Challenging Perspectives is EWB Canada’s annual holiday campaign to combine fundraising and outreach. You can also read my Perspective below here and make a donation. Click here to browse some of the other perspectives.
When I first came to Ghana in March 2010, I lived with a host family in a village called Zuo. The head of the family is a farmer named Salifo. He is more educated than most of his neighbours. He can read and write in English and do simple math. He is a teacher at the local kindergarten, a community health volunteer, and helps run the local shea butter soap production group.
But when it comes to farming, Salifo doesn’t do well. One day last summer, I sat down with him to analyze his farm from the previous year. He’d grown 3 main crops: maize, rice and groundnuts. I asked him how much money he’d spent on growing these crops. From his memory, he listed out precise figures of his investments in seed, fertilizer, tractor services and labour. I wrote each number down under the corresponding crop. Next, I asked him how many bags he’d harvested from each crop, and the price he’d sold them for. Again, he listed the numbers from memory, and I wrote them all down. Finally, we arrived at the crucial step, the one he’d been avoiding: calculating his profit.
In total, Salifo had lost 501GhC (about $375) on his farm that season. And that doesn’t include his own time and labour.
Why did Salifo lose so much money? There are three contributing problems:
- His farming skills and knowledge are poor. Salifo may be an educated man, but he doesn’t know how to get the most out of his farm. He needs to learn about the basic techniques that will improve his productivity: use improved seed, plant in rows, apply the right fertilizer at the right time, and respond quickly and appropriately to pests and disease.
- He doesn’t have a business mindset. Salifo is so many things, as I mentioned: a teacher, a community health worker, a volunteer, and a farmer. But he is not a business man, at least when it comes to his farm. He needs to learn some basic business skills: record-keeping, marketing, profit calculations and decision-making.
- He can’t control nature. Alright, this one isn’t his fault. He lives in an area with poor soil fertility and unreliable rains. But this means his risk management skills need to be even better – he cannot rely on his rain-fed farm to sustain his family.
This is a tragedy. Thousands, if not millions of farmers in Ghana are suffering from these same skill deficiencies. But there is a solution: effective agricultural extension services.
In order to profit from their farms, farmers need at least 2 things: 1) information on how to farm, and 2) business skills. Agricultural extension provides both of these things. (They also need input and output markets; see EWB’s Agricultural Markets team’s work for more!)
Traditionally, the government has hired Agricultural Extension Agents (AEAs) who go out to the villages to teach farmers about new technologies and practices. However, with new Information Communication Technologies (ICT) such as video and mobile phones, there is room for innovative new solutions to increase the reach and impact of extension services to farmers.
Ultimately, effective extension services come down to farmer behaviour change. This is an area where EWB has both experience and expertise. Drawing on our history of success with the Agriculture As a Business tool, we are developing new tools and approaches to improve technology adoption and behaviour change in farmers using innovative new technologies. Check out some examples here and here.
I know many of you have supported my work in the past. I sincerely thank you for that – your donation has made a difference! I have personally stepped up my commitment to the cause this year by becoming the Manager of EWB’s Public Sector Agriculture team in Ghana. I am asking you to also step up your commitment by contributing this year to my fundraising campaign!
Your donation to EWB will allow us to keep exploring and developing these tools to help farmers like Salifo to make a profitable living from their farms. I personally believe that we are making an impact through our work, from the farm right up to the policy-makers. But we need your donation to keep it up! Whether $5, $50 or $500, your donation will make a difference.
To make a donation, please visit my Perspectives page here.
Thank you all for your support – past, present and future!
Ben put up his second post in the Strategy Development series yesterday. It’s a long one, but very interesting if you like start-ups, frameworks, strategy, or just cool new ideas! I suggest you head over to The Borrowed Bicycle and take a gander. And once again, we’re looking for TONS of feedback on this stuff – does it jive? What do you like or dislike about it? What are we doing well, and what are we totally forgetting about? Please leave your comments over there, it will be an immense help to us!! Thanks!
Once again, the link is http://theborrowedbicycle.ca/2011/04/customer-development-and-our-strategy-process/. Enjoy!
