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KHIN MAR CHO & DONALD TOBIAS Cornell University Cooperative Extension New York City

IAALD Africa Chapter Conference

21-23 May 2012 Johannesburg, South Africa

e-Agriculture for Improved Livehoods and Food Security!

Assessing the Requirements for Electronically Linking Farmers with Markets

Background, Goal and Objec3ves v  The MEAS project is funded by USAID through a collabora=ve grant to the

University of Illinois, Michigan State University and Cornell University

v  This project is under the auspices of Cornell University and based on the successful implementa=on of the MarketMaker program

v  Determine what marke=ng and distribu=ng issues could be addressed by

developing a SMS mobile device plaDorm for farmers, brokers, and agricultural extension specialists in three countries

v  Preliminary assessment of farmers’ marke=ng, distribu=on, and produc=on needs that can be addressed by the use of mobile phone device

Assessing the Requirements for Electronically Linking Farmers with Markets

USAID-MEAS: Action Research Project (Ethiopia, Rwanda, Bangladesh)

What’s MarketMaker? v  MarketMaker is a na=onal network of state Websites, currently available

in 23 states, connec=ng producers/farmers and processors with food distributors, retailers, consumers and others in the food supply chain.

v  MarketMaker is a comprehensive interac=ve database of food industry marke=ng and business data.

v  It’s one of the most extensive collec=ons of searchable food industry data in the United States (8000+ producers, 600,000+ food businesses).

v  A FREE web-‐based mapping resource that brings market intelligence to small and medium-‐sized producers.

v  Helps farmers and other food related enterprises connect with other members of the food supply chain.

v  Helps consumers find healthier, fresher and more flavorful locally grown food.

v  Educates users on food marke=ng and value-‐added agriculture marke=ng topics and regula=ons.

http://national.marketmaker.uiuc.edu

MEAS Project and Stakeholders Ethiopia, Rwanda, Bangladesh

v  Successfully conducted the project in Ethiopia, Rwanda, and Bangladesh in Summer 2011

v  Assisted by Agricultural University, Ministry of Agriculture, and NGOs in iden=fying rural farmers and food related businesses groups for the purpose of determining needs and desires related to marke=ng and distribu=on of food products

v  Conducted mee=ngs and Concept Mapping workshops with farmers, middlemen, representa=ves from food related businesses, representa=ves from private Agro enterprises, extension specialists, and faculty members

v  Par=cipants volunteered informa=on regarding issues that would improve marke=ng and distribu=on of products as well as technology features that would assist in marke=ng

Focuses and helps objec-fy the group planning process

Helps individuals think as a group... ...without losing their individuality

Helps groups to manage complexity... ...without trivializing or losing detail

A method that...

What is Concept Mapping?

“Concept mapping is a structured process, focused on a topic or construct of interest, involving input from multiple participants, that produces an interpretable pictorial view of their ideas and concepts and how these are interrelated. The process is participatory in that it is inherently a mixed methodology that integrates high-quality qualitative and quantitative techniques.”

Trochim, 1989

Definition of Concept Mapping

In about 4 hours of par=cipant =me a group can...

...Brainstorm a large set of issues...

•  innovations in way network is delivered •  (investigate) corporate/structural alignment •  assist in the development of non-traditional partnerships (Rehab with the

Medicine Community) •  expand investigation and knowledge of PSN'S/PSO's •  continue STHCS sponsored forums on public health issues (medicine

managed care forum) •  inventory assets of all participating agencies (providers, Venn Diagrams) •  access additional funds for telemedicine expansion •  better utilization of current technological bridge •  continued support by STHCS to member facilities •  expand and encourage utilization of interface programs to strengthen

the viability and to improve the health care delivery system (ie teleconference)

•  discussion with CCHN



managed care forum) •  inventory assets of all participating agencies (providers, Venn Diagrams) •  access additional funds for telemedicine expansion •  better utilization of current technological bridge •  continued support by STHCS to member facilities •  expand and encourage utilization of interface programs to strengthen the

viability and to improve the health care delivery system (ie teleconference) •  discussion with CCHN

Work quickly and effectively under

pressure 49

Organize the work when directions are

not specific. 39

Decide how to manage multiple

tasks. 20

Manage resources effectively. 4

sort

rate

brainstorm

organize

Management Financing

Regionalization

STHCS as model

Community & Consumer Views

Information Services Technology

…”map” the issues...

