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Annual Implementation Plan Year 3

[Draft]

USAID AGRICULTURAL

EXTENSION SUPPORT

ACTIVITY


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USAID-Agricultural Extension Support Activity

USAID Bangladesh AID-388-A-13-00001

Annual Implementation Plan[Draft]

October 1, 2014 -September 30, 2015

October 12 2014

Submitted to:

Anar Khalilov

Senior Agriculture Officer

Economic Growth Office

USAID/Ban ladesh

Submitted by:

Daniel O. Coster

Chief of Party

USAID Agricultural ExtensionSupport Activity


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Table of Contents

1. Introduction ......................................................................................................................................... 5

1.1 Authorization ................................................................................................................................. 5

1.2 Purpose .......................................................................................................................................... 6

2. Project Background and Objectives ..................................................................................................... 6

3. Year 3 Activity Summary and Geographic Scope ................................................................................. 7

3.1 Activity Summary ........................................................................................................................... 7

3.2 Year 3 Geographical Coverage: ...................................................................................................... 8

4. Description of Year 3 Work Plan Components, Tasks and Activities ................................................. 10

Component 1: Enhance access to, and utilization of, agricultural extension services by smallholder

farmers (including women) ................................................................................................................ 14

Task 1.1: Community mobilization and formation of smallholder farmer producer groups ......... 14

Task 1.2: Training and capacity building of new and existing farmer producer groups ................ 16

Task 1.3: Enhance access to quality, affordable inputs ................................................................. 23

Task 1.4: Expand opportunities for farmers / farmer groups to sell their outputs ....................... 25

Task 1.5: Link smallholder farmers (including women) to formal financial services ..................... 27

Component 2: Expand and strengthen ICT mechanisms to increase access to agricultural market

information, knowledge and technologies ........................................................................................ 31

Task 2.1: Develop a strategy for expanded use of ICT in extension services ................................. 31

Task 2.2: Development of user-friendly ICT tools and applications to increase access and

utilization of extension services by farmers .................................................................................. 33

Component 3: Strengthen capacity of agricultural extension service agents (public and private) to

proactively respond to the needs of smallholder farmers ................................................................ 39

Task 3.1: Increase soft skills and technical capacity of public-sector agricultural extension

agents in providing extension services .......................................................................................... 39

Task 3.2: Increase or develop the capacity of private-sector extension agents in providing

extension services .......................................................................................................................... 41


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Task 3.3: Increase capacity of agriculture extension agents in the use of ICT tools ...................... 43

Task 3.4: Enhance mobility and communication resources of extension workers to better reach

smallholder farmers and women. .................................................................................................. 44

Component 4: Intensify and diversify high-value commercial crops and nutrition-rich products

through improved extension services ................................................................................................ 46

Task 4.1: Improve and diversify agricultural production and services with public and private

sector support ................................................................................................................................ 46

Task 4.2: Increase household consumption of nutritious and safe foods ..................................... 48

5. Cross-cutting Activities ...................................................................................................................... 49

5.1 Gender.......................................................................................................................................... 49

5.2 Environment ................................................................................................................................. 50

6. Monitoring and Evaluation (M&E) ..................................................................................................... 52

7. Project Management ......................................................................................................................... 55

7.1 Staffing ........................................................................................................................................ 55

7.2 Field Operations .......................................................................................................................... 56

7.3 Performance Management and Oversight.................................................................................. 57

7.4 Reporting .................................................................................................................................... 57

List of tables :

Table 01: Year 3 Districts and Upazilas ................................................................................................... 9

Table 02. Ag Extension Project Components, Tasks and Activities for Year 3 ....................................... 10

Table 03: Ag Extension Project Producer Group Targets ...................................................................... 15

Table 04. Number of Ag Extension Project FPGs and Farmers by Value Chain .................................... 46

Table 05: NUMBER & PERCENTAGE OF WOMEN FARMERS BY VALUE CHAIN AND REGION ................ 49


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1. Introduction

1.1 Authorization

Dhaka Ahsania Mission (DAM), under USAID/Bangladesh Cooperative Agreement Number AID-338-A-

13-00001 is the lead agency for implementation of the USAID Agricultural Extension Support Activity

Project (Ag Extension Project). The project is notable in that it is the first USAID project awarded to a

national entity as part of the USAID Forward policy. As the primary recipient under the agreement,

DAM is responsible for providing overall project management and oversight, including sub-recipients

and for ensuring timely implementation of all project components. CARE Bangladesh is a sub-

recipient and technical partner on the project, approved as such in Section A.13.1 of the Cooperative

Agreement. The second approved sub-recipient within the Cooperative Agreement is mPower, a

Bangladesh social enterprise.

The estimated Life of Project (LOP) for the Ag Extension Project is five years, initiating with the

effective date of the Cooperative Agreement of October 23, 2012 and terminating on the estimated

completion date of October 22, 2017.

Under existing regulations, the Government of Bangladesh requires NGOs to obtain written approval

from the NGO Affairs Bureau to proceed with project implementation as a condition for receiving

funds from foreign donors. In an approval letter dated April 22, 2013, the NGOAB approved DAMs

application Form FD 6 authorizing project implementation for the prescribed LOP.

In addition, during Year 3, the Ag Extension Project will finalize the MoUs that have been initiated

with the DAE, AIS, DoF and DoL to establish a framework for cooperation and establish specific

responsibilities for each party pursuant to the agreement and fulfillment of common objectives.


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1.2 Purpose

The purpose of this document is to present the Ag Extension Project Annual Implementation Plan

(AIP) for Year 3 (October 1, 2014September 30, 2015). The AIP has been prepared based on two

internal planning sessions conducted with project staff, as well as discussions with various GoB

stakeholders and other FtF projects. ICT-related elements of the AIP were also formed from feedback

and information received from AIS and DAE. The AIP includes a description of the project objectives,

components, tasks and activities, as well as proposed outputs and outcomes with targets where

applicable. A schedule and timeline for each of the proposed programmatic activities is providedat

the conclusion of Section 4.

2. Project Background and Objectives

Central and Southwest Bangladesh has experienced extreme weather events (including two major

cyclones in the last 7 years), man-made environmental degradation, increased flooding, changes in

seasonality of rains, and salinization of soil and water, causing food and water insecurity. Agricultural

productivity has dropped accordingly, resulting in large-scale migration by male family members to

city centers, leaving women behind to maintain their families with fragile economic resources,

remittances, and limited social safety net arrangements. There is an urgent need to identify

alternative livelihood opportunities for the farmers and heads of household who remain, especially in

agriculture and value chain-based income-generation activities. For this to happen, there must be a

stronger agricultural extension system in place that responds to the needs of smallholder

farmers.The Agricultural Extension1Support Activity development hypothesis suggests that if

functioning, sustainable models can be developed to link vulnerable smallholder farmers with access

to high-quality extension services and information, farmers will apply improved agricultural practices.

The logical progression from this is that if the Agricultural Extension Support Activity is successful, in

concert with other USAID-supported interventions, marginal and smallholder farmer productivity will

increase and food insecurity will decline. A key dimension of the Agricultural Extension Support

Activitys development hypothesis is that ICT- enabled solutions will play a key role in overcoming thechallenges vulnerable smallholders currently face in accessing high-quality extension services and

information.

1The Ag Extension project working definition of extension is getting knowledge to farmers so that they will make a

positive change


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Pursuant to the above, the goal of the Ag Extension Project is to strengthen the existing agriculture

extension system in 40 identified upazilas in southwest and central Bangladesh in order to

sustainably improve food security and nutrition for 200,000 vulnerable women and smallholder

farmers.

The Ag Extension Project is aligned with and supports:

USAID/Bangladesh Development Objective 2 (DO2) Food Security Improved through direct

contributions to enhancing vulnerable smallholder farmer access to high-quality extension

information and services.

