AGRIFIN BRIEF: DigiFarm Presentation - Leesa Shrader May 2021 - GIZ
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AGRIFIN BRIEF: DigiFarm Presentation Leesa Shrader AgriFin Programs Director May 2021 Nairobi
AGRIFIN DIGIFARM PRESENTATION
Mercy Corps AgriFin Program Objectives
Mercy Corps AgriFin is a 6-year, $30 million
program working in Kenya, Tanzania, Ethiopia,
Zambia and Nigeria
MCAF will support the expansion of digitally-
enabled services to over 2 million farmers,
delivered by growing ecosystems of diverse
service providers
TARGET GROUP
MCAF works with underserved smallholder
farmers living on less than $2.50/day
With outreach to 40% women
With outreach to 50% women & youth focus
WELCOME TO DIGIFARM
ALE 2021 OPENING PLENARY DigiFarm Platform Approach
AGRIFIN DIGIFARM PRESENTATION Human Centered Design – A First for Safaricom
AGRIFIN DIGIFARM PRESENTATION HCD – Mapping the Dairy Ecosystem
AGRIFIN DIGIFARM PRESENTATION
DigiFarm Product Roadmap
Over the past four years, MCAF has worked with Safaricom to develop the
product roadmap for DigiFarm, evolving through five major product launches
PHASE 1 – MVP PHASE 2 – Digital Input PHASE 3 – DigiSoko PHASE 4 – Smart Farm PHASE 5 -
Launch April 2017 Credit Launch December 2018 Launch Sept 2019 Development 2020
To 200k SHF Launch December 2017 To 930k SHF To 1.24 M SHF Target 500k on
To 913k SHF 42k on Marketplace Marketplace end 2020
BUY INPUTS FINANCIAL SERVICES MARKET ACCESS MARKET ACCESS MARKET ACCESS
• Individual ordering • 30 day input loan • Links to buyers • Smart Farming & • Smart Farming &
• Discount code system • 60 day input loan • Related marketing and Decision Agriculture Decision Agriculture
• Pay via M-Pesa (only) • 90 day input loan sign up facility Tools Tools
• Sample Products • DigiFarm Village Advisor • DVA Incentives • Logistics solutions
• Find Nearest Depot field force launched • Pop Up Aggregation
BUY INPUTS • Buyer web portal Models
FINANCIAL SERVICES
LEARN • Loan checkoff • Safaricom assumes • DVA Incentives
• Arifu: Pull-based content • Pay via AgroVet FINANCIAL SERVICES lending
• Arifu: Dairy • 120 day input loan • Agrodealer financing FINANCIAL SERVICES
• Arifu: Horticulture • Cash harvest loan • Layaway Savings
LEARN
• Arifu: Major Crops • Harvest yield insurance BUY INPUTS Product (with bank
• Arifu: Financial literacy
• Credit life insurance • Buy direct from partner)
content
manufacturers • Credit Line lending
SMCAFRICOM SERVICES • Arifu: Loan product info
• Agrodealer lending
• Promotional messaging • iCow: Livestock info LEARN
LEARN • Link to bank financing
• Link to M-Pesa, MShwari • iShamba: multi value
• Decision Agriculture
REGISTRATION chain push content BUY INPUTS
support content
REGISTRATION • Client profile tool • Irrigation solutions
• Insurance support
• Farmer pre-registration expanded
BUY INPUTS • Post Harvest Loss
content
• Field force registration • iProcure franchising
model to new
LANGUAGE SUPPORT GOVERNMENT PARTNERSHIP agrodealers REGISTRATION LEARN
• English and Kiswahili • Partnered with Makueni • Soil Testing • Farmer Android App • Decision Agriculture
county government to • DVA Android App support content
onboard all farmers and REGISTRATION • Irrigation Learning
share data • Client profile tool • Locust Response
expanded
AGRIFIN DIGIFARM PRESENTATION
DigiFarm Business Model, Impact and Implications
Existing Products Planned/Potential Products
20-40% increase 10-30% increase 20% increase 50% increase 100% increase to - 20-25% increase 70% increase 14% decrease in 50-100% 20-50% increase
INDICATIVE income and income and 50% decrease income and income and
income and income and SHF poverty, increase income income + cancer
IMPACT production production production production income and production production increased farm and production prevention
RESULTS production productivity
Post-
Input Crop Decision Harvest
SERVICE Quality Soil Market Irrigation
eLearning Credit & Ag & Savings
Inputs Testing Linkages Insurance Solutions Loss
Scorecard Weather Solutions
OUTREACH 325,000 100,000 35,480 10,000 45,000 45,000 45,000
SHF SHF SHF SHF SHF SHF SHF
$136.5 $134 per $134 per $335 per
