Posted by Helen Bradbury: Team Leader, Alliances Lesser Caucasus Programme
Rural farmers can only grow their income when they have access to the drugs and veterinary services to keep their animals healthy and growing too. Alliances has partnered with a national veterinary inputs supply company to improve access to drugs, information and vet services for poor farmers in rural Georgia. There are strong signs competitors are seeking to replicate the model, which is also scaling up nationally and in neighbouring countries.
The challenge
Over 2 million people in rural Georgia rely on subsistence farming, typically owning less than one hectare of land. SDC has been funding a series of programmes in Southern Georgia since 2008 to improve the livelihoods of livestock farmers.
During initial surveys, Alliances learned that less than 10 per cent of farmers were accessing veterinary drugs or services in their community, in rural vet pharmacies mainly self-stocked from trips to Tbilisi. Others bought drugs when travelling to the capital. In the rural vet pharmacies a limited range of often improperly stored drugs were sold at high prices due to the resultant transaction costs. Local advice was minimal, unavailable or out of date. This had led to a lack of farmer trust in local veterinary products and services and unwillingness to invest.
Suppliers had failed to grasp the market potential of developing rural distribution, lacking both the information and capital to do so. The uncertainty about whether farmers would buy their products meant the perceived risk held suppliers back from making the first move.
Delivering drugs and services to rural farmers
Alliances’ vision was for farmers to have access to a broad range of quality medicines at a competitive price with advice to go with it. The means to achieve this was for drug manufacturers to invest in improved distribution systems to pharmacies in towns and villages. This included setting up new village-based pharmacies and providing additional training for pharmacists so they could deal with common livestock illnesses and diseases, local veterinarians and farmers to develop the market. This improvement in access and service quality would improve productivity for farmers, increase sales for drug companies, and enable them to self-finance further growth and expansion.
Intervention development and learning
Alliances decided to partner with Roki Ltd. because it was working with more pharmacies than other manufacturers, Roki was also investing in local production of generic medicines of its own, producing 40 per cent of their medicines within Georgia, and provided some limited trainings for vets, pharmacists and farmers. Roki’s vision was aligned with Alliances: it felt that its future development depended on improved management of its distribution systems, customer relations and pharmacist capacity.
Most importantly, however, they were the right people. The chemistry was right, ideas flowed, and they had a strong social ethos towards farmers which aligned with the programme.
Alliances were able to use its market research to demonstrate a large market for drugs amongst farmers in rural regions. The Alliances co-investment equipped the vet pharmacies whilst the company invested in drug distribution. Specifically Roki supported high potential pharmacies with wholesale rates for drugs, advertising for vet products an expanded set of trainings and a hotline service for vets and pharmacists.
Women’s economic empowerment was core to programme strategy, with gender disaggregated research data and training and advertising designed to reach women, however early results showed that the majority of the customers reached by these pharmacies were male. To respond, Alliances worked with Roki to create a new model of satellite veterinary pharmacies. These were closer to villages and accessible by women who rarely travel to town centres.
Drugs and services for 70,000 farmers
With support from Alliances, Roki has facilitated the opening of 44 new pharmacies, leading to increased access to veterinary drugs and services for over 70,000 farmers. Roki has expanded the model to include 284 further veterinary pharmacies in other parts of Georgia, and 11 other vet pharmacies have copied the model, resulting in over 250,000 Georgian farmers having access to veterinary services.
In Georgia, a key competitor in the supply of vet drugs is starting to replicate the business model, by importing identical medicines, creating an identical distribution chain and offering training to its pharmacies. In Azerbaijan Roki has partnered with Real Vet a company with outreach to 350 vet pharmacies. Drugs are being exported to Armenia and Turkmenistan. Roki now produces 70 per cent of its own medicines at its now HACCP and ISO compliant factory in Tbilisi and has become a founder member and advocate in industry related fora in an increasingly burgeoning sector.
