project-id011-eval-reprt-establishment-of-agriculture-marketing-information-services

DIRECTORATE GENERAL OF MONITORING & EVALUATION
PLANNING & DEVELOPMENT DEPARTMENT
GOVERNMENT OF THE PUNJAB
Evaluation Report on Project Titled
ESTABLISHMENT OF AGRICULTURE
MARKETING INFORMATION SERVICE
(AMIS) IN PUNJAB
EVALUATION SECTION
PLANNING & DEVELOPMENT DEPARTMENT
GOVERNMENT OF THE PUNJAB
NOVEMBER, 2008

TABLE OF CONTENTS
EXECUTIVE SUMMARY...................................................................................................................... 1
1. INTRODUCTION............................................................................................................................. 3
2. PROJECT DESCRIPTION.................................................................................................................. 4
2.1 Project Brief....................................................................................................................... 4
2.2 Background........................................................................................................................ 5
2.3 Objectives.......................................................................................................................... 5
2.4 Justification........................................................................................................................ 6
2.5 Cost ................................................................................................................................... 6
2.6 Long Term Objectives......................................................................................................... 6
2.7 Risk.................................................................................................................................... 8
2.8 Planned Project Activities................................................................................................... 8
2.9 Expected/Planned Achievements Of Project Activities........................................................ 8
2.10 Planned Methodology...................................................................................................... 10
2.11 Sponsor’s Assessment...................................................................................................... 16
3. METHODOLOGY .......................................................................................................................... 18
3.1 Evaluation Type................................................................................................................ 18
3.2 Purpose Of Evaluation...................................................................................................... 18
3.3 Evaluation Plan ................................................................................................................ 18
3.4 Performance Indicators.................................................................................................... 20
4. OBSERVATIONS........................................................................................................................... 22
4.1 Actual Visits Observation From The Sampled Districts ...................................................... 22
4.2 Planned Vs Actual Project Achievements.......................................................................... 26
4.3 Status Of Required Equipment ......................................................................................... 42
4.4 Financials......................................................................................................................... 45
4.5 Website Usage, Access And Activities Statistics ................................................................ 49
4.6 Status On Objectives ........................................................................................................ 54
5. CONCLUSION............................................................................................................................... 55
6. RECOMMENDATIONS / SUGGESTIONS........................................................................................ 56
7. LESSONS LEARNED ...................................................................................................................... 58
ANNEXURE - A EXISTING STAFF POSITION OF DIRECTORATE OF E&M
ANNEXURE - B BUDGET OF DIRECTORATE OF AGRICULTURE (E&M) PUNJAB
ANNEXURE - C LIST OF MARKET COMMITTEES IN PUNJAB
ANNEXURE - D MANPOWER AND FACILITIES PROVIDED UNDER FRUIT AND VEGETABLE
ANNEXURE - E PERFORMA FOR DATA COLLECTION FROM DISTRICT MARKET COMMITTEES
ANNEXURE - F WEEKLY MEETING CONDUCTED BY THE E.A.D.AS (E&M) IN THE PUNJAB & PERSONS
TRAINED DURING THE MONTH OF FEBRUARY 2008

ANNEXURE - G WEEKLY MEETING CONDUCTED BY THE E.A.D.A’S (E&M) IN THE PUNJAB AND
PERSONS TRAINED DURING THE MONTH OF JUNE 2008
ANNEXURE - H DISTRIBUTION LIST OF AIR CONDITIONERS SPLIT
ANNEXURE - I DISTRIBUTION LIST OF COPY PRINTERS
ANNEXURE - J ALLOCATION OF COMPUTERS UNDER AMIS PROJECT
ANNEXURE - K LIST OF PROJECT VEHICLES AND ITS ALLOCATION
ANNEXURE - L PART PROGRAM/PROJECT RATINGS
ANNEXURE - M PROJECT STAFF

1 | P a g e
EXECUTIVE SUMMARY
This report is product of the assessment and evaluation the project of “Establishment of Agriculture
Marketing Information Service (AMIS) in Punjab”, conducted after the project closure with an intention to
review the implementation process, results achieved and to infer lessons.
The project is aimed at enhancement of efficiency in marketing system through provision of timely, reliable
and useable market information to growers, traders, consumers and policymakers. The project commenced on
9th
, August 2005 and completed on 30th,
June 2008. PC-IV was submitted by the Sponsor and Executing Agency
of the project i.e. Director of Agriculture (Economics & Marketing) Punjab on 27th,
May 2008. The project was
approved with a cost of Rs. 112.891 Million.
During the evaluation, it is found out that some of the Objectives are achieved through this project while
others are partially achieved.
Among major recommendations are to make some IT infrastructure enhancements like, establishment of a
proper Data Centre for the http://www.aims.pk, a proper backup infrastructure like online UPS and online
Backup for web server, provision of a handsome bandwidth (minimum 2MB link) to handle the traffic on the
site and upgrading of the existing computers/workstation being used for development. It is also recommended
to use information dissemination resources like radio and television for the awareness about agriculture
marketing information services to the farmers. Further development of the Agriculture Marketing information
System may be outsourced because of lack of in-house expertise.
Up-gradation of AMIS concept is required like e-Choupal launched in India, whereby, IT intervention is made to
virtually cluster all the value chain participants, delivering the same benefits as vertical integration does in
mature agricultural economies like the USA, to eliminates wasteful intermediaries and multiple handling,
thereby, significantly reducing transaction costs.
As per the PC-IV a total of 16 posts including technical and support staffs are requested to be continued. These
posts may be transferred through SNE, along with allied recurring expenses, from development to non-
development side subject to commitment by the Agriculture Marketing Department for fulfilling the above
stated recommendations within tightly scheduled time frame and responsibility matrix.

3 | P a g e
1. INTRODUCTION
The purpose of this evaluation report is to assess and evaluate the project titled “Establishment of Agriculture
Marketing Information Service (AMIS) in Punjab”. The evaluation is conducted at the project closure with an
intention to review the implementation process, results achieved and to infer lessons. Its focus is primarily on
the efficiency, effectiveness and sustainability criteria. The evaluation report will portray the mapping of the
project purpose, scope and objectives (as planned and approved in PC-I) with the actual execution and
implementation in order to assess whether the project has been successfully completed.
The focus of this evaluation report is on the factors that affect project performance including project purpose
and design, performance measurement, evaluations, strategic planning, project management and project
results.
and useable market information to growers, traders, consumers and policymakers. The project was
commenced on 9
th
, August 2005 and the actual completion date of the project was 30
th
June 2008. The project
was approved with a cost of Rs. 112.891 Million. PC-IV was submitted for closure of the project by the sponsor
and executing agency of the project i.e. Director of Agriculture (Economics & Marketing) Punjab on 27th,
May
2008.
This evaluation report comprises eight sections. The “Introduction” is followed by the “Project Description” as
its second section addressing project brief, background, objectives, justification, cost details, long term
objectives, and sponsor’s assessment.
The third section of report focuses on the “Evaluation Methodology” that describes evaluation type, its
purpose and evaluation plan that reflects how the evaluation is carried out, following an explanation of the
choice of data collection methods used, a description of all the phases in data collection, sampling procedure
and selection of performance indicators.
The fourth section of the report presents the “Observations” from the data collection phase. It is documented
in a way to answer the questions such as: what happened and why, what were the actual outcomes achieved
in comparison to intended ones (described in PC-I) and what are the positive and negative impacts on the
target groups (beneficiaries or end users). This section is populated with observations on actual visits from the
sampled districts, planned versus actual project activities, planned and actual achievements, status of required
equipment, financials, website usage, access and activities statistics. The performance indicators defined in the
third section have also been discussed.
The fifth section of the report gives the conclusion followed by the sixth and the most important section of the
report that includes “Recommendations / Suggestions” for the effective usage of the project outcomes and
resources. This section also addresses the suggestions for improvements in project planning and execution as
well as identifying matters requiring follow up actions. The rationale for the recommendations is clearly
explained and linked with the information collected during the evaluation process.
Seventh section discusses the “Lessons Learned” aimed at improving development plans and strategies for the
future projects and how to facilitate project execution by focusing on efficient management practices with
performance measurement.

4 | P a g e
2. PROJECT DESCRIPTION
The information in this section is taken from PC-I and sponsor assessment report:
2.1 PROJECT BRIEF
Project Title Establishment of Agriculture Marketing Information Service (AMIS)
in Punjab
Sponsoring Agency Government of Punjab through Agriculture Sector Program Loan – II
(ASPL – II)
Executing Agency Director of Agriculture (Economics & Marketing) Punjab, through
Project Manager
Operations and Maintenance Director of Agriculture (Economics & Marketing) Punjab
PC-I Original cost Rs. 112.891 Million
PC-I Revised cost Rs. 112.891 Million
Sanctioned Cost Rs. 112.891 Million
PC-IV Actual Cost Rs. 74.04 Million
Planned Start Date 09 August 2005
Actual Start Date 09 August 2005
Original Planned End Date 30th June 2008
Actual End Date 30th June 2008
Original gestation Period 36 Months
Revised gestation period 36 Months
End users/Beneficiaries of the
Project/Target Group
Growers/farmers, traders, exporters, importers, consumers,
policymakers and market committees

