How to find and keep customers
Examples of different types of
Examples of foods
retail or food service
From own ‘factory Men or women
Service (or ‘custom’)
Children and young
Cereal flours or cooking oils
Rural, peri-urban or
Kiosks or street
Wealthy or less wealthy
Confectionery, dried fruits, roasted
nuts, sandwiches, bread and other
People interested in
Cooking oil, bakery products, milk,
‘fast food’ outlets,
take-aways or bars
People with special
butter, cheese, chilled or frozen
meat products, bulk jams or sauces,
alcoholic and non-alcoholic drinks.
Portions of butter or jam, packaged
Office or factory workers juices or other drinks, bulk cooking
ingredients and chilled fresh foods.
Cooking oils, chilled meats or fish
Regional or national
Bulk cereal flours, cooking oils,
dried or chilled fruits or vegetables,
chilled or frozen meat and fish.
Local or central
Other food businesses
Bulk dairy products, honey, syrups
or jam for bakeries.
Table 1: Examples of market sectors, types of consumer and foods (Note: export markets are
Types of markets
One of the first steps is to identify as precisely as possible what are the likely (or ‘target’)
market segments for a product - or more simply, who do processors expect to buy their food.
The types of questions that processors should ask when identifying suitable buyers are shown
in Table 2.