Agricultural Value Chain (AVC) Project

Goals: To ensure the food security of targeted farmers establishing the sustainable business of RRF-Agro enterprise.

BACKGROUND

Rural Reconstruction Foundation has undertaken to implement USAID-DAI backed Agricultural Value Chain Project from 15 May, 2015 in the southern part of the Country. This Project will achieve broad-based economic growth thus enhancing long-term food security in the targeted area by applying a market systems approach. Currently in South Bangladesh farmers fail to obtain optimum output from different agricultural crops due to inadequate knowledge of modern crop management techniques. Farmers lack awareness of the most effective methods of nurturing mango trees, harvesting techniques and timing, all crucial for producing the best quality. RRF also started Agro Enterprise to initiate business activities in agricultural crops (Mango, Eggplant, Bitter Gourd, Pointed Gourd and Cucumber) involving the commercial farmers in its working areas.

The attempts of Mango sub sector is to facilitate improved mango orchard management and post-harvest techniques and promote safe mango, while the Summer Vegetable is to facilitate improved cultivation and post-harvest management of summer vegetables and supply safe vegetables to consumer markets.

Sub-Sector

Mango and Summer Vegetable

Goals

To ensure food security of targeted farmers establishing sustainable business of RRF-Agro enterprise.

Objectives

� Increase business incentives/profits through supplying 1,495 metric ton of high quality safe mangoes to end consumers through facilitate modern mango orchard management and post-harvest techniques and promote safe mangoes in the consumer market

Project Portfolio

Kicked off	15 May, 2015
Found	USAID-DAI
Working Area	Name Of Corp	District	Upazilla
	Summer Vegetable	Jashore	Jashore Sadar, Bagharpara
	Mango	Meherpur	Mujibnagor
		Jashore	Sharsha
Number of Beneficiaries	1000 ( 40% Femal and 60% male)
Staff Position	PC-01, Field Facilitator- 06, Marketing officer-01, Accountant-01, MIS-01, Documentation Officer-01, Production Officer-01, Collection Center Operator-04.
Key Activities	For Safe Mango: = Improve production and post-harvest practices. = Market system strengthening and development = Introduce new and improved harvest and post-harvest technology = Introducing Intercropping System in mango orchard = Organize and establish IPM demos in the field level For Safe Vegetable: = Improve production and post-harvest practices = Market system strengthening and development = Introduce new and improved harvest and post-harvest technology

RRF Sales Outlet; an involvement in marketing itself

To bring back the trust of consumers, USAID�s Agricultural Value Chains (AVC) project entered into partnerships with firms that invest in and manage �garden fresh� brands. AVC works with RRF-Agro enterprise to develop effective mechanisms to guide and support farmers in adopting safe farming practices through integrated pest management and improved post-harvest and ripening methods. One new safe pest-management method uses pheromones in lieu of pesticides to lure and trap insects in mango trees. Local agribusiness RRF Agro Enterprise is marketing these healthier mangoes under the brand name �Bagan Bilash Aam� (meaning �Garden of Luxury Mangoes�) and using contract farming practices.

�Bagan Bilash mangoes, renowned for their �garden fresh� smell, was launched on May 20, 2016 in Jessore and sold through a kiosk located in front of the RRF sales outlet. Small 5 kilogram cartons marked with the �Bagan Bilash� brand were used to sell mangoes directly to consumers. Bulk volume deliveries used larger crates.

Consumer response has been overwhelming. Branding the mangoes created more visibility and attracted consumers to the product. RRF was able to target specific markets to establish their presence. In the first two weeks of their new marketing initiative, RRF sold 14,500 kilograms of mangoes from the single kiosk, as well as an additional 180 tons though direct marketing channels.

Major Accomplishments 2015-16

= 60% of the beneficiaries were given Microcredit support.

= RRF through its own outlets sold 1500 metric tons of safe mangoes.

= RRF has sold 1392 metric ton safe vegetable itself in the different domestic market.

= Arranged an exposure visit for Mango farmers how the mango can be stored in off season.

= 1000 Mango and vegetable farmers have received 2 days long training on different issues i.e. increasing production, post-harvest system, IPM method.

= Arranged an exposure visit for 25 mango farmers on intercropping system in mango orchard.