Strengthening Farmer Voice
• Why?
 Improve performance through better feedback loops with
clients.
 Understand impacts on poor clients…understand more about
the pathway out of poverty.
• How?
 Service gap analysis
 Market segmentation (men, women, size of farm, share of
crop, direct versus indirect; finance or not…
 Understand correlations between the farmer experience
and farmer decision-making and farmer
performance/productivity
 Benchmarking with other coffee buyers
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1. Preparation
• Prepare data collection
instruments and method
• Recruit and train data
enumerators
6. Management, Investor
& Public Reporting
• Farmer Voice Dashboard
• ECOM performance management
• Investor reporting
• Public reporting
2. Data collection
Farmer Voice
• Confidential
• Comparative
• Measures relevance and quality of
services as well as farmers’
confidence, voice, empowerment,
readiness and welfare
Operational
Cycle
3. Triangulate with other
evaluative thinking / data
5. Reporting back to
farmers
• ECOM staff validate
feedback and plans for
improvement in dialogue
with their constituents
4. Analysis
• Analyze effectiveness / theory
of change against feedback
data
• Assess staff performance against
data
• Interpret feedback against other
data
• Develop plans for improvement
• Other relevant surveys, audits,
analyses
• 3rd party evaluations
• Other extant data sets
Three streams of information
Relevance and Outcomes
Right services to what results
Once a year
Service Quality
Micro surveys at touch points
Relationship Scorecard
Confidence, Credibility, Voice, Empowerment, Readiness
One to three times a year
Preliminary Findings
4
Respondent profile for ECOM (Atlantic) and a
basket of other coffee buyers
Atlantic
Others
Atlantic
100
100
90
90
80
80
70
70
60
60
% 50
% 50
40
40
30
30
20
20
10
10
Others
0
0
Male
Owner
Female
Spouse
45
40
35
30
25
%
20
15
10
5
0
< 5 years
5 to 9 yrs
10 to 14 yrs
15 to 20 yrs
Average years
of selling
Son or daughter
ECOM has higher proportion
of small farmers
•40 percent ECOM farmers have
up to 5 manzanas compared
with 5 percent for others
•Similar frequency of contact
and services offered
Financing, market information and training
most valued
Mean rating
100
9.4
90
9.2
80
9.0
70
8.8
60
8.6
% 50
8.4
40
8.2
30
Service are shown as highest ranked to low (from left to right)
10. New
plants
9. Dry benefit
8. New
technologies
7. Collection
point
6.
Certification
7.6
5. Agricultural
inputs
0
4. Visit to
firms
7.8
3. Training
10
2. Market
information
8.0
1. Financing
20
Mean rating
Received %
Those who receive financing clearly
perceive the overall relationship more
positively than those who did not
Received
Not received
9.0
8.3
8.3
8.1
8.0
8.1
7.9
7.7
7.4
7.4
7.2
7.0
6.3
6.0
Confidence
Empowerement
Voice
Readiness
Welfare
He mejorado mi finca..y he diversificado mis
cultivos (plátanos, café hibrido, piña),
reforestación. Renovación de vehículos nuevos.
He educado a mis hijos para que emprendan
negocio.
I have improved my farm…diversified plants
(plantain, hybrid coffee, pineapple) and done
reforestation. I have acquired new vehicles. I
have educated my children to be ready to start
their own business
“Ha mejorado su salud,
ahorran para la compra
de medicamentos.”
Our health has
improved, we can save
to afford medicines
“Ningun
cambio”
No
change
“Tiene metas e
ilusiones que no
tenía antes”
I have new
goals and
dreams
Next Steps
• Complete data collection and finalize report
• Analyze, Report back, Improve!!!
• Design a very low cost way to continue getting
feedback
• Deepen segmentation analysis and enquiry into
correlations between expressed priorities, services
received, and relationship scorecard
• Explore the poverty data against the feedback
data
• Build up the benchmarking with other coffee
traders
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