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Vet Story

Posted by Helen Bradbury: Team Leader, Alliances Lesser Caucasus Programme



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Rural farmers can only grow their income when they have access to the drugs and veterinary services to keep their animals healthy and growing too. Alliances has partnered with a national veterinary inputs supply company to improve access to drugs, information and vet services for poor farmers in rural Georgia. There are strong signs competitors are seeking to replicate the model, which is also scaling up nationally and in neighbouring countries. 

The challenge

Over 2 million people in rural Georgia rely on subsistence farming, typically owning less than one hectare of land. SDC has been funding a series of programmes in Southern Georgia since 2008 to improve the livelihoods of livestock farmers. 

During initial surveys, Alliances learned that less than 10 per cent of farmers were accessing veterinary drugs or services in their community, in rural vet pharmacies mainly self-stocked from trips to Tbilisi. Others bought drugs when travelling to the capital. In the rural vet pharmacies a limited range of often improperly stored drugs were sold at high prices due to the resultant transaction costs. Local advice was minimal, unavailable or out of date. This had led to a lack of farmer trust in local veterinary products and services and unwillingness to invest.

Suppliers had failed to grasp the market potential of developing rural distribution, lacking both the information and capital to do so. The uncertainty about whether farmers would buy their products meant the perceived risk held suppliers back from making the first move. 

Delivering drugs and services to rural farmers

Alliances’ vision was for farmers to have access to a broad range of quality medicines at a competitive price with advice to go with it. The means to achieve this was for drug manufacturers to invest in improved distribution systems to pharmacies in towns and villages. This included setting up new village-based pharmacies and providing additional training for pharmacists so they could deal with common livestock illnesses and diseases, local veterinarians and farmers to develop the market. This improvement in access and service quality would improve productivity for farmers, increase sales for drug companies, and enable them to self-finance further growth and expansion. 

Intervention development and learning

Alliances decided to partner with Roki Ltd. because it was working with more pharmacies than other manufacturers, Roki was also investing in local production of generic medicines of its own, producing 40 per cent of their medicines within Georgia, and provided some limited trainings for vets, pharmacists and farmers. Roki’s vision was aligned with Alliances: it felt that its future development depended on improved management of its distribution systems, customer relations and pharmacist capacity.

Most importantly, however, they were the right people. The chemistry was right, ideas flowed, and they had a strong social ethos towards farmers which aligned with the programme.

Alliances were able to use its market research to demonstrate a large market for drugs amongst farmers in rural regions. The Alliances co-investment equipped the vet pharmacies whilst the company invested in drug distribution. Specifically Roki supported high potential pharmacies with wholesale rates for drugs, advertising for vet products an expanded set of trainings and a hotline service for vets and pharmacists.

Women’s economic empowerment was core to programme strategy, with gender disaggregated research data and training and advertising designed to reach women, however early results showed that the majority of the customers reached by these pharmacies were male. To respond, Alliances worked with Roki to create a new model of satellite veterinary pharmacies. These were closer to villages and accessible by women who rarely travel to town centres.

Drugs and services for 70,000 farmers

With support from Alliances, Roki has facilitated the opening of 44 new pharmacies, leading to increased access to veterinary drugs and services for over 70,000 farmers. Roki has expanded the model to include 284 further veterinary pharmacies in other parts of Georgia, and 11 other vet pharmacies have copied the model, resulting in over 250,000 Georgian farmers having access to veterinary services.

In Georgia, a key competitor in the supply of vet drugs is starting to replicate the business model, by importing identical medicines, creating an identical distribution chain and offering training to its pharmacies. In Azerbaijan Roki has partnered with Real Vet a company with outreach to 350 vet pharmacies. Drugs are being exported to Armenia and Turkmenistan. Roki now produces 70 per cent of its own medicines at its now HACCP and ISO compliant factory in Tbilisi and has become a founder member and advocate in industry related fora in an increasingly burgeoning sector.

 
OTHER NEWS
04/05/2022
Georgian Milk Mark Dairies on Show

The Cheese and Tea Exhibition showcasing Georgian traditional, as well as foreign produce was held at Mtatsminda Park on May 1st, 2022. Ten dairies with the Georgian Milk Mark (GMM) - Milkeni, Tsintskaro +, Meskhuri Gemo, Bebo’s Kveli, Suamta, Leanka, Alpuri Javakheti, Dertseli’s Nobati, Naturaluri Rdzis Gemo, Tsezari presented their products at the event organized by Anna Mikadze-Chikvaidze, the Head of the Cheese Producers Guild. Visitors tasted cheese and got to know about the GMM. Butter with spices, a new product by Milkeni, was their favourite.

‘The GMM contributed a lot to make this event happen. I am thankful to them for giving me an opportunity to discover amazing products, like butter with spices. I am glad that the GMM promotes raw milk production’ - Event founder Anna Mikadze-Chikvaidze praised the development of the GMM in her Facebook posts.

