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Workshop: Positioning and differentiating your products

In an increasingly competitive agricultural context, Green Smile and Hortitool Consulting are offering a unique 2-day workshop to support producers, exporters, marketers and agro-entrepreneurs in building a strong and differentiating positioning strategy for their products.

  • Agadir

  • 3 days ( 17 - 19 April 2012 )

Objective
Program
Speakers

Objective

  • Understand buyer and consumer expectations
  • Identify the distinctive features of your products or businesses
  • Formulate a clear and compelling value proposition
  • Build an immediately applicable positioning strategy
  • Take action with concrete, low-cost, high-impact tools

Program

  • The Convenience Trap: Why Price Alone Is No Longer
  • Enough Buyer and Distributor Decision-Making Mechanics
  • Identifying What Makes a Product "Remarkable"
  • Creating Branding Aligned with Market Expectations Packaging, Communication, Shelf
  • Categorization Positioning Matrix and Differentiating
  • Strategy Implementing a 90-Day Action Plan

Speakers

Boulard Thierry

Deputy Director of the INRA-URIH unit in Sophia Antipolis, Dr. Boulard is an Engineer and PhD in greenhouse climate characterization and modeling – summer climate control.

Research program leadership:

  • Coordinator and manager of the EcoSerre program focused on the sustainability of the greenhouse agro-system.
  • European CLOSYS program on recycling solutions in protected cultivation.
  • AIP Ecopath, responsible for the research program on "Climate management and control of phytosanitary risks in greenhouse tomato cultivation."

Supervision of theses (including 2 in Agadir):

  • Coupling of airflow transfers and the functioning of the plant canopy in greenhouses (Angers).
  • Study and modeling of the coupling of airflow and radiative transfers in fluid mechanics models of horticultural greenhouses (Agadir).
  • Study and modeling of the effect of insect screens on greenhouse ventilation. Thesis at the University of Agadir, Morocco (Agadir).
  • Collaborations with foreign organizations.
  • Modeling of natural ventilation and greenhouse climate (Morocco).
  • Airflow transfer models in greenhouses (Netherlands).

Thierry Boulard is the author of 100 publications, with the most recent including:

  • Bournet P-E., Boulard T., 2010. Effect of ventilator configuration on the distributed climate of greenhouses: a review of experimental and CFD studies. Computers & Electronics in Agriculture, in press.
  • T. Boulard, J.C. Roy, H. Fatnassi, A. Kichah, I-B. Lee, 2010. Computer Fluid Dynamics prediction of climate and fungal spore transfer in a rose greenhouse. Computers & Electronics in Agriculture, in press.
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Boulard Thierry

Corre Alain

Consultant and Trainer: Alain CORRE

  • Specialist in hydroponic tomato and strawberry cultivation
  • 15 years of experience as an advisor for members of the SAVEOL Group (France)
  • Co-manager of the consulting firm ANAHO

Main activities of ANAHO:

  • Cultivation monitoring
    • Climate management
    • Irrigation
    • Fertilization
    • Cropping calendar
  • Peripheral production topics
    • Variety selection
    • Planting
    • Substrate
    • Climate considerations
  • Training
  • Experimentation (variety trials, etc.)
  • Diversification (exploring new production opportunities in greenhouse systems)

Alain CORRE works as a consultant in Morocco.

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Corre Alain

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