Training course winners design programs to benefit farmers Fighting vitamin A deficiency

Welcome new partners!

Growing

Cassava

2 | VOICES | May 2013

W elcome to Farm Radio Resource Pack 96.

This Pack focuses mainly on cassava, but

includes a script on using agricultural

equipment (a water pump), and a

Broadcaster info doc on how to get farmers to speak

about things that are important to them.

In many parts of Africa, cassava is one of the most

important crops for small-scale farmers. This Pack

focuses on cassava production in Tanzania, but the

information it contains can be readily adapted for cassava

farmers in other parts of Africa.

Cassava is important as a food security crop. Because it

tolerates dry conditions well and because it can be stored

in the ground for a long time, farmers have come to rely

on it. Even when grain crops fail, farmers know they will

get some food from their cassava. Because of these

useful qualities, cassava has often been promoted as a

famine crop. Unfortunately, cassava has developed an

“image problem.” It has been seen as only a famine crop

or a poor person’s crop, which has prevented farmers

from realizing its true potential to feed their families and

provide income.

Fortunately, cassava has been experiencing a rebirth in

Tanzania and other cassava-growing countries.

Governments as well as national and international

organizations and donors are promoting cassava not just

as a famine or poor person’s crop, but as a crop with

huge income potential for farmers. Value can be added to

cassava in many ways. It can be processed into a variety

of food products – breads, cakes, biscuits, and

other flour-based foods. Increasingly, it’s being

used as a component of animal feed, and in

industrial products such as textiles, glues and

paper products.

Currently, too few small-scale farmers are taking

advantage of the opportunities to add value to

cassava by linking with processors and

marketers, or through processing cassava on the

farm. To profit from opportunities in the whole

cassava value chain, small-scale farmers are

being advised to work together in groups or co-

operatives. By working in groups, farmers can

maximize their potential to not only feed

themselves with cassava, but to enter the

cassava value chain and increase their income

and bargaining power.

Many challenges face the cassava value chain in

Tanzania and elsewhere. For example, in

Tanzania, few farmers or farming groups

produce the volume of cassava needed to

provide larger processors with a reliable supply.

Access to clean water, poor transportation

infrastructure, and the underdeveloped nature of

the cassava product distribution chain have all

been identified as difficulties.

But with the rebirth of interest and excitement

about cassava, that is all beginning to change.

Growing cassava

Continued on page 3

We’re particularly excited to present the first item, a 40-episode mini-drama entitled The Root of Life. In

the drama, we meet cassava farmers Kumdidimo and Mesozi, journey with them through good and bad

fortune, laugh and cry, and get lots of valuable information about cassava along the way. The Root of

Life is accompanied by a manual which helps broadcasters make the best use of the drama on their

radio station.

Item 2 is an issue pack that concentrates on the production part of the cassava value chain, with a focus

on Tanzania. It presents stories of two cassava farmers, introduces background information on growing

cassava (useful for cassava farmers in Tanzania and elsewhere in Africa), information on the cassava

value chain in Tanzania, offers tips for creating radio programs on cassava, and provides a list of

resources – organizations, audio programs, videos and documents – for further information about

cassava in Tanzania and elsewhere.

Item 3 – entitled Cassava: A poor man’s crop no longer! – focuses on the cassava value chain in eastern

Kenya, and was written by Winnie Onyimbo. We see how cassava can put vital, even life-saving food on

the family table when the weather is unpredictable, and how adding value to cassava can help farmers

meet all their daily needs.

Item 4 is entitled Farmer uses a water pump to triple his maize yields. It tells the story of a Malian

farmer who used a simple machine – a water pump – to help make valuable compost that almost tripled

his maize yields. It was written by journalist and Farm Radio International staff person Mariam Koné.

Item 5 is a Broadcaster info doc which explores how broadcasters can assist farmers to talk about

what’s important to them. In other words, the document discusses how broadcasters can facilitate

farmer voice. It offers a seven-step approach which can help broadcasters to help farmers participate in

their own development.

We hope you enjoy Farm Radio Resource Pack 96! As always, if you have questions or comments about

the Pack, please let us know by contacting Vijay Cuddeford, Farm Radio International’s Managing Editor

and Editor in Chief of Voices, at vcuddeford@farmradio.org.

