Farmerline Steps up Efforts to Increase Youth Engagement in the Cocoa Value Chain

Farmerline has launched a game which seeks to educate and incentivise Ghanaian youth into partaking in the cocoa value chain. The game introduces an added experience to Farmerline’s CocoaLink mobile application by bridging the divide between learning and having fun. At the same time, it reels in the attention of the younger generation into different aspects of the cocoa value chain, and the opportunities available to them. 

The game employs the format of the popular TV show, ‘Who Wants To Be Rich’. The goal of the game is to attain 1,000,000 points by answering 15 questions on cocoa and chocolate. As part of the launch, a quiz competition will run till the 30th of December with winners announced each week based on the total score on the leaderboard at the end of the week. Even though it is open to young people, cocoa and chocolate lovers, the quiz is limited to only players in Ghana. 

The Cocoalink app was created by Farmerline in partnership with Hershey and World Cocoa Foundation to train farmers, and encourage Ghanaian youth to be involved in the Cocoa value chain through interactive digital media contents on the mobile application. With over 5,000 app downloads, users have spent 92,000+ minutes learning best agricultural and business practices on the app, CocoaLink has established itself as a resourceful and timely tool for farmers and extension officers across the country. Together with partners like the International Center for Tropical Agriculture, the application has been able to contribute to the adoption of Climate Smart agriculture practices through its Cocoa Zones feature.

5000 + Downloads

92,000+ mins spent learning

Download the CocoaLink App today and start learning!


Designing Meaningful Experiences at Farmerline – Oluwatobi Babalola (UX Designer)

October 7, 2018… I took a one-way flight to Ghana to resume as a User Experience Designer at Farmerline. It was a tough decision for me as I had lived all my life in Nigeria and spent most of those years in Lagos, Nigeria. I had told my folks I would return to Lagos after 6 months if I was unable to cope.

The journey so far has been filled with unique experiences that, when put together, have shaped me into the kind of designer I am today. One amazing moment for me was seeing some lead farmers and field agents use our designs. They were excited to use the product but at some point, they struggled. It really helped me understand that usability testing is a key part of design and development. It is important to see your users use products you built so you can build better experiences for them. We had to fix and re-test the parts they struggled with so that they can use the feature seamlessly.

It is a year now and it feels like I joined yesterday, I am alive, here, and still pushing pixels at Farmerline. Over the last year, much of my work has been dedicated to designing features and products that provide relevant and meaningful experiences to the entire agriculture value chain from organisations to lead farmers. It’s been challenging as expected and I am grateful for the amazing support I get from my teammates.

It’s been challenging as expected and I am grateful for the amazing support I get from my teammates.

WHO IS THE FARMER’S PARTNER FOR GROWTH?

According to Ghana’s Ministry of Food and Agriculture, to every extension officer, there are about 2000 farmers who need to be served with information and resources. The disproportionate number of extension officers means that many farmers go about their farming activities with little guidance, support and insight into best practices that will increase their productivity and efficiency.

Abigail Kyiriw is one of such farmers who has worked hard and tirelessly with little supervision over the years. She started her farming career as an apprentice on her father’s farm at age 20. She grows cocoa, plantain, pawpaw on 8 acres of land and rears sheep and fowls in Atwea, a farming community in the Ashanti Region. Abigail, now 52 years, has built a successful career in agriculture, receiving awards for the best farmer in her district on a number of occasions. Together with her husband, who is also a farmer, they have raised and educated their 5 children through their farming business. Despite her industry, Abigail shares that working as a farmer comes with enormous challenges.

Farming is a very demanding trade and farmers need all the support we can get to be successful in this space. Markets change, practices get advanced and now the weather patterns are also changing. It’s October and rains are as heavy as they were in June

said Abigail.

Aside from the limited guidance that farmers receive,  farmers have to deal with the risk of buying fake inputs. According to research by the Bill and Melinda Gates’ Foundation and Monitor Deloitte in 2019, 30% of insecticides on the Ghanaian market are unapproved or smuggled. The seasonality of their crops also means farmers may not have enough money throughout the year to purchase quality inputs.

About six months ago, Abigail discovered a companion for farming business when Farmerline carried out a Farmer workshop in Atwea.

