AgroCenta Impact Story

Francis Obirikorang

6 Aug 201904:09

Summary

TLDRIn northern Ghana, the digital platform Agra Center is revolutionizing the lives of small-scale farmers like Joshua Atanga by connecting them directly to large buyers. By bypassing middlemen, farmers can now sell their produce at fair market prices, increasing their income by about 25%. Agra Center's agents visit communities, teaching farmers to use the app, check market prices, and maximize their output. Founded in 2016, the startup has helped nearly 10,000 farmers, significantly improving their livelihoods.

Takeaways

📱 Joshua Atanga, a farmer in Karamaneh, Ghana, has benefited from a digital platform that allows him to sell his produce regularly at fair prices, improving his livelihood.
🌱 The platform is based in Accra and is operated by Agra Center, an Agrotech startup that connects rural farmers with large buyers, taking a commission of up to 30%.
📈 Agra Center's interest in securing the best prices for buyers also benefits small-scale farmers, helping them to increase their income significantly.
👨‍🌾 The startup has assisted nearly 10,000 farmers, enabling them to earn more from their produce through the platform.
📊 Agra Center agents visit villages to educate farmers on using the app to check market prices and to maximize their output.
📈 By teaching farmers about proper post-harvest practices, Agra Center helps them avoid losses and get better market prices.
🏢 The company was founded in 2016 and now operates in 15 communities across 4 regions, with an office in Bolger Tonga for data processing.
📊 The digital platform has increased farmers' income by about 25% by eliminating the need to sell to middlemen, who often undervalue their produce.
💰 Farmers can now sell at fair market prices, which allows them to support their families and reinvest in their farms.
🌐 Joshua Atanga's reliance on the digital platform as a broker is justified by the tangible benefits it brings to his farming business.

Q & A

What is the name of the small community in northern Ghana mentioned in the script?
-The small community in northern Ghana is called Karamaneh.
Who is the farmer from Karamaneh that benefits from the digital platform?
-The farmer from Karamaneh benefiting from the digital platform is Joshua Atanga.
What kind of produce does Joshua Atanga grow on his farm?
-Joshua Atanga grows pepper, papaya, eggplant, green pepper, and other vegetables on his farm.
What is the name of the digital platform that helps Joshua Atanga sell his produce?
-The digital platform that helps Joshua Atanga sell his produce is called Agra Center.
What percentage of commission does Agra Center take from the buyers?
-Agra Center takes up to 30 percent commission from the buyers.
How many farmers has Agra Center helped so far according to the script?
-Agra Center has helped about close to 10,000 farmers.
What services do Agra Center agents provide to the farmers in Karamaneh?
-Agra Center agents visit the village to teach farmers how to use the app, check market prices, and maximize their output.
What is the role of the regional storage center in Agra Center's operations?
-The regional storage center is where the farmers' produce is collected and then sold to big food buyers.
How has the digital platform helped the farmers increase their income?
-The digital platform has helped the farmers increase their income by about 25% by allowing them to sell at fair market prices instead of selling to local middlemen for a fraction of the real value.
What was a major challenge for the farmers before the digital platform?
-Before the digital platform, a major challenge for the farmers was knowing the right farming practices and how to sell their produce effectively.
How does the digital platform benefit the farmers according to Joshua Atanga?
-According to Joshua Atanga, the benefits of the digital platform are very real as it allows him to sell his produce at fair prices, support his family, and even reinvest in his farm.

Outlines

00:00

📱 Digital Platform Empowers Ghanaian Farmers

Joshua Atanga, a farmer from Karamaneh, a small community in northern Ghana, has seen a significant improvement in his livelihood through the use of a digital platform. This platform allows him to sell his produce regularly and at a fair price, enabling him to support his family. The platform is based in Accra and is operated by an Agrotech startup called Agri Center, which connects rural farmers with larger buyers. Agri Center takes a commission from the buyers, ensuring that they are motivated to secure the best prices for the farmers, thereby benefiting the smallholders as well. The platform has helped nearly 10,000 farmers to date, significantly increasing their income. Agri Center agents visit villages to educate farmers on how to use the app to check market prices and maximize their output. They also provide guidance on proper farming practices, storage, and selling techniques. The platform has increased farmers' income by about 25%, allowing them to sell at fair market prices and improve their quality of life.

Mindmap

Keywords

💡Karamaneh

Karamaneh is a small community in northern Ghana, which serves as the backdrop for the video's story. It is where farmer Joshua Atanga is based, and it exemplifies the rural farming communities that the digital platform discussed in the video aims to assist. The keyword is central to understanding the setting and the context in which the digital platform operates.