VOICES | May 2013 | 3

Farmer bringing fresh cassava to the urban markets Woman using a solar drier for her cassava chips

Resource Pack 96 contains five items

Continued from page 2

R adio producers from 12 stations and

organizations across sub-Saharan Africa will soon air

new programs that they designed to respond to the

real needs of their farming audiences.

From September to December 2012, radio producers

from stations across Africa participated in an online

training course offered by Farm Radio International,

with financial support from the Commonwealth of

Learning and the Government of Canada, provided

through the Canadian International Development

Agency.

During the course, participants learned how to design

a high-quality weekly radio program for farmers.

Course modules focused on subjects such as: what

makes good radio for farmers, finding out audience

needs, information programming, using storytelling,

how to make a program interesting, how to develop a

program outline, how to gather audience feedback,

and how to get support – either financial or in-kind –

for the program. Some participants used the

opportunity to improve an existing farmer program,

while others designed new programs.

Participants were paired with experienced Canadian

and African radio producers, who provided feedback

and mentoring on course assignments. At the end of

the course, participants submitted designs for a

weekly farmer-focused program. Mentors reviewed

the submissions and selected the best as winners.

The winners will receive seed money to help get their

radio programs up and running.

“I was very impressed by the dedication participants

demonstrated to their farming audiences by putting

so much time into improving their programming for

farmers,” says Blythe McKay, Manager of the

Resources for Broadcasters Program at Farm Radio

International. “Farmers are the real winners since

they will be getting better radio programs.”

Justin Boswell Oryema from ABS FM

in Uganda

Peter Frank Banda, Filius Jere and

Martin Mwape from Breeze FM in

Zambia

Mabel Phiri and Thomas Zulu from

Petauke Explorers Radio in Zambia

Carolyne Bii from Shine FM in Kenya

Rachel Adipo from UCRC in Kenya

Cornelius Adumpo from Radio Builsa in Ghana

Lydia Ajono from Radio Gurune in Ghana

Rehema Ndagire, Sarah Mawerere and Richard Bwayo Katami

from Uganda Broadcasting Corporation

Peter Balaba and James Senabulya from Nakaseke FM in

Uganda

Mushe Muhle Masuku from Nkayi Farming Radio in Zimbabwe

Darlington Kahilu from National Agricultural Information

Services in Zambia

Jean-Armand Bokally Dande from Radio Rurale Lolodorf in

Cameroon

Susuma Susuma, formerly with MVIWATA and now with Farm

Radio International in Tanzania

Training course winners design programs to benefit farmers

Congratulations to the following individuals and teams for their winning entries:

4 | VOICES | May 2013

Mr. Haji Muwanga Siraje, a

renowned commercial coffee farmer

in Kiziba Village, Nakaseke District

(pictured with his granddaughter),

being interviewed by Peter Balaba of

Nakaseke FM for their farm radio

program

Why do farmers turn off a famer program?

Some lessons learned by broadcasters over the years Since radio broadcasting began back in the 1920s, broadcasters

have learned a great deal about what works best on the radio, for

instance:

The audience comes first.

There is no rewind button on the radio so information has to

be clear and easily understood.

The use of listening clubs and group discussions can

enhance the radio listening experience greatly—something

that has been put to very good use in Africa.

While early radio was one-way from studio to audience, today radio incorporates feedback via

telephone, letters and email. One listener may have a question or comment about a broadcast, but

almost certainly many other listeners will share the question or point of view.

The story of an individual struggle and/or triumph will touch many when it is broadcast.

Listeners identify with people who sound like them and have shared similar life experiences.

Radio is good at storytelling and illustration. It is not good at transmitting dense, factual information.

No matter how well-intentioned a radio program is, if it does not engage and entertain the audience,

people will tune out.

It only takes a second for a listener to tune to another station – but maybe hours or days before

they come back.

Offering programs in local languages and targeting local issues attracts audiences in specific areas.

In the past, broadcasters have made at least four big mistakes when broadcasting to farmers:

Farmers don't like being lectured at – especially by non-farmers! Broadcasters believed that if they

lectured farmers, farmers would take action. It doesn't work. Often the only action farmers took was to turn

off the radio.

Farmers don't like being misled. Governments sometimes think they can tell farmers what to do without

knowing and respecting the situation of the farmers. Farmers see through this and tune out.

Farmers won't waste their time on something useless. Some radio programs are simply not very

helpful. The information they provide is not relevant, not detailed enough or out-of-date. Farmers have no

compelling reason to tune in and so they ignore the program.