I had heard of the good works of Farmerline on the radio, so I was excited when they came to my community. I recognised immediately the role they will play to help me overcome pertinent challenges as a farmer so I did not hesitate to get the Farmerline card and sign up for their services.

Abigail Kyiriw and other farmers at a farmer workshop organised by Farmerline

Abigail now receives the guidance she had been lacking and weather forecasts on her mobile phone regularly. Aside from this, Abigail has been benefiting from Farmerline’s input credit program, under which she is provided with quality farm inputs that she can pay for on a later date.

“I get regular calls on weather forecasts and better ways to farm while I am on my farm. For me, these calls are not only informative but they really give me a lot of hope to do a good job as a farmer. I feel I have a companion who is always checking on me and giving guidance to succeed”, said Abigail Kyiriw.

Abigail is also the secretary of the Farmerline Farmer group in her community. She dedicates herself to organising group meetings, keeping records of the group and liaising with the Farmerline Zonal officer in her area.

“I have volunteered to help other farmers in my community benefit from the companionship and support I get from Farmerline. I want every farmer to become self-reliant and to be able to live decent lives.”

LAST MILE HEROES: Richard Brown; building relationships that create relevant solutions for smallholder farmers

The most robust solutions are often found when a bridge can be built between technical knowledge and experiential knowledge. Farmerline is an organisation that reinforces the need for such solutions in driving up productivity in the agriculture value chain. The company has been successful in its efforts because its team embodies this principle. Meet Richard Brown, one of the team members at Farmerline who combines his academic and practical know-how in his daily work with farmers.

Richard is a Zonal Manager at Farmerline. His work entails leading a team of smartphone-empowered field and community agents who bring Farmerline’s solutions to farmers in communities in the Asante Akim Central, North and South Districts. He has a degree in Agriculture, and field experience from time spent on his grandparents’ cocoa farm and prior job experience with Ghana’s Food and Agriculture Ministry. Richard’s knowledge and experience have made him cognizant of the need to build relationships with community heads and farmers in order to bring forth relevant solutions that will create lasting profit.

Read Richard’s interview, below:

  • How did you join Farmerline on its mission for farmers?

I joined Farmerline through a post a friend shared on his Facebook wall; I saw the position being advertised; the job description and I was fascinated about the mission of the Company and I decided to apply so I can impact in the lives of our rural Farmers.

I have always had an interest in Agriculture. My grandparents are Cocoa Farmers and I have had the opportunity of helping them on their farm activities. My education in agriculture and experiences in the field have enabled me to see the vast opportunities in the Agriculture value chain. There are numerous challenges rural farmers are facing that can be improved with access to the right resources and information. These challenges present avenues for innovative solutions like Farmerline. I am also very confident that these solutions coupled with the adoption of technology in farming can go a long way to improve the industry’s contribution to the growth of our economy.

Richard Brown interacting with farmers in the field
  • As a Zonal Manager, how do you lead your team to achieve set goals?

I lead a team of two Zonal Officers and 79 Community Agents in my operational areas. Our focus anytime we go into a new farming community is to understand the peculiar needs of the farmers and build a relationship based on trust with community heads and farmers. This is how we are able to successfully offer our solutions for improved farmer productivity. Farmers have vast knowledge in fieldwork even though some of their practices are flawed. So out in the field, we interact with them to exchange knowledge. They tell us how they go about their work and how they deal with challenges. We help farmers to see how new practices and technology can make their work and lives better. We provide all farmers with digital identity cards which enables them to access our mobile extension services and inputs on credit. We are basically extension officers whose work are enhanced by technology. 

A farmer sharing his farming experiences and challenges during a community workshop
  • How do you and your team stay motivated throughout the challenges on the field?

The impact we are making in the lives of Farmers is what keeps us motivated. It is always a proud moment when we see our technology and education on better agronomic practices increasing their yields and incomes. We are always elated when we deliver their input requests on time because we know that timely input delivery is very important to their productivity.
Farmerline’s regular training also provides us skills that help us to better engage, educate and identify farmers’ challenges. This also enhances our ability to offer relevant solutions to farmers.

  • In your experience, what are some of the opportunities that are available for young people in agriculture? 

More than ever, young people today, have the opportunity to transform the agriculture sector because of their exposure to technology. With technology, they can bridge the access gap and offer services to the industry across the value chain in the area of commercialization, sales and marketing of produce and processing of agricultural produce.

