Transformative Project on the rise for Paramakatoi – Pt 3

Mar 27, 2017 News

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– Branding and marketing Sundried Tomatoes

One of the central elements missing from many indigenous and local product lines is sound branding, packaging and marketing. Although there are several groups and small businesses in Guyana producing quality products, only a few of these have transitioned to significant market share and benefit from sophisticated packaging, quality control and most of all, marketing.
Central to all of these requirements for a modern business is trained and committed human resources, and often local businesses depend on narrow skill sets of the central entrepreneur, who may be excellent in one or even several aspects of the business venture, but rarely in all aspects required to produce a successful product.
For a vertically integrated business such as the growing, post-harvest processing, value-added processing and marketing of finished consumer products as envisioned for the Paramakatoi Sundried Tomato project, this requires the harnessing of multiple skillsets at the appropriate periods in the life-cycle of the project.

THE PRODUCTS
Tomatoes are an excellent source of vitamins, potassium, iron, fibre and protein.  They are also an excellent source of lycopene, a natural anti-oxidant which plays an important role in the mitigation of prostate cancer in men.  However, tomatoes have a high spoilage propensity due to their high moisture content, and lose their organoleptic appeal rapidly due to the degeneration of tissue integrity.

The dehydration of tomatoes by sun-drying, which must be done in a very narrowly controlled temperature range, retains all of the nutritional functionality of the tomato, enhances the flavor profile of the product, and extends the shelf life of the product up to several years as opposed to a few days.
One standard cup of sundried tomatoes contains approximately 140 calories, eight grammes of protein and seven grammes of fibre.  This is significant, as this represents between 14 – 17 percent of the daily recommended consumption of protein and 18 – 28 percent the recommended daily consumption of fibre.

In addition, this cup of sundried tomatoes contains up to 40 percent of the recommended daily consumption of potassium, significant percentages of iron and of Vitamins A, B and C.  Sundried tomatoes are also rich in magnesium, calcium and phosphorus.
Therefore, as a heart-healthy, bone-healthy, prostate-healthy, fibre-rich and protein-rich food, sundried tomatoes are one of the healthiest foods that we can incorporate into our diet.  The flavor profile of the products, however, as well as their rich red color, are among the most attractive reasons why Sundried Tomatoes are a sought after condiment, garnish, salad ingredient and food ingredient in the world.
One of the most popular ways of consuming sundried tomatoes is through salad dressings, as a significant percentage of the world’s consumers have moved to a more health-conscious diet.  Sundried tomatoes and salad dressings are somewhat unique in that they represent foods with a sought-after taste which are also healthy, as so many of the so-called healthy foods present challenging taste profiles not always appreciated by a mainstream palate.

THE SCIENCE
The Institute of Applied Science and Technology has been engaged for some time in research related to sun-drying of various fruits, vegetables, peppers and even biomass and seafood.  This dates back to the 1980’s when the institute was directed by the illustrious Dr. Neville Trotz and more recently, over the several past years.
Therefore, when the decision was made to investigate the sun-drying of tomatoes, the necessary skills and infrastructure already existed at the IAST and the development of standard operating procedures for the sun-drying process, including post-harvest processing prior to sun-drying, was accomplished quickly.

So, too, was the development of a sundried tomato based salad dressing. Both of these processes were conducted under the supervision of Mr. Sewpersaud Manohar, Head of the Food and Feed Department of the IAST.  Given the necessity to ensure that product is dried efficiently, within a minimum of time, but within the optimum temperature range, the IAST designed a hybrid dryer, which uses three elements – regular sun drying, augmented by the use of solar concentrators and biomass drying.  There was a concern that in the mountainous environment of the Pakaraimas, that sun exposure would sometimes be limited due to mist, potentially leading to spoilage of the product or imperfect drying.
Using a system of adjustable ventilator fans, temperature loggers and on-demand biomass combustion as a source of heat, the scientists are able to carefully control the temperature range used to dry the tomatoes, so that the quality of the final product is maximized.  The modified design was completed under the supervision of IAST Deputy Director, Mr. Deonarine Jagdeo.
The development of a product, however, does not solely relate to its production and its formulation.  There is a tremendous amount of work that must go into ensuring that the process to create the product is designed so as to minimize or eliminate the opportunity for microbial contamination so that the product is safe and its shelf life maximized.
Furthermore, there is a requirement to ensure that tolerances for all ingredients are established, shelf life and miscibility of all ingredients are assessed and the process modified accordingly, and for the optimization of the nutritional and taste profile of the product.
Finally, there is the need to establish standard operating procedures for production, procedures for secure chain of custody of ingredients, traceability procedures in the event of any issues with quality, and development of standard quality control measures and record keeping and reporting.
These in turn then translate into management reporting and auditing and accounting controls.  In this, the institute was greatly aided by the efforts of Mr. Dharamdeo Singh, Ms. Renita Chanderballi, Mr. Kumar Latchman, Mr. Lochan Ramlochan as well as analytical chemist Mr. Randey Fordyce, all under the supervision of Mr. Manohar.

BRANDING, PACKAGING AND MARKETING
Modern food products are expected to not only be safe, nutritious, shelf-stable and provide superior taste profiles, but to also be packaged attractively and to service any number of the following interests: be organic, be fair trade, be grown sustainably, benefit special interest communities, etc.  The marketing matrix, therefore, of a modern food product goes well beyond the demands of price and nutritional functionality.  The branding adopted for the Sundried Tomatoes from Paramakatoi and surrounding communities are branded as the “Pakaraima Flavours” line of products.

The products are aimed at establishing the following values: nutritious, healthy, fertilizer-free, all natural, sustainably grown in a pristine environment, benefitting indigenous lifestyles and cultures, aiding in community development, vertically integrated but benefitting the source community without servicing a profit motive for a large conglomerate and promoting fair trade and sustainable development.
Furthermore, the products are branded with a geographically unique name, with the idea that the brand can be protected as a Geographical Indicator.  The products also attempt to promote the region and its language and culture – so that the products are branded as “WukPong” which means “from the mountain” in the Patamona Language.

The outline of the distinctive Kawa Peak of the Pakaraimas provides the distinctive logo for the product. IAST’s Raveena Mangal, a talented young artist and marketing specialist, has been central in developing the marketing plan, brand, and artwork for the labels.
The branded and packaged products have been market tested at various trade shows, including the annual GuyExpo, and in targeted blind taste tests.  The IAST and its partners, the Ministry of Indigenous Peoples Affairs, the Ministry of Social Protection and the Ministry of Social Cohesion, took the deliberate approach to begin the branding, marketing research and positioning of the products long before production has begun in Paramakatoi and its surrounding communities.
In the several months before large scale production is set to begin in Region Eight, the institute will be working with the Bounty Supermarkets and the Massy Supermarket to further investigate the pricing and marketing approach for the well-packaged products, so that by the time production begins in earnest in the region, the team will be well positioned to ensure that the products are being distributed and marketed effectively.
To be continued…

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