50 Under 50

50 under 50 addresses the concerns of the next generation of farmers who are turning away from agriculture due a lack of market access and disorganized local supply chain. Using the e-commerce platform OEX Markets the initiative facilitates sales and marketing by making cross border trade easy. It provides a digital wallet and direct access to buyers. On the back end, value chain support and ecosystem coordination is provided by connecting the Jamaica Agricultural Society's network of managers and coordinators to the farmers they support. Jamaica is the first country for project implementation providing proof of concept for rollout across the Caribbean and the global South. Keeping these small operators in business is vital as they produce 70% of the world’s crops.

Rural workers under 50 years old are turning away from farming, they say it's back-breaking work for little return. While their parents and grandparents made a decent living out of smallholder farming, they are reluctant to do the same due to the challenge of accessing markets.

Food is going to waste across the island as farmers plant and harvest particular crops at a specific times resulting in local oversupply. At other times there is a shortage of essentials. Imports have been steadily increasing year on year as farmers are unable to meet consumer needs. Much of the nation’s fruits and vegetables are imported to supply hotels, restaurants and retailers. This poses direct competition to local producers, squeezing them out of the chain. 

Jamaica, like much of the region faces a challenge to make the sector sustainable. Growth has been slow; 1.3% total factor productivity growth rate across Latin America and the Caribbean between 1991 and 2000, compared with 2.1% in Sub-Saharan Africa, 1.5% in Asia and the Pacific, and 1.7% in the Middle East and North Africa. The sector suffers from low access to credit, particularly for smallholder farmers who make up the majority of growers in the English-speaking Caribbean.

OEX has developed a strategy known as ’50 under 50’, an intervention to support 50,000 farmers under 50 years old. The initiative seeks to build farmers’ capacity through:  

1. Establishing crop clusters to meet demand and realise economies of scale;  

2. Data connectivity for support groups and associations;  

3. Bridging the knowledge gap for the adoption of technology;

4. Creating a digital ecosystem to increase market access; 

5. Testing a model of intervention for greater access to new markets. 

The concept is based on a system successfully deployed in Kenya and Uganda, where farmers work in clusters and have their production costs underwritten by credit unions. 

OEX introduces a blockchain ready platform creating clusters and connecting farmers to markets. It utilizes digital tools to access sales including export markets. The platform is an efficient e-commerce solution using a digital wallet. 

The system facilitates smart contracts and transparency as products and suppliers are traceable and verified. Payments to farmers are made through secure transfers to their digital trade account, mirrored by a physical local bank account.

People under the age of 50 years old in rural communities are at the heart of this intervention. Among this group there is a high prevalence of unskilled labourers and underbanked individuals, the project is particularly concerned with including women and minorities. These are the groups most affected by long-term unemployment and economic insecurity. 50 under 50 places the socio-economic development of this group at the top of its priority list. In so doing it addresses the major issue of the digital divide which has deprived them of access to the specific science and technology required to improve their lives. It also addresses the issue of working capital which creates a barrier to entry for those who have the experience and land to cultivate longer term, high value crops for export. The immediate expected benefit to farmers includes: consistent market access; modern, secure cross-border payments; and access to global trade and Integrated logistics. 

Women are at the heart of this intervention. This initiative seeks to improve opportunities in communities by providing access to digital tools and training. 

50 under 50 removes the barrier for entry to female farmers who have been unable to trade effectively. A 2018 ILO report found 19% of the workforce to be in agriculture. Of this labour movement in the hundreds of thousands 9% were females while 91% are men. 

Rural women have minimal access to resources and financing, they are deprived of recognition for their contributions to maintaining economic stability. 

The project has been designed, partners confirmed and some funding secured. The next step is to test the model in communities which are deeply affected by a lack of sales due to difficulty accessing the market. The pilot will include 1,000 farmers from across the island (seven individuals from each of the 14 geographical areas). Individuals will be enrolled in a 6-week training programme where they will learn how to operate with the support of the platform. Participants will receive a phablet and weekly data allowance to ensure there are no issues with internet access, seeds, fertilizer and any other inputs as required up to the value of US$166 provided as an advance to be debited from their digital wallet when they complete their first transaction. They will be taught to manage their online store, along with delivery and logistics using the device, updating inventory, offering discounts and promotions.