increase per SHF/ year = SHF/ year = $335 per SHF/ year =
$80 increase
per year =
$80 increase
per year =
Ongoing impact studies to
SHF/ year = year =
$4.8 $3.4 $2.3 $200,000 $200,000 verify COMBINED
$44.3 $335k
RESULT million million million for for
million
increase increase
increase
increase DigiFarmers DigiFarmers service impacts in 2021
increase per year to date for 2 to date for 2
per year per year for
per year seasons per seasons per
per year for for for
for DigiFarmers year year
DigiFarmers DigiFarmers DigiFarmers
DigiFarmers
RISK LEVEL LOW LOW HIGH LOW HIGH LOW LOW CRITICAL CRITICAL
CRITICAL
FOR DFS, FOR FOR
COST MEDIUM LOW/ZERO HIGH LOW HIGH LOW/ZERO LOW/ZERO DATA & CLIMATE CLIMATE,
WOMEN RISK & GROWTH,
REVENUE LOW/ZERO MEDIUM MEDIUM LOW/ZERO HIGH MEDIUM LOW/ZERO GROWTH SAFETY
2017 2018 2019 2020 +
AGRIFIN DIGIFARM PRESENTATION
DigiFarm Outreach: DigiFarm is nearing parity on active use of the digital platform for
women – after a long journey
Farmer registration on DigiFarm by
gender [%]
DigiFarm service active use by gender [%]
64%
54% 52% 51%
46% 48% 48%
36%
Learn module Input Loans Access to markets
Male farmers Female farmers Male Female
40% of the Total loan amount 32% of the
Active and inactive usage sample had used sample had used
in the sample is
varies during the year, driven the learn module slightly higher for the access to
by seasonality; most users stay at least once; men (7%), but markets module
engaged on the platform most users average loan with more
between seasons through (including amount is fairly women (3%) than
eLearning women) used the even for both men using the
module 1-5 times genders module
Source: Busara data analytics for DigiFarm, 2020
9AGRIFIN DIGIFARM PRESENTATION
DigiFarm Farmer Impacts
Users expanded farm businesses, saved more,
gained knowledge of good farm practices, and
built capacity to respond to external shocks.
• Farmers who have being using multiple services from DigiFarm have reported positive impacts in more dimensions.
Bundled services are driving enhanced impacts.
• Significantly improved farming profit from October last year and February at a time when 90% of Kenyan
smallholders are reporting reduced income due to COVID disruption
• Access to input credit and Arifu elearning are the most used and valued. Flexibility and convenience of Arifu learning
and quality of inputs boost farmer trust and value.
• Farmers hold different attitudes towards selling online, but shared positive market access views. Fair prices and
ability to repay using revenues from this market are most appreciated by the users.
• Users also seeking digital solutions from other providers.
• More users start using mobile wallet as the primary saving platform.
• Onboarding and training from DVAs significantly drive use of DigiFarm services
• Access to DigiFarm Village Advisors is highly preferred and valued. Clear demand for more direct human support.AGRIFIN DIGIFARM PRESENTATION
DigiFarm Impacts: Focus on Women
DigiFarm is reaching nearly 50% women through its active portfolio of farmers.
2021 Impact research shows DigiFarm has enhanced women farmers agricultural
productivity, yields, and incomes, specifically:
• Improved farm practice and increased effective input use through e-learning
• Increased yields and farm productivity linked to enhanced access and use of
certified, quality inputs on credit
• Increased incomes through guaranteed market
• Increased agricultural decision-making power for women e.g. on planting and
input decisions as well as greater household financial decision-making power
• Women have increased control over their finances and financial decision-making
as earnings from sales through DigiFarm are sent directly to their cell phones.
• With increased income, women farmers can afford to hire extra help at the farm
and increase time for other activities
• DigiFarm saves women farmer’s time to respond to challenges and off-take
Increased yields enable women farmers to retain more food for consumption and
increased incomes helps them diversify meals, increasing food security and
nutrition.Thank You!
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