Bangladesh CIP Priority Area 1: Sustainable and diversified agriculture through integrated

research and extension

Bangladeshs Sixth Five Year Plan Master Plan for Agricultural Development in Southern Region of Bangladesh for 2012-2021

Over the LOP, the project plans to work in up to 16 of the 20 districts in the FtF focus area of

southwest Bangladesh (see Figure 1) to implement capacity building and strengthening of a

farmer demand-driven agricultural extension system, synergized by use of information

communication technology (ICT).

3. Year 3 Activity Summary and Geographic Scope

3.1 Activity Summary

The general strategy for year three is to substantially expand project implementation to a wider

range of beneficiaries (farmers and extension agents) while narrowing and sharpening the focus of

implementation. The number of beneficiary farmers will increase from just over 43,000 to just over

143,000 and beneficiary extension agents will increase from XXX to XXX. Geographically, the initial

plan was to expand from 12 districts into each of the 20 target FtF districts. However, in Year 3 we

will only expand from 12 to 14 districts - and more intensively cluster farmer producer groups (FPGs)within those districts. Initially, the project selected 9 target value chains - and through year two we

focused on six of the nine value chains (mung bean, jute, chili, fish, beef cattle, and dairy cattle). We

have determined to continue through year three, and potentially to the end of the project, to focus

on six rather than nine value chains. This narrowing of technical focus will still enable the project to

demonstrate all target interventions and capacity building, while potentially enabling deeper impact


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through fewer value chains. Finally, in year three the project will narrow its technical focus to

promote 4 to 6 targeted improved practices per value chain in order to - again - aim toward specific

measurable impact for farmers / FPGs in each value chain and for extension agents in providing

extension and other services to farmers.During year three, component one activitieswill focus on

substantial expansion of beneficiary farmers and farmer producer groups, while linking them to

extension services, and quality affordable inputs, and appropriate financial services, and expanded

market opportunities. While component two activities will continue to focus on how agricultural

information is exchanged and where ICT related interventions can be introduced to make

information exchange more efficient and available to more people. Specifically the project will

demonstrate various apps and sources of information while seeking to have these emerging ICT

innovations adopted by farmer leaders, government and private extension agents, and government

units - such as DAE and AIS. Component three activities will focus on building capacities ofgovernment and private extension agents to more effectively exchange information with / provide

extension services to - farmers. This includes a combination of technical, ICT and soft skills capacity

building. It also includes provision of support toward increased mobility of government extension

agents and increased use of smart phones and hand-held devices to enhance communication. And

Component four activities will serve to incorporate the inclusion of nutritional messaging for

producer group members as part of project activities in order to promote various recommended

family health, hygiene and nutrition behaviors including bolstering consumption of nutrition-rich

foods.

3.2 Year 3 Geographical Coverage:

Over the LOP the Program Description described plans to extend the geographic scope of activities to

include all 20 districts that comprise the FtF focus area in southwest Bangladesh. After two years of

project implementation the project is re-considering its options. We feel it will be more effective to

establish clusters of farmer producer groups in fewer districts in order to enable them to generate

more intensive demand for extension services, quality inputs, financing and market opportunities.

Subsequently, during Year 3, the project working area will be expanded to include an additional 2

districts, bringing the total to 14 districts. Within those 14 districts, the project will expand activities

into 10 new upazilas, bringing the total number of working upazilas to 38. Within those upazilas the

project anticipates conducting project activities in an estimated 347 unions. Distribution of proposed

project working districts and upazilas is summarized in Table 1 below. A complete table of the


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current and anticipated districts, upazilas and unions that will comprise the projects working area

during Year 3 is provided as Annex 01. Note that the final distribution and number of project unions

will be a function of where FPGs are eventually formed over the course of Year 3 (see Section 4 -

Activity 1.1.1).

Table 01: Year 3 Districts and Upazilas

District Upazila Unions

Jessore Region

Jessore Sadar, Chougacha, Kesobpur, Monirampur 40

Magura Sadar, Mohammodpur 20

Jhenaidah Sadar, Mohespur 20

Khulna Region

Khulna Rupsha, Dacope, Terokhada, Dumuria 30

Shatkhira Sadar, Kaliganj 22

Narail Sadar, Kalia 25

Barisal Region

Barisal Sadar, Hijla, Uzirpur 25

Bhola Sadar, Char Fassion, Boharuddin 29

Pirojpur Sadar, Bhandaria, Nazirpur 22

Barguna Sadar, Amtoli, Betagi 24

Patuakhali Sadar, Mirzaganj 18

Faridpur Region

Faridpur Sadar, Charbhadrasan, Modhukhali 24

Rajbari Sadar, Goalando, Baliakandi 25

Gopalganj Sadar, Moksudpur 23

14 38 347


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4. Description of Year 3 Work Plan Components, Tasks and Activities

The programmatic structure of the project is divided into four principal Components, which are

further sub-divided into Tasks. This section describes the activities under each component and task

that the project will pursue during Year 3. A summary list of the components, tasks and activities are

provided in Table 2 below. A schedule for programmatic activities for each Component in the form of

a Gantt chart is provided at the conclusion of Section 4.

Table 02. Ag Extension Project Components, Tasks and Activities for Year 3

Component 1: Enhance access to, and utilization of, agricultural extension services by

smallholder farmers (including women)

Task 1.1: Community

mobilization and

formation of

smallholder farmer

producer groups

1.1.1: Selection of target communities and formation of Farmer

Producer Groups (FPGs)

Task 1.2: Training,

capacity building of new

and existing farmer

producer groups

1.2.1: Participatory Needs Assessment (PNA) and Farmer Producer

Group Action Plans

1.2.2: FPG training and capacity-building

1.2.3: Agriculture demonstration plots and aquaculture demonstration

ponds

1.2.4: Identify and link groups with public-sector (government)

extension agents

1.2.5: Identify and link groups with private-sector extension agents

1.2.6: FPG ICT Leader capacity building

1.2.7: Development and application of Participatory Performance

Tracking (PPT) tool


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Task 1.3: Enhance

access to quality,

affordable inputs

1.3.1: Identify preferred source input shops and suppliers

1.3.2: Link farmers and farmer groups to dependable input sellers

1.3.3: Strengthening (as needed) of local level inputs shops

Task 1.4: Expand

market opportunities

for farmers/farmer

groups to sell their

products

1.4.1: Assess market opportunities related to each value chain

1.4.2: Link farmers and FPGs to output market opportunities

1.4.3: ICT based market linkage with FPG and e-Commerce service

provider

Task 1.5: Link

smallholder farmers

(including women) to

formal financial services

1.5.1: Agricultural finance service mapping

1.5.2:Deliver agricultural finance capacity building to Farmer

Producer Groups

1.5.3: Linking producer groups to MFIs

1.5.4: Assessment of farmer access to informal credit

1.5.5: Increase usage of ICT to disseminate agricultural information in

FPG level

Component 2: Expand and strengthen ICT mechanisms to increase access to agricultural

market information, knowledge and technologies work with mPower

Task 2.1: Develop a

strategy for expanded

use of ICT in extension

services

2.1.1: Agricultural market information assessment

2.1.2: Regional e-ag-conference to expose stakeholders to ICT-

enhanced extensionsSystems

2.1.3: End-of-Year ICT strategy review

2.1.4 Monitoring & evaluation of ICT interventions


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Task 2.2: Development

of user-friendly ICT tools

and applications to

increase access and

utilization of extension

services by farmers

2.2.1: Continuation of Agro Knowledge Bank Portal development

2.2.2: ICT-based Reporting and Data Analytics app for SAAOs

2.2.3: Farmer Query System

2.2.4: Targeted SMS and Voice Messaging to farmers and extension

agents

2.2.5: Decision Support System (DSS) for extension agents

2.2.6: Multimedia phone content for farmers, extension agents and ag

input sellers

Component 3: Strengthen capacity of agricultural extension service agents (public and

private) to proactively respond to the needs of small holder farmers, with an emphasis on

women.

