaging
Upgrading the tasting
 Tasting roasted cocoa beans
 Serving in coconut cups (not Styrofoam)
 Cocoa with coconut milk …. or organic rum

18. Dancing cocoa in Grenada and
Trinidad

19. Coconut Processing

21. Some suggestions for Upgrading of the
Coconut Experience
 Video (entire process from harvesting on organic farms
through husking, grinding, drying and expelling of oil) plus
charcoal making
 Product differentiation and packaging
 Branded coconuts for drinking
 Coconut water with organic rum
 How to make a serving basket (and visitor takes home
their basket)
 Chocolate coated toasted coconut chips in banana leaf
packages with logo

22. Some ideas for Process
Improvements
 GMPs (floor and ceilings, hairnets, hand washing
stations, sanitary instructions to visitors to protect
product safety)
 Improved Product handling efficiency – simple conveyor
from grating station to drier; elevate press for collection
of oil)
 Safety signage (hot surfaces, smoke inhalation, graters)
 Demos of tests for quality parameters: -
 Sample bowls for visitors to feel moist and dried
product
 Video (incl. how to cut nuts exactly in half, how to build
fire under drier)

23. The Tasting Experience
 No foil or plastic forks,
plastic spoons. Use
banana leaf liners
 Logo spoons for
scooping out jelly
 Logo spoons for tasting oil
 Leaflet on benefits of coconut oil
 (include cost of spoon in tour fee and
tell visitors it is their personal souvenir

24. Souvenirs and products for
purchase
 Visual art of workers (man, woman)
 Coconut mats with logo
 Coconut cups and spoons with engraved logo
 Serving basket sets of 6 with assortment of tapa liners
 Packaged banana leaf liners
 Packaged cocoa paste and roasted cocoa beans in pouch with logo
with instruction leaflet on how to make Samoan cocoa
 Tapa with cocoa motifs – leaves, pods, beans

 Different sizes of tapa (table runners, table mats)
 Gift packs of soaps and oils (<3oz for visitors to take in hand
luggage)

25. Ideas for Coconut souvenirs
and products for sale
 Branded coconut cups, spoons, and paddles used in drying
 Plain and Flavoured charcoal in branded bags (Coco-Q)
 Coconut charcoal capsules
 Packaged expeller press cake in logo bag for sale as animal
feed supplement (analysis on bag – fibre, moisture, etc)
 Coconut scrub, chocolate/cocoa medallion and massage oil
(for spas)

26. Partnerships
 Culinary school, art students, Rum company, videographers
 HACCP consultants
 CTA, PIPSO, SPTO, Ministry of Tourism, NZ High
Commission, IFAD, EU,