I’m writing this post to introduce a new concept we want to try over here at EWB. I’ve been hanging out in the “international development/aid online community” for a while now and while it’s fun to chat, I’d actually like to put this community to work! (And yes, family, friends and colleagues, I want you to help me out too!) One of the favourite conversation topics is poorly designed development projects. While it’s fun to bash these projects, it’s harder to design good ones. I’d like to use this opportunity to seek out feedback on our team’s next move in public sector agricultural development.
This is an experiment! The plan is to outline our team’s strategy development process and the various investment opportunities we have, then seek external feedback on where we can invest and how we can play a bigger role in the agric sector. I have no idea if this experiment will work out, but I think it will be interesting to try! In order to work, it relies on a few success factors:
- lots of readers – so please share widely so we can ask for widespread feedback!
- feedback from within and outside the sector – if you know people in the agric development sector, send them this way. If you know smart people who would just be interested in providing feedback, please also send them this way!
- sustained readership – unfortunately there is a lot of info, so it’ll be going up in a series of posts – you gotta keep reading to get to the meat! We’ll see whether people can hang in this long.
- understandable posts – we’re looking for feedback on whether you have any idea what we’re talking about… so let us know!
As I wrote in a previous post, our team is currently undergoing a rigorous strategy development process. Thanks to Ben‘s personal interest in the tech start-up world, we’re trying something very new: applying start-up business principles to our strategy development. For a bit of background on why we’re applying these principles, see Ben’s earlier post, Tech start-ups and human development: different worlds?. Ben will introduce you to the tech-world language, but it basically advocates a Searcher rather than a Planner mentality – figuring out what people want before scaling it to a broad level.
Ben will be writing a series of blog posts in the next few weeks describing our process, model and some of the initiatives we’re looking to invest in. I’ll post links here on my blog, but please comment over on his blog – we’re hoping to get tons of feedback and discussions going!
So, without further ado, I will guide you to the first post over on Ben’s blog: Strategy Development in Small-meal-sized Chunks. Enjoy!
Yesterday I had the chance to meet up with Mustapha, my colleague at MoFA and one of our star field extension agents. He has just returned from a trip to Canada, where EWB (with CIDA’s support) brought 18 of our African partners to participate in our annual National Conference in Toronto. In addition to attending the conference, the African delegates were set up with placements related to their field of work. Mustapha had the chance to visit the University of Guelph’s agricultural college, OMAFRA and Agricorp, as well as an organic dairy farm and a commercial pig farm. These were all really valuable opportunities for him to expand his knowledge of farming and learn about new perspectives and practices. He was like a sponge, soaking it all up. And he had a great time!
But one story he told me has me a bit troubled. On one of his placements, he had the chance to meet with a group of local religious leaders (or “elders”, as he described them). This group wanted Mustapha to tell them what he thought was needed to improve the livelihoods of Ghanaian farmers. Mustapha mentioned inputs like seed and fertilizer, and also shared the fact that many of his colleagues are trying to do their jobs without adequate transportation (motorbikes). He talked about the need for credit in order to grow an agribusiness, even at a small scale.
I guess they were impressed because upon leaving the community, Mustapha was presented with an envelope containing $500. He was told that this money was to “help his farmers” in whatever way he saw fit. “If you do well, there will be more where that came from.”
When he reached my office yesterday, Mustapha was obsessed with finding the right use for this money. Should he use it to buy fertilizer and give it out on credit to his farmers? Should he use it to promote vegetable production? What about giving it as a loan to a women’s group he works with? He was throwing out ideas and asking for my opinion, stating, “I need to report back to the people in Canada this week on how I’m going to use the money!”
And there it was. Mustapha was under pressure to report back to his donor. It was taking him away from his real job, which at this time should be reconnecting with the farmers in his operational area, whom he hasn’t seen in over a month, and preparing a presentation to share what he learned in Canada with his colleagues in Ghana. He wasn’t taking the time to investigate the opportunities, to find the best use for this money – instead, he had to find a quick way to spend it so he could report back. He wanted the funding to continue, so he needed to find a good use right away to reassure the donor he knew what he was doing. Even though using this funding represented only a fraction of the work Mustapha has on his plate, it was taking up all his time.
