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May 04, 2020

Fresh milk in Bamako at Translait convenience kiosks

Fresh Produce
Mali

Bringing locally produced fresh milk closer to low-income consumers is the primary ambition of Translait. This brand new inclusive partnership of 2SCALE in Mali focusing on dairy products revolutionizes this sector day by day through local supply.

Mali is a large breeding country with more than 10 million cattle, 31 million goats and sheep, a dairy potential of nearly two billion liters, of which only 800 million can be exploited, according to data from the National Directorate of Production and animal industries (DNPIA). The FAO states that the need for milk consumption is 60 liters per person per year. While the average annual consumption of milk in Mali is still 44 liters per capita, according to the final evaluation report of the national strategy (March 2016, Mali) . Lack of access to this food product is one of the key factors of the low-consumption rate, that Translait aims to address.

It takes a whole value chain

Although the partnership is focused on distribution, the entire value chain is looked at. From the production to the processors, to resellers and the packaging, the cooperative has a clear understanding of the whole process, to ensure a healthy and quality product for the end-consumer. Opening of milk stations in the various municipalities of Bamako aims to bring milk closer to the reseller processors in order to facilitate distribution, but also to increase the level of sales. Diop Astan Coulibaly is a member of Translait and an owner of a milk station, located in the Faladié district of Bamako.

I sell an average of 2,388 liters per month, for a monthly turnover of 1,433,000 FCFA and a net profit of 238,800 FCFA. My sales products mainly consist of fresh pasteurized milk, fènè (fermented milk), ghee and yogurt. Thanks to this activity, I can support my family, and my status in my neighborhood has been strengthened: they call me the woman who sells good milk and I am proud of that.

A great cause for women

Like Astan, 180 reseller processors, of which 80% women, are involved in the value chain. Nowadays, kiosks represent the most important distribution network of Translait. A total of 48 operational kiosks are established right across the city of Bamako. Despite this, the current distribution network does not allow an optimal flow of milk because it is limited by several factors namely the competition from imported milk powder, poor use of marketing techniques, accessibility challenges and the weakness of distribution channels. In order to address these constraints, Translait requested the support of 2SCALE to improve its business model, marketing strategy, distribution channels, and also strengthen its local milk supply network.

During his recent visit to Mali, Adriaan de Jager, the Managing Director Agriculture at SNV, impressed by the dedication of these women, expressed his satisfaction:

You have an impressive business, especially considering that its made up of women only - and we strongly encourage you to go ahead. Your goal of improving the consumption of local milk is a great cause.

By 2023, Translait aims to sell at least 10,000 liters per day, and allow 15,000 low-income consumers to have access to quality milk at a lower cost, thereby increasing the income of 1,200 smallholder dairy farmers and generating more profits for the members of the cooperative.

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