Task 3.1: Increase soft

skills and technical

capacity of public-sector

agricultural extension

agents in providing

extension services

3.1.1: Public extension agent soft skills and technical knowledge

capacity building

3.1.2 Collaboration with the Agriculture Information Service (AIS)

Task 3.2: Increase or

develop the capacity of

private-sector extension

agents in providing

extension services

3.2.1: Facilitate provision of embedded advisory services by inputs

retailers

3.2.2: Capacity-building of Local Service Providers (LSPs)

3.2.3: Collaboration with inputs companies and agribusiness firms

Task 3.3: Increase

capacity of agriculture

extension agents in the

3.3.1: ICT orientation for extension agents (including resource

farmers)

3.3.2: ICT enhancement of DAE extension agent training


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use of ICT tools 3.3.3: Smartphone-based gaming knowledge applications for

extension agents

3.3.4: Desk-top based self-paced e-learning system prototype for

extension agents

Task 3.4: Enhance

mobility and

communication

resources of extension

workers to better reach

smallholder farmers and

women.

3.4.1: Provision of motorcycles to DAE, DOF and DLS field offices

3.4.2: Provision of communications equipment and support to DAE,

DoF and DLS field offices

Component 4: Intensify and diversify high-value commercial crops and nutrition-rich

products through improved extension services

Task 4.1: Improve and

diversify agricultural

production and services

with public and private

sector support

4.1.1: Producer group selection of commercial agricultural products

Task 4.2: Increase

household consumption

of nutritious and safe

foods

4.2.1: TOT nutrition training

4.2.2: Nutrition-related messaging delivered to 2000 producer groups

Additional Activities

Cross-cutting Activities

5.1 Gender

5.2 Environment


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Component 1: Enhance access to, and utilization of, agricultural extension

services by smallholder farmers (including women)

Under this component, over the life of the project, the Ag Extension Project will identify and organize

approximately 200,000 beneficiary farmers into producer groups that will serve as primary platforms

for efficiently demanding and receiving extension services and training. In addition these platforms

will allow groups to aggregate demand to purchase inputs at a cheaper bulk price and aggregate

output to negotiate better prices for their products.

Task 1.1: Community mobilization and formation of smallholder farmer

producer groups

Activity 1.1.1: Selection of Target Communities and Formation of Farmer Producer Groups

Beneficiary SelectionIn order to identify and form 1,600+ groups over the course of the previous

year, the project conducted Participatory Rural Appraisals (PRAs), relying primarily on two tools

particular to PRA methodology: 1) social and resource mapping at the union level and 2) well-being

analysis (WBA) at the village level. Employing these two tools allowed the project to develop a clearer

picture of the socioeconomic context existing in its target areas.

Armed with the experience and knowledge gained from forming and working with groups during Year

two, the project is ready to pursue the ambitious goal of establishing an additional estimated 3,700

FPGs over the course of Year 3. However, in order to achieve this target the project is proposing to

streamline the group formation process to make it faster and more efficient. As much as possible,

the project will use social and resource data gathered in year 2 to identify new communities and

establish new FPGs in year three. The project will also engage in rapid consultations with various

value chain actors and stakeholders (traders, buyers, processors, inputs sellers, SAAOs, AICC

managers, union leaders, etc.) for suggestions on potential areas of expansion and locations of

existing farmer producer groups.

Having generated a tentative list of target community locations and specific farmer contacts, the

project will arrange an initial meeting with potential FPG members to discuss and determine the

preferred focus value chain and begin the process of selecting group members. Target group size is

between 25 and 30 members. To help streamline the process, full WBAs will not be conducted at this

stage. Relevant data will instead be collected as part of the projects rolling baseline after the groups

are formed.


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FPG FormationAfter selecting initial group members, project FFs will schedule a follow-up inclusion

meeting where members will draft an internal agreement to form a farmer producer group (FPG)

and select three members as Farmer Leaders. These three leaders will serve interchangeably as

Group Leader, Market Leader and ICT Leader. At that point the FF will initiate a set of discussions

and training activities over time to orient the FPG to concepts and issues related to effective

collective action

Targets Year 3:

Up to 4000 new FPGs established consisting of 100,000 farmers making a cumulative total of

143,000+ beneficiary farmers

Overall percentage of women producer group members >25%2

Table 03: Ag Extension Project Producer Group Targets

Project Year # New FPGs # Farmers

Year 1 (actual) 358 8,950

Year 2 (actual) 1,566 43,014

Year 3 (projected) 3,704 100,000

Year 4 (projected) 1,772 48,036

Year 5 0 0

Totals 7,4003 200,000

2While the project does not have a reportable indicator target related to the specific number or percentage of

women participating in the project, we committed to target 15% women farmers in year 1 and increase the

percentage of women based on experience gained each subsequent year to hopefully reach 25% women

farmers participating in the project. At the end of year 2 we have already reached a total of 31% women

farmer beneficiaries in the project (13,475 women out of 43,014 total farmers). In Year 3, the project proposesto expand by 100,000 farmers. We will strive to maintain more than 25% women farmer beneficiaries in the

project.

3Based on an average group size of 27 members. Note that of the two targets of producer groups and total

beneficiaries, the latter is the driver. Thus, the actual number of FPGs formed over LOP may vary from the

estimate presented here depending on the final average group size, so that the final total number of individual

direct farmer beneficiaries meets or exceeds 200,000.


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Task 1.2: Training and capacity building of new and existing farmer

producer groups

Activity 1.2.1: Participatory Needs Assessment (PNA) and Farmer Producer Group Action

Plans

Based on an analysis of FPG needs assessments conducted during Year 2, as well as an analysis of

each of the projects six prioritized value chains, the project technical team now has a good

understanding of the predominant needs related to each of these value chains from seed to sale.

From this analysis, the project has identified 5 improved agricultural practices for each value chain

that groups will be encouraged to focus on during Year 3.

FPGs will work with their assigned FF to review the five recommended improved practices for their

particular value chain and determine which ones are priorities for the group to focus on during the

upcoming year. The focus may be on all five or a subset thereof. The group will then prepare an

Action Plan for the coming 12 months / cropping season that incorporates activities and specific

actions that the group can take to enhance access to extension services and information that will

enable them to adapt their targeted improved practices. Additionally, capacity-building and group

strengthening activities related to non-agricultural topics such as ICT, group leadership,

organizational development and farm business skills will be included in the action plan for

implementation during the off-season.

Targets Year 3:

Up to 5,628 Producer Group Action Plans developed (one per group - both new and existing)

Activity 1.2.2: FPG Training and Capacity-building

During Year 2, the Ag Extension Project developed customized training modules and materials

focused on farming practices related to the projects six predominant value chains. Modules were

prepared by collecting and consolidating existing technical information and materials available from

different sources, as well as developing new materials where existing materials were nonexistent or

insufficient. In accordance with Year 3s sharpened emphasis on 5 recommended improved

practices per value chain, the project will reformulate existing technical VC modules to reorient their


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focus as needed. In particular, the Ag Extension Project will continue coordination with other FtF and

donor-funded projects that are working with the same value chain products to ensure standard

technical training and advice is provided.

Modules in the areas of group organization and leadership, gender, ICT, business skills, and other

non-ag topics related to group strengthening and capacity-building will be reviewed and improved

upon as well. The project will continue developing modules that take into account specific

environmental contexts and learning styles of poor and less educated populations, with particular

attention paid to women farmers.

