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 Local advice was minimal, unavailable or out of date.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.
Heather Briggs, agronomist, agro-consultant on plant productivity, international expert on cheese and journalist visited Tbilisi to hold the training for agro-journalists last week. "Batumelebi" newspaper interviewed her.
For the first time in Georgia a training on agro journalism was conducted for media representatives wishing to report specifically on rural issues and news. The main purpose of the training was to fill knowledge gaps of media practitioners in crops, livestock husbandry and agriculture management and to introduce the basics of agro journalism. Heather Briggs, an international expert and member of British Guild of Agricultural Journalists - was invited to lead a 5 day training from January 26th to February 2nd. About 50 representatives of regional, national broadcasters and printed media participated in the event. The training was organized by the Georgian Regional Media Association and facilitated by the Alliances Lesser Caucasus Programme.
By Helen Bradbury: Team Leader, Alliances Lesser Caucasus Programme
We are in an interesting conundrum. Gender in most places has been written-in to law. Bar a few notable exceptions, every country in the world, has varying degrees of success in applying universal suffrage. Fifty countries are signed up to the CEDAW convention (the UN’s Convention on the Elimination of all forms of Discrimination Against Women). On the CEDAW world map of Discrepant Government Behaviour Concerning Women, the countries shaded dark green which denotes ‘virtually no enforcement of laws consonant with CEDAW or such laws do not even exist’, are where you expect them to be and in fact they are relatively few. It is the next two categories which disturb, covering the vast majority of the globe, the mid and lighter green, where laws are partly or fully consonant with CEDAW but there is little effective enforcement or spotty enforcement of them and the issue is low priority or hit and miss. After the gains, the laws and ratifications of the last centuries it seems that we must tread very carefully indeed for we must counteract indifference, in which inertia and inactivity stop us moving forward.
Government Momentum Builds on Animal Movement Route after the years of discussion and information exchange. The biggest challenge in Georgian sheep sector – the Animal Movement Route issue has come to the point when there is a willingness and concrete plan for taking actions and reaching tangible results.
The Eco Films LTD film The Road, commissioned by ALCP KK, was shown at the BIFED - Bozcaada International Festival of Ecological Documentary on October 31, 2014. The documentary was presented in the non-competition section and highly appreciated by the audience.
In October 24th the first flocks of migrating animals went through the newly arranged bypass route in Tsintskaro village, Tetritskaro Municipality. Testing of the new route was carried out successfully - sheep, cattle, horses, donkeys, dogs and shepherds passed on the new road without any difficulties. The movement was monitored by the Tetritskaro Municipality DRR WG members and the Tsintskaro village Rep.