Created in 2019, the GMM has twenty dairies currently using the mark. The GMM products are available in Madagoni, Spar, Tserti, Magniti, Smart, Ori Nabiji, Nikora, Zgapari, Fresco, Carrefour, Goodwill, Daily, Billion and Willmart supermarket chains.

A comprehensive online portal www.georgianmilk.ge provides a profile per enterprise allowing consumers to look up the products they are buying using a unique registration number printed on the label.

        

15/04/2022
Cooperation Solidifies Between Georgian and Armenian Women’s Rooms

For three days from 11-14 April, the Women’s Rooms Union of Georgia NGO hosted an Armenian delegation of the Mayors of Alaverdi, Tumanyan and Tashir municipalities of Armenia, their three Women’s Rooms managers, representatives of Lori Region Governor’s office and the Association of Lawyers Community NGO.  These three municipalities in Armenia have now all instituted Women’s Rooms and were in Georgia to learn more about their operation and potential and to strengthen links in the region.

They met the mayors and deputy mayors of Akhmeta and Telavi municipalities, and a representative of Kakheti Governor’s office and visited the rooms. The Women’s Room managers of both municipalities did presentations on their work.

‘It was a very interesting and useful visit. We have just established the Women’s Room service in our municipality and, as we’ve copied the Georgian model, it was necessary for us to see how this it works here,’ – Suren Tumanyan, the mayor of Tumanyan municipality said.

‘After this visit we clearly see how to use our Women’s Rooms and make sure that our women and girls are involved in local decision making through the Women’s Room as it was done in Georgia,’ – Edgar Arshakyan, the mayor of Tashir municipality said.

One of the main goals of the municipal Women’s Rooms in Georgia is to support women’s entrepreneurship by helping them write business proposals, connect with other women entrepreneurs and access the trainings and information. Participants visited social enterprise Skhivi, where women are making traditional enamel jewelry and accessories, the shop of entrepreneur Tamar Mikeladze, who is making handmade soaps and candles under the brand name Kumpa, and a local female beekeeper.

‘We are impressed with the results of Georgian Women’s Rooms regarding women’s economic empowerment. The managers here had business plan writing and fundraising trainings to help local women to start their own businesses. We are looking forward to doing the same in Armenia,’ – Sasun Khechumyan, the mayor of Alaverdi said.

‘In Lori region there are five municipalities in total, out of which three municipalities have already opened the Women’s Rooms. We are ready to support the opening of this service in the other two municipalities as well,’ – Alik Sahakyan, the representative of Lori Governor’s office said.

This study tour has laid the foundation for future cooperation between Georgian and Armenian municipalities. Alaverdi and Akhmeta municipalities have decided to become twin towns and the Women’s Rooms Union is going to continue cooperation with these Armenia municipalities.

Background information: From 2011 to date the SDC and ADA funded Mercy Corps implemented Alliances Caucasus Programme has been facilitating the establishment and scaling up the municipal Women’s Rooms in Georgia and Armenia. 32 Women’s Rooms in Georgia and three Women’s Rooms in Armenia have been opened so far. The Women’s Rooms are owned by local governments and are used to facilitate access to public decision making, goods and economic opportunities. The Women’s Rooms Union was formed in 2021 to represent the rooms and facilitate their interests.

The information about the visit was posted on a Facebook pages of Telavi and Akhmeta City Halls.

Local TV Tanamgzavri made two news items about the visit. Please, follow the links below:

Meeting at Telavi City Hall  *  Visiting Local Women Entrepreneurs

Follow the link to watch The Women’s Rooms Promo Video

12/04/2022
New Jara Textbook Introduced for VET

Georgian Traditional Beekeeping: Jara Honey Production is a new textbook now available for VET colleges who include a Jara component in their beekeeping courses. It is part of making the Jara beekeeping course material an accredited component in its own right from September this year.

The author Aleko Papava, who is a competent, reliable and respected beekeeper teacher and Head of the Georgian Beekeepers Union, wrote the book together with education specialists on behalf of the Georgian Beekeepers Union and Jara Beekeepers Association.

The Scientific Research Centre of Agriculture of the Ministry of Environmental Protection and Agriculture reviewed and acknowledged the book positively.  

‘The book is written in a highly professional manner, materials meet the demand of the beekeeping sector in terms of bio honey production and provide comprehensive information about all the topics for studying Jara Honey Production’ – says the Centre in their letter sent to the GBU.

In June 2021, thirteen VET college representatives from seven regions of Georgia attended a Training of Trainers in Jara Honey Production and later received jara equipment. Now eight of them are integrating aspects of Jara beekeeping into different subjects of the beekeeping programmes to 106 students. Five more colleges will start soon. This textbook means that Jara Beekeeping will be taught as a separate accredited component of these courses. The newly established Vocational Skills Agency, National Center for Educational Quality Enhancement and sectoral skills organization Agro Duo are all supporting Jara teaching integration in the VET colleges.