While agriculture is an important pillar for propelling economic growth, it attracts a small segment of women and people under the age of fifty as it is viewed as highly competitive with low returns. With the ’50 under 50’ initiative OEX is creating crop clusters to attract, support and retain farmers under the age of 50 years old. The innovation provides transparency and traceability for farmers with their membership to OEX Markets which creates a digital identity including an online store and wallet. The strategy matches senior farmers over the age of 50 years with those under 50 years creating an environment for cross-mentorship to facilitate knowledge transfer and technology adoption. During the engagement, OEX assesses and organizes farmers into crop-producing clusters to achieve economies of scale. These farmers are assigned to groups and issued with smart contracts to supply local agro-processors and large buyers with the potential for export. Each cluster will receive support on climate smart techniques required for cultivation and the recommendation of climate smart solutions for increased productivity. These clusters are supported by a partnership with farmers associations and farmer groups. 

OEX Markets is at the intersection of agriculture, finance and technology with a blockchain ready platform which utilizes a WordPress framework, WooCommerce and customized plugins to facilitate a sustainable business model which supports individual entrepreneurship units. The digital wallet and crop cluster components are powered by Multipro Solutions which uses patented software as an integrated approach to analytical based reporting. Multipro is a win-win digital infrastructure that offers real-time visibility on data management across multiple sectors using a SaaS-based approach. 

Digitization of agriculture is crucial to the development of rural communities and the micro, small and medium sized business sector. As the nation looks forward to a complete leap into technology, agriculture has the potential to be an example of best practice in making the switch from manual processes and systems to a fully automated and efficient backend process. Jamaica lags behind many of its peers when it comes to individual access to financial services despite great strides on a macro level with economic stabilization, fiscal responsibility, debt reduction, financial sector depth and development. A 2018 Inter-American Development Bank publication entitled: “Jamaica: Financial Development, Access & Inclusion—Constraints and Options” found the top reasons for disappointing levels of individual financial inclusion to be: 

1. Lack of trust
2. Lack of documentation
3. Not accessible
4. Too expensive
5. A family member has an account
6. Lack of funds

Multipro Solutions is being utilized in the Canadian banking and healthcare sectors. Originally created to address the gap in affordable software available to the healthcare community through the use of integrated Electronic Medical Records. It is now powering multiple companies including; Ontario Ministry of Health, High Commission of India Ottawa, and ScotiaMcLeod among others. More than 17 million Canadians are onboard its structured platforms. While it has 10,000 active users across the territory. The technology provides critical data connectivity, reporting and information collection that provides transparency and traceability. It allows for better decision-making, and provides more efficient information decimation. 

OEX Markets is using this data driven solution to organise the agricultural sector in Jamaica and the Caribbean through Multipro Cims. These systems have been utilized to create a sustainable business model which addresses the specific needs of the Jamaican farmer. The UX has been developed in collaboration with agricultural groups to ensure it captures all data specific to the local landscape.

The current system involves rural farmers utilizing a middleman to collect goods from the field to take to the hotel or market. As the intervention seeks to disrupt the sector making processes more efficient it will require change management to communicate the opportunities and benefits available to all. The platform is available to enterprising individuals who may also want to expand their horizons. For example, there is nothing to stop a middleman from registering on the platform and continuing to aggregate supply in the same way that he or she does now.

A further risk to the solution revolves around integration of the new demographic of farmers under 50 years old with the existing industry leaders. The average age of smallholder famers in Jamaica is 60 years or older. As discovered in the preliminary data capture exercises many of these veteran farmers have younger family members working with them or for them. These are the targets for 50 under 50, however it’s crucial to the success of the platform that the silver economy group are engaged to mentor the project participants. 

To safeguard against bad actors online the website utilizes two factor authentication, geo-fencing and Transport Layer Security (TLS). 

