Quarterly Progress Report January - March 2020

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USAID-FUNDED

PAKISTAN AGRICULTURAL TECHNOLOGY TRANSFER

ACTIVITY (PATTA)

Quarterly Progress Report

January - March 2020

Disclaimer:

This report is made possible by the support of the United States Government and the American people through the United States

Agency for International Development (USAID). The contents are the sole responsibility of Cultivating New Frontiers in Agriculture

(CNFA)-PATTA and do not necessarily reflect the views of USAID or the United States Government.

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PAKISTAN AGRICULTURAL TECHNOLOGY

TRANSFER ACTIVITY (PATTA)

Document Name : Quarterly Progress Report

Time Period : January 1, 2020 – March 31, 2020

Contract Award Number : AID-391-C-17-00004

USAID/Pakistan Project Office : Office of Economic Growth & Agriculture,

Islamabad, Pakistan

Geographic Coverage : Punjab, Sindh, KP, Baluchistan and GB

Contract Agreement Period : April 28, 2017 – April 27, 2021

Implementing Partner : Cultivating New Frontiers in Agriculture (CNFA)

Partner Contact : Dr. Faheem Abbasi, Chief of Party, PATTA

COR : Mr. Muhammad Ayaz, USAID-PATTA

Report Submission : CNFA, PATTA office, 3rd Floor, 56-G Beverly

Center, Jinnah Avenue, Blue Area, Islamabad,

Pakistan

Date of Submission : April 14, 2020

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TABLE OF CONTENTS

ACRONYMS 4

I. EXECUTIVE SUMMARY 6

II. HIGHLIGHTS OF KEY ACCOMPLISHMENTS 7

III. PROGRESS BY COMPONENT 10

III.1. Component One: Enable Agricultural Technology Businesses to Expand and Adapt their Products and Services to

Smallholder Farmers’ Needs 10

III.2. Component Two: Capacity-building of DSPs to Increase Smallholder Farmers’ Access to Affordable, Appropriate, and

Effective Agricultural Technologies 15

III.3 Component Three: Scale up the Adoption and Use of Agricultural Technologies 15

IV. Cross-Cutting Themes 31

4.1. Gender Inclusion 31

4.2 Environmental Safety 33

V. Communication and Outreach 34

VI. Monitoring and Evaluation 38

VII. PATTA Stakeholder Engagements and Key Meetings 39

VIII. Operational Updates 45

IX. Challenges and Remedies 48

X. Activities Planned for Next Quarter 51

XI. Annexures 55

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ACRONYMS

A2F Access to Finance

Ag Agriculture

B2B Business to Business

BP Business Plan

BOK Bank of Khyber

BSP Business Service Provider

BDMS Business Development and Marketing Services

CBA Cost-Benefit Analysis

CEO Chief Executive Officer

COC Commitment of Cooperation

COR Contracting Officer’s Representative

COP Chief of Party

DO Development Objective

DG Director General

DSPs Demand Side Partners

EG Economic Growth

EGA Economic Growth and Agriculture

EMFP Establishing Model Farms Project

FAO Food and Agriculture Organization of the United Nations

PBP Financial Business Plan

FDP Farm Dynamics Pakistan

FIs Financial Institutions

FMFB The First Micro Finance Bank Ltd

FSC Farm Service Center

FTE Full-Time Equivalent

GB Gilgit Baltistan

GRASP Growth for Rural Advancement and Sustainable Progress

IPM Integrated Pest Management

IR Intermediate Result

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KP Khyber Pakhtunkhwa

LFWA Livestock Farmer’s Welfare Association

LSO Local Support Organization

MBP Marketing Business Plan

M&E Monitoring and Evaluation

MEL Monitoring, Evaluation, and Learning

MoU Memorandum of Understanding

MSF Mission Strategic Framework

MSMEs Micro, Small and Medium Enterprises

NARC National Agriculture Research Center

NMD Newly Merged District

NOCs No Objection Certificate

PATTA Pakistan Agricultural Technology Transfer Activity

PERSUAP Pesticide Evaluation Report and Safe Use Action Plan

PMP Performance Management Plan

PPE Personal Protection Equipment

REOI Request for Expressions of Interest

SBCC Social Behavior Change Communication

SME Small and Medium Enterprise

SSPs Supply-Side Partners

SBP State Bank of Pakistan

STTA Short-Term Technical Assistance

TA Technical Assistance

THAzA Horticulture Advancement Activity

USAID United States Agency for International Development

USD United States Dollars

USG United States Government

WWF World Wildlife Fund

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I. EXECUTIVE SUMMARY

Pakistan Agricultural Technology Transfer Activity (PATTA) is a four-year, USAID-funded intervention

contributing to USAID’s Development Objective 3 - “Increased Private Sector-led Inclusive Economic

Growth” - through job creation and increased incomes in the agriculture sector. The project aims to work

with the private sector to adapt, commercialize, promote, and disseminate affordable, effective, and

appropriate agricultural technologies to smallholder farmers in Pakistan. This is anticipated to lead to

increased agricultural productivity, enhanced resilience to climate change, reduced post-harvest losses,

and ultimately higher incomes among smallholder farmers. This report outlines progress related to

program activities undertaken in Quarter 2 of Year 3 (Q2Y3; January - March 2020).

During this quarter, PATTA cumulatively reached out to 14,651 people, leveraged USD 707,905 in private

sector capital investment, increased the sales of agricultural technologies by USD 1,816,742, created a

total of 310 full-time jobs and 11,482 farmers applied new technologies promoted by PATTA. In this

quarter, PATTA also succeeded at commercializing 24 new agricultural technologies through supporting

46 demonstration activities in 12 targeted districts of Khyber Pakhtunkhwa (KP), Punjab, Sindh, Baluchistan

and Gilgit-Baltistan (GB). PATTA facilitated the participation of 17 SSPs in nine agricultural technology

awareness demonstration sessions, two field plot demonstrations, two mega demonstrations, and two

expos across Pakistan in order to build greater awareness of innovative and efficient agricultural products

among smallholder farmers.

The quarter kick-started with PATTA organizing the successful ‘Modernizing Agriculture Through

Innovative Technologies Conference’ in Islamabad on January 15, 2020. The conference showcased an

Agri-Tech Hub of commercialized, innovative agricultural technologies and USAID’s positive impact on

Pakistan’s agriculture sector. The event was inaugurated by Joint Secretary for Ministry of National Food

Security and Research Dr. Muhammad Khurshid and Acting Mission Director USAID Pakistan Mr. Clay

W. Epperson. The conference was attended by several key government dignitaries and attracted significant

mainstream and social media coverage. During the quarter, special efforts were undertaken by the project

to support 11 SPs in promotion and commercialization of American-made agricultural machineries that

will support higher yields and incomes. For example, PATTA supported the SSP Matra Asia, in

collaboration with American Breeder Services (ABS), to launch ‘Sexcel’ - an advanced and unique

American livestock technology. The project also supported the SSP Dairy Solutions to promote their full

range of U.S.- based BouMatic robotic milking systems in Khyber Pakhtunkhwa, Punjab and Balochistan.

PATTA also held an event in the districts of Peshawar and Mardan to promote the commercialization of

the U.S.-based John Deere Sugarcane Planter, in collaboration with the Supply Side Partner (SSP) Farm

Dynamics Pakistan. By using this American-manufactured machinery, farmers can reduce labor costs

associated with Sugarcane cultivation.

In this quarter, PATTA made special provisions for smallholder farmers to access certain technologies

through the rental model. For example, the John Deere Sugarcane Planter was made available, in

collaboration with Farm Service Center and Agriculture Extension Department, Government of Khyber

Pakhtunkhwa. The rental model as also used for the Citrus Pruner, in collaboration with Agriculture

Department Punjab’s Establishing Model Farms Project (EMFP), Government of Punjab and SSP FDP in the

district of Sargodha.

During the quarter, PATTA held 17 ‘Basic Selling Skills’ and ‘Advanced Managerial and Supervision skills

trainings for the sales representatives of 24 SSPs. The trainings were attended by a total of 579 (male 576;

female 3) agribusiness sales representatives from districts across Punjab and Sindh. Further, the project

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continued supporting SSPs with the development of Social and Behavior Change Communication (SBCC)

campaigns to increase nationwide technology uptake. In Lahore, a two-day workshop on “Leadership in

SBCC for SSPs” was held in February and was attended by representatives of 13 SSPs.

PATTA is pleased to report that during this quarter its Access to Finance component - which seeks to

bridge the gap between agriculture and financial sectors – facilitated the SSP KB Business Services to

acquire financial assistance from JS Bank Limited. A credit of PKR 60 million will enable KB Business

Services to import new and innovate agricultural technologies.

To continue accelerating women’s access to technologies, PATTA organized a gender-inclusive agricultural

technology demonstration and commemorated the International Women’s Day on March 8, 2020. The

demonstration aimed to raise awareness of the efforts made by women livestock farmers in the district

of Peshawar and introduce calf-rearing and calf-management-related technologies and products. 61

women farmers participated in the session and demonstrated deep interest in the displayed technologies

and equipment offered by PATTA-supported private sector agri-tech companies. The project also

launched a nationwide social media campaign to celebrate International Women’s Day 2020 and promoted

narrowing the gender divide and increasing economic returns through increasing women’s access to

agricultural technologies and information.

Lastly, during the quarter, PATTA continued developing and nurturing linkages with key agribusiness

partners, government departments and other stakeholders. A new partnership with the Rural Support

Program Network was sealed with a memorandum of understanding (MoU), focused meetings were held

with Ministry of National Food Security and Research, Government of Pakistan, close ties were established

with Provincial Agriculture Departments, and a Commitment of Collaboration (COC) was signed with

Livestock Development Dairy Board, Ministry of National Food Security and Research. Balochistan

Government allowed PATTA to work in additional eight districts of Balochistan. In this regard, PATTA

and Livestock and Dairy Development Department, Government of Balochistan signed Commitment of

Collaboration (CoC). In this quarter, Agriculture, Supply and Prices Department, Government of Sindh

also allowed CNFA-PATTA to implement program in the eight additional districts of Sindh province

II. HIGHLIGHTS OF KEY ACCOMPLISHMENTS

PATTA’s objectives, per its Results Framework, are as follows:

Objective 1: Enable agricultural technology-related businesses to expand and adapt their products and

services to meet smallholder farmers’ needs.

Objective 2: Increase the access of smallholder farmers to affordable, appropriate and effective

agricultural technologies.

Objective 3: Scale up the adoption and use of agricultural technologies.

The following table summarizes progress made against project targets by the close of this quarter, with

consecutive sections of this report detailing progress under each Objective (referred to as “Component”)

of the below framework (for a detailed update on progress against project indicators, see Annex 1):

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Table 1: Summary of PATTA Progress

Indicators Q2Y3 Progress Cumulative Progress Against

LOP Targets

Target Achievement % Target Achievement %

Goal: To identify, support, and bring to scale private sector solutions to improve agricultural

productivity in Pakistan

1. EG.3-2 Number of

individuals participating

in USG food security

programs (IM-level)

2000 2,598 130% 33,100 25,017 76%

2. 3.2.2c. Value (USD)

of annual sales of farms

and firms receiving

USG assistance

$1.724M $1.816M 105% $17.68M $13.878M 78%

3. Value of small

farmers’ incremental

sales generated with

USG assistance

(Custom)

N/A N/A N/A $8.58M $5.35M 62%

4. 3.2a Number of full-

time equivalent jobs

created as a result of

USG assistance

313 310 99% 3,400 1,924 57%

Result 1: Agricultural technology related businesses enabled to expand and adapt their

products and services to meet smallholder farmer’s needs

5. Number of private

sector firms investing

capital to improve

business performance

as a result of USG

assistance (Custom)

10 11 110% 30* NA NA

IR 1.1 Improved business performance of private sector companies

6. EG 5.2-1Number of

firms receiving USG-

funded technical

assistance for

improving business

performance

(Standard)

NA NA NA 30 37 123%

IR 1.2 Increased private sector investment to support entrepreneurship

* It is a new custom indicator; cumulative progress will remain N/A until the target is not approved from USAID

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LOP Targets


7. 3.2.3b. Value (USD)

of private sector

investment leveraged

to support

entrepreneurship

through USG

assistance

$ 0.486M $ 0.708M** 145% $4.8M $3.16M 75%

Result 2: Increased smallholder farmers access to affordable, appropriate and effective

agricultural technologies

8. 3.2.3.a. Number of

microenterprises

supported by USG

assistance

NA NA NA 350 425 121%

IR 2.2 Tools, technology or practices commercialized

9. Number of tools,

technologies, or

practices

commercialized with

USG support (Custom)

30 24 80% 500 266 53%

Result 3: Scaled up adoption and use of agricultural technologies

10. 3.2.2b Number of

individuals in the

agriculture system who

have applied improved

management practices

or technologies with

USG assistance

10,000 11,482 115% 122,500 57,248

47%

IR 3.1 Improved management practices or technologies in the agriculture system

11. Number of

individuals who have

attended USG

supported awareness

campaigns (Custom)

15,000 14,651*** 98% 225,000 148,974 66%

12. Number of

demonstration

activities organized to

promote uptake of

60 46 77% 800 TBD TBD

** A 60 million PKR loan sanctioned to one of PATTA SSPs through PATTA A2F support and the investment of

which is due and not added to the investment figure yet. *** The social media outreach through Facebook posts reached over 42,000 audiences which are not added to the

awareness figure

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LOP Targets


agricultural

technologies (custom)

Cross Cutting

13. (GNDR-2)

Percentage of female

participants in USG

assisted programs to

increase access to

productive economic

resources (assets,

credit, income or

employment)

20% 21% 21% 20%

N/A

20%

III. PROGRESS BY COMPONENT The following sections describe PATTA’s component-wise progress against its objectives. Sections are

organized according to Components and Activities in PATTA’s Year 3 approved Work Plan.

III.1. Component One: Enable Agricultural Technology Businesses to

Expand and Adapt their Products and Services to Smallholder Farmers’

Needs Under this component, PATTA enhances the capacity of its SSPs to invest in increased marketing efforts

of agricultural products and tools to cater to smallholder farmers in Pakistan. The project has partnered

with 37 SSPs involved in the manufacturing, assembly, supply, or import of agricultural technologies to

scale up investments in affordable, new agricultural technologies. PATTA seeks to promote and

commercialize SSPs’ technologies through joint interventions including trainings, demonstrations, and

linkages development between SSPs and Demand Side Partners (DSPs).3 This collaboration will lead to

enhanced adoption of technologies by smallholder farmers, which will increase revenues for SSPs, DSPs

and smallholder farmers alike.

I.I Identify and Commercialize Agricultural Technology Products and Services Through

SSPs

Identification of potential agricultural technologies (products and processes) for adoption at various tiers

of farmers

In this quarter, PATTA held several meetings with SSPs for identification, shortlisting, and

commercialization of relevant technologies with respect to climate, geographical locations, crop

phenological cycle, and smallholder farmers’ needs. PATTA completed one round of meetings with

individual SSPs and identified 70 new agricultural technologies for promotion through PATTA-supported

3 DSPs include suppliers, dealers, farmer networks/associations and other stakeholders working in agriculture.

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demonstration activities. During this reporting quarter, PATTA - in consultation with SSPs - identified new

locations to conduct technology demonstrations as per their needs. The team was unable to completely

achieve commercialization of all identified technologies due to the crop phenological cycle during the

winter/spring season, and due to the COVID-19 outbreak in all provinces. Activities scheduled for March

2020 were therefore postponed.

Commercialize agricultural technologies and services for smallholder farmers through demonstrations,

trainings, and expos

During the current quarter, PATTA commercialized 24 technologies through a series of agricultural

technology awareness sessions, expos, and field plot demonstrations in Punjab, Khyber Pakhtunkhwa, and

Sindh provinces. These demonstrations, expos, and field plots were organized in close consultation with

PATTA’s SSPs.

1.2 Engage and Facilitate SSPs for Private Sector Capital Investment to Introduce and

Commercialize Agricultural Technologies

PATTA engaged SSPs in different activities to encourage them to make capital investments in

commercializing agricultural technologies and establish new dealerships (linkages with DSPs) in new

geographical areas across Pakistan. SSPs were supported through training and capacity development,

development of business and marketing plans, and linkage development with banks to facilitate access

finance.

Support the Expansion of SSPs through Improved Access to Finance

Support SSPs in implementation of financial business plans

The purpose of this activity was to assess the degree SSPs were

implementing their Financial Business Plans (FBPs). Information

was collected from SSPs to evaluate and customize FBPs (annex

6). The process started with PATTA’s SSP Soby Agriculture

Engineering, located in the district of Gujranwala, Punjab,

followed by engaging seven additional SSPs.

Coordinate and connect with Financial Institutions (FIs) to

support SSPs with loan/leasing products

One of the most difficult challenges for companies and

smallholder farmers is accessing appropriate and affordable financing. PATTA supports access to finance

among SSPs and DSPs by connecting them with FIs for loans and leasing agricultural technology products.

During the quarter, several meetings were arranged with various banks and FIs to provide an overview of

PATTA and understand their product offerings for the agriculture sector. PATTA’s efforts contributed to

a loan facility to its SSP KB Business Services. Under the project’s COC with JS Bank, PATTA facilitated

the acquisition of financial facility worth PKR 60 million for KB Business Services, following due diligence

procedures and several meetings. KB Business Services now has the capacity to import new agricultural

machineries for increased uptake in Pakistan (see details at Annex I1).

Figure 1: Meeting held with representative of

Soby Ag Engineering in district Gujranwala

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Meetings with SSPs for Upcoming Dealers’ Financial Management Training: PATTA held

meetings with representatives of the SSP Tara Chemicals for financing a cold storage facility and planning

the upcoming “Dealers’ Financial Management” training for improving dealership profitability. A similar

meeting was conducted with representatives of SSP Auriga Chemicals. Both SSPs have shown enthusiasm

for the training sessions and are eager to explore cold storage financing opportunities.

Provide SSPs with Marketing and Business Expansion Support: During Year 2, 13 SSPs received

technical assistance to develop business plans to encourage improved marketing and business expansion.

During the quarter, PATTA provided technical assistance to 5 additional SSPs to strengthen existing

inventory management and financial planning systems. PATTA conducted meetings with these SSPs on

financial and business forecasting, which supplied the project with data to develop business plans.

1.3 Technical Assistance to SSPs to Introduce and Adapt Products and Services to Cater to

the Needs of Smallholder Farmers

Establish rental model (business case) of high-tech agricultural machinery

PATTA selected SSPs dealing in hi-tech agricultural machinery and mutually agreed that the rental model

would be established by SSPs while PATTA would lend support with promotion and commercialization

efforts. As a result of this undertaking, the SSP Farm Dynamic Pakistan (FDP) engaged local experts and

established a rental model for its hi-tech agricultural Citrus Pruner and Sugarcane Planter. Also, in Punjab,

PATTA discussed the rental model with relevant stakeholders and representatives of the Fruit and

Vegetable Farmers’ Association, Kinnow Growers’ Association, EMFP, and Agriculture Extension

Department - Government of Punjab. PATTA, FDP and other stakeholders collaboratively selected two

locations for the promotion and commercialization of the rental model in Punjab. Similarly, in Khyber

Pakhtunkhwa, PATTA and FDP discussed the rental model with representatives of the Farm Service

Center, Sugarcane Farmers’ Association, and the Government of Khyber Pakhtunkhwa’s Agriculture

Extension Department. As was the case in Punjab, PATTA, FDP and all stakeholders selected two locations

in Khyber Pakhtunkhwa for the promotion and commercialization of rental model through field plots.

Promotion and commercialization of rental model for farmer clusters

During the current quarter, the target was to promote the rental model of hi-tech technology through

two awareness sessions. Keeping in view the crop sowing season, PATTA supported SSPs by organizing

four promotional events for two hi-tech technologies at different locations of Punjab and Khyber

Pakhtunkhwa. Hence, PATTA achieved the planned target during the quarter. The details are shared

below.