The First Lady of Georgia Maka Chichua visited Bolnisi municipality’s educational- rehabilitation center for children with disabilities. While there she also received information about Bolnisi’s Municipally run Women’s Room, a service providing consultation and linkages to resources for local rural inhabitants. The First Lady was hosted by the Governor of Kvemo Kartli Grigol Nemsadze and the Gamgebeli of Bolnisi Municipality Davit Sherazadishvili. The Alliances Caucasus Programme who facilitated the inception of the rooms now present in 17 rural municipalities and two cities in Georgia was invited and highlighted the pertinence of the service to the supporting the initiative of the First Lady.
Three local women have been employed by the Association for Each Other through Keda municipality Women’s Room. The women will conduct a survey about the people with disabilities in every administrative unit and village of the municipality.
“The Women’s Room has given me an opportunity to get my own income. It’s temporary, but I think it will be the beginning of my active social life. This experience will give me new skills and become more involved in the local activities, I want to use this chance and make new linkages“. – says Mari Baramidze, one of the employed wom
The Spring transhumance of the annual movement million heads of livestock has recently started. Georgian Shepherds will benefit from two new Bio Security Points in Dedoplistskaro and Signagi in addition to existing points in Marneuli and Rustavi municipalities. All four BSPs are in full operational mode ready to serve nomadic farmers. EU standard infrastructure, duly equipped specialists hired by the NFA and the special chemicals for treating animals against parasites - are in place to ensure health control of migrated livestock. A special certificate is also issued for farmers proving the livestock was treated against external parasites.
Two more BSPs in Telavi and Bolnisi municipalities funded by the government of Georgia are now underway and will be finished by the end of 2017.
'Jara' has been premiered on 30th of March with great success. More than 400 representatives from the regional and central government, the non-governmental sector, the donor organizations gave standing ovations and applauses to the film makers and artists.
‘The film is shot in a professional manner. It is astonishing and wild to see. I have no idea how the crew has managed to shoot the bears and wolves. The special tribute should be paid to the composer of the film’s original soundtracks. It should be seen by as many people as possible: melancholy of the season changings, music and just amazing views of the wild nature, never seen in the daily lives’ – Dima Pursanov.
The promotion of Ajara as a world class ecological hotspot and eco-tourism destination is soon set for a massive boost. Filming on the ALCP facilitated Eco Films production ‘Jara’, a 52 minutes, a half-wildlife, half-human story observational documentary about mountains of one specific region of Republic of Georgia – Ajara, has been completed and the premiere will be held at Amirani Cinema on the 30th of March. The film has brought together various conservation stakeholders World Wildlife Fund Georgia, Caucasus Nature Fund, Eco Tours Georgia, Environmental Association Psovi, to produce what will be a stunning showcase of the beauty, nature and unique livelihoods of the rural inhabitants of Ajara.
The programme has already worked with EcoTours Ltd on developing Ajara as a destination for rural tourism based on nature and people. View their promotional video here and visit their website where they offer tailor-made tours to help you unlock the beauty of the region.
Equitable Empowerment in Georgia, an event celebrating community responses to equitable local government initiatives empowering women and men in communities of three regions of Georgia, will be held at Hualing Hotel in Tbilisi on the 17th of March, under the patronage of the Gender Equality Council of the Parliament of Georgia.
Please see the event website www.eeg.ge.
Up to 500 delegates - National, Regional and Local Government decision-makers, Women's Rooms managers and villages representatives, civil society and private sector and the women and men of the communities themselves - will present their motivations, methods and achievements. Likeminded people from the worlds of sport, culture, business and entertainment who seek to enrich the lives of women and men and boys and girls in Georgia in their work will speak and share their view about why this matters. Showcase stands from communities, enterprises, private sector, media and civil society will add colour and interest framed by the photographs of the municipal photo competition.
The event has been facilitated through the Alliances Lesser Caucasus Programme funded by the Swiss Agency for Development and Cooperation and implemented by Mercy Corps Georgia.
