bli I f d N t iti Ch i d
Photo credit: iDE/ Allison Joyce
Enabling Informed Nutrition Choices and Greater Access to Nutritious Foods through
a Participatory Market Chain Approacha Participatory Market Chain Approach
World Bank, Washington, 8 November, 2013
International Development EnterprisesInternational Development Enterprises
Mission to create income andlivelihood opportunities for poorrural households
• Founded in 1982
• iDE currently operates 12country programs in Asia, Africa, and Latin America
rural households.
iDE is focusing on:- Product design and innovation
• Delivered more than 250 projects in market and private sector developed valued at over $150 million in over 20 countries - Product design and innovation
- Technology commercialization- Market systems development
in over 20 countries worldwide
• Funding from more than 90 donors, including USAID, the Bill and Melinda Gates
Working in agriculture, water and sanitation, access to finance (A2F), and energy and environment.
Bill and Melinda Gates Foundation, DFID, CIDA, and the World Bank
• Recipient of over 10 international development and energy and environment.and design awards since 2004
• Employs over 500 staff worldwide
Funded through the EU Technology Transfer for Food Security in Asia (TTFSA) Program, ANEP seeks to improve the food security and nutrition of poor and vulnerable households through:• Improving livelihoods through increasing farm productivity;p g g g p y• Improving nutrition through better access to nutritious foods; and, • Making the benefits last through sustainable market linkages.
This project is funded byThe European Union
Photo credit: iDE
• 935 million people in the world still suffer from hunger, most of them in Asia – where more than 70 % of malnourished children live• Vulnerable groups such as the poor, especially children, in isolated g p p yrural communities and urban slums suffer most• Food security is about availability, access, use and stability
This project is funded byThe European Union
Photo credit: iDE
• Some of the lowest indicators of nutrition and health in Asia - 45% stunting in Bangladeshi childreng g• Smallholders in Bangladesh need access to improved agricultural technologies and markets • In the case of vulnerable communities the private sector has notIn the case of vulnerable communities the private sector has not established adequate input supply and output marketing systems, resulting in low productivity and reduced market opportunities
This project is funded byThe European Union
Photo credit: Geology.com, 2006
• Bringing world-class research in d t h l iagronomy and agro-technologies
from the international centres• Deploying nutrition education techniques already established through USAID Nobo JibonProgram (Paris Declaration)g ( )• Implementing by building the capacity of local organizations• Ensuring greater efficiencyEnsuring greater efficiency, effectiveness and sustainability through the market-development approachapproach
This project is funded byThe European Union
Photo credit: iDE/ David Graham
• Riverine area of southern Bangladesh• 3 upazillas of Barisal Divisionp• Rural - low lying land and chars (islands) in the lower Megna river• Urban – peri-urban areas of BarisalUrban peri urban areas of Barisal City (500,000 approx).• The ANEP in Bangladesh is seeking to reach 5 000 rural and 5 000 urbanto reach 5,000 rural and 5,000 urban HHs directly and 30,000 through VCs
This project is funded byThe European Union
Photo credit: iDE
How do we complement effective use with sustainable
availability and access...?
This project is funded byThe European Union
Photo credit: iDE/ David Graham
Developed by DFID to facilitate coordination of value-chain actors for
t ith llh ldsectors with smallholders.
Aims to improve the market access ofmarket access ofsmall-scale farmers by generating collaborationamongst market chain amongst market chain actors.
Builds upon existing Builds upon existing capital: - Natural- InfrastructureInfrastructure- Financial - Human, and, - Social Adapted from: Bernet T Thiele G and Zschocke T 2006 Participatory Market Chain Approach (PMCA) – User Guide
This project is funded byThe European Union
Adapted from: Bernet T., Thiele G. and Zschocke T., 2006. Participatory Market Chain Approach (PMCA) – User Guide. International Potato Center (CIP) – Papa Andina, Lima, Peru.
Understands that competitiveness is dynamic and continuous adjustments are needed to sustain it.
Those involved need to constantly identify and take d t f k t t itiadvantage of new market opportunities
Adapted from: Bernet T Thiele G and Zschocke T 2006 Participatory Market Chain Approach (PMCA) – User Guide
This project is funded byThe European Union
Adapted from: Bernet T., Thiele G. and Zschocke T., 2006. Participatory Market Chain Approach (PMCA) – User Guide. International Potato Center (CIP) – Papa Andina, Lima, Peru.
Market Chain Actors
Development Partner
Mobilizes stakeholders in subsector thematic groups that
provide coordination and joint provide coordination and joint management of activities.