Farmers want their program to be attractive! Too often, program producers just assemble information

and shovel it onto the airwaves without any thought about making it attractive for their listeners. The

farmers switch stations or give up on radio.

Farmer program producers need to understand that you

have to win your listeners' loyalty with every program. And

the good news is that you can win it, and the farmers will

love you for it!

VOICES | May 2013 | 5

Update on Farm Radio International’s Training and Standards Program What a month! It’s March, 2013 and Farm Radio

International trainers are working in radio

stations in Ghana, Ethiopia and Malawi. Each

trainer will spend a month in their respective

stations, working with all station broadcasters

to improve their skills, but focusing especially

on those who make programs targeting

farmers. The intense training sessions will lead

to each station producing a new series of

farmer-focused radio programs. Most will follow

the Participatory Radio Campaign model

developed by FRI.

Many broadcasters have found the trainings a

revelation and transforming: "It was the first

experience I ever had in going to the field to

meet our farmers, discussing their felt needs as to

what they really need to hear on the radio," says

Victoria Dansoa Abankwa. For the last three years,

this extension officer has hosted a regular program

for farmers at Central Radio in Cape Coast, Ghana.

"What marvelled me was to realize that farmers

could tell their issues in the form of stories."

Farm Radio International uses the "in-station

training" model to enhance the skills of farm

broadcasters and others in radio stations, rather

than special courses or workshops. During in-

station trainings, a qualified FRI broadcast trainer

spends up to a month working with the station’s

production team. The trainer, with help from the

team, identifies specific weaknesses in both

individual broadcast skills and in the design of the

farmer radio program. To address these

weaknesses, there are group training sessions,

individual mentoring, and over-the-shoulder

coaching. Stations receive a full package of training

materials developed by the FRI Training and

Standards department. That package stays with

the station for their use and reference after

trainers have completed their time. One great

advantage of the in-station approach is that all

training is done in the broadcasters’ local language.

There is no need to use English or French, which

means much clearer explanations and

understanding.

And the training doesn't stop when the trainer

leaves the station. Each member of the production

team can receive up to a full year of distance

mentoring via email and the internet from a

professional broadcaster (African or Canadian) who

volunteers time to listen to audio submissions,

critique scripts and answer questions.

Finally, FRI staff in each country monitor the

programming produced by stations after the training.

Using a tool developed by FRI, staff score the

programs in five key areas and determine whether or

not the training has had the desired impact. If further

weaknesses are identified, or some lessons seem not

to have been learned as well as expected, FRI sends a

trainer back to the station to work on the specific

issues.

"For many radio station staff, this is the first

professional coaching they have ever had," says David

Mowbray, FRI's Manager of Training and Standards.

"We don't always solve all the problems the first time

through. But when there is a will both in the staff and

the management of the station to improve their

programs for farmers, the change in quality and

professionalism can be remarkable."

All in-station trainers receive an intensive, two-week

training of trainers workshop from FRI. This is

followed by skills development to ensure the trainers

have all the skills and tools they need to make their

training effective. FRI also monitors the work of its

trainers through feedback from the stations, spot

visits by FRI staff, and reports from station

management. Each trainer provides a detailed report

of what they encountered at the station and how they

met challenges. These reports are shared with the

entire training team so everyone can learn.

FRI is developing special tools to gather audience

feedback on the programs via mobile phone. We will

use this feedback to help identify weaknesses that

need further attention from our training team.

To date, we have placed trainers in more than twenty

radio stations in Africa, and that number is growing

rapidly.

Victoria Dansoa Abankwa with FRI in-station trainer, Oheneba Appeagyei, in a one-on-one training session

6 | VOICES | May 2013

Some of Farm Radio International’s projects are

particularly important for African rural women, most of

whom are both mothers and farmers. African women

are primarily responsible for growing, preparing and

serving the foods that feed and nourish their families.

In partnership with the Bill & Melinda Gates

Foundation, Helen Keller International, the

International Potato Centre and the Sweet Potato

Action for Security and Health in Africa, Farm Radio

International recently launched a three-year project to

reduce vitamin A deficiency by encouraging farmers to

grow and consume orange-fleshed sweet potatoes.

More than 40 million children under five years of age

in sub-Saharan Africa are deficient in vitamin A.

Without enough of this critical nutrient, the body is

less able to fight infections such as measles,

respiratory diseases, and diarrheal infections. Vitamin

A deficiency also affects pregnant women and new

mothers. Maternal mortality rises, as do illnesses

during pregnancy and breastfeeding.