In the initial round the project is targeting 1000 participants, to provide them with the financial and technical support necessary to successfully run their own agriculture business. After a year of operation the initiative expects to have established a well-oiled training and development programme responsible for establishing 10,000 agriculture entrepreneurs. Based on the current funding schedule and development plans the initiative will create 50,000 agriculture entrepreneurs in five years which will significantly improve the lives of hundreds of thousands of families across rural Jamaica through a regular income stream and digital participation.

Jamaica is the first country for project implementation. By scaling this digital agricultural innovation across the Caribbean and the global South we expect to impact millions of families. In compliance with the laws and regulations of each country involved, the solution team and local partners will implement a phased approach to develop, implement and operate systems and technology that will make life easier for participating farmers. The intention is to form partnerships with the right investors, institutions and governments that will contribute to this initiative. The goals are as follows: 

Economic Impact 

• Create opportunities for individuals to earn consistently while owning and operating their own businesses 

• Reduction in food imports and increased exports 

• Creation of value added products and support businesses 


Environmental Impact 

• Smart farming integrates green projects and technology while developing and distributing clean water systems and renewable energy 

• Reduced use and dependency on pesticides; improved sanitary and storm water systems; aquaponics and hydroponics 

• Smart farming means an end to slash and fire for land preparation which destroys the ozone layer 


Social Impact 

• Communities are empowered and encouraged to build a viable agri- business which positively contributes to each nation’s Gross Domestic Product (GDP) 

• Women and groups who experience barriers to entry have a mechanism to earn and thrive 
 
• Increased activity in the community leads to greater opportunities and new businesses thus reducing crime and violence 

No Poverty - By targeting 1000 farmers in the initial phase 1000 families are expected to have access to financial insecurity 

Zero Hunger - Project solves the problem of quality fresh produce going to waste. The team expects to be exporting one 40 foot container of fresh produce weekly by the end of the pilot phase 

Good Health and Well-being - Replacing imports of products where local competitiveness has been demonstrated is expected to improve diets  

Gender Equality - At least fifty percent of places in the initiative are reserved for female farmers

Decent Work and Economic Growth - Every smallholder farmer actively trading on the platform should be earning an average of at least US$500 monthly after 12 months through increased exports and Forex trading 

Industry, Innovation and Infrastructure - Through development and enhancement of traditional products the team will launch new value added lines for export to ensure zero food waste 

Reduced Inequalities - All 230,000 members of the Jamaica Agricultural Society should be verified and listed on the platform by June 2023

Sustainable Cities and Communities - The team has committed to supporting quarterly farmers' markets in all 14 regions to encourage community commerce

Climate Action - All packing houses used to prepare goods for export are expected to use solar energy by December 2022

Partnerships for the Goals - To guarantee International investment in the sector a wider coalition of at least ten global partners is to be established by June 2022

The team is made up of women from One Economic Exchange (OEX) and Jamaica Agricultural Society. OEX is a for-profit company focused on unlocking economic potential through access to finance, processing, renewable resources and marketing. OEX seeks to increase growth through private partnership agreements in the most environmentally and economically sustainable manner to empower communities to be at the forefront of their own development. Jamaica Agricultural Society is a forum for farmers to meet, discuss challenges and initiate plans. At 125 years old, it is the oldest most deeply rooted organization in rural agricultural development in the Caribbean.

Full Time – Kelly Silvera

Full Time – Alesha Aris Robinson

Part Time – Alison Goodwin-Rogers

Contractor – Jannett Pullen

Kelly Silvera is COO at OEX. she’s a serial entrepreneur and global citizen with considerable experience in launching and scaling start-ups. Kelly has a wealth of international Broadcast Media experience with over twenty years in production and management. She was a founding executive with Al Jazeera Media Network where she implemented structures and practices to significantly expand the English language side of the business.

Alesha Aris Robinson is Digital Business Integration Manager at OEX. She is passionate about storytelling and digital transformation with expertise in providing strategic digital marketing and communications support to start-ups, media houses, small and medium-sized businesses along with major corporations. Alesha has collaborated with teams in crafting and sharing their brand story in Jamaica, the Caribbean, US, Jordan, Lebanon.