Learn more about Farmerline’s 399 services for smallholder farmers and its unique distribution model.



Preparing Ghanaian cocoa farmers for changing climate conditions

CIAT collaborates with CocoaLink to help young farmers mitigate the negative effects of climate change through digital maps

 

Ghana is one of the largest cocoa-producing countries, with over 40% of the population relying on the crop as their main source of income. Besides providing employment, cocoa has many other economic benefits for Ghana, which makes climate change a real threat to the country’s economy. According to climate projections in Ghana, the northwest of the cocoa belt will no longer be suitable for cocoa by 2050s if no action is taken; traditional cocoa regions will remain suitable, but stresses such as pest and disease pressure and drought are expected to increase; and the western region will remain suitable as well, but adaptation efforts are needed to avoid cocoa production losses (Bunn, Schreyer and Castro. 2018). To mitigate the negative effects of climate change, it is necessary for cocoa farmers to adopt site-specific climate-smart practices that can be implemented quickly and effectively.

As part of CIAT’s ongoing efforts in climate-smart agriculture (CSA), the Center formed a consortium with the International Institute of Tropical Agriculture (IITA), Rainforest Alliance, Root Capital, and the Sustainable Food Lab to promote CSA practices for cocoa farmers in the world’s leading producer countries, including Ghana.

The overall goal is to enable farmers to produce more cocoa while adapting to the changing climate and cutting down greenhouse gas emissions. The effort in Ghana is thus part of a broader goal to ensure CSA goes beyond pilot projects and achieves wider adoption.

Achieving wider adoption of CSA practices

In order for CSA practices to achieve scale, CIAT partnered with the CocoaLink App to deploy the Cocoa Zones interactive map and associated CSA training materials. CocoaLink is a mobile application aimed to train and incentivize the next generation of Ghanaian cocoa farmers through interactive contents in a variety of digital media such as videos, pictures and interactive quizzes. The app was built by Farmerline in collaboration with Hershey and supported by the  World Cocoa Foundation, to increase cocoa actors’ understanding of climate-smart cocoa and also to increase youth engagement in cocoa production by sharing critical information and agricultural tips in an innovative way.

Through CIAT’s collaboration with CocoaLink, the Cocoa Zones section was created as one of the key features of the application. The Cocoa Zones is an interactive map created with cocoa production data gathered from the consortium’s CSA project pilot in Ghana. The map breaks down the main cocoa growing areas into five Climate Change Impact Zones and informs users about the characteristics of each zone. Users are able to know the current climate conditions, the impact of climate change and the adaptation measures to take at farm level in each zone.

 

 

The tool has great potential for Ghanaian farmers and extension workers, whose work is highly vulnerable to the effects of climate change. The CocoaLink App also recommends a range of CSA practices that users can follow, depending on their investment capacity to reduce the impact of climate change. They can go from Minimum investment to build resilience, to Bronze, Silver, and Gold; which has the highest amount of resources needed to adopt the optimal adaptation practices.

 

“The Cocoalink app includes both the climate exposure work as well as a level of investment filter that allows farmers to choose their willingness to invest (gold, silver, bronze). These tools help farmers not only understand the impact of climate change, but also identify specific practices that they can implement on their farms to reduce their exposure to increasingly  uncertain climate. In short, the app allows farmers to develop tailored solutions based on their climate challenges and economic conditions thus avoiding the ‘one size fits all’ trap.”

         -Mark Lundy

          (Theme leader, Sustainable Food Systems, Decision and Policy Analysis (DAPA) Research area, CIAT)

Through videos, photos, maps, quizzes, and articles, CocoaLink shows in a practical way how users can build and run a farm business. The app also features approved inputs that farmers can buy to apply the right products for increased productivity. With over 2,000 app users having spent 92,000+ minutes learning best agricultural and business practices on the app, CocoaLink has established itself as a resourceful and timely tool for farmers and extension officers across the country.

As a scientific organization, one of CIAT’s goals is to deliver on development impact through the knowledge delved from their collaborative research work with partners. Climate-smart agriculture (CSA) is one of the areas to which the organization has dedicated many resources with the aim of delivering sustainable solutions in the agricultural sector to adapt to and mitigate the challenging conditions created by climate variability and climate change. CIAT’s collaboration with CocoaLink is part of such efforts to achieve impact on the lives of thousands of farmers and the cocoa industry at large.

