Using ICT for fish marketing
The EFMIS model in Kenya

SMS
5565

R.O Abila, W. Ojwang, A. Othina, C. Lwenya, R. Oketch, R....
SupportingInstitutions
Host institution

Initial pilot on L. Victoria

Up-scaled phase to all Kenya fisheries

Study on vi...
Presentation outline
•Background
•Project objectives
•Implementation arrangements
•System design
•Achievements
•Challenges...
Background
Fisheries in Kenya's economy
 GDP, incomes, food, employment, foreign exchange
 Total production = 150,000 M...
Scope of fish trade
Local
 National
 Regional (EAC states; S.
Sudan)
 International - (To EU,
Middle East, Asia etc.)

Key Marketing issues
•Deficiency in market information & trends
•High price disparities between landing sites/ markets
•Pr...
Objective of EFMIS
(Enhanced Fish Market Information Service)

To enhance fish trade and incomes
through easy, cheap and ...
Expected impacts/ benefits
Contribute to;
•Enhanced trade and incomes through;
•Improved pricing system and prices
•Reduct...
INSTITUTIONAL ARRANGEMENT

KMFRI EFMIS
BENEFICIARIES
BMUs (Fishers, traders, processors)
Cooperative organizations
Fish...
System design
Service
provider

Cell net

Fishing gear
suppliers
Key Features
 A system for generating fish market information
from 180 landing sites, markets, input suppliers
A Data Ce...
DATA TYPES
 Frequency of data input: Daily

 Fish prices at Landing sites, markets
 Fish Quantity at landing sites, mar...
TILAPIA

NILE PERCH

DAGAA
 Documented

standard procedures

 Trained

data collectors and entry staff

 Manual

data verification and input

 In...
Achievements
 A total of 180 landing sites involved
 150 Lake Victoria
10 Lake Turkana
10 Marine fisheries
10 Lake Na...
Monthly Fish Market Information Bulletins
Nile perch Tilapia Dagaa

MONTHLY PRICE TREND
Jul-09

126

72

150

121

76

153

128

72

162

136

75

May-10 146

138

...
Communication and outreach
Media and Publicity
Incentives for BMUs (fishers)
 Provide low cost mobile phones
 Provide air time credit every month
 support BMUs to eve...
Meeting

information needs of different
stakeholders (Fishers, fish traders, farmers)
Non-cooperation
Publicity

& awar...
Sustainability
• Minimal user charger fee

•Institutional ownership
•BMUs play a bigger role
•Private sector support
•Inco...
Relevance
High

demand for information services

Public

interest nationally, regionally

Within

policy framework e.g...
What is the future?
 A lot of interest nationally, regionally and
globally
 More information packages
 Aquaculture
 Fi...
•KMFRI
•ILO
• EU
•NCST

Thanks! Asante sana
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Using ICT for fish marketing: The EFMIS model in Kenya

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Presentation by R.O Abila, Fisheries Management Advisor,, Kenya Marine & Fisheries Research Institute
in collaboration with W. Ojwang, A. Othina, C. Lwenya, R. Oketch, R. Okeyo
Session: ICTs, Aquaculture and Fisheries Sector
on 5 Nov 2013,
ICT4Ag, Kigali, Rwanda

Published in: Business, Technology
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Using ICT for fish marketing: The EFMIS model in Kenya

  1. 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. 2. SupportingInstitutions Host institution Initial pilot on L. Victoria Up-scaled phase to all Kenya fisheries Study on viability of ICT in fisheries
  3. 3. Presentation outline •Background •Project objectives •Implementation arrangements •System design •Achievements •Challenges • Sustainability • Future prospects
  4. 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. 5. Scope of fish trade Local  National  Regional (EAC states; S. Sudan)  International - (To EU, Middle East, Asia etc.) 
  6. 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. 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. 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. 9. INSTITUTIONAL ARRANGEMENT KMFRI EFMIS BENEFICIARIES BMUs (Fishers, traders, processors) Cooperative organizations Fish farmers Fish consumers
  10. 10. System design
  11. 11. Service provider Cell net Fishing gear suppliers
  12. 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. 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. 14. TILAPIA NILE PERCH DAGAA
  15. 15.  Documented standard procedures  Trained data collectors and entry staff  Manual data verification and input  Internal Quality Monitoring team  External monitoring and evaluation
  16. 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. 17. Monthly Fish Market Information Bulletins
  18. 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. 19. Communication and outreach
  20. 20. Media and Publicity
  21. 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. 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. 23. Sustainability • Minimal user charger fee •Institutional ownership •BMUs play a bigger role •Private sector support •Incorporate business ideas
  24. 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. 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. 26. •KMFRI •ILO • EU •NCST Thanks! Asante sana

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