NORMATIVE FRAMEWORK

TCP PROJECT FORMAT

"Marketing Extension Training"

I. PROJECT SUMMARY

This is a concise statement of the results stemming from the problem statement (below) that are expected by the end of the project.

• Main features of the project with emphasis on expected outcomes.

• Individual sections of project report

II. BACKGROUND AND JUSTIFICATION

See TCP Guidelines.

Describe the existing situation with regard to farmer involvement in agricultural marketing, why improved marketing is seen as being necessary and why the marketing extension approach is seen as being appropriate. The following is an example:

Improved marketing by small-scale farmers is essential for a number of reasons:
- It is essential that small-scale farmers be motivated to produce optimally on their land, especially in the newly settled areas. They can only be motivated to do this if a profit incentive exists. In the newly de-regulated marketing environment, successful marketing on the side of the farmer is critical to the success of any farming operation.
- Improved marketing within the rural areas would serve to improve food security in these poverty-stricken areas. At present, produce is sometimes transported to urban markets, only to be transported back to the rural areas to be sold there. This increases the price of food in the rural areas and could compromise food security.
- Improved marketing would strengthen linkages between rural producers and hawkers in urban areas. At present the small-scale farmers see the hawkers as rivals, rather than as an important and useful link in the marketing chain.
- Increased marketing success would contribute to agricultural development, rural growth, income generation and the creation of employment in the rural areas where it is most needed.

In the past, the marketing of most agricultural products was handled by a number of marketing boards. After the abolition of these marketing boards (which provided assured markets), farmers are now largely responsible for the marketing of their own products. The small-scale farmers, often little educated and unable to cope within the new marketing environment, therefore rely heavily on the extension officers to assist them in acquiring marketing knowledge and skills. However, the extension officers while having received training in all aspects of production, have very little, if any, training in marketing. The lack of marketing skills on the part of the farmers is therefore aggravated by the lack of these skills among the front-line extension officers who are expected to support farmers to become commercial producers.

• The main crops, etc. produced by small farmers should be indicated and the crops which should be covered by marketing extension training should be clearly specified;
  
• The present structure of the extension service should be indicated, giving the number of extension staff, their qualifications, and their training in marketing (if any);
  
• The reason that the country is requesting assistance from FAO should be clearly stated and the priority being assigned to the request should be mentioned.

• Ministry of Agriculture
  
• Provincial Agricultural Offices/Agricultural Colleges

III. OBJECTIVES OF THE ASSISTANCE

The Development Objective of the project is likely to be the achievement of increased incomes for small-scale farmers through greater access to markets for their agricultural production.

The Immediate Objective is improved knowledge in marketing on the part of agricultural extension workers to enable them to better support and advise farmers on markets and marketing.

• Critical analysis of marketing within the rural areas.
  
• Major marketing constraints to be addressed.

• Ministry of Agriculture/Provincial Agricultural Offices
  
• Government's relevant sector and subsector strategy and policy
  
• Farmers and traders in rural areas

IV. PROJECT OUTPUTS (RESULTS)

The outputs of the project (depending on the modalities adopted) will be:

- the approximate number of senior extension workers trained as trainers in agricultural marketing extension: or
- the approximate number of extension workers trained in agricultural marketing; or
- the number of agricultural colleges with a fully developed capacity to teach marketing issues;
- training materials in marketing extension produced (for use by the trainers to subsequently train other extension workers and farmers) for eventual distribution to all extension workers;
- trainers' handbooks also produced.

• Number of senior extension workers trained as trainers.
  
• Number of extension workers trained in agricultural marketing.
  
• Number of agricultural colleges with capacity to teach marketing issues.
  
• Description of training materials produced.
  
• Description of trainer's handbooks produced.

• Project records
  
• Team Leader

V. WORK PLAN

The project will be implemented according to the desired outputs. A rough work plan is set out below, but this should be amended as conditions dictate.