During Year 3, the project will coordinate and facilitate technical learning sessions for FPG members

around the 5 recommended improved practices related to their selected VC in accordance with their

FPG Action Plan. Training and capacity building will be done primarily by government extension

agents (SAAOs, AOs, fisheries and livestock officers, etc.), private sector resource persons (inputs

sellers or designated trainers from a private agribusiness, for example) or resource farmers (farmer

leaders). The majority of the prioritized technical sessions and capacity-building activities will be held

at the village level with the producer groups. For selected topics, a cascade TOT approach will be

applied whereby two or three producer group leaders (selected by the group at large) receive

specialized TOT training in skills, technologies, farming practices and production planning for their

chosen value chain. Consistent with the FFS approach, farmers who receive TOT training will then be

responsible for returning to their village and disseminating what they learned to the rest of the group

members. Project FFs will support the FPG leaders to share their learning with FPG members.

To improve effectiveness and provide variety, FPG capacity-building will include activities such as

cross-visits with other farmers and other projects; hands-on practice sessions with extension agents

and technical experts; farmer field days; and the use of demonstration plots (see Activity 1.2.3).

Focus on ICTICT tools and apps will also be incorporated into the mix to improve the process (see

Section 4 - Task 3.2). The project will continue to look for opportunities for the use of new and

unconventional ICT tools and applications as a way to more effectively reach the target audience of

smallholder farmers (see Activity 1.2.6).


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Targets Year 3:

Up to 5,628 producer groups receive technical training sessions focused on targeted

improved practices and finance / business practices

Up to 5,628 producer groups participate in capacity building events or activities such as field

days, cross-visits, match-making activities, etc.

Up to 5,628 producer groups receive ICT training or capacity building activities

Up to 5,628 producer groups receive non-ag training on such focus areas as collective action,

leadership, gender, etc.

Activity 1.2.3: Agriculture Demonstration Plots and Aquaculture Demonstration Ponds

As an additional means of reinforcing recommended agricultural improved practices and building

capacity of project FPGs, the Ag Extension Project will facilitate the design, establishment and

implementation of agriculture demonstration plots in the projects 14 working districts during Year 3.

The plots will be designed to demonstrate one or several of the 5 recommended improved

practices (see Activity 1.2.1) for a selected VC crop or product; the demo designs will be relatively

standardized, but will be discussed and finalized in consultation with the FPGs in the immediate area

who will be participating and benefiting from plot implementation. Examples of practices that may

be demonstrated include use of high-quality seed varieties; optimum planting density; weed control;

pest control/IPM and improved harvesting techniques.

Land for establishing the demo plots (or demo pond) will be provided by an FPG farmer leader. The

size of the plots will range from approximately 5 to 50 decimals. Group members will provide the

required inputs as cost share with guidance from project staff and/or extension agents. In the case of

dairy and beef fattening, demo plots may focus on production of fodder. In accordance with the

Action Plans that they developed, nearby FPG members will visit the demo plots periodically

accompanied by extension agents or project technical staff in order to see, experience and learn how

the prescribed practices progressively and positively affect production. Demo plots will typically

culminate with a Farmer Field Day (FFD) event which provides a forum for FPG members, local

inputs retailers, individual farmers and other stakeholders to mingle, network and share ideas. FFD

activities will include informational sessions on good agronomic practices, including safe use of

pesticides.


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An initial subset of approximately 25 plots for demonstrating either chili or mung bean will be

implemented jointly as a collaborative effort between the Ag Extension Project and Ag Inputs Project.

For these plots, one of the inputs companies who have previously-established agreements (MoUs)

with the Ag Inputs Project will provide all of the required inputs as their contribution. The land for

these joint plots will be provided by an Ag Extension Project FPG farmer leader. These joint demo

plots will provide enhanced opportunities to link AIP beneficiaries AIRN-member inputs sellers with

FPGs.

The project will explore opportunities for jointly establishing demonstration plots focused on jute or

mung bean with the Ag Value Chain project, that has also has selected these two value chains as part

of their portfolio. .

In many cases, the demonstration plots will be used to demonstrate the efficacy of pesticides oncrops. As part of pesticide demonstration activities, the project will adopt and follow all

recommendations related to demonstration plots contained within the Ag Input Projects approved

PERSUAP. This includes evaluating the environmental suitability of each proposed demo plot site and

training farmers in the use of Personal Protective Equipment (PPE) when applying pesticides.

Targets Year 3:

250 demonstration plots established

Activity 1.2.4: Identify and link groups with public-sector (government) extension agents

As part of its overall strategy to increase smallholder farmer access to ag extension services, linkages

between FPGs and extension agents are established as early as possible in the process of group

formation. As producer groups are formed, the corresponding extension agents at DAE, DoL and DoF

who are responsible for providing extension services to the groups village are identified and invited

to participate in initial community mobilization and group formation meetings. Information on

identified agents are entered into a project database.

After groups are established, with assistance from the FFs, each FPG chairman is then made

responsible for coordinating an introductory, or re-acquaintance, meeting between the group and its

corresponding public-sector extension agent at DAE, DoF and/or DoL. During the introductory

meeting the two parties discuss the groups objectives as they relate to obtaining extension services,


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facilitated by a review of the groups draft Action Plan. A desired output from the visit is to develop

together with the extension agent, a preliminary schedule for future joint activities and visits.

In order to expand the network of linkages between farmer and agent, the project will also facilitate

regular coordination meetings with government extension offices at the upazila and district levels toreview progress towards agreed-upon objectives and discuss collaboration at the field level.

Coordination meetings are discussed further in Section XX.

Target Year 3:

Introductory meeting with local government extension agents facilitated for each of the

3,700 FPGs formed during Year 3

Activity 1.2.5: Identify and link groups with private-sector extension agents

In general, smallholder producers, particularly women, in southwest Bangladesh do not enjoy

reliable, frequent access to government extension services. This being the case, these farmers tend

to rely primarily on two informal sources for information and advice: 1) other farmers and 2) inputs

sellers from whom they purchase inputs. In the case of livestock, local, private para-vets or

veterinarians are an alternative source of advisory services. To a lesser degree, farmers receive

extension services from other types of Local Service Providers, such as farmer entrepreneurs, NGO-

sponsored extension agents, buyers, traders and field agent representatives of private agri-business

enterprises.

During Year 3, the Ag Extension Project will engage in a number of activities aimed at identifying and

linking FPGs with private-sector extension agents. The type of private-sector extension agent (inputs

seller, para-vet, etc.) that is available and most suitable for a particular FPG will be both location-

specific and value-chain specific. For identification of potential private-sector agents, the project will

assemble an initial list from a number of sources including:

- Ag Inputs Projects list of AIRN members4

- AINs database of reputable fingerlings sellers and Local Service Providers (LSPs)

4For those areas where AIPs AIRN does not yet have members, Ag Extension will share its database of

preferred source vendors developed under this activity with AIP who can then choose to invite them to join

AIRN at their discretion.


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- Other LSP groups or associations that provide advisory services to farmers

- List of field agent representatives deployed by inputs companies and agri-businesses

- References (i.e. word of mouth referrals) from among FPG members, other inputs retailers,

inputs companies, buyers, traders and other value chain market players

In assembling the list, project staff will attempt to distinguish between extension agents, i.e. those

who can provide advisory services around information and technology, and vendors, or sales agents,

who do not. This will not be an exact science, so the projects private-sector extension agent

database will be a work in progress to which potential agents will be added and others culled out as

farmers gain experience working with them. Note that the initial list will serve as the primary source

for identification of potential preferred-source inputs sellers described in Activity 1.3.1. It will be

shared with other FtF implementers, and may later be converted into a directory of sorts.

Similar to the public sector activity, each FPG leader, with assistance from the FFs and on behalf of

the group, will then be made responsible for making initial contact (or re-initiating contact) with a

private sector extension agent prioritized by the group. The prioritization process will be important,

as the group will be looking to identify individuals who are capable of providing extension services

that meet the groups most pressing needs. This exercise will be a first step in getting beneficiary

farmers to begin demanding and seeking out extension services.

