1. Using ICT for fish marketing
The EFMIS model in Kenya
SMS
5565
R.O Abila, W. Ojwang, A. Othina, C. Lwenya, R. Oketch, R. Okeyo
Kenya Marine & Fisheries Research Institute

2. SupportingInstitutions
Host institution
Initial pilot on L. Victoria
Up-scaled phase to all Kenya fisheries
Study on viability of ICT in fisheries

3. Presentation outline
•Background
•Project objectives
•Implementation arrangements
•System design
•Achievements
•Challenges
• Sustainability
• Future prospects

4. Background
Fisheries in Kenya's economy
 GDP, incomes, food, employment, foreign exchange
 Total production = 150,000 MT
 Value of landed fish = USD 125 Million
 Exports value = USD 60 Million
 70,000 fishers; 500,000 fish traders & related activities
7 fish processing firms; Many cooperatives
 Lake Victoria (Kenya)
 90% of fish production
 95% of fish export

5. Scope of fish trade
Local
 National
 Regional (EAC states; S.
Sudan)
 International - (To EU,
Middle East, Asia etc.)


6. Key Marketing issues
•Deficiency in market information & trends
•High price disparities between landing sites/ markets
•Price margins for middlemen
•Post-harvest losses
•High marketing costs
•Low income to fishers and traders

7. Objective of EFMIS
(Enhanced Fish Market Information Service)
To enhance fish trade and incomes
through easy, cheap and faster access to
market information

8. Expected impacts/ benefits
Contribute to;
•Enhanced trade and incomes through;
•Improved pricing system and prices
•Reduction in post-harvest losses
•Reduction in marketing costs
•Greater awareness of market trends

9. INSTITUTIONAL ARRANGEMENT
KMFRI EFMIS
BENEFICIARIES
BMUs (Fishers, traders, processors)
Cooperative organizations
Fish farmers
Fish consumers

10. System design

11. Service
provider
Cell net
Fishing gear
suppliers

12. Key Features
 A system for generating fish market information
from 180 landing sites, markets, input suppliers
A Data Centre at KMFRI - synthesis and packaging
Access by SMS short code 5565; Automated rapid
response (< 10 secs).
Accessible 24 hrs; from anywhere in Kenya
Dissemination also by internet, radio, newspapers

13. DATA TYPES
 Frequency of data input: Daily
 Fish prices at Landing sites, markets
 Fish Quantity at landing sites, markets
 No. of fish trucks at landing sites
 Basic weather information
Send: MARKET NAME to 5565.
Response within seconds
• e.g. Mbuta; 120Ksh; 30kgs; Dry weather; 4pm

14. TILAPIA
NILE PERCH
DAGAA

15.  Documented
standard procedures
 Trained
data collectors and entry staff
 Manual
data verification and input
 Internal
Quality Monitoring team
 External
monitoring and evaluation

16. Achievements
 A total of 180 landing sites involved
 150 Lake Victoria
10 Lake Turkana
10 Marine fisheries
10 Lake Naivasha
 40 markets
 About 50,000 SMS received
 1,000 receive monthly bulletins

17. Monthly Fish Market Information Bulletins

18. Nile perch Tilapia Dagaa
MONTHLY PRICE TREND
Jul-09
126
72
150
121
76
153
128
72
162
136
75
May-10 146
138
105
Jul-10
160
145
105
Sep-10
170
152
108
Nov-10
160
161
117
Jan-11
153
180
121
Mar-11
50
145
Mar-10
100
60
Jan-10
150
107
Nov-09
200
135
Sep-09
250
169
204
142
Nile perch
Tilapia
Dagaa
Mar-11
Feb-11
Jan-11
Dec-10
Nov-10
Oct-10
Sep-10
Aug-10
Jul-10
Jun-10
May-10
Apr-10
Mar-10
Feb-10
Jan-10
Dec-09
Nov-09
Oct-09
Sep-09
Aug-09
Jul-09
0
Nile perch
25%
Tilapia Dagaa
91%
137%

19. Communication and outreach

20. Media and Publicity

21. Incentives for BMUs (fishers)
 Provide low cost mobile phones
 Provide air time credit every month
 support BMUs to events organized by the project
 Train selected BMUs for project data collection
 Provide publicity materials e.g. T-shirts, posters,
brochures
 Share revenue generated by the project with
BMUs.
 Attract other organizations to enhance business
capacity of the fishing community.

22. Meeting
information needs of different
stakeholders (Fishers, fish traders, farmers)
Non-cooperation
Publicity
& awareness creation
Maintaining

of some key players
contribution of BMUs
Dealing with highly diverse products
Lack
of clear standards on quality & pricing
 Sustaining the system

23. Sustainability
• Minimal user charger fee
•Institutional ownership
•BMUs play a bigger role
•Private sector support
•Incorporate business ideas

24. Relevance
High
demand for information services
Public
interest nationally, regionally
Within
policy framework e.g. NFP, EAC
In
line with current development trends
Can
incorporate new business ideas

25. What is the future?
 A lot of interest nationally, regionally and
globally
 More information packages
 Aquaculture
 Fishing inputs
 Scientific data e.g. SMARTFISH
 Up-scaling and adapt for
•East Africa & COMESA

26. •KMFRI
•ILO
• EU
•NCST
Thanks! Asante sana