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Commercialization of Rental Model for Citrus

Pruner: PATTA - in collaboration with EMFP,

Government of Punjab. and FDP - organized promotional

events for the Citrus Pruner in Bhalwal, District Sargodha,

Punjab on February 18 and 19, 2020, at Mateela Citrus

Farms and Noon Orchards, respectively. The objective of

these events was to create awareness among farmers about

mechanized pruning of citrus orchids in Punjab to increase

incomes and reduce labor costs. There is limited

mechanization in citrus pruning in Pakistan. All operations

of pruning of citrus orchids are labor dependent and result

in low yields.

FDP and PATTA introduced the mechanized Citrus

Pruner and practically demonstrated it in the field.

The pruner completes the job of pruning and canopy

management on one acre (90 plants) within an hour

with a single blade. More than 150 participants

representing the Agriculture Extension Department,

EMFP, BSPs of Rental Pruner, and progressive Citrus

processors and farmers attended these events.

Participants took a keen interest and asked specific

questions regarding adoption of technology in

intercropping with wheat, cost comparison of this

technology with manual pruning, and cost and

availability of the machinery.

All stakeholders appreciated the live demonstration and stated that modern technology for pruning has

been introduced to save farmers’ time and support improved productivity in the Citrus sector. A total of

165 stakeholders participated in these field

demonstrations, out of which 70 males participated

in the Mateela field and 95 males were present at

demonstration at Noon Orchards.

Commercialization of Rental Model for

Sugarcane Planter in Khyber Pakhtunkhwa:

PATTA - in collaboration with Agriculture Extension

Department, Government of Khyber Pakhtunkhwa

and SSP FDP - launched the American-made John

Deere Sugarcane Planter technology in the districts of

Peshawar and Mardan on February 4 and 6, 2020, respectively, to help farmers reduce labor costs

associated with sugarcane cultivation. The John Deere Sugarcane Planter significantly reduces farmers’

time by converting manual work into mechanized tasks such as ridging, seed cutting, uniform seed laying,

and soil covering. The technology can plant approximately one acre of sugarcane in an hour.

Figure 2: Promotion and commercialization of

rental model in district Sargodha on February 18,

2020

Figure 3: Promotion and commercialization of rental

model through field plot demonstration in district

Sargodha

Figure 4: Sugarcane Planter demonstration in

Mardan

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Commercialization of the John Deere Sugarcane

Planter will improve sugarcane yields and increase

Pakistani growers’ profits. A total of 288 local

representatives (all male; Mardan 152; Peshawar 136)

of the Agriculture Extension Department’s Farm

Service Centre and local sugar mills attended the live

technology demonstration. Secretary Agriculture,

Livestock and Cooperatives Government KP Mr.

Muhammad Israr, also attended the demonstration in

Peshawar and emphasized the importance of improved sugarcane productivity in the province.

1.4. Technical assistance to selected PATTA partners on highly participatory SBCC tools

and processes

Consultative sessions with SSPs on SBCC to identify barriers for technology uptake

PATTA conducted a one-day consultative session with 11 livestock and horticulture-based SSPs to

identify different barriers and promote the need of SBCC

tools/approaches for technology uptake on February 6,

2020, in Lahore. PATTA engages SSPs in SBCC activities

to ensure that SBCC interventions are aligned with

farmers’ needs and that a tagline is used to unite all the

behaviors and messages in a coordinated approach

among partners. Based on findings from this session, a

total of 12 male participants of 11 SSPs (Matra Asia, Dairy

Solutions, Solve Agri, Cattlekit, Rachna Seeds, Auriga

Chemicals, Sayban International, Ali Akbar Group, Estren

Agro, Zalazar Engineering, and Tara Group) attended the

consultation session. The selection of campaign areas was completed in coordination with selected SSPs.

It was decided that following the points will be considered for the SBCC campaign:

Number of technologies as per district/location within PATTA’s priority areas

Range of product and services with increased number of customers

Number of staff/tiers involved in SBCC activities

Type of activities/tools/products for SBCC intervention

Effectiveness of SBCC messages/products.

Develop SBCC Standardized Toolkit and messages for SSPs to promote agricultural technologies

PATTA’s call-to-action and behavioral and thematic messages identified in the SBCC Rapid Analysis are

featured in technology-specific messages that will advance the sale and use of agricultural technologies.

These messages are differentiated according to target audiences identified by each SSP. To facilitate SSPs

in designing messages for business development, sales, and marketing campaigns, the SBCC team

developed technology-specific branded content (i.e. standard campaign slogans and straplines, and

Mechanization is necessary to boost agriculture

productivity. The introduction of this modern

technology for sugarcane planting will not only

save time but also improve the life standard of

farmers. I direct my department staff to design

the scheme for this machinery and provide it on

50% subsidized rate to farmers and Farm Services

Centers”. Mr. Muhammad Israr, Secretary

Agriculture, Livestock and Cooperatives

Government of Khyber Pakhtunkhwa

Figure 5: Consultative session with SSPs on SBCC

in Lahore

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messages for community media and social media campaigns). Tools based on this technology-specific

message framework offer a range of social media posts such as banners and brochures.

The SSPs Matra Asia, Solve Agri, Dairy Solution, Cattlekit, Tara Group, Auriga Chemicals, Ali Akbar Group

and Sayban International were involved in message designing and campaign roll-out during the reporting

period. The SBCC team supported these SSPs with review of their existing SBCC/IEC materials, and with

design of technology messages, a community dialogue tool, and a feedback mechanism to be employed

during community sessions.

III.2. Component Two: Capacity-building of DSPs to Increase

Smallholder Farmers’ Access to Affordable, Appropriate, and Effective

Agricultural Technologies

Various capacity building initiatives for DSPs were developed to improve their overall business,

management, and marketing functions. PATTA has engaged DSPs to invest in and support

commercialization of agricultural technologies to improve smallholder farmers’ technology uptake. PATTA

regularly organizes trainings for DSPs on enhancing marketing skills to increase sales and improve financial

management and practices. Moreover, PATTA engages SSPs and DSPs to create Business to Business

linkages for new dealerships. PATTA facilitates its SSPs to connect with new DSPs through exposure visits

to SSPs’ manufacturing sites and linkages development meetings. PATTA and SSPs collaboratively conduct

engagement meetings with dealers and improve dealers’ understanding of innovative and affordable

agricultural technologies.

Following are the four major activities falling under this Component, which are part of the Year 3 Work

Plan:

Identify new DSPs during demos and expos

Link the new DSPs with relevant SSPs for dealership

Training of DSPs on basic selling and marketing skills to increase sales

Training of DSPs on business plans and Financial management and practices

The first two activities were initially planned in existing PATTA districts but after obtaining No Objection

Certificate (NOC) in Balochistan and Sindh provinces, dealerships will be established in these regions, and

new DSPs will be trained in financial management and practices. However, training of DSPs on basic selling

skills to increase sales was completed in quarter one.

III.3 Component Three: Scale up the Adoption and Use of Agricultural

Technologies

PATTA holds agricultural technology demonstration activities and supports SSPs’ active participation in

these commercialization initiatives. In addition, the project provides training to the SSP salesforce on basic

selling skills and advanced managerial skills. PATTA takes the lead in improving awareness among partners

about improved technologies and best practices in agriculture through mass media campaigns and other

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measures. The project provides a lucrative opportunity for SSPs/DSPs to participate in technology

awareness demonstration sessions, mega demonstration events, field plot demonstrations, and expos. In

collaboration with facilitating partners, provincial Agriculture Departments, international/local NGOs, and

other relevant stakeholders, the project mobilizes farming communities for site-specific targeted events.

Technology awareness demonstration events are jointly planned by PATTA and its SSPs/DSPs, taking into

consideration the cropping season, entry into new geographical locations, and potential business expansion

opportunities.

3.1 Engage DSPs/SSPs in Demonstration Activities that Promote Uptake of Agricultural

Technologies

During the quarter, PATTA held nine technology awareness demonstration sessions, two field plot

demonstrations, two mega demonstrations, and two expos in various locations across Pakistan. PATTA

engaged 17 SSPs in these events to commercialize project-supported technologies and create awareness

among the farmers.

Organize Mega Demos to promote uptake of agricultural technologies

PATTA supported the SSP Rachna Agribusiness with organizing a mega technology demonstration event

in Lahore during which eight new seed varieties were displayed and promoted through technical sessions.

The technical team of Rachna Agribusiness delivered a detailed presentation regarding expected benefits

of the new seed varieties of Tomato, Watermelon, and Pepper. Rachna Agribusiness invited 350 dealers

from different regions across Pakistan to participate in the session. PATTA and Rachna Agribusiness also

presented best practices related to sowing and harvesting, including pre-planting, land preparation,

planting, water management, soil fertility, weed management, pest/disease management and harvesting.

Table 2: Details of technologies

Sr.

No Name of

Technology Brief Description Expected Yield

1 Hot Pepper (Shakti)

Hot Pepper new variety Shakti is suitable for tunnel and

open field both and gives dark green fruit with 1.5-1.7 cm

diameter. Sowing time starts in October and goes up to

November. This variety has excellent features includes

highly pungent and long shelf life compared with other

varieties.

The expected yield

is around 3 tons per

acre.

2 Hot Pepper (Glory)

Hot Pepper Glory is a new variety and has been recently

added. It is suitable both for tunnel and open field. Sowing

time starts in February and September every year.

Expected yield is

around 400 to 500

kg / acre in dry

form 3 Hot Pepper (Rossy)

Hot Pepper Rossy is also new variety and has been

recently added. It is suitable both for tunnel and open

field. Sowing time starts in February and September every

year.

Expected yield is

around 15000 to

18000 kg / acre

4 Watermelon (Lal

Badshah)

Watermelon Lal Badshah is newly inducted variety by

Rachna Agribusiness and is mainly grown and suitable for

Sindh climate. Sowing time start in December.

Expected yield is 25

tons per acre.

5 Watermelon

(Karan)

Watermelon Karan is another newly inducted variety and

having round shape with black color skin. This variety


to 22 tons per acre.

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matured in 65 days and fruit weight goes upto 12 kg.

Sowing season is mid-March and October every year. 6 Watermelon

(Boony)

Watermelon Boony is also newly inducted variety with

black color skin. This variety matured in 65 to 70 days.

Sowing season is mid-March and September every year.


tons per acre.

7 Tomato (Roshan)

Roshan is new variety of Tomato recently added by

Rachna Agri Business and is oval shape highly resistant

variety. It matures in 65 to 70 days and sowing time is

different (round the year) in different areas across

Pakistan. It has better shelf life compared with other

varieties and best for long distance market.

Expected yield is

around 20 tons per

acre.

8 Tomato (Sultan)

Sultan is new variety of Tomato recently added by Rachna

Agri Business and is oval shape highly resistant variety. It

matures in 80 to 85 days and fruit weight is 115 to 125

grams. The sowing time is round the year and is different

across Pakistan. It has hard skin, better shelf life

compared with other varieties and best for long distance

market.

Expected yield is

around 20 tons per

acre.

Organize demonstrations on promotion of agricultural technologies

PATTA planned five agricultural technology demonstration awareness sessions in consultation with SSPs

and facilitating partners in three targeted locations of Sindh and two locations in Khyber Pakhtunkhwa.

Keeping in view the prevailing COVID19 situation, these events were postponed and will be re-scheduled

in the next quarter, subject to the situation normalizing.

Organize expos

PATTA, in collaboration with EMFP, participated in the two-day Pakistan Horti Expo organized by the

Government of Punjab on January 22-23, 2020, in Lahore. PATTA facilitated 8 agribusiness partners (Haji

Sons, Ali Akbar Group, Fatima Group, Rachna Agribusiness, Auriga Group, CKD Seeds, Zalazar

Engineering, and ICI) to set up stalls in the project pavilion showcasing innovative agricultural products

and tools to local farmers, dealers and other stakeholders. PATTA’s agribusiness partner companies

introduced effective agricultural technologies and modern practices to more than 4,000 attending farmers

and stakeholders. Representatives of participating agricultural technology companies shared their insights

to increase technology uptake among farmers. PATTA also facilitated the FAO’s “Horticulture

Advancements Activity” (THAzA) project to set up a stall in the PATTA pavilion and showcase agricultural

innovation. The Honorable Provincial Minister of Agriculture Punjab Mr. Malik Noman Liangrial and

Provincial Secretary Agriculture Mr. Wasif Khurshid inaugurated the expo and visited the PATTA pavilion.

Demonstration of technologies through field plots

jburton

Highlight

jburton

Highlight

18

In collaboration with Agriculture Extension Departments

- Government of Khyber Pakhtunkhwa and Punjab –

PATTA demonstrated technologies through field plots in

Punjab and Khyber Pakhtunkhwa. Six field plots were

established in collaboration with SSPs and concerned

Provincial Agriculture Extension departments.

Moreover, PATTA collaborated with the Government of

Khyber Pakhtunkhwa’s Agriculture Extension

Department and SSPs to organize a field plot

demonstration of tomato seed and production

technologies on February 11 and 12, 2020, in the districts

of Peshawar and Mansehra, respectively. These

demonstrations raised awareness among farmers about

the best variety of Tomato, judicious use of best fertilizers,

and best management practices for crop cultivation. The

adoption of these products and practices will enhance

quality production and increase income of farmers in

Khyber Pakhtunkhwa. In Peshawar, 120 male participants

- including farmers, dealers, Farm Service Center (FSC)

members, representatives of the Agriculture Extension

Department Government of Khyber Pakhtunkhwa. and ICI Pakistan representative - demonstrated sowing

30 gm of tomato seed on a nursery bed in Peshawar. This variety is best suited for Peshawar, producing

high yields and large-sized fruit. In Mansehra, 92 male participants attended the demonstration event and

2 SSPs (Rachna Seeds Business and Fatima Fertilizer Group) demonstrated their technologies.

Facilitate SSPs to Organize Demonstrations for Commercialization of

U.S.-based Agricultural technology Products and Services

PATTA is working with 37 partner technology

companies across Pakistan to promote and

commercialize U.S. based products and

technologies through technology awareness

demonstration sessions, mega demo sessions, mini

expos, and establishment of demo plots. The

objective is to showcase to smallholder farmers

and other stakeholders in the agriculture sector

recent advancements and innovative, effective and

affordable agricultural technologies. PATTA’s

partner companies deal in a diverse range of

technologies (seeds, inputs, pesticides, fertilizers,

micronutrients, tools for land preparation/harvest

and post-harvest, livestock technologies, etc.),

Figure 6: Technology demonstration through field

plot in Peshawar

Figure 7: Farmer testimonial regarding

demonstration plot for Tomato seed

Figure 8: Technology demonstration

19

both imported and localized solutions. During the current quarter, PATTA supported seven SSPs dealing

in U.S.-based technologies by promoting them at various awareness-raising events across Pakistan.

SSP: Matra Asia

Table 3: Event details

Event and Location Date No. of Participants

U.S. Technology (ABS- Sexcel) Demonstration

– Islamabad 13-Jan-20

21

U.S. Technology Demonstration (ABS Semen) –

District Multan 20-Jan-20

65

U.S. Technology Demonstration (ABS Semen) –

District Lahore 22-Jan-20

65

Demonstration Event - District Ghotki 10-Feb-20 262

Demonstration Event – District Sukkar 11-Feb-20 217

Description: Matra Asia deals in high quality ingredients and compound feed for the dairy and poultry

industry. Matra Asia has grown its business from one to

several product lines from both local and international

sources. Recently, Matra Asia has partnered with the U.S.-

based company American Breeder Services (ABS) and

acquired U.S.- based semen technology (Sexcel) for animal

breed improvement. ABS Global is the world-leading

provider of bovine genetics, reproduction services,

technologies, and udder care products, marketing its

products in more than 70 countries. ABS Global has been

at the forefront of animal genetics and technology since its

founding in 1941.

PATTA organized a series of awareness-raising events on January 13, 20 and 22, 2020 in Islamabad, Multan

and Lahore respectively and on February 10-11,2020 in districts Ghotki and Sukkar, Sindh to support

Matra Asia in promoting ABS Global’s ‘Sexcel’ technology to dairy farmers and commercial entrepreneurs

interested in quality genetics. A total of 217 male livestock farmers attended the sessions and learnt about

the product’s potential impact on milk productivity and overall profitability of commercial dairy farms.

Matra Asia will promote the technology in collaboration with PATTA across Pakistan. As Pakistani farmers

begin including new and efficient livestock technologies into their breeding programs, milk productivity

will improve and result in maximized farm profits.

SSP: Farm Dynamics Pakistan



Figure 9: Sexcel technology

20

Sugarcane Rental Model Peshawar February 4, 2020 152

Sugarcane Rental Model Mardan February 6, 2020 136

Pruner Rental Model Sargodha (Mateela Forms) February 18, 2020 70

Pruner Rental Model Sargodha (Noon Orchards) February 19, 2020 96

Description: Farm Dynamics Pakistan (FDP) was established in 2010 and seeks to enhance productivity

in the agriculture sector by promoting modern agricultural machinery. FDP has been proactive in

introducing the latest Integrated Crop Management technologies, advanced mechanization equipment and

machinery, and high-quality inputs. FDP, and authorized John Deere dealer offering a wide range of high

horsepower tractors (95HP to 210HP), introduced the American-made John Deere tractors and

Sugarcane Planters in Pakistan in 2016. These industry leading technologies are known for their suitability

for heavy field operations, high performance, precision and efficiency, robustness, durability, reliability, and

cost effectiveness.

John Deere products, which are suited for large

scale/commercial farming, are being introduced

by FDP to progressive, large farmers, corporate

clients, and farming clusters. Recently, PATTA

supported FDP with the promotion and

commercialization of the John Deere Sugar Cane

Planter rental model at farmer clusters in the

districts of Mardan and Peshawar in collaboration

with the Farm Service Center and Agriculture

Extension Department, Government of Khyber

Pakhtunkhwa.

SSP: Ali Akbar Group


Event Name Date No. of Participants

Demonstration Event – District Ghotki 10-Febr-20 262


Demonstration Field Plot - District Peshawar 11-Feb-20 120

Demonstration event – District Dadu 12-Feb-20 264

Demonstration Field Plot – District Mirpur Khas 25-Feb-20 79

Demonstration Field Plot - Tando Ala Yar 26-Feb-20 73

Horti Expo Lahore 22-23 Jan-20 4,000+

Dunya Kissan Mela 14-16 Feb-20 5,000+

Figure 10: Sugarcane Planter demonstration in Khyber

Pakhtunkhwa

21

Description: Ali Akbar Group is one of the leading companies in

Pakistan operating in a diverse range of agricultural products and

technologies and best practices for farmers. Dow Agrosciences is the

only major Agri Science Company completely dedicated to agriculture.

STATIC Spinosad ME was developed by Dow AgroSciences and ISCA

Technologies. The USDA and other government institutions were also

involved in the development of this technology.

PATTA supported Ali Akbar Group with the promotion and

commercialization of this U.S.-based technology through technology

awareness sessions in the Sindh districts of Ghotki, Sukkur, Mirpur

Khas, Tando AllahYar and Dadu, and in the Khyber Pakhtunkhwa

district of Peshawar. This technology was also promoted at the

Horticulture Expo in Lahore, and at Dunya Kissan Dost Mela, Multan.

SSP: Cattlekit


Event Name Date No. of Participants

Demonstration Event in Sukkar 11- Feb-20 217

Dunya Kissan Mela – Multan 14 - 16 Feb-20 5,000+

Description: Cattlekit is a dairy farm equipment and

agricultural machinery provider that focuses on

commercial dairy farmers in Pakistan. Cattlekit is a

total solution provider to dairy farmers in terms of

farm equipment, dairy hygiene and related products.

Cattlekit is importing milking parlors from the U.S.-

based company Waikato Milking Systems USA Ltd.

