Branding Caraga

by Dan Gudahl

#PCCP#CaragaAgriculture #PhilippineAgriculture #CaratExpo2016 #CaragaLobster

 Caraga Lobster

I remember when Heifer International, where I worked (1987-2000), was undergoing a participatory campaign to develop a new brand.   Consultants were hired, focus groups met, designs were discussed.  It seemed like a process that took too long and cost too much money.  I really did not understand what a brand could do to make the whole complicated and convoluted process of brand development worthwhile.  A brand itself does not do anything, or so it seemed to me.  Development of a brand seemed to be something that would not have a big return on investment and meant little in the day to day work of helping hungry people earn more money.  Obviously I never studied advertising and I am not an expert on the topic but experts tell me that branding serves to help attract people to products, services, events, etc. through a recognition process that relates to favorable feelings generated and a positive reaction to the known versus unknown.  The “bug” or symbol or brand that Heifer International finally settled on was a line drawing of a cow jumping over the moon.  Now for sure Heifer is not in the business of promotion of moon jumping by cows, but the symbol is representative. Dan West founded Heifer International in 1946.  In the early 90’s, I remember listening to his widowed wife, Lucy West Rupel, describing the early days of Heifer and then reflecting on how far it had come over the years.  Lucy said “you know, this organization really has been the cow that jumped over the moon!”  This statement really struck a cord with those in charge of creating a new brand image for Heifer and lead to adoption of the logo used to this day.   It is an interesting image to that speaks to reaching for things that may seem beyond the realm of possibility or doing things that seem impossible.  It is a recognizable image that brings to mind a nursery rhyme but also other important positive reactions by those that see it.

One thing I used to do while working as Director of Africa Programs at Heifer International was to look for possibilities of projects utilizing new ideas and new animal species.  New programs with new animals got attention of media people and donors alike.  In Ghana we were able to develop projects where forest snails could be raised, fattened and marketed.  In west Africa we developed projects to raise agouti, and while this animal looked like a big rodent, it was the most expensive meat in the market place. We shipped giant guinea pigs from Ecuador to Cameroon to be used for crossbreeding and raising under rabbit pens.  Rabbits were sold for cash and guinea pigs raised as a family meat source.   For a time I even considered ways to commercialize edible grasshopper production.  Grasshoppers are a popular seasonal food in Uganda and Tanzania.  During my days with Heifer, I was even able to enjoy eating lobsters while visiting Mafia Island off the coast of Tanzania, but never in my wildest dreams did I think that promotion of and raising lobsters for commercial sale would be part of my portfolio.

Today, one of the objectives of the Philippine Cold Chain Project in the Caraga Region of the Philippines is to help establish a recognizable, memorable and representative brand for the Caraga Region.  A brand should be some symbol, image or representation that helps people to recognize, popularize and advertise a product, a place and an idea.  The Caraga Region is behind other areas of the Philippines when it comes to branding. 

Guimaras

Boracay

One well branded Philippine example often cited is Guimaras Island.  Everyone here in the Philippines knows this place is popular for its mango production.  When you get off the boat at Guimaras, it is easy to identify that this is a place that is mango branded.  Another easy example is Boracay Island. The brand there is white sand beach and blue water.  Sometimes Boracay and tropical paradise are words used in the same breath.  But when you say “Caraga” to someone in Manila, the main reaction might be “where is that?” or “what is there?”   So as part of our PCCP objective to help create better markets for perishable products produced in the Caraga Region, we included brand development and creation as part of our objective under PCCP.  We want to select a brand that represents the uniqueness of the region, tells a story, represents a quality image and helps to promote the idea that Caraga is a great place to live, work and invest in.

As PCCP work developed on the ground, it soon became apparent that one popular activity at the barangay level in key areas was raising lobsters in cages.  Lobsters need high saline water that is clean and has good tidal movement.  People living next to the ocean see lobster raising as a viable way to create more income for their families, even if they might never eat a lobster themselves.  Lobsters, especially live lobsters, have a ready market in Manila and throughout Asia and farm gate prices can go as high as Php2800 (60.8USD) per kilo.  Lobster farmers take out more loans under PCCP than any other commodity group.  While we also have identified the shortcomings and areas within the lobster value chain that need to be fixed, a visit to lobster raiser homes, usually located right above the lobster cages and a lunch with a group of lobster farmers on Dinagat Island or near Surigao City can be a real “National Geographic” experience.  These tiger lobsters (Panulirus ornatus) are fascinating and beautiful creatures, made more so by the clear waters where they live and the ease at which their activities can be viewed.  They also need to be well protected from thieves due to their high price so owners generally choose to live very close to the pens, if not directly above them in the mangrove or open-ocean.

So when PCCP was reaching out to all the Chambers of Commerce in the Caraga Region to assist with promotion of products and a brand for the region, an enthusiastic discussion commenced.  What would be the best brand to select that represents the uniqueness and attractiveness of the Region?  What product is out there that also demonstrates quality, pride, and uniqueness of this area?  After some time, the group settled on the tiger lobster as the symbol of choice that meets all the necessary criteria for branding and image.  There were some negative comments regarding lobster…too expensive, not available locally, never tasted it, not representative of the whole region etc.  But the positive representational characteristics of having a lobster as a brand for the region have won out to date.

Going forward PCCP will work with the local Chambers of Commerce to develop what we are calling the Caraga Agricultural Trade and Marketing Expo or Carat Expo.  This first expo of its kind will be held in Butuan during the first week of November 2016.  A follow on expo to promote the region will be held in Manila in 2017 where we hope to feature lobster as a brand and on the dinner plates of people interested in investing and learning more about opportunities here in Caraga and all of the wonderful products available in the Region XIII.  Maybe sometime soon, this lobster will jump over the moon too!

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Photo lifted from 

Guimaras http://www.hotels-and-beach-resorts.com/wp-content/uploads/2012/06/Guimaras-Beaches.jpg

Boracay http://s30.postimg.org/u7uqsv1bl/C3_T7_Cmv.jpg