Alison Goodwin-Rogers is a Non-Executive Director at OEX. She has previously held Senior Economist roles in the public and private sector in Antigua and Barbuda, Barbados and Canada. She has over twenty years experience in project management, monitoring and advisory services in the social sector as well as in development planning, analysis, technical cooperation and institution building.

Jannett Pullen is Manager of Marketing, Training and Projects at Jamaica Agricultural Society. She has more than forty years of experience in the sector with special skills in supporting and developing small farmers. Jannett has implemented programmes to develop and upgrade small farmers into business operators. She is the founder of the phenomenal women in agriculture awards which recognizes the achievement of females in the sector.

The team is made up of four women who excel in their areas of expertise which includes but is not limited to agriculture, digital business, economics, media and project management and social development. The team is committed to empowering rural communities particularly families lead by women and minority groups who have been excluded from participating in traditional employment sectors. Two members of the team are under the age of fifty years old and able to recognize and determine how to grow and develop the project to continuously meet the needs of the target group. Team lead Kelly Silvera, is a master of communication, strategy and business development with significant experience in steering teams to success in pursuing coherent, consistent and impactful projects in world-class organizations. She has managed expectations and budgets on every continent in the world. While based in Doha, Qatar for 12 years as Executive Producer at Al Jazeera Media Network she had responsibility for more than 400 staff based in sixty five cities across the world. 

The team has been working extremely hard over the past two years to drive forward the initiative which will create meaningful change in Jamaica and beyond. The solution proposed is a response to a deep understanding of the economic, social and climate related pressure which slows growth and threatens existence. In order to truly make an impact with the sustainable business model and drive meaningful change the team recognizes that it needs to be a part of an international movement supported by a well-respected centre of excellence such as MIT. While their ideas and experience is authoritative, as women of the Caribbean who care deeply about future generations they understand and appreciate the power of a broad coalition made up of like-minded individuals from diverse backgrounds. The expertise and support needed to realize the ambitious vision set out exists across the globe. The team would like to become a part of the Prize community to access that pool of knowledge and talent in order to collaborate and truly impact the global South.

One of the most innovative sectors over the past decade has been financial services, where AI and blockchain has the potential to reshape trade and investment. By mapping producers of speciality foods grown in the global South using this technology, agriculture has the potential to become a major source of income and wealth generation for rural communities.

50 under 50 is an initiative developed in a small island developing state, by the group most affected by digital exclusion for those most likely to be left behind. The team is reframing fresh produce as a commodity and uses technology to list and track supply. The platform OEX Markets facilitates trade in a safe, efficient, and modern fintech environment which is collaborative while driving profitability, reducing waste and cost to market throughout the supply chain while ensuring food security. 

The team would like to align with international partners as a part of its market development strategy who can provide support to realize this vision. At this stage the group is seeking support to ensure it is creating whole product solutions as quickly as possible while achieving and sustaining market leadership through differentiation. This includes but is not limited to expertise in preparing for Series A funding, global media and marketing and expanding the client base.

Agricultural technology is at the heart of the business which aims to create traceable systems for speciality foods and fresh produce to meet the needs of diaspora communities. Jamaican producers operating independently have been unable to scale to meet high demand for fresh produce for tourism, processing, and retailing sectors. The team is looking to change this by working with partners to support increased design, development and deployment of technologies, support advisory services, improve market linkages, supply chain management, financial access and overall macro-sector intelligence. The initiative has the potential to address some of the key competitiveness constraints and promote innovation, with the right international expertise they can build the brand with customers in the diaspora audience. To achieve the vision of scaling across the Caribbean and global South the team is interested in partnering with AI and blockchain specialists to advise on integration and application management, impact investment firms and investor groups interested in empowering communities plus experts in global trade and value chain support. They want to build trust with customers many of whom will be based in North America or Europe. The current advisory board is made up of experts in finance, technology, marketing and business management however it may be advantageous to create a steering committee made up of international experts to ensure legitimacy and strategic decision-making capabilities.