Waikato is a world-class business with a focus on

innovation, performance and durability. Waikato’s

products are known for delivering results for farmers

while being exceptionally easy to use. Waikato Milking

technology offers significant benefits to users, which

include increased milk yield, and control of milk

temperature and degree of conductivity in a small,

economical, easy to clean package. Cattlekit has been representing its U.S.-based partner Waikato to

commercial and large-scale dairy farmers in Pakistan for one year. PATTA supported Cattlekit with the

promotion and commercialization of this U.S-based technology through holding awareness sessions in the

Sindh districts of Ghotki, Sukkur, and Dadu. This technology was also promoted at the Pak Horticulture

Expo in Lahore, and at Dunya Kissan Dost Mela in Multan, Punjab.

SSP: Dairy Solution

Figure 61: Spinosad technology

Figure 72: Milking machine

22



Demonstration Event - District Ghotki 10-Feb-20 262


Dunya Kissan Mela – Multan 14- 16 Feb-20 5,000+

Description: Dairy Solution Pvt. Ltd. is a premium, full-service dairy farm machinery seller and service

provider (customized and turnkey), and dealer of the U.S.-based BouMatic LLC, which offers American

milking equipment, milk cooling systems chemical

products, and other supplies. Dairy Solution offers sales

and installation services related to the full range of

BouMatic equipment. All imported products from the

BouMatic range are high quality, durable, comfortable for

animals, and easy to handle and operate, with very little

maintenance problems. This U.S.-based milking

technology is mainly for large-scale or commercial farms

and with good market positioning.

PATTA recently supported Dairy Solutions for the

promotion and commercialization of U.S.-based

technology through awareness sessions in districts Ghotki, Sukkur and Dadu in Sindh and at Pak

Horticulture Expo in Lahore and Dunya Kissan Dost Mela in Multan, Punjab.

SSP: Haji Sons

Table 8: Event detail


Horticulture Expo Lahore 22 - 23 Jan-20 4,000+

Description: The mission of SSP Haji Sons is to revolutionize the agriculture sector of Pakistan through

innovative technologies and solutions. Starting with farm mechanization, Haji Sons takes pride in

introducing to Pakistan greenhouse technology along with hybrid seeds and drip irrigation. To save time

and enhance production for farmers, Haji Sons recently set up a seedling production plant for mass

distribution. Haji Sons is representing the U.S-based company GrainPro, a leading global company founded

in 1992 in Concord, Massachusetts specializing in Ultra Hermetic TM technology post-harvest agri-

solutions focused on storage, transport, and drying. GrainPro’s Super Grain bags (SGBs) are hermetic

storage bags made of lightweight, multi-layered plastic with a proprietary barrier that prevents moisture

and air exchange. Grains, seeds, coffee, and cocoa beans stored in these bags using Ultra Hermetic TM

technology are fresher, safer, healthier, and cost-effective. The bags are certified for organic food storage

and eliminate the need for fumigants or pesticides, making them eco-friendly. The GrainPro SGBs can be

used as liners for standard jute or woven polypropylene bags. GrainPro also offers the “Super Grainbag-

Premium 15RZ”, which is a water resistant and gastight storage solution for a vast range of dry agricultural

commodities. The SGB-15RZ is made of multilayered plastic with a proprietary barrier layer. It has a two-

Figure 83: Dairy farm machinery

23

track zipper and is sealed using a zipper slider. This bag can store commodities for prolonged periods

without the risk of moisture ingress, pest infestation and fungal growth. Additionally, this technology

preserves the quality and germination capacity of stored grains and seeds, is over 500 times more airtight

than polyethylene bags, is organic certified, eco-friendly, reusable, and eliminates the need for pesticides

or refrigeration.

PATTA recently supported SSP Haji Sons to promote these U.S.-based technologies at the Pakistan

Horticulture Expo in Lahore on January 22-23, 2020.

SSP: Kohinoor International (Noorani Seeds)



Demo Event - District Sukkar 11-Feb-20 217

Demo event - District Dadu 12-Feb-20 264

Dunya Kissan Mela – District Multan 14-16 Feb-20 5,000+

Demo Field Plot – District Tando Ala Yar 26-Feb-20 73

Noorani Seeds is linked with the U.S.-based Tropical Seeds

Company and imports their product Safa Baymisaal Grass Seed,

which is a perennial grass that is 16-22% protein and can

therefore increase the quantity of milk and meat in animals

consuming this seed. PATTA supported Noorani Seeds in the

promotion and commercialization of Safa Baymisaal Grass Seed

through agricultural technology awareness sessions held in the

districts of Sukkur and Dadu. PATTA also supported Noorani

Seeds to promote this seed technology through a field plot

demonstration in a nursery in the village of Muhammad Hashim

Burfat, Tehsil Bukera Shareef, district Tando Alayar, Sindh.

PATTA visited Noorani Seed’s field plot trials of Baymisaal Seed

in this nursery (planted on February 26, 2020) on March 17,

2020. In this nursery, the SSP Fatima Fertilizer is providing

fertilizer technology and the SSP Ali Akbar Group plans to

promote biopesticides. All SSPs agreed to transplant the nursery on March 25, 2020.

Figure 94: Safa Seed

24

3.2 Facilitate DSPs/SSPs in Demonstration Activities and Trainings

Facilitate the participation of SSPs/DSPs in national

expos

PATTA facilitated Noorani Seeds, Dairy Solutions,

Cattklekit, Agri Tech, Zalazar Engineering, Solve Agri

Pak, and KB Business Services to showcase innovative

agricultural technologies in the "Dunya Kisan Dost

Mela 2020’ event, organized from February 14-16,

2020 at Bahauddin Zakariya University in Multan. As

part of the PATTA pavilion, the project’s agribusiness

partners promoted a diverse range of agricultural

technologies/products, including new fodder seeds and

diagnostic equipment, to 4,000 farmers, dealers,

researchers, extension workers, and other agriculture

sector stakeholders. Participating agribusinesses

interacted with the farmers and shared

technology/product insights and specifications to

increase technologies uptake, a key driver to

agricultural innovation and productivity. An increase in

investments in PATTA-promoted technologies in

collaboration with private agribusiness enterprises will

enable farmers to increase their yields, adopt new

systems, and encourage competition.

Facilitate SSPs to organize demos for commercialization of agricultural technologies, products and services

Figure 15: Baymisal field plot demonstration on February 26, 2020 and Baymisal nursery on March 17, 2020 in

Sindh

Figure 16: Technology demonstration at Dunya

Kissan Dost Mela in district Multan

Figure 17: Women showing keen interest in SSPs'

products at Dunya Kissan Dost Mela in district Multan

25

PATTA facilitated SSPs to organize agricultural technology

awareness demonstration sessions for the promotion and

commercialization of technologies including American-

made technologies in this quarter. SSPs were facilitated in

organizing six demonstrations in different geographical

locations of Punjab and Sindh. Three demonstrations were

organized with SSP Matra Asia for the promotion and

commercialization of U.S.-based technology ABS semen

while three were organized with a group of ten SSPs in

Sindh for local and U.S.-based technologies. Following

technologies were promoted through different events:

Agricultural Technology Awareness

Demonstration Session in Sindh: During this quarter, PATTA team conducted meetings with SSPs

and local facilitating partners to organize technology awareness demonstration sessions as per their

preferred locations. Most SSPs desired to explore new geographical location in Sindh especially district

Sukkur and surrounding locations. PATTA in turn held consultations with local facilitating partners and

sought their facilitation to organize three events in Sindh. Three locations (Ghotki, Sukkur and Dadu

districts) were selected in consultation with respective stakeholders. PATTA team held a meeting with

local facilitating partners for the mobilization of farmers in these areas. PATTA then organized agricultural

technology demonstrations in Sindh where each company

demonstrated their technologies and highlighted technical

details to participants. Details are as follows:

1. Demonstration Session in District Ghotki: A

successful agricultural technology awareness

demonstration at district Ghotki, Sindh on February 10,

2020. Eleven SSPs showcased their products/services

including U.S. technologies to the farmers.

2. Demonstration Session in District Sukkur: A

demonstration session was held in Tehsil Saleh Pat,

District Sukkur on February 11, 2020. In Sukkur, 12 SSPs

showcased technologies to the farmers.

3. Demonstration Session in District Dadu: This session was held on February 12, 2020. In Dadu,

nine SSPs demonstrated technologies usage to the farmers. Following SSPs participated in the events:

Table 10: Details of SSPs

SSPs to Participate in Agricultural Technology Awareness Demonstration Sessions in

Sindh

No SSPs in Ghotki on February

10, 2020

SSPs in Sukkur on February

11, 2020

SSPs in Dadu on February 12,

2020

1 KB Business Science KB Business Science KB Business Science

Figure 18 : Additional Deputy Commissioner

Ghotki visited SSPs' stalls at demonstration

event in district Ghotki on February 10, 2020

Figure 19: Demonstration event in district Dadu,

Sindh

26

2 Sayban Group Sayban Group Sayban Group

3 Rachana Agri business Rachana Agri business Rachana Agri business

4 Auriga Science Auriga Science Auriga Science

5 Roshan Crop Roshan Crop Roshan Crop

6 J.s Bank J.s Bank J.s Bank

7 Dairy Solution Dairy Solution Fatima fertilizer

8 Fatima fertilizer Fatima fertilizer Ali Akbar

9 Ali Akbar Ali Akbar Kohe Noor

10 MATRA Asia MATAR Asia

11 ICI Pakistan Cattle Kit

12 Kohe Noor

Facilitate SSPs/DSPs to organize mega demonstrations

PATTA facilitates SSPs to organize mega technology demonstration sessions to promote the uptake of

agricultural technologies to farming communities. Many farmers are mobilized for these events. During

the current quarter, PATTA facilitated SSP Noorani Seeds to facilitate a mega demo session in the District

Badin, Sindh during the first week of March 2020, to promote fodder seeds. Thereafter, the SSP postponed

this activity until the next quarter, as they are occupied with other assignments in Punjab and Gilgit

Baltistan provinces.

Facilitate SSPs/DSPs to organize demonstration of technologies through field plots

49

0

27

213 217

237

9295

63

0

50

100

150

200

250

Ghotki Sukkur Dadu

10-Feb-20 11-Feb-20 12-Feb-20

Demonstration Events in Sindh

No. of Female Participants No. of Male Participants No. of Technologies

27

PATTA, in collaboration with facilitating partners

and SSPs, organized an event on the demonstration

of Maize and Safa grass seed technologies through

field plots on February 25-26, 2020, in the Sindh

districts of Mirpur Khas and Tando Allah Yar,

respectively. The field plots were organized to

create awareness among farmers about new and

improved variety of Maize and Safa seed, and

judicious use of best fertilizers and management of

insect-based diseases. The adoption of these best

products and practices will contribute to enhanced

quality and production of Maize, and subsequently

increase farmers’ incomes. The details of both events are given below:

District Mirpur Khas: This demonstration was held on February 25, 2020 in village Saghan Bheel, district

Mirpur Khas, where 79 male participants (farmers, dealers and other agricultural sector stakeholders)

took keen interest in the showcased technologies and best agricultural practices. ICI Pakistan Limited

showcased Maize variety seed, Fatima Fertilizer Group showcased fertilizer, and the Ali Akbar Group

showcased bio-pesticides. ICI Pakistan representatives demonstrated 0.5-acre sowing of 10 KG seed on

ridges. This variety is best suited for Mirpur Khas areas and results in high yields. Moreover, Ali Akbar

Group’s representative highlighted the importance of bio-fertilizer for fruits, vegetables, and crops

production, and presented the company product ‘Magnet’, which contains Humic Acid and Potash

necessary for Maize crop production.

District Tando Allah Yar: The demonstration of technology demonstration of Safa Baymisaal Grass

Seed – a U.S. - based product by SSP Noornai Seeds was held on February 26, 2020 in district Tando Allah

Yar. The event was attended by 73 male participants (farmers, dealers and key agricultural sector

stakeholders). Three SSPs Noornai Seeds, Ali Akbar Group, and Fatima Fertilizer Group) practically

demonstrated their technologies. A Noorani Seeds representative demonstrated Safa Baymisaal Grass

Seed and sowed of 1 KG seed on nursery beds. This variety is best suited for areas in Tando Allah Yar

due to its high protein content and nutrient profile. Animals consuming this product for yield higher milk

and meat. The nursery will be transplanted on 0.5-acre land in April 2020.

3.3. Capacity-building of SSPs to Increase the Sales of Agricultural Technologies and

Services

PATTA conducts trainings on basic selling skills and advanced managerial and supervision skills to help the

project’s SSPs increase their agricultural technologies sales across Pakistan. These trainings target sales

representatives from Pakistan’s dynamic agri-tech private sector and help them to champion critical

company sales, identify sales strategies, and build customer relationships. PATTA is committed to helping

agricultural technology partners discover new ways of reaching and selling to farmers and acquiring deep

industry knowledge to drive product marketing and sales. By investing in skills development of sales

professionals, PATTA is achieving its ultimate objective of increased sales of new agricultural products and

services and improved farmers’ productivity and incomes through technology uptake.

Figure 20: Demonstration of Safa seed, a U.S.- based

agricultural product by SSP Noorani Seeds through

field plot in district Tando Allah Yar

28

PATTA’s sales force trainings over the quarter included classroom sessions, motivational tips, group

discussions, and role play exercises. Participants learnt about maximizing face-to-face sales with farmers

(including U.S.-based products), building stakeholder engagement, and developing informational collateral

to promote unique product features to achieve higher sales. The project’s agribusiness partner companies

gained a competitive edge by learning about effective selling strategies, including customer prospecting,

sales calls, customer satisfaction, and after-sales services. According to Azhar Bukhari, Head of Human

Resources and Marketing at PATTA’s SSP Tara Group: “These capacity building trainings are an integral

part of our company’s business development and growth. Our sales team can now address sales-related

challenges, such as conflict-resolution with dealers. Our company’s sales representatives are improving

their social skills such as time management and working as part of a team, resulting in better overall

performance and interaction with key agriculture sector clients. I am certain that these trainings will have

a significant long-term impact to scale up the agribusiness industry.”

In this quarter, a series of 17 trainings were organized for SSPs out of which 12 were on Basic Selling Skills

and five trainings sessions were conducted on Advanced Managerial and Supervision Skills. A total of 579

(male 576, female three) agribusiness sales representatives in districts Lahore, Rahim Yar Khan and Multan

in Punjab and districts Hyderabad and Karachi in Sindh participated in these trainings. A total of 24 SSPs

benefitted from these training sessions across Pakistan.

Training of SSPs’ sale force on basic selling skills to increase sales

12 sessions were organized and attended by 439 sales representatives, indicating SSPs’ keen interest in

enhancing the selling skills of sales staff. The following table offers a snapshot of the “Basic Selling Skills”

trainings for detail see Annex III.

Table 11: Details Basic Selling Skills training sessions conducted

No.

SSP Training Venue Training Dates

Participants

(All male)

1 Sayban Lahore Jan 21-22 41

2 Sayban Lahore Jan 23-24 40

3 Sayban Lahore jan 27-28 31

4 Tara Group Lahore Jan 30-31 34

5 Sayban Lahore Feb 04-05 32

6 Sayban Lahore Feb 06-07 27

7 Tara Group Lahore Feb 14-15 37

8 Tara Group Multan Feb 27-28 43

9 Tara Group Rahimyar Khan Feb 29-Mar 01 43

10 Tara Group Hyderabad Mar 05-06 28

11 Sayban Lahore Mar 12-13 43

29

12 Sayban Lahore Mar 14-15 40

TOTAL 439

Training of selected SSPs sale force on advance and managerial skills to increase sale

PATTA organized specialized trainings on enhancing the managerial and supervision skills of SSPs’ senior

management sales representatives. These targeted trainings supported SSPs’ senior managers in Lahore

and Karachi in instilling specialized sales competencies, develop current market and industry

understanding, adopting new management styles, and dealing with obstacles. The training equipped senior

managers with the ability to coach and motivate salespeople and learn skills such as sales processing, social

skills, recruitment, and strategic leadership. A total of five ‘Advanced Managerial and Supervision Skills’

trainings were conducted between January and March 2020, for a total of 140 sales senior managers (Male

137, female 3).

Table 12: Details of advance and managerial skills

No. SSP Training

Venue

Training

Dates

Participants

Male Female Total

1 MatraAsia Lahore Jan 07-08 27 0 27

2 Farm Solutions Lahore Feb 17-18 30 0 30

3 Misc. Group Lahore Feb 19-20 40 2 42

4 Ali Akbar Lahore Feb 24-25 20 1 21

5 Ali Akbar Karachi Mar 07-08 20 0 20

TOTAL 137 3 140

3.4 Awareness-raising on Improved Technologies and Best Practices in Agriculture

Support partners in designing awareness materials on improved technologies for mass media campaigns

PATTA conducted consultative meetings with 8 SSPs to review their existing Information, Education and

Communication (IEC) material and BCC approaches to finalize SBCC tools and roll-out of campaigns as

per given timeframe and plan. The SSPs included Matra Asia, Solve Agri, Sayban international, Dairy

Solution, Tara Group, Auriga Chemicals, Ali Akbar Group, and Cattlekit.

Figure 21: Proposed technology of SSP Cattlekit

for Social Media campaign on TMR Wagon

Figure 10: Proposed technology of SSP Ali Akbar Group for

community campaign in March 2020

30

The SBCC team provided support designing promotional material for Bio Organo Phasphate (BOP) and

micronutrients (Tara Gold). SBCC team also designed a campaign framework, roll-out plan, and training

guide for famer dialogue on the given promotional material.

Facilitate SSPs to roll-out mass Media campaigns (print, electronic and social media) on agricultural

technologies

The SBCC team provided technical support to the SSP Matra Asia for designing IEC and promotional

material for their community media campaigns related to fodder and hybrid seeds, and sileage. In addition,

PATTA supported the development of a campaign framework, roll-out plan and training guide for a sales

advisory trough SBCC dialogue. Matra Asia rolled out these campaigns in 3 districts of Punjab during

January - February 2020.

Figure 113: SBCC materials developed by SSP

Facilitate SSPs/DSPs in organizing group meetings with farmers on agricultural technologies

The SBCC team worked with the SSPs Sayban International and Matra Asia to conduct an awareness-

raising drive for farmers and farmer groups with support from area dealers. Three awareness-raising

sessions were conducted to support community media activities in the districts Sargodha, Hafizabad, and

Mandi Bahauddin, and Punjab, January 30-31, 2020. These awareness sessions were designed for both SSPs

to promote the SSPs’ fertilizers, seeds, fodder seeds, corn seed, and animal genetics technologies. SSP field

teams and DSPs facilitated these sessions at different community locations in the mentioned districts. A

total of 152 male participants (Sargodha 59, Hafizabad 56, Mandi Bhaudin 37) attended these sessions.

Trainings of SSPs on SBCC Leadership

PATTA conducted a training on “Leadership in SBCC Workshop for SSPs” from February 19-20, 2020, in

Lahore, Pakistan. The key objective of the workshop

was to impart knowledge on relevant SBCC approaches

and best practices to improve the uptake of agricultural

technologies. Through these sessions, SSP

representatives gained technical skills related to

leadership to effectively and systematically develop and

deliver relevant SBCC programming for their

technology products. This is an activity-based learning

module to build the leadership qualities among SSPs. Figure 124: SBCC session

31

The participants learned about an ecological approach toward behavior change, key themes of SBCC

leadership processes to build SBCC programs systematically, development, pre-testing and production of

SBCC messages/ IEC material, SCOPE (Strategic Communication, Planning and Evaluation) management

of SBCC campaigns, SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis, and designing

programs for change to increase technology uptake. A total of 25 (male, 21 and female, 3) participants

from 13 SSPs participated in these training sessions.

IV. Cross-Cutting Themes

4.1. Gender Inclusion

Mobilization meetings with women members of livestock,

women-headed organizations, women veterinary doctors,

women extension workers

During Q2 Y3, PATTA mobilized women farmers in Sindh

and Khyber Pakhtunkhwa provinces for gender-inclusive

agriculture technology demonstrations and women-centric

activities.

