Case Study

Close Case Study Show All Case Studies

Vodafone supporting farmers

Challenge

Provide a service that increases income for isolated farmers.

Problem

Understanding the challenges a potential market faces allows a business to tailor a better offering. Connecting (often isolated) farmers in agriculture-reliant economies can have huge benefits for the economy, environment and have social returns for those involved. Gaining information on weather patterns, regulation and market prices enables farmers to maximise their income and efficiency.

Solution

Vodafone launched Farmers’ Club, a mobile price plan offering special rates and a range of information services to farmers in Turkey, with the Turkish ministry of agriculture and rural affairs. The service provided information from the government on financial support packages and new regulations, while location information was used to tailor market quotes and enable farmers to advertise their produce. Environmental information was also provided, such as weather forecasts and training on minimising water usage. Working with a national bank, Vodafone could offer the opportunity to pay the phone bills just once a year after harvest when their income peaked.

By 2012 over 500,000 people have signed up to the Farmers' Club in Turkey. Participating farmers have increased productivity by about €100 million.

Benefits

Research published by Vodafone and Accenture in 2011 showed that using mobile-based agricultural services could boost agricultural income by US$34 billion across 26 markets by 2020
The success of the Farmers’ Club is such that agricultural services are now an essential component of Vodafone's commercial strategy in emerging markets

Case study source