On top of that, Mustapha was at a loss as to how to actually give out the money – after all, an extension agent doesn’t usually have a lot of extra cash, so people would ask questions. He asked me whether EWB would be able to disburse it to farmers. I gently reminded him that we never give funding to our partners or the farmers we work with, as it erodes our trust relationships and changes the nature of our interactions. This is one of the core principles of the Agriculture As a Business program: farmers must choose to undergo the training knowing that there is no funding coming at the end.
Now, I know these people mean well. They want to do something, anything, to help the poor farmers of Ghana. They want to make sure their money is going to good use, not being eaten up by administrative costs or corruption. And they want to have a direct connection to the impact of their donation (a common sentiment and the reason sponsor-a-child campaigns are so effective). I’m sure they don’t realize the constraints they’ve now placed on Mustapha and his work.
But Mustapha is now a one-man aid organization. He is in the position of accepting a donation, figuring out how to use it for good, organizing all the logistics to make sure the recipients of the aid benefit from it, and reporting back to the donor. All while keeping up his real job as an employee of the Ministry of Agriculture (though the donor doesn’t care so much about that part, they’re not funding it).
This is a microcosm of the donor-recipient relationship. Rather than simply getting funds to go ahead and do their jobs, local NGO and government workers are under severe pressure to report back to donors for any funding received. This takes up an inordinate amount of their time and attention and can result in a decline in the quality of their real work in the field. I have now seen firsthand, from a friend and colleague, how donor funding can distort priorities and reduce the effectiveness of an otherwise excellent civil servant.
As I near the 1-year mark of my work in Ghana with EWB, I’d like to reflect back on what has happened over the last year. We embark on these jobs and journeys with the hope of making the world a better place, of somehow contributing to “international development”. However, I’m forced to acknowledge that it’s unlikely that anything I’ve done in the past year has directly improved the lives of poor Ghanaians, and that is a bitter pill to swallow.
I know, that sounds really negative. But believe me, it’s not all bad! There are different types of impact we can have – from short-term, direct and focused to long-term, indirect and widespread. My direct impact this year was limited, but I’ve had impact in other ways. So please bear with me as I get to the end of this post – there is a happy ending!
2010 was a rough year for our team, alternately known as Team MoFA, Rural Agriculture Ghana or Agribusiness Ghana (we still don’t seem to have settled on a universal name). When I arrived last March, the team was undergoing a rocky Team Leader transition, which inevitably led to a short dip in team productivity. Unfortunately, we weren’t able to fully recover from the dip, and the new Team Leader stepped down in January, leaving a vacant place at the head of our team. We also went from being a 9-person team, when I arrived in March, to the current 4-person team – a huge loss of resources. Most of this was just due to people’s contracts being up and not enough new volunteers to fill their places, but it will still take some time to rebuild our numbers.
In terms of strategy, we haven’t seen as much success as we hoped with the Agriculture As a Business program (for more details on the challenges, please see my previous post). The political and systemic barriers in the Ministry of Agriculture are too imposing to lead a significant change in extension from the ground up, and we’ve been unable to influence the right people at the top. Volunteers in districts were getting demotivated by barriers that were out of their control, and all the high-level talk about mobilizing farmer groups didn’t materialize into any concrete changes in the sector (policies, funding, etc.)
We had an amazing group of Junior Fellows (students) from EWB join us in the summer, but they experienced many of the same challenges. They achieved a few fabulous short-term successes, yet on the whole were unable to institutionalize the Agriculture As a Business program in any of their Ministry of Agriculture district offices. We concluded that our current pathway for scaling the Agriculture As a Business program was ineffective and decided to reallocate resources to address district management challenges. A few Professional Fellows experimented in this domain, with varying degrees of success in individual initiatives, such as improving staff meetings, management styles, collecting feedback and time management strategies. But none of these initiatives promised the transformational change that we want to see in the way the Ministry of Agriculture is run from the top.
The one successful initiative I participated in this year was the DDA (District Director of Agriculture) Fellowship, a management and leadership program. It was a success in the sense that all the DDAs loved it, and tried to apply what they learned in the management of their districts. However, it’s really tricky to know whether this has trickled down to the extension staff and actually improved the work they’re doing in the field, with farmers. This is definitely more of a long-term change, a culture shift that will gradually result in improved staff performance. But evaluating these types of programs is really tricky, and attribution is very difficult, so… who knows??
