Competitiveness benchmarking and positioning of Malawi’s macadamia and mango exports

Contracted by Adam Smith International, Globally Cool was part of the Malawi Value Chains (MVC) Project, a key initiative within the Malawi Trade and Investment Programme (MTIP) funded by FCDO. This project focused on enhancing the macadamia and mango value chains in Malawi, aiming to improve productivity, quality, and export competitiveness.

We implemented a mixed-methods approach, combining quantitative trade data analysis with qualitative insights from stakeholder consultations and competitor analysis. The findings informed actionable recommendations to strengthen Malawi’s position in global markets, ensuring sustainable growth and economic resilience.

Activities

• Conducting benchmarking analysis of Malawi’s macadamia and mango industries: The study compares Malawi’s performance against key regional competitors, including South Africa and Kenya, to assess production efficiency, market trends, and trade performance in various export markets such as the EU, Japan, and the Middle East.
• Developing data collection plan for quantitative and qualitative research: Data was gathered from various sources, including government reports, trade statistics, and industry publications. The data focused on factors like farm size, yields, labour costs, and production volumes for macadamia and mango production.
• Facilitating stakeholder consultations and expert interviews: Interviews were held with industry experts, exporters, and buyers from key markets to gather qualitative insights and recommendations. Key stakeholders included industry associations from South Africa, Kenya, and Burkina Faso, as well as international buyers from the Middle East and the EU.
• Enhancing knowledge of export competitiveness and market intelligence: A comprehensive analysis was conducted, comparing Malawi’s mango and macadamia industries to South Africa and Kenya in terms of infrastructure, trade preferences, and best practices. This provided a clear understanding of Malawi’s strengths and areas for improvement.
• Updating strategic recommendations for market positioning: Based on the research findings, Globally Cool developed recommendations to strengthen Malawi’s competitive edge in the global export market, particularly in the macadamia and mango sectors.