💡Digital Platform

The digital platform is a key concept in the video, representing an innovative solution that connects rural farmers with larger buyers. It is a technology-driven marketplace that facilitates fair trade and helps farmers like Joshua Atanga to sell their produce at fair prices. The platform's role is crucial in improving the livelihoods of farmers by providing them access to better markets.

💡Agra Center

Agra Center is an Agrotech startup mentioned in the script, which is based in Ghana's capital, Accra. It operates the digital platform that helps farmers sell their produce. The company plays a significant role in the video's narrative by acting as a bridge between farmers and buyers, taking a commission from the buyers to ensure fair prices for the farmers. Agra Center's operations are a testament to how technology can revolutionize traditional farming practices.

💡Commission

In the context of the video, commission refers to the percentage of the sale price that Agra Center takes from the buyers as a service fee for facilitating the transaction. The script mentions that Agra Center takes up to 30 percent commission, which is in their interest to ensure the best possible prices for the farmers, thereby benefiting the small holders as well.

💡Rural Farmers

Rural farmers are the main subjects of the video. They are typically small-scale agricultural producers who often face challenges in selling their produce at fair prices. The video highlights how the digital platform helps these farmers, like Joshua Atanga, to overcome these challenges by providing them with access to larger markets and better prices for their produce.

💡Mobile Money

Mobile money is a financial service that allows users to conduct transactions using mobile devices, which is particularly relevant in the video as it shows how Joshua Atanga receives payment for his harvested crops directly on his phone. This technology is a game-changer for rural farmers, enabling them to receive payments instantly and securely without needing access to traditional banking services.

💡Market Prices

Market prices are the rates at which goods are bought and sold in the market. In the video, Agra Center agents teach farmers how to use the app to check market prices, which is crucial for them to understand the value of their produce and to negotiate better prices. This knowledge empowers farmers to make informed decisions and avoid being exploited by middlemen.

💡Maximize Output

Maximizing output refers to increasing the quantity or quality of agricultural production. The video mentions that Agra Center agents visit villages to teach farmers how to maximize their output, which could involve better farming practices, use of fertilizers, and proper harvest and storage techniques. This is essential for farmers to increase their income and improve their livelihoods.

💡Fair Market Prices

Fair market prices are prices that reflect the true value of a product in the market without being influenced by unfair practices such as exploitation or manipulation. The video emphasizes how the digital platform helps farmers sell their produce at fair market prices, which is a significant improvement over selling to local middlemen who often offer a fraction of the real value.

💡Middlemen

Middlemen are intermediaries who buy products from producers and sell them to end consumers, often at a higher price. In the context of the video, local middlemen are depicted as offering rural farmers a third of the real value of their produce. The digital platform disrupts this traditional model by allowing farmers to sell directly to larger buyers, thus bypassing middlemen and securing better prices.

💡Income Increase

An income increase refers to the growth in a person's or a group's earnings. The video highlights that the digital platform has helped farmers increase their income by about 25%. This is a significant outcome as it directly impacts the farmers' ability to support their families and reinvest in their farms, leading to a more sustainable and prosperous future.

Highlights

Karamaneh is a small community in northern Ghana where a digital platform has positively impacted local farmers.

Farmer Joshua Atanga, who previously struggled to sell his produce, now earns enough to support his family through the platform.

The platform allows Joshua to sell his fruits, vegetables, and other produce regularly at a fair price.

Agra Center, an Agrotech startup based in Accra, is the digital platform that connects rural farmers with big buyers.

Agra Center takes a commission from buyers, ensuring they work to get the best possible prices for farmers.

The platform has helped nearly 10,000 farmers to increase their income significantly.

Agra Center agents visit villages to teach farmers how to use the app and maximize their output.

The platform educates farmers on proper storage and drying techniques to prevent spoilage and ensure better market value.

Agra Center was founded in 2016 and now operates in 15 communities across 4 regions.

The platform provides farmers with data and tips on how to farm more effectively.

Before the platform, farmers were selling their produce to local middlemen for a fraction of its real value.

The digital platform has helped farmers increase their income by about 25%.

By selling directly to buyers instead of middlemen, farmers are able to sell at fair market prices.

Farmers can now earn good money, support their families, and reinvest in their farms.

Joshua Atanga's experience shows the tangible benefits of relying on a digital platform for selling produce.