Efficiency of farm concern international’s communication strategies in promoting African indigenous vegetables: a study of farmers in Lari Sub- County

Abstract

The study analyses the efficiency of communication strategies used by Farm Concern International (FCI). To unearth this aspect, the study’s objectives focused on investigating the rate of production, consumption and commercialization of African Indigenous Vegetables (AIVs) before and after the implementation of a five year project dubbed DoHoMa (Domestic Horticultural Market). The study used both quantitative and qualitative research designs and used purposive sampling followed by random sampling to select 100 farmers from the five villages in Lari Sub County. The data was gathered from primary source through the use of structured questionnaire for both quantitative and qualitative. The data was then processed and presented by use of graphs, tables and pie charts and analyzed by use of descriptive analysis. The study used two theories, Rational Argumentation Theory propounded by Cragan and Shields (1998) and Transtheoretical Model (TM) by Prochaska, Johnson and Lee (1998). The study found out that the rate of AIVs production has increased since the implementation of DoHoMa Project with most of the farmers setting aside over eighth an acre piece of land. The rate of consumption has also increased with majority of farmers eating AIVs on a daily basis due to their higher nutritional value. Only a few who consumed the value chain three to six times in a week. The rate of commercialization is currently high with majority of farmers earning between shs5, 000 to shs15,000 per month. Majority of farmers sold AIVs to Uchumi Supermarket. The findings also indicated that FCI majorly used two forms of Ora-Media, barazas and demonstrations, to promote production, consumption and commercialization of AIVs. However, a bit of Use of projector was also used but no form of main stream media or internet and drama was used. The study recommends the following agriculture based NGOs need to use more of demonstrations than barazas because most of the farmers have basic education. The Ministry of Agriculture need to facilitate farmers to dig boreholes to enhance irrigation during dry spells. NGOs need to incorporate other forms of communication like mainstream media and internet to train farmers on agricultural practices. NGOs need to liaise with financial institutions to train farmers on financial literacy and facilitate them make savings to enhance production. Also, there is need for more campaign by NGOs and other gate keepers like the media, government leaders and local leaders to enhance increased production of AIVs. In conclusion, FCI communication strategies are fairly efficient in promoting AIVs since farmers preferred use of demonstrations to barazas.