Organize session with women farmers on agricultural

technologies

The main aim of the gender-inclusive agricultural technology

demonstrations was to engage women farmers in agriculture

technology related activities to increase their awareness and

adoption of technologies. PATTA organized two gender-

inclusive ag tech demos in districts Ghokti and Dadu of Sindh

on February 10 and 12, 2020 respectively. Women’s

Participation in these demonstrations promoted increased

access to agriculture technologies through display of

technologies and presentations by SSPs. Women farmers visited stalls and interacted with the SSPs’ focal

persons to get information about agricultural technologies. SSPs’ focal persons briefed women farmers

about their products and companies’ services. A total of 77 women participated in these gender inclusive

demos.

Women-centric awareness sessions with gender inclusive agriculture technology demos

PATTA organized a women-centric awareness-raising session on “Calf-Rearing and Livestock

Technologies Related to Calf” for women livestock farmers in Shagai Balla Daudzai, Peshawar, Khyber

Pakhtunkhwa on March 13, 2020. The purpose of this session was to improve the knowledge of women

livestock farmers in calf-rearing management practices, create awareness about community-based

enterprise development model, and create linkages among women livestock farmers with PATTA’s SSPs,

local animal farms and other relevant stakeholders.

Figure 25: PATTA SBCC Leadership workshop in

Lahore

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PATTA engaged a female veterinary doctor and master trainer to deliver the session on calf rearing and

technologies of SSPs (Solve Agri Pak, Matra Asia, Farm Solutions, Dairy Solution and ICI-Pakistan). Calf-

related technologies such as calf milk replacer, calf

starter, calf plus fattening, calf feeder with nipples, feed,

automatic milking machines, and medicines related to calf

health were introduced to women farmers. Sixty-one

women farmers participated in the session and

demonstrated deep interest in the displayed technologies

aoffered by PATTA-supported private sector agri-tech

companies. “Women in rural areas are playing a critical

role in livestock management especially calf-rearing.

Livestock management requires a lot of time, energy and

expertise. We were not aware about new livestock

management practices and tools which PATTA has shown

us,” explained Taj Bibi, a participating livestock farmer.

Celebrate International Rural Women's Day through a social media campaign in collaboration with SSPs

PATTA commemorated International Women’s Day 2020 by launching a nationwide social media

campaign. The campaign positively promoted the significance of increasing women’s access to agricultural

technologies and information to narrow the gender divide and improve women’s economic returns. The

campaign consisted of social media posts which focused on PATTA’s gender-integration activities,

including reduction of gender gap in agricultural technologies sector, improving women’s access towards

innovative agricultural technologies, and creating linkages for women entrepreneurs in agricultural

technologies business.

Social Media Messages:

PATTA’s social media messages highlighted the project’s initiatives

regarding the empowerment of women in agriculture. Messages were

based on the following themes:

Awareness of agricultural technology for women farmers

Creating opportunities for rural women in agricultural

technology business

Adoption of agricultural technology by rural women

Detailed description about the social media campaign is in Annex IV.

Table 13: Outreach of International Women’s Day 2020 social media messages

S. # Post Posted Date People Reached, Reaction,

Comments & Shares

1 Message # 1 March 5. 2020 6,151

2 Message # 2 March 6, 2020 5,270

Figure 136: PATTA Master Trainer delivering the

session in Peshawar

Figure 147: Social media post

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3 Message # 3 March 7, 2020 7,570

4 Message # 4 March 9, 2020 5,415

5 Message # 5 March 10, 2020 17,684

Total 42,090

4.2 Environmental Safety

Environmental Compliance under 22CFR216 has been recognized as an integral part of PATTA

implementation. Its objective is to ensure that PATTA’s activities follow environmental regulation.

Negative impacts, if any, are screened before their execution, and relevant guidelines are in place to bring

those activities in line with USAID Pakistan’s Environmental Compliance Regulations. Since PATTA’s core

focus is providing technical assistance to private sector agribusinesses, there are certain activities which

fall under negative determination with conditions and need-based mitigation measures related to field

practical demonstration sessions on livestock, field plot sessions and rental model demonstrations. During

the quarter, the project conducted four practical demonstration sessions which needed environmental

compliance considerations.

Demonstration of technologies through field plots: PATTA conducted demonstration of technologies

through field plots in Sindh and Khyber Pakhtunkhwa in February 2020. The project considered raising

awareness related to environmental compliance at the SSP level through training and on-site guidance.

The project took the lead in promoting Personal Protection Equipment (PPE), workers’ health and hygiene

protocols, and the use of biopesticides and biofertilizers for food safety. Resource optimization through

application of the optimized quantities of fertilizers and pesticides to promote sustainable development is

another area PATTA has supported SSPs in achieving environmental compliance. Training participants

were told about various sustainable development strategies such as Integrated Pest Management and Safe

Use of Pesticides protocols for companies dealing in crop protection and fertilizers. Participants were also

trained on safe handling, storage, transportation, application and disposal methods to motivate adoption

of best management practices.

Promotion and Commercialization of Rental Model for Farmer Clusters: In February 2020 two sessions

were organized in Punjab and Khyber Pakhtunkhwa for Citrus Pruners and Sugarcane Planters. During the

demonstration events, participants were briefed about the safety measures related to safe handling and

operation of the machines. PATTA advised SSPs to cordon off the area while operating the machinery and

to install flashing beacons to reflect the machine’s functions during usage at night. Moreover, SSPs were

guided to operate the machines in an appropriate manner so that emission levels are in compliance with

National Ambient Air Quality Standards (NAAQS). Moreover, SSPs were guided to promote biofertilizer

and biopesticides in the demonstration sessions as well to ensure compliance with USAID’s guidelines.

In this quarter, an Environmental Compliance consultant provided short-term technical assistance (STTA)

to SSPs to further develop environmental, health and safety guidelines and ensure safe, efficient and

effective usage of agricultural technologies under USAID’s environmental compliance regulations. Under

this assignment, two EDFs were developed. In addition, over the next quarter, the project is planning to

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conduct awareness-raising sessions to increase SSPs’ environmental compliance in the livestock and

horticulture sectors. These include developing protocols on biosecurity, aflatoxin, manure management,

waste management, and chemical safety, etc.

V. Communication and Outreach

5.1. Project Outreach and Visibility

Conference to Showcase PATTA's impact

USAID PATTA hosted the ‘Modernizing Agriculture through Innovative Technologies Conference 2020’

in Islamabad on January 15, 2020. The conference,

which showcased an Agri-Tech Hub of commercialized

innovative agricultural technologies, was inaugurated

by Joint Secretary for Ministry of National Food

Security and Research Dr. Muhammad Khurshid and

Acting Mission Director USAID Pakistan Mr. Clay W.

Epperson. This reiterated the long-lasting mutual

commitment of Governments of Pakistan and United

States to uplift Pakistan’s agriculture through

innovation. The conference was attended by other key

government dignitaries including Member of the

National Assembly Syed Fakhar Imam, who appreciated

the technologies showcase and lauded USAID Pakistan for its support to the Government of Pakistan for

technology transfer initiatives.

USAID’s positive impact on high-value

agriculture, dairy and livestock sectors

through technology transfer interventions

was showcased to the audience through

product displays, engaging presentations,

videos, maps, publications, and other publicity

materials. PATTA’s key agribusiness partners

also participated in the conference and

showcased innovative agricultural

technologies and practices to key

stakeholders including representatives from

government, public and private sectors,

media, development practitioners, and academia. Keynote addresses were delivered by Chief Guest Joint

Secretary of Ministry of National Food Security and Research, key beneficiaries and private sector

partners, former Chief of Party PATTA Jean F. Guay, and Acting Mission Director USAID Pakistan Clay

W. Epperson (Annex V-Press coverage report).

Figure 158: Action Mission Director Mr. Clay W.

Epperon giving his remarks at the conference in

Islamabad

Figure 29: Press clipping

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In addition, two panel discussions were held with key stakeholders to explore the use of mechanized

technologies for precision agriculture to improve agricultural productivity at the farm-level, and enhance

business improvement and food safety, health and hygiene. PATTA’s private sector partners also had a

special opportunity to interact with representatives of the USAID Pakistan Mission, Federal-level

government departments, and local and international developmental organizations.

A special effort was undertaken to develop customized branding and marking collateral for the conference.

The branding and marking collateral focused expansion of the tagline, “Celebrating Agri-Tech in Pakistan’

and featured PATTA’s accomplishments related to technology transfer in high value dairy, livestock and

horticulture sections. Collateral included success story stands, project maps, thematic standees, branding

walls, giveaways, commemorative shields, 2D hashtag, name tags, stage panels, and project infographic.

Project communications collateral for the conference also

included high quality digital media contents which were

displayed on screens as well as the main display screen of the

stage. The digital content included videos which showcased live

demonstration of the SSPs’ technologies across Pakistan and

PATTA’s thematic components such as gender-inclusive

agricultural technology transfer initiatives and SBCC

approaches for greater technology uptake by farmers.

The conference also gained significant media coverage since it attracted representatives from both

electronic and print media outlets. Conference highlights were published in five English leading newspapers

and 21 Urdu national and regional-level newspapers. In addition, substantial social media platforms

highlighted the conference proceedings, such as USAID Pakistan Facebook and Twitter pages and CNFA’s

global social media pages under the official hashtag #AgriTechPakistan.

Media Coverage of Conference: The conference received significant media coverage on print and

electronic media channels across Pakistan. A total of 30 representatives of print and electronic media

outlets participated in the conference and learnt about the project’s accomplishments in agricultural

technology transfer activity. The complete media coverage report can be accessed as Annex V.

Figure 31: Branding collateral for the conference

Figure 30: Branding collateral

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Social media posts

Five key social media posts were developed to celebrate

International Women’s Day 2020 under a nationwide social

media campaign. The campaign focused on individual women

farmers who benefitted from PATTA’s agricultural

technologies awareness-raising sessions and demonstrations.

Social media posts carried photos and testimonials from the

project’s beneficiaries – for example, one social media post

featured an agricultural specialist from District Badin, Sindh

who stated, “I work with women farmers as an Agricultural

Specialist. It is important to involve women in agriculture

sector and create awareness for increased technology

adoption,” – Ms. Naheed Atta. The International Women’s Day

2020 social media campaign received significant amplification

and coverage on various social media channels and platforms.

Social media updates for USAID Pakistan

During this quarter PATTA used several social media strategies to achieve greater visibility of the project’s

programmatic interventions across Pakistan. PATTA’s social media posts were launched and disseminated

by USAID Pakistan’s official Facebook and Twitter pages and re-shared across several digital platforms and

pages to reach new audiences (details can be accessed at Annex V .

Booklet on project impact

USAID PATTA plans to develop a publication showcasing the project’s positive impact on Pakistan’s

horticulture, dairy and livestock sectors through technology transfer interventions in target districts in

the provinces of Punjab, Sindh, Balochistan, Khyber Pakhtunkhwa, and Gilgit-Baltistan. Success stories of

PATTA’s key agribusiness partners and stakeholders - including farmers, SSPs, DSPs, and representatives

from public and private sectors - will be featured in this publication. Publication content will highlight the

impact of PATTA’s two components (Agricultural Technologies and Business Development and Marketing

Services) in making agricultural technologies accessible to farmers through private sector partnerships

with agribusinesses. The scope of work and content of the publication were developed this quarter, which

will be followed by creative design by the selected BSP (as per completed procurement process) and

printing of the booklet for dissemination among key stakeholders.

Provide branding and marking support and communications collateral for project activities

Following production of conference-related collateral, PATTA developed generic branding and marking

materials for the project’s agricultural technologies demonstrations and awareness-raising events across

Pakistan. Branding and marking materials included:

1. USAID brand-marked pavilion at the Pakistan Horti Expo in Lahore

2. USAID brand-marked pavilion at the Dunya Kisan Dost Mela in Multan

3. Standee featuring efficient technologies for agriculture and livestock technologies

4. Standee featuring farmers’ adoption of innovative agricultural products through PATTA support.

5. Certificates for Basic Selling Skills Training and Advanced Managerial, Supervision Skills Training.

Figure 32: Social media post for World

Water Day 2020

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Success stories

In this quarter, PATTA developed two success stories to highlight how the project has positively impacted

beneficiaries, stakeholders and key private sector partners. The stories were developed using the USAID

format and highlighted partnerships through narrative and photograph to educate the public about the

PATTA assistance. These products reached out to the audience through compelling, powerful stories of

individuals who have benefited from PATTA interventions. Details of the stories are as follows:

Cultivating Young Changemakers for Agricultural Innovation: This story traced the personal

trajectory and business expansion story of Mr. Osama Shahid, Marketing Head of Soby Ag Engineers. It

features his story of bringing innovation in agriculture through locally manufactured agricultural machinery

to boost farmers’ productivity, as a result of PATTA’s technical assistance.

Empowering women-led businesses in Pakistan: This success story highlights the story of Ms. Zahra

Hasan, owner of SSP Dairy Solution. It narrates her journey with PATTA and how she was able to

overcome operational challenges and expand her business.

Photo journal

In this quarter the project’s photo journal, an illustrative visual journey of the PATTA’s technology transfer

in Pakistan, was produced and disseminated to stakeholders at the ‘Modernizing Agriculture Through

Innovative Technologies’ conference in Islamabad.

Promotional and thematic videos

In this quarter USAID PATTA initiated the development of two awareness-raising documentary films to

showcase the project’s impact on high-value agriculture, dairy and livestock sectors through technology

transfer interventions in 39 target districts of Punjab, Sindh, Balochistan, Khyber Pakhtunkhwa, and Gilgit-

Baltistan. The documentary films aim to celebrate and highlight the positive transformation of the

agriculture sector in Pakistan as a result of PATTA’s technical assistance to the private sector for

commercializing agricultural products and services and promoting robust and modern technology-led

industrial practices. Further details of both documentaries are shared below:

Documentary 1: A Visual Journey of PATTA’s Technology Transfer Impact on High Value Agriculture

Sectors

Documentary 2: Thematic Documentary on Promotion of American-made Agricultural Technologies

to Pakistani Agriculture Sector Stakeholders

In this quarter PATTA developed a concept note and scope of work for the two documentaries.

Procurement process has been initiated to select a firm to carry out the above-described activity.

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Promotional materials

PATTA developed a video campaign featuring live testimonials from

key partners and representatives of key government departments. The

testimonials campaign aimed to promote the project’s

accomplishments and alliances with key partners. The featured

testimonials are from:

Dr. Muhammad Khurshid – Joint Secretary, Ministry of

National Food Security and Research

Ms. Samina Fazil – Founder President, Islamabad Women

Chamber of Commerce and Industry

Mr. Osama Shahid – Director Soby Ag Engineer

Ms. Zahra Hasan – Director Dairy Solution (Pvt) Ltd.

The video campaign has received clearance from USAID Pakistan Development,

Outreach and Communications (DOCs) office. In addition, the project also

produced official USAID-branded giveaways including mugs and tote bags to

disseminate to the key stakeholders and attendees of the ‘Modernizing

Agriculture Through Innovative Technologies Conference 2020’.

VI. Monitoring and Evaluation PATTA uses an evidence-based participatory performance monitoring system that enables timely decision-

making, promotes accountability and provides a robust foundation for evaluation and learning. During the

current quarter, major activities of PATTA MEL included revision of the MEL Plan, refinement and

improvement of data collection tools and methodologies, customizing data management software and

capacity building training of PATTA staff.

Develop, Update and Implement MEL Plan

During the current reporting quarter, the MEL unit revised the MEL Plan and updated it as per the revised

indicators assigned by USAID to PATTA. During the revision of the MEL Plan, per USAID mandate,

PATTA added new and revised indicators to its results framework and populated the performance

indicators reference sheet (PIRS). PATTA also revised its data collection instruments to strengthen data

collection processes.

In addition to the revisions in Result Framework, PATTA MEL also developed detailed methodology for

data collection against PATTA indicators and annexed the methodologies in the revised MEL Plan. PATTA

MEL also added two custom indicators at IR and Sub-IR level of PATTA results.

PakInfo/USAID Reporting: The MEL team uploaded the project’s Quarterly Progress Reports for

quarter 1 of Year 3, along with other required performance data to the PakInfo portal. The team also

updated progress against PATTA’s new indicators in PakInfo and explained the variances. All the reporting

Figure 34: Project

tote bag

Figure 33: Project mug

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to PakInfo was made within the due date of the reporting period. An update on the current progress

against indicators is attached as Annex 1.

Support in Development, update and implement Project Database

To strengthen PATTA’s data collection and management system, the PATTA MEL procured two new

softwares, Toladata and Kobo Toolbox for real time data collection, analysis and visualization.

In addition, PATTA MEL developed all the revised data collection tools in Kobo for collecting data in real

time at field level. Similarly, MEL also customized Toladata as per the needs of PATTA project and

imported data for current and previous quarters. Here onwards, PATTA will directly collect data using

Kobo and stores data in Tola.

Capacity Building Training of PATTA Staff on MEL

PATTA MEL organized a one-day training session for all PATTA staff on M&E on February 13, 2020. The

objective of the training was to build the capacity of project staff on data collection, result frameworks,

and monitoring mechanisms. Further, the team would be able to report evidence-based progress against

results and ultimately adhere to USAID’s data quality standards.

The training included discussion and feedback on the revised data collection tools developed as per the

revised MEL plan and practical testing of the tools. All the staff provided positive feedback about the

training and the data collection methodologies. PATTA MEL documented the feedback for improving the

methodologies in revised MEL plan.

VII. PATTA Stakeholder Engagements and Key Meetings

JANUARY 2020

Meeting with Department of Agriculture and Livestock Khyber Pakhtunkhwa On

Sugarcane Rental Model: A meeting was held with Mr. Israr Director Horticulture, Dr. Hafiz

Farhad Deputy Director Horticulture and Mr.

Butt Director Marketing of Agriculture

Extension Department on January 9, 2020 at

Department of Agriculture and Livestock,

Peshawar. Sugarcane planting machines,

upcoming demos and Farm Service Center (FSC)

strengthening was discussed. The Department

requested a capacity-building exposure visit of

Agricultural Department staff.

Figure 35: Meeting with Department of Agriculture

and Livestock Khyber Pakhtunkhwa

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Memorandum of Understanding (MoU)

between Rural Support Programs Network

(RSPN) and PATTA: To fill the gap between

Demand and Supply-Side Partners, PATTA has

proposed Social and Behavior Change

Communication (SBCC) demonstrations/

campaigns in Sindh with mutual collaboration of

facilitating partners and their ongoing programs.

An MOU was signed on January 17, 2020 between

RSPN and PATTA to strengthen cooperation

between both organizations for Program for

Improved Nutrition in Sindh (PINS) and other

agriculture-related projects based on the shared

objective of enhancing agricultural productivity through promoting/scaling appropriate, effective and

affordable agricultural technologies, as well as creating significant synergies and business opportunities.

Meeting with Director Agriculture Extension, Government of Sindh: PATTA

representatives in Sindh held a meeting with Director Head Quarter, Agriculture Extension

Department, Government of Sindh on January 21, 2020. The purpose of this meeting was to facilitate

the project’s upcoming activities in Sindh. The Agriculture Department has ensured their cooperation

by for the upcoming technology promotion events.

FEBRUARY 2020

Government of Pakistan Officials’ Visit to PATTA office for Meeting with USAID

Pakistan and Project Staff: PATTA invited officials from the Government of Pakistan for a special

meeting with USAID Pakistan and project key staff on February 4, 2020 in Islamabad to discuss future

collaboration plans and mutually-aligned activities geared towards technology transfer in Pakistan.

Secretary to the National Assembly of Pakistan’s Speaker’s Special Committee on Agricultural Products

Mr. Wasim Gohar and Legal Advisor to Speaker at this committee Barrister Ms. Sahar Sulaiman

attended this meeting, along with USAID Pakistan Economic Growth and Agriculture Director Jeff

Goebel, COR USAID PATTA Mr. Ayaz Muhammad, Chief of Party PATTA Dr. Faheem Abbasi, and

Program Officer CNFA Ms. Rebecca Rushford. The Secretary requested support on improved credit

facilities in the agricultural sector, expanded project scope to reach new geographical areas at the

teshsil level, and monitoring and design of special agricultural projects.