5 | P a g e
2.2 BACKGROUND
Overall objective of Agriculture Sector is to increase farm productivity and ensure increased incomes for the
farmers, especially small holders. Vision 2020 of the Government of the Punjab stipulates improved wholesale
markets and marketing infrastructure as one of the main objectives. One of the key objectives of ASPL-II is also
to promote efficient markets for major commodities in order to promote market based incentives for farmers.
An efficient market information system is a pre-requisite for efficient operations of the markets, absence of
which has resulted in market imperfections leading to severe price fluctuations which contribute to
fluctuations in the crop production.
A skeleton staff was sanctioned to look after the activities of agricultural marketing through Directorate of
Agriculture (Economics & Marketing), Agriculture Department in Punjab province during 1967. Of the total 34
districts of Punjab, 31 districts were staffed with one Extra Assistant Director of Agriculture (Economics &
Marketing) and one Agricultural Officer (Economics & Marketing). The sanctioned strength of the Directorate
of E&M along with vacant posts is given as Annexure - A . The field staff had not been provided with necessary
facilities of mobility and proper office accommodation. There were only 8 old vehicles available with the whole
organization. The total budget of the directorate is less than 30 million per annum and is attached as Annexure
- B. There were 6 computers available at headquarter whereas this facility was not available in the field. The
previous process of collection and dissemination of agricultural marketing information was very slow and the
information generated loses its utility and purpose due to time lags and inappropriate dissemination channels.
To fill some of the information gaps, previously eight markets had been connected through a website
http://www.pamco.bz/ but it is not currently working with Agriculture Marketing department and more
specifically with this project
There are three categories of Markets currently in Punjab (A, B, C) and 134 markets of various categories
currently exist in Punjab. Each of these markets has a market committee to manage the affairs of the market.
Category wise list of market committees is annexed as Annexure - C. The Market Committees of A and B class
markets had already allocated budgets for purchase of computers for feeding information into the
Department’s website.
One umbrella project of Agriculture Department ‘Fruit & Vegetables Development in Punjab’ was also
initiated. It contains a component of agriculture marketing for integrating market facilities and support
services in the project area to improve productivity and quality of fruits and vegetables. The project area
include 6 districts; Multan, R.Y. Khan, Sargodha, T.T. Singh, peripheral areas of Lahore and Rawalpindi.
Facilities of staff, computers and vehicles for these 6 districts had not been demanded in the said project. The
facilities covered under “Fruit and Vegetables Development in Punjab” project are given as Annexure - D
2.3 OBJECTIVES
and useable market information to growers, traders, consumers and policymakers. The objectives in more
specific terms are as follows:
1. Sustainable growth In agricultural production especially that of potatoes, onion, tomatoes, garlic,
green vegetables mango, citrus and other essential kitchen items and crops with export potential;
2. Efficient flow of market information enabling the producers to optimize their resource allocations to
more profitable enterprises;
3. Real-time information on prices and market inflows assisting in efficient flow of commodities
between surplus and deficit areas resulting in better incomes for the producers and stable prices for
the consumers;

6 | P a g e
4. Matching production with demand by making the farmers aware about seasonal price and demand
patterns
5. Meeting of compliance issues/standards by providing Information on sanitary and phyto-sanitary
requirements of importing countries
2.4 JUSTIFICATION
To keep Pakistani agriculture competitive in international market, adherence to internationally accepted
benchmarks in quality and standards, availability of relevant and accurate timely information for the
stakeholders and knowledge about standards of quality set by importing countries are essential prerequisites.
An efficient Agricultural Marketing Information System will be a big help for the stakeholders in this regard. It
will assist the traders and producers to decide where, when and at what rate to sell their produce, resulting in
optimization of profits and additional means to invest in further enhancement of production.
Hence project is in line with overall objective of Agriculture sector, Vision 2020 and program objectives of
ASPL-II.
2.5 COST
1) Total Cost: Rs. 112.893 Million
Sr.
No
Item PC-I Estimates
(Millions)
1st
Year
PC-I Estimates
(Millions)
2nd
Year
PC-I Estimates
(Millions)
3rd
Year
PC-I Estimates
(Millions)
Total
1 Pay of Staff 1.995 3.075 3.151 8.221
2 Purchase of Durable Goods 36.418 0.000 0.000 36.418
3 Repair and Maintenance 0.100 2.700 3.476 6.276
4 Commodities & Services 18.156 24.150 19.670 61.976
Total Cost 56.669 29.925 26.297 112.891
2) Variable/Annual Recurring cost: Rs. 22.833 Million
2.6 LONG TERM OBJECTIVES
Specific long-term performance measures that focus on outcomes and meaningfully reflect the purpose of the
project are not stated explicitly in the project.
Overall objective of Agriculture Sector is to increase farm productivity and ensure increased incomes for the
farmers, especially small holders. Vision 2020 of the Government of the Punjab stipulates improved wholesale
markets and marketing infrastructure as one of the main objectives. One of the key objectives of ASPL-II is also
to promote efficient markets for major commodities in order to promote market based incentives for farmers.
An efficient market information system is a pre-requisite for efficient operations of the markets, absence of

7 | P a g e
which has resulted in market imperfections leading to severe price fluctuations which contribute to
fluctuations in the crop production. A bumper crop year leads to depressed prices which work as a disincentive
for the farmers and next year they tend to avoid that crop leading to shortages and high prices which
ultimately hurts the consumers. The phenomenon is observed in all major crops except wheat, but it is more
prominent in case of horticultural crops. To illustrate the point, long term price behavior of potato and onion is
given below:
To keep Pakistani agriculture competitive in international market, adherence to internationally accepted
benchmarks in quality and standards, availability of relevant and accurate timely information for the
stakeholders and knowledge about standards of quality set by importing countries are essential prerequisites.
An efficient Agricultural Marketing Information System will be a big help for the stakeholders in this regard. It
will assist the traders and producers to decide where, when and at what rate to sell their produce, resulting in
optimization of profits and additional means to invest in further enhancement of production.
Hence project is in line with overall objective of Agriculture sector, Vision 2020 and program objectives of
ASPL-II.
Price Behaviour of Potato
350
500
650
800
950
1100
1250
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
PricesinRs.Per100Kgs.
Price Behaviour of Onion
0
200
400
600
800
1000
1200
1400
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
PricesInRs.Per100Kgs.

8 | P a g e
2.7 RISK
As per PC-I the activities described in the project are already performed manually by the existing staffs which
are to be intensified and carried on large scale. As such there is least risk involvement.
Collection, collation and dissemination system needs to be developed carefully and efficiently to avert the
possibility of providing wrong information.
2.8 PLANNED PROJECT ACTIVITIES
The key activity of the project is to increase the degree of knowledge of market participants (farmers, traders,
policymakers and consumers) about the market as improved access to information leads to an improved
understanding of the working of the market. Thus, this project is designed to revitalize the existing marketing
information system on modern lines for providing quick, correct and relevant information to all market
functionaries/ participants to enable them to take rational decisions and compete in domestic and
international markets efficiently and to policymakers for improved understanding of the market for timely
intervention. Major activities of the project are as follows:
1. Fulfill the information needs of all market functionaries including growers/ farmers, traders
(middleman), consumers, exporters and planners and policymakers for their general and specific use.
2. Collect process and disseminate the information on prices along with their trends and volume traded
of different agricultural commodities on regular basis.
3. Up-gradation/ modernization and interlinking of the markets and market committees through
provision and use of latest information devices like computers, internet & website facility, telephones,
fax, Radio and TV etc.
4. Develop an early warning system indicating expected shortages, surpluses and price fluctuations with
a purpose to manage market crash and save the growers and consumers from the exploitation by
middleman.
5. Training of staff for collection analysis and dissemination of market information
6. Capacity building of stakeholders to utilize market information
7. Generation of market news and bulletin, economic and statistical database and analytical reports with
regular intervals.
8. Guide policymakers to take appropriate and correct decisions/measures regarding resource allocation
and policy intervention in the agriculture sector through providing up to date information.
9. Export promotion through provision of information regarding global production, prices in
international market, required quality and packing standards of potential importers.
2.9 EXPECTED/PLANNED ACHIEVEMENTS OF PROJECT ACTIVITIES
and useable market information to the stakeholders. The expected achievements of the project activities are
described as follows:
2.9.1 SUSTAINABLE GROWTH IN AGRICULTURE
An effective marketing system is necessary to accelerate the pace of economic development. With the
expected increase in the country’s population and per capita income, marketing is expected to play a crucial
role in ensuring that consumers are able to obtain food at reasonable prices, while farmers get returns that are
remunerative enough to ensure their continued involvement in agricultural activities. Price fluctuation is more

9 | P a g e
dominant in case of fruits, vegetables and minor crops as compared to food grains and major crops. There
exits a vicious circle of prices and production, due to seasonal surpluses and deficiencies. The produces are hit
by COBWEB theorem as shown below:
This vicious circle can be broken by educating the producers and providing them with reliable forecasts to plan
their production. Stabilized prices will help to have sustainable growth in production of potatoes, onion,
tomatoes, garlic, green vegetables mango, citrus and other essential kitchen items which will benefit not only
the growers but the consumer as well.
2.9.2 OPTIMUM RESOURCE ALLOCATION
An efficient marketing process plays an important function in optimum resource allocation in the economy by
emanating signals about changes in supply and demand so as to guide factors of production into desirable
economic activities. It stimulates production and supply to fulfil consumer requirements in terms of place,
time, form and ownership. An effective marketing system needs to be developed hand-in-hand with the
development of agricultural production in order to reap the full benefits for farmers and consumers. It will
contribute toward achieving some of the basic goals of agricultural development, including raising agricultural
income, optimal allocation of agricultural resources, increased self-sufficiency in food and attainment of price
stability. Proper flow of market information will help the producers to put their resources in more profitable
enterprises.
2.9.3 EFFICIENT DISTRIBUTION OF FOOD
If the marketing chain functions inefficiently, investment in production becomes more costly and risky and
may end up being wasted. Poor storage of staple grains leads not only to food loss but also to wastage of the
resources required to produce the food. These resources could have been used to diversify diets or to produce
crops for export. About 40% of urban population is living with marginal income which is hardly enough to feed
these families. This population section is deeply affected by sharp fluctuations in the prices of kitchen items. At
the same time prices are increased due to monopolistic situation in the markets. Flow of information will
induce competition to increase efficiency in marketing system. This will reduce the difference in producer
prices and consumer prices. Flow of information will also induce timely transportation of essential food items
from surplus to deficit areas. The consumers will benefit as under:
1. Reduced price fluctuations
2. Quick transportation to deficit areas
3. Reduced marketing/distribution cost
4. 5 to 10 percent relief in prices is expected for consumers in the prices of essential food items if an
efficient market information system is established.
2.9.4 MATCHING PRODUCTION WITH DEMAND
Significant food losses are caused by wastage resulting from demand-supply imbalances of a particular crop. If
farmers are aware of seasonal price and demand patterns from previous years, they can plan their production
more efficiently. Using the appropriate technology, they can harvest both before prices are expected to drop
and after prices start to rise again.