The only direct impact I’ve probably had on poor Ghanaian farmers is through my personal interactions with my host family and friends in the village. I’ve treasured these interactions and really tried to be a good role model and influence. However, I’ve been hesitant to provide any form of material aid, beyond a few Christmas presents that I brought back from Canada, for fear that it will change the nature of our relationship. I did support the local women’s shea butter production group by buying 200 bars of soap to take back to Canada (it’s great stuff!), so I guess that cash injection probably made a small difference. But is that really the type of work I came here to do? No…
A few things I’ve learned in the past year:
- As much as we talk about effective program design, its often the operational capacity of an organization that is the bottleneck to achieving success: it’s amazing how much time and energy can be spent on just making a team function. I have great admiration for excellent managers, admin and support staff who, if they’re doing their job well, you don’t even really notice in your day-to-day work.
- It is unrealistic to achieve widespread impact in 1 year: we need to break 1-year placements down into specific “learning” or “doing” chunks so volunteers realize they’ve contributed something meaningful. For example, if we’re trying to make a big change in technology adoption through agricultural extension, a 1-year volunteer should have a mandate such as “learn about tech adoption techniques outside of the public sector in Ghana” or “pilot one new tech adoption approach with extension agents in your district and prepare a report with your recommendations for the team strategy going forward”. If they hit on a genius idea, great – we’ll scale it! (if there’s a scaling mechanism). If it doesn’t work, also great! share your learning and how we should change our approach in the next iteration of the strategy.
- Effective interventions (or inventions) only matter if there is a way to scale them (or sell them): you might have the greatest idea in the world, but it doesn’t matter if no one sees it. Transformative change needs to reach scale, one way or another!
- Perspective matters: even if you DO know what needs to be done, on the ground, to make a significant improvement to the lives of those living in poverty, you need to find a way of framing it so that it matters to those making the change, from the bottom (field staff) to the top (policy-makers). Just providing evidence to support your case is not enough; you must account for political, historical and social implications as well.
- Field realities are valued: EWB gets a lot of street cred for being “in the field” or “on the ground”, working in districts (not the most glamourous of job locations). We need to find better channels for sharing these field realities with those higher up the chain of command. (Suggestions?)
- Opportunity cost: there will always be more opportunities than you can take advantage of, the hard part is gambling on which opportunities will be most worth your time in the end.
- BONUS EWB lesson: it’s ok to fail, as long as you LEARN and CHANGE as a result! (check out http://admittingfailure.com for EWB’s recent initiative on encouraging learning from failure in the NGO world)
Now, as we peer out at 2011 with a couple months already in our pocket, our team is forced to admit that we’re not achieving as much as we’d like. While we can’t categorize the Agriculture As a Business program as a failure, since it IS an effective tool for building farmer groups and developing business skills, it’s not quite a success either, since we can’t get the Ministry of Agriculture to adopt it at the scale needed to achieve widespread change.
There has been a lot of talk about failure recently, and encouragement for NGOs to admit failure when it happens. But this is a clear example where the situation is not black or white, failure or success – but rather grey. In our team’s collective experience in Ghana, a lot of other NGOs/projects at this point would keep lauding their programs as successes and putting more and more resources into them. Instead, we want to acknowledge our lukewarm progress and shift to where we can have white hot results instead. It’s frustrating for our staff to keep banging our heads against the wall in a program that’s going against the flow of the current agricultural sector trends. We’re not giving up on this program; but until the stars align to facilitate the widespread changes that are needed (district autonomy, decentralization, performance incentives, etc.) it is more effective for us to invest our energy in other places.
We’ve now been working with districts in the Ministry of Agriculture in Ghana for 6 years. We’ve met a lot of key players, we understand the system, we’ve seen lots of challenges and we’ve built strong relationships. We’ve tried a few things, with varying degrees of success, but nowhere near the scale of change we want to create. Now we have a bunch of cool ideas, but we have no idea which one is going to work. In the spirit of complexity, we’re not going to throw all our eggs in one basket; instead, we’re going to explore the change potential of a number of different initiatives and gauge the reaction of those in the Ministry of Agriculture and in the wider agricultural development sector. I’ll be blogging more about this strategy development process as it unfolds, so you can all follow along with me!