Target Year 3:

Initial linkage made with at least one source of private-sector extension services for each of

5,628 FPGs during Year 3

Activity 1.2.6: FPG ICT Leader capacity building

At the farmer level, even among smallholder and women farmers, there is currently widespread use

of mobile technology. Having this technology means that the farmer can potentially try out ICT-based

agro-services, use call centers to place queries, download web-based agricultural information, and

receive targeted SMS and IVR messaging on ag-related topics of interest. However, to create impact

farmers have to be shown how to access and effectively use these tools and services. During Year 2,

each FPG designated one of their members as an ICT Leader who was assigned responsibilityfor

facilitating this process. However, progress was limited due to the large numbers of groups and

limited ICT knowledge among the designated ICT leaders and project FFs. To accelerate the process


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of ICT introduction and demonstration among FPG members, during Year 3 the project will introduce

a cascade / TOT system using ICT Champions. A total of 200 ICT Champions will be identified and

selected from among the pool of FPG ICT leaders. mPower will then implement a ToT model to build

the capacity of the ICT Champions - who will then be tasked with replicating the training to other FPG

ICT leaders. Over time, the project will explore ways to convert some of the ICT Champions into local

service providers by providing additional technological training and support.

Target Year 3:

Provide 200 ICT Champions with TOT training on how to effectively disseminate agro

knowledge using ICT

Provide 200 ICT Champions with resources to conduct a minimum of 5 information sessions

with FPG ICT leaders on how to effectively disseminate agro knowledge using ICT

Activity 1.2.7: Development and application of participatory performance tracking (PPT)

tool

During Year 3, the project will complete the development of a participatory performance tracking

tool that will be applied during implementation of the FPG Action Plans. The tracking tool is

completed as a joint exercise with FPG members and is used to periodically collect feedback and

track group progress and performance against 5 to 10 pre-selected indicators. The indicators will

mirror the 5 recommended improved practices for the groups chosen value chain, and may also

include measurement of selected business management, gender, access to finance or group

governance practices that are promoted as part of each groups plan. The ultimate objective of using

the tool is to help create a sense of group cohesion and accomplishment while continuously

monitoring FPG progress and adjusting project implementation plans accordingly.

Target Year 3:

Participatory Performance Tracking (PPT) tool developed and field tested on an initial group

of 2,000 FPGs

PPT operational to effectively support project monitoring and management.


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Task 1.3: Enhance access to quality, affordable inputs

Activity 1.3.1: Identify preferred source input shops and suppliers

As a joint capacity-building exercise with producer group leadership, and in coordination with the Ag

Inputs Project, preferred source input shops, suppliers and vendors will be identified in the unions

within the projects established working area. Local preferred-source shops and vendors may be

initially identified through a variety of means5including:

- Ag Inputs Projects list of AIRN members6

- AINs database of reputable fingerlings sellers and Local Service Providers (LSPs)

- Other LSP groups or associations who are engaged in the sale of inputs directly to farmers

- List of field agents deployed by inputs companies

- References (i.e. word of mouth referrals) from among FPG members, other inputs retailers,

inputs companies, buyers, traders and other value chain market players

- Lists of retail shops that are licensed / registered with the GOB to sell a particular input

These inputs providers will then be subject to selection criteria for preferred sources that will be

based not only on distance and price, but also on demonstrated quality of products and reputation

for avoiding unethical business practices such as selling adulterated product or recommending

excessive doses of ag inputs in order to increase sales volume. Producer group members will be

encouraged and referred to retailers who are higher-tier members of the Agriculture Inputs RetailersNetwork (AIRN) established by the Ag Inputs Project, as these businesses will have already met

similar quality criteria.

This exercise in training beneficiaries how to identify and select dependable vendors selling quality

inputs products will play a key role in helping ensure the sustainability of future producer group value

chain production.

Target Year 3:

5Note that this database of preferred-source retailers will be a subset of the database developed in Activity

1.2.4

6For those areas where AIPs AIRN does not yet have members, Ag Extension will share its database of

preferred source vendors developed under this activity with AIP who can then choose to invite them to join

AIRN at their discretion.


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In coordination with the USAID Ag Inputs Project, Ag Extension project staff will identify at

least two preferred-source inputs shops or suppliers in each of 435 unions.

Activity 1.3.2: Link farmers and farmer groups to dependable input sellersThe Ag Extension Project will help facilitate and enhance linkages between farmers and inputs sellers

through a number of targeted project activities including:

Match-making events designed specifically to introduce farmers to actors in the inputs

supply chain (retailers, dealers and inputs companies). These events may include forums such

as expos or product fairs at the upazila or district level where inputs vendors can display and

demonstrate their wares;

Direct linkage of Local Service Providers and input company field agents with FPGs (via

sharing of contact information and invitation to attend FPG meetings)

Involvement of inputs retailers or companies in the implementation of demo plots; these

provide multiple opportunities for interactions between farmers and input sellers through

FPG visits and FFDs

Organization of exhibitions or fairs; linking of Ag Extension Project FPGs to local fairs and

exhibitions sponsored by others

The Ag Extension Project will identify other linkage pathways during Year 3 through direct

consultation with some of the large inputs companies who operate in the southwest and are

currently working with the Ag Inputs Project, such as Lal Teer, Syngenta, and ACI (see Activity 3.2.3).

Year 3 Target

500 matchmaking events organized to include input providers and farmers

25 demonstration plots established in coordination with AIP supported retailers and Ag

Extension Project supported farmers

Activity 1.3.3: Strengthening (as needed) of village-level inputs shops

As the project and FPGs go through the process of identifying and establishing linkages with inputs

sellers, some will emerge as having strong potential as preferred-source suppliers, but may have


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weaknesses in certain aspects of their service provision - such as product quality, adherence to

ethical business practices, or knowledge on proper use of the products they are selling.

For those shops that are within Ag Inputs Projects working areas, Ag Extension Project will refer the

retailer for membership in the AIRN where they will be eligible to receive training and capacitybuilding in a number of topics related to improving service provision and quality of products. If AIRN

is not able to accommodate the shops request to join and receive assistance, the Ag Extension

Project will facilitate alternative assistance for the shop owner to address the identified deficiencies.

Additionally, the Ag Extension Project will focus on the capacities of some inputs shops to effectively

provide advice to customer farmers - as private-sector extension agents. Refer to Activity 3.2.1.

Target Year 3:

174 (= of target unions) Inputs shops strengthened by the Ag Extension Project

Task 1.4: Expand opportunities for farmers / farmer groups to sell their

outputs

Activity 1.4.1: Assess market opportunities related to each value chain

The existing market linkages for beneficiary farmers working in the projects six prioritized value

chains currently consists mostly of individual farmers directly selling products to local market

consumers or traders. Traders may then re-sell the products at the same local market or aggregate

and sell them to a processor or higher-tier aggregator. Other mechanisms, such as - FPG collective

selling at local markets, direct sourcing by a large processor or exporter, and contract farming - are

rare among project FPGs.

During Year 3, the project will continue to assess existing market opportunities and linkages,

especially in those areas in which newly established FPGs are located. The project will analyze

market information in order to identify specific opportunities for expanding market access andstrengthening existing linkages. Potential opportunities may be identified as part of the FPG Year 3

needs assessments and development of group Action Plans. Possible areas subject to additional

analysis and exploration include:


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The mPower team will investigate the potential use of ICT that allows FPG members

to ascertain real-time price information and identify alternative sales points where

prices may be higher

The project will work with FPG leaders on a trial basis to identify and negotiate with

traders from the local market to purchase directly from FPGs at the village level

Building on the previous point, we will facilitate the establishment of localized

collection points among a number of groups or several villages where the local

market is some distance from FPG communities; groups could then collectively

transport a larger volume to market, or negotiate with traders to purchase on site

The project will also investigate options for direct sale to large processors; again,

taking advantage of the clusters and relatively large numbers of producers associated

with the project.

