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Promoting ICT use by the Rural Extension (sensitisation)& E-Marketing:

To Intervene, Educate and Change the attitude and marketing behavior for the Rural Extension and poorest rural farmers.

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EXPLAIN YOUR IDEA

To practice the use of ICTs for agricultural development in order to provide quick access to relevant knowledge and information that may improve agricultural productivity, reduce poverty and ensure food security in developing countries. The program will promote Agriculture extensions’ access, participation and rights in the use of ICTs to strengthen the capacities and better represent their community’s when negotiating input and output prices, land claims, resource rights and infrastructure projects. ICT enables rural extension to interact with other stakeholders, thus reducing social isolation. It widens the perspective of local communities in terms of national or global developments and opens up new business opportunities . A role is also played by ICT in making processes more efficient and transparent. Initially, the project will be sending a team of the agriculture extensions to the Vocational Training to attend the ICT training for the duration of 48 weeks. Based on the knowledge gained, the agriculture extensions will be designing a community website & introducing E-marketing program to the farmers for getting fair prices for their products and encourage more production through the cooperative based marketing system by focusing a marketing strategy. Awareness of up-to-date market information on prices for commodities, inputs and consumer trends can improve farmers’ livelihoods and have a dramatic impact on their negotiating position. (Agriculture Informati Centre)

WHO BENEFITS?

The direct beneficiaries are the agriculture rural extensions and poor rural farmers in seven villages at Mkambarani ward. Mkambarani ward located in Mikese division in Rural Morogoro District. In the north, composed of two villagers known as Mtego wa Simba and Fulwe village. In the south compose of the Kiziwa na Kiroka village. In the east were Kikundi and Mkuyuni village and in the west were Pangawe village. Indirect beneficiaries were the neighboring ward, sellers and vendors

WHERE WILL YOUR IDEA BE IMPLEMENTED?

My idea will be implemented at Mkambarani ward in Rural Morogoro, Morogoro region - Tanzania.

ARE YOU IMPLEMENTING IN AN ELIGIBLE COUNTRY?

  • Yes

EXPERTISE IN SECTOR

  • I’ve worked in a sector related to my idea for over a year

EXPERIENCE IN IMPLEMENTATION COUNTRY(IES)

  • Yes, for more than one year.

TELL US MORE ABOUT YOU!

I am Elly Nelson, Director of the Prosperity Community and Rural Development (PCRD) - NGO Reg. No: 00NGO/00007438. Our NGO based in Morogoro region - Tanzania. We are looking for a collaborator to facilitate several development programs in the rural and marginalised communities in Tanzania.

IS THIS IDEA NEW FOR YOU OR YOUR ORGANIZATION?

The idea have been developed through consultations with communities, rural extension and village governing in the months of June 2015– March 2016. The idea developed also based on NGO staff members’ many years of experience of working with communities and national development, piloting concepts, carrying out research and also originating from/living in the target areas. After joining the Amplify challenge we came to realized that, the idea is differ, we benefited with the knowledge on how to re-shaping and re-arranging the idea in a presentable manner in order to determine a positive result. A new approach on “Human Centered Design” and its aspects contribute changes not only in our organization but also to the beneficiaries and other stakeholders. The participatory aspects e.g. User Experience Map, to determine a Prototype and obtain a feedback from the beneficiaries made big changes in our modes of operandi and implementation of activities in our community programs. Our organization noticed that, the Extension systems are gradually moving away from the top down approach to one that encourages the interaction of many different stakeholder’s with farmers as equal partners.

HOW IS YOUR IDEA UNIQUE?

Based on the result on feasibility study, we came to realize that, the Rural Extension Officers, working in a remote rural area needs to be updated with the improvement of ICT and other recent changes. Most Rural extension is over-stretched to serve their areas. Majority of Rural Extension’s never heard about the use of ICT in promoting farming products, awareness of marketing strategies and much more. The unique advantages are: - Is a key to boosting agricultural trade and can play a vital role in improving the sharing of information and the linkages between the various actors in value chains. - It can radically transform smallholder farmers' access to critical and timely information. Approaches should aim to use a mix of these with a view to maintaining their sustainability at the end of the project life. - Improvement of extension services - will focus on providing knowledge, technical information and promote interactive learning processes and encourage innovation. Extension activities should look at facilitating interactive learning in a cost-effective way and involve the setting up of public-private partnerships with good documentation and sharing of lessons learn.

WHO WILL IMPLEMENT THIS IDEA?

In the context of delivering as one, a range of affiliated partners will be engaged to achieve the planned outputs. The PCRD- Leader, Implementer and Process for Planning, Budgeting, Monitoring and reporting. The Government– Learner, collaborator and supporter (provide land for the construction of Information Center and security) The Rural Extensions – Beneficiaries act as a link between farmers and other stakeholders The rural farmers –adopt the new technology inputs and implement program

HOW HAS YOUR IDEA CHANGED BECAUSE OF BENEFICIARY FEEDBACK?