Back to that bitter pill: my underwhelming personal success. Is this the kind of year I wanted? Of course not. Has it been a waste of time? Heeeellllll NO! I have learned SO much valuable information over the past year that will allow me to position myself to create the change I want in the coming 2 years.
You might think I’m demotivated. That I’m frustrated by the pace of change and our inability to see any real impact. That I’m ready to throw in the towel and truck back home to an easier job in Canada. But you’d be wrong! Strangely enough, I’m more motivated than ever! Something about being faced with so many challenges at once has really sparked a fire in me. I’m excited to drive the team in new directions, to get us excited about what’s next and to build ourselves up into an impactful, influential team of agric superstars! Seeing the passion and dedication of my fellow teammates has forced me to find renewed resources of energy in myself. I can’t wait to see where we go next.
“What does poverty reduction look like? How should it be done? What’s an engineer’s role? You likely have a perspective. So do the people creating pages on this site. They want to challenge your perspective by sharing theirs. They believe in EWB’s systemic approach to addressing the root causes of poverty. Intrigued? Read their perspectives. And if you suddenly see things a little differently, make a donation to EWB.”
This year, EWB is trying a new type of holiday campaign. Instead of focusing solely on donations, they’re challenging peoples’ perspectives. Each EWB member is encouraged to write their perspective and post it online to get people thinking critically about development. If you agree with the perspectives, you are encouraged to donate to EWB.
I’ve written my own perspective and posted it here. I’m also posting it below. Please read it with a critical eye and think about your own opinion. If you agree with me and want to support my work, please visit the donation page here. Even if you can’t donate, please leave a comment and share your own perspective!
Thanks for reading!
It’s 6am in Tamale, Ghana. I’m sitting at the picnic table in my living room, typing on my laptop while the morning prayers from the adjacent mosque blare through my windows. The sounds of roosters and the smells of morning cooking also waft in. It’s familiar and comfortable. It’s part of life in Ghana, a country built on agriculture.
Engineers Without Borders Canada has been working in Ghana for over 5 years with the Ministry of Food and Agriculture. We believe that the 80% of Ghanaians who are rural farmers can move from subsistence to prosperity.
But the Ministry of Food and Agriculture is a difficult place to work. Funds are insufficient and usually released late, staff is unmotivated, and ownership over problems and successes is low. There is a strong desire to help farmers, but few resources to do so.
Over the past year I’ve had the privilege of leading the DDA Fellowship, a program for District Directors in the Ministry. These Directors lead their field staff to deliver extension services to farmers such as technical support, market information and business training.
The Fellowship brought together eight strong Directors to create an environment of sharing and collective problem-solving, as well as offering management and leadership training. The goal of the Fellowship was to create a strong network of district “Change Champions” that will start taking control of the problems they face in their districts and improving the services offered to farmers.
Last year I participated in EWB’s World of Opportunity campaign. Thanks to so many generous donors, I raised over $6000. This amount is huge for a single fundraiser, but looks small in contrast to EWB’s overall budget. However, this amount allowed us to run important programs like the DDA Fellowship, for which the entire budget was about $3500.
My perspective: your donation makes a real difference.
Dickson Ankuga is the Director for Bunkpurugu-Yunyoo district, a remote district in the Northern Region of Ghana. Dickson is one of the DDAs who took part in EWB’s DDA Fellowship. Over the past 6 months, Dickson has taken control of one of the biggest problems in his district: fertilizer availability. The idea was born during a DDA Fellowship session on learning from data. Using data collection and analysis, Dickson is tracking the supply and demand of fertilizer and noting when shortages occur. With this information in hand, he will be able to get ahead of next year’s shortages by ensuring stock is in place before the demand skyrockets. This will mean that farmers can buy fertilizer when they need it, bumping up their yields and greatly improving district food production.
