Sunday, 28 August 2011

Living With Tigers, Crabbie's & Toffees, Ginger Radler & Diversification

Tigers are popular and likeable creatures. Likeable, that is, to people who don't live and work in the same environment as the tigers. The difficulties in living alongside the tiger have come to the fore in Bandipur National Park (BNP) in southern Karnataka, India. The Deccan Herald reported that the Special Tiger Protection Force (STPF) has been brought in to combat the increasing incidents of tiger poaching. Unfortunately, some cases of poaching have allegedly involved ginger farmers who are unwilling or unable to share the BNP (a Project Tiger reserve) with the indigenous tiger.

The Austrian newspaper Kleine Zeitung ran an article about the increasing popularity of radlers. A radler is a beer-based mixed drink and is typically 50% beer and 50% German-style lemonade. A little bit like a shandy if you are outside of central Europe. The paper said that sales volume, in Austria I assume, has tripled over the past two years. Manufacturers are now considering extending the range of flavours to include herbs, grapefruit and, naturally, ginger. I've tried the traditional lemonade and quite enjoyed it. I suspect the ginger variant will be more like a ginger beer shandy than a ginger-spiced beer.

The Crabbie's team at Halewood International have been at it again. There is never a month which goes by without at least one announcement about a new product or another sponsorship deal or a new advertising campaign with Camilla and George. Just a fortnight after they announced the impending launch of a stronger version of their iconic alcoholic ginger beer they sign a deal to become the official ginger beer of Everton Football Club. The deal is only natural given that both parties share the same home county of Merseyside. For any marketing students out there, forget your textbooks. Just follow Crabbie's and watch a real life masterclass in how to promote a brand.

Pakistan Today made a compelling case for agricultural diversification as the answer to the problem of improving the lot of farmers. One view of diversification advocates the use of secondary crops to generate an additional or replacement income to that provided by the main crops. It is advised that secondary crops are selected on the basis of current market needs and conditions. Using that criteria. ginger fits the bill perfectly as demand is increasing worldwide. In addition, we have already seen ginger used as an intercrop elsewhere and we know that intercropping is a form of secondary crop management.

I've just read that Ginger Island is up for sale. It's an uninhabited national park in the British Virgin Islands. I don't know where its name comes from but I do know that it is on the market for $20 million. I think that I'll give it a miss.

We haven't had any responses yet to last week's request for help with Old English Ginger Wine from Rock & Rye Sales. It does seem to be very difficult but persevere please.

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