The Ag Extension Project will be in continuous contact with the Ag Value Chain project, especially

related to market opportunities for jute and mung beans, which are targeted value chains for both

projects. The Ag Extension project will share locations of existing and emerging jute and mung bean

FPGs, along with information it gathers regarding local markets, while relying on information from

AVC on regional and national markets. Additionally, the two projects may collaborate in setting up

demo plots to instruct farmers on specific varieties and quality standards demanded by targeted

buyers.

Targets Year 3:

At least one alternative market linkage identified and piloted for each value chain in each of

the projects 14 working districts

Activity 1.4.2: Link farmers and FPGs to output market opportunities

In year 2 the project initiated the use of matchmaking activities to introduce FPG members to

potential input sellers and output buyers, while making sellers and buyers aware of the existence of

potential opportunities through emerging FPGs in their vicinity. The project will expand its use of

matchmaking activities in year 3 as a way of linking FPG members to market opportunities. It is

assumed that most of these linkages will connect to local markets and buyers, with occasional

regional and national buyer representatives.


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Meanwhile the Ag Extension Project will work with the Ag Value Chain Project to identify alternative

jute and mung bean markets and introduce farmers and FPGs to buyers.

The substantial expansion in number of FPGs and clusters of FPGs around specific value chains will

increase opportunities to attract the attention of buyers and new market options. The project willclosely monitor marketing trends and examples of new marketing opportunities as they occur in

order to continuously share and hopefully replicate entry into new marketing channels.

Targets Year 3

Two new output markets accessed per value chain, with evidence of replication among

farmers / FPGs

Activity 1.4.3: ICT based market linkage with FPG and e-Commerce service provider

The recent growth of e-Commerce and F-commerce (Facebook based e-Commerce platform) and the

rise of several e-commerce grocery platforms such as amardeshamargram.com, directfresh.com, and

sabjibazar.com there is an emerging set oflooking to purchase fresh agricultural product directly from

farmers at competitive prices. As they sell to the high-end market in urban areas, these buyers are

often looking for premium-grade product. Producers who can meet product specifications may

submit quotations on the e-commerce platforms.

The project will review the available e-commerce platforms and determine which ones may be most

suitable to link with FPGs.

Target Year 3

Link 10 FPGs with an online e-commerce platform

Task 1.5: Link smallholder farmers (including women) to formal financial

services

Activity 1.5.1: Agricultural finance service mapping

During Year 2, the Ag Extension Project surveyed 687 farmer producer groups (approximately 17,000

farmers), in order to ascertain the financial services currently available to them and which additional


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financial services would be most appropriate to support the production of their chosen value chain

crop.

Preliminary survey results, along with focus group discussions, suggest that most farmers that

manage to obtain credit tend to get it from MFIs offering traditional loans with weekly repaymentrequirements. Many farmers complained about the inflexibility of repayment terms and high interest

rates on these loans. The weekly repayment requirements on traditional loans are difficult for

farmers who are not typically generating a weekly income. Making the weekly payments also diverts

valuable time and resources away from maximizing their crop yields. As a result, the project has

identified a need to increase FPG access to MFIs offering seasonal agricultural loans (aka crop

loans). These loans do not require weekly repayments but instead are repaid in full once the crop

has been sold.

During Year 3, the project will use the results of the Financial Services Needs Assessment to identify

opportunities within each value chain for linking new and existing farmer producer groups with

appropriate types of financial services offered by MFIs in each region.

The project will identify MFI facilities that are accessible to farmer producer group communities

placing particular emphasis on identifying MFIs offering agricultural loans (lead firms), in order to

promote linkages between them and the farmer producer groups.

Once the project has identified the lead firms that are offering the most appropriate financial

services, it will obtain and document branch location information from these MFIs as a basis for

creating linkages. If areas are identified where there are no institutions offering agricultural loans,

the project will advocate to, and attempt to persuade, the lead firms to provide their services in

these areas.

Target Year 3:

Document types and scope of financial services appropriate for each value chain

MFI mapping completed based on updated FPG distribution

Lead firms identified by region


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Activity 1.5.2 Deliver agricultural finance capacity building to Farmer Producer Groups

To improve knowledge on the fundamentals of microfinance among farmer producer groups, and as

a first step in empowering farmers to demand and seek microfinance services, the project will collect

existing finance training materials from DAM and other sources (such as PKSF) to develop a set of

customized training modules on the core concepts of agricultural microfinance, the potential risks

and liabilities, and how to choose among different MFIs and financial products. The module will also

incorporate a message about the potential value of regular savings and group savings. The project

will use a TOT approach and provide training on the modules to a team of selected resource persons

who will in turn conduct training at the village level with FPGs. Resource person trainers may include

field representatives from local MFI institutions or training staff from NGOs who specialize in access

to microfinance that are working in the region. Where appropriate, MFIs that the project creates

linkages with will be tasked with providing the training to FPGs. Alternatively, the project may

outsource all of the training services under this activity to a qualified organization.

The training will be synchronized and incorporated into the FPG Year 3 Action Plans so that farmer

members have received training and can line up access to credit precisely when they need it - i.e.

prior to the start of the planting season. Relevant results of the mapping exercise conducted in

Activity 1.5.2 will be shared during the FPG training events as part of facilitating linkages between the

farmer group and nearby MFIs.

Target Year 3:

Training on the fundamentals of microfinance provided to 5,628 Farmer Producer Groups

Activity 1.5.3: Linking producer groups to MFIs

As a means to link farmers with appropriate options for accessing appropriate and affordable

financing, the project will organize matchmaking events between MFI representatives and FPGs. As

mentioned previously, priority will be given to MFIs offering seasonal and crop loans. The project will

promote the opportunity for the various MFIs, especially lead firms, to work with the active farmer

producer groups.

Dhaka Ahsania Mission Microfinance outlets are operating in roughly half of the project area. Since

DAM MF outlets offer agricultural loans, the project will work to encourage DAM to take a lead in

offering appropriate financial services to farmer producer groups in these areas. For the remaining


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areas, the project will look to the lead firms identified in the mapping exercise (such as those

affiliated with PKSF) to potentially provide needed financial services to FPG members.

The project M&E system will track the actual number of farmers receiving agricultural loans from

various sources, and the value of those loans.

Target Year 3:

At least one MFI matchmaking event organized per FPG

Ensure M&E system is tracking farmer access to finance data as loans are disbursed

Activity 1.5.4: Assessment of farmer access to informal credit

As mentioned, the extensive ag services survey conducted toward the end of year two will yield an

abundance of data and information, not only about formal financial service trends and needs related

to each value chain, but also to less formal forms of credit being made available to some farmers, for

example by input retailers and contract buyers. During year three while the projects primary focus

will be on more formal ag lending through MFIs, the project will also make note of the analysis of less

formal financing channels and over time determine what, if any, role the project could play to

stimulate more access by smallholder farmers to less formal channels of ag credit.

Target Year 3:

Documented analysis of less formal ag credit channels used by smallholder farmers

Determination of level of involvement for the Ag Extension Project regarding less formal ag

credit channels


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Component 2: Expand and strengthen ICT mechanisms to increase access to

agricultural market information, knowledge and technologies

Task 2.1: Develop a strategy for expanded use of ICT in extension servicesThe projectstechnical partner, mPower, completed the development of an ICT strategy document

during the last quarter of FY 2013 which describes how the Ag Extension Project will both expand and

strengthen the use of ICT in agricultural extension within the projects sphere of influence. While

development of the ICT strategy was substantially complete by the end of Year 1, it is intended to be

a dynamic (living) document and, thus, will be updated as needed based on significant findings from

assessments, research and ICT application field testing.

