In 2006, Jiffy tapped into the African market and has since been successfully selling their growing solutions to African customers. In doing so, Ganga knows what is important for effective market penetration on the continent: “In Africa, unlike in certain developed markets, the investment into a new product is critical. It has to be viable and make sense to the growers from the very beginning why they should pay more for a new product.” Despite having local potting media available at a cheaper price, Jiffy is eager to prove the added value of their own, more expensive products.
By running trials with traditional media and Jiffy substrates side by side on the growers’ premises, the Jiffy partner in the market demonstrates to the grower improved plant resilience, plant uniformity, and up to 30% less growing time from seed, cutting or seedling until the young plant is ready for sale. Once customers start looking at the entire life cycle of the plant and the growing process instead of focusing on the price of the growing solution, the cost advantages become obvious, and a new customer has been won.
The demand for plant resilience, plant uniformity, cutting down on planting time, saving on water & fertiliser is needed across the continent and Jiffy is able to meet these requirements. While tailor-made Jiffy substrate mixes are advantageous for horticulture practices in North and West Africa, Kenya and Tanzania prefer to import the Jiffy 7 C Pellet solution for the cultivation of roses and tissue culture banana plantlets in East Africa. Top Jiffy products sold in Southern Africa represent the Jiffy Forestry Pellet :60 x 120mm Jiffy coco pellet for the cultivation of macadamia & pecan nuts, as well as Jiffy Preforma box plugs for the most sensitive crops in the southern African market.