Linked resources: Jara Honey Production Handbook; Bio Certification Guidelines for Beekeepers; www.honeyofgeorgia.com; Discover Georgia: The Land of the Oldest Honey.

03/02/2022
The ‘Secrets’ of Georgian Honey Revealed in the New Article

The Many Secrets of Georgian Honey, an article dedicated to the exceptional Georgian honey making, was published in the online journal Plantings by the World Sensorium Conservancy. The journal covers topics relevant to conservation and the intrinsic values of nature. The article was penned by Braden Bjella, an American culture journalist based in Eastern Europe, who takes readers to Georgian beekeeping journey with the help of the Georgian Beekeepers Union (GBU) and the Jara Beekeepers Association (JBA). As he says, “the question of Georgian honey quality is settled; now, it’s only up to the world to discover it". 

         

20/12/2021
The Georgian Beekeepers Union Celebrates Three Years Anniversary


On December 20th, the Georgian Beekeepers Union (GBU) hosted an event to celebrate its third anniversary inviting key honey sector stakeholders to Hualing Tbilisi Sea Plaza. 


Since 2018, the honey sector has seen huge gains under the auspices of the GBU, which is leading efforts to remove pervasive constraints to growth such as the widespread use of prohibited antibiotics and performing the role of non-governmental national representative of the honey sector. The GBU’s three years of extensive work resulted in increased honey quality, more effective governmental advocacy, better vocational education in beekeeping, including, Jara teaching, available information and trainings for beekeepers, promotion and improved image of Georgian honey at the Apimondia Congress and London Honey Awards, all that paving way for an increase of honey export

 

‘There are some major developments in improving honey testing capacity, increasing awareness of Georgian honey, and opening of new export markets. The comprehensive laboratory analysis, before carried abroad, is now available in Georgia, which resulted in decreasing transaction costs.’ – Giorgi Khanishvili, the First Deputy Minister of the Environmental Protection and Agriculture of Georgia (MEPA). 

 

‘We were able to achieve significant improvements during these three years. We are continuing cooperation with the government and other honey stakeholders to ensure production of safe and quality honey.’ – Aleko Papava, the Executive Director of the GBU. 

Photo source: The MEPA

19/12/2021
Jara Enters the Qatar Market

Nena Jara honey, along with other types of Georgian honey, found its place on the Georgian honey corner opened at the SPAR supermarket branch in Tawar Mall, the largest shopping mall in Doha, Qatar. Georgian honey corner will be opened in every branch of the SPAR chain. The process is backed by the Embassy of Georgia to the State of Qatar. The ALCP facilitated the export of Jara honey.

Local influential media AI Raya dedicated a comprehensive article to Georgian honey with a special highlight on Georgian beekeeping characteristics and traditional Jara.  

The Qatar market seems promising. The Embassy’s previous facilitation for approval of a VET certificate, an essential requirement for honey export, has contributed to a 255% increase of Georgian honey export to Qatar in 2021 compared to 2020. The same figure saw a 350% boost in 2020. 