Activity 2.1.1: End-of-Year Strategy Review

By the end of Year-1 mPower had developed a strategy paper that identified 33 potential ICT

applications that could potentially be relevant to farmer and extension agent levels to provide

significant improvements in the information flow within the agricultural sector. During Year-2, while

taking steps to raise the awareness of DAE and agricultural stakeholders to ICT opportunities and

concepts, mPower moved forward to conduct feasibility studies to prioritize and narrow its focus; to

develop and field test target apps and interventions; and to conduct initial ICT capacity building

activities in order to expand receptivity and potential adoption of ICT interventions.

Toward the end of Year-2 in an effort to review and revise its strategy, mPower conducted the

following fact finding activities:

12 Focus Group Discussions in four regions

26 in-depth interviews of extension agents

10 interviews of AICCagents

5 interviews of UAOs

1 interview of a DD of DAE

Based on results from the above activities, the following key points are being incorporated into

mPowers Year-3 strategyin addition to moving ahead on ICT intervention development, field

testing and adoption:

The increased capacity of the extension system does not depend solely on strengthening the

capacity of field extension agents, but must also focus on the whole of DAE. Hence mPowers


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ICT training plansfor SAAOs also includes plans to train their supervisor such as UAOs, AEOs

and DDs.

In 2014, DAEs organizational structure changedto adopt the role of ICT, hence DAE has set-

up an ICT cell under its planning wing. To ensure sustainability of the ICT initiative the

capacity of the present ICT cell must be increased.

In its initial ICT strategy, mPower suggested to use Year-2 and Year-3 as rapid prototyping

years where many apps and interventions would be field-tested and scaled up in Year-4 and

Year-5. This strategy has been revised to match with the overall project strategy. Hence

mPower will use most of Year-3 and Year-4 to promote adoption and scaling up ICT

interventions and will use Year-5 for phasing out and hand-over of interventions to relevant

stakeholders.

In Year-2 mPower approached some ag inputs sellers and service providers for their reactionsto various ICT options and received very limited interest and response from this group of

stakeholders. In Year-3 mPower will develop a more comprehensive strategy to more fully

incorporate private extension agents into the overall ICT strategy.

Target year 3

Revised ICT strategy to intensify efforts toward stakeholder adoption of ICT interventions and

to incorporatethe four bullets above.

Activity 2.1.2: Regional e-ag-conference to expose stakeholders to ICT-enhanced extension

systems

In its effort to expand the Department of Ag Extension (DAE) awareness and commitment to

incorporate ICT approaches into its strategy, the project will collaborate with CRS, BIID and MEAS to

organize and support a regional conference on e-agriculture. The Ministry of Agriculture and DAE will

be invited to host the conference. The e-Ag-Conference will serve as a platform to invite Agro-

Experts and ICT Specialists in Agriculture to display and present examples of e-Agriculture

innovations.The conference will be held during the first week of December. It will offer plenary

sessions, workshops, presentations, exhibitions and networking sessions focused on:

1. Sharing knowledge and good practices of ICT in agriculture sector from local and

international experiences / initiatives

2. Facilitate partnership among potential organizations working in the field of agriculture and

ICT4D


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3. Explore innovative models of ICT4D using Public Private Partnership (PPP)

4. Showcasing initiatives by the Bangladesh Ministry of Agriculture and its various units

A field visit will be organized for the interested participants to showcase projects / field activities.

Target year 3

Support an e-ag conference in Dhaka in December 2014 that may serve as the first annual SE

Asia Regional e-ag conference.

Activity 2.1.3 Monitoring & Evaluation of ICT interventions

During Year-2 mPower organized trainings for extension agents, infomediaries and farmers on

various applications and handed over phone sets in order to field test the applications. During the

first quarter of Year-3, mPower team will do an initial evaluation of the applications based on:

Impact on farmers,

Impact on extension agents

Usability of each application

Potential sustainability of the application

The report of this initial evaluation will be completed by the end of November 2014.Based on this

report, a MEAS team will do a more thorough evaluation from a neutral perspective. Results from

the MEAS evaluation will be used to inform the project ICT strategy about which applications should

be scaled up, along with specific plans and activities to be used toward scale-up.

Target year 3

Incorporate plans into the ICT strategy for scaling up applications selected through a MEAS

led evaluation.

Task 2.2: Development of user-friendly ICT tools and applications to

increase access and utilization of extension services by farmers

Activity 2.2.1: Continuation of Agro Knowledge Bank Portal development

In Year 2, mPower developed an Agro Knowledge Bank Portal which contains seed-to-seed

information related to the projects six prioritized value chains plus rice and potato. Information is

categorized under 12 headings including seed, pest control, soil management, and harvesting. The


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knowledge bank is now being field tested with 10 AICCentrepreneurs who are using the content from

the knowledge bank to support their clients. Field testing results will be used to evaluate factors such

as(a) impact on farmers, (b) usability, (c) impact on extension agents, and (d) sustainability

During the first quarter of Year-3, field testing results will be reviewed and a decision will be made toeitherscale-up, or discontinue, ormodify and re-test.

If a decision is made to scale-up, mPower will:

Broaden the users of the application to include extension agents and FPG ICT leaders.

Establish a semi-permanent validation body containing experts from research institutions,

DAE, AIS and other organizations who will periodically review and validate portal content

Incorporate content for fisheries and livestock management

Develop and release a mobile version of the Knowledge Bank to encourage usage by a wideraudience

Develop the capacity of the DAE ICT cell to eventually host and maintain the Agro

Knowledge Bank Portal

Targets Year 3:

Complete first phase of field testing

Form a validation body

Incorporate content for fisheries and livestock management

Knowledge bank open and accessible for public use

Activity 2.2.2: ICT-based Reporting and Data Analytics for SAAOs

Under this activity mPower developed the following applications during Year 2:

Field Challenge ApplicationField logwhich allows SAAOs to enter data, such as services provided

or problems encountered, directly into a digital daily diary.

Crop StatisticsSmartphone-based Applicationthat allows SAAOs to collect statistics of crop

acreage in their particular block.

SAAO Scheduling Applicationwhich automates the SAAOs weekly scheduling process. The

application allows SAAOs to distribute their schedule via smartphone to farmers and others

All three apps are currently undergoing field testing. The objectives of the field testing are to


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- Determine SAAOs receptiveness to using the apps

- Determine feasibility at the field level

- Determine SAAO capacity level to use the apps

- Gain initial buy-in from DAE

During Year 3, the initial round of field testing will be completed and the results shared with DAE

managers, who will then make a determination as to whether the apps should be scaled up, modified

and re-tested or discontinued.

Targets Year 3:

Obtain DAE buy-in and agreement to pilot the app with a larger group of 50 extension agents

Link the SAAO scheduling application into the SMS gateway (see Activity 2.2.4) to enable

SAAOs to send their schedule FPGs

Activity 2.2.3: Farmer Query System

During Year-2 mPower developed the Farmer Query System (FQS) which connects farmers to ag

experts through a smartphone based mobile application. To facilitate field testing, mPower has

teamed up with a private agricultural call center run by MIAKI Co. Agricultural specialists working out

of MIAKIs call center provide recommendations to queries that are routed to them by the FQS.

Field testing will be completed by the second quarter of Year-3. If a decision is made to scale-up after

initial field testing, mPower will:

Broaden system capacity by routing a portion of the queries to AIS Krishi call center

Establish a permanent mechanism for quality control and validation of the query responses

that are provided through the system

Expand the system to include responses to queries related to fish and livestock production

Initiate a second round of field testing with an expanded user group of 300 SAAO/ICT

leader/AICC entrepreneurs

Targets Year 3 (assuming scale-up):

Begin routing queries to AIS Krishi call center

Establish a quality control and validation mechanism for query responses


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Add capacity to respond to fish and livestock queries

Scale up farmer query system with 300 SAAO/ICT leader/AICC

Activity 2.2.4: Targeted SMS and Voice Messaging to Farmers and Extension Agents

In year-2 mPower procured an SMS and IVR gateway and mPower is currently working to obtain a

short code from the Bangladesh Telecommunication Regulatory Authority (BTRA) in order to send

mass SMS and automated calls to farmers. Once the code is granted, the gateway will be used to

provide the message dispatch functionality required by the Farmer Query, SAAO Scheduling and

Weather Management applications.