10 | P a g e
Daily or weekly market price, supply and demand information can help farmers decide when to harvest and
where to sell the produce at what price. The extension staff, while usually well trained to provide advice on
production aspects, frequently lacks access to information on marketing and post-harvest matters.
2.9.5 MEETING OF COMPLIANCE ISSUES/STANDARDS
Information on sanitary and phyto-sanitary issues may be helpful to raise quality of agricultural produce, its
packing and labeling according to the standards of importing countries. Information will be provided on
HACCP, EUROGAP, and Codex alimentary. This will help to boost export of fruits and vegetables to developed
countries like European Union, USA and Japan. Proper packing, standardization and compliance to importers
standards will help to increase both the volume of exports and per unit value.
2.10 PLANNED METHODOLOGY
As per PC-I the market information service would comprise a series of interrelated activities, as given below:
1. Data Collection
2. Data Analysis and Processing
3. Data Dissemination
2.10.1 DATA COLLECTION
The value of a market information service depends greatly on the quality of the information collected.
Therefore, when designing a system for the collection of current price and supply data in the market, it is
necessary to develop procedures to ensure that the data collected is reliable and accurate. This can be
challenging because of the very nature of markets for perishable items. The main sources of information and
type of information to be collected are as under:
2.10.1.1 INFORMATION FROM FARMERS
1. Prices received
2. Marketing costs such as commission charges, transportation and packaging etc.
3. Crops produced (varieties and quantities in different seasons and areas).
4. Percentages directly marketed by farmers or sold to traders.
5. Names and locations of different markets used.
6. Methods of transportation.
7. Methods of packaging.
8. Post harvest losses incurred.
9. Marketing problems.
10. Current sources of market information, if any.

11 | P a g e
2.10.1.2 INFORMATION FROM TRADERS
1. Sale prices at the markets
2. Crops handled (varieties and quantities in different seasons).
3. Type of trader (wholesaler, retailer, commission agent).
4. Names and locations of markets used.
5. Facilities available in the markets.
6. Commission rates of commission agents.
7. Market fees and taxes.
8. Methods of transportation and freight rates
9. Methods of packaging.
10. Post harvest losses incurred and preventive measures.
11. Marketing problems.
12. Current sources of market information.
2.10.1.3 INFORMATION FROM CONSUMERS
1. Taste and quality preferences
2. Packing preferences
3. Purchase habits
4. Price paid for different products and qualities and where from purchased
2.10.1.4 INFORMATION FROM INTERNET/WEBSITE
1. Global production
2. Major import markets and their import requirements
3. International prices
4. Trade flow of agricultural products
5. Quality and compliance issues
6. WTO conditions and agreements
7. Major competing exports of different commodities and their unit value

12 | P a g e
2.10.1.5 INFORMATION FROM RESEARCHERS
1. Trends in cost of production
2. Terms of trade
3. Comparative advantages
4. Productivity of factors of production
5. Post harvest technologies
6. Food technology issues
2.10.2 METHODS OF DATA COLLECTION
2.10.2.1 PRICE DATA
Prices in the market will be collected by interviewing the market vendors, and buyers, or by observation of
transactions between the buyer and the seller. The service will collect farm gate (price paid to farmers),
wholesale and retail prices. For proper price collection and estimation, at least five price observations will be
taken from different vendors in a market. Market prices would be collected by staff of the market committees
whereas farm gate prices would be collected by project staff and existing staff of Directorate of Agriculture (E
&M) at district level. Schedules for collection of prices are given at annex- 8 and 9 respectively. Data collection
sheets would have the following common elements:
1. The name of the market.
2. Name of the commodities, with variety if applicable.
3. Unique code for each commodity, which will facilitate the computerized processing of the data.
Commodities on the data collection sheet would be grouped by categories e.g. fruits, vegetables,
roots and tubers.
4. Local units of sale.
5. Separate columns for each price observation from different vendors.
6. Several rows at the bottom of the sheet for the data collector to record comments on the state of the
market.
7. Space for recording the data and time of data collection.
8. Space to allow the data collector to put his name and sign on the sheet.
The timings of price collection are important. Prices would be collected during the hours of market, when
busiest trading in progress and when most of the produce is traded. For correct price reporting, the units of
sale have due importance. To avoid confrontation in different units of sale, the required conversion and
calculation will be done before reporting.

13 | P a g e
2.10.2.2 SUPPLY DATA
In addition to above the agriculture department crop reporting wing will be established to get crop production
data, at later stage satellite imageries will be used to improve quality of information.
Supply data is more difficult and costlier to collect than price data. With availability of price data, a fair
estimation of prices and trends can be made using a representative sample of vendors. It also helps in a
reasonably accurate estimation of total supply situation of a given commodity.
To get an accurate estimate of the total supply a physical count or visual estimation of all the produce passing
through the entrance of the market will be made. For this, the market information system will need to have
some control at the entrance points to the market, and a trained person or persons will be stationed at the
entrance point to monitor the incoming produce. Supply data collection will start at the opening of the
market, and continue throughout the day. In certain cases, the drivers may be able to give an idea of the
quantity, which is contained, on the vehicle, in other cases the data collectors may have to make their own
rough estimates. Supplies will also be estimated on the market floor.
2.10.2.3 COST OF PRODUCTION DATA
Cost of production changes with the change in prices of inputs and the change in production technology.
Therefore it is necessary to update the database on cost of production on regular basis. Cost of production
data will be collected from the farmers visiting the markets as a regular feature and special surveys will also be
conducted after drawing village sample from each district. Services of existing E&M staff and market
committee’s staff will also be utilized in collection of cost of production data. Cost production data collected by
APCom and PERI will also be utilized.
2.10.2.4 INTERNET DATA
Data on the export markets and requirements of importing countries, global production and trade will be
collected through internet by the head quarters team and the same will be placed on website for the use of
field staff and the stakeholders. In addition the website of related organization viz. Export Promotion Bureau,
Pakistan horticulture Development & Export Board, Ministry of Food, Agriculture and Livestock, Small Medium
Enterprises Development Authority and other provinces will be browsed for need information.
2.10.3 DATA TRANSMISSION AND DATA PROCESSING
Once the data has been collected from the market, it will be uploaded in website by the market committee
staff. The price of every item will be collected from at least 5 vendors and the same will be uploaded as such
on a given format. The minimum, maximum and most frequently quoted/ modal price will be picked up by the
software itself. At the central unit the data will be checked for errors, and then compared with the data from
other markets to prepare daily and periodic reports. Market forecasts and guidelines for farmers, consumer,
traders, researchers and policymakers will also be prepared which will be provided on websites and circulated
in print form. A transmission schedule will be developed showing the collection and transmission day and time
for every market and mode of transmission. MIS will have the capability to produce several types of reports, as
well as presenting the data collected in a graphical format. For this reason personal computers, with the
customized software will be provided for manipulating market data.

14 | P a g e
2.10.4 DISSEMINATION OF MARKET INFORMATION
It will be done through:
2.10.4.1 WEBSITE
Website will be the major mean for transmission and dissemination of the Marketing Information System.
Users will be initially registered free of cost on the website and they will be provided information on prices
trends, price forecasts, and import/export situation through machine generated e-mails. Subsequently, as the
system establishes its credibility and usefulness, user-fees will be introduced to generate revenues for the
maintenance of the system. The website will contain following data:
1. Daily prices of 30 (A class) markets by December 2005, 60 (A &B class) markets by June, 2006 and all
the remaining (A, B & C class) important markets by December, 2006.
2. Price trend of major crops, pulses, fruits and vegetables
3. Price forecasts for essential kitchen items
4. Cost of production of major crops, pulses, fruits and vegetables
5. Supply data for important markets
6. Data on sanitary and phyto-sanitary requirements
7. Monthly overview of major crops
8. Statistics on production and foreign trade of agricultural products
9. Feasibilities for investment in agriculture marketing, food processing, cool chains and others.
10. Marketing laws
11. Introduction of different organizations dealing in agriculture marketing and their role
12. Different/rules regulation and Performa required for obtaining license to carry out agribusiness.
2.10.4.2 ELECTRONIC DISPLAY BOARDS
Electronic Display Boards will be fixed at prominent places to show market prices in different markets. These
boards will also be used to create awareness regarding rates and remunerations for different services
performed in the market, so that the farmers and traders can guard against illegal deductions and
overcharging.
2.10.4.3 BOOKLETS AND HANDOUTS
Growers’ capacity to draw inference from the price tables and charts is minimal. Similarly only a small
proportion of farmers have excess to the internet facilities to get benefit from the website therefore it is

15 | P a g e
necessary to provide them information through other suitable means as well. A crop activities calendar will be
prepared and followed for this purpose. The growers need information at the time of sowing. Once the crop is
sown it is less likely to change the supply position. Farmers decision regarding what to grow and how much to
grow depend on the prices received during the last season. This phenomenon gives rise to fluctuation in supply
and prices. If there is a bumper crop, the prices crash and in the next season farmers grow less.
Booklets and handouts will be prepared well before the sowing time to advise the farmers regarding what to
produce and how much to produce. For this purpose the publicity material will be prepared at the head
quarters level after consulting the field staff. This material will be available to the field formation through Web
Site. Copy printers are being provided at district level to the field staff for printing and distribution. This crop
specific and area specific information will be printed in large number in the form of handouts. These handouts
will be distributed amongst the growers in following ways.
1. Through market committees to the growers visiting there.
2. Through Agriculture extension staff.
3. Through farmers field schools.
4. Through seminars and workshops conducted for specific crop to district level.
2.10.4.4 WORKSHOPS AND SEMINARS
Workshops and Seminars will be arranged at DISTRICT and TEHSIL level to sensitize the growers and
agricultural experts regarding the market requirements both in terms of quality (sanitary and phyto-sanitary
measures) and quantity. These seminars will also be used to sensitize the growers to adopt commercial
methods in agricultural production. Marketing cooperatives will also be promoted through these seminars, so
that the farmers can purchase their inputs at lower price in the bulk form and dispose their output on better
terms. The idea of contract farming and buy-back arrangements with the exporters and processors will also be
pushed forward. The other major objective of those seminars is to sensitize the growers, traders and
agriculture experts regarding use of market information so that all of them may rationalize their decisions.
2.10.4.5 DEMONSTRATIONS AND EXTENSION
Farmer group and agriculture experts will be taken to the markets to practically demonstrate them improved
market practices. Staff of market committees will also be provided with actual demonstration regarding data
collection, sampling and auction management. Market committees play a vital role in price determination of
fruits, vegetables, pulses and other essential items at the retail level. The price list prepared by the market
committee becomes a reference for the district Government for checking the prices to discourage undue
profiteering. This is highly Technical job and consumers are directly affected by the price level determined by
the market committees. The staff of market committees will be given practical demonstration so that the price
determination mechanism is made more accurate and transparent.
2.10.4.6 THROUGH F.M. RADIO AND T.V. BY INVOLVING PRIVATE SECTOR
Some private parties have shown interest that they intend to establish F.M Radio Channels and T.V. Channel
with the major thrust on dissemination of Agriculture marketing information and agriculture production
technologies along with other commercial and entertainment activities, which will be main source of their
income. However some airtime will be purchased from PTV network to disseminate crop specific market
information. Major newspapers will also be approached to publish the daily rates.

