Two farmers harvest a special type of fruit called durians in the forest. A collecting trader buys the durians at a low price from the farmers. The collecting trader then sells the durians to a wholesaler, who also offers a low price. The wholesaler takes the durians to a shopkeeper in town. A customer comes to the shop looking to buy durians. It is discovered there is a problem with the quality of the durians that is affecting their value at each point in the chain. The farmers, collecting trader, wholesaler, and shopkeeper work to address the issue to improve profits for all involved.

1. Theatre play
for
participatory value chain development
by Hugo Lamers, Faridah, Termizi, Pearlycia, Shariah and Hafizul
Adapted from the Participatory Market Chain Approach

2. ‘The Spineless Durian’

3. The audience is ready….., I hope you too!

4. Two farmers are in the forest harvesting some special fruit…

5. A collecting trader comes to the forest…

6. The collecting trader bargains hard – A low price is what
the farmers get!

7. The collecting trader sells the fruits to the wholesaler

8. The wholesaler is not happy and gives a low price again!

9. The wholesaler arrives at the shop in town – the
shopkeeper inspects the durians

11. A customer arrives

12. The customer inspects the durians

13. The shopkeeper asks which type she wants…

14. '
The shop keeper calls the wholesaler

15. The wholesaler calls the collecting trader

16. The collecting trader meets the farmers

17. The farmers are puzzled - Then the wholesaler calls

19. I have an idea says the collecting trader

20. The farmers agree and go deep into the forest...

21. The farmers show the fruit to the shopkeeper

24. 'The End'

25. So people - I hope you enjoyed, but what did you learn...

26. We put three key messages about marketing and
value chains in this play, did you capture them...

27. Find the guidelines and answers at
http://tft.atbioversity.net/tiki-index.php?page=PMCA

28. - Pearlycia Brooke as farmer (Dep. of Agriculture, Sarawak)
- Termizi as farmer (Dep. of Agriculture, Sarawak)
- Hafizul Bin Husin as collecting trader (Dep. of Agriculture, KL)
- Shariah Binti Umar as wholesaler (Dep. of Agriculture, Sarawak)
- Hugo Lamers as shopkeeper (Bioversity International)
- Faridah as customer (Dep. of Agriculture, KL)
- Bungai village, Bekenu district, Miri, Sarawak, Malaysia, Nov 2013
http://tft.atbioversity.net/tiki-index.php?page=PMCA

29. Theatre play
for
participatory value chain development
Adapted from the Participatory Market Chain Approach
Hugo Lamers
Associate Scientist socio-economics and marketing
Bioversity International
h.lamers@cgiar.org
In collaboration with Deportment of Agriculture in Malaysia
http://tft.atbioversity.net/tiki-index.php?page=PMCA