The feedback received from the intended beneficiaries does not change the entire idea. Instead, more fruitful and reasonable inputs have been added which shows a snapshot for our future success. Beneficiary feedback shows a road map by looking where we are coming from, what and when are we going to get there by promoting the use of ICT in farming practice (marketing of the crop yields). The beneficiary feedback insists that, there is a need to spread the idea to the large part of the country. Through the establishment of Agriculture Information Center in the rural community will help to provide and receive the agriculture information to/fro the rural farmers and other stakeholders. In the center we are going to design a website which shows the update information of the agriculture activities, type of farming products and its prices and much more. Other social media eg. Twitter, Whats up, Linked, Instagram, Facebook and others will be applied and used in the center. The beneficiary feedback enable to re-shaping the idea and come out with better solution. However, the beneficiaries continuing test the response of the community towards the imposition of this idea for the future

WHAT ARE SOME OF YOUR UNANSWERED QUESTIONS ABOUT THIS IDEA?

Some of the unanswered questions about this idea : -How to formulate a policy framework that encourages pluralism, cooperation and competition in order to encourage extension that supports sustainable resource management, improved food and nutrition security outcomes as well as more efficient food production. -The predominant approach of agricultural extension and outreach programs in our countries is based on the assumption that knowledge is created by scientists, to be packaged and spread by extension and to be adopted by farmers and thus it is not tailored to farmers’ needs. Hence, farmers experience low crop yields, increased wastage, slowed down market efficiency and reduced income.

WHY DO YOU THINK THE PROBLEM YOUR IDEA SOLVES FOR HASN'T BEEN SOLVED YET?

The problem that my idea solves for hasn't been solved yet due to the following reasons: - Failure on part of our government to develop a clear policy and strategy for extension in a participatory manner, that is inclusive, context-specific and that contributes to national development goals, and the promotion of mechanisms that ensure sustainability and the provision of relevant and high-quality inter-linked services. (ICT) - Failure to promote and facilitate a continuous process of capacity building and learning as well as greater use of ICT and the media to be focused development and implementation of a participatory process for monitoring and evaluating extension and advisory services.

WHAT WOULD YOU ULTIMATELY LIKE TO ACHIEVE WITH THIS IDEA? WHAT IS YOUR NEXT STEP TO GET THERE?

Rural farmers in Tanzania to reach the self actualization stage, whereby the full potential, self-fulfillment, seeking personal growth , peak experiences and much more to be achieved. Our next step to get there is to continuing Intervene, Educate and Change the attitude and marketing behavior for the Rural Extension and poorest rural farmers by reinforcing the usage of ICT technology in farming and continuing assist the government on the re-formulation of the Agriculture policy in our country.

MEMBERS OF MY TEAM HAVE BEEN WORKING TOGETHER FOR:

  • More than a year

MY INTENDED BENEFICIARIES ARE:

  • Within 50 km of where our team does most of its work

MY ORGANIZATION'S OPERATING BUDGET FOR 2015 WAS:

  • Under $100,000

Information and communication technologies (ICTs) are widely acknowledged as effective means of sharing knowledge and information and thus contributing to socio-economic growth, especially in rural areas of developing countries. Agriculture is the leading sector of the economy in most developing countries, and thus it is essential for socio-economic growth because most of the rural poor depend on agriculture for their livelihoods. In Tanzania, agriculture is the base for economic growth as it is a major source of the country’s food security, employs 70% of the work force, accounts for more than 25.7% of gross domestic product (GDP), and provides 30.9% of exports.

ICT interventions can increase quick access to relevant information and knowledge which may lead to agricultural growth in developing countries, especially in the rural areas. Quick access to relevant knowledge and information can enable smallholder farmers to make informed decisions regarding their agricultural production activities, marketing of their agricultural produce for better profits, and benefiting from health and disease prevention advice.  Agricultural sector is significant for socio-economic growth because most of the rural poor in developing countries depend on agriculture. For instance, Tanzanian agriculture is dominated by smallholder farmers (approximately 85% of the arable land) who cultivate an average farm size of between 0.2 and 2.0 hectares and keep an average of 50 head of cattle.

However, small-scale farmers are deprived from accessing information on current and local market prices or timely need based information (advisory or time tested) which can enable them to decide in harvesting the crops. The predominant approach of agricultural extension and outreach programs in developing countries, is based on the assumption that knowledge is created by scientists, to be packaged and spread by extension and to be adopted by farmers, and thus it is not tailored to farmers’ needs. Hence, farmers experience low crop yields, increased wastage (unwanted and ill-advised inputs), slowed down market efficiency, and reduced income.

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Attachments (7)

Determine what to Prototype.pdf

A brilliant exercise held on Friday 20th of May, 2016

User Experience Map completed form.pdf

The User Experience Map- The completed work was done during the brainstorming meeting with the Rural Extension held on Thursday 19th of May, 2016.

Feedback form 2.pdf

Beneficiary feedback - (Sample form 2) - "Test your Prototype and get feedback"

Feedback form 1.pdf

Beneficiary feedback (Sample form 1) - "Test your Prototype and get feedback"

Feedback Test Summary.docx

A summary of translation from the feedback received during the beneficiaries meeting held in the village community on Thursday 19th of May, 2016

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