Generic three phase process and p pstrong focus on market demand
and trust building.
Idea is to stimulate innovations amongst groups based upon
shared ideas, trust, and incentives.
Adapted from: Bernet T Thiele G and Zschocke T 2006 Participatory Market Chain Approach (PMCA) – User Guide
This project is funded byThe European Union
Adapted from: Bernet T., Thiele G. and Zschocke T., 2006. Participatory Market Chain Approach (PMCA) – User Guide. International Potato Center (CIP) – Papa Andina, Lima, Peru.
How is PMCA applied in ANEP toHow is PMCA applied in ANEP to support improved nutrition...?
This project is funded byThe European Union
Photo credit: iDE/ Allison Joyce
Rural Producer Households
Social mobilizationSocial mobilization
Technology transfer through PSAs in:- Aquaculture- Field crops
Nutrition Education for households with:- Pregnant women- Lactating mothers
ANEP ANEP Private Sector
Field crops- Vegetable
Lactating mothers- Children under 5
Nutrition ProductionActors (PSAs)
Nutrition Education for: Creating and developing Nutrition Education for:- Pregnant women- Lactating mothers- Children under 5- Adolescent Girls
Creating and developing sustainable market linkages for both rural producers and urban consumers and the development of grass roots institutions
Urban H h ld
- Adolescent Girls of grass-roots institutions.
HouseholdsSocial mobilization
Behaviour Change Communication as Demand Creation for nutritious foods
This project is funded byThe European Union
Photo credit: iDE
Key Messages
Basic nutrition practices (h lth h lth f d (healthy vs unhealthy food choices, food preparation)
Infant feeding practices g p(amount, frequency, and consistency of complimentary feedings)
Hygiene and disease information (6 critical ti t h h d t )times to wash hands etc)
Demand (Urban)
Supply(Rural)
Low income
ruralconsumers
NE
Rural
NE
Mobile
Low income urban Produc
ersTradersurban
consumers
Nutrition Education (NE) sessions improve nutrition by encouraging the consumption ofnutrition by encouraging the consumption of nutritious foods and improving knowledge of basic nutrition practices, infant feeding practices and hygiene. Women associated with each urban or rural group receive 12 sessions over 3 months using the Participatory Action Learning (PAL) approach where the group learns a nutrition practice and thengroup learns a nutrition practice and then applies it in action through activities such as cooking demonstrations.
Generating Availability through g y gParticipatory Production &
Sales Planning Linkagesg g
This project is funded byThe European Union
Photo credit: iDE
Demand (Urban)
Supply(Rural)
Low income
ruralconsumers
NE
Rural
NE
Mobile
Low income urban Produc
ersTradersurban
consumers
PSPM
IMAs/ LSPs
P id f d ti it
LSPs
Providers of productivity-enhancing services- Technology (bed-planting, tilling, sowing, fertilizer
Who are the rural stakeholders...?
LSPs tilling, sowing, fertilizer application etc)- Agro-veterinary/agronomicadvisory services
Fi i l i id
Local existing
- Financial service providers
PSPM Buyers of harvest
retailers of improved inputs
Rural Produc
ersOMAsIMAs IMAs OMAs
LSPs
Collaborative development of Production and Sales Plans
PSPs provide information on constraints for particular
(PSPs), informed by demand-side information from OMAs
constraints for particular production strategies, informs
further programming requirements from ANEPrequirements from ANEP
PSPM
Rural Produc
ersIMAs OMAs
LSPs
Maximizing Availability through g y gGrassroots Aggregation
Institutions
This project is funded byThe European Union
Photo credit: iDE
Demand (Urban)
Supply(Rural)
Low income
ruralconsumers
NE
CPMCCP
NE
Low income urban Mobile Rural urban consumers
Traders Producers
PSPM
SPs
LSPsLSPs
CP
CPMC OMAsIMAs IMAs OMAs
LSPsRural
Producers
Collection Points act as supply-side hubs through which PSPMs
Collection Point Management Committees (CPMCs) coordinate g
can be coordinated and linkages between actors strengthened, particularly with lead firms
Committees (CPMCs) coordinate CP functions and liase with lead
firms and larger buyers
CP
CPMCIMAs OMAs
LSPsRural
Producers
Demand (Urban)
Supply(Rural)
Low income
ruralconsumers
NE
CPMCCP
NE
Low income urban Mobile Rural urban consumers
Traders Producers
PSPM
SPs
Is it working ?Is it working...?