Target Year 3:

Obtain short code and begin using the gateway to provide the message dispatch functionality

required by the Farmer Query, SAAO Scheduling and Weather Management applications

Activity 2.2.5: Decision Support System (DSS) for Extension Agents

Under this activity during Year 2 mPower began developing several ICT apps which will aid extension

agents and FPG ICT leaders in providing on demand information to farmers on various production

aspects within the product cycle. With the exception of the Fertilizer Recommendation app, all of the

apps described in this section are currently being field tested to determine potential for scale-up. A

brief description and plans for each for Year 3 are provided below.

Problem diagnostics applications for selected crops This is an imaged-based mobile application to

aid the user in troubleshooting crop pest and disease. The apps assist the user in diagnosing the

problem and then provide curative and preventive measures.

In Year-3 mPower will expand the app to cover jute, chili and mung bean value chains

The project has a target of 200 extension agents using the system to provide better extension

services

Problem diagnostics applications for fish farming This is a mobile-based diagnostic app for fish

farming which troubleshoots problems in aquaculture systems

In Year -3, mPower aims to expand field testing to 20 FAs and 10 LSPs /Private Extension

agents


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Problem diagnostics applications for beef and dairy cows This is a mobile app to track health

information of beef and dairy cattle. This application notifies users of required vaccinations, monitors

abnormal health activities and a veterinarian sitting remotely can assist an onsite LSP in providing

treatment.

In Year-3, pilot this application in 10 Upazila with LSP/VFA

Seed selection applicationsAn SAAO typically has to support a variety of crops in his or her assigned

block. And each crop has multiple seed varieties available in the market. This smartphone-based

application assists the SAAOs in obtaining the latest seed information based on a farmers land and

soil type for the different varieties that they might encounter. Using the information, the SAAO can

then make an informed recommendation regarding the appropriate variety to cultivate.

In Year-3, include private seed varieties in the application

Expand application field testing to 100 SAAOs

Fertilizer recommendation application (based on SRDI guideline)Based on mPowers initial ICT

assessment report, application of proper fertilizer dosage is a major problem as SAAOs often do not

have access to the right information in order to make suitable calculations. SRDI has a web-based

fertilizer recommendation application that they developed, but as SAAOs dont typically have access

to computers, it is largely unused in the field. To address the problem, mPower is proposing to adapt

SRDIs web-based service to a mobile-based application to increase accessibility. The project has had

several meetings with SRDI, but collaboration is contingent on signing of an agreement between the

two parties. SRDI, while showing keen interest in the app, has been slow to respond to requests to

keep the process moving forward.

In Year-3, obtain a signed agreement with SRDI

Develop and field test mobile based fertilizer application

Application to capture basic information on SAAO catchment areaSAAOs develop significant

knowledge of their assigned working area, but it is often lost when the agent is transferred to

another post. This application is designed to capture basic information on the SAAOs assigned

catchment area and store it on a central server where it can be retrieved when needed.

In Year-3, scale up testing with 100 SAAOs


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The proposed applications under this activity will follow the rapid prototyping approach that is part

of the project ICT strategy. Final determinations regarding which applications to prototype will be

made based on consultations with relevant stakeholders, including DAE, DoF, DoL, AIS and project

producer groups.

Target Year 3:

See targets listed for each individual application listed above

Activity 2.2.6: Multimedia phone content for farmers, extension agents and ag input sellers

This activity will include the development of short audio-visual content for farmers that can be

transferred to multimedia phones and disseminated from rural hubs such as AICCs, UICs, farmer

clubs, mobile top up and repair shops, etc. Infomediaries at these hubs will be trained to store and

transfer the videos either through cable or through Bluetooth. The project, through mPower, will

produce initial A/V content and then field-test distribution at selected hubs in order to assess

interest, usability and potential applications.

An initial multimedia video was developed in Year 2 on preparation of urea molasses straw (UMS) for

beef fattening. In Year 3 mPower will produce a total of 20 videos focusing on the 5 recommended

improved practices for the projects six prioritized value chains. In order to promote the videos, the

project will sponsor an Ag Video Road Show in which AICC infomediaries travel to neighboring

villages to show the videos using a multimedia projector and demonstrate how to obtain and view

them using a mobile phone.

Target Year 3:

Twenty (20) short A/V clips developed and then distributed at pilot-scale from selected hubs

Videos demonstrated to 200 FPGs


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Component 3: Strengthen capacity of agricultural extension service agents

(public and private) to proactively respond to the needs of smallholder

farmers

The project will work with extension service providers, both public and private, to increase their

capacity to respond to the expressed and strategic needs of smallholder farmers, especially women,

who will be empowered to request information, skills and technologies around specific value-chain

products. Project beneficiaries under this component over the LOP will include approximately 1,440

agricultural extension workers from the public and private sectors who will receive training and

participate in capacity-building activities aimed at strengthening their ability to effectively deliver

extension services.

Task 3.1: Increase soft skills and technical capacity of public-sector

agricultural extension agents in providing extension services

Activity 3.1.1: Public Extension Agent soft skills and technical knowledge capacity building

This activity will target the pool of public extension agents at DAE, DLS and DoF identified as part of

Activity 1.2.4 that are responsible for providing extension services to Ag Extension Project FPGs.

Building on initial discussions and inquiries conducted over the course of Year 2, the project will

conduct an updated needs assessment in coordination with authorities at DAE, DLS and DoF to

identify soft skills and technical capacity-building needs for selected extension agents at these three

agencies going into Year 3. The needs assessment will also identify areas covered during Year 2 where

refresher training or other reinforcement may be necessary. Anticipated topics include:

Training and information-sharing on the 5 recommended improved practices identified for

each of the projects six VC crops / products; this will enable the government extension field

agent (SAAO/VFA/FFA) to provide targeted extension services to project FPGs in accordance

with the FPGs established Action Plan

Use of ICT tools (see Task 3.3)

How to reach and interact with target farmer groups (facilitation skills);

Communications skills appropriate for women and the less educated;


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Incorporation of gender and diversity aspects into extension activities; and

Formation, governance and leadership of smallholder producer groups

After completion of the updated needs assessment, an event schedule will be developed and shared

with the concerned extension agent beneficiaries. The Ag Extension Project will facilitate the required

departmental authorizations for GOB staff participation within the respective government agency as

required.

In accordance with the Ag Extension Project PMEP, training will reflect a planned, structured

curriculum designed to strengthen capacities with the expectation that the training recipient will

acquire new knowledge or skills that he or she can translate into action. The project implements a

number of quality control/quality assurance measures for all training events including a pre- and

post-evaluation for participants to verify learning and retention; completion of training event quality

assessments by project staff; reporting and evaluation of training assessment findings; and post-

training follow-up of a subset of training participants.

Target Year 3:

800 extension agents have participated in soft skills or technical training or other capacity-

building activities that they have identified through a TNA

Activity 3.1.2 Collaboration with the Agriculture Information Service (AIS)

The Ag Extension Project and AIS will collaborate on several activities in Year-3 that are designed to

strengthen AIS and increase their capacity to disseminate key agricultural information in a timely and

efficient manner. Activities will be implemented under an MoU between the two parties. An activity

plan will be developed during the first quarter based on mutually-agreed upon priorities and will

potentially include:

training for AICC infomediaries assistance in developing content for AIS-sponsored community radio stations

support to AIS KrishiCall Center, including development of content and training of call center

staff

validation of content in the projects Agro Knowledge Portal by AIS agricultural experts


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Target Year 3:

Activity plan developed

Completion of at least 3 joint activities identified in the plan

Task 3.2: Increase or de

year 3 aip - oct 12 draft

Documents