Using ICT for fish marketingThe EFMIS model in Kenya

SMS5565SMS5565

R.O Abila, W. Ojwang, A. Othina, C. Lwenya, R. Oketch, R. OkeyoKenya Marine & Fisheries Research Institute

SupportingInstitutions

Host institution

Initial pilot on L. Victoria

Up-scaled phase to all Kenya fisheries

Study on viability of ICT in fisheries

Presentation outline•Background•Project objectives•Implementation arrangements•System design•Achievements•Challenges• Sustainability• Future prospects

•Background•Project objectives•Implementation arrangements•System design•Achievements•Challenges• Sustainability• Future prospects

BackgroundFisheries in Kenya's economy GDP, incomes, food, employment, foreign exchange Total production = 150,000 MT Value of landed fish = USD 125 Million Exports value = USD 60 Million 70,000 fishers; 500,000 fish traders & related activities

7 fish processing firms; Many cooperatives

Lake Victoria (Kenya) 90% of fish production

95% of fish export

Fisheries in Kenya's economy GDP, incomes, food, employment, foreign exchange Total production = 150,000 MT Value of landed fish = USD 125 Million Exports value = USD 60 Million 70,000 fishers; 500,000 fish traders & related activities

7 fish processing firms; Many cooperatives

Lake Victoria (Kenya) 90% of fish production

95% of fish export

Local National Regional (EAC states; S.

Sudan) International - (To EU,

Middle East, Asia etc.)

Scope of fish trade

Local National Regional (EAC states; S.

Sudan) International - (To EU,

Middle East, Asia etc.)

Key Marketing issues

•Deficiency in market information & trends•High price disparities between landing sites/ markets•Price margins for middlemen•Post-harvest losses•High marketing costs•Low income to fishers and traders

•Deficiency in market information & trends•High price disparities between landing sites/ markets•Price margins for middlemen•Post-harvest losses•High marketing costs•Low income to fishers and traders

Objective of EFMIS(Enhanced Fish Market Information Service)

To enhance fish trade and incomesthrough easy, cheap and faster access tomarket information

To enhance fish trade and incomesthrough easy, cheap and faster access tomarket information

Expected impacts/ benefitsContribute to;•Enhanced trade and incomes through;

•Improved pricing system and prices•Reduction in post-harvest losses•Reduction in marketing costs•Greater awareness of market trends

Contribute to;•Enhanced trade and incomes through;

•Improved pricing system and prices•Reduction in post-harvest losses•Reduction in marketing costs•Greater awareness of market trends

KMFRI -EFMIS

INSTITUTIONAL ARRANGEMENT

BENEFICIARIESBMUs (Fishers, traders, processors)Cooperative organizationsFish farmersFish consumers

KMFRI -EFMIS

System design

Cell net

Serviceprovider

Cell net

Fishing gearsuppliers

Key Features A system for generating fish market informationfrom 180 landing sites, markets, input suppliers

A Data Centre at KMFRI - synthesis and packaging

Access by SMS short code 5565; Automated rapidresponse (< 10 secs).

Accessible 24 hrs; from anywhere in Kenya

Dissemination also by internet, radio, newspapers

A system for generating fish market informationfrom 180 landing sites, markets, input suppliers

A Data Centre at KMFRI - synthesis and packaging

Access by SMS short code 5565; Automated rapidresponse (< 10 secs).

Accessible 24 hrs; from anywhere in Kenya

Dissemination also by internet, radio, newspapers

DATA TYPES

Frequency of data input: Daily Fish prices at Landing sites, markets Fish Quantity at landing sites, markets No. of fish trucks at landing sites Basic weather information

Send: MARKET NAME to 5565.Response within seconds

• e.g. Mbuta; 120Ksh; 30kgs; Dry weather; 4pm

DATA TYPES

Frequency of data input: Daily Fish prices at Landing sites, markets Fish Quantity at landing sites, markets No. of fish trucks at landing sites Basic weather information

Send: MARKET NAME to 5565.Response within seconds

• e.g. Mbuta; 120Ksh; 30kgs; Dry weather; 4pm

DATA TYPES

Frequency of data input: Daily Fish prices at Landing sites, markets Fish Quantity at landing sites, markets No. of fish trucks at landing sites Basic weather information

Send: MARKET NAME to 5565.Response within seconds

• e.g. Mbuta; 120Ksh; 30kgs; Dry weather; 4pm

DATA TYPES

Frequency of data input: Daily Fish prices at Landing sites, markets Fish Quantity at landing sites, markets No. of fish trucks at landing sites Basic weather information