16 | P a g e
2.10.4.7 RECRUITMENT OF PROJECT STAFF
The project staff will be recruited on contract basis. The existing regular/confirmed government servants are
eligible for appointment against contract posts on transfer and the issues regarding their lien etc. to their
permanent substantive posts shall be dealt with under the provisions of the prevailing Contract Appointment
Policy. Provincial Recruitment Committees will recruit the staff as per recruitment policy of the Punjab
Government. Constitution of Provincial Recruitment Committee is as under:-
Recruitment Committee:
Secretary Agriculture Department Chairman
Special Secretary Agriculture Marketing Member
Director of Agriculture (E&M) Member
Representative of Finance Deptt: Member
Project Manager Member (after his own selection)
2.11 SPONSOR’S ASSESSMENT
A Sponsor’s assessment report was provided by the sponsoring agency on 8th August 2008.
Sponsor’s Assessment Report:
“Agriculture Department, Marketing Wing started the subject cited development project for the improvement
of Agricultural marketing in the Punjab. This project was funded by the Agriculture Sector Programme Loan-II
and completed its gestation period on 30th
June, 2008. It’s PC-IV and SNEs have also been submitted to the
P&D department and Finance Department respectively for evaluation of the project and for conversion into
non-Development budget. This project played an important in improvement of prevailing agriculture
marketing information System.
Under this project the achieved physical targets as per PC-1 are given as under:
Website: Under this project a website http://www.amis.pk has been developed, this website is incorporated in
English & Urdu.
Following information/services are being provided on the website:
1. Daily prices of Agricultural commodities
2. Daily Updated weather and its forecasting
3. Agriculture Statistics area, production and yield of 36 major crops of Pakistan since 1947-48 to 2007-
08 are also available on the official website. World consumption data for major agriculture
commodities is also available.
4. Price Forecast/Trend.

17 | P a g e
5. Marketing Roundups and Publications.
6. Information regarding Food Processing, Post Harvest Practices and Investment Option.
7. Export Data, Agro-based industries, Quality Standards
8. Agriculture Produce Market Ordinance 1978 & Rule 1979
9. Cost of Production of different crops and Cropping Pattern
All the above said information is being updated on the official website on regular basis.
Installation of Digital Electronic Rate Board For timely awareness about the prices of major agricultural
commodities 27 electronic digital boards have been installed in the different agricultural markets in the
Punjab. The same prices which are up loaded on website by the market committees are being displayed on the
digital electronic boards through GPRS service. Presently daily prices of eight major markets are being
displayed on the Digital Electronic Display Boards. These boards have been installed at 27 different markets in
the Punjab, its locations are given below:
SN Location No. SN Location No.
1 Lahore 3 13 Bahawalpur 1
2 Faisalabad 2 14 Bahawal Nagar 1
3 Multan 2 15 Rahim Yar Khan 1
4 Gujranwala 1 16 Toba Tek Singh 1
5 Gujrat 1 17 Sargodha 1
6 Jehlum 1 18 D.G.Khan 1
7 Rawalpindi 1 19 Vehari 1
8 Okara 1 20 Sialkot 1
9 Sahiwal 1 21 Sheikhupura 1
10 Khanewal 1 22 Jhang 1
11 Chakwal 1 23 Kasur 1
12 Pakpattan 1
Total-27
Following services/publications were also being provided by the AMIS:
1. Mobilink Kisan Service (700)
2. Toll free Number (0800-51111)
3. Monthly Marketing Roundup
4. Research reports
5. Brochures and Handouts
6. Seminar and workshops
7. Daily computerized price list
8. Weekly Training program/Meeting by the
The sponsoring agency i.e. Program Management Unit, ASPL-II is satisfied at the performance of the said
project and recommends that this project may be converted from development to non-development budget
for the improvement of the existing marketing system. “

18 | P a g e
3. METHODOLOGY
3.1 EVALUATION TYPE
As the project’s PC- IV was submitted on April 4, 2007 for evaluation so at the project closeout stage the
“Terminal Evaluation” is conducted.
3.2 PURPOSE OF EVALUATION
The main purpose of this evaluation is to review the implementation process and achievement of results. Its
focus is primarily on the efficiency, effectiveness and sustainability criteria. It has helped us to determine
whether the project has been successfully completed and if so up to what extent. The report also provides
certain recommendations for the conversion of the project posts from development to non development side
and the requirement of project follow up.
3.3 EVALUATION PLAN
An evaluation plan was devised to provide a road map for the evaluation process. A team formation and
assigning of roles and responsibilities was done followed by literature review of the project and data collection
using primary and secondary methods. Observations were made on the collected data. Than mapping of
observations with PC-IV was done using data analysis and Interpretation techniques. After detailed analysis
and interpretation results are documented in the form of findings. Following are the details of all the steps:
3.3.1 TEAM FORMATION AND ASSIGNING OF ROLES AND RESPONSIBILITIES
A team was constituted in a meeting held at DGME for the evaluation of the project having expertise in the
project’s domain i.e. Information technology, data collection methods and data analysis and interpretation.
3.3.2 LITERATURE REVIEW
The plan focuses on an initial literature review of all the relevant documents and other stuff in order to have
an understanding of the project. Following documents, websites and evaluation tools and techniques were
consulted:
a. PC-I
b. PC-IV
c. Sponsor’s Assessment Report
d. Japan International cooperation Agency (JICA) Evaluation
‘JICA’s Evaluation’ is a tool for judging as objectively as possible the relevance and effectiveness
of JICA’s cooperation activities at four different stages during the project cycle: ex-ante, mid-
term, terminal, and ex-post. The primary objective of evaluation is to improve the effectiveness
and efficiency of projects by using evaluation results for better planning and implementation.
e. Program Assessment Rating Tool (PART) www.expectmore.gov
The Program Assessment Rating Tool, or PART, for short, is a questionnaire designed to help
assess the management and performance of programs. It is used to evaluate a program’s
purpose, design, planning, management, results, and accountability to determine its overall
effectiveness.

19 | P a g e
f. E-Government for Development Information Exchange.www.egov4dev.org
The "e-government for development information exchange" project is coordinated by the
University of Manchester’s institute for development policy and management. The project was
initially funded and managed by the commonwealth telecommunications organization as part of
the UK department for international development's "building digital opportunities" program.
g. DGM&E Evaluation Guidelines
h. https://www.amis.pk
i. www.punjab.gov.pk
3.3.3 SAMPLE SELECTION
The following 6 districts among 34 districts of the Punjab were visited for the evaluation process:
1. Lahore
2. Faisalabad
3. Multan
4. Pakpattan
5. Toba Tek Sing
6. Layyah
Simple Random Sampling Technique was used to select the districts after forming a complete sampling frame
of all the 34 districts of the Punjab. From this sampling frame initially 23 districts were selected where Digital
Electronic Display Boards are displayed than by using the computer generated random numbers the above 6
districts were selected for field visits under the project.
and useable market information to growers, traders, consumers and policymakers. The said objective was
intended to be achieved by endowing these district market committee offices the website access to enter daily
prices of all the fruits, vegetables and grains etc, electronic display boards, booklets and handouts, workshops
and seminars, demonstrations and extensions and through radio and TV. So, all the provided facilities are
considered to be uniform for the purpose of evaluation, a representative random sample of 6 districts is
selected to assess the overall efficiency of the project.
3.3.4 DATA COLLECTION
Following primary and secondary data collection tools were used for evaluation:
a. Visits, Interviews , Q&A and telephonic conversation
b. Performa/Questionnaire
c. Documents/Reports and written correspondence
3.3.4.1 VISITS, INTERVIEWS AND TELEPHONIC CONVERSATION
Visits to the selected sample districts that have the digital electronic boards were made. A visit and detailed
interview with the concerned officials of the central office of Agricultural Marketing Information Services in

20 | P a g e
Lahore was also carried out. Interviews with the following concerned staffs from the central office of the
Agriculture Marketing Services were conducted.
1 Mr. Muhammad Ajmal Project Manager
2 Mr. Nayyar Jalal Agriculture Economist
3 Mr. Liaqat Ali Raza Marketing Specialist
4 Mr. Humayun Sarwer Database Administrator
5 Mr. Sohail Zafar Web Master
Moreover, from the market committees of the selected districts following concerned were interviewed during
the visits:
1. Extra Assistant Director of Agriculture (E&M), EADA (E&M)
2. Agricultural Officer
3. Computer Operator
3.3.4.2 PERFORMA/QUESTIONNAIRE
A general Performa to gather information from all the districts was designed. The Performa is attached as
Annexure – E. The Performa was filled by the EADA of all the district market committees in the sample size.
3.4 PERFORMANCE INDICATORS
Following performance indicators are considered for performance measurement and evaluation:
1. Performance indicators related to trainings, seminars and workshops
a. No of persons/staff of Market committees trained for the use of the AMIS website and
regular price entry
b. No of seminars conducted to sensitize the growers and agricultural experts regarding the
market requirements
c. No of workshops/meetings of market committee officials with the farmers and traders for
awareness of the project and current market updates and requirements
2. No of market roundups published
3. No of research reports published
4. No of markets regularly updating the price information on website
5. No of price trend of major crops, pulses, fruits and vegetables available
7. Total no of electronic display boards erected in different markets for price display

21 | P a g e
8. No of updates on price boards in a day
9. Average functional time of electronic display boards
10. No of booklets and handouts published
11. Airtime purchased from PTV and other channels to disseminate crop specific market information
12. No of newspapers approached to publish the daily rates
13. Performance indicators related to website
a. Average Hits per Day
b. Average Hits per Visitor
c. Cached Requests
d. Failed Requests
e. Total Page Views
f. Average Page Views per Day
g. Average Page Views per Visitor
h. Total Visitors
i. Average Visitors per Day
j. Total Unique IPs

22 | P a g e
4. OBSERVATIONS
4.1 ACTUAL VISITS OBSERVATION FROM THE SAMPLED DISTRICTS
Following observations were recorded after data collection from the districts in the selected sample.
4.1.1 LAHORE
4.1.1.1 CENTRAL OFFICE AIMS
Interviews were conducted with the following officers of the central office of the Agriculture Marketing
Information Services Department on 16
th
August, 2008:
1. Mr. Muhammad Ajmal, Project Manager
2. Mr. Nayyar Jalal, Agriculture Economist
3. Mr. Liaqat Ali Raza, Marketing Specialist
4. Mr. Humayun Sarwer, Database Administrator
5. Mr. Sohail Zafar, Web Master
4.1.1.2 MARKET COMMITTEE SUB OFFICE
Interviews were conducted with the following officers/officials of the market committee sub office in
Vegetable and Fruit Market of Lahore on 22nd
August, 2008:
1. Mr. Sheikh Aslam Sultan, EADA (E&M), Lahore
2. Mr. Aslam, Agriculture Officer,
3. Rate Clerk
4. Computer Operator
5. Auctioneer (Vegetable Market)
6. Auctioneer (Fruit Market)
7. Inspector (Vegetable Market)
8. Inspector (Grain Market)
9. Rate In-charge
Following observations were recorded:
1. The function of the market committees as per EADA is to regulate the sale and purchase prices in the
market.
2. To convey the prices an electronic display board was erected on the market committee office.