Meeting with Secretary Agriculture, Livestock Fisheries and Cooperatives Government

of Khyber Pakhtunkhwa: PATTA team met with Secretary Agriculture, Livestock, Fisheries and

Cooperative Government of Khyber Pakhtunkhwa on February 17, 2020 at the Civil Secretariat in

Peshawar. The Secretary was briefed about the progress of USAID PATTA and informed of the rental

model for Sugarcane Planter for future collaborative action and technology purchase.

Participation in Closing Ceremony of Water for Livelihoods Project in Peshawar: PATTA

participated in a one-day project closing ceremony organized by Helvetas Swiss Inter-Cooperation in

Figure 36: Former COP PATTA signs MOU with

RSPN

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Peshawar on February 19, 2020. This closing ceremony of Water for Livelihoods Project (2009 -2020)

highlighted interventions on water governance, water infrastructure and Integrated Water Resource

Management.

PATTA Presentation at Kissan Convention Organized by Pakistan Academy for Rural

Development (PARD): Pakistan Academy for Rural Development (PARD) organized a three-days

Kissan Convention on February 18-20, 2020 in

Peshawar. Agriculture Minister Government

of Khyber Pakhtunkhwa addressed the

participants during the opening ceremony.

PATTA delivered a presentation on its

accomplishments in agricultural technology

transfer and participants were told about the

project’s trajectory in making agricultural

technologies available to smallholder farmers

in Khyber Pakhtunkhwa.

Meeting with Livestock and Dairy Development Board (LDDB) of Ministry of National

Food Security and Research, Government of Pakistan: PATTA team held a follow up meeting

with staff of Livestock and Dairy Development Board (LDDB) in Islamabad on February 18, 2020 to

discuss possible future cooperation. The meeting was attended by the CEO of LDDB, Company

Secretary, Technical Officer and Admin Officer. LDDB is planning to hold a one-day awareness raising

seminar on ‘Save the Calf’ and ‘Feedlot Fattening’ programs of Federal Government in March 2020 in

Islamabad. CEO LDDB requested PATTA to invite agricultural technology companies in the seminar

to display their calf-related and feedlot technologies.

Meeting for Developing Synergies Between USAID PEEP and PATTA Projects: On

February 20, 2020, PATTA team held a meeting with Mr. Andrew E Baker, Acting COP USAID PEEP

project to discuss future collaboration between PATTA and the Mustaqbil Maamar Program (MMP).

PATTA allowed to work in additional eight districts of Balochistan: USAID-PATTA and

Livestock and Dairy Development Department, Government of Balochistan signed Commitment of

Collaboration (CoC) on February 25, 2020 in Provincial Secretariat Balochistan. A brief signing

ceremony was organized by Livestock and Dairy Development Department in Quetta. Haji Mitha

Khan Kakar, Minister for Livestock and Dairy Development Department, Government of Balochistan

graced the ceremony. Before the COC signing, COP PATTA delivered presentation on USAID-

PATTA and its scope. Livestock Department will facilitate PATTA in Quetta, Pishin, Zhob, Sibi,

Jaffarabad, Lasbella, Nushki, Kalat and Muslim Bagh districts. These are potential districts of Balochistan

for livestock.

Meeting with Deputy Regional Coordinator Economic Transformation Initiative (ETI)

Gilgit Baltistan (GB): PATTA representative held a meeting with Deputy Regional Coordinator

Figure 37: Participants at Kissan Convention in Peshawar

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Economic Transformation Initiative (ETI) GB Mr. Muhammad Kahbeer regarding the establishment of

demonstration plots in land developed by ETI-GB. He committed that as soon as the land development

process is completed, the project will collaborate with PATTA and establish demonstration plots in

partnership with SSPs.

Meeting with Secretary Agriculture, Livestock, Fisheries and Cooperative Department,

Government of Khyber Pakhtunkhwa: PATTA representatives held a meeting with Secretary

Agriculture, Livestock, Fisheries and Cooperative Department, Government of Khyber Pakhtunkhwa

on February 27, 2020 at the Civil Secretariat, Peshawar. The purpose was to brief the Secretary about

the progress of USAID PATTA and discuss joint activities in the agricultural technologies sector. The

Secretary was also told about the project’s expansion strategy in the new proposed districts of Khyber

Pakhtunkhwa.

Participation in International Horticulture Conference (IHC) 2020: Institute of PATTA

participated in the International Horticultural Conference (IHC) 2020 organized in Lahore by

Agricultural Sciences-Punjab University (IAGS) in collaboration with Pakistan Society of Horticultural

Sciences (PSHS). PATTA Director Agricultural Technologies presented on the “Use of Innovative

Technologies for Precision in Horticulture to Boost the Quality and Produce of Small Farmers”.

Leading academia members, researchers, and extension workers from different countries presented

their research work and review papers to share ideas and develop linkages under varying climatic

conditions across the globe.

MARCH 2020

Meeting with Department of Agriculture, Supply and Prices, Government of Sindh:

PATTA COP held a meeting with Mr. Shaikh Shakeel Ahmed Additional Secretary (Technical), with

Department of Agriculture, Supply and Prices, Government of Sindh to brief the department about

project activities. The meeting was attended by Mr. Riaz Dayo Deputy Secretary (Technical) and Dr.

Afshan Rubab Deputy Secretary and Staff Officer to the Secretary. COP PATTA briefed the officials

on the project scope and presented progress in the existing districts (Karachi, Hyderabad, Umer Kot,

Nawab Shah, Mirpur Khas and Badin) of Sindh, as per signed Commitment of Cooperation (COC) with

Department of Agriculture, Supply and Prices, Government of Sindh. He explained that the project

aims to improve agricultural productivity in Pakistan by scaling private sector solutions. COP also

mentioned that in order to extend advancements in agricultural technology to rural farmers in remote

districts of Sindh where awareness of such technologies has been limited, and to enable farmers in

rural communities to upscale small-scale commercial activities through involvement of agribusiness’

private sector companies, PATTA intends to expand its project activities in additional districts of Sindh.

Sindh Government allowed PATTA to work in eight Additional districts: Agriculture, Supply

and Prices Department, Government of Sindh allowed CNFA-PATTA to implement program in the

eight additional districts Sukkur, Khairpur, Larkana, Ghotki, Dadu, Naushehro Feroz, Matiari, and

Jamshoro.

Liaison in KP and Sindh for Project Collaboration with Government Departments and

Local Facilitating Partner

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o PATTA representative held a meeting with Project Director Gomal Zam Command Area

Development Project on March 2, 2020 in Peshawar. The PD was apprised of the project’s

activities and strategic approach and areas for collaboration in Dera Ismail Khan were identified.

o PATTA representative held a meeting with Director General Khyber Pakhtunkhwa Agricultural

Research System on March 4, 2020 in Peshawar. PATTA discussed mechanisms to collaborate

with Agricultural Research System Department and organize demonstrations related to

horticulture products such as cereal crops and sugar on the premises of the department.

o PATTA representative held a meeting with CEO Sarhad Rural Support Program (SRSP) on March

4, 2020 in Peshawar to discuss implementation of future activities in Khyber Pakhtunkhwa. SRSP

will provide facilitation and on-ground support for PATTA activities, particularly mobilization of

women farmers in KP districts.

o PATTA representative held a meeting with the representative of Sindh Government’s 5 colour

project, working on selected vegetables in 40 villages in district Shaheed Benazirabad, on March

5, 2020. The 5 colour project is conducting farmer field schools thorough collaboration with

Agriculture Extension Department with a focus on climate change extenuation. Following this

meeting, PATTA will identify linkages-building mechanisms to collaborate with the project for

promotion of innovative agricultural technologies in Sindh.

Participation in National Dialogue on Agriculture organized by Government of Pakistan:

Federal Government of Pakistan organized a National Dialogue on Agriculture on March 12, 2020 in

Islamabad. COR-PATTA , COP PATTA and Director Agriculture Technology attended the dialogue.

The event, inaugurated by Dr. Arif Alvi, President of Pakistan, emphasized reorienting Pakistan’s

agriculture sector with a focus on

sustainability, productivity, value

and inclusion. The event was well-

attended by federal and provincial

ministers, members of the

National Assembly, senators,

federal and provincial agriculture

department officials, donors,

international organizations, private

sector companies, and farmer

associations. There were special

discussions on farmers’ access to

credit facilities, natural resource

management, role of women and youth in agriculture, and agricultural export, among others.

Recommendations were presented by Mr. Fakhar Imam, Member of Special Committee on Agricultural

Products. COP represented USAID-PATTA in two themes of National Dialogues – Reorienting

Pakistan’s Agriculture Research Extension and Technology Transfer Frameworks and Farmers Access

to Input for Higher Yields.

Meeting with Representatives of Response Drip Irrigation - Eva Anna Agro and Livestock

Farms USAID Pakistan COR-PATTA Mr. Ayaz Muhammad, Chief of Party (COP) and Director

Figure 38: Press clipping

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Agricultural Technologies held a meeting on March 10, 2020 with representatives of Response Drip

Irrigation (DRI)-Eva Anna Agro and Livestock Farms to discuss new U.S.-based agricultural technologies

related to water conservation and efficient water usage in agricultural sectors of Pakistan.

Representatives of Eva Anna Agro and Livestock Farms including Major Pervaiz (retired), CEO Mr.

Mustafa Abdur Rehman, Head of Operations Mr. Aitzaz Ahmad, and Business Development Executive

Ms. Faiza Shezan attended this meeting. COP PATTA highlighted that the project’s priority area is

promotion and commercialization of U.S-based agricultural technologies in Pakistan. PATTA is working

with agribusinesses which deal in U.S-based technologies. COP PATTA also briefed the RDI delegates

about the project’s geographical scope and interventions to scale up agricultural technology businesses

in order to increase technology adoption among farmers in selected districts of Punjab, Khyber

Pakhtunkhwa, Sindh, Balochistan and Gilgit-Baltistan regions. RDI-Eva Anna Agro and Livestock Farms

delegation informed USAID PATTA representatives about key U.S.-based technologies which they are

developing and commercializing in Pakistan. Following RDI-Eva Farms’ brief on the water conversation

technologies, COR USAID PATTA Mr. Muhammad enquired about the timeframe required for the

approval, launch and dissemination of the technologies. He emphasized that product trials should be

arranged in Battakhel area, district Mansehra in Khyber Pakhtunkhwa province.

Meeting with Secretary Agriculture, Government of Khyber Pakhtunkhwa: COP PATTA

and project provincial representative held a meeting with Secretary Agriculture, Government of

Khyber Pakhtunkhwa on March 11, 2020 at the Civil Secretariat in Peshawar. The purpose of this

meeting was to brief Secretary Agriculture about project activities and identification of joint initiatives

in additional districts including New Merged districts of Khyber Pakhtunkhwa in collaboration with

provincial Agriculture Department.

Signing of Commitment of Collaboration (CoC) with Livestock and Dairy Development

Board (LDDB), Ministry of National Food Security and Research, Government of

Pakistan: COP PATTA and CEO LDDB held a

meeting in Islamabad on March 19, 2020. CEO

LDDB and COP discussed areas of strategic

partnership between the two organizations to

advance technology transfer initiatives in

Pakistan. LDDB is a public sector company

meant to promote and facilitate development of

dairy, meat, poultry and allied livestock industry

in the country to achieve the potential of

livestock sector in the country. LDDB has

completed a few mega development projects

related to breed improvement and disease

control in Pakistan. Following the discussion, a

CoC was signed between LDDB and PATTA for collaboration.

Development of Innovative New Program Ideas Under COVID-19 Context: PATTA team

collaboratively developed and streamlined innovative ideas to support beneficiaries in the context of

the current COVID-19 outbreak and suspension of field activities as per Government of Pakistan

Figure 39: COC Signing between PATTA COP and

representatives of LDDB, Ministry of National Food

Security and Research

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regulations. Innovative ideas were developed by the team in view of safety and health of staff and

beneficiaries. It was suggested that agricultural technologies can be promoted in Khyber Pakhtunkhwa

through tele-farming systems in collaboration with Agriculture Extension Department, Government

of Khyber Pakhtunkhwa to support farmers’ increased awareness of technologies and best practices.

Under the current COVID-19 outbreak scenario, this tele-farming platform will be used for the

promotion of technologies for the ultimate benefit of farmers. A concept note for the activity was

developed for further processing.

VIII. Operational Updates

Human Resources & Administration:

During this reporting period, the following staff members filled vacant positions. The hiring process was

completed by HR as per CNFA/USAID recruitment policies. During this reporting quarter Mr.

Muhammad Asim Ayub joined PATTA team as Director MEL on March 2, 2020.

During this period PATTA extended the lease agreement of PATTA Islamabad Office for the period of

one year from 15th Feb 2020 to 14th Feb 2021.

Procurement:

PATTA hired the following Business Service Providers (BSPs) and Short-Term Technical Assistance

(STTA) Consultants during the project Y3 Q2.

Table 14: Quarter 2 of year 3 procurement details

Procurement STTA, Environmental Compliance

Duration 10-Mar-2020 to 30-Sep-2020

Objective PATTA will organize awareness sessions for SSPs and DSPs on personal protection,

health and hygiene, and climate resilience and adaptation. Concurrently, the

Environmental Mitigation and Monitoring Plan (EMMP) and Environmental

Documentation Form (EDF) developed for SSPs will be implemented throughout the

current year.

Major deliverables Develop Environmental guidelines, Health and Safety guidelines for agricultural

tools and machinery manufacturers and their staff

Develop guidelines to promote safe, effective, and efficient use of the

agricultural technologies, in compliance with USAID environmental compliance

regulations

Develop EDFs for PATTA technical team activities and help team to develop

Umbrella EDF on quarterly basis

Customized Climate Risk Management SoPs for SSPs

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Current

Status/achievements

Ongoing

Procurement BSP for Legal Services on retainer ship basis

Duration 08 Jan-2020 to 07-Jan-2021

Objective To get legal services for PATTA Project.

Major deliverables Routine legal advisory on corporate and legal matters pertaining to CNFA

compliance requirements as per local laws in Pakistan such as;

Represent and assist CNFA in the relevant government departments,

organizations and stakeholders for compliance requirements taxation matters

and issues related to federal and provincial NOCs.

Draft and submit any reports/communications required by the relevant

government or relevant departments related to in country compliance

requirements.

To review CNFA’s sub contracts or service, HR Contracts, HR legal matters,

related labor laws, and lease agreements as and when required

Current

Status/achievements

Ongoing

Procurement BSP for arranging event for Agri-Tech Conference 2020

Duration 15 Jan 2020

Objective To deliver Agr-Tech Conference 2020 successfully

Major deliverables Complete planning, designing, execution and management of the Agri-Tech Conference

2020.

Current

Status/achievements

Deliverables completed

Procurement Service for online database services for MEL

Duration 04-Feb-2020 to 31-Jan-2021

Objective To manage MEL Database

Major deliverables TolaData is offered as Software as a Service (SaaS) licensing model that includes

hosting and full technical

support and backstopping as per Terms of Use . The TolaData license 1 package

includes:

Full access to all features

Hosting on servers located within the European Union and fully compliant with

GDPR

User support in business hours via live webchat

Access to self-paced learning materials, online guides and video tutorials

Industry standard service levels for technical backstopping

Current

Status/achievements

Ongoing

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Procurement BSP for media and communication services

Duration 07-Jan-2020 to 06-Jan-2021

Objective To provide qualitative media and communication services on requirement basis for

PATTA Project

Major deliverables To provide qualitative services for

Printing Services

Designing Services

Digital Contents

Videography & Photography

Public Relations and Media Coordination

Social Media

Communication and Project Contents

Current

Status/achievements

Ongoing

Procurement BSP for vehicle rental services


Objective To arrange economical and safe travel for PATTA Project activities

Major deliverables Provision of vehicle across Pakistan for safe travel for PATTA Project activities.

Current

Status/achievements

Ongoing

Procurement BSP for online jobs portal services


Objective Services of online jobs/tender posting companies to CNFA-PATTA.

Major deliverables Unlimited jobs/tender positing on portal for one-year period.

Portal allow Jobs/Tender posting with complete description.

The portal include both options to receive application on standard portal

template and other email address mentioned by PATTA.

Allow access to CVs database/applicants pool applications searching and

screening.

Current

Status/achievements

Ongoing

Procurement BSP for PATTA staff Health Insurance Coverage

Duration 22-Mar-2020 to 21-Mar-2021

Objective Provision of PATTA Staff health insurance coverage for one year

Major deliverables Provide health coverage policy for one year to PATTA Staff and dependents

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Current

Status/achievements

Ongoing

Table 15: Quarter 2 of year 3 Financial expenditure summary

IX. Challenges and Remedies

CHALLENGES ACTIONS

PATTA had proposed to collect data from DSPS

for farm-Level FTEs and technology adoption at

the producers’ level in the revised MEL plan.

Due to the Covid-19 pandemic and lockdown of

the businesses, PATTA has found it

challenging to collect data from the DSPs on the

two indicators.

PATTA devised a solution to collect the data via

telephone by liaising through sales teams of SSPs .

PATTA collected data from the SSPs’ sales teams

on behalf of their listed DSPs.

PATTA’s major field activities including

technology awareness demonstrations such as

demos, expos, and field plots as well as other

forms of technical assistance (trainings for SSPs

and DSPs) could not be carried out due to

To ensure that PATTA continues its progress and

to reach out to farmers, PATTA has devised a new

strategy to engage farmers and SSPs remotely.

Under this strategy, after COR

Jan 2020

(USD)

Actual

Feb 2020

(USD)

Actual

Mar 2020

(USD)

Estimated

Salaries and Wages 51,424 37,264 41,439 130,126

Fringe Benefits 8,758 23,215 22,324 54,298

Allowances 8,860 1,296 (1,196) 8,959

Consultants (STTA) - 7,004 - 7,004

Travel, Transportation and Per Diem 22,619 17,951 6,509 47,079

Equipment and Supplies 832 445 427 1,704

Other Direct Costs 18,898 95,122 30,534 144,554

Total Direct Costs 111,391 182,296 100,037 393,724

Total Indirect Costs 2,908 65,390 35,883 104,181

Fixed Fee 6,891 6,891 6,891 20,673

Total Cost Plus Fixed Fee 121,191 254,576 142,811 518,578

Description of Line Item

Quarter (Jan-Mar 2020)

Total

(USD)

PATTA Quarterly Financial Expenditure Summary (January - March 2020)

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Covid-19-related lockdown and social distancing

orders from the Government of Pakistan. The

activities are on-hold for an indefinite period

concurrence following innovative activities will be

conducted during the lockdown:

Tele-Agricultural Technology Demos

Advertisement of technologies in monthly

Kissan World Magazine in Lahore

Tele-Farming Call Center in KP in

collaboration with Agricultural

Department, Government of KP.

Due to government lockdown, field

demonstrations activities (demos, field plots and

expos) are not being held and PATTA is facing

challenges to achieve higher results against the

linked indicators within the proposed timelines.

PATTA will have to reschedule the work plan

activities in next quarter and adjust the indicators’

targets accordingly to achieve desired results in

consultation with USAID.

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SUCCESS STORY Cultivating Young Changemakers for

Agricultural Innovation

Young Osama Shahid joined his family-owned Punjab-based agricultural manufacturing business ‘Soby Ag

Engineers’ in 2016 with a clear mission: to head-on tackle Pakistani small farmers’ challenges and improve

their productivity by driving innovation in the agriculture sector. “Our business scope was limited, and we

performed functions on a seasonal basis at harvesting and land preparation time only and manufactured a

small range of seasonal agricultural machineries. In 2018, we were headed towards a downfall due to Pakistan’s

stifling economic climate, political instability, and core manufacturing challenges but I was passionate about

bringing change,” explains 26-year old Osama.

Osama’s trajectory took a new direction when he stumbled upon USAID Pakistan Agricultural Technology

Transfer Activity’s (PATTA) call for partnership on a local recruitment website. The four-year technical

assistance project is dedicated towards investing in agripreneurs, innovators and leaders including farmers,

dealers, and owners of private sector agribusinesses to collectively revitalize agriculture and bring game-

changing innovations through technology transfer across Pakistan.

