Trade Afghan


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A brief overview of PARSA's new Trade Afghan Program

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Trade Afghan

  1. 1. Trade Afghan Women’sBusinesses• An IDEA-NEW Gender Strategy Program1
  2. 2. A Training, Certification and Marketingprogram•Supporting Afghan women’s businessesin producing agriculturally basedproducts•Marketing women’s products nationally•Training businesswomen to makeproducts that are competitive and meetquality standards•Training women to increase theirproduction capacity to meet marketdemand2
  3. 3. The “Trade Afghan” Brandmeans•Made by Afghan women•Sold by Afghan women•Good Quality•Priced for Afghans
  4. 4. Program Strategy• Modeled after “Fair Trade” Brandcertification program• Qualifying businesswomen develop intoa network of women with strong identityas in Grameen Bank Borrowers program• Quality control built into programthrough a sales network program forqualifying products (only qualityproducts with a market will be bought)• Training specific to eachbusinesswomen’s needs base on a GAPanalysis of products• Focused on national market• Designed for sustainability after initialdonor investment 4
  5. 5. Phase One Objectives• Overall objective of phase one is the support of the IDEA NEW genderstrategy though an assessment of local women’s NGOs as well as theassessment of what women’s produced products are likely to successful inthe market.• The eight IDEA NEW value chains are assessed for potential products thatcould be produced and successfully sold by Women’s groups.• An assessment is produced of women’s NGOs, cooperatives, associationsand businesses for potential participation in the women’s agriculturalinitiative.• An assessment is produced that lists the commercially viable products thatcould be produced in the targeted provinces and marketed nationally.Priority must be given to agricultural products in IDEA NEW value chainsand agricultural products.• An operationalization plan is produced to show the practical next steps forthe support and development of women’s branded product line.5
  6. 6. Phase One Steps• Identification of potential participants inKapisa, Nangrehar, Parwan, and Panjshir,and assessment conducted of productsproduced and capacity of NGO, business• Research on products found, as well aspotential products that could be producedgiven skills available• Training program drafted based on GAPanalysis of recommended participants• Plan for Phase 2 completed for programimplementation in 2013.6
  7. 7. Assessment of Women’s NGO’s,businesses and cooperatives• Existing products and new ideas• Number of women workers• Capacity for expansion• Capacity for management• Cultural considerations• Training needs7
  8. 8. Wheat Starch• NafasGul owner of "FardowzehBareem” inJalalabad• Makes and sells corn starch for 22 afs abox• Earns 8000 afs a month• Has the capacity to make cheese and milkproducts• 20 women work part time capacity8
  9. 9. Pickles• Sola Safi- head of “AfghanWomen AgricultureAssociation” a registeredbusiness in Jalalabad• Makes and sells pickles at50 afs a bottle for a totalsales of $5000 a year with15 retail outlets• Product certified by Ministryof Public Health• 20 women working in thebusiness9
  10. 10. Carpet Wool andCarpets• Produces carpet woolthread and carpets• Raw materialspurchased fromKoochi tribes• Award winning qualitywool thread• Gross revenue $50K ayear• 300 women employed(capacity for 1,000)SharifaAhkmadzai, CarpetWeaversAssociation inJalalabad10
  11. 11. Women’s clothingJamilaAkhondZadaNangrehar HandicraftProducers Association• Clothing, embroidereditems and accessoriesincluding belts• $60k a year with itemspriced from $50- $300with a Kabul market• 600 women working inher business11
  12. 12. Saffron/Chicken Farm• Mah Jan, “Shurgal Project” in Kapisa• Sells Saffron, Eggs, Chickens andVegetables• 5000 Afs a month-primarily poultry• 5 women working in poultry and 10 womenin saffron-(new business)12
  13. 13. Sample ofPreliminaryFindings• 15 NGO’s, Associationsand women’s businesses• Working with 1600 women• Jalalabad businesses havethe most developedinfrastructure and capacity• Panjshir has the leastdeveloped• Products are of varyingquality, some excellent• A number of businesses havegood potential for productsbecause of past projects thathave been closed.• Access to market biggestchallenge to expansion andemployment of more women13
  14. 14. Market ResearchFinding products that Afghan’s arealready buying and providing qualityproducts at competitive prices• Village level-barter or sales• Town- finding shopkeepers who willsell Trade Afghan products• Kabul-finding retail outlets forproducts that can be produced inquantity• Looking for new ideas and newmarkets14