I’ve been working with EWB in Ghana for 9 months now. Over that time, I’ve seen incredible growth in our team’s strategy, as well as strong results. We’ve worked with Agricultural Colleges to build entrepreneurship into the curriculum. Our short-term volunteers spread out across northern Ghana this summer to implement Agriculture As a Business training for rural farmers. And through it all, we’ve learned from our successes and failures about what works and what doesn’t so that we can continue to improve. None of this would be possible without your support.
I’m here because I believe change is possible. I believe this work matters and I believe that EWB is making a difference. The world of international development is messy, but we are delivering innovative solutions to complex problems and changing the way people think about development. That is why I’ve committed to working for an additional 2 years with EWB in Ghana.
But I need your help. Building strong district leaders is just one example of how EWB uses your donations. In this year’s Challenging Perspectives campaign, all of the funds raised will be channeled to our work in Africa.
So if you believe in supporting organizations that use money wisely, learn from experience, have the ability to work with both farmers and funders, and invest in African leadership, please consider making a donation to EWB. From my perspective here in Ghana, I see the impact of your donations every day.
Click here to donate to EWB’s work in Africa.
Thank you all for your support – past, present and future!
This is a bit of a monster post, sorry! But I haven’t posted for a few weeks (which was how long it me took to write this whopper) so I hope you’ll forgive me. I’m especially looking for lots of comments, questions and feedback on this one. So find a quiet space, a few minutes, and dive in!
Update: quick acronym check!
EWB = Engineers Without Borders Canada (the organization I’m working for)
AAB = Agriculture As a Business (the tool EWB has developed)
MoFA = Ministry of Food and Agriculture (Ghanaian government)
AEA = Agricultural Extension Agent (the field staff for MoFA)
FBO = Farmer-Based Organization (a group of farmers who work together, like a co-op)
The main product of EWB’s last few years of work with MoFA is the Agriculture As a Business curriculum. As I mentioned in a previous post, AAB is a field tool for AEAs (Agricultural Extension Agents) to help them to develop stronger, more business-minded FBOs (farmer-based organizations). The AEA takes the tool to the field and, over the course of 10 meetings with the FBO, builds the group’s capacity to run their farms as businesses. The tool consists of 10 laminated cards containing facilitation questions, tips, stories and photos to lead the AEA through the following topics:
- Group Strengths to build a vision for the group;
- Group Meetings for the group to hold regular meetings to discuss and solve issues;
- Group Finances so the group is regularly contributing dues and their group savings;
- Group Project so the group designs an agriculture project they will do together;
- Group Marketing so the group accesses markets together (e.g. buy or sell together);
- Market Planning for the group to analyze and decide on a profitable market;
- Business Plan for the group to plan the expenses and expected income of their project;
- Record-keeping so the group is recoding actual expenses and income to later analyze profit;
- Loan Preparedness to ensure the group can manage credit successfully to repay;
- Business Evaluation to calculate profit from the group project, and decide how to increase profit next year.
Building strong FBOs is a big trend in agricultural development these days. For one thing, it’s easier for businesses and extension agents to reach all farmers if they’re organized into groups. For another, FBOs are more likely to undertake semi-commercial or commercial farming, which contributes more productively to national food security – another big concern. Finally, NGOs and donor projects love to work with FBOs because they can reach more farmers and count them as beneficiaries of their projects. All in all, there’s a big push for districts right now to build lots of strong FBOs.
Aside from the “trendiness” of FBOs, farmers can actually gain huge benefits by working together in a group. First, farmers are more likely to share their problems and solutions with each other in an atmosphere of collective knowledge and learning. Second, farmers can do many things more effectively as a group, like buy inputs or market their produce in bulk. In particular, they can save tons of money on transportation costs when getting goods to and from the farm and market. Third, it’s way easier to get credit for an investment to expand your farm business if you apply as a group. Banks are way more comfortable giving a loan to a group, where members can hold each other accountable for repayment, than to an individual farmer. Fourth, illiterate farmers can reap huge benefits by banding together with a literate friend who can read, write and keep records for the group. Finally, as I mentioned above, groups are far more likely to get regular visits from an AEA than individual farmers, simply due to time constraints and the number of farmers each AEA is responsible for (which is around 3000).