Financing STHCS as model

Technology

Management

Regionalization


Information Services

•  better utilization of current technological bridge (8) •  expand and encourage utilization of interface programs to strengthen

the viability and to improve the health care delivery system (ie teleconference) (10)

•  patient information system to be shared by all members (19) •  the STHCS will assess the status of all participant organization interface

technology development and needs (20) •  teleconference board meeting (21) •  development of interface technology (30) •  continued advancement of tech interface (44) •  assure 100% board member access to wide area network (46) •  utilize the televideo telecommunication, telemedicine to share resources/

strengths (50) •  establishment of a virtual network -- as an intranet originally and

eventually an internet solution (61)


Regionalization

Mission & Ideology








pressure 49


not specific. 39


tasks. 20


sort

rate

brainstorm

organize


Regionalization

STHCS as model



map

...prioritize the issues...

r = .72

4.23

3.55

4.4

3.56






pressure 49


not specific. 39


tasks. 20


sort

rate

brainstorm

organize


Regionalization

STHCS as model



map


Regionalization

Mission & Ideology


Information Services Technology prioritize

2.47 1.2 4.8 1.8

5

Importance

Feasibility

2.6 1

10 17 22 25

33 34 37

45 62

75 76

…and “drill back down” to details for priori=zing ac=on

Utility for Evaluation Concept map features

Needs Assessment

Measurement Development

Implementa3on Evalua3on

Outcome Evalua3on

Points Specific needs Specific Ques=ons Specific ac=vi=es Specific results

Clusters Categories of need

Measurement constructs

Program components

Outcome constructs

Point ra=ngs Importance of needs

Relevance of ques=ons to construct

Expected or observed implementa=on of ac=vi=es

Expected or observed outcomes

Cluster ra=ngs Importance of areas of need

Average relevance of construct

Expected or observed implementa=on of components

Expected or observed outcome constructs

Go-‐zones Target most important needs

Consistency on ques=on relevance

Target specific ac=vi=es and components to address

Match expected and observed outcomes

Concept Mapping Workshops Ethiopia, Rwanda, Bangladesh

Brainstorming Prompt

“I would be much beSer able to market and distribute my products if…”

Responded Statements Ethiopia (85)-‐50+ par3cipants Rwanda (90)-‐100+ par3cipants

Bangladesh (90)-‐100+ par3cipants

Point Map (ETHIOPIA)

1

2

3

4

5

6

7

8

9

10

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12

13

14

15

16

17

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19

20

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23 24

25

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28 29

30

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38 39

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43

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77 78

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84 85

Cluster Labeled Map

Producer/Market Linkage

Market Coordination

Agricultural Information

Market Analysis

Transportation

Increased Production

Capital

Mobile Phone & Agriculture

Training

Point Cluster Rating Map (Imp.)


Market Coordination

Agricultural Information

Market Analysis

Transportation


Capital


Training

Point Cluster Rating Map (Fesb.)


Market Coordination

Market Information

Market Analysis

Transportation


Capital


Training

Point Cluster Rating Map (Ethiopia)

Importance Feasibility

Point Cluster Rating Map (Rwanda)


Point Cluster Rating Map (Bangladesh)


Go-Zone: Mobile Phone & Agriculture (ETH)


3.793.27 4.592.59

3.95

Importance

Feas

ibil

ity

3.48 4

10

14

26

40

41

43

51

5461

66

77

79

84

r = -.03

4 Mobile phone marke=ng informa=on technology was slowly introduced into the market place

41 I can receive marke=ng messages on my cellular phone

79 Telecommunica=on industries encouraged the use of mobile phone marke=ng technology

84 Farmers’ use of mobile technology increased

43 Mobile phone usage costs were affordable for farmers

51 Mobile phone marke=ng informa=on was coordinated with exis=ng marke=ng informa=on resources

61 Mobile phone messages were simple and clear 66 Literacy levels of mobile informa=on were

appropriate 77 Farmers’ had access to mobile phone for

marke=ng informa=on

10 I can use my mobile phone with simplified text messaging system

26 Mobile phone marke=ng was introduced with only one or two popular commodi=es

40 Mobile phone marke=ng informa=on was tested in the areas around Addis Ababa

14 A mobile phone applica=on for marke=ng informa=on was inexpensive/free

54  Mobile phone for farmers were affordable

Go-Zone: Market Analysis (ETH)