• 82% of vegetable farmers attend the PSPMs, of which 88% are practicing off season production (compared to nil in the baseline). Productivity in key crops
h h i d (bitt d 28% b ttl d 34% d t d 40%such has increased (bitter gourd 28%, bottle gourd 34%, and sweet gourd 40% per dec). Incomes have increased by BDT 8,850 (€88) above the baseline for 82% of vegetable farmers. This represents an average 8% income increase in family income from baseline (BL).income from baseline (BL).
• Local service providers (LSPs) are reaching additional value chain households (VCHHs) with technologies through value chains. In Aquaculture for example, 58% of local feed and fertilizer LSPs are increasing theirfor example, 58% of local feed and fertilizer LSPs are increasing their customer base by 50%, and local fingerling traders have increased their customer base by 11%.
(MRM d t Q5 7)(MRM data, Q5-7)
This project is funded byThe European Union
Photo credit: iDE
Improving Access through rural-urban linkages to enable greater access to nutritious foods
This project is funded byThe European Union
Photo credit: iDE
Demand (Urban)
Supply(Rural)
Low income
ruralconsumers
NE
CPMCCP
NE
Low income urban Mobile Rural urban consumers
Traders Producers
FM
PSPM
SPs
Who are the urban stakeholders...?
Local Govt.
Market/land
owners
FM Local Imams Imams
andLocal
politiciFM
Low
politicians
and comm. leaders
and comm. leaders
politicians
income urban consumers
Mobile Traders
Local Govt.
Market land
owner
’
Entertainments which attract urban consumers to whom the
Pushti-mela or Farmers’ markets... Point of Sale with ‘healthy’ messages for mobile traders to
promote nutritious foodsurban consumers to whom the farmers and mobile traders can sell fresh produce
FMImams
andLocal
politiciFMand comm. leaders
politicians
Low income urban consumers
Mobile Traders
Local Govt.
Market land
ownerEntertainment choices to reinforce nutrition messages from the NE sessions
Is it working ?Is it working...?
- More nutritious vegetables and fish are being bought by urbanconsumers. 54% of treatment group are buying 2-3 nutritious foodscompared to 17% of control group (2 foods only), (7 day recall data).- The number of customers has doubled for treatment mobile traders(100% increase) compared to 18% for control. The volume of business/sales increased by 55% amongst treatment LSPs, compared to 18% in
t lcontrol group.- 63% of the treatment group are feeding nutritious foods (small fishwith bones, eggs, chicken) to 7-59 months children, compared to 29%control group (24 hour recall)control group (24 hour recall).
(MRM Data Q6-7)
This project is funded byThe European Union
Photo credit: iDE/ Allison Joyce
B t ill it l t?But will it last?
This project is funded byThe European Union
Photo credit: iDE/ David Graham
Demand (Urban)
Supply(Rural)
Low income
ruralconsu
CPMCCP
mers
NE
Low income urban Mobile Rural
NE
urban consumers
Traders Producers
FM
MMC FBA PSPM
SPs
CMarket Chain Actors
Development Partner Formation of a market
management committee (MMC) to institutionalize (MMC) to institutionalize
the function
Need to develop the governance and financial
mechanisms to deliver new innovations which
work for the urban community
For this we need to focus on the business model of
th MMCthe MMC
This project is funded byThe European Union
Business Model: Establishment of Market Management Committee (MMC)
$Aggregation/
$Rural
ProductiMobile Traders
Low income urban
Fresh produce Fresh produceonTradersconsum
ers
MMC
Sustainability comes from the viability of the viability of the business model
Actors: Urban consumers; mobile traders; Rural Producers; MMC
Market Chain Actors
Development Partner
Developing capacity of lead farmers to conduct PSPM
and represent groups to and represent groups to players in the system
Groups’ capacity is enhanced – the trust is
developed to plan developed to plan production through shared risk and reward behaviors
Who can provide the facilitation service going
f d? forward? Development of FBA
This project is funded byThe European Union
Some thoughts
Nutrition programming can focus more on changing
Some thoughts...
p g g g gconsumer behaviours in addition to knowledge transfer
Agricultural programming is effective when it is demandg p g gdriven with interventions at the service market level
Programming should evolve over the course of the action –need to be iterative (following the PMCA ethos)
Engagement Areas Entry Interventions Exit Points
Technical FFS/ NE Tech transfer/ information transfer led by market actors
Inputs Asset transfer Retailing through local PSAsInputs Asset transfer Retailing through local PSAs
Output marketing Group aggregation Sustainable access to markets
This project is funded byThe European Union
Photo credit: iDE/ David Graham