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Background and Context
The GRAISEA 2 program in Cambodia seeks to achieve transformed opportunities for marginalized men and women in the agricultural sector in Cambodia, through inclusive value chains and business models that drive women’s economic empowerment and climate resilience.
Approach
GRAISEA’s Cambodia program focuses on three intertwined approaches:
- Supporting men and women smallholder farmers in building their capacity to participate in agriculture value chains and benefit fairly from economic opportunities.
- Engaging with and supporting market actors in agricultural value chains to deliver opportunities that integrate smallholder producers, promote women’s economic empowerment and support climate resilience.
- Engaging with government actors and coordinating with civil society organizations and NGOs to influence national policy frameworks to drive inclusive business models that support women’s economic empowerment and climate resilience.
Sansam Mlup Prey
Currently GRAISEA 2 is working with three implementing partners and one of the three is Sansam Mlup Prey based in Kompong Thom who support farmers and producers’ group to meet quality requirements for rice mostly for export market. The focus is shifted to local market when COVID-19 has continued to shrink the export orientation.
Davane
And now, GRAISEA 2 is partnering as well as providing supports to Davane Plc to promote Davane’s service and unique capabilities (see below) in food safety to develop local market for rice commodities produced by target groups of the GRAISEA 2 projects.
Davane Plc is a local startup operating organic store with a mission to bring safe food to every home. Davane business model is [1] local safe food for customers, [2] livelihood for producers and [3] good environment with food safety at its core of the strategy. As a result of Davane focus and investment in the long-term food safety strategy, Davane has achieved the following:
- A practical, low-cost comprehensive food safety system consisting of three phases (1) assessment of source, (2) monitoring during the production and (3) laboratory operation to detect harmful chemicals (and microbes) in the products.
- 1,000 and counting of chemical tests in a major undertaking to understand insights of the untold stories and potential risks of the foods in the system.
- QR code traceability system that enable consumers to get detailed information about the source of the products.
Kenko Shoku
GRAISEA 2 is providing supports to Kenko Shoku to promote its service and unique capabilities (see below) in food safety to develop local market for Japonica rice and Sustainable Rice Platform (SRP) rice commodities produced by Kenko’s partnering ACs and target groups of the GRAISEA 2 projects.
Kenko Shoku is a agri-tech/agri-business with a vision to help Cambodian farmers have better livelihood and be resilient to climate change through sustainable supply and food security. Its business model is as follows.
- Facilitating farmers’ access to technical assistance, training, extension services and financial support to significantly expand the quality, productivity, and efficiency of their operations in climate-friendly ways.
- Implementing data-driven digital innovations enabling transparent, ethical, fair & sustainable agricultural value chains
- Bridging the trust, standard and logistic gaps between Cambodian Farmers and consumers
Kenko is using IT technology to trace the production and inventory and link smallholder producers to their e-commerce platform. Kenko provides a physical marketplace for agricultural commodities collection, packaging and sale.
Job Purpose:
Support two companies – Davane and Kenko Shoku to build their local market development to be more inclusive and sustainable. The supports would look like:
- illuminate Davane and Kenko as an emerging brand in the food safety;
- promote Davane and Kenko QR traceability system for agricultural products including rice commodity linking to sustainable /organic rice from SMP;
- the prototype model in collaboration with SMP will create brand awareness and drive consumers to buy rice from Davane and Kenko’s e-commerce platform / store, which in turn would allow them to source more rice from small scale producers in/out of the Graisea project.
- develop and highlight gender components (WEE) in Davane and Kenko’s traceability application which would also support them as a gender inclusive business model.
We’re thinking of a marketing plan that will be conducted in a campaign fashion with a slogan that will become a mood and provide framework on how the activities will be designed and implemented but use popular social trending and communication tactics to illustrate and communicate the talking points with target audience.
Timeline
The implementation will be 3 months beginning March 6st to June 30th 2023.
Target Audience
Local customers of rice commodity including restaurants and households in medium-high income segment that is considerate of harmful chemicals.
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