Samenvatting

The European market represents, for Moringa Orchard created by Mr Siamak Tagari in the East of The Gambia, an exceptional opportunity to reach more consumers. In anticipation, MO is currently expanding its production with a view to selling more in France, Germany, the Netherlands and the United Kingdom – the four countries which already constitute the greatest share of European market.
MO cannot hope to challenge the Indian domination of the mass moringa market. Its tactic, is to find a niche where the social and environmental values it defends, using natural and traditional methods, will be recognised and rewarded by consumers.
However, a niche market is still competitive and subject to certain rules. These rules were examined by the research by treating four main product categories and identifying where moringa consumers could be found and the means to reach them with adequate promotion.

Moringa in Europe, is on sale in the form of oil, pills powder and tea. Prices varying very wildly depending on the product category, package size and the place where they are sold.
Organic labels are commonly used for most products but cannot always be used to justify higher prices
for consumers. However, consumers are so used to them that they are, de facto, obligatory in most cases.

European consumers of moringa are in the majority members of African and South Asian diasporas. Sales to a wider public are currently limited to those who seek an exotic nutritional complement or herbal remedy.
MO wants to develop sales to both groups but with different appeals. Diasporas are often concentrated in large urban centres, creating a strong localised demand. Links to home countries remain strong which corresponds to MO’s strategic position next to a trade hub between The Gambia and Senegal. For example, the community aims of MO in the east of The Gambia can constitute a sales argument to both countries’ diasporas. The guarantee of quality is the main appeal for consumers seeking lifestyle or health benefits.
This tactic does not rule out more ordinary ways to gain access to the market such as agents and industry groups.

To conclude, it can be said that Moringa Orchard has already begun to take the first steps to becoming a reliable exporter and supplier for European clients and that if it pays attention to market trends and dynamics while using the advantages it has at its disposition, it will be able to find the niche it needs in order to have a permanent foothold on the European market. It can already claim to have exceptional product but now needs to turn this quality into sales. It is obvious that research visits to shops were very limited (due to covid), but this limitation could be said to be a blessing in disguise as more time was devoted to data and the identification of sources which can be used by MO and other students in the future.