Sign up rate
In 2016 Producers Direct launched 3 Centres of Excellence; core partnerships which provide a physical
hub for farmers to access training, learn from demonstration farms, and help forge a direct relationship
with smallholder farmers. A model which quickly gained success and traction.
By 2020 Producers Direct had reached over 600,000 farmers and had established 7 Centres of Excellence across the globe. As farmer numbers grew Producers Direct needed to maintain the seamless farmer experience that the CoE method was built upon, maintaining a high rate of training adoption.
Climate Edge supported Producers Direct’s goals of introducing a novel farmer-facing technology channel
that was simple to implement, adaptive to their needs, and provided trackable insights. Climate Edge
worked with Producers Direct to translate valuable elements of physical training into condensed SMS
content to support the delivery of training at scale. Followed by targeted surveys to monitor
engagement remotely and affordably.
Producers Direct were able to register farmers through SMS invitations within days, allowing them to act quickly during a time of high growth, without sacrificing quality.
Producers Direct have maintained an exceptional user experience for their farmers, and have achieved higher than average engagement rates from their training.
Initially launching in SIREET, a Kenyan based Centre of Excellence, Producers Direct experienced a 21% user subscription rate from farmers invited, with 68% of farmers implementing the training effectively (up from 10% when attending physical training alone) and 78% farmer satisfaction rate.