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Wild Fruits of Africa: Commercializing Natural Products to Improve Rural Livelihoods in Southern Africa

Author

Listed:
  • Mabaya, Edward
  • Jackson, Jose
  • Ruethling, Gretchen
  • Carter, Casandra Marie
  • Castle, Jack

Abstract

Wild Fruits of Africa (Pty) Ltd (hereafter referred to as Wild Fruits) is an emerging agribusiness based outside Gaborone, the capital of Botswana. Frank Taylor, the CEO, has spent much of his life researching indigenous plants, and is currently commercializing natural food products made from local fruits. Wild Fruits collects wild fruits harvested by rural villagers who have limited income-generating opportunities. Wild Fruits processes the fruit to make healthy snacks targeting the country’s growing tourism industry. The company is currently marketing and distributing its products to airlines, supermarkets, and safari lodges in Botswana, and is now seeking expansion into regional markets. This case illustrates the challenges and opportunities facing entrepreneurs in a niche market, as well as issues surrounding blended-value businesses in Southern Africa.

Suggested Citation

  • Mabaya, Edward & Jackson, Jose & Ruethling, Gretchen & Carter, Casandra Marie & Castle, Jack, 2014. "Wild Fruits of Africa: Commercializing Natural Products to Improve Rural Livelihoods in Southern Africa," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(B), pages 1-6, July.
    • Handle: RePEc:ags:ifaamr:179492
    DOI: 10.22004/ag.econ.179492
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