Market Analysis

4.13.27 4.592.59

3.95

Importance

Feas

ibil

ity

3.48

2

8

12

20

2123

24

28

30

32

37

38

39

45

46

53

60

70

83

r = .51

2 I knew the current prices of different commodi=es

8 I knew the up-‐to-‐date agricultural commodi=es prices informa=on

20 I knew market informa=on 24 I know current market price informa=on 28 I knew when/where products are available 32 There was improvement in exis=ng sources of

marke=ng informa=on

30 I knew consumers preferences 38 Daily price fluctua=on informa=on was available

to everyone 46 Market informa=on was available to farmers

distant from urban centers 53 There was more market informa=on organized

by commodi=es 60 There was marke=ng informa=on by geographic

loca=ons 70  Farmers knew consumers’ preferences

37 I knew the different market loca=ons 45 I knew the urban market prices

12 I knew new marke=ng channels 21 I had access to business profiles 23 I had informa=on about smaller producers 39 Real =me market informa=on is accessible for

middlemen 83  Access to current informa=on about interna=onal

market was available

Go-Zone: Mobile Phone Technology (RWD)

1 There was a mobile phone based market informa=on system to access to urban markets

2 Literacy levels of mobile phone informa=on were appropriate

14 Mobile phones for farmers are affordable 27 There were improved system for delivering

important informa=on to farmers 38 I had the ability to recharge mobile phone 71 Farmers preference for local language instead of

French on mobile phone 73 I had a mobile phone with a user friendly system 75 I had mobile phone system that connected

buyers and sellers 90 There was a mobile phone text message system

with language easy to understand by Farmers

40 I had training for both purchasing and using mobile phone

57 Mobile phone marke=ng informa=on was coordinated with the exis=ng marke=ng informa=on resources

5 Farmers had geographically specific weather informa=on using mobile phone 31 I had short and simple informa=on about best prac=ces of crop technology on

my mobile 39 I had access to variety of mobile phones 69 There was training for small farmers who seldom use internet and mobile

phone 79 There was a web site available to create virtual buyer and seller connec=on 84 Telecommunica=on industries encourage the use of mobile phone marke=ng

technology 85 Mobile phone marke=ng was introduced ini=ally with only one or two popular

commodi=es

Mobile Phone Technology

4.043.47 4.852.44

4.03

Importance

Feas

ibil

ity

3.49

1

2

5

14

27

31

38

39

40

43

57

69

71

73

75

7984

85

90

r = .53

43 Mobile phone text messages were simple & clear

Go-Zone: Market Analysis (RWD)

15 I knew the consumers preferences 35 There were more market opportuni=es for rural

farmers 52 I knew consumer preferences I can get a higher

price 72 I knew current market informa=on 74 I knew what surplus exists that can be sold

rather than consumed locally 83 There was an opportunity for small scale

farmers to par=cipate in the market 88  I knew the different market loca=ons

81 I knew the current prices of different commodi=es

87 There were reliable suppliers

42 Farmers knew market loca=ons 61  I knew market informa=on

20 I had beker interac=on with traders and dealers 25 I had more informa=on about future market trends 34 I had the availability to do direct sale to market to increase

profits 44 I could iden=fy community with enough money to buy

products 55 I knew how to collaborate to take products to market:

trucking, marke=ng, etc. 82 Local economy is stronger I can get a beker price

Market Analysis

4.333.46 4.672.7

4.17

Importance

Feas

ibil

ity

3.67

15

20

25

34

35

42

44

52

55

61

72

74

8182

83

87

88

r = .69

Go-Zone: Mobile Phone & Agriculture (BGDH)