Click here to download the CocoaLink App.

By Leila Serwaah Khalid and Natalie Gutiérrez

SOURCE: https://blog.ciat.cgiar.org/preparing-ghanaian-cocoa-farmers-for-changing-climate-conditions/

Boosting the ‘ground force’ with intentional field and leadership training

Field agents are the true connectors in most industries. They enable direct interactions that humanise brands and organisations allowing for stronger affiliations and a great feedback system. In the agriculture value chain, field agents are the sustainers and enablers of last mile transactions between farmers and other players. Their involvement in products and service distribution channels is a requirement to successfully manage a robust agriculture extension or distribution service in most developing regions. 

Systems and conditions in some developing regions make it challenging for agriculture service providers to easily distribute essential products and services to farmers who mostly live and work in remote communities. Connecting these communities to larger markets, therefore, involves huge investments. The Miller Center for Social Entrepreneurship describes such investments as ‘accounting for poor infrastructure, retaining and growing a large network of motivated agents’. Farmerline’s mission to directly impact farmers’ lives and businesses, drove it to develop a unique distribution model which relies on people and technology right from the beginning of its operations. Farmerline’s network of over 200 smartphone-empowered field agents travels far and near to deliver vital services and information to farmers’ doorsteps. In order to sustain and grow its distribution system, Farmerline has, over the years, heavily invested in the field agent network. Agents are equipped with essential resources for field work and are given world-class training in using the Mergdata Platform, sales, leadership and communication. The organisation has partnered with renowned experts in these areas to deliver hands-on training that improves agents’ fieldwork. 

The training modules are also focused on equipping agents to overcome challenges while in the field. Earning the trust of farmers is one of the major challenges. By learning better communication techniques, agents are able to listen and interact in a manner that earns them farmers’ trust and attention. Earning a farmer’s trust allows further interactions that build understanding, informs Farmerline’s solutions and enables farmers to easily adopt the solutions.

The trainings are also delivered to boost agents’ ability to execute their work efficiently and thrive in the field no matter the condition. Whether working in a team or as an individual, agents are given skills that help them to come up with solutions even in situations where they may not be fully equipped to handle. They have clear roles and expectations that enable them to also work efficiently as a team. They are therefore able to focus on the most important things while saving time and resources.

Fieldwork is tough and comes with a lot of unforeseeable challenges. Training field agents is vital to keep them confident and motivated about their work. Training improves their skills and their approach to work. It allows them to stay focused on the goal of transforming smallholder farmers into successful entrepreneurs and keeps them driven to achieve this goal one community at a time.

Investing in field agents has enabled Farmerline’s operations to make great impact. According to a recent 3rd party impact assessment conducted by Acumen Lean Data, 65% of the farmers reached are receiving quality and affordable inputs for the first time. 89% of them are satisfied with the service and would like to continue working with Farmerline. The field agent network has been able to reach some of the most vulnerable farmers as 54% of the beneficiary farmers live below the poverty line. Over the next three years, Farmerline plans to leverage it’s agent network and technology to connect over 126,000 farmers in Ghana to extension services.

Farmerline’s growing field agent network is made up of a hierarchy of passionate people who move products and services from national centres all the way to individual farmers in farming communities. They connect smallholder farmers to information services; weather forecast, market prices and good agricultural practices. They also deliver quality and affordable farm inputs directly to the farmers. These field agents are at the heart of Farmerline’s operations, deploying last mile digital tools that facilitate subsequent interactions and transactions with farmers.

Learn more about our distribution model and the people who drive its success.


Securing the future of Agriculture in the face of an ageing farmer population

A growing concern in agriculture is the issue of the ageing farmer population. Globally, the average age of farmers is 60 years old, and young people are increasingly gravitating towards non-agricultural careers (World Farmers’ Organization, 2017), making the future of agriculture uncertain. Most young people fail to see agriculture as a profitable and exciting career option and Farmerline is focused on changing such perceptions. The organisation is tapping into the entrepreneurial opportunities that the youthful population of Subsaharan Africa presents to build a generation that will revitalise and boost the growth of agriculture. Below is a case study on Farmerline’s efforts toward achieving by the USAID’s Feed the Future initiative.