The AAB curriculum addresses all of these benefits and encourages the group to take advantage of them. AAB starts by building the strength of the FBO itself, encouraging members to meet regularly and contribute dues to their bank account. Then it moves on to the more technical business training, including budgeting, planning, marketing and record-keeping. Throughout the program, the AEA is seen as a “facilitator” rather than a “trainer” – the group is encouraged to discuss issues and come to their own conclusions. There is no “right answer” that the AEA is leading the group towards; rather, the group is in charge of making a plan that best suits their strengths and weaknesses.
Each card takes the group through what is called the “Action-Learning Cycle”:
- Reflection on a story, proverb or photo about the topic.
- Analysis of the topic. ie. What is the benefit of keeping good records?
- Planning based on the group’s analysis. ie. who will keep the records, what will be recorded, where will the records book be kept
- Actions to carry out the plan.
This process allows the group members to engage with the topic and internalize the learning through taking immediate action.
So, AAB is awesome. Right?
There are still 3 main issues that our team is grappling with around AAB: Quality, Sustainability and Scale. I’ll tell you a bit about each one.
One of the biggest concerns of most EWB volunteers who are implementing AAB in a district is quality. Are field staff using the tool correctly? Are they giving the group enough time to answer questions and create plans? Are the group members really getting the concepts, and are they going to change their behaviour as a result? These are all important questions if we truly want to have impact with this tool. Unfortunately, it’s difficult to ensure quality at any level. The MoFA field staff all have varying capacities: some are master facilitators, while others can barely read English. It also depends on their motivation and desire to help their farmers. Are they carrying out the activities because someone told them they’d be docked pay if they didn’t, or do they truly see the value in the program and want their farmers to get the most out of it? Usually the answer is somewhere in the middle. EWB can’t go to the field with every single AEA to every single AAB meeting; if that was our plan, we should just be implementing the program on our own. Instead, we have to face a certain loss of quality when we hand the program over to MoFA and believe that they can continue to understand and improve the program.
That said, while the team has temporarily put a hold on changing any of the content in the tool, the quality can still be improved. Would this question on this card be more impactful if we asked it a different way? What if we rearrange the order of the cards? Should we bring outside actors in to meet the group, such as banks and input suppliers, or rely on them to take initiative? What if we added a card on Managing Assets, or Value Chains? The quality of the tool itself has reached a point where it’s “good enough” – we are willing to spread it widely and believe it will have good results – but there is always room for improvement.
The second biggest challenge of AAB is sustainability. Right now we are concerned with sustainability on a district-by-district level. Most NGO projects will come into a district, use field staff to implement a project, then finish the project and get out, hoping the impact has taken place. But EWB wants the AAB tool to be used in the long-term by district staff, even after we leave. This requires a fundamental shift in the way districts normally interact with NGOs. We are trying to get district staff to take over the AAB program themselves, filling the role of the EWB volunteer to support the tool.
At first, we tried to attain sustainability by simply leaving the district and seeing whether AAB continued without us. The result was that most districts stopped using AAB after a certain amount of time. Without EWB there to encourage and support the program, districts were unable to sustain AAB. Why was this happening? In some cases, there just wasn’t enough will in the district to sustain AAB. But in other cases, even though the staff wanted to continue the program, they didn’t exactly know how. So EWB volunteers looked objectively at the roles they themselves were playing in the district, and externalized these roles. By clearly articulating what is necessary to support AAB, it makes it easier for the district to take on these roles and sustain the program. There are four main roles:
- Leadership: provide a vision and maintain a focus on FBO development while holding staff accountable
- Scheduling: plan, schedule and set goals with AEAs to achieve their AAB targets
- Backstopping: monitor AEAs in the field, provide useful feedback and invest in their professional development
- Reporting: track AAB progress, collect data on present and past AAB groups and feed back data for AEAs’ learning
Now we are trying to encourage officers in the district to fill all of these roles and hoping it will lead to AAB sustainability in that district. But we are already running into some management and logistical barriers that reach beyond the decision-making power of the district, so we’ll have to wait to see whether this model can be successful!