23 | P a g e
3. The electronic display board is currently not working all the day because of electricity problem. There
is no UPS/Generator support.
4. The prices are regularly entered by the computer operator but just once/ day. The same prices which
are up loaded on website by the market committees are being displayed on the digital electronic
boards through GPRS service.
5. The computer operator mentioned some problem faced sometimes while updating the prices like
server not available or request failed errors.
6. It was told by the EADA and other staff that most of the stakeholders are aware about the services of
the Agriculture Marketing Information Services.
7. The prices are entered daily by the computer operator near 11 am. However, the auction and the
price settings are mostly affected during the early morning i.e in between 5 o’clock to 10 o’clock.
Whereas the auction of the fruit remains till evening.
8. It was observed that the change after 11 am till next morning is not properly conveyed. The board
was showing the last day prices in the peak time of next day i.e. 5:00 am to 11:00 am.
9. Moreover, for the awareness and transparency of the market commission agent rates and labor rates,
awareness boards were erected at different place on the entrance of the market. These boards help
in the regulations and adoption of the same rates throughout the market. Certain complaints
regarding over charging are handled by the concerned officials.
10. The first training was provided to the staff of the market committee about the services of the project
and entering the prices into the website.
11. Four Meetings/Seminars/Workshops of the farmers and the intermediaries are conducted monthly on
regular basis and they are provided the market round ups and other material for their information
and benefit.
12. The manual record of the arrivals and inputs to the market are maintained up to some extent. But
there is no process of digital weighing of the weight input on arrival. So, there is no proper record of
how much arrival per day the market is taking for vegetables, fruits and grains etc.
13. The inspector Grain market and the EADA informed that the grain market of Lahore is not properly
working. It has become a retailer market rather than whole sale.
14. The toll free number for providing the information and support is not properly working during the
evaluation process but was effectively working during execution.
15. An executive table, computer table, revolving chair, computer chair and 5 visitor chairs are provided
to the market committee office.
16. SMS Service regarding daily rates is also provided.
17. It was suggested by the whole staff to continue the project or convert it to regular non development
process as project is very effective and providing facilities to the stakeholders. The project facilities
may also be upgraded.

24 | P a g e
4.1.2 PAKPATTAN
Interviews were conducted with the following staff of market committee sub office in Vegetable and Fruit
Market of Pakpattan:
1. EADA (E&M) Agriculture
2. Secretary Market Committee
3. Agriculture Officer
4. Administrator Market
5. Data Entry Operator
1. Electronic/Digital Rate Board located at Sub Office Market committee Jadeed Sabzi Mandi, Pakpatan
was not working due to the scheduled electric power shut down.
3. Four Meetings/Seminars/Workshops of the farmers and the intermediaries are conducted monthly on
and benefit.
4. Driver and computer operator were not provided under this project due to which the daily rates entry
is done by Agriculture Officer.
5. The Furniture/Fixture and equipment provided under this project were in use in EADA office.
6. The uploading of daily rates at www.amis.pk is usually done at 1100 hrs but at times this activity gets
delayed for one to two hours.
4.1.3 MULTAN
An Interview was conducted with the following staff of market committee sub office in Vegetable and Fruit
Market of Multan:
1. EADA (E&M) Agriculture
1. Electronic/Digital Rate Board located at the entrance of Fruit and Vegetable Market Multan was not
working due to the schedule electric power shut down
2. EADA (E&M), AO, Multan market committee has also established a digital weighing station in order to
capture the data regarding all the fruits and vegetables entering in to the market. This weighing
station has been established through Public Private Partnership without bearing any cost. Moreover,
this weighing station is also paying 20 % profit share to the Market Committee.
3. The initial training of AMIS was provided to the staff of the market committee about the services of
the project and entering the prices into the website.

25 | P a g e
4. The market committee staff informed that four meetings/seminars/workshops of the farmers and the
intermediaries are conducted monthly on regular basis and they are provided the market round ups
and other material for their information and benefit.
5. The Furniture / Fixture and equipment provided under this project are available and are being utilized
for AMIS.
4.1.4 FAISALABAD
Interviews were conducted with the following staff of market committee sub-office in Vegetable and Fruit
Market of Faisalabad on 22
nd
August, 2008:
1. Bashir Ahmad, Extra Assistant Director of Agriculture (Economics & Marketing)
is no UPS/Generator support.
3. The prices are regularly entered by the computer operator but just once/ day. The same prices which
are uploaded on website by the market committees are being displayed on the digital electronic
boards through GPRS service.
5. Four meetings/seminars/workshops of the farmers and the intermediaries are conducted monthly on
and benefit.
6. The Furniture / Fixture and equipment provided under this project is available and is being utilized for
AMIS.
7. The computer operator mentioned some problem faced sometimes while updating the prices like
server not available or request failed errors.
8. It was told by the EADA and other staff that most of the stakeholders are aware about the services of
the Agriculture Marketing Information Services.
9. The toll free number for providing the information and support is working during the evaluation
process but was more effective during execution phase.
10. SMS Service regarding daily rates is also provided.
4.1.5 TOBA TEK SINGH
Interviews were conducted from the market committee sub-office in Vegetable and Fruit Market of Toba Tek
Singh on August, 2008
1. Extra Assistant Director of Agriculture (Economics & Marketing)

26 | P a g e
is no UPS/generator support.
3. The first training was provided to the staff of the Market Committee about the services of the project
4. Four meetings/seminars/workshops of the farmers and the intermediaries are conducted monthly on
and benefit.
5. The Furniture / Fixture and equipment provided under this project is available and is being utilized for
AMIS.
4.2 PLANNED VS ACTUAL PROJECT ACHIEVEMENTS
The key activity of the project was to increase the degree of knowledge of market participants (farmers,
traders, policymakers and consumers) about the market as improved access to information leads to an
improved understanding of the working of the market. This project was designed to revitalize the existing
marketing information system on modern lines for providing quick, correct and relevant information to all
market functionaries/ participants to enable them to take rational decisions and compete in domestic and
international markets efficiently and to policymakers for improved understanding of the market for timely
intervention. Major activities of the project as per plan were:
1. Fulfill the information needs of all market functionaries including growers/ farmers, traders
(middleman), consumers, exporters and planners & policymakers for their general and specific
use.
2. Collect process and disseminate the information on prices along with their trends and volume
traded of different agricultural commodities on regular basis.
3. Up-gradation/ modernization and interlinking of the markets and market committees through
provision and use of latest information devices like computers, internet & website facility,
telephones, fax, Radio and TV etc.
4. Develop an early warning system indicating expected shortages, surpluses and price fluctuations
with a purpose to manage market crash and save the growers and consumers from the
exploitation by middleman.
5. Training of staff for collection analysis and dissemination of market information
6. Capacity building of stakeholders to utilize market information.
7. Generation of market news and bulletin, economic & statistical database and analytical reports
with regular intervals.

27 | P a g e
8. Guide policymakers to take appropriate and correct decisions/measures regarding resource
allocation and policy intervention in the agriculture sector through providing up to date
information.
9. Export promotion through provision of information regarding global production, prices in
international market, required quality and packing standards of potential importers.
As previously discussed PC-I provides certain planned/expected activities of the project which are mapped
with the actual activities of the project during the evaluation process through data collection methods and
then extracting the following observations through them.
4.2.1 WEBSITE
4.2.1.1 MAJOR MEANS FOR TRANSMISSION AND DISSEMINATION OF THE MARKETING
INFORMATION SYSTEM
A fully new Dynamic/Data Driven Website (http://www.amis.pk) has been developed with a bilingual support
(English and Urdu). It has become the major means for transmission and dissemination of the Marketing
Information System.
4.2.1.1.1 ENGLISH

28 | P a g e
4.2.1.1.2 URDU
4.2.2 FREE OF COST INITIAL USER REGISTRATION
General public can browse around the website without any registration. Whereas for daily price updates every
market committee has their own users which are allocated to them free of cost.
4.2.3 DAILY PRICES UPDATES
It was planned to enter the daily prices of 30 (A class) markets by December 2005, 60 (A & B class) markets by
June, 2006 and all the remaining (A, B & C class) important markets by December, 2006. Whereas among the
total of 135 market committees 31 are A class, 49 are B class and 55 are C class. Out of these markets
averagely 80-90 market committees are entering the price information regularly on the web.
Most of the C class markets are not on board because of non availability of supporting IT equipment and staff.
Price Entry sheet on website is available to all the committees after proper login assigned to them. They can
update the prices once in a day.

29 | P a g e
4.2.3.1.1 PRICE ENTRY SHEET

30 | P a g e
4.2.3.1.2 CURRENT PRICE COMMODITY WISE
4.2.3.1.3 CURRENT PRICES CITY WISE

31 | P a g e
Date/Crop/City wise prices searching
Selected City/Market with Prices in Rs/100Kg
Specified Date (Current Date at default level)
Specific City/W
holesale M
arketCom
m
odities Prices
4.2.3.1.4 PROBLEMS
Although it’s a good initiative on part of AIMS project to have 80-90 markets on board to regularly update the
price information, however, during the evaluation process it was observed that the price entry is allowed by
the central office once a day.
Most of the market committee staff is entering the data after 10 am due to which the data displayed on the
electronic boards before 10 am is of the previous day. Whereas, the peak time of most of the markets is from
5:00 am to 11:00 am.
Moreover, the computer operators interviewed during the visits reported website access errors during price
updating activities.
4.2.3.2 PRICE TREND OF MAJOR CROPS, PULSES, FRUITS AND VEGETABLES
Price trends are available under price forecast tab at http://www.amis.pk/PriceForcasts/Forcasting.aspx.