20 I could use mobile phone to inform the retailer before harves=ng my product

21 I could use mobile phone to communicate to the retailer before marke=ng my poultry

24 I could talk to different middlemen/retailers using mobile phone before fixing price of my product

26 I could use mobile phone to know the latest market price and availability of seasonal fruits

34 There was a mobile phone system that provide honest and accurate market informa=on

44 I had access to internet based market informa=on system in combina=on with mobile phone system

76  Mobile phone marke=ng technology was slowly introduced into the market place

28 More training and informa=on about ‘mobile marke=ng’ and or ‘internet marke=ng’ was available

X x x x x x x

13 I could receive more advice from a veterinary surgeon by using mobile phone

23 I received fair price through direct marke=ng in Mymensingh

33 There was internet facility to know accurate market informa=on

54 Government and NGO support for SMS and mobile device agricultural informa=on system existed


4.932.53 51.65

4.65

Importance

Feas

ibil

ity

4.25

13

2021

23

24

26

28

33

3444

54

76

r = .83

Go-Zone: Market Analysis (BGDH)

22 I could sell my vegetables and rice in local market directly

75 I knew the up-‐to-‐date agricultural commodi=es price informa=on

65 Small farmers had direct access to market 77 I knew the current prices of different

commodi=es 84 I knew the different market loca=ons 81 Retailers had direct access to farmers 25  I could buy fruits from different retailer market

directly

85 Daily price fluctua=on informa=on was available to everyone

89  There was marke=ng informa=on by geographic loca=ons

49  Current market and price informa=on at local and district levels was available

42 I had access to the same market informa=on that big merchants have

40 I had access to more informa=on about market changes in future direc=on

87 Wholesalers wishing to increase profits could contact farmers

90 I had more informa=on about expor=ng my products

Market Analysis

4.842.53 51.65

4.65

Importance

Feas

ibil

ity

4.03

2225

40

42

4965

75

77

8184

8587

89

90

r = .8

Conclusion

MOBILE TECHNOLOGY Mobile Phone & Agriculture

MARKET ANALYSIS & ACCESS Market Analysis Market Coordina8on Producer/Market Linkage

CONTEXTUAL ISSUES Training & Technology Agricultural Informa8on Increased Produc8on Capital Framer Awareness Government ini8a8ve Increased Capacity Sourcing Quality Products Seed & Pes8cide Regula8ons Climate and Weather Transporta8on

MB AMIS

Mobile Phone Based Agricultural Market Informa=on System (MBAMIS)

Conclusion The results of this study can be examined from three perspec=ves. u  First, there is a high degree of similarity in the features that farmers

consider most desirable. Issues of affordability, ease of use, language preferences, daily commodity prices at the market and weather informa=on are common desires.

u  Secondly, there are common issues around the type of market informa=on that farmer’s desire. While most want basic commodity prices at the market on a daily basis, there are addi=onal expecta=ons around market loca=on informa=on, ability to deal via cell phone with brokers and retail representa=ves as well as informa=on about product quality, consumer preferences, and contact informa=on.

u  Lastly, there are contextual issues; many farmers wanted to use technology as a means of organizing themselves into co-‐ops, and influence policy in regard to quality and price of storage, pes=cides, seeds and equipment.

Brainstorming Session

Focused On Sorting !

Serious About Rating !

Female Graduate Student translates for Women

Farmers

Sorting and Rating by Farmers, Traders, Middlemen, Retailers, Wholesalers, Extension

Specialists, and Faculty Members

Contact: Donald Tobias, Ph.D. ([email protected]) William Trochim, Ph.D. ([email protected]) Khin Mar Cho, Ph.D. ([email protected])

Resources:

•  Kane, M. and Trochim, W. (2007). Concept mapping for planning and evalua=on. Applied social research methods series. Volume 50, SAGE publica=ons.

•  Trochim, W. and Kane, M. (2005). Concept mapping: An introduc=on to structured conceptualiza=on in health care. Interna8onal Journal for Quality in Health Care, 17 (3), June 2005, 187-‐191.

•  Trochim, W. (1989). An introduc=on to concept mapping for planning and

evalua=on. Evalua8on and Program Planning, 12(1), 1-‐16.

More Information about Concept Mapping? www.conceptsystems.com

If you still have questions or want more Information, contact:

Khin Mar Cho, Ph.D. Donald Tobias, Ph.D.

Cornell University Cooperative Extension-‐NYC 212-‐340-‐2918 (t)/212-‐340-‐2908 (f) [email protected]/[email protected] http://nymarketmaker.cornell.edu

http://nyc.cce.cornell.edu

Thank You!

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