- A consultant or FAO staff member will visit the country to hold discussions with the Ministry of Agriculture and related organizations and to visit extension workers, farmers and traders in rural areas. The staff member will then prepare a report recommending the specific areas of marketing that should be incorporated into the training materials to be produced by the project. (This mission may not be necessary if detailed recommendations for coverage can be made in the project document).

- At this time equipment for the project will be ordered. This will include training equipment and equipment necessary for training material preparation.

- International expertise (or national where suitable expertise exists) will then be recruited to visit the country to prepare appropriate training materials for extension workers and manuals for trainers.

- Field testing of the training materials will be carried out with extension workers and farmer representatives. At the end of this period project staff may be joined by an FAO staff member specialized in extension and communication who will comment on the suitability of the materials and advise on appropriate farmer extension training techniques, advise on the structure of the Extension Service in relation to the additional work load envisaged and attend some of the initial training activities.

- The training materials, together with existing materials prepared by FAO, including two horticultural marketing videos, will then be introduced to marketing extension trainers (extension workers) at (number) workshops, by the consultants. These workshops will each be for (number) participants for 3/4 days, and will be held at central venues with due consideration to minimizing the travelling costs for participants. During these workshops the training materials will be introduced and the trainers trained in using them. A number of representatives representing small-scale farmers will be invited to attend the workshops to obtain feedback on the content and presentation of the training materials that are being used. In addition to the international and national consultants, national resource people will be invited to make presentations on specific marketing issues relevant to small farmers.

- On the basis of discussions during the workshops the consultants will identify modifications to the training materials. The training materials will subsequently be printed for distribution to the trainers for use in training and to all extension workers.

• Estimate and logical sequence of the major project activities and input needs.

• FAO technical division concerned
  
• Ministry of Agriculture

VI. CAPACITY BUILDING

A paragraph describing how TCP assistance is expected to enhance the capacity of the national agricultural extension service as well as agricultural extension officers in terms of marketing-related tasks. It should include details of how the use of trained officers will contribute to building capacity in the national institution/country.

• Indicators of enhanced capacity of the national agricultural extension service in terms of marketing-related tasks.

• Ministry of Agriculture
  
• Farmers and traders in rural areas

VII. INPUTS TO BE PROVIDED BY FAO

See TCP Guidelines, Annex 1, pages iii to vi.

A concise description of each input under the respective numbered line items below. Sufficient detail on each budget line should be provided. The sum of related amounts of each sub-category under each line item should add up to the total for the line item. Supplies and Materials and Equipment line items can be detailed, item by item, in an annex. The number to be procured and estimated costs of each item need to be shown. A "miscellaneous" item is not accepted but "miscellaneous laboratory glassware" is acceptable.

a) Personnel services
Technical services of international and/or national experts/consultants
- International consultants/experts
- FAO Advisory Technical Services (ATS)
- National experts and consultants
- International expertise under Partnership Programmes (i.e. TCDC/TCCT or Retired experts and consultants)
- Administrative support
- Supervisory Technical Services (STS)

Every technical area to be covered will require one expert, for a minimum of three months. Technical areas can include:
- horticulture marketing;
- grain marketing;
- post-harvest handling;
- livestock marketing, etc.

(Where the project formulator believes national expertise is available to cover some or all of the above this should be specified.)

b) Official travel
c) Contracts, Letters of Agreements or Contractual Service Agreements
d) General operating expenses (GOE)
e) Materials, supplies and equipment:
- Materials and supplies
- Equipment
f) Direct operating cost (DOC)
g) Training:
- Study tours
- In-country workshops
- Fellowships and academic training
- Young Professionals for on-the-job training

Travel and DSA for project staff in-country.