  15. 15. Products found in assessmentprocessDirect Agricultural Products-Raw materials fromAfghanistan• Dried green and redpepper, aromatic whitepepper, tomatoes, onions,mint, eggplant, cilantro,mulberries• Fresh Cilantro, Parsley• Fresh Vegetables• Tomato Sauce• Pickles and Chutney• Cheese/Milk/Dogh• Eggs/chickens15• Meat -goat and sheep• Saffron• Shoes• Wool thread for carpetmaking• Saplings -fruit and shadetrees• Flowers and Houseplants• Cheese/Milk/Dogh• Eggs/chickens• Meat -goat and sheep• Corn Starch• Seeds
  16. 16. Products found in assessmentprocessSecondary Products-may include materials from othercountries• Embroidery• Lace• Beadwork• Womans clothing• Mens clothing• Childrens clothing• Wedding dresses• Pillows• Dusters, bedding forchildren and adults.• Curtains• Traditional floor pillows• Table Cloths• Carpets• Accessories• Cookies and breads-traditional16
  17. 17. Product Development• In Phase One we evaluate therecommended businesses capacity toproduce new products• We research the national market• We connect the businesswomen withresources and training to expand theirproduct line• When the product is certified as a “TradeAfghan” product we market the product17
  18. 18. GAP Analysis• Each business will have adetailed analysis of whateach potential productneeds to becomemarketable through TradeAfghan:• Ie. MOPH certified forhygiene, capacity forproduction, transportation tomarket, qualitystandardization• PARSA trainers will workwith each business toimplement a plan forcertifying products andexpansion18
  19. 19. Training Program being designed• Quarterly workshops inKabul for heads ofassociations and businessowners• Provincial training programsfor employees and workersincluding literacy, numeracy,basic business conceptsincluding handling money• In certifying a product,participating women join theTrade Afghan Women’sBusinesses network whichwill be developed to offeradditional benefits• Trade Afghan Women’sBusinesses Networkagreements19
  20. 20. Sample of PossibleTrade AfghanWomen’sBusinessesNetwork Principles• We shall follow and advance the fourprinciples of Trade Afghan: Honesty, HardWork, Unity, Peace – in all walks of ourlives.• If we come to know of any breach ofdiscipline in any Trade Afghan program, weshall all go there and help restore discipline.• We agree to produce high quality work, ontime delivery at the right price.• We shall participate in training programs.• We understand Trade Afghan program is adiscipline to improve our lives and we willcommit to the following principles below inour personal lives as well:• We shall not live in dirty houses. We shallkeep our living places clean.• We shall educate our children, boys andgirls, and teach them to learn to earn anincome to support their families as an adult.• We shall always keep our children cleanand teach them to clean themselves.20
  21. 21. Certification of Trade AfghanProductsThe Trade Afghan Program helps Afghan business women improve theirproduct development capacity and ability to expand their market nationally.• CERTIFICATION– Each product will be certified when the productionmeets the Trade Afghan standards for quality, price and is verified asproduced by women who receive direct benefits from the sales.• Gap Analysis – This service allows partners to understand what theyneed to do in order to meet challenges and costs that will be involved inachieving Trade Afghan certification.• Training – will address training needs of businesswomen who elect tocertify their product under Trade Afghan. Trade Afghan quality standardsinclude MOPH certification for hygiene, and a rigorous process of qualitycontrol. Participating businesswomen will have access to specific trainingthat will help them qualify their product for the Trade Afghan certification.21
  22. 22. MarketingTrade AfghanProducts• Branding of the productline• Word of Mouth and othervillage level promotionstrategies• Radio-educationalprograms and programspromoting women’sbusinesses that areexcelling• Television-appealing tonational pride and supportfor women businesses22
  23. 23. Phase Two DevelopmentFeatures of the program:• Assessment, GAP analysis and recruitment will beongoing and inclusive• Certification of products will be rigorous and supportthrough training will be available• Four retail stores selling Trade Afghan products willopen with a target of 10 outlets through otherbusinesses in three provinces and Kabul• Marketing campaigns will be developed for eachproduct at village, town and city level• Each participating business will be monitoredthroughout the process for both challenges andprogress23
  24. 24. Challenges• Participants and PARSA employee security• Marketing products that businesses to not have thecapacity to produce over time• Maintaining the integrity of the Trade Afghancertification process• Insuring the integrity of the retail stores finances andfinancial information• Insuring that the earnings from the program go to thewomen involved in the product production• Making sure business women do not exploit lowerlevel workers• Conducting a marketing campaign that appeals toAfghan consumers24
  25. 25. Leveraging the program to benefitAfghan Women nationally25