Sweet potatoes are a staple in many parts of sub-

Saharan Africa, eaten every day by millions. Sweet

potatoes are typically grown by women and prepared

for household meals. Traditional varieties are pale

yellow and contain little vitamin A. But after fifteen

years of research, new orange-fleshed sweet potatoes

have been bred that contain much higher levels of

vitamin A, without affecting the potato’s taste or

texture. These orange potatoes help reduce vitamin A

deficiency for pregnant women, new mothers and

young children.

The new project will use participatory radio and ICT

strategies, working with 15 radio stations in Tanzania,

Uganda, Ghana, and Burkina Faso. It will enable at

least 500,000 rural households to begin growing and

eating orange-fleshed sweet potatoes.

By the end of the project, 15 radio stations will have

aired programs on orange sweet potatoes to a

potential audience of 2.5 million rural households.

Sweet potato farmers – most of whom are mothers –

will gain increased knowledge and skills and a stronger

commitment to growing the potatoes. As parents and

caregivers, they will have a new crop to improve their

own health and the health of their children.

Vitamin A is a nutrient vital to maintaining health, especially for pregnant women, new mothers, and young children. Vitamin A deficiency is widespread in parts of sub-Saharan Africa, putting children at risk of preventable blindness and even death.

There is a simple solution: orange-fleshed sweet potato. Farm Radio International will work with local radio

partners, the Bill & Melinda Gates Foundation, and other leaders in health and nutrition to teach African farming

families about this nutritious crop. Through interesting and interactive radio programs, farmers in Burkina Faso,

Ghana, Tanzania, and Uganda will learn why orange-fleshed sweet potatoes are important, and how to grow

them in their fields.

WHY VITAMIN A ?

of deaths among children under 5 are due to vitamin A deficiency, which diminishes the body’s ability to fight common infections such as diarrhea and measles.

250,000—500,000 malnourished children in the developing world go blind each year due to vitamin A deficiency, making it the leading cause of preventable blindness.

43 MILLION children under age 5 in sub-Saharan Africa are deficient in vitamin A.

WHY ORANGE-FLESHED SWEET POTATO?

#5 is the sweet potato’s rank among the most important food crops

in developing countries, but the white and yellow-fleshed varieties

that are common in Africa do not contain vitamin A.

15 years of crop research and development have produced an

orange-fleshed sweet potato that is high in vitamin A and well-suited

to growing conditions in sub-Saharan Africa.

1 scoop of orange-fleshed sweet potato (about 150 grams) meets a

child’s daily need for vitamin A.

Over 3 years, Farm Radio International’s initiative aims to get at least 500,000 African families growing and eating orange-fleshed sweet potato!

VOICES | May 2013 | 7

Supporting broadcasters in developing countries to

strengthen small-scale farming and rural communities

1404 Scott Street, Ottawa ON

K1Y 4M8, Telephone: 613-761-3650

Fax: 613-798-0990

E-mail: info@farmradio.org, www.farmradio.org

Project undertaken with the financial support of the

Government of Canada through the Canadian International

Development Agency (CIDA).

Editor in Chief: Vijay Cuddeford

Editor: Blythe McKay

Contributors: Blythe McKay and David Mowbray

Designer: Anne Girard

Farm Radio International material may be copied or

adapted without permission if it is distributed free or at

cost and if Farm Radio International and original sources

are acknowledged.

© Farm Radio International (Canada), 2013

Voices ISSN 1186-7841

The newsletter for partners of

Farm Radio International

Justin Oryema (left) from ABS FM interviewing Mr. Richard Olango, a farmer

Radio Manivelle, Burkina Faso

Radio Notre Dame, Burkina Faso

Radio Salaki Dedougou, Burkina Faso

Radio Wueloho, Burkina Faso

ZAA Radio, Ghana

Zemma Elite Media, Kenya

Moribabougou FM, Mali

Oxygene 93.2 MHZ, Mali

Radio Fouta FM Yanfolila, Mali

Radio Kafokan, Mali

IZUBA Radio, Rwanda

87.6 ABS FM, Uganda

Farm Radio Resource

Pack 97 will focus on the

groundnut value chain in

Malawi.

The Pack will contain a

variety of items, featuring

issue packs, Broadcaster

info docs, and scripts on

requested topics!

8 | VOICES | May 2013