Marketing Model Links Small Scale Producers to Large Scale Buyers

Published June 24, 2015 by

Members of Napuu Women Broom Makers SHG, load their brooms onto a waiting van outside the storage facility provided by REGAL-IR in Turkana CountyMembers of Napuu Women Broom Makers SHG, load their brooms onto a waiting van outside the storage facility provided by REGAL-IR in Turkana County

In the wake of severe droughts across the Northern Frontier in recent years, residents of Kanamkemer Ward, Turkana County, lost their livestock and other livelihood sources. To help cope, the women from this community established Napuu Women Self Help Group (SHG) to cater for the growing demand for brooms and baskets in the urban town.

But the women lacked marketing skills, with each member selling their baskets and brooms to middlemen who bought their baskets at very low prices.  In most cases, women’s groups are not well connected to value-chain actors that provide an incentive to invest in productivity improvements at the grassroots level.   If the women got together, they would be able to assemble their brooms, dictate their prices, and therefore make more money.

With the support of REGAL-IR, the women of Napuu Broom Makers SHG were provided with skills on better business practices.  REGAL-IR also built a temporary storage facility in which the women can store their baskets and brooms.  This center also acts as a collection and selling point for the group’s wares for large scale traders from Lodwar and other urban areas.

Each member of the group makes at least 20 brooms each week and earns an average of Ksh 1,000 (US$ 10) each.  With this income, the women are able to buy household provisions for their families.  Rebecca Lodip, a 20 year old mother of three joined the group in 2014,

“I used to struggle travelling to Lodwar with my small children to sell my brooms.  Now I can comfortably make my brooms and meet other members here once a week to sell our wares.  I also keep some money in my pocket each week,” she said.

Napuu Women Broom Makers SHG is a marketing model for linking small scale producers directly to large scale buyers. This project which is funded by USAID and implemented by Adeso and REGAL-IR partners, is in the process of conducting a value chain study on Basketry in Turkana County to improve products’ marketability in high-end markets.

REGAL-IR aims to reduce hunger and poverty, increase resilience and social stability, and build a foundation for economic growth among pastoral communities in northern Kenya’s arid and semi-arid lands. REGAL-IR works in five Counties: Garissa, Isiolo, Marsabit, Turkana and Wajir.This project is made possible by the support of the American people through the United States Agency for International Development (USAID). The contents of this story are the sole responsibility of Adeso and do not necessarily reflect the views of USAID or the United States government.