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LAST MILE HEROES: Evans Boateng, pursuing his passion one farming community at a time

Farmerline operates a distribution model that combines technology and a network of field agents to deliver information and resources that improve the productivity of smallholder farmers in rural areas. Farmerline’s growing field agent network is made up of a hierarchy of people who move these services from national centres all the way to individual farmers in farming communities.

Evans Osei Boateng leads Farmerline’s field team for the Agona Zone of the company’s operation in the Ashanti Region of Ghana. Growing up in a farming household, Evans has witnessed firsthand the challenges of operating a farm without the needed resources. Now at Farmerline, he leads a team of field and community agents who cater to farmers within the Sekyere South, Mampong Municipal and Sekyere Central Districts in the Ashanti Region of Ghana. In this interview, we learn about how Evans’ passion for farming is fueling his day-to-day activities as a field agent and how he runs his team to provide Farmerline’s 399 services to over 5,000 smallholder farmers.

 

What are you responsible for as a Zonal Manager?

I am responsible for managing Farmerline’s Farmer Services in the Sekyere South(Agona), Mampong Municipal and Sekyere Central(Nsuta) in the Ashanti Region of Ghana, West Africa.

My work includes educating farmers about Farmerline’s services as well as good agricultural practices that improve their yields. I ensure that farmers get access to weather information, agronomic tips, market prices and affordable inputs through our 399 platform. We do this by regularly organising farmer workshops & visits in the farming communities within the three districts. I also manage a network of agents and local input dealers who help us to connect to farmers, distribute our services within the zone and maintain our relationship with farmers. I am assisted by Zonal Officers who are also in charge of the community agents.

 

Why did you decide to work in agriculture and at Farmerline?

I grew up in a family that worked in the sector. I saw how my family benefited from agriculture and this made me develop a love for farming at an early age. But there were challenges such as difficulty in accessing inputs and agriculture-related information since the agric extension officers were not always readily available. For me, Farmerline’s goal to bridge the gap between farmers and resources they require to increase their productivity is very personal, I relate to it very much. Joining Farmerline was an opportunity for me to improve family businesses and lives of many people living in farming communities who depend on farming for their livelihood. I am now able to help farmers with the kind of services that my family couldn’t have access to. 

Describe a typical day as a Zonal Manager.

The day starts very early for a Zonal Manager because we work with farmers who rise up early to visit their farms. On a typical day, my Zonal Officers and I attend pre-scheduled farmer workshops to introduce Farmerline services and products to new communities. Before these workshops, we make sure to connect and build relationships with the leaders and other key members of the community. We spend time educating the farmers on best agriculture practices during these workshops. We interact with the farmers to understand their needs and take their details with which we create digital profiles for them. My team and I also take farm input orders from these farmers who usually live far from input suppliers. We ensure that these orders are delivered to the farmers on time.

We also use the opportunity to get feedback from previously profiled farmers about our services and address any concerns they may have. 

 

What is the most rewarding thing about your job?

As a Zonal Manager, I feel accomplished when a farmer in a community within which we operate is able to improve their yields and profit through our services.  As a person with an Agricultural background and also having witnessed firsthand the challenges of smallholder farmers, I feel very fulfilled when through my daily activities farmers get information and quality inputs they need to improve their farming activities. You can tell their joy by the smiles on their faces whenever we visit and also through the recommendations they make to other farmers about Farmerline.

What are your hopes for the agriculture sector?

I hope to see the sector grow to be able to adequately produce enough food to feed the country and reduce our need to import food from other countries. I also hope that in the near future we will witness more farmers managing their farming activities as businesses that will churn out lasting profits through the help and support of the various stakeholders such as the Government and private organizations like Famerrline.

 

Learn more about Farmerline’s 399 services for smallholder farmers and its unique distribution model.

How legwork supports the delivery of technology solutions to the agricultural last mile

A vital part of the agricultural value chain is the last mile. This is the part of the chain where direct relationships and transactions with the farmer take place. The last mile is the sweet spot of the agriculture value chain and improving its operations has direct impacts throughout the value chain; from empowering the farmer to increasing the quality of food on a consumers’ plate.  In recent times, there has been a lot of focus on improving last mile transactions with technology.