In January 2019, Osama signed a Memorandum of Understanding (MoU) with PATTA and began attending the

project-facilitated agricultural technologies demonstrations sessions across Pakistan. In his mission with

PATTA, Osama explored new fruits and vegetable markets in Sindh, Balochistan, Punjab, Khyber Pakhtunkhwa

and Gilgit-Baltistan and met diverse local farmer groups. “Based on my direct interaction with small farmers

mobilized by PATTA, I quickly learnt about their struggles. I realized that the average landholding size of small

farmers in Pakistan is less than five acres and in order to reduce their overhead costs for better economic

returns, I had to somehow introduce affordable and small agricultural tools and equipment,” says Osama. As a

result of this new learning, Osama imported small two-wheel tractor, three-wheel tractor, and handy tools

such as brush cutters, hand push seeder, and other multipurpose tools priced at an affordable range of PKR

10,000-20,000. Osama believed that by adopting these small agricultural tools, farmers can reap more benefits

and plant a diverse range of vegetables and crops including maize, peas, peanut, sunflower, wheat and rice. He

collaborated with PATTA and demonstrated these technologies at the project’s agricultural demonstrations in

districts Rahim Yar Khan, Sheikhupura, Mardan, Peshawar, Hyderabad, Mirpur Khas, Tando Jam and Hunza,

among others. “I was able to grow my portfolio from eight to 100 agricultural products and tools for small

farmers in a span of one year with PATTA’s facilitation. I have now bid farewell to the days of ‘seasonal’

working,” he adds.

PATTA also helps its private-sector partners in developing new, targeted solutions designed to respond to the

needs of Pakistani smallholders. For example, as Osama came closer to accomplishing some of his goals, he

availed PATTA’s guidance and facilitation in Research and Development (R&D) for the development of wheat

harvesting and land preparation machinery. “Wheat is the largest crop in Pakistan and involves intense labor

including harvesting, binding and threshing. PATTA supported me in my efforts to design, reengineer and

manufacture mini tractors and reaper binders. We successfully performed reverse engineering of these

machines which allow farmers to save time, reduce fuel consumption and increase production,” Osama says.

In September 2019, PATTA mobilized 500 farmers and facilitated Osama to launch and promote these new

innovations in Kala Shah Kaku, District Sheikhupura in Punjab province in collaboration with the Rice Research

Institute (RRI), Government of Pakistan. Till date, PATTA’s support has led Osama to sell 35 mini tractors and

94 reaper binders priced at PKR 300,000 and PKR 750,000 each respectively. Following his collaboration with

PATTA, Osama was recently shortlisted for a start-up idea which he developed for sustainable small farming

at the National Incubation Centre at Lahore University of Management Sciences. “I owe my success to USAID

PATTA since the project has helped me create new solutions for local manufacturing. In Pakistan, we will have

to focus on local manufacturing to make agriculture sustainable. Many investors are now keen to invest in my

business for expansion,” he explains. This is just one example of how PATTA has successfully collaborated with

the private sector and empowered the youth to build linkages with farmers and make a difference by improving

productivity, enhancing competitiveness

“Through PATTA’s support I

have introduced the

reengineered reaper binder

and mini harvester to help

farmers adapt sustainable

solutions for improving

agricultural efficiency. I have

earned sales revenue of PKR

82,410,000 since September

2019.”

Osama Shahid, Director Marketing, Soby

Ag Engineering

USAID’s assistance towards Pakistan’s agribusiness sector results in sale of ground-breaking locally manufactured agricultural machinery for boosting farmers’ productivity

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X. Activities Planned for Next Quarter

Note: Demonstration events and training activities have been planned in June subject to

normalization of lockdown situation.

Activity

Code Activity Description

Quarterly

Performance

Target

2020

Quarter 3

Apr May Jun

1. Component One: Enable agricultural technology businesses to expand, adapt, and market access

of products and services to smallholder farmers

1.1 Identify and Commercialize Agricultural Technology Products and Services through

SSPs

1.1.1

Identification of potential agricultural technologies

(products and processes) for adoption at various

tiers of farmers

100 Agriculture

Technologies

Identified

X X X

1.1.3

Commercialize agricultural technology products

and services for smallholder farmers through

different means (demos, trainings, expos etc.)

220 Agriculture

Technologies

Commercialized

X X X

1.2 Engage and Facilitate SSPs for private sector capital investments to introduce and

commercialize agricultural technologies

1.2.1 Facilitate SSPs to expand through improved Access to Finance

1.2.1.1 Support SSPs in implementation of financial business

plans 5 SSPs Supported X X

1.2.1.2 Training of SSPs accounting staff on Financial

Management 2 Trainings X X

1.2.1.3 Training of SSPs staff on income/sales tax for online

tax returns 2 Trainings X X

1.2.1.4 Coordinate and connect FIs with SSPs to launch

loan/leasing product

1 Financial Product

Introduced by FIs

for SSPs

X X

1.2.2 Facilitate SSPs through Marketing and Business Expansion Support

1.2.2.1 Engage SSPs and DSPs through meetings to create

B2B linkages for new dealership

8 Meetings

(10 New

Dealerships)

X

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1.2.2.3 Support SSPs in implementation of Marketing Plan 20 SSPs Supported X

1.2.3 Support SSPs on improved management practices and technology advancement

1.2.3.3

Provide onsite support to SSPs on Audit,

observation, data recording in Resource Efficiency &

Management

2 SSPs Provided

Onsite Support X

1.4 Technical assistance to selected PATTA partners on highly participatory SBCC tools and

processes

1.4.1 Consultative sessions with SSPs on SBCC to identify

barriers for technology uptake

1 Sessions

Conducted with

SSPs

X

1.4.2 Develop SBCC Standardized Toolkit and messages

for SSPs to promote agriculture technologies

Messages

Developed for 1

Cluster

X X X

2. Component Two: Capacity building of DSPs to increase smallholder farmers’ access to affordable,

appropriate, and effective agricultural technologies

2.1 Engage DSPs to increase awareness of technologies and support farmers to access the

technologies

2.1.1 Identify new DSPs during demos and expos 20 New DSPs in

new districts X X

2.2 Capacity building of DSPs to improve their business plans, management practices, and

marketing

2.2.2 Training of DSPs on business plans and Financial

management and practices

4 Trainings (40

DSPs Trained X

3. Component Three: Scale up the adoption and use of agricultural technologies

3.1 Conduct DSPs/SSPs in demonstration activities in promoting uptake of agricultural

technologies

3.1.1 Organize Mega Demos to promote uptake of

agricultural technologies 1 Mega Demo X

3.1.2 Organize Demos on promotion of agricultural

technologies 5 Demos X

3.1.4 Demonstration of technologies through field plots 5 Field Plots X

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3.1.5

Collaborate with Facilitating Partners (PINS, WWF,

FAO/THAzA and others) on agriculture

technologies demos

3 Demos X

3.2 Facilitate DSPs/SSPs in demonstration activities and trainings

3.2.2 Facilitate SSPs to organize demos for technologies

commercialization 5 Demos X

3.2.3 Facilitate SSPs/DSPs to organize Mega Demos 1 Mega Demo X

3.2.4 Facilitate SSPs/DSPs to organize demonstration of

technologies through field plots 1 Field Plots X

3.4 Awareness raising on improved technologies and best practices in agriculture

3.4.1 Organize SBCC Working Group Meeting for

designing awareness raising activities 1 Quarterly Meeting X

3.4.2

Support partners in designing awareness materials

on improved technologies for Mass Media

Campaigns

4 SSPs Supported X X X

3.4.3

Facilitate SSPs to rollout Mass Media Campaigns

(print, electronic and social media) on agriculture

technologies

1 Mass Media

Campaigns X X X

3.4.4 Facilitate DSPs in organizing group meetings with

farmers on agriculture technologies 10 Group Meetings X

4. Cross-Cutting Themes

4.1 Gender Inclusion

4.1.1 Update Gender Inclusion Plan Gender Inclusion

Plan Updated X X

4.1.2 Organize conference on women in agriculture

technologies 1 Event X

4.1.3

Mobilization Meetings with women members of

livestock, women-headed organizations, women

veterinary doctors, women extension workers

1Meetings X

4.1.4 Organize Session with Women Farmers on

Agricultural Technologies

5 Sessions

(During the Demos) X

4.1.5 Women-centric awareness sessions with gender

inclusive agriculture technology demos

3 Sessions

(Standalone activity) X

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4.2 Environmental Safety

4.2.1

Awareness sessions for SSPs and DSPs on personal

protection, climate resilience, adaptation and health

and hygiene

2 sessions X

4.2.2 Monitoring environmental activities (EDF & EMMP)

of SSPs

5 SSPs supported on

EDF and ENMP X

5. Communication & Outreach

5.1 Project Outreach and Visibility

5.1.3 Social media campaign 2 Campaigns X X X

5.1.4 Social media updates for USAID Pakistan Ongoing X X X

5.1.5 Booklet on project impact 1 Booklet X X X

5.1.6 Provide branding and marking support and

communications collateral for project activities Ongoing X X X

5.1.7 Success stories 2 Success Stories X X X

5.1.9 Project promotional video 1 Promotional

Videos X X X

5.1.12 Promotional materials (booklets, giveaways, diary,

calendar, etc.) As Required X X X

5.2 Media Activities

5.2.1 Production of impactful thematic videos 1 Videos X X X

6. Monitoring & Evaluation

6.1 Develop, Update and Implement MEL Plan

6.1.2 Implementation of MEL Plan, perform routine

monitoring, and related compliances Ongoing X X X

6.1.3 Indicators data collection, review and consolidation Ongoing X X X

6.1.4 Collect, review and submit performance data for

MSF/Custom indicators on PAK INFO Ongoing X X X

6.1.5 Design results study for validation of reporting

assumptions against outcome results 1 Studies Developed X X X

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6.1.6 Conduct internal DQA and spot checking of

performance data 1DQA X X X

6.2 Support in Development, update and implement Project Database

6.2.1 Update data collection system Database Updated

X X X

6.2.3 Update database and storage system

Database and

Storage System

Developed

X X X

6.2.4 Conduct training and Refresher sessions on Data

collection, Management, Reporting and Learning 1 Sessions X X X

7. Program Reporting

7.3 Quarterly Progress Reports 1 Report 1

7.4 Quarterly Financial Reports 1 Report 1

7.5 Quarterly Accrual Reports 1 Report 1

7.6 Quarterly Pak Info Reports 1 Report 1

7.7 Weekly updates Ongoing 4 4 4

XI. Annexures Annex 1: Indicator Description Table

Annex I1: Letter of Appreciation by SSP KB Services

Annex 1II: Advance Selling & Managerial Skills Trainings Report

Annex 1V: Social Media Campaign on International Women Day

Annex V: Press Coverage Report Of PATTA Conference

Annex VI: PATTA’s social media posts were launched and disseminated

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Annex 1: Indicator Description Table:

Indicators LOP

Target Q2Y3

Progress

Cumulative

Progress till

March 31,

2020

%

Cumulative

progress

Mar 31, 2020

Remarks

1. EG.3-2 Number of individuals participating

in USG food security programs (IM-level)

Unit: Number Frequency: Annual 33,100 2,598 25,017 76%

During the current quarter, 2,598

individuals participated in PATTA

supported activities. In total 2,458 men and

140 women participated in different events

of PATTA including Demonstration

Activities, Trainings and others.

2. 3.2.2c Value of annual sales of farms and

firms receiving USG assistance (MSF)

Unit: USD Frequency: Annual

$17.68M $1.816M $13.878M 78%

During Q2Y3, total sales of technologies

amounting $1.816M was reported by SSPs

in various geographies of Pakistan. The

exchange rate for 1USD=164.46 as of 31st

March 2020 was used. Province-wise sales

are, KP- $6,689, GB- $7,204, KP-$184,031,

Punjab- $1,170,604 and Sindh-$448,214

3. Value of small farmers’ incremental sales

generated with USG assistance (Custom)

Unit: USD Frequency: Annual $8.58M N/A $5.35M 62%

PATTA has proposed to report this

indicator on annual basis after conducting

survey. The data against this indicator will

be reported in Q4 of Y3 after conducted

sampled based survey.

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4. 3.2a Number of full-time equivalent jobs

created as a result of USG assistance (MSF)

Unit: Number Frequency: Quarterly

3,400 310 1,924 57%

Total FTE Jobs reported during the

reporting quarter is 310. Out of which 140

FTE jobs were reported by SSPs and 170

FTE Jobs were reported by DSPs. Due to

Covid-19 pandemic, FTE at farm level could

not be collected in this quarter. The data

will be reported in the next quarter.

5.Number of private sector firms investing

capital to improve business performance as a

result of USG assistance (Custom)

Unit: Number Frequency: Quarterly 30 11 N/A N/A

In this quarter, 11 SSPs claimed to have

invested in new technologies, plant

upgradation and business expansion. Total

target 30 is proposed, cumulative

achievement will remain N/A until its

approval

6. EG 5.2-1Number of firms receiving USG-

funded technical assistance for improving

business performance (Standard)


30 NA 37 123%

This indicator is not - applicable as PATTA

has already signed MOUs with 37 SSPs.

7. 3.2.3b Value (in US dollars) of private

sector investment leveraged to support

entrepreneurship through USG assistance

(Standard)

Unit: USD Frequency: Quarterly

$4.8M $ 0.708M $ 3.16M 75%

During the quarter, SSPs reported in total

of $ 707,905.68 of investment made for

business expansion. The investment were

mostly related to plant upgradation and

new technologies.

8. 3.2.3a Number of microenterprises

supported by USG assistance (MSF)


350 N/A 425 121%

This indicator is not - applicable as PATTA

has already achieved the LOP target

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9. Number of tools, technologies, or

practices commercialized with USG support

(Custom)


500 24 266 53%

During the quarter, PATTA cumulatively

commercialized 60 technologies in various

locations around Pakistan. Out of which

PATTA commercialized 24 Unique number

of technologies.

10. 3.2.2b Number of individuals in the

agriculture system who have applied

improved management practices or

technologies with USG assistance (MSF)

Unit: Number Frequency: Annual

122,500 11,482 57,248 47%

During this quarter PATTA collected DSPs

data only from Sindh Province due to

Covid-19 Outbreak. The total adoption

reported in Sindh for this quarter was

11,482 (Men). The data for this indicator in

other provinces will be collected in the

next quarters.

11. Number of individuals who have attended

USG supported awareness campaigns

(Custom)


225,000 14,651 148,974 66%

During this quarter, A total of 14,651

individuals were reached through

awareness campaign. The gender-

disaggregation shows 11,510 men and 3,141

women were reached through awareness

raising events. The social media outreach

through Facebook posts reached over

42000 audiences which are not added to

the awareness figure

12. Number of demonstration activities

organized to promote uptake of agricultural

technologies (Custom)


800 46 46 6%

During this quarter 9 technology awareness

demonstration sessions, 2 field plot

demonstrations, 2 mega demonstrations,

and 2 expos in various locations across

Pakistan. PATTA engaged 17 SSPs in these

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events to commercialize project-supported

technologies and create awareness among

the farmers. PATTA refers one Demo to

participation of one SSP in PATTA

supported event.

13. Percentage of female participants in USG

assisted programs to increase access to

productive economic resources (assets,

credit, income or employment) (MSF)

Unit: Percent Frequency: Annual

20% 21% N/A 20%

The % of women participation in the

PATTA supported activities. The

numerator for calculation of this indicator

is 3,141 and Denominator 14,651 and the

percent is 21.4%.

14. STIR-10 Number of Innovations

supported through USG Assistance

Unit: Number Frequency: Annual

400 N/A N/A N/A

Discussion is required with the USAID

about the target of this indicator

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Annex II: Letter of Appreciation by SSP KB Services

Annex III: Advance Selling & Managerial Skills Trainings

Advance Selling & Managerial Skills Trainings for Supply Side Partners (SSPs) their Sales Manager and Field Force Associates

(Tier 1)

Submitted to:

Pakistan Agricultural Technology Transfer Activity (PATTA) Project

FINAL REPORT

Acknowledgements

It has been an honor serving SSPs and DSPS under PATTA project The current

assignment elevated the skills level of Action’s trainers and added another feather in

their crown. The conduct of “Advance and Managerial Skills” trainings provided

opportunity to build a senior level relation with sales managers and head of the

department of selected Supply Side Partners (SSPs). These trainings were

extraordinary experience for team Action. We are truly grateful to PATTA for the

creative opportunity to increase the skills, knowledge and building sales staff attitude

towards better sales practices in agriculture sector.

The consecutive Advance Sales trainings were completed, in Punjab and Sindh, as per

plan without any delay which was a clear demonstration of coordination and

teamwork of PATTA team.

We would like to acknowledge the support of many people, whom we want to thank

most sincerely including Mr. Muhammad Imtiaz for a quick negotiation and award of

the project and Mr. Aid Rahman Marwat, Director Sales and Marketing who was an

integral part of all training sessions not only to support trainers team but he also

interacted and motivated SSPs representatives, time to time, with respect to their

own achievements and PATTA’s overall goal and objectives.

We also thankful to the senior management of Ali Akbar Group, Matra Asia, Farm

Solutions, and all other organizations for their participation in the training and

making these events successful.

Without all above invaluable time and insights, it would have been impossible to

successfully complete these trainings.

Shahzad Bukhari

Executive Director

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Contents

Section 01: Background & Understanding ................................................................................................ 4

A. Background ................................................................................................................................. 4

Section 02: Training Design and Implementation .................................................................................... 5

A. Training Need Assessment (TNA) ............................................................................................... 5

B. Designing of Training .................................................................................................................. 5

C. Development of Training Material ............................................................................................. 6

D. Proposed Team ........................................................................................................................... 7

E. SSPs Participation in Training ..................................................................................................... 7

F. Organizational Representations ................................................................................................. 8

G. Gender Balance in each Training ................................................................................................ 8

H. Five Groups of Advance Managerial and Supervision Skills ....................................................... 9

Section 03: Day-Wise Proceedings ............................................................. Error! Bookmark not defined.

A. Module 1 – Introduction ............................................................................................................ 9

B. Module 2 - Movers and Shakers - Discovering the Personality Traits ...................................... 10

C. Module 3 - Ahead of The Game - Sales Planning and Target Setting ....................................... 12

D. Module 4 – Dream work by the Team Work ............................................................................ 13

E. Module 5 & 6 - Angel Investor - Performance Management, Mentoring and Monitoring ..... 16

F. Module 7 - Keys to success - Resource Management Skills .................................................... 17

G. Module 8 – Wake Up Call (Physical to Digital) ......................................................................... 17

H. Guests Appearance ................................................................................................................... 17

I. Evaluation & Close .................................................................................................................... 18

Section 04: Learning and Feedback ........................................................................................................ 20

A. Participants individual Learning ............................................................................................... 20

B. Participants Feedback .............................................................................................................. 22

Section 05: Recommendations ............................................................................................................... 26

Section 01: Background & Understanding

A. Background

CNFA is an international NGO, based in Washington, D.C., with a focus on enterprise development, dedicated to

stimulating sustainable growth in the agricultural sector. CNFA specializes in fostering private sector investments in

training, new technologies and marketing to increase the overall competitiveness of agricultural value chains,

expand exports, and develop skills in the rural workforce by generating higher incomes for farmers, processors,

entrepreneurs, and distributors, CNFA helps improve livelihoods and reduce poverty.

PATTA (CNFA-Pakistan Agricultural Technology Transfer Activity) is a four-year Project with an aim to bring private

sector solutions to improve agricultural productivity in Pakistan. PATTA is partnering with agricultural technology

companies to commercialize products and services to increase the productivity and competitiveness of small

farmers, while mobilizing private sector investment in agricultural technologies. PATTA’s partnership will provide

small farmers with broader access to affordable technologies to increase productivity, build resilience to climate

change and reduce postharvest losses. Through this intervention, PATTA expects to achieve the: increase in capacity

of agriculture technology related businesses to commercialize technologies and management practices and

increased adaptation of agriculture technologies by small farmers at grass root level. Following is the key objectives

of the project

• Increased capacity of agriculture technology related business to commercialize technologies and

management practices

• Increased adaptation of agriculture technologies by small farmers

The PATTA Marketing and Sales Specialist closely worked with supply side partners (SSPs) and engaged them through

an in depth mobilization drive. Approx. three dozen of SSPs were identified, mobilized and brought on board to

attend capacity building session with an aims to achieve the results.