32 | P a g e
Price trends are available from the current date to 2 months back. However, it was observed that the dates on
the x-axis are jumbled up, making them less readable.
Moreover, the price trends are under wrong head i.e. Price Forecast:
4.2.3.3 PRICE FORECASTS FOR ESSENTIAL KITCHEN ITEMS
Research reports were published in 2006-07 in English on kitchen items for trends, export, import and
forecasting.
Monthly Market round ups and daily prices help the stakeholders to forecast, however these forecasting
estimates only consider the market committees prices no other factors like weather, inflation etc are not
considered.
Price forecasting is only shown on the website in the form of price trends as mentioned early.
4.2.3.4 COST OF PRODUCTION OF MAJOR CROPS, PULSES, FRUITS AND VEGETABLES
Available under the Cost of production in the menu at http://www.amis.pk/Cost_Irri.aspx but only Sugar Cane,
Irri, Paddy, and Basmati is available.
Whereas the district wise Average Cost of Production is also available at:
http://www.amis.pk/Costofproduction/Cost%20of%20production%20of%20the %20wheat.htm.
Cropping pattern is also available in Urdu at http://www. amis.pk/CropPattern.aspx
However, these costs of production are updated after a year being an extensive effort after through surveys
and research.

33 | P a g e
4.2.3.4.1 DISTRICT WISE COST OF PRODUCTION
4.2.3.4.2 CROPPING PATTERN
Cropping pattern just shows the district wise schedule of the crops

34 | P a g e
ACTIVITYCALENDER
4.2.3.5 SUPPLY DATA FOR IMPORTANT MARKETS
For timely awareness about the prices of major agricultural commodities 27 electronic digital boards have
been installed in the different agricultural markets in the Punjab. The same prices which are up loaded on
website by the market committees are being displayed on the digital electronic boards through GPRS service.
Presently daily prices of eight major markets are being displayed on the Digital Electronic Display Boards with 4
permanent markets: Rawalpindi, Fasisalabad, Multan and Lahore and the said city’s and its 3 neighboring
cities/markets.
4.2.3.6 DATA ON SANITARY AND PHYTOSANITARY (SPS) REQUIREMENTS
Phyto-sanitary requirements are any legislation, regulation or official procedure having the purpose to prevent
the introduction and/or spread of quarantine pests. Compliance with SPS standards and market requirements
can be an important factor for competitiveness of exporters, especially for fresh produce.
It was informed by the Project manager that the data on SPS requirements is the part of the international
standards packing, residual and other guidelines on the website. Whereas, the research reports and other
material on website have no literature and data on Sanitary and phytosanitary requirements.

35 | P a g e
4.2.3.7 MONTHLY OVERVIEW OF MAJOR CROPS
Monthly market roundups were published during the project execution phase and were also properly
disseminated through the EADAs of the market committees.
However the last monthly round up was of April 2008. June and July round ups were not published because of
shortage of funds. Monthly roundups are also uploaded in pdf format on website as well:
4.2.3.8 STATISTICS ON PRODUCTION AND FOREIGN TRADE OF AGRICULTURAL PRODUCTS
Agriculture Statistics from 1947-48 TO 2007-08 are consolidated and uploaded on the website under the Agri
statistics option of menu for:
- Area, production and yield of 36 major crops of Punjab, Sind, NWFP, Baluchistan & PAKISTAN.
- Historical Prices of major crops from 1990-91 TO 2007-08

36 | P a g e
Export statistics are also published on the website for the awareness and guidance of the stakeholders.
Provincial Area Production
Provincial Production Statistics
Average Yield Statistics
Historical Prices

37 | P a g e
4.2.3.8.1 HISTORICAL PRICES
Historical Prices of major crops from 1990-91 TO 2007-08 under Agriculture Statistics:
Matrix Data From Selected Parameters
Parameter Selection
Graphical Representation Of Dynamic Matrix Data

38 | P a g e
4.2.3.8.2 EXPORT STATISTICS
4.2.3.9 FEASIBILITIES FOR INVESTMENT IN AGRICULTURE MARKETING, FOOD PROCESSING,
COOL CHAINS AND OTHERS
Pre-Feasibility studies for deployment of small scale Agro-based industries are available at
http://www.amis.pk/Investmentoptions.aspx

39 | P a g e
4.2.3.10 MARKETING LAWS
The Punjab agricultural produce markets ordinance, 1978 and rule, 1979 is uploaded on the website and is
available in PDF format for reference and information of stakeholders:
4.2.3.11 INTRODUCTION OF DIFFERENT ORGANIZATIONS DEALING IN AGRICULTURE
MARKETING AND THEIR ROLE
Complete introduction of different organizations dealing in agriculture marketing and their role is not available
on the website. However, the list of agro based industries in every district is available along with their contact
numbers and addresses. The reason of non availability informed during the interview with the project team
was non availability of website addresses and email information.
4.2.3.12 RULES REGULATION AND PERFORMA REQUIRED FOR OBTAINING LICENCE TO
CARRY OUT AGRIBUSINESS
The rule 6 & 9 uploaded under the “The Punjab agricultural produce markets ordinance, 1978 and rule, 1979”
describes obtaining licenses to carry out agribusiness. The separate information for obtaining the licenses and
the procedural requirements are not uploaded.

40 | P a g e
4.2.4 ELECTRONIC DISPLAY BOARDS
For timely awareness about the prices of major agricultural commodities 27 electronic digital boards have
been installed in the different agricultural markets in the Punjab. The same prices which are up loaded on
website by the market committees are being displayed on the digital electronic boards through GPRS service.
Presently daily prices of eight major markets are being displayed on the Digital Electronic Display Boards.
These boards have been installed at 27 different markets in the Punjab.
30 electronic boards were planned in the PC-I, 27 for the first 2 years and 3 for the 3
rd
year. However, the
funds for the first two years were not enough for the accommodating the quantity of 30 even after
reallocation.
A common problem of non availability of power backup of the electronic boards was observed. Due to which
the actual benefit was not achieved 100% even after all the effort.
4.2.4.1.1 DIGITAL ELECTRONIC RATE BOARDS AND THEIR LOCATIONS
S.# Location No. S.# Location No.
4 Gujranwala 1 16 Toba Tek Sing 1
6 Jehlum 1 18 DG Khan 1
9 Sahiwal 1 21 Shaikhupura 1
11 Pakpattan 1 23 Chakwal 1
12 Kasur 1
TOTAL - 27
4.2.5 WORKSHOPS AND SEMINARS
As per PC-I the workshops and Seminars were supposed to be arranged at District and Tehsil level to sensitize
the growers and agricultural experts regarding the market requirements both in terms of quality (sanitary and
phyto-sanitary measures) and quantity.

41 | P a g e
The field staff of this project has conducted 727 meetings in the different districts of the Punjab. 03 Major
seminars were conducted by the project staff.
Detail of Major Seminars
S. No. Name of Seminar Location Date
1 Marketing of Mango State Bank Building, Kalma
Chowk, Multan.
23-04-2007
2 Marketing of Potato Pak Marriage Hall, Faisalabad
Road, Okara.
19-06-2007
3 Marketing of Citrus Fruits Mazhar Hall/Civil defense
Hall, Kachari Road, Sargodha
10-12-2007
The details of the meetings conducted monthly are attached as ANNEXURES F and G.
This project is also coordinating with other projects/programmes, where the provision of market information is
concerned. However, close working relation with following projects is being followed; “Fruit & Vegetable
development project in Punjab” and “Establishment of Punjab Institute of Agriculture Marketing (PIAM)”.
The fruit and vegetable development project is being executed in the 6 districts i.e. Multan, R. Y. Khan,
Sargodha, T. T. Singh, peripheral areas of Lahore and Rawalpindi of the Punjab. In these six districts the Fruit &
Vegetable development project is giving training to the farmers through Farmer Field School (FFS). The
E.A.D.A’s (E&M) of the above said districts being a district head under the AMIS project are participating in the
Farmer Field School (FFS) for giving training to the farmers on the Agricultural Marketing and distribute the
research reports, brochures and handouts among the growers which is being prepared by the AMIS staff of the
headquarter.
The Extra Assistant Directors of Agriculture (E&M) under the project Agriculture Marketing Information
Services (AMIS) hold weekly meeting with the growers and other stakeholders in their respective districts all
over the Punjab for providing training on different aspects of agriculture marketing
Although a relatively good effort for conducting regular However, it was observed that the formal workshops
and seminars were not sufficient enough to fulfill the planned objective of sensitizing the growers and
agricultural experts regarding the market requirements both in terms of quality (sanitary and phyto-sanitary
measures) and quantity. A deficiency of proper contents and plan in terms of quality (sanitary and phyto-
sanitary measures) and quantity was observed.
4.2.6 DEMONSTRATIONS AND EXTENSION
As per PC-I it was planned that farmer group and agriculture experts would be taken to the markets to
practically demonstrate them improved market practices. Staff of market committees would also be provided
with actual demonstration regarding data collection, sampling and auction management. The price list
prepared by the market committee becomes a reference for the district.
It was informed by the project team that the monthly meetings of EAD’s with the farmers were conducted and
demonstrations and extensions are also done.
The project team informed that staff of market committees was provided an initial training by the Agriculture
marketing department regarding data collection, sampling and auction management.

