Market Entry Strategy for Moringa Products

Project context

Moringa is a tree, which is naturalized in several African countries such as Tanzania, Kenya and Madagascar. Moringa leaves are nutritious, containing proteins, iron, and several vitamins. They can be used for salads, to cook dishes or to prepare tea. The seeds of the tree contain oil, which can be extracted in oil mills. At present, small amounts of this oil are used for cosmetic production, as cooking oil or for non-food applications. However, large amounts of Moringa seeds are not used at all, but decay once they drop on the ground.

Project objective

The objective of the project was to develop a market entry strategy for Moringa products and analyse the financial viability of large scale Moringa production. Interviews were conducted within different industries to evaluate the market potential of Moringa leaves, Moringa oil and press cake. Also, the income generation potential through Carbon Credits was assessed. The project included field trips to Madagascar and Tanzania to gather data on current Moringa plantation and local uses.

Project output

Analyses of potential partners, identification of the most attractive markets, potential prices, additional revenues from Carbon Credits, and potential competitors and substitutes were the main results of the study. Further R&D on the use of Moringa oil in specific industrial applications was initiated in cooperation with several large European companies.