Send: MARKET NAME to 5565.Response within seconds

• e.g. Mbuta; 120Ksh; 30kgs; Dry weather; 4pm

TILAPIATILAPIA

NILE PERCH

DAGAA

Documented standard proceduresTrained data collectors and entry staffManual data verification and inputInternal Quality Monitoring teamExternal monitoring and evaluation

Documented standard proceduresTrained data collectors and entry staffManual data verification and inputInternal Quality Monitoring teamExternal monitoring and evaluation

Achievements

A total of 180 landing sites involved 150 Lake Victoria10 Lake Turkana10 Marine fisheries10 Lake Naivasha

40 markets About 50,000 SMS received 1,000 receive monthly bulletins

Achievements

A total of 180 landing sites involved 150 Lake Victoria10 Lake Turkana10 Marine fisheries10 Lake Naivasha

40 markets About 50,000 SMS received 1,000 receive monthly bulletins

Monthly Fish Market Information BulletinsMonthly Fish Market Information Bulletins

MONTHLY PRICE TREND

0

50

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150

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250Jul-09

Aug-09

Sep-09

Oct-09

Nov-09

Dec-09

Jan-10

Feb-10

Mar-10

Apr-10

May-10

Jun-10

Jul-10

Aug-10

Sep-10

Oct-10

Nov-10

Dec-10

Jan-11

Feb-11

Mar-11

Nile perch Tilapia Dagaa

Nile perch Tilapia Dagaa

Jul-09 135 107 60

Sep-09 145 126 72

Nov-09 150 121 76

Jan-10 153 128 72

Mar-10 162 136 75

May-10 146 138 105

Jul-10 160 145 105

Nile perch Tilapia Dagaa25% 91% 137%

0

50

100

150

200

250Jul-09

Aug-09

Sep-09

Oct-09

Nov-09

Dec-09

Jan-10

Feb-10

Mar-10

Apr-10

May-10

Jun-10

Jul-10

Aug-10

Sep-10

Oct-10

Nov-10

Dec-10

Jan-11

Feb-11

Mar-11

Nile perch Tilapia Dagaa

Jul-10 160 145 105

Sep-10 170 152 108

Nov-10 160 161 117

Jan-11 153 180 121

Mar-11 169 204 142

Communication and outreach

Media and Publicity

Incentives for BMUs (fishers)Provide low cost mobile phonesProvide air time credit every month support BMUs to events organized by the projectTrain selected BMUs for project data collectionProvide publicity materials e.g. T-shirts, posters,

brochuresShare revenue generated by the project with

BMUs.Attract other organizations to enhance business

capacity of the fishing community.

Provide low cost mobile phonesProvide air time credit every month support BMUs to events organized by the projectTrain selected BMUs for project data collectionProvide publicity materials e.g. T-shirts, posters,

brochuresShare revenue generated by the project with

BMUs.Attract other organizations to enhance business

capacity of the fishing community.

Meeting information needs of differentstakeholders (Fishers, fish traders, farmers)Non-cooperation of some key playersPublicity & awareness creationMaintaining contribution of BMUs Dealing with highly diverse productsLack of clear standards on quality & pricing Sustaining the system

Meeting information needs of differentstakeholders (Fishers, fish traders, farmers)Non-cooperation of some key playersPublicity & awareness creationMaintaining contribution of BMUs Dealing with highly diverse productsLack of clear standards on quality & pricing Sustaining the system

Sustainability

• Minimal user charger fee•Institutional ownership•BMUs play a bigger role•Private sector support•Incorporate business ideas

• Minimal user charger fee•Institutional ownership•BMUs play a bigger role•Private sector support•Incorporate business ideas

RelevanceHigh demand for information servicesPublic interest nationally, regionallyWithin policy framework e.g. NFP, EACIn line with current development trendsCan incorporate new business ideas

RelevanceHigh demand for information servicesPublic interest nationally, regionallyWithin policy framework e.g. NFP, EACIn line with current development trendsCan incorporate new business ideas

What is the future? A lot of interest nationally, regionally andgloballyMore information packages

Aquaculture

Fishing inputs

Scientific data e.g. SMARTFISH

Up-scaling and adapt for•East Africa & COMESA

A lot of interest nationally, regionally andgloballyMore information packages

Aquaculture

Fishing inputs

Scientific data e.g. SMARTFISH

Up-scaling and adapt for•East Africa & COMESA

•KMFRI

•ILO

• EU

•NCST

Thanks! Asante sana

•KMFRI

•ILO

• EU

•NCST