42 | P a g e
4.2.7 THROUGH F.M. RADIO AND T.V. BY INVOLVING PRIVATE SECTOR
As per PC-I some private parties had shown interest that they intended to establish F.M Radio Channels and
T.V. Channel with the major thrust on dissemination of Agriculture marketing information and agriculture
production technologies along with other commercial and entertainment activities, which will be main source
of their income. However, some airtime was also planned to be purchased from PTV network to disseminate
crop specific market information. Major newspapers would also be approached to publish the daily rates.
However, no airtime was purchased from PTV network to disseminate crop specific market information.
Whereas, regular price rates are provided to PTV, Geo, Aaj and Radio Pakistan. Jung, dawn, business recorder
and Khabrain newspapers are provided the daily price rates to publish.
4.3 STATUS OF REQUIRED EQUIPMENT
Following equipment was purchased against the project.
Sr.
No.
Name of Items Quantity Amount
Allocated
Actual
Expenditure
Location
1 Air Conditioners 30 1,500,000 1,012,500
24 units at E.A.D.A (E&M) offices in
Sheikhupura, Okara, Kasur, Gujranwala,
Narowal, Sialkot, Gujrat, Jhelum,
Chakwal, Khushab, Bhakhar, Mianwali,
Faisalabad, Jhang, Khanewal, Sahiwal,
Pakpattan, Vehari, Bahawalnagar,
Bahawalpur, D.G Khan, Rajan Pur,
Layyah, Muzafargarh and six units are for
project staff at Head office (E&M)
Lahore.
2 Copy Printer 26 4,640,000 1,894,500
E.A.D.A (E&M) offices in Khanewal,
Sahiwal,Pakpattan,Vehari,Bahawalnagar,
Bhawalpur, Dera Ghazi Khan, Rajanpur,
Layyah,Muzafarghar,Lahore,Sheikhupura,
Okara, Kasur, Gujranwala, Narowal,
Sialkot, Gujrat, Jhelum, Chakwal,
Khushab, Bhakhar, Mianwali, Faisalabad,
Jhang and Head Office Lahore
3 Photo Copier 2 400,000 447,200
Central office AIMS
4 Laptop Computer 2 300,000 187,543
Central office AIMS
5 UPS 1KVA 34 480,000 356,660
Allocated to E.A.D.A (E&M) Chakwal and
Lahore, S. O (Est.) Agri-Marketing, EADA
(E&M) Sheikhupura, D. S-1 (Agri-
Marketing), EADA (E&M)D.G Khan,

43 | P a g e
Sr.
No.
Allocated
Actual
Expenditure
Location
Multan, DDA-1 (E&M), EADA (E&M)
Jhang, Superintendent (E&M), EADA
(E&M) Jhelum and Sahiwal, PA to
Director (E&M), EADA (E&M) Rawalpindi,
Kasur, and Bahawal Nagar, Chief
Agriculture (P & D) ,EADA
(E&M)Khenewal, Okara, Bahawalpur and
Vehari, A.O (E&M) Headquarter, EADA
(E&M)Pakpattan, Faisalabad, Bhakkar,
Sialkot and Layyah. PM (AMIS),
Agricultural Economist (AMIS), Marketing
Specialist (AMIS), Data Base
Administrator (AMIS), Web Master
(AMIS), Computer Operator(AMIS) and
Computer Operator(AMIS).
6 Computers 34 3,060,000 2,331,150
Allocated to E.A.D.A (E&M) Chakwal and
Lahore, S. O (Est.) Agri-Marketing, EADA
(E&M) Sheikhupura, D. S-1 (Agri-
Marketing), EADA (E&M)D.G Khan,
Multan, DDA-1 (E&M), EADA (E&M)
Jhang, Superintendent (E&M), EADA
(E&M) Jhelum and Sahiwal, PA to
Director (E&M), EADA (E&M) Rawalpindi,
Kasur, and Bahawal Nagar, Chief
Agriculture (P & D) ,EADA
(E&M)Khenewal, Okara, Bahawalpur and
Vehari, A.O (E&M) Headquarter, EADA
(E&M)Pakpattan, Faisalabad, Bhakkar,
Sialkot and Layyah. PM (AMIS),
Agricultural Economist (AMIS), Marketing
Specialist (AMIS), Data Base
Administrator (AMIS), Web Master
(AMIS), Computer Operator(AMIS) and
Computer Operator(AMIS).
8 Printer 34 639,200
9 UPS for Main
server
1 80,000 48,000
Central office AIMS
10 Branded design
Server
1 800,000 473,000
Central office AIMS
11 Scanner A3 Size 1 57,000 61,500
Central office AIMS
12 Thin Client
Terminal
1 70,000 62,000
Central office AIMS

44 | P a g e
Sr.
No.
Allocated
Actual
Expenditure
Location
13 Furniture & Fixture 2,000,000 1,998,660
14 Suzuki Jeeps 32
Nos. + One Suzuki
Cultus Car
32 + 1 23,050,000 20,635,000
1 Cultus with Director of Agriculture, 5
Suzuki jeeps at Project (AMIS), 7 Suzuki
jeeps at Directorate of Agriculture
(E&M), and 20 Suzuki jeeps at field
offices of EADA (E&M).
15 Digital Board 27 18,000,000 17,976,000
Lahore (3), Faisalabad (2), Multan (2) ,
Gujranwala, Gujrat, Jehlum, Rawalpindi,
Okara, Sahiwal , Khanewal , Pakpattan ,
Kasur , Bahawalpur, Bahawal Nagar,
Rahim Yar Khan, Toba Tek Sing,
Sargodha, DG Khan, Vehari , Sialkot,
Shaikhupura, Jhang and Chakwal.
Total 54,437,000 48,122,913
All the above mentioned equipment is well utilized and well maintained for the said purpose of the project.
However, the Electronic boards are not functional during the electricity shortage because of no UPS/Generator
support.
The detail lists with serial numbers of the above mentioned equipment are attached as ANNEXURES H, I, J and
K.
4.3.1 TECHNICAL AND OPERATIONAL SUPPORT
Technical and operational support for the IT equipment was maintained by the DBA and Web master hired on
the project.
The website is acting as a backbone of the system but is residing on a web server with no online backup. The
heavy duty UPS required to run the server and related equipment was also not available which causes
inconvenience for the website users.
Moreover, the web server itself should also be upgraded with a much better bandwidth as the current
bandwidth is not sufficient enough to serve the said purpose.
The dedicated HQ based servers are insufficient to handle the applications properly; no network, Anti Virus,
Mail, Backup and Storage servers are present.
There is no post of network administrator on the project to look over the infrastructural requirements for the
smooth running of the website. There is also no separate server room available.

45 | P a g e
4.4 FINANCIALS
Following are the observations in terms of the financial expenditure:
i. Planned total cost (as per PC-I): Rs. 14.59 Million
ii. Variable/Annual Recurring cost: Rs. 2.44 Million
iii. Actual cost as per PC-IV: Rs.13.44 Million
4.4.1 PLANNED (AS PER PC-I) VS ACTUAL (AS PER PC-IV)
Sr. No Item PC-I Estimates
(Millions)
Actual Expenditure up to
March-2008 (Millions)
1 Pay of Project Staff 8.221 4.456
2 Purchase of Durable Goods 36.42 30.782
3 Repair & Maintenance of Durable Goods 6.276 2.957
4 Transportation 12.800 7.202
5 Communication 21.096 16.441
6 Utility, Stationery, Printing & Advertisement, Books,
Rent and others
28.080
12.202
Total
112.893 74.04
4.4.2 YEAR WISE ALLOCATION, RELEASE AND SPENDING
Years Phasing as
per Year
PSDP
Allocation
(Millions)
Releases
(Millions)
Expenditures
(Millions)
Expenditures
%age
2005-06 First Year 56.669 56.669 30.05 53.03%
2006-07 Second Year 29.925 40.351 32.76 109.47%
2007-08 Third Year 26.297 26.297 16.133 61.35%
Total 112.891 112.891 78.94 69.93%

46 | P a g e
4.4.3 MANPOWER
Following are the observations regarding manpower hiring as provisioned in PC-I and stated in PC-IV.
Sr.
#
Name Designation Posting Date BPS
1 Mr. Muhammad Ajmal Project Manager 23-10-2007 18
2 Mr. Nayyar Jalal Agriculture Economist 23-10-2007 18
3 Mr. Liaqat Ali Raza Marketing Specialist 13-07-2006 18
4 Mr. Humayun Sarwer DBA 12-08-2006 17
5 Mr. Sohail Zafar Web Master 11-06-2008 17
6 Mr. Muhammad Nauman Saeed Computer Operator 12-08-2006 12
0
20
40
60
80
100
120
First Year Second Year Third Year Total
2005-06 2006-07 2007-08
56.669
29.925
26.297
112.891
56.669
40.351
26.297
112.891
30.05 32.76
16.133
78.94
Planned vs Actual Financials
PSDP Allocation (Millions) Releases
(Millions)
Expenditures
(Millions)

47 | P a g e
7 Mr. Muhammad Bilal Javed Computer Operator 12-08-2006 12
8 Mr. Mushtaq Ahmad Driver 07-04-2007 5
9 Mr. Muhammad Shaukat Abbas Driver 18-08-2006 5
10 Mr. Muhammad Waseem Anjum Driver 20-08-2006 5
11 Mr. Muhammad Matloob Hussain Driver 31-08-2006 5
12 Mr. Abdul Razzaq Naib Qasid 04-09-2006 2
13 Mr. Tahir Abbass Naib Qasid 12-04-2007 2
Manpower is required for the follow up and regular operations of the project in AMIS Central office at Lahore.
4.4.4 PERFORMANCE INDICATORS
Following performance indicators are calculated on the basis of quantitative and qualitative analysis
performed on the collected data :
14. Performance indicators related to trainings, seminars and workshops
a. No of persons/staff of Market committees trained for the use of the AMIS website and
regular price entry 318
b. No of seminars conducted to sensitize the growers and agricultural experts regarding the
market requirements 03
c. No of workshops/meetings of market committee officials with the farmers and traders for
awareness of the project and current market updates and requirements 727
15. No of market roundups published 20
16. No of research reports published 23
17. No of markets regularly updating the price information on website 80 to 85
18. No of price trend of major crops, pulses, fruits and vegetables available
“11 essential agricultural commodities i.e. Wheat, Black gram, Mash, Masoor, Moong, Tomato,
Potato, Onion, Red Chilli (Dry), Sugar and Maize are available on the official website”
“Data regarding Cost of Production of 07 major crops is available on the website”
20. Total no of electronic display boards erected in different markets for price display

48 | P a g e
27 electronic boards have been installed on the following locations:
SN Location No. of Digital Boards
Installed
S.No. Location No. of Digital
Boards Installed
4 Gujranwala 1 16 Toba Tek Sing 1
6 Jehlum 1 18 DG Khan 1
9 Sahiwal 1 21 Shaikhupura 1
11 Pakpattan 1 23 Chakwal 1
12 Kasur 1
Total 27
21. No of updates on price boards in a day “Every two hours”
22. Average functional time of electronic display boards “24 hours”
23. No of booklets and handouts published 15
24. Airtime purchased from PTV and other channels to disseminate crop specific market information
No air time purchased from any T.V channel but daily rates are being sent daily to Eight T.V
channels like PTV, GEO T.V, APNA T.V, AAJ T.V, ATV, ARY one world, Express T.V and C-42. The
Express & Geo T.V displayed the daily rates in the form of Telestrip. The daily rates also
broadcasting from the Radio Pakistan in its two daily Punjabi programmes “Kath Kath Haryali” and
“Jattay thary Hal Wagdhy”
25. No of newspapers approached to publish the daily rates
07 dailies Newspapers are being approached i.e. Daily Nawa-i- Waqat, Daily Jang, The News,
Business Recorder, Jahan Noman, Daily Insaaf and Daily Osaaf
26. Performance indicators related to website:
a. Average Hits per Day 9,828
b. Average Hits per Visitor 41.18
c. Cached Requests 83,224
d. Failed Requests 37,997
e. Total Page Views 93,069
f. Average Page Views per Day 3,002

49 | P a g e
g. Average Page Views per Visitor 12.58
h. Total Visitors 7,398
i. Average Visitors per Day 238
j. Total Unique IPs 2,733
4.5 WEBSITE USAGE, ACCESS AND ACTIVITIES STATISTICS
4.5.1 ACTIVITY STATISTICS
4.5.1.1 FOR THE MONTH OF OCTOBER AND NOVEMBER 2007 (DURING PROJECT
EXECUTION)
4.5.1.2 FOR THE MONTH OF MAY AND JUNE 2008 (NEAR PROJECT CLOSURE)
4.5.2 ACESS STATISTICS
4.5.2.1 MOST POPULAR PAGES
4.5.2.1.1 NOVEMBER 2007

51 | P a g e
4.5.2.1.2 JUNE 2008

52 | P a g e
4.5.2.2 MOST DOWNLOADED FILES
4.5.2.2.1 NOVEMBER 2007

53 | P a g e
4.5.2.2.2 JUNE 2008
The above incomplete requests are mostly because of low bandwidth issues, no access to website and time
put during power shortage and UPS problems etc.