One national training materials preparation specialist for 3/4 months.
(The monthly cost of national experts/consultants at UNDP rates should be indicated)

Equipment:
- Two computers, one colour printer and one scanner capable of handling text, plus software, for use by the international and national consultants to prepare training materials (indicate cost)
- (number) overhead projectors and screens for use at training workshops (or in agricultural colleges)
- (number) slide projectors
- (number) VCRs and televisions
- number white boards and flip charts
(Please estimate cost of the above)

Training:
(Number) training workshops, each for (number) participants (estimate should include interpretation costs if necessary. The Government is expected to meet all costs associated with meeting room hire, etc.)

Travel @ (number) persons x US$ = US$

Accommodation and allowances: XX US$ per person per night for 4/5 nights = US$XX
(These costs should, where possible, be met by the Government.)

Training material reproduction costs. (Estimate cost of one 40-page booklet per technical area covered, for each extension worker plus trainers' packs of overheads, etc. Translation costs should be included where necessary.)

• Number, type and cost of each input (numbers of staff participating, number of items, internal trips, cost per day, DSA rates, monthly consultant rate, etc.).

• Ministry of Agriculture/ FAO/ UNDP/ Local suppliers

VIII. REPORTING

See TCP Guidelines.

Each international and national consultant will prepare a mission report outlining the main findings, conclusions and recommendations of his/her assignments

An FAO staff member will prepare a draft Terminal Statement for the project, for clearance by FAO and submission to the Government following established procedures.

• Operation-related data and information.

• Project records
  
• Project staff
  
• Records from Extension offices at regional, national, provincial and local level
  
• Participatory rural appraisal exercises
  
• Ministry of Agriculture

IX. GOVERNMENT CONTRIBUTION AND SUPPORTING ARRANGEMENTS

Counterpart arrangements must be clearly specified. The Government will be expected to provide office accommodation and transport suitable to meet the needs of all project staff, and to carry out the following:

- accompany the FAO staff member or consultant on the initial mission;
- assist the project staff with training material preparation and accompany them on field trips for testing of draft training materials;
- attend the planned training workshops;
- arrange for resource persons to make presentations at the workshops;
- assist with finalization of the training materials.

See in particular TCP Guidelines, Annex I, page vii and the following excerpts:

Request must be accorded high priority by the Government, which must also ensure that the required local support facilities and services will be available and that follow-up action will be taken...

Requests must provide assurance of the fullest possible participation of the Government in project execution, through such means as the use of national institutions, personnel and resources. (Annex IVa, page i).

Each project should be supervised by a National Project Coordinator nominated and paid by the Government. National Project Professional Personnel or consultants recruited by FAO are fully accountable to the Organization and cannot be on the Government payroll at the time of their assignment (page 10, par. 46). They may not be recruited from the counterpart institution/cooperating agency (Annex 1, page iv).

• Government contribution in terms of cash, personnel time, facilities, vehicles, office space (for workshops and other), secretarial and translation/interpretation expertise.

• Ministry of Agriculture

X. PROJECT BUDGET

The project budget covering the FAO contribution is prepared by FAO, based on elements received from the requesting country.

Data Needs:

• Numerical details on FAO contribution in US$ by budget line.

• Team Leader, plus national and international project staff
  
• FAO
  
• UNDP
  
• Equipment suppliers
  
• Travel agents

XI. ATTACHMENTS TO PROJECT AGREEMENT

1. Description of the training programme.
2. Description of Advisory Technical Services and Supervisory Technical Services.
3. Description of services to be provided under contracts.
4. Itemized list of equipment.
5. Itemized list of materials and supplies.
6. Terms of reference including description of required qualifications for each international and national consultant/expert and where appropriate for the National Project Coordinator.

• Quantitative estimates and descriptions/specifications as relevant to the above attachment.
  
• Terms of Reference (TOR) for each national and international project staff member including FAO technical staff members contributing to the project. TORs for short-term staff inputs (weeks to several months) need to describe precise, time- bound activities and outputs expected. Longer-term staff inputs should be more generally phrased to allow some flexibility and cover unforeseen occurrences.

• Team Leader, plus national and international project staff
  
• Ministry of Agriculture