After the successfully completion of two rounds (Tiers 1 and 2) of “Basic Selling Skills” and training of approx. 320

sales force staff, the 3rd round of “Basic Selling Skill” (10 trainings) with an added round of 07 “Advance Selling and

Managerial Skills” for the graduated individuals from the previous trainings spells was carried out in Punjab and

Sindh. The report below will provide the detail of “Advance Managerial and Supervision Skills” trainings.

Section 02: Training Design and Implementation

A. Training Need Assessment (TNA)

Action has successfully completed the Tier-1 & Tier 2 of “Basic Selling Skills” training and trained 320 individuals in

12 training sessions across Pakistan. Action has also conducted 08 training sessions for 213 demand side partners

and trained them on “Selling and Business Management Skills”. The feedback from the participants, supervisors,

area sales managers and head of the organizations were collected during and after the completion of assignment.

Action has provided detailed and comprehensive recommendations for the improvements of these sessions. These

feedbacks (including will be incorporated in the upcoming training sessions to enhance the upcoming training’s

material and methodology for better learning and impact.

A telephonic survey was also conducted with the representatives of following SSPs: Ali Akbar Group (Mr. Abdul

Nasir), Farm Solutions (Mr. Asif Gill), Matar Asia (Mr. Salman), Dairy Solutions (Mr. Hassan Raza), Ravi Agric (Mr.

Adnan Iqbal), Farm Dairy Solutions (Mr. Husnain). The purpose of the telephonic survey was to understand the

current management, assessment, monitoring and sales team performance system in PATTA’s selected SSPs. It was

revealed that majority of the SSPs (contacted) are relying on smart phones, SIMS and WhatApp for sales and team

tracking. Unfortunately, none of the SSPs is using any systematic approach, checklist or tool for standard and

authentic rating or ranking of team’s performance except Farm Dairy Solutions, who have developed a complete

web based system to track the sales and orient their products.

• Sales Targets: The majority of the SSPs don’t have a complete system to manage the sales and sales team.

Almost all of them have a core focus on sales and system to monitor the same.

• Team Physical Tracking: Farm Solutions using Telenor Sims to track their team and Daily Visit report to

ensure and cross check their presence with SIM data. Ali Akbar group is relying on WhatApp groups for

monitoring, tracking and communication, while Ravi Agric has a very small team to do all that.

• Performance Management: None of the SSP has a specialized system, checklist or tool for team’s individual

assessment. They mostly rely on HRs performance appraisal system which repeated annually, but the sales

team is not satisfied with the effectiveness of the system (said MR. Nasir of Ali Akbar Group).

• Dashboard or Summary of Activities: The SSPs are not aware of the dashboard facility. None of them using

any application, software, sheet or tool to give a big picture to the management on a single click.

Key Recommendations and Findings:

• Almost all of them showed great interest in having a handy tool for their sales managers to manage,

motivate and monitor their teams.

• At the same time, they don’t want to burden their sales staff in filling and making sheets all day, which may

affect their overall sales performance. They wish to have a tool for such support but it should not be too

complicated for them. The introduction of Smart Phone Apps. is one of the key output of the activity to make

sales supervisors efficient round the clock.

• They also mentioned to have include tips and methodologies for corporate image building, institutional

building and resource (time and cost) management as key responsibility of the Sales Managers.

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B. Designing of Training

Each training is exclusively designed for a specific SSPs except the two advance sessions, one had representation

from 19 SSPs while the last ended with 2 SSPs i.e. Pak Ghairo and Ali Akbar Group. Following were the key objectives

and agenda of the training:

Training Program

Day 1 Day 2

Module 1 – Introduction Module 5 - Angel Investor

(Mentoring and Monitoring)

Module 2 - Movers and Shakers

(Discovering the Personality Traits)

Module 6 - Compare Apples to Oranges

(Performance Management)

Module 3 - Ahead of The Game

(Sales Planning and Target Setting)

Module 7 - Keys to success

(Management Skills)

Module 4 – Dream work by the Team Work Module 8 – Wake Up Call (Physical to Digital)

C. Development of Training Material

An information pack including, theoretical information, tips, techniques, video clips, exercises and groups work,

assessment, quizzes and evaluation was developed for the participants. A complete audio/video presentation will

be prepared and used for participants interest.

Presentations for Trainers Handouts for Participants

Pre-Post Test Workshop Evaluation

A comprehensive pre-post test will be used to

analyse the participants learning from two days

training workshop.

Participants’ learning, from different angles, will be

compiled, analyzed and presented in the final

reprot for future events.

Participation will be aked to provuide their feedback

regardign design, delivery and recommendations for

future trainings.

Participants’ feedback will be compiled, analyzed

and presented in the final reprot.

D. Proposed Team

We, Action, proposed a team of experience trainers including Mr. Shadab Fariduddin and Mr. Shahzad Bukhari.

Trainer Shahzad Bukhari has already conducted the previous two tiers of SSPs sales trainings, while Shadab is also

added in this round for “Advance Sales Trainings” due to his extraordinary national and international experience in

sales, marketing, performance management and organizational development. Team Action has trained more than

500 sales staff of 20 SSPs and dozens of distributors in under PATTA project. The team already has an excellent

reputation and linkages with the SSPs and DSPs which will not only help to understand the overall objectives of

PATTA project but individual priorities of selected SSPs and DSPs (Detail profiles of the trainers is attached as

Annex).

E. SSPs Participation in Training

Based on the previous reputation of the sales trainings, the SSPs showed great interest in this tier by nominating

their senior managers and supervisors to have high level knowledge to manage their team, resources and targets.

Following were the training and participants statistics of “Advance Selling Managers and Supervisions skills”

trainings”:

No. January Organization Participants

1 Jan 07-08 MatraAsia 27 0 27

U.S.-PAKISTAN PARTNERSHIP FOR PAKISTAN AGRICULTURAL TECHNOLOGY TRANSFER ACTIVITY (PATTA)

2020

Sales Force Effectiveness Training for PATTA Supply Side Partners

Selling & Managerial Skills (Basic & Advance Level Trainings)

for Supply Side Partners (SSPs) their Sales Manager and Field Force Associates

(Tier 3)

Submitted to:

Pakistan Agricultural Technology Transfer Activity (PATTA) Project

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2 Feb 17-18 Farm Solutions 25 0 25

3 Feb 19-20 Misc. Group (16 Orgs.) 42 2 44

4 Feb 24-25 Ali Akbar 20 1 21

5 Mar 07-08 Ali Akbar 21 0 21

TOTAL 135 3 138

F. Organizational Representations

The interest of Matra Asia, Farm Solutions and Ali

Akbar Group was extra ordinary, they spared 69

sales staff (50%) to attend the trainings.

Advance Sales trainings were conducted in only

two cities of Pakistan i.e. Lahore and Karachi,

where only 01 training was held in Karachi while 04

were in Lahore.

G. Gender Balance in each Training

They are either overlooked or less prioritized in agriculture sector too.

There were only 05 female represented from only 01 SSP (i.e. Rachna

Seed) in a training in Gujranwala. There was not a single female

represented from other 07 SSPs in 06 trainings, including big

organizations like Auriga Group, CDK and Roshan Packages.

05

10152025303540

40

1 1 16 7

25

26

3 5 3

27

61 2 2

Participation by Organiation

0200

Karachi Lahore

21 117

Training by Location

0

20

40

60

01 MatraAsia

02 FarmSolutions

03 MixGroup

04 AliAkbarGroup

05 AliAkbarGroup

27 25

44

21 21

4%

96%

H. Five Groups of Advance Managerial and Supervision Skills

MatraAsia - Jan 07-08

Farm Solutions - Feb 17-18

Misc. Group (16 Orgs.) - Feb 19-20

Ali Akbar Group - Feb 24-25

Ali Akbar Group - Mar 07-08

A. Module 1 – Introduction

The training was started with recitation of selected verses from holy Quran, which was linked with personality

development and their respective profession i.e. Sales.

An interactive exercise was used to

help participants to introduce

themselves with a little more detail

than before. It was revealed thru this

exercise that the participants from

the same organization has a very

limited and surface knowledge about

their own colleagues who are

working together form a long time.

The activity was the first lesson for the sales persons to understand the importance of repo building, information

seeking, social bonding, knowing their customer, etc.

Objectives and Agenda

The training objectives and agenda was presented by Mr. Abid Marwat

from PATTA. He explained the overall goal of PATTA project with

expected outputs from these sales trainings and outcomes of the project.

He also informed the representatives from SSPs that these trainings is

the beginning of our journey and the benchmark to set the tone of the

project. He further informed that we, with our monitoring team, will

follow a criteria to shortlist high achievers as outcome of this training to

further enhance their skills thru advance level trainings, exposure and

other necessary interventions.

Pee-Test Evaluation

Before taking off, a pre-test was conducted. A pre-test was designed for the purpose with key objectives to mark

and identify the level of information possessed by the participants and level of skills with owned respect to sales.

The pre-test was also useful for the trainers to bench mark the level of information to set to tone of training. The

same tool was used at the end of the training as post-test to evaluate the individual learnings of the participants. A

detail analysis of pre and post-test is provided as section of this report.

B. Module 2 - Movers and Shakers - Discovering the Personality Traits

This training was design to helps the participants to see their role in the organization with respect to other

organizational functions. Participants were guided to see The Big Picture in terms of bottom-line impact of the sales

function that is where it fits into and how it contributes to the financial results. A manager’s role as a communicator

and influencer they can sell More Than Just Products (Selling Ideas To Management). In this role, they can evaluate

themselves to find out How Close they are to an ideal Sales Manager. Hence they have to discover Essential Qualities

of an ideal Sales Manager. Multiple braining storming exercises were carried to understand their role in the

organization and company’s expectation from a sales manager.

After understanding the role of SM, participants were introduced a personality tool to discover proven qaulities

that an ideal SM must have. Participants are facilitated to apply this checklist and compare themselves. As the end,

they find out current gaps that they need to fill up for their professional growth as an ideal SM.

Sales Competency Development Plan

Score Never Rarely Usually Always

Standard Max 20 40 60 80

My Score XX XX XX XX

My Improvement Plan XX XX XX XX

Expected Timeline XX XX XX XX

1. Understanding the Income Statement 2. Importance of Life line (cash revenue) 3. Personality Assessment tool 4. Head, Heart and Hand of a Sales Manager 5. Sales Competency Development Plan

Output

C. Module 3 - Ahead of The Game - Sales Planning and Target Setting

The Sales Manager is quite similar to a captain of a plane. Being a Sales

Manager, it is extremely important for a SM to Perform routine tests

including: Seeks inputs from crew members, assigns tasks to crew

members, Informs the members to make sure that they are heading

toward right direction.

Multiple activities and tests were conducted to help participants to understand the importance of goal and target

setting. They were also given a checklist to be used on daily basis to remain on track.

1. Agree on your goals

2. See what good behavior looks like.

3. Write out each of your goals on a single sheet of paper using less than 250 words.

4. Read and re-read each goal, which requires only a minute or so each time you do it.

5. Take a minute every once in a while out of your day to look at your performance, and

6. See whether or not your behavior matches your goal.

Participants were introduced “Sales Funnel”, tool to keep a track on business ideas, lead and business generation.

The Sales Funnel tool was highly appreciated by the participation, it not only help them to keep an eye on the lead

graduation but on the resources in lead nurturing and conversion to a business. They found this tool a best business

and resource management tool for Sales Managers for Bird-eye view of Company and its Business Strategy Targets,

gathering market information and gather team’s feedback.

D. Module 4 – Dream work by the Team Work

Participants were told that it not possible to enter the market, penetrate and lead the market without a competitive

team.

Participants were also introduced the different market strategies, tips to enter the market, penetrate and leadership

in the market. The group work helped the participants to understand the all three level of market, their need and

level of inputs and efforts required to sustain in the market. They also realized the different competencies and skills

in a team for a lethal combination for market leadership.

Market Leadershipo by Co-Branding of US Based Products: Using highclass international products is an

exclusive resource too. Team should also find the edge and exclusiveness of their international brands for market

leadership and quality service. Participants were asked to list down few exclusive brands (preferablly US Based) for

market penetration and leadership. Followong brands were identified by the organizations.

• Goal Setting Tips

• Sales Funnel Tool for Target and Goal Setting Output

Sr. PATTA-SSP Products US Based Producers

1 Solve Agri Pak • Animal Semen, Animal breeding Services

• Genetics, Sole Distributor

2 Farm Dynamics Pakistan • Agriculture Machinery/Tractor

3 Circle international • Generators only with US parnter

4 Ali Akbar Group

• Biopesticide

• Actival

• Static Spinocide

• Delgate

• Biopesticide

5 Matra Asia • Fodder Seed Alfalafa

• Bovine Dairy and Beef Semen, Holstein, Jersey, Angus

6 Cattle Kit • Milking Parlors

7 Dairy Solution • Milking & Cooling System, Chemical & DX Aftermarket products & Supplies

8 Haji Sons • Post-Harvest equipment’s (Drying Unites, Drying Tunnels & Drying Cocoons)

9 Greenland Zone • Cow Monitoring System

10 ICI • Animal health (ICI is dealing in UK based products)

11 AR Enterprises • Vegetable seeds (Telephonic Confirmation)

12 Alpha Penta • Storage/Cooling, Poultry/Red Meet, Chees casting: Equipment

13 Rachna Seed

• Peas: Brotherton Seed

• Tomato: Innova Seed

• Watermelon: Innova Seed

• Squash: Innova Seed

• Turnip: Alf Christonson Seed

• Coriander: Griffin Seed

• Watermelon: Griffin Seed

• Ryegrass: Oregro International

• Cucumber: Specialty Seed Turnip: Specialty Seedd

13

14 Ravi Agric

• ACD-N - Mounted Row Crop Fertilizer for Conservation Tillage

• DCF-C - Lime and Fertilizer Spreader

• PNA - Agricultural Rear Blade

• SAB / SHB - Baldan Seed Drill (Drag Type) / Baldan Seed Drill (Mounted)

• Marketing Strategies (Entry, Penetration & Leadership)

• Business Strategies (Corporate, Business, Functional & Operation)

• Resource management tips (Resource Analysis from Sales Funnel)

• Market Leadership using International Co-Branding & US Based Products

Output

E. Module 5 & 6 - Angel Investor - Performance Management, Mentoring and Monitoring

Participants were reminded that in the previous training (Basic Selling Skills) we introduced the 5 essential “P”s of

sales and an assessment was also held during that training.

The personal assessment wheel was specially designed for participants’ to be used by the Sales Manager as

“Performance Management Tool”. individual assessment of their current sales skills and provide an estimated

progress after certain intervals.

• 6th P, Performance Management (Sales, Personality, Market, Finance, etc.)

• 5Ps Assessment tool Output

F. Module 7 - Keys to success - Resource Management Skills

Managing resorudes or living in given resourses is one of the key skills of a successful Sales Manager. Participants

were refered back to sales funnel and make a draft analysis of on each stafe of the funner and advise what is the

approximate cost of a sales call you make on different stages of sales funnel. After having estimation of all the stages

they were asked to divide the total resorudces with number of sales calls matured at the end. The calculation process

helped the particpants that how each and every effort is ultimatley affect the resorues. They also learnt, that have

to be smart in their lead generation process, they may have to have planning prior to connet with lead. The resource

mangement activity worked as icing on the cake and help them understand the level of exitement by having good

results within limited resoruces.

G. Module 8 – Wake Up Call (Physical to Digital)

The last and final session was of digital devices including, computer, tabs, smart phone, apps, social media to keep

their team on toes with an uptodate progress status. Although, these organizations don’t have any specific

application, neither the funds allowed to design one for this groups, some application were identified on the internet

which can be downloaded and customized for personal needs.

H. Guests Appearance

The various guest speakcer from PATTA and SSPs were present to encourage and motivate the sales team from

different angle. Some glimpses of the guest speaker notes is as follows:

• Resource Management Tips

• List of US based products for exclusive marketing leadership Output

Mr. Muhammad Bilal

CEO, Farm Solutions

Mr. M. Ehtisham

HR Manager, Ali Akbar Group

Mr. Abid Rahman Marwat

Marketing and Business Head, PATTA, USAID

Senior Sales Managers

from Different Organizations

I. Evaluation & Close

Post test was the last activity, where same questionnaire was shared to assess the level of learning in two days. The

findings of pre-post analysis is given in next chapter. Each training was concluded with brief concluding remark by

PATTA team, Islamabad. PATTA team encouraged the participants to utilize the learning from this training to

increase growth in their personal and professional life. They also informed the participants that PATTA and trainers

team will feel honor to provide any level of support required by you to promote your company, products and

increase your sales/profit in the field of agriculture. PATTA team also informed the participants that this activity

which will lead to many avenues for you, e.g. higher level sales trainings, exposure and mentoring support, technical

support to your organizations to excel in agriculture sector and take the maximum benefit from PATTA project.

Participants were also awarded a completion certificate at the end of the training by the PATTA and SSPs

representatives.

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Section 04: Learning and Feedback

A. Participants individual Learning

A total of 138 participants (135 Male and 03 Female) attended the training but not all of them completed the pre-

post assessment because of their official engagements and other priorities, due to which they either came late, left

early or quit early to rush back to their cities. The only responses considered who has completed the both pre and

post tests.

Participants’ Learning by Training

The learning patterns are almost same in both cities, while the learning of Lahore participants was slightly high than

Karachi.

Participants’ Learning by Cities

As far as the learning by SSPs is concern, learning level of Ali Akbar group was higher than other SSPs i.e. Matra

Asia, Farm Solutions, Dairy Solutions and other mix group.

Participants’ Learning by SSPs

0%

10%

20%

30%

40%

T1-Matra Asia T2-FarmSolutions

T3-Mix Group T4-Ali AkbarGroup

T5-Ali AkbarGroup

26%20%

24%

39%

22%

0%

10%

20%

30%

Karachi Lahore

22%27%

0%

10%

20%

30%

40%

Matra Asia Farm Solutions Mix Group Ali Akbar Group

26%20%

24%

30%

B. Participants Feedback

Participants were given a short evaluation form to provide their feedback about the training and suggestions for

improvement, if conducted in future. They were also inquired if there is an important topic or component was

overlooked in the training and can be added in next training in future. Following is the responses of the participants

against the questions they asked:

Q1.1:

Extent to which you think

the objectives of the

training have been

achieved?

Q1.2:

Extent to which you think

you were able to engage in

workshop proceedings

(group, plenary,

presentations Q&A, etc.)?

Q1.3:

How you rate the quality

and relevance of the

content, material and

methodologies used

during the training?

0%

50%

100%

Poor BelowAverage

Good VeryGood

Excellent

0% 0% 6%31%

63%

Series1

0%

20%

40%

60%

Poor Average Good Very Good Excellent

0% 0%8%

40%

53%

0%

20%

40%

60%


0% 1% 3%

39%

56%

Q1.4:

How was the overall

facilitation by the trainer(s)

(response to your learning

needs, taking everyone

along, respect, etc.):

Q1.5:

How did you find the

overall workshop logistics

(meals, refreshments,

material, training aids)?

Q1.6:

How was the pre-

workshop logistics

(information, invitations,

arrangements details, etc.)