54 | P a g e
4.6 STATUS ON OBJECTIVES
i. Following are the findings pertaining to the objectives of this component of the project as
mentioned in PC-I:-
Sr. # Project Objectives Status Remarks
1
Sustainable Growth In Agricultural
production especially that of
potatoes, onion, tomatoes, garlic,
green vegetables mango, citrus and
other essential kitchen items and
crops with export potential
Achieved to a
little extent
The project activities of website,
promotional materials and market round
ups focus on awareness and marketing not
on ensuring the sustainable growth.
However the market roundups and
research reports may help in making
decision to grow and deliver the required
crops
2
Efficient flow of market information
enabling the producers to optimize
their resource allocations to more
profitable enterprises
Achieved at
most as
planned
Through 23 Research Reports, 8
Training Sessions at Lahore and regular
trainings/meetings with farmers in
districts, Handouts / Booklets and
flexosigns, website, daily price updates
and 27 electronic display boards
3
Real-time information on prices and
market inflows assisting in efficient
flow of commodities between
surplus and deficit areas resulting in
better incomes for the producers
and stable prices for the consumers
Achieved at
most as
planned
Daily Prices on website and Digital Rate
Boards, Mobilink Kisan Service and Toll
Free Number are imparting in achieving
this objective but the timings and
frequency of entry of the prices to the
website must be increased and
regularized. No alternate power source
for electronic boards in case of regular
electricity shut down
4
Matching Production With Demand
by making the farmers aware about
seasonal price and demand patterns
Partially
Achieved
Activity Calendar, monthly Market
Roundups are available on website. Price
forecasting trends are also available on
the website but it only caters the PRICE
factor while forecasting
5
Meeting of Compliance
issues/standards by providing
Information on sanitary and phyto-
sanitary requirements of importing
countries
Partially
Achieved
Quality Standards Information, Export
Markets Information, Statistical Data &
Historical Prices and Codex Information is
available on the website and is updated as
and when required.

55 | P a g e
5. CONCLUSION
After a detailed study and analysis of project documents, interviews and visits to project location to determine
project findings and provide feedback on the execution and implementation of the project it is concluded that
the project success can be rated as MODERATELY EFFECTIVE. (The detail of the above ratings is attached as
ANNEXURE – L)

56 | P a g e
6. RECOMMENDATIONS / SUGGESTIONS
1. The dissemination of the agriculture marketing information services is heavily dependent on the IT
infrastructure which is now the weakest part of the project. It is, therefore, recommended that the
following IT infrastructural enhancements should be made immediately:-
a. Establishment of a proper Data Centre for the http://www.aims.pk
b. A proper backup infrastructure like online UPS and online Backup for web server
c. A handsome bandwidth (minimum 2MB link) is required to handle the traffic on the site
d. Up gradation of the existing computers/workstation being used for development
2. The updating of price information on website, which is currently being done only once a day, should
be done at least thrice a day. It is recommended to update the prices firstly early in the morning
which is the peak time of the market. Two more updates can then be done at the market closure time
of around 10/11:00 a.m. and at night/evening (if possible).
3. It is recommended that whenever the prices are updated on the electronic board there must be an
announcement by the EADA of the Agriculture market Committee through speakers that the prices
are updated so that the people in the market are aware of the current prices and may check them.
4. It is recommended to use information dissemination resources like radio and television for the
awareness about agriculture marketing information services to the farmers.
5. The work performed by the project team in the limited resources especially the development team
and the IT support staff is appreciated. However, it is recommended to have a 2
nd
phase of this
project as there is requirement of heavy data analysis, interpretation and forecasting.
6. Further development of the Agriculture Marketing information System may be outsourced because of
lack of in-house expertise. Indonesia, Japan, Korea, Malaysia, Philippines, Taiwan ROC, Thailand and
India have Agriculture Marketing Information Systems which can be looked at. Some of the new
features that the enhanced system should include are:
a. Dynamic maps indicating the location of all fresh produce markets, millers, ginners, abattoirs and
grain silos across the Punjab
b. Daily prices, qualities and quantities of selected fresh produce sold on the major fresh produce
markets across the Punjab
c. Fresh produce market-related information including market fees and names and contact details
of market agents and market masters
d. An e-library containing agricultural commodity marketing value chain profiles of field crops,
livestock and horticulture departments/companies in Punjab to give farmers an insight on the
structure.
e. Grading and packaging legislation, as well as information toolkits on grading

57 | P a g e
f. Pictorial information kits on the generic approach to agricultural marketing, livestock
auctioneering, and grading of selected agricultural products available in all languages
g. Periodical agricultural economic review and forecast reports.
7. Although Mobilink Kisan Service is a good effort by the AIMS team but it is recommended to setup a
dedicated Kisan Call Centre. Kisan Call Center should be a complex telecommunication infrastructure,
computer support and human resources system organized to manage effectively and efficiently the
queries raised by farmers instantly in the local language. At this center the Subject Matter Specialists
(SMSs) can interact with farmers to understand their problem and answer the queries by using
telephone and computer.
8. The Digital weighing station facility introduced in the case of Multan Fruit and Vegetable Market
should also be provided in other markets in Punjab where Market Committee exists. This activity
should preferably be carried out in public-private partnership as this would help in enhancing the
level of confidence on the captured data.
9. Up-gradation of AMIS concept is required like e-Choupal launched in India, whereby, IT intervention is
made to virtually cluster all the value chain participants, delivering the same benefits as vertical
integration does in mature agricultural economies like the USA. As a direct marketing channel,
virtually linked to Indian ‘Mandi’ system for price discovery, e-Choupal eliminates wasteful
intermediaries and multiple handling, thereby, significantly reducing transaction costs.
10. As per the PC-IV a total of 16 posts including technical and support staffs are requested to be
continued. These posts may be transferred through SNE, along with allied recurring expenses, from
development to non-development side subject to commitment by the Agriculture Marketing
Department for fulfilling the above stated recommendations within tightly scheduled time frame and
responsibility matrix.

58 | P a g e
7. LESSONS LEARNED
It has been analyzed and evaluated that the project’s PC-I was prepared and better conceived as compared to
many of the projects being evaluated. The execution of the project may also be rated as satisfactory; however,
following lessons might be learned from the project execution and evaluation:-
1. To benefit the farming communities from the new global market access opportunities, the internal
agricultural marketing system of the country needs to be integrated and strengthened. It was
observed during the evaluation process that all the agriculture market committees are not interlinked
or integrated with each other. There is no process of sharing the information and resources for
effective results.
2. There is requirement of strengthening and regulating the Agriculture Market Committees by having a
complete record on daily total supply into the market through some digital weighing and
computerization system.
3. There is wide price variation of a commodity according to quality. Fruit and vegetable prices are
particularly influenced by quality, including size. The lack of a uniform national grading system is a
major constraint to the development of an efficient national marketing information service. As a
second step, then there is requirement of digitizing/computerization of the uniform national grading
system. Even if a grading system mechanism exists, it was observed that it was not properly functional
and operational.
4. Agriculture marketing today depends on information system, i.e. on adequate information about
what people want, at what price, and who can supply it. Various studies reveal that farmers, on an
average, get a reasonably higher price by selling their produce in the regulated markets (Agricultural
Produce Market Committees - APMCs) compared to rural, village and unregulated wholesale markets.
The locus of agricultural growth has been shifted from production front to the processing and
marketing front. The investment in agricultural marketing system would, therefore, go a long way in
making agricultural sector vibrant and enable it to face the competition of international trade
environment without adversely affecting the livelihoods of those who depend on farming.
5. The existence and dissemination of complete and accurate marketing information is the key to
achieve both operational and pricing efficiency in the marketing system. Advancement in Information
and Communication Technology (ICT) has made the world a smaller place and a larger market at one
go. To fully utilize the new emerging trade opportunities for the benefit of farming community, there
is a felt need to establish an ICT based "Agricultural Marketing Information Network' in the country
and more specifically in Punjab. It is advised to have a strong ICT base for the Agricultural Marketing
Information System as it was observed that there is no separate Data Centre for the AIMS and even
the server has no online backup controller and online UPS installed, it also requires high processing
server and support equipment.
6. In order to facilitate wider market access to farm produce and better price discovery through value
addition, there is requirement of additional dissemination of information on market requirements in
terms of quality, packing, standards, sanitary and phyto-sanitary conditions, etc. It was observed that
although the previously mentioned value addition items are mentioned in PC-I but were somehow
not given much attention during project execution like training to farmers about quality, packing,
standards, sanitary and phyto-sanitary conditions etc.

project-id011-eval-reprt-establishment-of-agriculture-marketing-information-services

project-id011-eval-reprt-establishment-of-agriculture-marketing-information-services

Recommended

Recommended

More Related Content

Similar to project-id011-eval-reprt-establishment-of-agriculture-marketing-information-services

Similar to project-id011-eval-reprt-establishment-of-agriculture-marketing-information-services (20)

project-id011-eval-reprt-establishment-of-agriculture-marketing-information-services