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
• 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
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
Community & Consumer Views
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)
Management Financing
Regionalization
Mission & Ideology
Community & Consumer Views
Information Services Technology
• 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
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
...prioritize the issues...
r = .72
4.23
3.55
4.4
3.56
• 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
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
Management Financing
Regionalization
Mission & Ideology
Community & Consumer Views
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
11
12
13
14
15
16
17
18
19
20
21
22
23 24
25
26
27
28 29
30
31
32
33
34
35
36
37
38 39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77 78
79
80
81
82
83
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.)
Producer/Market Linkage
Market Coordination
Agricultural Information
Market Analysis
Transportation
Increased Production
Capital
Mobile Phone & Agriculture
Training
Point Cluster Rating Map (Fesb.)
Producer/Market Linkage
Market Coordination
Market Information
Market Analysis
Transportation
Increased Production
Capital
Mobile Phone & Agriculture
Training
Point Cluster Rating Map (Ethiopia)
Importance Feasibility
Point Cluster Rating Map (Rwanda)
Importance Feasibility
Point Cluster Rating Map (Bangladesh)
Importance Feasibility
Go-Zone: Mobile Phone & Agriculture (ETH)
Mobile Phone & Agriculture
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
Mobile Phone & Agriculture
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!
Food Industry MarketMaker http://national.marketmaker.uiuc.edu
Na3onal MarketMaker: 23 States Live 8000+ Producers 600,000+ Food Businesses New York MarketMaker: 2000+ Producers 85,000 Food Businesses 150,000 Hits a month
hSp://nymarketmaker.cornell.edu
MarketMaker Mobile
ny.foodsearcher.com
Find farmers, fisheries, and other food industry businesses near you!
New York MarketMaker: u 2000+ Producers u 85,000 Food Businesses u 150,000 Hits a month
Agritourism Buyers
Ea=ng & Drinking Places Farmers/Producers Farmers Markets
Fishery Food Retailers Processors Wholesalers Wineries
Farmers/ Producers
Dairy Fruits & Nuts
Grains Herbs
Meat & Poultry Specialty Products
Vegetables
Who Register with MarketMaker?
v FREE Registra=on v Locate processors, retailers, restaurants, farmers markets …
any food-‐related business in New York state! v Iden=fy markets by demographics. v Access profiles of target markets. v Easily research, locate and map new markets. v Map the highest concentra=ons of consumers by product. v Post Ads of available or needed food products at the
MarketPlace (Buy & Sell Forum).
How MarketMaker can work for FARMERS/PRODUCERS!
How MarketMaker can work for BUYERS!
v FREE Registra=on v Access farmers’ business profiles v Locate farm fresh products v Locate and map any food-‐related business v Post ads of needed food products at the
MarketPlace (Buy & Sell Forum)
Are you a farmer looking for a niche market!
http://nymarketmaker.cornell.edu
Top Related