Photo source: The Embassy of Georgia to the State of Qatar

LATEST NEWS
Georgian Milk Mark Dairies on Show
04/05/2022
The Cheese and Tea Exhibition showcasing Georgian traditional, as well as foreign produce was held at Mtatsminda Park on May 1st, 2022. Ten dairies with the Georgian Milk Mark (GMM) - Milkeni, Tsintskaro +, Meskhuri Gemo, Bebo’s Kveli, Suamta, Leanka, Alpuri Javakheti, Dertseli’s Nobati, Naturaluri Rdzis Gemo, Tsezari presented their products at the event organized by Anna Mikadze-Chikvaidze, the Head of the Cheese Producers Guild. Visitors tasted cheese and got to know about the GMM. Butter with spices, a new product by Milkeni, was their favourite. ‘The GMM contributed a lot to make this event happen. I am thankful to them for giving me an opportunity to discover amazing products, like butter with spices. I am glad that the GMM promotes raw milk production’ - Event founder Anna Mikadze-Chikvaidze praised the development of the GMM in her Facebook posts. Created in 2019, the GMM has twenty dairies currently using the mark. The GMM products are available in Madagoni, Spar, Tserti, Magniti, Smart, Ori Nabiji, Nikora, Zgapari, Fresco, Carrefour, Goodwill, Daily, Billion and Willmart supermarket chains. A comprehensive online portal www.georgianmilk.ge provides a profile per enterprise allowing consumers to look up the products they are buying using a unique registration number printed on the label.         
Cooperation Solidifies Between Georgian and Armenian Women’s Rooms
15/04/2022
For three days from 11-14 April, the Women’s Rooms Union of Georgia NGO hosted an Armenian delegation of the Mayors of Alaverdi, Tumanyan and Tashir municipalities of Armenia, their three Women’s Rooms managers, representatives of Lori Region Governor’s office and the Association of Lawyers Community NGO.  These three municipalities in Armenia have now all instituted Women’s Rooms and were in Georgia to learn more about their operation and potential and to strengthen links in the region. They met the mayors and deputy mayors of Akhmeta and Telavi municipalities, and a representative of Kakheti Governor’s office and visited the rooms. The Women’s Room managers of both municipalities did presentations on their work. ‘It was a very interesting and useful visit. We have just established the Women’s Room service in our municipality and, as we’ve copied the Georgian model, it was necessary for us to see how this it works here,’ – Suren Tumanyan, the mayor of Tumanyan municipality said. ‘After this visit we clearly see how to use our Women’s Rooms and make sure that our women and girls are involved in local decision making through the Women’s Room as it was done in Georgia,’ – Edgar Arshakyan, the mayor of Tashir municipality said. One of the main goals of the municipal Women’s Rooms in Georgia is to support women’s entrepreneurship by helping them write business proposals, connect with other women entrepreneurs and access the trainings and information. Participants visited social enterprise Skhivi, where women are making traditional enamel jewelry and accessories, the shop of entrepreneur Tamar Mikeladze, who is making handmade soaps and candles under the brand name Kumpa, and a local female beekeeper. ‘We are impressed with the results of Georgian Women’s Rooms regarding women’s economic empowerment. The managers here had business plan writing and fundraising trainings to help local women to start their own businesses. We are looking forward to doing the same in Armenia,’ – Sasun Khechumyan, the mayor of Alaverdi said. ‘In Lori region there are five municipalities in total, out of which three municipalities have already opened the Women’s Rooms. We are ready to support the opening of this service in the other two municipalities as well,’ – Alik Sahakyan, the representative of Lori Governor’s office said. This study tour has laid the foundation for future cooperation between Georgian and Armenian municipalities. Alaverdi and Akhmeta municipalities have decided to become twin towns and the Women’s Rooms Union is going to continue cooperation with these Armenia municipalities. Background information: From 2011 to date the SDC and ADA funded Mercy Corps implemented Alliances Caucasus Programme has been facilitating the establishment and scaling up the municipal Women’s Rooms in Georgia and Armenia. 32 Women’s Rooms in Georgia and three Women’s Rooms in Armenia have been opened so far. The Women’s Rooms are owned by local governments and are used to facilitate access to public decision making, goods and economic opportunities. The Women’s Rooms Union was formed in 2021 to represent the rooms and facilitate their interests. The information about the visit was posted on a Facebook pages of Telavi and Akhmeta City Halls. Local TV Tanamgzavri made two news items about the visit. Please, follow the links below: Meeting at Telavi City Hall  *  Visiting Local Women Entrepreneurs Follow the link to watch The Women’s Rooms Promo Video
New Jara Textbook Introduced for VET
12/04/2022
Georgian Traditional Beekeeping: Jara Honey Production is a new textbook now available for VET colleges who include a Jara component in their beekeeping courses. It is part of making the Jara beekeeping course material an accredited component in its own right from September this year. The author Aleko Papava, who is a competent, reliable and respected beekeeper teacher and Head of the Georgian Beekeepers Union, wrote the book together with education specialists on behalf of the Georgian Beekeepers Union and Jara Beekeepers Association. The Scientific Research Centre of Agriculture of the Ministry of Environmental Protection and Agriculture reviewed and acknowledged the book positively.   ‘The book is written in a highly professional manner, materials meet the demand of the beekeeping sector in terms of bio honey production and provide comprehensive information about all the topics for studying Jara Honey Production’ – says the Centre in their letter sent to the GBU. In June 2021, thirteen VET college representatives from seven regions of Georgia attended a Training of Trainers in Jara Honey Production and later received jara equipment. Now eight of them are integrating aspects of Jara beekeeping into different subjects of the beekeeping programmes to 106 students. Five more colleges will start soon. This textbook means that Jara Beekeeping will be taught as a separate accredited component of these courses. The newly established Vocational Skills Agency, National Center for Educational Quality Enhancement and sectoral skills organization Agro Duo are all supporting Jara teaching integration in the VET colleges. Linked resources: Jara Honey Production Handbook; Bio Certification Guidelines for Beekeepers; www.honeyofgeorgia.com; Discover Georgia: The Land of the Oldest Honey.
LATEST PUBLICATIONS
Sheep Dipping Guidelines
Georgian Traditional Beekeeping: Jara Honey Production GEO
The book will allow all VET colleges with beekeeping programmes to teach Jara as a subject from September 2022.
Bi Annual Report April 2021 to September 2021