The final challenge is to build a successful scale model for AAB. At first, the vision was to have a copy of the AAB tool in the hands of every field staff in Ghana. But after some time, it became clear that this approach won’t work. AEAs need proper training and support to successfully implement AAB. The scale-up plan would have to be a bit more realistic. Next, we moved on to the idea that the “principles” behind AAB could be scaled to every district in Ghana. The principles were summed up as the following:
- AEAs are regularly developing groups (beyond formation) – this means letting the group drive their own development by having the group take decisions and act on them;
- AEAs find ways to get the group analyze their farms as businesses (budgeting, marketing, record-keeping, etc.);
- AEA learns about promoting agric as a business and is able to refer to decisions in their regular work.
However, it was difficult to imagine just what this scale-up might look like. We are still working on this at a National level, but don’t yet have enough traction to bring it to every district in Ghana.
Finally, our current sort-of scale-up model is the idea of creating “model districts” that can be learning centres for other districts in Ghana. The vision is to make some districts kick-ass, including a whole host of changes beyond AAB, then get other districts to come and learn from them, thus spreading AAB all over Ghana. This model still has to be really worked out, but this is a great chance for input! What do you think of this idea? What are the strengths, weaknesses, opportunities and threats that we could face? Is this a good way to invest our resources, or should we focus on hitting more districts at once?
The tricky part is that even though the AAB curriculum is finalized (to a certain degree), there are still a lot of improvements to be made. Let’s think of the AAB curriculum as a “product” that EWB has developed. We’ve spent a lot of time doing research and field trials, revising and refining that product. It’s still not perfect, but we think it’s at a stage where it’s “good enough”, meaning that we’re pretty confident that the delivery of this product will benefit farmer groups. We can call this stage “product development”. However, now that our product is finished and we’ve offered it up on the “market” (telling MoFA districts about it), we’re finding something startling: no one wants to buy our product! That is, no one is knocking on our office door asking for AAB (with the exception of one district in the Upper East). So what happened??
Ben has been reading a lot about the idea of “customer development” lately, and thus I’ve been hearing a lot about it. It’s an interesting idea. In a start-up, instead of just doing product development, you have to do customer development. This means taking your product to customers early on, asking them whether or not they would buy it, and if they wouldn’t, what features would make them buy it. It’s an iterative cycle of product and customer development, with the two going hand in hand to provide lots of feedback along the way. By the end, you should have a product with a ready market that is desired by your customer base (or maybe even beyond). What you DON’T want is to CONVINCE your customer that they want to buy your product, or tailor your “sell” to each different customer. This is shooting yourself in the foot, because unless you have time to handhold each customer through the sales process, you won’t be able to sell your product on a wide scale.
This seems to be the case with AAB. Don’t get me wrong, there is definitely excitement around AAB at the district level – my Director can’t stop raving about how important and useful it is for his staff. He’s made it his AEAs’ “number 1 priority because developing strong FBOs is our core MoFA work” (at least until he gets an urgent call from the Regional Director). AEAs rave about how they used to hear the phrase “agriculture as a business” and didn’t know what it meant until EWB put a tool in their hands. Farmers love the interactive meeting style and are dedicated to implementing their projects. The more they use AAB, the more bought-in they become to the impact of the program. But are they willing to “buy” the product? – put their own brains, money, time and other resources toward making it work?
We did consult our customers along the way (MoFA staff and farmers), but I think at a more select level (only the ones that were easy to work with). We handheld every district we’ve worked in so far through the process of adapting AAB, convincing them to take it up, tailoring the program to suit their needs and filling gaps until they were willing to make the commitment themselves. As a result, we have a product that doesn’t have a strong pull from the market, and we find ourselves pushing it instead. (Who is our market anyway, farmers or MoFA? And do market mechanisms really exist in this environment?) If we were a company with profit as our bottom line, we might take one of a few options: keep iterating, put more resources into marketing, or scrap the product. Patent archives are full of great products that never “made it”, even if they’re brilliant. But we’ve seen AAB work, if only AEAs would use it. We’ve put lots of resources, both human and financial, into the program so far over the past 3 years. And really, it hasn’t been that long yet, only a few years; we know real change takes time. But what are the go/no-go criteria for a program like this? How long do we keep refining and marketing our original product? When do we decide to move on to something else, something possibly more (or less) impactful? How (and when) do we take that decision?
So help me out: where should we go from here??