In order to fully realise the solutions that tech provides to the last mile, it is important that direct human contacts are built into the operationalisation of the technology. This will ensure that end-users have a better appreciation of the solution. The legwork is even more important for innovations that are deployed in developing regions. The legwork will help farmers to overcome their barriers to resources. Some of the barriers in these regions are remoteness of credit facilities and input services, poor road network, limited internet access and language barrier.

Poor road access, language barrier and limited access to technology are some real challenges that face the distribution of last mile innovations in developing countries

With an understanding of these challenges, Farmerline uniquely combines digital technology and a network of field agents to deliver information and resources that empower the smallholder farmer to increase their productivity and their bargaining power during last mile transactions. Farmerline’s growing field agent network is made up of a hierarchy of people who move products and services from national centres all the way to individual farmers in farming communities.

 

Some ways in which technology and legwork come together at Farmerline

LEGWORK THAT HELPS TO UNDERSTAND SYSTEMS AND PROVIDE BEFITTING SOLUTIONS

Farmerline Field Agents connect directly with leaders and influencers in farming communities to appreciate their needs before introducing technology solutions

Most smallholder farmers live in communal settings. In order to access and deliver impactful solutions to farmers, it is critical to give reverence to their community governance systems and understand how they work. Field agents’ first build relationships with community leaders and influential people in farming communities to understand the needs of farmers.

 

INFORMATION GATHERING FOR IDENTIFICATION AND PERSONALISATION

Field agents take information from farmers to build farmer profiles and provide them with tailored services

 

In order to provide services that deliver on each farmer’s needs, field agents put together a digital profile of the farmer, containing basic information as well as their farming assets and activities. This digital profile helps to identify the farmer, enables the farmer to benefit from Farmerline’s services and most importantly helps to track every transaction between Farmerline and the farmer. This digital identity gradually grows to become an economic identity that captures the farmer’s transactional history and assets, positioning them to benefit from credit and insurance facilities.

 

DELIVERING LOCATION-SPECIFIC & NEEDS-SPECIFIC INFORMATION

Farmers receive all information in their prefered native language via their mobile devices

 

The information gathered through field agents enables Farmerline to learn about the unique needs of each farmer. This enables us to shape service delivery to the profiled farmers. Farmers receive information that is aligned with the type of crop they grow and the season. Good agricultural practices and market prices are examples of such tailored messages disseminated to the farmers. The legwork has also ensured that weather monitors are installed at key points to detect and deliver weather forecasts for specific communities. All these information are delivered as a voice message in the native language of the farmer.

 

INPUT DELIVERY

Farmerline delivers farm inputs directly to farmers to ensure convenience and affordability

 

Making inputs available to farmers in rural communities means delivering affordable and quality products at the right time throughout the season. Farmerline’s technology allows farmers to place orders for inputs via a USSD platform on their mobile phones. Additionally, Farmerline’s well-distributed field agents assist farmers to place orders for inputs. The order is detected and approved farm inputs are delivered through the agent network to the farmer at a price below the market value. Farmers do not pay for the cost of delivery.

 

By combining technology with legwork, Farmerline is able to gather on-the-ground data that enables it to understand the unique needs of the farmers.  The services that are offered to farmers are therefore relevant, accessible and affordable. Enabling farmers to increase their income while reducing cost. Farmerline’s model builds innovation from the ground up, backed by insightful data from the real end users. Services can be more impactful in developing countries if the uniques systems and needs of the people are used to build solutions. Personal contacts from field agents further humanise the solutions offered and builds a unique bond between farmers and the company. This enables Farmerline to be in a great position to transform more smallholder Farmers in the developing world into successful entrepreneurs.

Farmerline’s technology distribution model has enabled it to build a strong bond with smallholder farmers.

 

Also, learn more about Farmerline’s 399 Services for Farmers and Mergdata technology for Businesses.

A Fellow’s Experience at Farmerline -Elisa Criscione

Elisa Criscione joined Farmerline as a fellow from October 2018 to March 2019. She supported the Corporate Services unit to manage client projects. In this article, Elisa shares her work experience during her 6-months stay in Ghana and how her work with Farmerline has shaped her perspective on the food and agriculture industry.  (more…)

Farmerline Steps up Efforts to Increase Youth Engagement in the Cocoa Value Chain
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Designing Meaningful Experiences at Farmerline – Oluwatobi Babalola (UX Designer)
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WHO IS THE FARMER’S PARTNER FOR GROWTH?
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