Q2. Identify three significant learning that occurred for you during this training:

It was the first time for majority of the participants attended any training on any topic. Since the training was closer

to their profession and daily working, they highly appreciated the PATTA initiative. The following topics were rated

as top learning during the training:

• 3 Hs (Head Heart and Hand) of a Boss

• Acheved Goal

• Annual target selling

• Arangement

• Awaerness all Product of company

• B2B / B2C / B2G

• Be a leader good

• Bigger customer give you

• Bottom line / top line / life line

• Business strategies

• Busniess Methdology

• Cash is more Important

• New Customer

• Personal Improvement

• Personality

• Planing to manage my coordinates and company

• Potential Hard work

• Pre Plan Team Work

• Product Knowledge

• Professional Behaviour

• Profit your ideal account

• Qualities of sales man

• Responsiblities of sales man

• Result Oriented Work

0%

20%

40%

60%

80%


0% 0% 3%

21%

76%

0%

20%

40%

60%

80%

Poor Average Good VeryGood

Excellent

0% 0% 3%

24%

73%

0%

20%

40%

60%

Poor Average Good VeryGood

Excellent

0% 1% 4%

36%

59%

• Convincing Skills

• Craeting New Ideas

• Cross Selling

• Customer Idiologies

• Customer Intraction

• Cutomer Identification

• Difficulty can be done immedietly

• Engaging sales team and manager

• Focus on target

• How to ensure others about your product

• How to improve your self

• How to increase the sale

• How to sale the product

• Impossible take a little time

• Internal and External Sale

• It was over all very useful

• Lead Nuturing

• Learning From Physical Activity

• Market entry

• Marketing approach and leadership

• Motivation for struggle

• Sale funnel and Sale Idea

• Sales Develpmants Models

• Adding Famale in the sale

• Sales Funnel for target setting and Achieving

• Sales management process

• Salesman is the cation of orginzation

• Self assesment teast

• self confidence

• Selling ideas

• Size , Sector , Location and other

• Supervision Skills

• Target and expense Comparison

• Team Building and management

• Three H of personality

• Time Management

• Understand the situations

• Understand your customer need

• Unique price benefits

• Value of my position in my company

• Viedeos Inovations

Q3. Identify key aspects for the improvement of course in future

In response to the question, participants suggested the following key topics to be added in for future trainings:

• Add gaming activites more

• Advance sales skills

• Animated based motivation

• Backup of team trained

• Data Analysis for team Management

• During refreshment must be arrange background music

• Engage More person

• Extent time for extra activity

• Field spacific person should be available

• Focus on presentation for every one

• Hormonized group of participants may be considerd

• Improve sales expense

• Increase number of days

• It should be more elaborative

• Marketing Aspects B2B and B2C

• More exercise perfomance

• More participation by learners

• More physical activites

• More traning Regarding Market values

• Need to improve own presentation skills

• Participations of Employess

• Personal Groming

• Policy development for orginaization

• Qualities of good sales

• Sale manager should work with heart

• Team Building

Q4. General Comments (which is not covered above)

The training was highly appreciated by the participant they rated the training as “Very Good Training” and found it

very usefull for them which has increased their sale and marketing knowledge.

Section 05: Recommendations

The second level two days “Advance Managerial and Supervision Skills” training was an excellent opportunity for the

Sales manager to review their position in the organization and play a productive role as expected by the organization.

The tools they were taught in todays may help them to demonstration more professionalism than before.

PATTA or SSP may do the following steps to ensure this learning and cultivate productivity from sales managers:

Closely monitor each Sales Manager with respect to:

• Team Management Skills

• Resource Management Skills

• Planning and Target Setting Skills

• Development Sales Management tools for better performance

• Smart use of resources (money, material, man and machinery)

PATTA or SSPs may also develop a Sales Manager performance management checklist to evaluate the learning on

periodic basis.

--------------The End --------------

List of Actual Participants of 05 Trainings

Sr. Training Location Name Organization Designation Gender Contact

1 1 Lahore M Zulqarnain Matra Asia ADE Male 3400004071

2 1 Lahore Asad Ali Matra Asia ZSM Male 3400002906

3 1 Lahore M Naeem Abbas Matra Asia RM Male 3400005684

4 1 Lahore Mudassar Nazir Matra Asia RM Male 3400005472

5 1 Lahore M Adnan Matra Asia RM Male 3400004075

6 1 Lahore Usman Matra Asia ASM Male 3400002925

7 1 Lahore Noman Asghar Matra Asia ASM Male 3400002923

8 1 Lahore Salman Ashraf Matra Asia ADE Male 3400004077

9 1 Lahore Zahid Mahmood Matra Asia ADE Male 3400002904

10 1 Lahore Khadim Hussain Matra Asia FSO Male 3400004074

11 1 Lahore Moazzam Ali Rana Matra Asia ZSM Male 3400002901

12 1 Lahore Nadeem Akhtar Matra Asia ADE Male 3098881450

13 1 Lahore Dr Sharafat Ali Matra Asia ZSM Male 3400002933

14 1 Lahore Usman Haider Matra Asia ASM Male 3400004068

15 1 Lahore Khadim Hussain Jaffar Matra Asia Male 3400004062

16 1 Lahore Ishtiaq Virk Matra Asia ZSM Male 3400002821

17 1 Lahore Dr Muhammad Tariq Matra Asia ZSM Male 3400002913

18 1 Lahore Dr Umar Farooq Matra Asia ASM Male 3400002948

19 1 Lahore Kaleem ur Rehman Matra Asia ASM Male 3400002902

20 1 Lahore Kashif Raza Matra Asia ZSM Male 3400002903

21 1 Lahore Ali Raza Bajwa Matra Asia ADE Male 3400005493

22 1 Lahore Dr Muhammad Khalid Matra Asia ZSM Male 3400004064

23 1 Lahore Jahan Zaib Khan Matra Asia ASM Male 3400002910

24 1 Lahore Dr Dilshad Ghori Matra Asia ZSM Male 3400002905

25 1 Lahore Ahtsham Hameed Matra Asia ADE Male 3400005682

26 1 Lahore Usman Malik Matra Asia ZSM Male 3400005681

27 2 Lahore M Afzal Farm Solution TM Male 3458424701

28 2 Lahore M Zubair Farm Solution SE Male 3208484563

29 2 Lahore Naeem Shahzad Farm Solution SE Male 3028424759

30 2 Lahore M Nouman Bashir Farm Solution SE Male 3007372916

31 2 Lahore M Ahmed Wattoo Farm Solution SSE Male 3067179661

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32 2 Lahore Irfan Farm Solution TM Male 3028424761

33 2 Lahore Dr Ali Shahzad Farm Solution TM Male 3007333457

34 2 Lahore Dr M Azam Farm Solution TSE Male 3458424729

35 2 Lahore Mehbob Sami Farm Solution SSE Male 3028424352

36 2 Lahore Dr M Zulqarnain Farm Solution SSE Male 3028424762

37 2 Lahore Dr Hafiz M Ehsan Farm Solution TSE Male 3086629217

38 2 Lahore M Arif Gill Farm Solution Sales Head Male 3008428016

39 2 Lahore Dr Shoaib Zafar Farm Solution Zonar Head Male 3462292727

40 2 Lahore M Shahbaz Farm Solution Finance Executive Male 3208484560

41 2 Lahore Habib Yousaf Farm Solution Sales And Technical Male 3234009624

42 2 Lahore Muhammad Asad Farm Solution Manager sales And Technical Male 3008402569

43 2 Lahore Jamshaid Farm Solution sales Male 3136524349

44 2 Lahore Naveed Iqbal Farm Solution T Manager Male 3458424711

45 2 Lahore Husnain Ijaz Farm Solution Sales Executive Male 3455520127

46 2 Lahore Rimza Hassan Farm Solution Sales Executive Female 3208484567

47 2 Lahore Abbas Farm Solution TM Male 3219473014

48 2 Lahore Zafar ul Islam Farm Solution SSE Male 3447769331

49 2 Lahore Dr Naeem Farm Solution RSM Male 3459114250

50 2 Lahore Shumaila Gilani Farm Solution AC / Executive Female 3458424706

51 3 Lahore Syed Bilal Ahmed ICI AM Male 3037774037

52 3 Lahore Usman Asghar ICI AM Male 3037774549

53 3 Lahore Touqeer Ahmed ICI TM Male 3444698167

54 3 Lahore Amjad Islam ICI AM Male 3007774519

55 3 Lahore Shahid ur rehman ICI TM Male 3000454463

56 3 Lahore Naeem Suknera Dairy Solution Sales Manager Male 3018383027

57 3 Lahore M Zeeshan Dairy Solution Sales Officer Male 3226579380

58 3 Lahore Arshad Kamran Haji Sons DMS Male 3214422407

59 3 Lahore Sofia Shafi Haji Sons TMO Female 3164469610

60 3 Lahore Muhammad Jawad Kold Kroft Production Manager Male 3244110247

61 3 Lahore Muhammad Ahsan Kold Kroft Production Manager Male 3000301583

62 3 Lahore Robeel Akbar Kold Kroft Production Manager Male 3000302811

63 3 Lahore Ambreen aleem Eastern Agroo Operation Manager Female 3007860177

64 3 Lahore Imran Nazir Eastern Agroo Director Male 3228476060

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65 3 Lahore Mian Waqas Raza Solve Agri Pak

Sales and Marketing

Manager Male 3444451103

66 3 Lahore Imtiaz Aziz Circle Int Lahore GM Marketing Male 3009420403

67 3 Lahore Zahaib Khan Dairy Solution Asstance sales manager Male 3038813621

68 3 Lahore Sajjad Khan Eastern Agroo Sales Manager Male 3218401776

69 3 Lahore Mohsin Ali Eastern Agroo Sales Manager Male 3218192880

70 3 Lahore Azher Nawaz Eastern Agroo Store Manager Male 3224846031

71 3 Lahore Dr Umair Green Land Zone Sales Manager Male 3064034386

72 3 Lahore Nadeem Raza Rachna Agri Business Manager Male 3457401700

73 3 Lahore Jamshaid Ali Soby Engineers Sales Manager Male 300717899

74 3 Lahore Aqeel Ahmed Rachna Agri Sales Manager Male 3457403600

75 3 Lahore Usman Mughal Green Land Zone MD Male 3217755211

76 3 Lahore M Waseem Rachna Agri Area Sales Manager Male 3336151317

77 3 Lahore Muzammil ur Rehman Rachna Agri Area Sales Manager Male 3456558344

78 3 Lahore Asif Aziz Green Land Zone Sales Manager Male 3008429299

79 3 Lahore Dr Waseem Shoukair Solve Agri Pak General Manager Male 3008440728

80 3 Lahore Hafiz Imran Ali Rachna Agri Sales Executive Male 3457404600

81 3 Lahore Sajid Nawaz Eastern Agroo Manager Marketing Male 3244582554

82 3 Lahore Riaz Ahmad Eastern Agroo CEO Male 3247860177

83 3 Lahore Adnan Iqbal Rachna Agri Markiting Head Male 3084440597

84 3 Lahore Dr Shabbir Cattle Kit Markiting Manager Male 3088880646

85 3 Lahore M Naveed Asim Green Land Zone ZSM Male 3027719997

86 3 Lahore M Usman Ali Green Land Zone Sub Engeneers Male 3052045703

87 3 Lahore Abdul Saleem Haji Sons AM Male 3018440562

88 3 Lahore Muhammad Ali Raza Green Land Zone Finanace Manager Male 3440258682

89 3 Lahore Ali Akbar GLZ ZSM Male 3009692667

90 3 Lahore M Asim Shahzad Alpha Pinta Sales executive Male 3336889194

91 3 Lahore Amir Hamza TEP Sales Manager Male 3335042777

92 3 Lahore Nadeer Azam Dairy Solution SO Male 3018383015

93 4 Lahore Usama Jamil Ali Akbar Group TM Male 3026867912

94 4 Lahore

Muhammad Abdul

Basit Ali Akbar Group TM Male 3072370173

95 4 Lahore Syed Athisham Ali Ali Akbar Group FM Male 3413650000

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96 4 Lahore Khuram Shahzad Ali Akbar Group STM Male 3464993048

97 4 Lahore M Luqman Ali Akbar Group AM Male 3464993117

98 4 Lahore Gulzar ul Hassan Bhatti Ali Akbar Group STM Male 3006962377

99 4 Lahore M Irfan Shahid Ali Akbar Group STM Male 3464993099

100 4 Lahore Ayesha Shahzad Ali Akbar Group GM Sales And Marketing Female 3464998155

101 4 Lahore Shahid Shafiq Ali Akbar Group TM Male 3464998164

102 4 Lahore Muhammad Fiaz Ali Akbar Group STM Male 3036251952

103 4 Lahore Abdul Rehman Ali Akbar Group SM Male 3464995296

104 4 Lahore Bilal Javed Ali Akbar Group ZM Male 3464993084

105 4 Lahore Abid Ali Ali Akbar Group TM Male 3464998142

106 4 Lahore Awais Ahmed Ali Akbar Group TM Male 3317417725

107 4 Lahore Shafaqat Afzal Ali Akbar Group ZM Male 3464993100

108 4 Lahore Zaheer Abbas Ali Akbar Group TM Male 3326564791

109 4 Lahore Fazal Abbas Ali Akbar Group TM Male 3473661425

110 4 Lahore Ziahid Ali Akbar Group TM Male 3247303879

111 4 Lahore M Hussain Khan Ali Akbar Group TM Male 3009516522

112 5 Karachi Jawaid Ahmed Ali Akbar Group AM Male 3464993225

113 5 Karachi Farhan Bin Razi Ali Akbar Group ZM Male 3464993334

114 5 Karachi Khalid Mehmood Ali Akbar Group AM Male 3464993330

115 5 Karachi Naveed Alam Ali Akbar Group STM Male 3464993556

116 5 Karachi Shahid Mehmood Ali Akbar Group AM Male 3464993173

117 5 Karachi Rashid Ali Ali Akbar Group SM Male 3464993068

118 5 Karachi M Tabish Ali Akbar Group STM Male 3464993175

119 5 Karachi Tanveer Akram Ali Akbar Group Business Manager Male 3333097775

120 5 Karachi Wajid Ali Pervaiz Ali Akbar Group RSM Male 3008377858

121 5 Karachi Ali Hassan Kolachi Ali Akbar Group STM Male 3013647026

122 5 Karachi Gulam Kibria Ali Akbar Group STM Male 3053501163

123 5 Karachi Gulam Qachri Rahoo Ali Akbar Group AM Male 3464993220

124 5 Karachi Khurshid Naseeb Ali Akbar Group AZM Male 3464993078

125 5 Karachi Muhammad Baber Ali Akbar Group STM Male 3464993020

126 5 Karachi M Nadeem Ali Akbar Group STM Male 3023201274

127 5 Karachi Adil Amjad Ali Akbar Group Manager Male 3212010060

128 5 Karachi Haidu Aftab Ali Akbar Group AM Male 3000224738

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129 5 Karachi Farhan Khan Ali Akbar Group Accounts Male 3218135902

130 5 Karachi Bashir Ali Akbar Group SM Male 3464993323

131 5 Karachi Muhammad Tabiqh Ali Akbar Group STM Male 3464993175

132 5 Karachi M Mohsin Ali Akbar Group Director Male 3002083866

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Annex IV: Social Media Campaign on International Women Day

Designed Messages:

Social Media Campaign Launch:

Social media campaign on International Women’s Day was started on 6th March by posting PATTA’s

beneficiary quote on USAID-Pakistan’s facebook page. People took great interest and shared their views

in comment section.

Messages’ Posts on USAID Facebook Page:

Post # 1:

Link

https://www.facebook.com/USAIDPakistan/posts/2959771667377028:0

Post # 2:

Link:


Post # 3:





Post # 4:


Post # 5:

Link:


USAID-Pakistan’s Twitter Handle



U.S. Embassy Pakistan’s Twitter Handle (8th March 2020)

U.S.

Consulate General-Karachi’s Facebook Page (11th March 2020)

https://www.facebook.com/karachi.usconsulate/posts/10157146364643870

https://www.facebook.com/karachi.usconsulate/posts/10157146364643870

U.S. Consulate Lahore’s Twitter Handle (6thMarch

2020)

CNFA Head office Facebook Page (12th March 2020)

https://www.facebook.com/CNFAGlobal/posts/10158268135540288


Supply-Side Partners’ Facebook Pages (9th March 2020)

PATTA’s SSPs also shared PATTA’s posts on their social media pages.



Press Coverage Report

U.S.-PAKISTAN PARTNERSHIP TRANSFORMS FARMERS’ LIVES

THROUGH ACCESS TO INNOVATIVE AGRICULTURAL TECHNOLOGIES

SUBMITTED BY:

Date:

16-January-2020

CREATIVE JUNCTION ISLAMABAD |

Annex V: Press Coverage Report Of PATTA Conference

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The News Rawalpindi 16-01-2020

Pakistan Observer Islamabad (16.01.2020)

Pakistan Today Islamabad (16.01.2020)

Patriot Islamabad (16.01.2020)

Business Recorder Islamabad (16.01.2020)

Nawa-e-waqt Islamabad(16.01.2020)

Express Islamabad (17.10.19)

92 News Islamabad (16.01.2020)

Nai Baat Rawalpindi (16.01.2020)

Remaining

Ausaf Islamabad (16.01.2020)

Asas rawalpindi (16.01.2020)

Khabrain Isb (16.01.2020)

Jinnah Islamabad (16.01.2020)

Jehan e Pakistan Islamabad (16.01.2020)

Mashriq Peshawar (17.01.2020)

News Mart Rawalpindi (16.01.2020)

K-2 Rawalpindi (16.01.2020)

Al- Sharq Islamabad (16.01.2020)

Panah Gilgit/Baltistan (16.01.2020)

Nai Baat Karachi (16.01.2020)

Jehan-e-Pakistan Karachi (16.01.2020)

Ausaf Karachi (16.01.2020)

Ausaf Lahore (16.01.2020)

City 42 Lahore (16.01.2020)

Social Media Posts

Annex VI: PATTA’s social media posts were launched and disseminated

PATTA’s social media posts were launched and disseminated

Social Media Post Description

Harvesting Prosperity in Khyber

Pakhtunkhwa:

U.S. Consulate General Peshawar's Facebook page uploaded a social media post

to promote PATTA’s technology demonstrations on tomato seed for improved

crop management in district Peshawar, Khyber Pakhtunkhwa.

John Deere Sugarcane Planter

Technology Launched in Khyber

Pakhtunkhwa – March 16, 2020

The post highlighted the launch of the U.S.-based John Deere sugarcane

cultivation technology on USAID Pakistan Facebook / Twitter pages

Showcasing Agricultural Innovation in

Multan - February 17, 2020

This post on USAID Pakistan Facebook and Twitter pages highlighted the

project’s pavilion (comprising of SSPs stalls) at the Dunya Kisan Dost Mela in

Multan at the Bahauddin Zakaraya University.

Showcasing Agricultural Innovation at

Pak Horti Expo – February 5, 2020

This post on USAID Pakistan Facebook and Twitter pages highlighted the

project’s brand-marked pavilion at the two-day Pakistan Horti Expo held in

Lahore.

Scaling up Women-led Agribusiness

Enterprises – January 16, 2020

This post on USAID Pakistan’s Facebook and Twitter pages featured a testimonial

of SSP Dairy Solution’s Owner Ms. Zahra Hasan

U.S. - Pakistan Partnership Transforms

Lives – January 15, 2020

This post highlighted the ‘Modernizing Agriculture Through Innovative

Technologies Conference 2020’ on USAID Pakistan’s official Facebook and

Twitter pages

#DidYouKnow post – January 14, 2020 A social media quiz post related to a PATTA SSP’s quiz post on USAID Pakistan’s

Facebook page

Project Objectives post – January 14,

2020

USAID Pakistan uploaded a social media post which described PATTA’s key

project objectives

Celebrating Agri-Tech Innovation in

Pakistan banner

In line with the ‘Modernising Agriculture Through Innovative Technologies

Conference 2020’ USAID Pakistan promoted PATTA by uploading a conference-

themed banner as it’s Facebook page main display.

World Water Day 2020 – March 24,

2020

PATTA celebrated the World Water Day 2020 through a social media post on

USAID Pakistan’s Facebook page. The post highlighted the project’s water-

efficient technologies which are being commercialized in collaboration with

SSPs.

Documents

Quarterly Progress Report January - March 2020