Uta Jivunia is an important concept in Kenya and Tanzania. It is about doing your best, achieving, making sure that the community you live in can be proud of you. It is also about sharing: if you are able to help others who are having a difficult time, then in the end everyone benefits from this. Because you reap what you sow. Agrics Kenya has taken this highly important principle as the starting point for the development of a so called Jivunie community.
The farmer Agrics wants to connect to is a farmer that works hard every day to contribute to his family and community. He or she will do his utmost to keep his obligations and he/she takes pride to be independent and wants to grow its status in the community. In the long term vision Agrics wants to change its farmers into Jivunie farmers and to change its Community Sales Officers into village entrepreneurs. With an integrated approach, consisting of a loyalty program, top-up training and farmer days, and with the help of radio and sms, we want to find those farmers and see how we can create an Agrics Jivunie community.
The aim of the Jivunie loyalty program is to stimulate farmers to make their repayments in full and on time, place their order the next time with Agrics and for more acres than the previous time. If they repay on time and attend Agrics meetings and training courses, individual farmers and farmer groups can save points. The farmers can convert the points into free bags of seed, a bar of soap, a bucket, a bag for storing the harvest, a kilogram of sugar or a notebook with pen. They can also save as a group for something bigger: a wheelbarrow for instance.
The current agronomic training that Agrics offers its clients contains basic topics: the need of weeding, sowing in rows and crop rotation. And of course the best moment of sowing, adding fertilizer and harvesting. Useful knowledge that farmers can straightly put into practice. But for turning a farm into a success the farmer needs to have more than basic agronomic knowledge. A farm means entrepreneurship: purchase and sales, marketing and keeping a budget. In order to empower farmers to become Jivunie farmers we are developing a top-up training. Where the basic training stops, the top-up training starts.
While the basic training is included in the regular packages (and free of charge for the farmer), the top-up training requires a (modest) contribution to realise commitment. The top-up training will consist of selection modules like for example:
• Marketing: sales of crops
• Cooperation: farmer groups unite
• Knowledge: negotiation skills
• Cost price calculation
• Horticulture: cultivation of quality crops