The project identifies input firms willing to adopt a new customer-oriented retail strategy and facilitates strategic planning to implement the new strategy and practices. The input firms then adopt new customer-oriented practices like educational promotions and quality assurance to provide quality products and services to smallholders. Smallholders access and apply the new products, practices, and information which leads to higher yields, sales, and incomes for both smallholders and input firms. The project indicators measure changes in smallholder behavior, the number of input firms adopting new practices, and the level of smallholder investment in new practices.

1.
Project
identifies
input
firms
willing
to
adopt
new
customer
oriented
retail
strategy

2.
Project
facilitates
strategic
planning
process
on
new
strategy
and
practices

3.
Input
firm
adopts
new
customer
oriented
practices
(incl
educational
promotions
and
quality
assurance)

4.
Input
firms
deliver
quality
assured
and
cost
effective
products
and
services
(including
information)
to
small-­‐holders

5. Small-­‐holders
access
new
products
and
services

6. Small-­‐holders
apply
new
practices

7. Targeted
small-­‐holders
achieve
higher
yields
&
sales

8.
Input
firms
increase
incomes

9. Targeted
small-­‐holders
increase
incomes

10. Copying
by
non-­‐project
supported
Input
firms

11. Copying
by
non-­‐targeted
Small-­‐
holders

12. Non-­‐targeted
small-­‐holders
increase
incomes

13.
Indicator:
Small-­‐holders
change
behaviour

14. Indicator:
Number
of
project-­‐
supported
input
firms
adopting
new
customer
oriented
practices
(both
educational
promotions
and
quality
assurance)

15. • Indicator:
Level
of
investment
by
small-­‐holders
in
new
practices
as
defined
by
value
of
input
purchases
linked
maize
farming
by
50%
over
baseline
season
(vis-­‐
a-­‐vis
control
group)